{"id":54509,"date":"2022-03-08T13:28:58","date_gmt":"2022-03-08T13:28:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/le-rappel-a-lordre-du-nouveau-ceo-danone-sous-performe\/"},"modified":"2022-03-08T13:28:58","modified_gmt":"2022-03-08T13:28:58","slug":"le-rappel-a-lordre-du-nouveau-ceo-danone-sous-performe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-rappel-a-lordre-du-nouveau-ceo-danone-sous-performe\/","title":{"rendered":"Le rappel \u00e0 l\u2019ordre du nouveau CEO : \u00ab Danone sous-performe \u00bb"},"content":{"rendered":"<p><strong>Danone <\/strong>lance une nouvelle strat\u00e9gie\u00a0: le fabricant de yaourts affirme avoir sous-perform\u00e9 ces derni\u00e8res ann\u00e9es, mais le nouveau CEO Antoine de Saint-Affrique veut inverser la tendance.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Attention et ex\u00e9cution<\/h2>\n<p>\u00ab\u00a0Aujourd\u2019hui marque une \u00e9tape importante pour Danone.\u00a0 Nous avons un nouveau Directeur G\u00e9n\u00e9ral, une nouvelle strat\u00e9gie, et un objectif clair\u00a0: acc\u00e9l\u00e9rer la croissance organique afin de renouer avec la cr\u00e9ation de valeur durable\u00a0\u00bb, clame de pr\u00e9sident du conseil d\u2019administration Gilles Schnepp \u00e0 propos de la nouvelle strat\u00e9gie \u00ab\u00a0Renew Danone\u00a0\u00bb.<\/p>\n<p>\u00a0<\/p>\n<p>Quand il a <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/antoine-de-saint-affrique-nouveau-patron-de-danone\" target=\"_blank\" rel=\"noopener\">pris ses fonctions \u00e0 la mi-septembre<\/a>, le nouveau CEO a imm\u00e9diatement fait proc\u00e9der \u00e0 une \u00e9valuation du producteur d\u2019Activia et d\u2019Evian, et celle-ci est sans concession. La soci\u00e9t\u00e9 a sous-perform\u00e9 et fait moins bien que ses concurrents. Cette contreperformance est imputable \u00e0 une \u00ab\u00a0attention insuffisante\u00a0\u00bb, \u00e0 une \u00ab\u00a0innovation tardive et sous-dimensionn\u00e9e, une ex\u00e9cution irr\u00e9guli\u00e8re ainsi qu\u2019\u00e0 des investissements insuffisants\u00a0\u00bb.<\/p>\n<p>\u00a0<\/p>\n<h2>\u00c0 partir de votre porte<\/h2>\n<p>Le directeur pointe donc une attention insuffisante pour le c\u0153ur de la gamme. Une nouvelle strat\u00e9gie doit remettre le groupe sur la bonne voie dans ses activit\u00e9s actuelles avant d\u2019envisager toute nouvelle expansion. Antoine De Saint-Affrique resserre les r\u00eanes et \u00e9voque, entre autres, une plus grande \u00ab\u00a0discipline\u00a0\u00bb, une meilleure ex\u00e9cution et une r\u00e9activit\u00e9 accrue.<\/p>\n<p>\u00a0<\/p>\n<p>Le plan s\u2019articule autour de quatre piliers strat\u00e9giques \u2013 d\u00e9lib\u00e9r\u00e9ment vagues. La premi\u00e8re est la restauration de la comp\u00e9titivit\u00e9 dans les cat\u00e9gories et les g\u00e9ographies, apr\u00e8s quoi il sera possible d\u2019entreprendre un \u00ab\u00a0d\u00e9veloppement s\u00e9lectif\u00a0\u00bb. Le producteur souhaite \u00e9galement investir plus et plus sp\u00e9cifiquement dans l\u2019innovation\u00a0: il s\u2019agit d\u2019identifier les axes de croissance du futur. La strat\u00e9gie pr\u00e9voit enfin une plus grande rotation dans le portefeuille de marques, ce qui signifie que des cessations d\u2019activit\u00e9s et des acquisitions sont en vue. Au moins 10\u00a0% du chiffre d\u2019affaires doit \u00eatre consacr\u00e9 \u00e0 l\u2019\u00e9volution de l\u2019offre.<\/p>\n<p>\u00a0<\/p>\n<h2>Un conseil d\u2019administration enti\u00e8rement renouvel\u00e9<\/h2>\n<p>\u00c0 court terme, cela signifie que Danone table sur une croissance du chiffre d\u2019affaires en donn\u00e9es comparable comprise entre 3 et 5\u00a0% pour 2024 et une croissance des b\u00e9n\u00e9fices sup\u00e9rieure. Mais la rentabilit\u00e9 p\u00e2tira d\u2019une inflation de 10 \u00e0 15\u00a0% du co\u00fbt des intrants en 2022. Entre-temps, la <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/danone-supprime-120-emplois-en-belgique\" target=\"_blank\" rel=\"noopener\">r\u00e9organisation annonc\u00e9e l\u2019ann\u00e9e derni\u00e8re<\/a>, qui entra\u00eenera la suppression de 1 850 emplois, se poursuit.<\/p>\n<p>\u00a0<\/p>\n<p>Danone a \u00e9galement fait le m\u00e9nage dans son conseil d\u2019administration. Le conseil d\u2019administration a accueilli plusieurs nouveaux membres depuis juillet dernier et le renouvellement sera achev\u00e9 d\u2019ici avril 2023. Le discours est pour le moins combatif\u00a0: \u00ab\u00a0Nous entamons une transformation enthousiasmante\u00a0:\u00a0 redonner \u00e0 Danone la place qui doit \u00eatre la sienne.\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Danone lance une nouvelle strat\u00e9gie\u00a0: le fabricant de yaourts affirme avoir sous-perform\u00e9 ces derni\u00e8res ann\u00e9es, mais le nouveau CEO Antoine de Saint-Affrique veut inverser la tendance. \u00a0 Attention et ex\u00e9cution \u00ab\u00a0Aujourd\u2019hui marque une \u00e9tape importante pour Danone.\u00a0 Nous avons un nouveau Directeur G\u00e9n\u00e9ral, une nouvelle strat\u00e9gie, et un objectif clair\u00a0: acc\u00e9l\u00e9rer la croissance organique afin [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54506,"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-54509","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>Le rappel \u00e0 l\u2019ordre du nouveau CEO : \u00ab Danone sous-performe \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Danone lance une nouvelle strat\u00e9gie : Antoine de Saint-Affrique, son nouveau CEO, estime que son entreprise est sous-performante et veut redresser la barre.\" \/>\n<meta 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