DECRYPTION – The new French boss of the Swiss giant is giving himself two years to increase turnover growth to around 4%. In particular, he wants to increase advertising spending and isolate bottled water.
Special envoy to Vevey (Switzerland)
In mid-November, the waves of Lake Geneva are getting darker. But it is towards a clearer horizon that Nestlé wants to head, whose headquarters have overlooked the most famous lake in Switzerland for six decades. Less than three months after taking office, Laurent Freixe, the new French captain of the heavyweight department store (Nescafé, Purina, Maggi, Kit Kat, Perrier, Nespresso, etc.), unveiled his roadmap this Tuesday. A long-awaited plan to revive a world leader in food that is losing ground.
Governance, marketing, R&D cost reduction, portfolio work, « there is a lot to do »confesses the fourth French leader to preside over the destiny of the Swiss giant with a turnover of 100 billion euros. And for good reason, the group, champion of growth and profits until the end of Covid, has lost its former luster. Its growth has slowed to 2% this year, far…
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