Part 1 2 Karina Avetisyan S Conflicte
IDRAC Lyon
Bretagne Cosmétiques
Case Study
Table of Content
Strategic analysis of the environment 2
Internal analysis of the company 2
Resources 2
Structure 3
Culture 3
Strategic areas 3
External analysis of the environment 3
5 Forces model of Porter 4
Corporate strategy 4
Vision, Mission & Values 4
Strategic SWOT and KFS 5
Corporate organization & strategy 6
Strategic fit 7
Functional strategies 8
Marketing functional strategy 8
Legal functional strategy 9
Human Resources functional strategy 10
Strategic analysis of the environment
Internal analysis of the company
When studying the internal environment of a company, there are three areas that must be scanned detailed:
The analysis of available resources of the company
The analysis of the structure of the company
The analysis of the company culture
Resources
Companies have various resources, in this case we’ll study 3 different, namely Competencies, Financial resources, Marketing resources and Industrial resources.
To identify competencies of Bretagne Cosmétique we can use the pyramid of competencies:
The only local independent producer of cosmetics
Usage of ecological products, independent business, loyal customers
Creation and distribution of natural cosmetic products
Manufacturing capabilities in terms of quality product development, Distribution capability in terms of good national expansion
Concerning the financial recourses of the company, after analysing the financial data we can conclude that:
The positive growth of private brands is resulting into a decline of average gross profit ration
Net sales in France are slowly decreasing over the period of the last 4 years. The net export sales however are rather increasing. The total net sales of the company are growing over the years.
When analysing the different brands separately we can conclude that on national level the private brands are leading. However, on exportation level, it is mostly the top line that is
Bretagne Cosmétiques
Case Study
Table of Content
Strategic analysis of the environment 2
Internal analysis of the company 2
Resources 2
Structure 3
Culture 3
Strategic areas 3
External analysis of the environment 3
5 Forces model of Porter 4
Corporate strategy 4
Vision, Mission & Values 4
Strategic SWOT and KFS 5
Corporate organization & strategy 6
Strategic fit 7
Functional strategies 8
Marketing functional strategy 8
Legal functional strategy 9
Human Resources functional strategy 10
Strategic analysis of the environment
Internal analysis of the company
When studying the internal environment of a company, there are three areas that must be scanned detailed:
The analysis of available resources of the company
The analysis of the structure of the company
The analysis of the company culture
Resources
Companies have various resources, in this case we’ll study 3 different, namely Competencies, Financial resources, Marketing resources and Industrial resources.
To identify competencies of Bretagne Cosmétique we can use the pyramid of competencies:
The only local independent producer of cosmetics
Usage of ecological products, independent business, loyal customers
Creation and distribution of natural cosmetic products
Manufacturing capabilities in terms of quality product development, Distribution capability in terms of good national expansion
Concerning the financial recourses of the company, after analysing the financial data we can conclude that:
The positive growth of private brands is resulting into a decline of average gross profit ration
Net sales in France are slowly decreasing over the period of the last 4 years. The net export sales however are rather increasing. The total net sales of the company are growing over the years.
When analysing the different brands separately we can conclude that on national level the private brands are leading. However, on exportation level, it is mostly the top line that is