{"id":230144,"date":"2024-09-18T07:00:00","date_gmt":"2024-09-18T07:00:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=230144"},"modified":"2024-09-18T07:00:00","modified_gmt":"2024-09-18T07:00:00","slug":"cum-a-ajuns-o-mica-afacere-de-familie-un-gigant-mondial-cu-afaceri-de-miliarde-in-toata-lumea-cine-sunt-cei-care-au-cladit-aceasta-companie","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=230144","title":{"rendered":"Cum a ajuns o mic\u0103 afacere de familie un gigant mondial cu afaceri de miliarde \u00een toat\u0103 lumea. Cine sunt cei care au cl\u0103dit aceast\u0103 companie?"},"content":{"rendered":"<p>\n<strong>Fondatorul Lactalis, Andr\u00e9 Besnier, este un exemplu clasic de antreprenor care a reu\u015fit s\u0103 transforme o afacere local\u0103 \u00eentr-un gigant global \u015fi s\u0103 transmit\u0103 din genera\u0163ie \u00een genera\u0163ie spiritul s\u0103u \u00eentreprinz\u0103tor. Povestea lui \u00eencepe \u00een anii &#8217;30, \u00eentr-o perioad\u0103 marcat\u0103 de crize economice, dar care s-a dovedit plin\u0103 de oportunit\u0103\u0163i pentru compania care avea s\u0103 devin\u0103 cel mai mare produc\u0103tor de lactate la nivel global.<\/strong><\/p>\n<p>\n\u00cen octombrie 1933, Andr\u00e9 Besnier a fondat compania care ini\u0163ial purta numele s\u0103u, Andr\u00e9 Besnier: \u00een acea prim\u0103 zi, el \u00eensu\u015fi fabrica 17 br\u00e2nzeturi Camembert Le Petit Lavallois din 34 de litri de lapte.<\/p>\n<p>\nCompania era ini\u0163ial o mic\u0103 afacere de familie, concentrat\u0103 pe producerea br\u00e2nzei Camembert, un produs specific regiunii Normandia, dar extrem de popular \u00een toat\u0103 Fran\u0163a. Activitatea se&nbsp; desf\u0103\u015furat \u00eentr-o mic\u0103 fabric\u0103 din ora\u015ful Laval, situat \u00een departamentul Mayenne, regiunea Pays de la Loire din&nbsp; Fran\u0163a. Andr\u00e9 Besnier a \u00eenceput afacerea cu doar un angajat \u015fi o produc\u0163ie modest\u0103, fabric\u00e2nd br\u00e2nz\u0103 din laptele colectat de la fermele locale. De\u015fi la \u00eenceput era o \u00eentreprindere mic\u0103, Besnier s-a concentrat pe men\u0163inerea unui standard ridicat de calitate pentru produsele sale, ceea ce a atras rapid aten\u0163ia consumatorilor locali. Un alt factor care a contribuit la succesul timpuriu al companiei a fost capacitatea lui Besnier de a \u00een\u0163elege \u015fi de a r\u0103spunde nevoilor consumatorilor. \u00cen acea perioad\u0103, multe afaceri de familie din domeniul lactatelor erau foarte tradi\u0163ionale \u015fi rezistente la schimbare, dar Besnier a fost deschis la inova\u0163ie \u015fi \u00eembun\u0103t\u0103\u0163ire continu\u0103.<\/p>\n<p>\n\u00cen anul 1947, Besnier mut\u0103 afacerea \u00een facilit\u0103\u0163i mai moderne pe Rue du Moulin \u00een Laval, unde \u00eencepe s\u0103 produc\u0103 Camembert \u015fi unt. P\u00e2n\u0103 \u00een anii 1950, compania sa are peste treizeci de angaja\u0163i \u015fi colecteaz\u0103 peste 10.000 de litri de lapte pe zi, scrie site-ul oficial al companiei. Dup\u0103 moartea lui Andr\u00e9 Besnier \u00een 1955, fiul s\u0103u, Michel Besnier, a preluat conducerea companiei la doar 27 de ani. Michel a transformat afacerea dintr-o mic\u0103 fabric\u0103 regional\u0103 \u00eentr-o companie cu adev\u0103rat na\u0163ional\u0103, iar apoi interna\u0163ional\u0103. El a schimbat \u015fi denumirea companiei \u00een Groupe Besnier \u015fi a pus bazele expansiunii interna\u0163ionale, deschiz\u00e2nd noi pie\u0163e \u015fi diversific\u00e2nd gama de produse. Printre inova\u0163iile sale se num\u0103r\u0103 folosirea de lapte pasteurizat, o realizare \u00een domeniul fabric\u0103rii br\u00e2nzeturilor. Iar c\u00e2nd vine vorba de inova\u0163iile \u00een materie de marketing, Michel Besnier declar\u0103: \u201eLa France est le pays de Pr\u00e9sidents, tout le monde est pr\u00e9sident!\u201d (\u201eFran\u0163a este \u0163ara pre\u015fedin\u0163ilor, toat\u0103 lumea este pre\u015fedinte!\u201d) \u015fi marca Pr\u00e9sident este oficial \u00eenfiin\u0163at\u0103 ca un brand de br\u00e2nzeturi de specialitate pentru toat\u0103 lumea. Un vizionar, Michel Besnier a \u00een\u0163eles importan\u0163a evolu\u0163iei retailului. A creat primul lapte ambalat \u00een cutii de carton Tetra Pak. \u201eLai 2000\u201d, sub brandul Pr\u00e9sident, care a devenit brandul principal al grupului \u015fi a modelat comportamentul consumatorilor francezi.