Internship In Happy Family Peggy Yeh – 05/13/2015 Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Internship In Happy Family
Peggy Yeh – 05/13/2015
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Outline
• Company Introduction • Market Trend • SWOT Analysis • Business Modal Canvas • Quality Assurance Intern Assignment • Conclusion
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Partner with
Group Danone
Fastest Growing Organic
Food Company
0
10
20
30
40
50
60
70
80
90
100
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
($M)
Jessica comes
onboard as a partner
Happy launches in 5 Gourmet Garages
Happy enters baby set with Happy Bellies
Launches Gluten free
Identified the “True
Alternative to the Jar” and
launched pouch
Named Target
Vendor of the Year
Wins Fastest Women-
Owned / Led Companies &
ICIC
Shazi creates business plan in business school
Happy Family Overview
Danone confidential information. For internal use only. Subject to the Espionage Act of 1996.
Happy Baby Products
4 Danone confidential information. For internal use only. Subject to the Espionage Act of 1996.
Pouches Yogis
Yogurt Puffs
Target Customers
• Upper-mid class parents • At least one young child (Ages 0~6) • Computer literate and use social media (HF promote heavily through social media)
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
The US Market
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Chinese Market
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
European Market
• Strict Baby food regulation
• Danone already has baby food companies in Europe
• EU Market uncertainties
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Danone confidential information. For internal use only. Subject to the Espionage Act of 1996.
Strength
Partnership with Danone Global food sourcing ability Use social media to promote recipes and events
Weakness Lack of unique packaging
System IntegraAon Less schedule flexibiliAes
Opportunity Organic market is growing Increasing Household disposable income Greater awareness and interest in organic foods
Threat More compeAtors entering
organic food market Organic food priced higher
SWOT Analysis
Trend People spend more on their children
Computer literate parents using social media online shopping
Business Model Canvas Key Partners • Growers • Food produce brokers • Contractor Factories • Retailers/Distributers
network
Key Ac9vi9es • Purchasing ingredients • Planning and execuAng
producAon schedule
• Preparing promoAonal strategy for using in social media (receipts, first 100days and so on)
• Planning and test markeAng product extensions
Value Proposi9on High quality, tasty and nutriAous, organic baby food that meets all safety and product cerAficaAons.
Customer Rela9onships Affinity groups communicaAng through the use of social media and the website.
Customer Segments Middle to upper social-‐economic families, who have at least one infant or young child.
Key Resources • IdenAfying farmers that
can supply high quality organic food
• Developing co-‐manufactures network
• Managing overall consistence and quality of the products
Channels • Distributors • Online stores • Club stores
Cost Structure Products Expenses • Packaging • Contract manufacturing fee
OperaAng Expenses • Storage cost • Delivery cost • MarkeAng and promoAon expenses
Revenue Streams Selling food for babies, toddles, and young children including puffs, yogis, and pouches. (From 0 to 2, 2 to 4, and 4 to 6 year-‐old children)
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Quality Assurance Intern Assignment
• Building Ingredients Specification Database
• Collecting additional documents (certifications/
process information) for each supplier
• Analyzing Customer Reviews of Baby Food Makers
• Comparing Sustainable Farmer Standards
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Collecting additional documents for each supplier
Sustainable Farmer Standards
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Enviromental
Social
Management Quality
Ethics
SAI
Global GAP
Fair Trade
Unilever SA Code
USDA NOP
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Comparison of Standards
Conclusions & Recommendations
• Market Opportunity – Organic Market is fastest growing – Food Safety is the greatest concern in China
• Supplier Quality Assurance – Should Create a CerAficaAon Database – Should Create a Supplier InformaAon Database
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.
Dannon confidential information. For internal use only. Subject to the Espionage Act of 1996.