Growth Strategies Case Study

Royal Numico and Jan Bennink

OR

Abstract:
By 2003, Royal Numico had its presence in more than 100 countries after successfully managing its baby food and clinical nutrition business for over a century. Throughout its history, its strategy included acquisitions of related companies to achieve a profitable international growth. To further leverage its nutritional supplements business, the company forayed into a new segment, vitamins, in 1997. Although the company achieved increased sales and profit, in 2002 it witnessed losses in its nutritional supplements business. Jan Bennink, the new Chief Executive Officer, has embarked upon a massive restructuring plan to improve the company's performance.

Pedagogical Objectives:

• To discuss the reasons behind the losses in the nutritional supplements business of Royal Numico
• To discuss Jan Bennink's strategies to improve Royal Numico's performance.

Keywords : Royal Numico; Jan Bennink; Nutricia NV; Hans van der Wielen; Baby food business of Numico; Growth Strategies Case Study; Clinical nutrition of Numico; Vitamins; General Nutrition Company (GNC); Ephedra; Acquisitions of Numico; Divestment strategy of Numico; Vitamex; Rexall Sundown; Unicity; Enrich International

Contents : 
A Brief history
Rapid Diversification
Life under Jan Bennink
Divesting GNC- The Strategic Choice