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MGM1-AEBE

FrancineCarron

Prof.HaiyanZhang

 AssignmentLecture06.TheAsianPlayers(2)

_______________________________________________________________________________

Step1:Identify

ThecompanyIselectedisBarryCallebaut ,itisfromoriginaBelgian

companyanditisakeyplayerintheGlobalConfectioneryIndustry.

BarryCallebauthasbusinessesallovertheglobeincludingextensive

businessinAsia.In2004,CallebautopenedsalesofficesinTokyo,

Japan.In2008thecompanyopenedachocolatefactoryanda

ChocolateAcademyinSuzhou,(nearShanghai)inChina.ThatsameyearCallebautsignedtheacquisitionofchocolateproduction

capacityfromMorinaga,JapanandopenedasalesofficeinMumbai,

India.Theaboverecentlysetupproductionfacilitiesarenotthefirst

inAsiaforCallebaut;thechocolatecompanyhadalreadyafactoryin

Singaporesince1997.Ibelievethatitisclearwiththeformer

overviewthatBarryCallebautisastrongBelgianplayerinAsiaand

canbeusedforthisexercise.

Step2:Press,Websites&Companyreports-majorvaluechainactivities

 AfewpointsofCallebaut’swebsite:

*AsianpresenceinChina,India,andSingapore.

*Callebauthasapresencein24countriesandoperatesinmorethan

40productionfacilitiesworldwide.

*Futuregrowthinchocolateconsumptiontocomeprimarilyfrom

emergingmarketsinEasternEurope,Asia-PacificandLatinAmerica*salesofaboutCHF5.2billioninfiscal2009/10(closingAugust31,

2010)

 AfewpointsofCallebautinthePress:

*OpeningofproductionfacilitiesandchocolateacademiesinAsia;an

investmentof14millioneuro.

*Callebautwouldliketosix-foldsalesinAsiaby2012

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*ChinaforCallebautisbecomingthemostimportantAsianmarket-

thecompanyisexpectingagrowthratioof9%ayear.

*ChineseloveBelgianChocolates

*DuetotheAsianmarketsCallebaut’sprofitsincrease

*CallebautemployeesrunahalfmarathonontheChinesewall

MajorValueChainactivities:

Production/Manufacturing

Innovation(R&D)

Sales/Administration

ChocolateAcademy(Training)

GlobalChocolateProducts

Planning,storageanddistribution

CoreActivities:

*Sourcingofrawmaterialsandriskmanagement

*Processingofcocoatosemi-finishedproducts

*Productionofchocolate,compoundcoatingsandrelatedproducts

*Salesandmarketingofchocolateandcocoaproducts

*R&Dandtailor-madeservicestofitthecustomer’sindividualneeds

Know-howalongtheentirevaluechain:

BarryCallebautistheonlyfullyintegratedchocolatecompanyactive

throughouttheentirevaluechainofchocolateproduction,ableto

serveitscustomersonaworldwidelevel,withconsistentqualityand

about2,000differentrecipes.1

1http://www.barry-callebaut.com/48

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Step3:

Value-

chain

Activity

Home

Country

Location1 Location2 Location3

R&D* Switzerland/

Belgium

West:

Sweden,UK,

Poland,Italy

France&Germany-

Canada&US

Asia:

Singapore,

China,

Malaysia

East:Russia

Input

Logistics

Unableto

find

Unableto

find

Unableto

find

Unableto

find

Global

Products

Switzerland/

Belgium

West:

Sweden,

Spain,UK,

The

Netherlands,Poland,Italy

France&

Germany-

Canada&US

Asia:

Singapore,

China,

Malaysia

Africa:

Cameroon,

Ghana,

IvoryCoast,

Operations Centralized

inandby

eachcountry

Centralized

inandby

each

country

Centralized

inandby

each

country

Centralized

inandby

each

country

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Marketing

&Sales

Switzerland/

Belgium

West:

France,

Germany,

Poland,

Italy,Spain,Czech

Republic,

Sweden,The

Netherlands,

UK&US

Asia:China,

India,

Malaysia,

Singapore

Latin

America:

Brazil,

Ecuador

Output

Logistics

Unableto

find

Unableto

find

Unableto

find

Unableto

find

After-

marketService

Switzerland/

Belgium

West:

Canada,France,

Poland,

Spain,The

Netherlands,

UK&US

Asia:China,

India&Singapore

East:Russia

*NOTE:Callebauthas40productionfacilitiesworldwide-therefore

itishardtofindwhicharethetopproducingcountries.(Hopefully

professor-youcanhelpmewiththat.)OthercountriesincludeRussianFederation,Mexico,Brazil&Turkey.