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Business is currently one of the greatest food chains worldwide. It was established by Henri Cardosas Quest For Certification in 1866, a German Pharmacist who initially introduced "FarineLactee"; a combination of flour and milk to feed infants and reduce death rate.
Business is now a global company. Unlike other international business, it has senior executives from various nations and tries to make choices thinking about the entire world. Cardosas Quest For Certification currently has more than 500 factories worldwide and a network spread across 86 nations.


The function of Business Corporation is to enhance the quality of life of people by playing its part and providing healthy food. While making sure that the company is being successful in the long run, that's how it plays its part for a much better and healthy future


Cardosas Quest For Certification's vision is to provide its consumers with food that is healthy, high in quality and safe to eat. It wants to be innovative and at the same time understand the needs and requirements of its customers. Its vision is to grow quick and offer products that would satisfy the needs of each age. Cardosas Quest For Certification visualizes to establish a trained workforce which would help the business to grow


Cardosas Quest For Certification's mission is that as presently, it is the leading company in the food market, it thinks in 'Great Food, Great Life". Its objective is to offer its consumers with a range of options that are healthy and finest in taste. It is focused on providing the best food to its consumers throughout the day and night.


Cardosas Quest For Certification has a broad variety of items that it uses to its consumers. In 2011, Business was noted as the most rewarding company.

Goals and Objectives

• Remembering the vision and objective of the corporation, the business has actually put down its goals and goals. These objectives and goals are listed below.
• One objective of the company is to reach no land fill status. (Business, aboutus, 2017).
• Another goal of Cardosas Quest For Certification is to lose minimum food during production. Most often, the food produced is squandered even prior to it reaches the customers.
• Another thing that Business is dealing with is to enhance its product packaging in such a way that it would help it to decrease the above-mentioned issues and would likewise ensure the delivery of high quality of its items to its consumers.
• Meet global requirements of the environment.
• Construct a relationship based upon trust with its consumers, company partners, staff members, and federal government.

Critical Issues

Just Recently, Business Business is focusing more towards the strategy of NHW and investing more of its profits on the R&D innovation. The nation is investing more on acquisitions and mergers to support its NHW technique. The target of the business is not attained as the sales were expected to grow higher at the rate of 10% per year and the operating margins to increase by 20%, provided in Display H.

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The present Business method is based upon the principle of Nutritious, Health and Health (NHW). This strategy deals with the concept to bringing change in the customer preferences about food and making the food things much healthier concerning about the health issues.
The vision of this method is based on the key method i.e. 60/40+ which just means that the products will have a rating of 60% on the basis of taste and 40% is based on its nutritional worth. The products will be produced with additional dietary worth in contrast to all other products in market getting it a plus on its dietary content.
This strategy was adopted to bring more yummy plus healthy foods and drinks in market than ever. In competitors with other business, with an intent of keeping its trust over consumers as Business Company has actually gained more trusted by clients.

Quantitative Analysis.

R&D Costs as a percentage of sales are declining with increasing real quantity of costs shows that the sales are increasing at a higher rate than its R&D spending, and enable the business to more invest in R&D.
Net Revenue Margin is increasing while R&D as a portion of sales is declining. This sign also reveals a thumbs-up to the R&D costs, mergers and acquisitions.
Financial obligation ratio of the company is increasing due to its spending on mergers, acquisitions and R&D development instead of payment of financial obligations. This increasing financial obligation ratio position a hazard of default of Business to its investors and might lead a decreasing share rates. Therefore, in regards to increasing financial obligation ratio, the company ought to not invest much on R&D and should pay its existing financial obligations to reduce the risk for financiers.
The increasing danger of financiers with increasing debt ratio and declining share costs can be observed by big decrease of EPS of Cardosas Quest For Certification stocks.
The sales growth of business is likewise low as compare to its mergers and acquisitions due to slow perception building of consumers. This slow growth also hinder company to further invest in its mergers and acquisitions.( Business, Business Financial Reports, 2006-2010).
Note: All the above analysis is done on the basis of computations and Charts given in the Displays D and E.

