Best in France Case Study : Campbell France SAS 1 Campbell France SAS Best in France Case Study Martin DESTAGNOL Jean-François GAUCHE Ambroise STAGNARA

Best in France Case Study : Campbell France SAS

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Campbell France SASBest in France Case Study

Martin DESTAGNOL

Jean-François GAUCHE

Ambroise STAGNARA

Guillaume THIEBAULT

Sébastien VILLAUME


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1 1. Campbell France Overview

2. The French Business

3. Implantation in France

4. Interactions with Campbell Soup

5. Conclusion


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1-1 Campbell France Overview : Facts & Figures

Campbell Soup World Leader on the soup market Sold in 120 countries 24’000 employees worldwide $6,7Bn US turnover in 2003

Campbell France French Subsidiary 530 employees Liebig, Royco & Lesieur (dressing)


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1-2 Campbell France Overview : History

1997 Birth of Campbell France Liebig / Delacre takeover to Danone

1998 Delacre transfer to United Biscuits

2001 Royco and Lesieur takeover


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1-3 Campbell France Overview : Implantation

Grande Synthe

- Factory Executives- Production- Maintenance- Cost control- R&D

Boulogne Billancourt

- Board- Finance- Marketing- Commercial- Information Systems- Customer Service- Procurement- Sales Forecast

Le Pontet

- Factory Executives- Production- Maintenance- Cost control- R&D- Quality- HR

Monteux

- Despatch- Warehouse


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21. Campbell France Overview




5. Conclusion


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2-1 The French Business : Market

Retailers HegemonyDiscounters development is delayedRetailer’s and first-price brands are

underdeveloped

Consumer specificitiesFrench people prefer liquid soupNo market for canned and frozen soup Immature market : high potential growth


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2-2 The French Business : Products

Localized brandsProducts distributed only in FranceMarginal foreign industrial market sales for

no-name products

Innovation as a key factor12% of French turnover with yearly productsNew recipes developed by “Grand Chef”


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5. Conclusion


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3-1 Implantation in France : Group Strategy

Corporate decision to settle in Europe Reduce business risks linked to highly concentrated

activity in the US Important potential of growth in Europe France seen as part of the European market, not as a

strategic area

Implantation through takeovers Products ill-adapted to the French market Liquid soup technology not mastered


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3-2 Implantation in France : Values

No incompatibility between French & Group values Slight differences in standards…

France Entrepreneurship Creativity Enthusiasm Open-minded

Group Analytical Profit-minded Discipline

… but same values : “Passion for food”, “Winning team”, “Passion for growth”


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3-3 Implantation in France : Management

Massive recruitment after takeovers Eased change management for Group values

integration Adaptation to French values with local recruitment

(vs. US recruitment)

Team building through 2 major challenges The millennium bug New bottled soup project : a 10-month breakthrough


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4. Interactions with the Group

5. Conclusion


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4-1 Interactions with Campbell Soup : France - US

France integrated in a European board located in Paris

Large autonomy of country subsidiaries as long as objectives are achieved

Headquarter

International

Europe …

France UK …


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4-1 Interactions with Campbell Soup : France - EU

No competition between European subsidiaries

France as a pioneer in the European development

Europeanization offers great opportunities Converging standards European-wide supply …


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4. Interactions with the Group

5. Conclusion


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5 - Conclusion

Global portfolio strategy No cultural cost/opportunity analysis for France, the market size

is a justification per se Implantation through takeovers

Successful integration No contradiction between French and Group values Large autonomy of the French subsidiary, thanks to good

performances

Europe as a new deal? Any European market convergence will be driven by consumers,

not companies


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We thank…

We thank :

Jean-Luc PARDESSUS PDG of Campbell France Tel : 01 55 19 48 00 Mail : [email protected]

Vincent Brena Industrial market and retailer brand Director (Directeur des marchés

industriels et Marques de Distributeurs) Tel : 01 55 19 48 00 Mail : [email protected]


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Thank you for your attention

Documents

Best in France Case Study : Campbell France SAS 1 Campbell France SAS Best in France Case Study Martin DESTAGNOL Jean-François GAUCHE Ambroise STAGNARA