{"id":46599,"date":"2021-02-12T11:31:10","date_gmt":"2021-02-12T11:31:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/analyse-le-chateau-de-cartes-kraft-heinz-perd-un-nouvel-etage\/"},"modified":"2021-02-12T11:31:10","modified_gmt":"2021-02-12T11:31:10","slug":"analyse-le-chateau-de-cartes-kraft-heinz-perd-un-nouvel-etage","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-le-chateau-de-cartes-kraft-heinz-perd-un-nouvel-etage\/","title":{"rendered":"Analyse : le ch\u00e2teau de cartes Kraft Heinz perd un nouvel \u00e9tage"},"content":{"rendered":"<p>Six ans apr\u00e8s la fusion, les ambitions d\u00e9mesur\u00e9es de <strong>Kraft<\/strong> et <strong>Heinz<\/strong> laissent place \u00e0 un constat amer\u00a0: la fameuse strat\u00e9gie \u00ab\u00a0buy&amp;build\u00a0\u00bb est un \u00e9chec. Avec la vente de sa division Fruits \u00e0 coque, le groupe se replie encore un peu plus sur son c\u0153ur d\u2019activit\u00e9s.\u00a0Une r\u00e9interpr\u00e9tation du mythe d\u2019Icare\u2009?<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Cacahu\u00e8tes<\/h2>\n<p>Six ans presque jour pour jour apr\u00e8s la cr\u00e9ation de Kraft Heinz par le gourou de l\u2019investissement Warren Buffett et le fonds d\u2019investissement br\u00e9silien <strong>3G<\/strong> en 2015, on apprend que le g\u00e9ant de l\u2019agroalimentaire va vendre ses activit\u00e9s dans les fruits \u00e0 coque \u2013 sa filiale danoise <strong>Planters <\/strong>\u2013 \u00e0 son rival <strong>Hormel Foods<\/strong>.<\/p>\n<p>\u00a0<\/p>\n<p>Ce dernier met sur la table le montant assez g\u00e9n\u00e9reux de 3,35 milliards de dollars (2,76 milliards d\u2019euros). Pour Hormel, d\u00e9j\u00e0 active dans le secteur des fruits \u00e0 coque avec notamment la marque de beurre d\u2019arachide <strong>Skippy<\/strong>, l\u2019acquisition permet ind\u00e9niablement de renforcer des activit\u00e9s existantes.<\/p>\n<p>\u00a0<\/p>\n<p>Et c\u2019est pr\u00e9cis\u00e9ment le point faible du ch\u00e2teau de cartes \u00e9difi\u00e9 par Buffett et 3G ces derni\u00e8res ann\u00e9es\u00a0: si Kraft Heinz repose essentiellement bas\u00e9e sur les deux marques du m\u00eame nom, la strat\u00e9gie d\u2019acquisitions agressive qu\u2019il a men\u00e9e a conduit \u00e0 l\u2019ajout d\u2019un trop grand nombre de pi\u00e8ces rapport\u00e9es qui ne renforcent pas suffisamment la structure globale et ont dispers\u00e9 le groupe.<\/p>\n<p>\u00a0<\/p>\n<h2>Unilever<\/h2>\n<p>En soi, la d\u00e9cision de Kraft Heinz n\u2019a rien d\u2019\u00e9tonnant. Les Br\u00e9siliens de 3G voulaient manifestement reprendre la recette d\u2019<strong>AB InBev<\/strong> : grossir par des acquisitions os\u00e9es et puis rentabiliser l\u2019op\u00e9ration par une chasse impitoyable aux \u00e9conomies et aux synergies, une strat\u00e9gie qui avait permis \u00e0 la modeste multinationale InBev de devenir premier brasseur mondial.<\/p>\n<p>\u00a0<\/p>\n<p>Ce qui s\u2019\u00e9tait notamment traduit en 2017 par une tentative tr\u00e8s audacieuse de <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/kraft-heinz-doet-overnamebod-op-unilever\">prendre le contr\u00f4le d\u2019Unilever<\/a>. Que le groupe anglo-n\u00e9erlandais soit beaucoup plus grand que Kraft Heinz n\u2019avait pas emp\u00each\u00e9 ces derniers de mettre quelque 120 milliards d\u2019euros sur la table. Mais la tentative de rapprochement a \u00e9t\u00e9 imm\u00e9diatement rejet\u00e9e par le conseil d\u2019administration d\u2019Unilever.\u00a0Et quand la Premi\u00e8re ministre britannique de l\u2019\u00e9poque Theresa May a commenc\u00e9 \u00e0 s\u2019immiscer dans le dossier, Kraft Heinz a \u00e9t\u00e9 contraint de faire marche arri\u00e8re. <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/reprise-de-danone-par-kraft-heinz-en-vue\">Les Am\u00e9ricains auraient ensuite jet\u00e9 son d\u00e9volu sur Danone<\/a>, mais ces rumeurs ne se sont jamais concr\u00e9tis\u00e9es par une offre officielle.