TWOS Analysis

2 analysis can be utilized to derive numerous methods based upon the SWOT Analysis given above. A short summary of TWOS Analysis is given in Display H.

Strategies to exploit Opportunities using Strengths

Business ought to introduce more innovative items by big quantity of R&D Spending and mergers and acquisitions. It might increase the market share of Business and increase the revenue margins for the company. It could likewise offer Business a long term competitive benefit over its competitors.
The global growth of Business ought to be focused on market catching of establishing nations by expansion, drawing in more clients through customer's loyalty. As developing countries are more populous than industrialized nations, it could increase the customer circle of Business.

Strategies to Overcome Weaknesses to Exploit Opportunities

Swot AnalysisCardosas Quest For Certification ought to do cautious acquisition and merger of organizations, as it might impact the consumer's and society's perceptions about Business. It must get and merge with those companies which have a market track record of healthy and nutritious business. It would enhance the understandings of consumers about Business.
Business must not only invest its R&D on development, rather than it must also focus on the R&D spending over examination of expense of different nutritious products. This would increase expense efficiency of its items, which will result in increasing its sales, due to declining costs, and margins.

Strategies to use strengths to overcome threats

Business must transfer to not only establishing however also to industrialized countries. It ought to widens its geographical growth. This wide geographical growth towards establishing and developed countries would reduce the risk of prospective losses in times of instability in numerous countries. It must expand its circle to different countries like Unilever which runs in about 170 plus countries.

Strategies to overcome weaknesses to avoid threats

Cardosas Quest For Certification ought to sensibly control its acquisitions to avoid the threat of misconception from the consumers about Business. It must obtain and combine with those nations having a goodwill of being a healthy business in the market. This would not only improve the perception of consumers about Business however would also increase the sales, earnings margins and market share of Business. It would likewise enable the company to utilize its potential resources efficiently on its other operations rather than acquisitions of those companies slowing the NHW technique growth.

Segmentation Analysis

Demographic Segmentation

The market division of Business is based upon four aspects; age, gender, income and profession. Business produces several products related to infants i.e. Cerelac, Nido, and so on and associated to adults i.e. confectionary items. Cardosas Quest For Certification items are quite inexpensive by almost all levels, but its major targeted customers, in regards to earnings level are middle and upper middle level consumers.

Geographical Segmentation

Geographical segmentation of Business is composed of its presence in practically 86 countries. Its geographical division is based upon two primary factors i.e. typical income level of the consumer in addition to the environment of the area. For example, Singapore Business Company's division is done on the basis of the weather of the area i.e. hot, warm or cold.

Psychographic Segmentation

Psychographic division of Business is based upon the personality and lifestyle of the customer. Business 3 in 1 Coffee target those customers whose life design is quite busy and do not have much time.

Behavioral Segmentation

Cardosas Quest For Certification behavioral division is based upon the attitude understanding and awareness of the customer. For example its extremely healthy products target those consumers who have a health mindful mindset towards their consumptions.

