Mondelēz Internationa

The american company was created by Thomas Mclnnerney in 1923. The actual Chief Executive Operator is Irene Rosenfeld. The strategy of the company has permitted to realize

Mondelēz International is a leading global agribusiness which is specialized in four products family as follows:

Confectionery with 41% of the sales : this product family is composed by chocolate thanks to different brands like Cadbury, Milka, Toblerone, Côte d'Or, Creme Egg, Green and Black's, etc.. This family is also composed by chewing gum (Bubbaloo, Trident, Dentyne, Hollywood, Stimorol, etc.) sweets and candies (Halls, Cadbury Eclairs, etc.);

- Biscuits and snacks with 33.6% of the sales : this product family is composed by biscuits thanks to the Oreo brands, Nabisco and LU Prince, crackers and Nabisco Ritz, etc. ;

- Beverages with 6.6% of the global sales : this product family is divided on different beverages likes coffee thanks to different brands like Jacobs brands Tassimo Carte Noire, juices, teas and powdered drinks (Tang;)

Dairy products and groceries which represents 8.8% of the global sales all around the world.

The products of Mondelez international are commercialized all around the world thanks to the 107,000 employees. The geographical distribution of sales is the more important in Europe with 40.6% of the sales, United States with 17.9%, Latin America with 15%, Asia Pacific with 13, 4%, North America in 2.4%, and other parts of the world with 10.7% of the sales volume.

Actually, Mondelez international is the second largest player in the food industry thanks to its volume of sales (35 300 millions dollars for 2013).

1- Globalisation strategy

In order to be more competitive, Mondelez international had chosen a global strategy. This strategy permits to the multinational company to devise strategies on a global scale, leading to the establishment of a unified world market.

Although globalization factors are multiple, two large families of elements

can be distinguished :

* The environmental factors: changes in technology, changes in competition,

own discontinuities

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