Euroland Case Study

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Euroland Foods S.A

Azwimar Putranusa

Anugrah Tri Padma

Syachriani Syam

Anindya Prawita Sari

29114335

29114397

29114384

29114337

YP 52 B

SCHOOL OF BUSINESS AND MANAGEMENT

MASTER OF BUSINESS ADMINISTRATION

INSTITUT TEKNOLOGI BANDUNG

2015

Background

Euroland Foods S.A. Headquartered in Belgium. It is one of the leading European producers

of ice-creams, yogurt, bottled water, and fruit juice. Its product were sold thoughout

Scandinavia, Britain, Belgium, Netherlands, etc. The company was founded in 1924 by Theo

Verdin, a Belgian farmer as an offshoot of his dairy business. Through hi keen attention to

product development and shrewd marketing, the business grew steadily over the years. The

company went public in 1979, and by 1993 was listed for trading on London, Frankfurt, and

Brussels exchange. In 2000 Euroland Foods had sales of almost EUR 1.6 Billion.

Ice cream accounted for 60% of the company’s revenue ; yogurt, which was introduced in

1982, contributed about 20%. The remaining 20% of sales was divided equally between bottled

water and fruit juices. Euroland food’s brand name was “Rolly” which was represented by a fat

dancing bear in farmer clothing. Ice cream, the company’s leading product, had a loyal base of

customers who sought out its high butterfat content, large chunk of chocolate, fruit, nuts, and

wide range of original falvours. The Capital Budget was to discuss in the Board of Directors. 11

major projects totaled EUR 316 million were up for consideration. However, the limit was set at

EUR 120 million. The challenge for the senior management of Euroland Foods S.A. was to

allocate funds among a range of compelling project.

Problem

The senior manager of Euroland Foods was to meet to draw up the firm’s capital budget

for the way year, up for consideration were 11 projects that totaled €316M,...