{"id":43670,"date":"2020-10-01T12:56:12","date_gmt":"2020-10-01T12:56:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/mondelez-prevoit-une-croissance-normale-pour-2020\/"},"modified":"2020-10-01T12:56:12","modified_gmt":"2020-10-01T12:56:12","slug":"mondelez-prevoit-une-croissance-normale-pour-2020","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/mondelez-prevoit-une-croissance-normale-pour-2020\/","title":{"rendered":"Mondelez pr\u00e9voit une croissance normale pour 2020"},"content":{"rendered":"<p><span style=\"background-color:white\"><strong>Mondelez International<\/strong>\u00a0s\u2019attend \u00e0 enregistrer une \u00ab\u2009ann\u00e9e normale\u2009\u00bb, avec une croissance habituelle des b\u00e9n\u00e9fices et du chiffre d\u2019affaires. Son PDG, Dirk Van de Put, pr\u00e9dit n\u00e9anmoins que la pand\u00e9mie de coronavirus a impact\u00e9 de mani\u00e8re durable les habitudes de grignotage des consommateurs.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Les march\u00e9s matures croissent \u00e0 nouveau<\/span><\/h2>\n<p><span style=\"background-color:white\">Gr\u00e2ce au confinement, Mondelez, le producteur d\u2019Oreo, de Philadelphia et de Lu entre autres, a vu son chiffre d\u2019affaires comparable augmenter de 6\u00a0% au cours du premier trimestre. Lors du trimestre suivant, s\u2019\u00e9tendant d\u2019avril \u00e0 juin, cette croissance avait baiss\u00e9 de 0,5\u00a0%. Dirk Van de Put, le Belge \u00e0 la t\u00eate de Mondelez International, en conclut que l\u2019ensemble de l\u2019ann\u00e9e sera tout \u00e0 fait normal, avec une croissance traditionnelle du chiffre d\u2019affaires d\u2019au moins 3\u00a0% et une augmentation des b\u00e9n\u00e9fices comprise entre 4 \u00e0 6\u00a0%.<\/span><\/p>\n<p><span style=\"background-color:white\">Pourtant, des changements fondamentaux sont survenus en arri\u00e8re-plan, d\u00e9clare le dirigeant dans un entretien avec Trends. Ainsi,\u00a0<a href=\"https:\/\/trends.levif.be\/economie\/entreprises\/exclu-dirk-van-de-put-mondelez-international-la-crise-profite-aux-grandes-marques\/article-normal-1335935.html\" target=\"_blank\" rel=\"noopener\">la relation entre les march\u00e9s matures et les pays en d\u00e9veloppement<\/a>\u00a0s\u2019est invers\u00e9e lors de la crise sanitaire\u00a0: alors qu\u2019avant la pand\u00e9mie les pays en d\u00e9veloppement repr\u00e9sentaient environ 5 \u00e0 7\u00a0% de la croissance, celle-ci est aujourd\u2019hui au point mort voire d\u00e9cline. Les march\u00e9s d\u00e9velopp\u00e9s, en revanche, enregistrent parfois jusqu\u2019\u00e0 8\u00a0% de hausse.<\/span><\/p>\n<p><span style=\"background-color:white\">Pourtant, les chiffres europ\u00e9ens p\u00e2tissent du recul du canal out-of-home.\u00a0\u00a0 Le chiffre d\u2019affaires europ\u00e9en a tenu compte du segment \u00ab\u2009voyage\u2009\u00bb et dans celui-ci, Mondelez cible aussi un peu la consommation hors domicile, entrainant un deuxi\u00e8me trimestre n\u00e9gatif. Depuis lors, la croissance a repris, affirme M.\u00a0Van de Put.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Nouvelle approche pour les activit\u00e9s en ligne\u00a0<\/span><\/h2>\n<p><span style=\"background-color:white\">Selon le dirigeant, la tendance \u00e0 grignoter davantage, observ\u00e9e aupr\u00e8s des consommateurs, diminuera \u00e0 nouveau. Toutefois, l\u2019\u00e9volution en faveur du commerce \u00e9lectronique est quant \u00e0 elle permanente\u00a0: les ventes en ligne de Mondelez ont doubl\u00e9, passant de 3\u00a0% \u00e0 6\u00a0% \u00e0 la fin du deuxi\u00e8me trimestre. Pour pouvoir continuer \u00e0 profiter des ventes d\u2019impulsion sur ce march\u00e9, l\u2019entreprise souhaite se concentrer sur la publicit\u00e9 en ligne &#8211; aussi lanc\u00e9e directement sur les plateformes d\u2019e-commerce. Le fabricant de biscuits se rend \u00e9galement compte de la n\u00e9cessit\u00e9 de disposer de formats adapt\u00e9s aux activit\u00e9s en ligne et d\u2019une gamme de produits beaucoup plus large. Mais cela rend la production et la distribution bien plus complexes et plus co\u00fbteuses.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00ab\u2009En Chine, tous nos entrep\u00f4ts ont d\u00e9j\u00e0 la possibilit\u00e9 d\u2019exp\u00e9dier les produits directement au consommateur. Alibaba nous demande m\u00eame d\u2019y arriver en deux heures, mais les marges sont encore acceptables, car les motocyclistes peuvent livrer n\u2019importe quel produit sur place\u2009\u00bb, d\u00e9clare le PDG.<\/span><\/p>\n<p><span style=\"background-color:white\">Afin d\u2019\u00e9conomiser des co\u00fbts dans ce contexte, le fabricant de lait veut r\u00e9duire de 25\u00a0% son nombre de r\u00e9f\u00e9rences. Aucune marque ne dispara\u00eetra du portefeuille, mais ce sera bien le cas pour des r\u00e9f\u00e9rences de produits peu populaires\u00a0: ensemble, elles ne repr\u00e9sentent que 2\u00a0% du chiffre d\u2019affaires du groupe. Mondelez envisage \u00e9galement de faire des \u00e9conomies sur les espaces de bureau dans le but d\u2019\u00e9quilibrer les co\u00fbts au quatri\u00e8me trimestre.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mondelez International\u00a0s\u2019attend \u00e0 enregistrer une \u00ab\u2009ann\u00e9e normale\u2009\u00bb, avec une croissance habituelle des b\u00e9n\u00e9fices et du chiffre d\u2019affaires. Son PDG, Dirk Van de Put, pr\u00e9dit n\u00e9anmoins que la pand\u00e9mie de coronavirus a impact\u00e9 de mani\u00e8re durable les habitudes de grignotage des consommateurs. \u00a0 Les march\u00e9s matures croissent \u00e0 nouveau Gr\u00e2ce au confinement, Mondelez, le producteur d\u2019Oreo, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":43667,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-43670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mondelez pr\u00e9voit une croissance normale 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