Abstract
The mission provided by the group is to accentuate health through the food industry to the largest number of people From a strategic point of view, Danone's situation is unique. Danone created the Danone Research Institute which tries to find new products which benefit health. In fact, this laboratory is very active, and its research had led to the development of numerous products, especially in the dairy products field.
Moreover, we can notice that the group has key positions in three areas, and two of them are very profitable compared to the general food market (bottled water and biscuits). It is a positive element because operational margins are thus very high and it serves as an engine of growth for the whole company.
Marketing is a key function for Danone, in order to make the products known to the public and thus increase sales. The company is very well considered by the sector, and students from business schools rank the group as the most attractive one in the sector .
Lastly, the sponsoring activity is very important for the group. Indeed, Danone is active in the sports field, with a soccer cup organized by the group, by instance. This element also contributes to the positive image of the group.
