HBS 다농(DANNON) 케이스 정리
- 최초 등록일
- 2019.02.15
- 최종 저작일
- 2018.12
- 7페이지/
MS 워드
- 가격 1,500원
![할인쿠폰받기](/images/v4/document/ico_det_coupon.gif)
소개글
다농 케이스를 보기 쉽게 정리해 놓은 자료입니다. (17~18페이지 짜리를 7장으로 압축하여 놓았습니다)
목차
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본문내용
Dannon – the leader in America’s domestic yogurt sector.
M.Neuwirth – strategies for next level
Dannon was a U.S. subsidiary of Danone(fresh dairy)
Marketing efforts had focused on growing U.S. yogurt consumption and expanding the category, while also growing its brand.
CSR – internally focused (ex- research and education on healthy eating) >> few knows
Competitor인 Yoplait의 Save Lids to Save Lives
Communication 하는 것의 benefits and risks?
1. Communication
2. Means
3. Corporate level or brand level
4. Danone’s thought
5. Implications on Dannon’s current CSR initiatives
6. Require additional CSR programs?
Danone – reorganized the company around 4 focus areas (profitable through noncore)
Danone mission statement = To bring health through food to as many people as possible
Double project (economic + social) 특히 social part = internal, from the heart
참고 자료
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