Danish Crown Expansion
Danish Crown * What is the current situation of the company?
By: Márton Zátrok, Jesper Østergård, Daniel Oliver O’Connor Rosborg, Christian Henning Juul Ottarsson, and Matthew Hausman.
VIA University College
November 2012
Danish Crown
- What is the current situation of the company?
The AP Degree in
Marketing Management
Author/s: Márton Zátrok, Jesper Østergård, Daniel Oliver O’Connor Rosborg, Christian Henning Juul Ottarsson, and Matthew Hausman. Assignment: Semester Project Supervisor: Bo Leervad Christensen Characters: 51,309 Submitted: 30 November 2012
Table of Contents Page Executive Summary 1. Background Introduction 1 1.1 Problem Formulation 1 1.2 Delimitation 1 1.3 Methodology 2 1.4 Quality Assessment and Source Critic 2
2. Economics 2
2.1 Robustness 2 2.1.1 Gearing 3 2.1.2 Solvency Ratio 3 2.1.3 Acid Ratio 3
2.2 Profitability 3 2.2.1 Return on Investment 3 2.2.2 Profit Margin Ratio 3 2.2.3 Asset Turnover Ratio 4 2.2.4 Return on Equity 4 2.2.5 Return on Debt 4
2.3 Earning Capacity 4 2.3.1 Contribution Margin Percent 4 2.3.2 Capacity Ratio 4
2.4 Conclusion 4
3. International Marketing and Sales 5
3.1 Porters Five Forces 5 3.1.1 The Threat of New Entrants 5 3.1.2 The Bargaining Power of Suppliers 5 3.1.3 The Bargaining Power of Buyers 6 3.1.4 The Threat of Substitutes 6 3.1.5 Industry Competitors 6
3.2 Market Potential 6
4. Organization and Management 7 4.1 Industry 7 4.2 Raw Materials 7 4.3 Human Resources 7 4.4 Financial Resources 8 4.5 Market 8 4.6 Technology 8 4.7 Economy 8 4.8 Government 8 4.9 Socio-Cultural Development 8 4.10 International Market 8 4.11 Environmental Uncertainty 9
5. Communication 9 5.1 General Objectives 9 5.2 Audience Analysis 10 5.3 Intercultural Perspective 10 5.4 Globalization and Localization 11
6. Business Law 11 6.1 Case One 11 6.2 Case Two 12
7.
By: Márton Zátrok, Jesper Østergård, Daniel Oliver O’Connor Rosborg, Christian Henning Juul Ottarsson, and Matthew Hausman.
VIA University College
November 2012
Danish Crown
- What is the current situation of the company?
The AP Degree in
Marketing Management
Author/s: Márton Zátrok, Jesper Østergård, Daniel Oliver O’Connor Rosborg, Christian Henning Juul Ottarsson, and Matthew Hausman. Assignment: Semester Project Supervisor: Bo Leervad Christensen Characters: 51,309 Submitted: 30 November 2012
Table of Contents Page Executive Summary 1. Background Introduction 1 1.1 Problem Formulation 1 1.2 Delimitation 1 1.3 Methodology 2 1.4 Quality Assessment and Source Critic 2
2. Economics 2
2.1 Robustness 2 2.1.1 Gearing 3 2.1.2 Solvency Ratio 3 2.1.3 Acid Ratio 3
2.2 Profitability 3 2.2.1 Return on Investment 3 2.2.2 Profit Margin Ratio 3 2.2.3 Asset Turnover Ratio 4 2.2.4 Return on Equity 4 2.2.5 Return on Debt 4
2.3 Earning Capacity 4 2.3.1 Contribution Margin Percent 4 2.3.2 Capacity Ratio 4
2.4 Conclusion 4
3. International Marketing and Sales 5
3.1 Porters Five Forces 5 3.1.1 The Threat of New Entrants 5 3.1.2 The Bargaining Power of Suppliers 5 3.1.3 The Bargaining Power of Buyers 6 3.1.4 The Threat of Substitutes 6 3.1.5 Industry Competitors 6
3.2 Market Potential 6
4. Organization and Management 7 4.1 Industry 7 4.2 Raw Materials 7 4.3 Human Resources 7 4.4 Financial Resources 8 4.5 Market 8 4.6 Technology 8 4.7 Economy 8 4.8 Government 8 4.9 Socio-Cultural Development 8 4.10 International Market 8 4.11 Environmental Uncertainty 9
5. Communication 9 5.1 General Objectives 9 5.2 Audience Analysis 10 5.3 Intercultural Perspective 10 5.4 Globalization and Localization 11
6. Business Law 11 6.1 Case One 11 6.2 Case Two 12
7.
Bibliography: Askehave, I., Blenker, P., Christiansen, P. R., Blasco, M., Djursaa, M., Gram, M., et al. (2009). Meanings and Messages - intercultural business communication (1st ed.). (I. Askehave, & N. Birgitte, Eds.) Århus: Academica. Bigard. (2011). Key Figures. Retrieved November 29, 2012, from Bigard: http://www.bigard.fr/espace-professionnels/chiffres-cles.html CNN Money Crown, D. (2009). From DC FUTURE to DC2015. SHARE a magazine about growing values , 10. Crown, D. (2012, November 26). Home Page. Retrieved November 26, 2012, from Danish Crown Web site: http://www.danishcrown.de/; http://www.danishcrown.cn/ Crown, D Danish Crown. (2009/10). All the way with DC FUTRE. SHARE , 9. Danish Crown. (2010). All the way with DC FUTURE. SHARE , 9. Danish Crown. (2012, September 5). FAQ. Retrieved November 2012, 2012, from Danish Crown: http://www.danishcrown.com/Danish-Crown/FAQ/Organisation.aspx Danish Crown Danish Crown. (2012, September 27). Subsidaries. Retrieved November 29, 2012, from Danish Crown: http://www.danishcrown.com/Danish-Crown/Subsidiaries/Plumrose-USA.aspx Dinitzen, H Gleerup, A. L., Rosenkjær, U., & Rørbæk, L. (2008). An Introduction to Danish Law. Copenhagen: Drammelstrupgaard. Heinskou, N., & Lindqvist, A. (2010, December 23). Indland. Retrieved November 28, 2012, from Politiken: http://politiken.dk/indland/ECE1151333/danmark-satser-paa-halalkoeer/ Index Mundi JJ. (2012, November 20). Nyheder. Retrieved Novemeber 28, 1012, from Landbrugs Avisen: http://www.landbrugsavisen.dk/Nyheder/Netnyheder/2012/11/20/DanishCrownlederfortsatefterkapital.htm Jobber, D Joubioux, J. l. (2009, September 24). France. Retrieved November 28, 2012, from France 24: http://observers.france24.com/content/20090924-france-charal-slaughterhouse-animal-rights-l214-meat Kanerva, M Krogager, E., & Lauritzen, J. (2008). Management Accounting Financial Measurement and Planning. Århus: Academica. Michel, M. (2012, January 18). Industry-Markets. Retrieved November 28, 2012, from Global Meat News: http://www.globalmeatnews.com/Industry-Markets/French-beef-production-to-drop-by-5-in-2012 Munter, M Piérad, A. (2012, July 12). Press Releases. Retrieved Novemeber 28, 2012, from République Francaise: http://www.autoritedelaconcurrence.fr/user/standard.php?id_rub=418&id_article=1923 Appendix I: Danish Crown Financial Analysis Source: FAO – Food and Agriculture Organization of the United Nations, (Kanerva, 2011) Appendix V: Price comparison Source: (Index Mundi, 2012)