International Strategic Management

Projet poster + report: Greentech S.A General information: Greentech extract and produce vegetable active principles to the cosmetic, pharmaceutical, nutraceutical and probiotic. It is at the forefront of innovation, working with the greatest. Work for the leader of the cosmetic industry such as LOral, Johnson & Johnson, Shiseido, Clarins, ect and realizes specific developments for their clients. Greentech has a team of searchers, doctors and engineers. The company continues its development by an internal and external growth. In 2005, Greentech have taken Greensea, a marine ingredients products society, based in Mze, close to Montpellier in France. Since 2000, Greentech has Biovitis, a society specialized in the fermentation of bacteria, yeast and mushrooms. Greentech is the first society that has been certificated bio by the Ecocert organism. The production of active cosmetic ingredients for the bio represents 12% of its turnover. The company has received in 2010, the innovation trophy by the INPI. Biotechnologies sector in Auvergne: Auvergne have a unique experience in pharmaceutical and cosmetic industry, which have contribute to develop Biotechnologies sector. With 60 companies and more than 1200 jobs/ employment. The Biotechnologies concern three main sectors: the medical, the green chemic and the vegetal and the health nutrition. Sonia Lopez from the Regional agency of the Economic Development. Cluster: EIIA, Therm Auvergne, Nutravita (Greentech is a member) creates in March, 2001 under the presidency of Philippe Laurent (president of 31 Nature). It is based on the first research center in human nutrition based in ClermontFerrand, laboratories and companies. The market for health and nutrition is in a growing development, consumer research more for their health hybrid products between food and medicine. The cluster is interested in one of the scourges of our society: how to prevent cardiovascular disease, obesity, osteoporosis, ect.

Export: since 1992 PDG is responsible and marketing sales manager (Vronique Jay) Below the marketing sales manager, one employee is responsible for the Export since two years. Evolution number of exportation in 2013: 60% 53 % in 2012 The lowest: 37 % Export 25% of the turnover in Europe, 25% in America, Middle east and South Asia.

Competitors: Croda (UK) Silab (FR) > the bigger direct competitor Cognis Activ organics (USA) CLR (All)

Distributors: Subsidiaries (Germany and USA) Brazil (opening at the beginning of 2014) = Greentech is the shareholder Before: Exportation almost everywhere (in 30 countries) Then, recentralize on certain countries (the most important markets/ promising) = Strategy is to feel the market/ field and to know, learn and occupy it. Now: Focus on the markets with the greatest potential: Germany, USA, Italia, Canada, Colombia, Maghreb, Turkey, South Africa, Australia, Russia, Japon, South Korea, and soon Brazil = Distributors the most reliable and potential markets (if the distributor is not reliable then the company choose another distributor in the same country). Distributors: Distribute the products of the company to the local brands. The way of operating: The company directly go to the clients (moving to): fair/ showrooms, visit of clients Where the company is already present, it go to the distributors office (where all the commercial sales forces operates) in order to make know about the products of the company = formations/ training. The visits to the distributors are very regular. They made reports every trimester of the visits they made they visit clients every day (some distributors dont do reports). There is a trust relation with the distributors. The company bring the distributor into its office. Two times per year (spring and fall), Greentech organizes training in its society and invites the distributors during two days (10/12 countries are represented at each training). Greentech pays everything for this. With the distributors: visit of finished goods companies (cosmetic) = the clients (permits to know the market and to know who the clients are, the market, if it is mass market or select market...)

Opportunities: Growing market (mainly cosmetic)

Present almost everywhere in the world but the following is not enough performing so a recentralization is a good thing because it is a small structure company. The biotechnologies essentially vegetal (Consumers prefer the vegetal to the chemical and to the animal)

APIs = Pharmaceutical ingredient