Numico (A): Delivering Innovation Through the Supply Chain

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Compact case

Abridged version

Reference no. IMD-6-0280

Subject category: Production and Operations Management

Authors: Carlos Cordon (International Institute for Management Development (IMD)); Thomas E Vollmann (International Institute for Management Development (IMD)); Luis M Vivanco (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2005

Version: 19.08.2005

Length: 3 pages

Data source: Field research

Topics: Supply chain; Innovation; New product launch; Third party suppliers; Outsourcing; Demand forecast; Information use

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Abstract

This is an abridged version of the case ''IMD-6-0264''. This is the first of a two-case series (IMD-6-0281 and IMD-6-0281). Numico, Europe''s second largest infant food manufacturer, decides to refocus its strategy on its core markets after an ill-fated incursion in the US vitamins market that has left it with large losses. An integral part of the strategy is the launching of new and innovative products that address previously untapped needs. The case follows the challenges faced by Numico and its first supplier of finished products during the launch of the first product to be launched under the new strategy.

Location:

Western Europe

Industry:

Infant food

Size:

EUR4-5 billion annual revenue

Other setting(s):

November 2002 to January 2004