Case Study: Danone
I. INTRODUCTION
Danone is a French food-product company with its head office located in Paris. It is one of the leading food manufacturer in the world. Founded at Barcelona, Spain in 1919 by Isaac Carasso, it was started as a small factory producing yogurt.Later, the company moved from Spain to France and started its development. In the 1970s it was shortly a food-container glass company but soon reoriented back to food product company. With high diversification of product in the 1980s, it expanded quickly in the European market. In the late 1990s, Danone concentrated back on the four categories of food: fresh dairy products, waters, early life nutrition and advanced medical nutrition. Also, it started to grow globally. Nowadays, it is the second biggest diary corporation in the world based on sales, after Nestle. With the concept of “offering innovative, top-quality products that meet the expectations of consumers at every stage of life”, Danone is devoted to the “alimentation” revolution.
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