quot;The Fortune Global 500quot;
International Marketing

             Date: MAY 2009

             First assignment
     ...
GLOBAL 500
CLASSIFIED BY COUNTRY   NUMBER
                                   8
Australia
                                   2
Austria...
Country   Number
                     1
Luxembourg
Portugal             1
Malaysia             1
Mexico               5
Ne...
• GLOBAL 500 classified by region
          Region                Number
America                             177
Asia & Pa...
Global 500 classified by industry
                   Industry        Number

Mining, Crude-oil production        12
Pharma...
Industry      Number

Aerospace and Defense
Airlines                           7
Automotive Retailing, Services
Banks: Com...
Industry                 Number
Food and Drug Stores                        22
Food Consumer Products                     ...
Industry              Number
                                                   13
Metals
                                ...
• The global top five companies
  in the food consumer product
  industry
1-NESTLE
•
•   The company mission:
•   Creating Shared Value a new approach to Corporate Social Responsibility
•   Creati...
• - Environment
• We are committed to being a leader in environmental performance.
  Nestle has ensured that preserving na...
The company strategy:
•   Nestlé's business objective is to manufacture and market the Company's products in such a
    wa...
The company product mix:
1.  Nestle have 10 product lines:
2.  Bottled water: the most familiar international brands are P...
4
2-KRAFT
• The company mission
 Our reach.
 We believe we can make a delicious difference,
 everywhere.
 We’re constantly looking f...
• Consumers inspire us.
• To make today delicious, we begin with our consumers.
  We listen, we watch and we learn.
  We u...
• How we behave.
• We understand that actions speak louder than
  words, so at Kraft Foods:
• We inspire trust.
• We act l...
• Strategies
• Creating reliable, consistent growth. That's
  what we're doing at Kraft, and our strategies
  are focusing...
• Build a High Performing Organization
• We are reinforcing a mindset of candor, courage
  and action throughout the compa...
• Reframe Our Categories
• We're reframing our categories to make them more relevant to
  consumers. We are making our pro...
• Exploit Our Sales Capabilities
• Kraft has one of the largest and most powerful
  sales forces in the food industry.
• I...
• Drive Down Costs Without Compromising
  Quality
• We always keep an eye on keeping costs
  down. But not at the expense ...
• Company product mix
                                               Jet-Puffed Marshmallows
                             ...
.
•   The company mission
•   The mission is to add Vitality to life. By meeting everyday needs for nutrition; hygiene and...
• Health &nutrition
• Our Vitality mission commits us to growing our business by
  addressing health and nutrition issues....
The company strategy:
•   We have long been working to improve our understanding and management of
    the social, economi...
The company product mix:
• They have major lines
• - Food
• Unilever is one of the world's leading food companies. The
  m...
•   The company mission
•   PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more
   ...
The Company Strategy:
•   Care for customers, consumers and the world we live in. We are driven by an intense,
    competi...
PepsiCo brands and companies:
1. Frito-Lay Brands: Lay's, Cheetos, Doritos.
2. Pepsi-Cola Brands: Pepsi-Cola, Mountain Dew...
•         The Company Mission:
•   Health has always been a major concern for DANONE and is closely tied into the
    hist...
The Company Strategy:
•   DANONE has defined its principles and policies in texts such as: Fundamental Social Principles, ...
The company product mix:
• The company has main product lines
• - Fresh Dairy Products
• Danone, Actimel, Activia, Danonin...
