GRUPO DULCESOL

Basic information

Dulcesol was founded in the 50’s as a small bakery company in Villalonga (Valencia) .

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Nowadays it is considered one of the most important spanish groups within the food sector.

It is known because of its quality policy: “In food, quality is what counts”

Place

Dulcesol counts with 2 factories in Villalonga and Gandía with more than 1700 employees.

Exports to Portugal, France, United Kingdom, Italy, Benelux, Switzerland and Finland.

Distributes through its own means of transport.

Dulcesol group Factories

COMERCIAL SOCIETY: PRODUCTOS DULCESOL, S.A.

Gandia (Valencia)

PRODUCTION PLANTS: DULCESA, S.A.

Gandia (Valencia) JUAN Y JUAN, S.A.

Villalonga (Valencia)

RAW MATERIAL CENTERS: OVO, S.A. (planta de productos

derivados del huevo)Terrateig (Valencia)

S.A.T. 3554 LA SOLANETA (granja de aves ponedoras)Terrateig (Valencia)

DUCPLAST, S.L. (planta de envoltorios plásticos) Pobla del Duc (Valencia)

Dulcesol group Factories

DULGISOL, S.L.Girona (Girona)

DULCES LA PLANA, S.L.Almazora (Castellón)DISTRIBUIDORA LEVANTINA PASTELERÍA, S.A. Paiporta (Valencia)DULGANDIA, S.L. UNIPERSONAL Ador (Valencia)DULCES COSTA DEL SOL, S.A.El Tarajal (Málaga)HISPADUL, S.A.La Rinconada (Sevilla) COMERCIAL TINERFEÑA DEL DULCE, S.L. La Laguna (Santa Cruz de Tenerife)COMERCIAL VIGUESA DEL DULCE, S.L. Vigo (Pontevedra)

DISVADUL, S.L. Tordesillas (Valladolid) DULGALICIA, S.L. Cambre (La Coruña) DOCES LUCENSES, S.L. Lugo (Lugo) EUSKASOL, S.L. Zaratamo (Vizcaya) GADESDUL, S.L.El puerto de Santa María (Cádiz) DULMADRID, S.L. Madrid (Madrid) DULCESOL PORTUGAL I.E.P.A., L.D.A. Vale de Milhaços (Corroios)DULCADIS, S.L. Manzanares (Ciudad Real)

DISTRIBUTION SOCIETIES

Products

Big range of bakery products, more than 250 Fresh bread. Star product: Pandorino. Every year there is a new line of products

Firm Policy

Quality policy: “In food, quality is what counts” Prices are smaller compared to other bakery firms

Dulcesol does not use promotion (only sponsors and international fairs)

Robotization White brands (Hacendado etc.): same products and different

packages but cheaper. Dulcesol uses Dulcesa. International market but the trend is mostly national market. Unfortunately, they have a bad reputation concerning

treatment of their employees.

10 decisions (1)

Goods and services design:Dulcesol is a firm in the sector of food, especially in the bakery products: theyhave more than 250 kinds and several lines of products. Meanwhile theirresearch laboratories they get every year new products in order to satisfycostumers .

Quality:It is the “raison d’être” of the firm: “in food, quality is what counts”. All theirproducts have to pass a really strict quality test control. Dulcesol iscontinually looking for the best quality for all its products and the severalawards they have received can prove it (AENOR, MAPA etc.).In addition, Dulcesol appears in the one of the list created by Green Peaceguarranteeing Dulcesol does not use transgenical ingredients for its products,and showing us once again how important is quality for Dulcesol.

10 decisions (2)

Process and capacity designWith a production about 86000 tons distributed of over 60 different products,over the last four years the company has invested around 75 million Euros innew offices, new manufacture and production premises auxiliary facilities andnew production lines, in both the Gandia and Villalonga factories. Currently,there are more than 1800 employees working for the Dulcesol Group.

Location selection:Dulcesol counts with factories all around Spain (farms, distribution societies),even in Portugal. Although, the two production plants are both located in Gandíaand Villalonga, in the Comunidad Valenciana. Its international market is increasing year after year, but at the moment Dulcesoldoes not consider the option of more production plants or other factories outsideSpain.

10 decisions (3)

Layout designThe layout design is the same for all Spain and foreign country, except for the

language and other details which appear in the packaging.

Dulcesol ‘s packaging presents its logo and is mainly blue. At the present the

firm adopts new designs for the individual products package, so they are more

appealing for children, since they are the main costumers. For the white marks also produced by Dulcesol, the packaging reminds slightly

Dulcesol’s one, even in this case, the firm does not produce the packaging for

the white marks.

10 decisions (4)

Human resource and job designOne of the weaknesses of the firm: Dulcesol has got a bad reputation regarding

the treatment of its employees : hard schedules, individualism, abuses of

power etc. Automation does not affect at the moment, since it is still necessary

to count whith a big number of workers. Dulcesol tries to improve the situation.

In spite of this, the number of employees increases (more than 1800 nowadays)

and the firm creates each year new jobs.

Supply chain-managementAs Dulcesol tries to produce with its own raw materials and services, as well as

distribution is provided by its own distribution societies, Definitely, Dulcesol uses

a vertical integration strategy.

10 decisions (5)

InventoryDulcesol starts producing as soon as they receive the order and the products

are directly distributed once they have passed the quality test. The production

and the quality control last maximum 3 days. Inmediately after, the products are

directly distributed to the clients. There is no stock.

SchedulingThe process of production is really fast and effective, always guarranteeing

quality. They can do this using all the resources they have.

MaintenanceDulcesol keep on growing in Spain as well as in all Europe, even if the national

market is still more important: trying to be leader in the food sector, always with

its quality policy in front of it.

Quality house

Customer Requirements

own

rawmaterial

researchlabs

owndistribution

robotization

qualitymaterials

qualitypolicy

employeetreatment

marketing

promotion

Customer

Importance

price 5

flavour 5

diversity of products 4

- fiber light products 2

smooth 4

packaging 3

availability 2

reputation 2

size 3

Product

Requirements

Correlation matrix

Interrelationship matrix

5Strong ( )

Relationship weighting factors:

( 3)

( 1)

Customer Rating LLL5 , 1

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