This presentation explores the possibility of Pringles establishing a factory in Israel. All Hypothetical of course. Before Procotor and Gamble dumped them.
2. Founded 1837 (173 years in business)
Serve 4.2 Billion Customers Worldwide
Employ 127,000 People Worldwide
NYSE: PG
Consumer Goods Industry
Revenue $78.9 Billion
Net Income $12.74 Billion
Total Assets $134.83 Billion
3. Product Focus:
◦ Beauty & Grooming
◦ Health and Well-Being
◦ Household Care
50 Leader Brands Driving Force
Billion Dollar Brands:
◦ Bounty, Cover
Girl, Crest, Dawn, Downy, Duracell, Gain, Gillette, H
ead &
Shoulders, Olay, Pampers, Pantene, Pringles, Tide, A
lways, Mister Clean
4. Brands Sold in 180 Countries with Operations
in 80 Countries
Global Organization with Local Focus
Manufacturing Operations Based In:
◦ United States
◦ Canada
◦ Mexico
◦ Latin America
◦ Europe
◦ China and other parts of Asia (31 wholly-owned factories)
◦ Africa
◦ Australia
5. Introduced in 1968
Stackable, Fun-Shaped Potato Crisp
P&G Health and Well-Being Business
Unit, Snack Food Category
Multitude of Flavors to Appeal to Regional
Tastes
Pringles Sticks Spin-off
6. Standard of Living Expansion
High Consumer Interest in New Products
Potato Chips Led the Savory Snack Market in
Israel, Accounting for a Share of 38.1%
Pro-American Business Sentiment
Population 7.2 million, Diversity
Gaza Strip Embargo Lifted for Certain
Products, Includes Potato Chips
Purchasing Power $1 US = 3.67841 Israeli
New Shekel
Member World Trade Organization
7. Unrest in Israel
Unrest in Middle East
Culture
Distribution
Local Competitors
8. Issue: Strategy:
◦ Political/Religious ◦ On-Going Risk
Unrest in Assessments to
Israel, partition of Determine if Benefits
Palestine, creation of Outweigh Risk
a Jewish state, an ◦ Constantly Monitor
Arab state, and an New Developments
UN-administered ◦ Maintain Open Dialog
Jerusalem with Government
◦ Ongoing Officials/Agencies
Political/Religious ◦ Neutral Status
Unrest in the Middle
East
9.
10. Issue: Strategy:
◦ Cultural Kosher ◦ Research and
Preference Development to Focus
◦ Language on Local Preferences
◦ Develop Flavors to
Cater to Preferences
◦ Hire Local Talent who
have the Expertise and
Knowledge to Assist
11. Issue: Strategy:
◦ Two Primary Grocery ◦ Focus on Developing
Store Chains in Israel Solid Relationship with
◦ Few Mom & Pop Small two Primary Grocery Store
Community Stores Chains
◦ Open Air Markets ◦ Hire Local Talent who
have the Expertise and
Knowledge to Assist
◦ Marketing Blast to Get
Customers Excited about
Product
◦ Research Vending
Machine Sales as an
Opportunity for Open Air
Markets
12. Issue: Strategy:
◦ Local Competitors ◦ Analyze Strengths
Utilize Nationalism as and Weaknesses of
a Means to Gain Competitors and
Competitive Capitalize on Lessons
Advantage Learned
◦ Analyze Local
Competitor Strategies
and Implementation
◦ Create a Tactical Plan
to Compete
13. SWOT ANALYSIS
Macro Snack Food Industry
Strength Weaknesses
S W
• Willingness to Expand • Negative Press Related to Snack
• Diversified Product Foods/Health Concerns
• Products Altered to Local • Workforce Spread Over a Wide
Preferences Geographic Area
• Spoilage Rate
Opportunities Threats
O T
• Snack Food Consumption • Competition
Growing Worldwide • Substitutes/Cheaper Products
• Environment for Global Available
Growth/Trade Barriers Lifting • Global Economic Downturn
• Internet Marketing Sales
Trends
14. SWOT ANALYSIS
Micro Proctor & Gamble/Pringles
Strength Weaknesses
S W
• Branding • Limited Snack Food Industry
• Financial Presence
• Global Organizational Structure • Kosher Food Development
• Pringles Flavors Easily Altered • Significant Capital Outlay
for Local Preferences • Packaging/Labeling
• Ingredients Available Locally Requirements More Strict
• Israeli/Hebrew Website in Place
Opportunities Threats
O T
• Environment for Global • Volatility of US Dollar
Growth/Trade Barriers Lifting • Middle East/Israel Unrest &
• On-Line Social Network & Government Volatility
Internet Marketing • Competition with Diverse
Techniques Product Portfolios
• Environmental Goals Doubled • Substitutes Available/Cheaper
for 2012 • Due to Economy, Consumer
• 2010 Unemployment Rate Spending Decreases Globally
8.3% in Israel
15. SWOT ANALYSIS
Macro Israel
Strength Weaknesses
S W
• Standard of Living Expanding • Security/Terrorism Remains
• Consumer Interest in New Precarious
Foods/Products • Kosher Requirements
• Snack Growth Rate Increasing • Import Requirements Strict
• Extensive Transportation • Traditional Business Week
Network/Energy Infrastructure Sunday through Thursday
• World Trade Org Member/US • Distribution Barrier
Government Support • 2010 Unemployment Rate 8.3%
Opportunities Threats
O T
• Hi-Tech • Israel Unrest/Government
• Pro-American Volatility
• Population: 7.2 million • Middle East Unrest Uncertainty
• Gaza Strip Embargo Lifted • Consumer Spending Decreases
• Purchasing Power $1:3.67841
Shekel
• Education Level on the Rise
16.
