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Brasil Foods Essay

904 words - 4 pages

Sample 1

Brazil
 Foods
 Situational
 Analysis
 
In
 2011,
 Brazil
 Foods
 CEO
 starts
 one
 of
 the
 most
 important
 phases
 of
 his
 career
 and
  his
 company’s
 expansion.
 
  After
 approval
 by
 CADE
 for
 the
 merger
 of
 Perdigão
 and
 Sadia,
 newborn
 Brazil
 Foods
  must
 now
 define
 its
 domestic/international
 strategy
 to
 achieve
 the
 2015
 objectives.
 

Where
 are
 we
 now?
 
Brazilian
 Market
 
  The
 Brazilian
 economy
 is
 growing,
 and
 that
 is
 being
 felt
 in
...view middle of the document...

 However,
 It
 did
 not
 have
 any
 operations
 in
 those
 countries
 –
 selling
 its
  products
 through
 wholesalers.
 
 

Sample 1 This
 meant
 is
 was
 hard
 for
 BRF
 to
 export
 anything
 other
 that
 frozen
 foods,
 due
 to
 the
  low
 shelf
 time
 of
 its
 other
 products
 and
 the
 complex
 supply
 chain
 they
 implied.
 Their
  exports
 accounted
 for
 9.2R$
 billion
 in
 2010,
 nearly
 40%
 of
 revenues.
 
 

Where
 do
 we
 want
 to
 go?
 
Mr.
 Fay
 set
 an
 ambitious
 objective
 for
 Brazil
 Foods:
 to
 double
 revenue
 from
 R$22,7
  billion
 to
 R$50
 billion
 in
 five
 years.
  In
 order
 to
 achieve
 this
 target
 BFR
 would:
  • • • Expand
  domestically
  within
  the
  CADE
  restrictions,
  mainly
  in
  the
  food
  services
  area,
 selling
 products
 as
 unprocessed
 meats
 and
 margarine.
 
  Expand
 internationally
 using
 the
 same
 business
 model
 as
 in
 Brazil
  Develop
 vertically
 integrated
 operations
 in
 areas
 as
 China,
 India,
 Middle
 East
  and
 Africa.
 
  1) Domestic
 Expansion
  BRF
  is
  restricted
  in
  its
  domestic
  expansion
  due
  to
  the
  CADE
  restrictions,
  which
  oblige
  it
  to
  sell
  assets
  and
  factories
  and
  stop
  selling
  some
  Perdigão
  products
 for
 3-­‐5
 years.
 
  At
 the
 moment
 they
 are
 diversifying
 their
 business
 into
  BRF
 already
 has
 strong
 market
 shares
 (60%
 to
 80%)
 in
 their
 domestic
 market.
  They
 are
 now
 working
 to
 keep
 those
 market
 shares
 and
 further
 increase
 their
  brand
 value
 for
 the
 Brazilian
 customer.
 
  With
  the
  approved
  merger,
  they
  will
  now
  be
  able
  to
  fully
  profit
  from
  the
  created
 synergies
 and
 develop
 know-­‐how,
 cost
 reductions,
 and
 optimization
  processes
 to
 both:
  • • Reduce
 costs
 and
 strengthen
 their
 position
 in
 Brazil
  Apply
 new
 knowledge
 and
 synergies
 to
 their
 new
 markets
 abroad.
 

2) International
 Expansion
  The
  next
  step
  to
  BRF
  is
  to
  become
  a
  true
  multinational,
  by
  creating
  a
  vertically
 integrated
 supply
 chain
 in
 other
 countries.
 With
 this
 business
 model
...

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