Case Study on Sara Lee

1. Introduction Chapter 1

1.1 Company profile

Company name: Sara Lee Corporation

Company Address: 3500 Lacey Road

Downers Grove, IL 60515

United States

Phone: 630-598-6000

Fax: 630-598-8482

Website: http://www.saralee.com

CEO/President: Brenda Barnes

Founding Year: 1939

Product line Breath: Sara Lee Corporation’s product line mainly consists of food, beverage and household products.

▪ Food & beverage (SLFB) division include Ball Park franks, Dean Sausage, Hillshire Farm deli meats, Sara Lee Breads & bakery products, Sara Lee frozen desserts and Senseo single serving coffeemakers and coffee pods.

▪ Household & body care products include Ambi pure air fresheners, Kiwi shoe care products & Sanex personal care products. Sara Lee also provides Foodservice to their customers.

Branches: Sara Lee operates more than 40 countries such as USA, Australia, Newzeland, Netherlands, Philippines, North America, Europe & etc.

Key competitor: Hostess Brands, Inc; Kraft Foods Inc. (kft); Tyson Foods, Inc. (tsn)

Mission: To simply delight you……everyday.

Vision: To be the first choice of consumers and customers around the world by bringing together innovative ideas, continuous improvement and people who make things happen.

1.2 Objective of the company:

|Financial Objective |Strategic Objective |

|To grow sales by 2 to 4 percent annually. |1. Boost up the market share via initiatives. |

|Increase $14 billion sales revenues in fiscal 2010. |2. Meet customer needs and please consumers through competitive |

| |pricing, innovative new products & brand building. |

|Increase operating...