17. Short Term: Long Term:
◦ Brand Building ◦ Brand Building
◦ Develop a Winning ◦ Innovation-Translate
Team Utilizing Local Consumer Desires into
and Global Talent New Products
◦ Consumer ◦ Scale-Drives Efficiency
Understanding- and Consumer Value
Uncover the
Unarticulated Needs of
Consumers
◦ Go-to-Market
Capability-reach
retailers and
consumers at the right
place and time
18.
19. Locate in Beersheba
Manage Locally
Local CEO
◦ Yossi Yitzhak
Former Executive at Osem - Nestle Israel
Education LLB, MBA
Staff Rabbi for Kosher Expertise
P&G Israel Liaison
20.
21. Current Products for Israel
◦ Potato Crisps in Snack Packs and Large Containers
Original, Sour Cream & Onion, Jalapenos, and
Barbeque
◦ Pringles Snack Stix
Possible New Products
◦ Packaged Latkes for Hanukkah
shallow-fried pancakes of grated potato, flour and
egg, often flavored with grated onion or garlic and
seasoning
22. Potential Opportunities Outweigh Risks
Proceed with Manufacturing Operation/Sales
Expansion into Israel
24. Procter & Gamble Corporate Website http://www.pg.com
Pringles website http://www.pringles.com
Reuters Business & Financial News, by Nidal al-Mughrabi, Israel Eases
Gaza Embargo to Allow Snack Food In 9 June 2010
http://www.reuters.com
Market Report, Savory Snacks in Israel to 2014, http://www.pr-
inside.com
Doing Business in Israel—U.S. Commercial Service Israel
http://www.buyusa.gov/israel/en/doing_business_in_israel.html
USDA Foreign Agricultural Service GAIN Report, Global Agricultural
Information Network, 23 Nov 2009.
Mehadrin Tnuport Export, Israel: Potato and carrot season started. By:
Wim Geurts 2 March 2010. http://www.freshplaza.com
Linked In, Yossi Yitzhak personal page
Alacra Store, Premium Business Information Source
http://www.alacrastore.com/research/d-and-
b/Israel/Snack+Foods_potato+chip
Hinweis der Redaktion
RyanIntroductionThank the Board members for coming.We were tasked with researching the possibility of Pringles expanding into Israel.
RyanYou are aware of P&G success, but here are a few highlights…
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SonyaPringles is a Potato Crisp not a Potato Chip – Potato chip industry required distinction as Pringles is made of 42% potato (dried potatoes) with remainder 58% being wheat starch and flours (potato, corn, and rice) mixed with vegetable oils and an emulsifier.
SonyaIsrael is located in the Middle East, bordering the Mediterranean Sea, between Egypt and Lebanon. Area comparative – slightly smaller than New Jersey (20,770 sq km)Increased Standard of Living = Increases Disposable IncomeThe market for savory snacks in Israel increased at a compound annual growth rate of 4.9% between 2004 and 2009. Leading players in Israeli savory snack market include PepsiCo, Inc., Unilever and Matzot. (Savory Snacks in Israel to 2014 Market Report)(Israel eases Gaza Strip Embargo to Allow Snack Foods) Reuters, June 2010
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RyanFollowing World War I, the League of Nations granted Great Britain the Mandate for Palestine, which included responsibility for securing "the establishment in Palestine of a national home for the Jewish people".[15] In November 1947, the United Nations voted in favor of the partition of Palestine, proposing the creation of a Jewish state, an Arab state, and a UN-administered Jerusalem.[16] Partition was accepted by the Zionist leadership but rejected by Arab leaders, and a civil war began. Israel declared independence on 14 May 1948 and neighboring Arab states invaded the next day. Since then, Israel has fought a series of wars with neighboring Arab states,[17] and has occupied territories, including the West Bank, Sinai Peninsula, Gaza Strip and the Golan Heights, beyond those delineated in the 1949 Armistice Agreements. The border between Israel and the neighboring West Bank is not formally defined by the Israeli government,[18][19][20][21] as a result of a complex and unresolved political situation. Israel has signed peace treaties with Egypt and Jordan, but efforts by elements within both parties to diplomatically solve the problem have so far only met with limited success.
