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How to attract and retain talents within the Biscuit Division of Groupe Danone
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Business Studies.
2004 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]


Problem: Groupe Danone is divided in 3 different divisions, 1° Fresh Dairy, 2°Beverages and 3° Biscuits and Cereal Products. The last division is facing a financial stagnation since a few years in Europe and different downsizing processes gave the division a poor employer image. The biscuit Division is not as attractive as other divisions and is therefore facing problems in attracting, recruiting and retaining talents within its business. Purpose: The purpose of the Master Thesis is to build a Marketing Plan on the subject: “How to attract and recruit talents within the Biscuit Division of Groupe Danone” Delimitations: The HR marketing Plan is made on a European level for the managing population. No information regarding the Danone Group compensation and benefits’ policy will be presented in this Master Thesis.

Theories: Kotler’s Marketing Planning, Liger’s HR Marketing Strategy.

The Approach: A qualitative method was chosen to do this research.

Results: The research discusses human resources, external and internal attraction and communication. The research will first study the Biscuit Division’s situation in terms of human resources based on interviews made with HR and operational managers. In order to analyse this data theoretical references are used, Kotler’s Marketing Plan model and Liger’s Human Resources Marketing Strategy. The strengths, weaknesses,opportunities and threats of the division are being analysed. From then strategies and actions plan are being discussed to improve the division’s attractiveness.

Place, publisher, year, edition, pages
Uppsala: Företagsekonomiska institutionen , 2004.
Keyword [en]
Human Resources, Human Resources Marketing Plan, Attraction
National Category
Business Administration
URN: urn:nbn:se:uu:diva-6203OAI: oai:DiVA.org:uu-6203DiVA: diva2:130415
Available from: 2005-11-11 Created: 2005-11-11

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