About Sara Lee

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Executive summary

Sara Lee has its international headquarters in Utrecht, The Netherlands. One of Sara Lee’s key products includes Douwe Egberts known for its superb coffee products based on a unique branding process. Despite that coffee sales have taken a hit due to worldwide economic crises, Sara Lee’s plans for expansion of Douwe Egberts’ stores up to 20 by 2011 as a competitor to Starbucks in The Netherlands remain unaffected. Sara Lee uses a two step sales approach, the first one to initiate contact is when the customer visits one of their stores, while the second one of initiating contact with the customer is based on email. The second approach Electronic Direct Mail or “E.D.M.” program has proven very effective as its goals are to (a) retain existing customers and (b) attract new customers. E.D.M uses a “Customer Loyalty Program” that offers rewards. E.D.M. is an excellent tool to confirm market trends, budget friendly, effective advertising, environmental friendly.

About SaraLee
is a worldwide corporation with different branches in The United States, Europe, Africa and Asia. It`s based in Downers Grove, Illinois, USA and its international operations are headquartered in Utrecht, The Netherlands. It has a wide variety of high quality consumer products that present in the international and local market a strong brand with a leading position. Their businesses include: oFresh Bakery

oNorth American Retail
oInternational Beverage
oInternational Bakery
oInternational household and Body Care

Sara Lee employs more than 50.000 employees worldwide. Following is some of their current products: Food and beverage:
Butter Krust Bread: bread
Bryan foods: meat products
Douwe Egberts: coffee
Hillshire Farm: meat products
Jimmy Dean: pork sausages and meat products
Sara Lee: bakery, condiments, deli cheese, deli meats and frozen sweets Senseo: coffee machine and coffee pods
Household and body care:

Ambi pur:...
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