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Lotus Bakery, Case Study

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Lotus Bakery, Case Study
Lotus Bakeries NV
International case study

Bart Bauwens
Director Export November 2010

Personal introduction
• Bart Bauwens – 1967 • Master in Business Economics - University of Ghent, Belgium – 1991 • Master in Business Administration – National University of Singapore – 2008 • Specialisation in Export Management University of Antwerp, Belgium • 1/1/2000: Start with Lotus Bakeries • Director Sales & Marketing Lotus Bakeries Asia Pacific : 1/11/2003 – 31/07/2008 • Since 1/08/2008: Director Export

Aim of this lecture :
• Introduce you shortly to Lotus Bakeries, our products and our structure and link it to our export strategy • Go over some very simple basic principles to take in consideration in export with focus on 4 P’s • Case: introducing Lotus in China • Challenge you to think beyond the known and see international business with different eyes • Q & A.

Contents :
1) Who is Lotus Bakeries ?
• • • • • • 1.History 2. Products 3.Organization 4.Results 5. Corporate Strategy 6.Realisation most important projects

2) Why exporting ? 3) How to start the export adventure ?

4) Case : Introduction of Lotus in China
5) Q&A

1) Who is Lotus Bakeries ?

1. History

1932

1974

1988

2001

2006

2008

Foundation Lotus NV Merger with Corona

IPO Lotus brand

Acquisition of Koninklijke Peijnenburg (NL) Acquisition of Anna’s Pepparkakor (SE)

2. Products
Caramelised biscuits Gingerbread Cakes Waffles Pepparkakor

Caramelized biscuits

Gingerbread

Cakes

Waffles

Pepparkakor

3. Operational organisation
Corporate headquarters in Lembeke

3. Operational organisation

Corporate Executive Committee Group Management Team Northern & Eastern Europe

Belgium

Netherlands

France

UK

North America

Export

3. Operational organisation
Production plants Belgium: 4 France: 2

Netherlands: 3
Sweden: 1 Canada: 1

3. Operational organisation
Production plants
Canada: Calgary

F: Comines &
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