Abstract
This report details the work of a consultant team who were recruited to advise a Danish milk producer on how to fulfil their strategy plan.
The strategy plan entitled 'Milk, cream and yogurt' was created by DanMilk in order to increase their market share of yogurt products. They wish to utilize the surplus of milk that they have been incurring over the past five years. The consultant team intended to make use of this surplus to expand DanMilk's product portfolio by offering the customers vitamin-enriched yogurt products.
The consultant team worked according to the approach called Integrated Product Development (INTP). This is a fairly modern way of developing products; members of the project team represented relevant company functions, in this case, marketing, product development, finance and manufacturing. This interdisciplinary approach combined contributions from all team members and encouraged participants to work alongside each other. Through establishment of clear objectives and effective organization, the systematic approach lead to the successful completion of the strategy plan.
The overall aim of the work carried out was to design innovative dairy products that will fit today's market and create at least 8% market share for DanMilk by 2013 (8% of Danish Dairy Market). The consultant team defined their function-specific objectives that included gaining a stronger understanding of the current dairy market. By considering finance, market shares and current manufacturing methods, the team was also able to develop a successful product range.
The report details the analysis of research carried out and provides a clear, concise description of the work done in order to fulfil the overall project aim.