Thank You
Tarek International
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Tarek International

  1. 1. quot;The Fortune Global 500quot; International Marketing Date: MAY 2009 First assignment TO: Dr. AMR KHEIR EL-DIN BY: TAREK ZAYAN
  2. 2. GLOBAL 500
  3. 3. CLASSIFIED BY COUNTRY NUMBER 8 Australia 2 Austria 5 Belgium 1 Belgium/Netherlands 5 Brazil 34 Britain 1 Britain/Netherlands 14 Canada 29 China 2 Denmark 2 Finland 39 France 37 Germany 7 India 2 Ireland 10 Italy 64 Japan
  4. 4. Country Number 1 Luxembourg Portugal 1 Malaysia 1 Mexico 5 Netherlands 13 Norway 2 Poland 1 Russia 5 Saudi Arabia 1 Singapore 1 South Korea 15 Spain 11 Sweden 6 Switzerland 14 Taiwan 6 Thailand 1 Turkey 1 United States 153 500
  5. 5. • GLOBAL 500 classified by region Region Number America 177 Asia & Pacific 133 Europe 190 500
  6. 6. Global 500 classified by industry Industry Number Mining, Crude-oil production 12 Pharmaceuticals 12 Beverages 5 Household and Personal Products 4 Network and Other Communications 5 Equipment Building materials, Glass 5 Entertainment 4 Banks: Commercial and Savings 67 Food Consumer Products 5 Utilities 19 Bibe lines 2
  7. 7. Industry Number Aerospace and Defense Airlines 7 Automotive Retailing, Services Banks: Commercial and Savings Beverages Building materials, Glass 5 Chemicals 11 Computer Services and Software 2 Computers, Office Equipment 11 Diversified Financials 7 Electronics, Electrical Equip. 17 Energy 6 Engineering, Construction 14 Entertainment 4
  8. 8. Industry Number Food and Drug Stores 22 Food Consumer Products 5 Food Production 3 Food Services 3 Forest and Paper Products 3 General Merchandisers 8 Health Care: Insurance and Managed Care 5 Health Care: Pharmacy and Other Services 3 Homebuilders 2 Information Technology service Household and Personal Products Industrial and Farm Equipment 7 Insurance: Life, Health (mutual) 8 Insurance: Life, Health (stock) 19 Insurance: P&C (mutual) 3 Insurance: P&C (stock) 15
  9. 9. Industry Number 13 Metals 12 Mining, Crude-oil production 6 Miscellaneous 33 Motor vehicles and Parts 5 Network and Other Communications Equipment 39 Petroleum Refining 12 Pharmaceuticals 3 Railroads 4 Securities 3 Semiconductors and Other Electronic Components 4 Shipping 10 Specialty Retailers 22 Telecommunications 2 Temporary Help 3 Tobacco 10 Trading 19 Utilities 2 Wholesalers: Electronics and Office Equipment 5 Wholesalers: Health Care 3 Wholesalers: Other
  10. 10. • The global top five companies in the food consumer product industry
  11. 11. 1-NESTLE • • The company mission: • Creating Shared Value a new approach to Corporate Social Responsibility • Creating Shared Value is a very different approach to corporate social responsibility (CSR), because it is not focused on meeting a set of standard external criteria, or on philanthropy. The idea of winners and losers doesn’t fit this model of CSR • Through Creating Shared Value, Nestlé links its operations to long-term value both for its business and for society as a whole, and defines its success in terms of internal financial returns and external social and economic results • Ultimately, creating shared value acknowledges both the work that corporations need to do to reduce negative impacts on society as well as, and more fundamentally, how they can be part of progress on global challenges • - Farmers and Agriculture • Ensuring sustainable agricultural practices is in the interest of the entire food chain, from producers to consumers. And it is of urgent concern as global caloric consumption is set to double in the coming years, which will require producing two to three times more agricultural products on the same amount of cultivated land • - People • Our principal assets are not office buildings, factories, or even brands. Rather, it is the fact that we are a global organization comprised of many nationalities, religions, and ethnic backgrounds all working together in one single unifying corporate culture. Our culture unifies people on all continents, with roughly half our factories and people located in the developing world
  12. 12. • - Environment • We are committed to being a leader in environmental performance. Nestle has ensured that preserving natural resources and minimizing waste have become an integral part of the day-to-day activities in all Nestlé operations worldwide • Water - our top priority • The sustainable product life cycle • - Consumers and Community • Nestlé: Engaged with Consumers • Nutritious food and beverages are Nestlé’s business and provide its main opportunity to contribute to society. Nestlé’s competitiveness is deeply embedded in the benefit provided to consumers • Nestlé: Engaged within the Community • Nestle has developed strong national companies which are fully integrated into the social, cultural, and economic life of the country where they operate • Nestlé also engages actively in society, through communities where it is represented through a range of partnerships and programs
  13. 13. The company strategy: • Nestlé's business objective is to manufacture and market the Company's products in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, and business partners. • Nestlé does not favor short-term profit at the expense of successful long-term business development. • Nestlé recognizes that its consumers have a sincere and legitimate interest in the behavior, beliefs and actions of the Company behind brands in which they place their trust, and that without its consumers the Company would not exist. • Nestlé believes that, as a general rule, legislation is the most effective safeguard of responsible conduct, although in certain areas, additional guidance to staff in the form of voluntary business principles is beneficial in order to ensure that the highest standards are met throughout the organization. • Nestlé is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and employees. Therefore recruitment of the right people and ongoing training and development are crucial. • Nestlé continues to maintain its commitment to follow and respect all applicable local laws in each of its markets.
