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Mondelez International anuncia estratégia de longo prazo e apresenta as diretrizes para 2019
  • Brazil - Português

Companhia será agora orientada ao crescimento centrado no consumidor para seguir como líder do mercado de snacks no Brasil e no mundo


News provided by

Mondelēz International

Oct 11, 2018, 14:51 ET

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SÃO PAULO, 11 de outubro de 2018 /PRNewswire/ -- Dirk Van de Put, CEO da Mondelez International, juntamente com executivos do board global e das macrorregiões comerciais, anunciaram a nova estratégia de longo prazo da companhia. O novo plano estratégico está alicerçado em três prioridades: acelerar o crescimento centrado no consumidor, impulsionar a excelência operacional e construir uma cultura de crescimento vencedora. Van de Put afirmou que, com uma liderança sólida nas categorias, um portfólio inigualável composto por marcas locais e globais, e uma massiva presença em mercados de rápido crescimento, a Mondelez International está posicionada de forma única para liderar o futuro do segmento de snacks.

'Snacking Made Right'

Para refletir suas prioridades de crescimento centradas no consumidor, a companhia anunciou seu novo propósito: "Snacking Made Right". A assinatura está baseada na premissa de entender os desejos e hábitos dos consumidores para oferecer o snack certo, para o momento certo, feito da maneira certa, com alta qualidade e conveniente para diversas ocasiões, com ingredientes de fontes sustentáveis de forma que o consumidor sinta-se bem.

Nova fase de crescimento e reorientação da organização para o crescimento

A nova estratégia desdobra-se em algumas prioridades-chave: Visão holística do comportamento do consumidor de snacks para melhorar o posicionamento da marca; Transformação das áreas de Marketing e Digital para aumentar o retorno sobre o investimento; Investimentos equilibrados em marcas locais e globais para alcançar maior crescimento; Criação de uma organização mais ágil com competências de inovação aceleradas; Extensão da marca em novos e/ou adjacentes mercados, considerando ainda aquisições; Maior investimento em canais como o e-commerce; Aceleração da presença em regiões com maior crescimento.

Para conduzir sua nova maneira de operar, a empresa pretende construir uma cultura de crescimento vencedora, que aproveite de forma mais eficaz a expertise comercial local e capacite o negócio a se mover com mais agilidade. Com maior investimento na construção de talentos e competências, a mudança cultural será complementada por uma nova estrutura de incentivo ao funcionário, visando impulsionar o crescimento.

Brasil: mercado amplo e atrativo

A América Latina é responsável hoje por 14% do faturamento da Mondelez International. Com um mercado de snacks no valor de US$ 30 bilhões, o Brasil representa hoje 46% do faturamento da Mondelez International na América Latina e ocupa a posição de liderança regional e de quarta principal engrenagem de crescimento da empresa no mundo. De acordo com dados da Euromonitor, a Mondelez Brasil é líder em três das cinco categorias em que atua no país, com 69% em gomas, 54% em balas e 52% em sucos em pó. A companhia é ainda colíder em chocolates, com 30%, e ocupa a terceira posição em biscoitos, com 8%.

Com a nova orientação, a companhia está melhor posicionada para ampliar sua participação no mercado de snacks no longo prazo, com distribuição ampla e investimento em canais estratégicos como atacado e e-commerce. Apenas na América Latina, a empresa estima crescer 17,9% em vendas no comércio online em 2018, alcançando US$ 53,20 bilhões. O novo direcionamento permite ainda mais agilidade para os times regionais desenvolverem ações com marcas locais e inovações em embalagens, por exemplo.

Previsão financeira e metas de crescimento no longo prazo

Baseada nessa revisão estratégica, a companhia delineou as metas anuais de longo prazo e as prioridades de alocação de capital, que abrangem:

  • Receita líquida orgânica com crescimento de 3% ao ano;
  • Crescimento do rendimento ajustado por ação preferencial (EPS);
  • Fluxo de caixa de US$ 3 bilhões.

Segundo o CFO da Mondelez International, Luca Zaramella, o novo plano estratégico criará um valor sustentável de longo prazo para os acionistas, acelerando o crescimento com foco nos ganhos de produtividade e na melhoria na geração de fluxo de caixa. Durante o anúncio, a companhia reafirmou a previsão para todo o ano de 2018 com o crescimento da receita líquida orgânica na faixa de 1% a 2%. Espera-se agora que as recompras de ações sejam de aproximadamente US$ 2 bilhões ainda neste ano. Para 2019, a expectativa é que a receita líquida orgânica aumente de 2% a 3%, o EPS seja ajustado entre 3% e 5%, com base em moeda constante, e o fluxo de caixa seja de cerca de US$ 2,8 bilhões.

Contatos:

Ludmilla Gutierrez / Fabiano Oliveira


(11) 5180-6946 / (11) 5180-6944


[email protected]

[email protected]

FONTE Mondelez International

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