( KEVs ) Key Environmental Variables of a medium enterprise in a given industry - Essay Example

International Strategies for Danone Group’s and their Relationship to Core Competencies and Key Environmental Variables Introduction Danone Group is a multinational corporation that was established in 1919 by Daniel Carasso with its headquarters in Paris. The firm mainly deals in French food products. Danone Group produces fresh dairy products, baby foods, yoghurts, and bottled water, as well as cereals. It has four business subsidiaries that carry out their operations in the UK (Danone Group, 2012).

This study seeks to discuss the international strategy of Danone Group and its relationship to core competences and key environmental variables (KEVs). Strategies, Core Competencies, and Key Environmental VariablesIn the studies conducted by Blomstermo and Sharma (2009), they stated that internationalisation is a process of increasing enterprise involvement in international markets. Those entrepreneurs who have interest in the field of internationalization need to have the capability to think globally and comprehend international cultures.

In that sense, Danone aims at providing natural high quality food to the global market that would assist in building health through all stages of life. As a result, this would cultivate a taste of things that are good for the customers. Danone Groups also has been able to provide products that are adaptable to all the other cultures. This internationalization strategy has been made possible through scientific research.The firm has been able to curve out a big market share globally by embracing various technologies that have enabled the customers to shop for food products through tablet computers and smartphones, as well as other mobile devices.

Moreover, the firm has also incorporated traditional sales channels that include telephone, physical stores, and catalogues (Danone, 2013).With regard to the environmental responsibility, the firm is looking for raw materials that are cheaper outside their own market, in addition to being eco-friendly. This means that the firm guarantees the quality, safety, and traceability of the raw materials. Moreover, the firm has come up with policies that would help track and improve working conditions and environmental effects of farming (Danone, 2013).

As part of its globalization strategy, the business entity has ensured long-term protection and renewal of water reserves being operated by the group. According to Danone (2012), the Group is also trying to expand its operations globally by having a constant consultation process with various stakeholders at both national and international levels. The consultation initiatives comprises of the government representatives in the country of operation, manufacturers, the civil society, and the environmental bodies, particularly where the aim is to provide clear information for the consumers or responsible behavior in the field of environment and health.

Danone has excelled in its countries of operation due to its compliance to the environmental rules and regulations. The firm encourages production of French foods (products that are environmentally sustainable). This is why the organization has accelerated the momentum to take into consideration the environmental effects through the carbon and water footprint. In 2008, the Group set a target of reducing its carbon footprint by 30 percent from 2008 to 2012 across the whole value chain wherever Danone’s direct responsibility was felt (Danone, 2011).

Another internationalisation strategy is that Danone Group uses innovation and sustainability as a tool of engaging the workforce not only with the company itself, but also with sustainability projects. The environmental sustainability and innovation are found in Danone’s catalogue of services and products (Vilanova and Dettoni, 2011). This exhibits a genuine integration of environmental sustainability into the firm’s operations. Since the firm has made numerous efforts to improve its operations.

The Danone Ecosystem Fund was created in 2009. This fund was aimed at supporting those projects that would create sustainable jobs in the Danone ecosystem (Danone, 2009). This comprised of all agricultural suppliers, producers, and territorial regions that are around plants and facilities. ConclusionIn conclusion, it is noted that the firm uses materials that are environmentally sustainable and it guarantees the quality, safety and traceability of the raw materials. As part of internationalization strategy, the firm has embraced use of up-to-date technology to sell its products.

It uses online shopping to reach its global market. This is what has made the firm venture in markets such as Mexico, Brazil, America, China, and Russia. The Group has constant consultation processes nationally and internationally in relation to responsible environmental behavior and health. ReferencesDanone Group, 2012. Annual Report 2012. Paris: Group Danone.Danone, 2013. Danone Social and Environmental Responsiblity Report. Paris: Danone Group.Danone, 2011. Registration Document 2011. Paris: Donane Group.

Danone, 2009. Sustainability Report. Retrieved 13 January 2014, from http://www.danone.de/danone‐media/docs/pdfs/Danone_Sustainabilty_Report_09.pdf Blomstermo, A., &Dharma D., Sharma 2003. Learning in the internationalization process of firms. New York: Edward Elgar. pp. 36–53.Vilanova, M., & Dettoni, P. 2011. Sustainable Innovation Strategies: Exploring the cases of Danone and Interface. Spain: ESADE Institute for Social Innovation.