  14. 14. The company product mix: 1. Nestle have 10 product lines: 2. Bottled water: the most familiar international brands are Perrier Vittel. 3. Baby food: the most familiar international brand is Cererl. 4. Dairy products: the most familiar international brands are Nido, coffee mate & Nesvita. 5. Breakfast cereals. 6. Ice Cream: the most familiar are nestle ice cream & dolce. 7. Nutrition. 8. Beverages: the most familiar are Nesquik Nescafé Nespresso. 9. Chocolate &Confectionery 10. Prepared Foods 11. Pet care
  15. 15. 4 2-KRAFT
  16. 16. • The company mission Our reach. We believe we can make a delicious difference, everywhere. We’re constantly looking for fresh ideas to improve our workplace, our partnerships, our communities and our world.
  17. 17. • Consumers inspire us. • To make today delicious, we begin with our consumers. We listen, we watch and we learn. We understand their joys and their challenges because we’re consumers too. • • What we do. • We make delicious foods you can feel good about. Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts into creating foods that are wholesome and delicious. • • Our reach. • We believe we can make a delicious difference, everywhere. We’re constantly looking for fresh ideas to improve our workplace, our partnerships, our communities and our world.
  18. 18. • How we behave. • We understand that actions speak louder than words, so at Kraft Foods: • We inspire trust. • We act like owners. • We keep it simple. • We are open and inclusive. • We tell it like it is. • We lead from the head and the heart. • We discuss. We decide. We deliver.
  19. 19. • Strategies • Creating reliable, consistent growth. That's what we're doing at Kraft, and our strategies are focusing our efforts
  20. 20. • Build a High Performing Organization • We are reinforcing a mindset of candor, courage and action throughout the company. Our management team is leading by example to encourage open and honest discussions. We want to learn from what's working well, identify what's not and decide how we can fix it. • We're also striking a balance between decision- making globally and locally. We're putting more decisions in the hands of our local-market leaders. After all, they are closest to our consumers.
  21. 21. • Reframe Our Categories • We're reframing our categories to make them more relevant to consumers. We are making our products more contemporary by identifying key consumer trends that can have the biggest impact on our business. These trends are: • Health & Wellness • Quick Meals • Snacks • Premium • We're also looking at our business in new ways and seeing how we can use our combination of brands to find that next great-tasting product.
  22. 22. • Exploit Our Sales Capabilities • Kraft has one of the largest and most powerful sales forces in the food industry. • In the United States, we are piloting a new sales initiative to give store managers a single point of contact for Kraft. This will create more opportunities to showcase the products consumers want and ensure they're always in stock. Internationally, we're expanding our distribution reach in developing countries where there is rapidly growing demand. • Investing in and leveraging these competitive advantages will help drive business growth.
  23. 23. • Drive Down Costs Without Compromising Quality • We always keep an eye on keeping costs down. But not at the expense of quality. We're continuing to invest in our products to ensure everything we make is truly delicious. • We're also taking stock of what we do best as a company and where we might be better served by outsourcing certain activities. This allows us to work more closely and efficiently with suppliers, customers and ultimately, with consumers.