<\/p>\n<p>\u00a0<\/p>\n<h2>D\u00e9clin<\/h2>\n<p>C\u2019\u00e9tait le d\u00e9but d\u2019un long d\u00e9clin. Au moment de l\u2019offre sur Unilever, les actions de Kraft Heinz avaient atteint un sommet d\u2019un peu moins de 97 dollars. Aujourd\u2019hui, elles se n\u00e9gocient aux alentours de 35 dollars. Kraft Heinz a bien poursuivi ses activit\u00e9s cahin-caha durant les ann\u00e9es suivantes,\u00a0 mais il \u00e9tait d\u00e9j\u00e0 clair parmi les dirigeants qu\u2019il fallait intervenir.<\/p>\n<p>\u00a0<\/p>\n<p>C\u2019est ce qui s\u2019est produit en 2019. Le CEO Bernardo Hees a \u00e9t\u00e9 renvoy\u00e9, remplac\u00e9 par Miguel Patricio, l\u2019ancien directeur marketing de (oui, oui) AB InBev. Lequel a imm\u00e9diatement d\u00e9cid\u00e9 de proc\u00e9der \u00e0 un grand nettoyage. Plusieurs <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/kraft-heinz-doit-revoir-ses-comptes-annuels\">op\u00e9rations comptables<\/a> ont d\u2019abord abouti \u00e0 15 milliards de dollars de d\u00e9pr\u00e9ciations sur des marques qui ne r\u00e9pondaient pas aux attentes.<\/p>\n<p>\u00a0<\/p>\n<p>Patricio <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-nouveau-dirigeant-de-kraft-heinz-r%C3%A9v%C3%A8le-le-ketchup-cr%C3%A9atif\">veut \u00e0 pr\u00e9sent se concentrer sur son c\u0153ur d\u2019activit\u00e9s<\/a>\u00a0: les ar\u00f4mes, les plats cuisin\u00e9s et les snacks.\u00a0En septembre dernier, il a ainsi vendu la division fromage \u00e0 <strong>Lactalis<\/strong> pour quelque 2,6 milliards d\u2019euros. Et c\u2019est \u00e0 pr\u00e9sent le tour des fruits \u00e0 coque de Planters.<\/p>\n<p>\u00a0<\/p>\n<h2>L\u2019agroalimentaire n\u2019est pas la bi\u00e8re<\/h2>\n<p>En soi, il serait trop s\u00e9v\u00e8re de dire que les propri\u00e9taires de Kraft Heinz ont commis une erreur. Mais pour un groupe qui tente de se positionner dans l\u2019industrie agroalimentaire au sens large, il n\u2019y a gu\u00e8re de sens \u00e0 copier la strat\u00e9gie d\u2019acquisitions d\u2019une soci\u00e9t\u00e9 strictement concentr\u00e9e sur un produit particulier \u2013 le directeur g\u00e9n\u00e9ral d\u2019AB InBev, Carlos Brito, a toujours affirm\u00e9 qu\u2019il n\u2019avait aucune ambition en dehors du secteur brassicole.<\/p>\n<p>\u00a0<\/p>\n<p>Buffett et 3G semblent ainsi avoir sous-estim\u00e9 la question quand ils se sont lanc\u00e9s dans l\u2019aventure Kraft Heinz en 2015. Peut-\u00eatre, <a href=\"https:\/\/www.ft.com\/content\/2bc12c58-550f-4615-94d3-f472b4fba608\" target=\"_blank\" rel=\"noopener\">comme l\u2019a subtilement remarqu\u00e9 le FT<\/a>, sont-ils meilleurs pour n\u00e9gocier un bon prix sur une vente que pour racheter de nouvelles activit\u00e9s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Six ans apr\u00e8s la fusion, les ambitions d\u00e9mesur\u00e9es de Kraft et Heinz laissent place \u00e0 un constat amer\u00a0: la fameuse strat\u00e9gie \u00ab\u00a0buy&amp;build\u00a0\u00bb est un \u00e9chec. Avec la vente de sa division Fruits \u00e0 coque, le groupe se replie encore un peu plus sur son c\u0153ur d\u2019activit\u00e9s.\u00a0Une r\u00e9interpr\u00e9tation du mythe d\u2019Icare\u2009? \u00a0 Cacahu\u00e8tes Six ans presque [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":46596,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-46599","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Analyse : le ch\u00e2teau de cartes Kraft Heinz perd un nouvel \u00e9tage - RetailDetail 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