<\/p>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5853\/22480870\/2\/screen-shot-2024-08-31-at-8-03.jpg?height=475&#038;width=620\" style=\"width: 620px; height: 475px;\" \/><\/p>\n<p>\n\u00cen 1972, compania a construit o facilitate modern\u0103 de produc\u0163ie exclusiv pentru regiunea normand\u0103 francez\u0103. L\u0103pt\u0103ria Domfront este faimoas\u0103 \u015fi \u00een prezent \u015fi este cea mai mare capacitate de produc\u0163ie de br\u00e2nz\u0103 moale a Fran\u0163ei. \u00cen anii \u201880, compania \u015fi-a \u00eenceput procesul accelerat de expansiune. \u00cen 1981, compania a \u00eenceput s\u0103 produc\u0103 \u015fi \u00een Statele Unite dup\u0103 o achizi\u0163ie \u00een Belmont (Wisconsin), iar dup\u0103 \u015fase ani, a mai construit o facilitate de produc\u0163ie \u00een California. Michel Besnier nu a neglijat \u00eens\u0103 dezvoltarea liniilor de produc\u0163ie \u00een Fran\u0163a. La \u00eenceputul anilor 1980, a cump\u0103rat fabricile de lactate Claudel-Roustang \u015fi Atlalait, care au ajuns s\u0103 reprezinte jum\u0103tate din companie \u015fi a intrat \u015fi pe ni\u015fa produselor din lapte de capr\u0103. \u00cen 1984 \u015fi 1985, au investit \u00een facilit\u0103\u0163i de produc\u0163ie pentru iaurt \u00een Laval, c\u00e2t \u015fi pentru Emmental \u00een Carchigne. \u00cen anii 1980, au achizi\u0163ionat \u015fi Lactel, care a devenit brandul principal pentru lapte al grupului.<\/p>\n<p>\n\u00cen anii 1990, \u00eentreprinderea Besnier \u00ee\u015fi propune s\u0103 cucereasc\u0103 Europa \u015fi este redenumit\u0103 Grupul Lactalis (1999). Portofoliul de produse este extins prin achizi\u0163ii \u00een Ucraina, Polonia, Egipt \u015fi Italia. \u00cen anul 2000, Emmanuel Besnier preia conducerea afacerii, dup\u0103 moartea tat\u0103lui s\u0103u, Michel. El continu\u0103 achizi\u0163iile, printre acestea se num\u0103r\u0103 integrarea unei companii italiene (2008), a unui brand croat Dukat (2007); urmate de achizi\u0163iile a trei produc\u0103tori spanioli.<\/p>\n<p>\n\u00cen 2011, Lactalis devine cel mai mare produc\u0103tor global de lactate, dup\u0103 achizi\u0163ia unei p\u0103r\u0163i majoritare din Parmalat. Apoi, urmeaz\u0103 expansiunea \u00een Brazilia, precum \u015fi \u00een America de Nord. Printre companiile achizi\u0163ionate de Lactalis pe pia\u0163a local\u0103 se num\u0103r\u0103 Dorna Lactate (\u00een 2008, Lactalis a cump\u0103rat Dorna Lactate, cunoscut\u0103 pentru brandul LaDorna, unul dintre cele mai populare branduri de lactate premium din Rom\u00e2nia); Covalact (\u00een 2016, Lactalis a preluat \u015fi Covalact, cunoscut\u0103 pentru produsele sale lactate proaspete, inclusiv sm\u00e2nt\u00e2n\u0103, lapte, iaurt \u015fi br\u00e2nzeturi); c\u00e2t \u015fi cea mai mare companie din Rom\u00e2nia la acel moment, Albalact (tot \u00een 2016; compania era cunoscut\u0103 pentru brandurile sale populare, precum Zuzu, Rar\u0103ul \u015fi Fulga).&nbsp;&nbsp;<\/p>\n<hr \/>\n<p>\n<strong>Traducere \u015fi adaptare: Ioana Matei<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fondatorul Lactalis, Andr\u00e9 Besnier, este un exemplu clasic de antreprenor care a reu\u015fit s\u0103 transforme o afacere local\u0103 \u00eentr-un gigant global \u015fi s\u0103 transmit\u0103 din genera\u0163ie \u00een genera\u0163ie spiritul s\u0103u \u00eentreprinz\u0103tor. Povestea lui \u00eencepe \u00een anii &#8217;30, \u00eentr-o perioad\u0103 marcat\u0103 de crize economice, dar care s-a dovedit plin\u0103 de oportunit\u0103\u0163i pentru compania care avea s\u0103 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510,7211,512],"tags":[58643,7179,47828,7670,7718,58644],"class_list":["post-230144","post","type-post","status-publish","format-standard","hentry","category-actualitate","category-comert","category-revista-bm","tag-andre","tag-brand","tag-capitalistii-saptamanii","tag-lactalis","tag-lactate","tag-michel-si-emmanuel-besnier"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/230144","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=230144"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/230144\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=230144"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=230144"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=230144"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}