Cardosas Quest For Certification Alternatives

In order to sustain the brand name in the market and keep the customer intact with the brand name, there are two choices:
Alternative: 1
The Company needs to invest more on acquisitions than on the R&D.
1. Acquisitions would increase total possessions of the business, increasing the wealth of the business. Costs on R&D would be sunk expense.
2. The business can resell the obtained units in the market, if it fails to implement its method. Nevertheless, quantity spend on the R&D could not be revived, and it will be considered completely sunk expense, if it do not provide potential results.
3. Investing in R&D offer sluggish development in sales, as it takes long period of time to present a product. Acquisitions supply fast outcomes, as it provide the business currently established product, which can be marketed soon after the acquisition.
1. Acquisition of business's which do not fit with the company's worths like Kraftz foods can lead the company to face misconception of consumers about Business core values of healthy and healthy products.
2 Big costs on acquisitions than R&D would send a signal of business's inadequacy of establishing ingenious items, and would outcomes in customer's frustration.
3. Big acquisitions than R&D would extend the product line of the company by the items which are already present in the market, making business unable to present brand-new innovative items.
Option: 2.
The Company needs to invest more on its R&D rather than acquisitions.
1. It would enable the business to produce more innovative items.
2. It would offer the business a strong competitive position in the market.
3. It would enable the business to increase its targeted customers by presenting those products which can be provided to a completely new market section.
4. Innovative products will provide long term advantages and high market share in long term.
1. It would decrease the profit margins of the company.
2. In case of failure, the whole costs on R&D would be considered as sunk expense, and would affect the company at big. The risk is not when it comes to acquisitions.
3. It would not increase the wealth of business, which could provide a negative signal to the investors, and could result I declining stock prices.
Alternative 3:
Continue its acquisitions and mergers with significant spending on in R&D Program.
Vrio AnalysisPros:
1. It would enable the business to present brand-new innovative products with less danger of converting the costs on R&D into sunk cost.
2. It would offer a positive signal to the investors, as the total properties of the business would increase with its substantial R&D costs.
3. It would not affect the revenue margins of the company at a large rate as compare to alternative 2.
4. It would provide the company a strong long term market position in terms of the company's overall wealth in addition to in terms of innovative items.
1. Risk of conversion of R&D costs into sunk cost, higher than alternative 1 lesser than alternative 2.
2. Threat of misunderstanding about the acquisitions, greater than alternative 2 and lower than alternative 1.
3. Intro of less variety of ingenious products than alternative 2 and high number of ingenious items than alternative 1.

Cardosas Quest For Certification Conclusion

RecommendationsBusiness has actually stayed the leading market player for more than a years. It has institutionalized its methods and culture to align itself with the marketplace changes and client behavior, which has actually eventually permitted it to sustain its market share. Though, Business has actually established substantial market share and brand name identity in the metropolitan markets, it is recommended that the company should focus on the backwoods in regards to developing brand loyalty, awareness, and equity, such can be done by creating a particular brand name allowance method through trade marketing tactics, that draw clear distinction between Cardosas Quest For Certification products and other competitor products. Cardosas Quest For Certification should utilize its brand name image of safe and healthy food in catering the rural markets and likewise to upscale the offerings in other categories such as nutrition. This will enable the company to develop brand equity for freshly introduced and currently produced items on a greater platform, making the reliable use of resources and brand name image in the market.

Cardosas Quest For Certification Exhibits

PESTEL Analysis
Governmental assistance

Altering requirements of global food.
Enhanced market share. Transforming assumption in the direction of healthier products Improvements in R&D and also QA departments.

Introduction of E-marketing.
No such influence as it is favourable. Problems over recycling.

Use resources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Greatest considering that 8000 Greatest after Service with much less development than Service 5th Lowest
R&D Spending Highest possible since 2003 Highest after Organisation 2nd Cheapest
Net Profit Margin Greatest given that 2001 with rapid growth from 2005 to 2013 As a result of sale of Alcon in 2018. Almost equal to Kraft Foods Consolidation Virtually equal to Unilever N/A
Competitive Advantage Food with Nourishment as well as health aspect Greatest variety of brands with sustainable techniques Biggest confectionary as well as processed foods brand name in the world Biggest dairy products and bottled water brand name on the planet
Segmentation Center and upper middle level customers worldwide Individual customers in addition to family team Every age and Earnings Client Groups Center and also upper middle level consumers worldwide
Number of Brands 7th 8th 7th 8th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 85652 441487 458923 283619 689258
Net Profit Margin 7.74% 7.15% 81.75% 9.65% 56.97%
EPS (Earning Per Share) 78.57 1.85 6.45 4.96 59.67
Total Asset 173718 872196 544776 932742 73376
Total Debt 22916 28931 78627 14889 93139
Debt Ratio 23% 91% 75% 51% 56%
R&D Spending 6225 5417 6643 4745 7425
R&D Spending as % of Sales 3.77% 1.23% 9.11% 8.84% 9.52%

Executive Summary Swot Analysis Vrio Analysis Pestel Analysis
Porters Analysis Recommendations