  24. 24. • Company product mix Jet-Puffed Marshmallows Deli Creations Athenos Knox Gelatin DiGiorno Baker's Chocolate Knudsen Easy Cheese Bagel-Fuls Kool-Aid Easy Mac Balance Bars Kraft Cheese Nips Garden Barnum Animal Crackers Jell-O Harvest Boca Kraft Deluxe Toasted Chips Breakstone's Kraft Handi-Snacks General Foods Bull's-Eye BBQ Kraft Mayo with Olive Oil International California Pizza Kitchen Kraft Natural Cheese Coffees Cameo Kraft Parmesan Gevalia Capri Sun Kraft Salad Dressing Ginger Snaps Caramels Kraft Singles Good Seasons Cheez Whiz Light 'n Lively Grey Poupon Chips Ahoy Live Active Honey Maid Claussen Lunchables Cool Whip Corn Nuts Country Time Crystal Light
  25. 25. . • The company mission • The mission is to add Vitality to life. By meeting everyday needs for nutrition; hygiene and personal care with brands that help people look good, feel good and get more out of life • Enthused with Vitality • Vitality is at the heart of everything we do. It's in our brands, our people and our values • Vitality means different things to different people. Some see it as energy; others view it more broadly as a healthy state of body and mind – of feeling alive • Whatever their personal definition, millions of people around the world use our products daily to add Vitality to their lives - whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack • Ever since the th Century when William Hesketh Lever stated that the company's mission was quot;to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products,quot; Vitality has been at the heart of our business • Vitality defines what we stand for: our values, what makes us different, and how we contribute to society. It's the common thread that links our brands and it’s central to the unique way we operate around the world
  26. 26. • Health &nutrition • Our Vitality mission commits us to growing our business by addressing health and nutrition issues. We focus on priorities including children and family nutrition, cardiovascular health and weight management • Inside &out • Our culture also embodies Vitality. Adding Vitality to life requires the highest standards of behavior towards everyone we work with, the communities we touch and the environments on which we have an impact • The growing demand for more Vitality in life provides us with a huge opportunity for growth. The way we work and the products we develop are shaped by consumer trends, along with the need to help raise health and hygiene standards in both the developing and industrialized regions of the world
  27. 27. The company strategy: • We have long been working to improve our understanding and management of the social, economic and environmental impacts of our business. Some of our recent milestones are set out in the timeline below • The Unilever Executive reaffirmed our corporate responsibility strategy. This set out a commitment to maintain and build on our existing activities including our work in sustainable sourcing, supply-chain standards, eco-efficiency, and employee wellbeing and community engagement • As values-led brands will increasingly drive our business, another element of the strategy is to integrate social, economic and environmental considerations into the development plans of our brands. This goes further than the life-cycle assessment work we have been doing over many years to reduce the wider environmental footprint of our products. In we began mapping the 'imprint' of some of our global brands • At the same time, to underpin our activities and achieve more effective solutions, we decided to focus our external partnerships on two Vitality themes, nutrition and hygiene, where we can make the most impact
  28. 28. The company product mix: • They have major lines • - Food • Unilever is one of the world's leading food companies. The most famous brands are Lipton and knor • - Home care • In many parts of the world they lead the home care market; the most famous brands are OMO and Comfort • - Personal care • The most successive brands are Axe, Dove, Lux, Pond's, Rexona and Sunsilk
  29. 29. • The company mission • PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than $39 billion and over 185,000 employees. • PepsiCo’s mission is “To be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.” • PepsiCo commitment (vision • Sustained Growth is fundamental to motivating and measuring our success. Our quest for sustained growth stimulates innovation, places a value on results, and helps us understand whether today’s actions will contribute to our future. It is about growth of people and company performance. It prioritizes making a difference and getting things done. • Empowered People means we have the freedom to act and think in ways that we feel will get the job done, while being consistent with the processes that ensure proper governance and being mindful of the rest of the company’s needs. • Responsibility and Trust form the foundation for healthy growth. It’s about earning the confidence that other people place in us as individuals and as a company. Our responsibility means we take personal and corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust between ourselves and others by walking the talk and being committed to succeeding together