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SonyaIsrael law determines that the sole authority for certifying food as kosher is the Council of the Chief Rabbinate of Israel. Between 60 and 65% of the Jewish population prefer Kosher food.
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RyanStrengths:Branding-P&G Brands/Pringles recognized worldwide.Financial - P&G Profit Margin is 15 times Industry Average (Industry being Consumer Goods, not necessarily Snack Food Industry).Weaknesses:Israel law determines that the sole authority for certifying food as kosher is the Council of the Chief Rabbinate of Israel. Between 60 and 65% of the Jewish population prefer Kosher food.P&G lacks expertise in Israel package/labeling.Israel has strict marking and labeling requirements that frequently differ from those of other countries. Hebrew must be used; English may be added provided the printed letters are no larger than those in Hebrew.Opportunities:Just Recent Gaza Strip Embargo lifted on Certain Foods, includes Potato Chips, excellent opportunity to get a foot in the door.Pro-American business and productsIsrael’s 2010 unemployment rate average was 8.3%; which is an improvement over 2001-03 Israel recession period where it reached 10-12%.Threats:Competition (locally and nationally) with Diverse Product PortfoliosSubstitutes Snack Foods/Chips are Available and CheaperUnrest can cause changes in Government laws and regulations.
RyanStrength – Standard of Living Expanding in Israel = Greater Disposable IncomePotato Chips led the Savory Snack market in Israel, Accounting for a share of 38.1%. Savory Snack growth rate 4.9%.Extensive road network exists that connects the entire country. Israel has advance inland (bus and plane) and international transportation facilities. Ben Gurion International Airport located between Tel Aviv and Jerusalem. In recent years underwent modernization and expansion of the train system. Extensive freight services are available and most often used between Haifa, the port in the north, and Ashdod, Israel’s primary port in the South, near the Beer Sheva region.Energy Infrastructure – 17 power station sites, including 5 sites for steam driven power stations. In 2009, government issued tenders for two solar power stations to be located in the South, Independent Power Producers and Natural Gas transmission network from Egypt.Commitment to Israel’s security and well being has been a cornerstone of U.S. policy in the Middle East.Weaknesses: Israel’s 2010 unemployment rate average was 8.3%; which is an improvement over 2001-03 Israel recession period where it reached 10-12%. While high unemployment is a weaknesses for Israel, P&G sees it as a opportunity.Opportunity:Population: 76.4% Jewish (of which Israel-born 67.1%, Europe/America-born 22.6%, Africa-born 5.9%, Asia-born 4.2%), non-Jewish 23.6% (mostly Arab). 32.9% of Israelis were born outside of Israel, which allows for diversity of tastes.Education level on the rise – almost 3000 Israeli students took the GMAT in academic year 2008-2009, more than double from 10 years ago. Israel has the highest number of GMAT takers per capita of any country in the world.
SonyaOur International Strategy is build around our core competencies.
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SonyaP&G is a Transnational organization and has a global structure in place. We have three Global Business Units in Place. Pringles is part of the Health & Well-Being Global Business Unit under Snacks and Pet Care division. Global Operations is comprised of our Market Development Organizations (MDO), which is responsible for developing go-to-market plans at the local level. The MDO includes dedicated retail customer, trade channel and country-specific teams. It is organized along five geographic units: North America, Western Europe, Central and Eastern Europe/Middle East/Africa (CEEMEA), Latin America and Asia, which is comprised of Japan, Greater China and ASEAN/Australia/India/Korea (AAIK). Global Business Services provides technology, processes and standard data tools to enable the global business units and the MDO to better understand the business and better serve consumers and customers. The global business service organization is responsible for providing world-class solutions at a low cost and with minimal capital investment.Corporate Functions provides company-level strategy and portfolio analysis, corporate accounting, treasury, external relations, governance, human resources and legal, as well as other centralized functional support. The Israel Pringles operation would fit into the currently established global structure (Health and Well-Being Global Business Unit, under Central & Eastern Europe/Middle East/Africa (CEEMEA) MDO geographic unit.
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SonyaBased on the information presented, we feel the potential opportunities outweigh the risks.Opportunities being: Pro-American sentiment, trade restrictions lifting for Gaza Strip, Standard of Living Increasing creating greater disposable income, raw materials available locally, extensive transportation network, etc.Risk: Israel and Middle East Unrest creates uncertainty. Any time there is uncertainty, there is a threat/risk.