A brief presentation of Arla foods

Résumé du document

Arla Foods is the leading Dairy Company in Scandinavia and UK today. It was created through a series of mergers. In 1995, the two major Danish dairy companies, MD Foods and Kloever Maelk, decided to merge, thus obtaining 90% of the Danish market. In 1999, MD Foods and Swedish Arla (the country's first co-operative dairy since 1881, baptized Arla, which literally means early thus ensnaring 65% of the Swedish diary market, and becoming Scandinavia's leading company in its field. In 2003 Arla Foods and British Express Diaries agree upon a tie-up, and Arla Foods UK plc becomes Uk's leading supplier of diary products. The aim of the alliance was to exploit the opportunities presented by a bigger market, to develop new products to be sold on an international scale and to match the needs of its customers. At present, the Arla Foods Group is Northern Europe's preferred retail dairy supplier and Europe's second largest dairy company.

Extraits

[...] “It's very pleasing that outside experts recognise this. It proves that our efforts have been successful.” The concept “Adopt your own where, via the internet, consumers can adopt a cow and follow its life and welfare via a web camera, was very popular. Consumers were also fascinated by the “speaking packaging” which can indicate how much is left in a carton, the temperature of its contents and the use-by date. B - The DISCOVER Product Line DISCOVER is the joint brand name for a range of speciality cheese from Arla Foods. [...]

[...] A brief presentation of Arla foods Today Arla Foods is Scandinavia's and UK's leading Diary Company. It was created as a result of a series of mergers. In 1995, the two major Danish dairy companies, MD Foods and Kloever Maelk, decided to merger, thus obtaining 90% of the Danish market. In 1999, MD Foods and Swedish Arla (the country's first co-operative dairy from 1881, baptised ‘Arla', which literally means early, 1990: 65% of the Swedish diary market) mergers, and becomes by large Scandinavia's leading company in its field. [...]

[...] Policies emphasising ethical, social and environmental standards at a high quality level also pleases consumers and contributes to the Arla Foods' image. While Arla Foods has gained in both size and turnover thanks to deliberate marketing strategies, it is indeed questionable if such strategies are really as environmental and consumer-friendly as Arla Foods states. Nevertheless, this is not a report on the ethical dimension of Arla Foods as a MNF, but an illustration of how transnational alliances, forward thinking visions, priority on innovation and brand publicity can transform a national company into a dominant global player within its field thanks to sharp-pointing marketing-oriented strategies. [...]

[...] This environmentalist concern is highlighted in their campaigns. C Publicity It is essential for a company to be well known by the public and even more crucial to be appreciated among consumers. For customers outside the domestic markets Sweden and Denmark), the Arla name does not have the same significance. This is why Consumer International the new business division, aims at transforming certain Arla brands into brands that global consumers recognise when they go shopping. intend to make Arla known among Europeans so that they associate the name with the same values we have in Denmark and Sweden,” says Mikael Sternberg Christiansen, Head of the Marketing Department. [...]

[...] The company has plants in Saudi Arabia, Argentina, Brazil and Poland and licensed production in USA and Canada. The group is a co-operative owned by roughly 10,600 milk producers in Denmark and Sweden and exclusively produces milk-based products. + = I - Arla's New Marketing Approach in Scandinavia Transnational mergers require advanced tactics as well as developed marketing strategies in order to succeed. Arla Foods has put emphasise on expansion into existing markets, entering into new ones and growing via product alliances and innovation. [...]