  30. 30. The Company Strategy: • Care for customers, consumers and the world we live in. We are driven by an intense, competitive spirit in the marketplace, but we direct this spirit toward solutions that achieve a win for each of our constituents as well as a win for the corporation. Our success depends on a thorough understanding of our customers, consumers and communities. Caring means going the extra mile. Essentially, this is a spirit of growing rather than taking. • Sell only products we can be proud of. The test of our standards is that we must be able to personally endorse our products without reservation and consume them ourselves. This principle extends to every part of the business, from the purchasing of ingredients to the point where our products reach the consumer’s hands. • Speak with truth and candor. We speak up, telling the whole picture, not just what is convenient to achieving individual goals. In addition to being clear, honest and accurate, we take responsibility to ensure our communications are understood. • Balance short term and long term. We make decisions that hold both short-term and long- term risks and benefits in balance over time. Without this balance, we cannot achieve the goal of sustainable growth. • Win with diversity and inclusion. We leverage a work environment that embraces people with diverse backgrounds, traits and different ways of thinking. This leads to innovation, the ability to identify new market opportunities, all of which helps develop new products and drives our ability to sustain our commitments to growth through empowered people.
  31. 31. PepsiCo brands and companies: 1. Frito-Lay Brands: Lay's, Cheetos, Doritos. 2. Pepsi-Cola Brands: Pepsi-Cola, Mountain Dew, Aquafina, 7up, Mirinda. 3. Gatorade Brands 4. Tropicana Brands: Pure Premium juices, Pure Tropics juices, Dole juices. 5. Quaker Brands: Oatmeal, Life cereal, Quaker Bakeries.
  32. 32. • The Company Mission: • Health has always been a major concern for DANONE and is closely tied into the history of the company and its brands. In the s, Danone's yoghurt, developed from a Nobel laureate's work on the benefits of dairy cultures in foods was sold exclusively in pharmacies. Since then, Danone has set itself the mission of quot;bringing health through food to a maximum number of people quot;. This positioning defines DANONE's innovation policy and strategy. It was with this in mind that the company decided to sharpen its focus and reduce its business lines to three core sectors: fresh dairy products, beverages, and biscuits and cereal products. The new scope of the Group, announced in July , is an integral part of the group's long term strategy, referred to as quot;health governance.quot; This philosophy, reflecting growing demands from civil society, is based on three basic pillars: respect of principles of self-regulation formalized in particular in the Food, Nutrition and Health Charter; support for dialogue between industrialists, political authorities and civil society; providing evidence for scientific claims on products
  33. 33. The Company Strategy: • DANONE has defined its principles and policies in texts such as: Fundamental Social Principles, Business Conduct Policies, and Charter for the environment, Food Nutrition and Health Charter and Groupe DANONE Groundwater Resources Protection Policy, Diversity Charter. These key texts guide management around the world • The Food, Nutrition and Health Charter, applied throughout the Group's subsidiaries, reflect our willingness to make public commitments. In addition to reaffirming five core values – balance, variety, pleasure, sociability and information – the Charter commits to: propose products adapted to needs and tastes •dialogue with scientists •support research •promote knowledge sharing •heed public opinion •communicate with clarity and transparency •guarantee the scientific validity of the claimed benefits •promote responsible advertising •encourage physical activity • -Sustainable development as a business model is an important competitive advantage that enables DANONE to • - Build consumer trust in brands backed by steady flow of investment in product safety, respect for environmental standards and concern for society at large • - Attract talented people looking for a business with a strong culture and value; consolidate internal cohesion trough management practices favoring individual progress • - Forge mutually beneficial ties to strategic customer and suppliers
  34. 34. The company product mix: • The company has main product lines • - Fresh Dairy Products • Danone, Actimel, Activia, Danonino, Vitalinea (Taillefine, Vitasnella or Ser in some countries), Danacol • - Bottled Water and Beverages • Evian, Volvic, Aqua, Bonafont, Font Vella • - Babyfood • Bledina, Gallia
  35. 35. Thank You

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