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Acquisitions

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Premier Dairies | Presentation to Shareholders: Acquisition of Lagos Dairies | | MBA 1 – 2014: Business Management Group 3
4-18-2014
|

Introduction
Since its inception in 1957, Premier Dairies has been supplying a variety of quality and nutritious milk products thus becoming a household brand name in Southern Africa. The company is listed on the Johannesburg Stock Exchange with a market capitalisation of R 1.5 billion and a price earnings ratio of 20:1, thus reflecting strong growth expectations. However, as consumers are exposed to a weak rand, rising interest rates and high fuel prices coupled with high food inflation, the environment does not bode well for sustained sales volume during the remainder of the year. Furthermore, farm gate milk prices have increased 8.9% in the last quarter which will have to be recovered through further selling price increases, invariably putting extra strain on sales volumes (IOL, 2014).
Strategy
As a result, the management of Premier Dairies has decided to expand their market share via a cross border acquisition of Lagos Dairies based in Nigeria. Lagos Dairies is a listed company with a market value of R 250 million and a price earnings ratio of 5:1. This acquisition will be financed via an all share offer coupled with an extensive growth and remodelling strategy so as to achieve a post-acquisition price earnings ratio of 20:1 or more for the combined entities. This can be achieved by creating operating synergies from the fusion of production facilities via the transfer of knowledge, innovation and core competencies.
Due Diligence
Due diligence results reflected Nigeria as a country of choice for a footprint expansion into Africa. The country, with a population of approximately 170 million, has the fastest growing economy on the continent (Bisseker, 2014). The Ministry of Science and Technology in Nigeria estimates that approximately 100 million people consume a glass of milk a day which translates into an equivalent of R 20 billion sales per month, should improved technology being employed in the manufacturing process (Dagogo-George, n.d.).
Lagos Dairies has been in existence since 1991 and though it has an existing footprint with plants in four major cities in Nigeria, the company is plagued with aging machinery and infrastructural inefficiencies. The acquisition will increase shareholder value via improved efficiencies and effectiveness through economies of scale and cost savings. Sustainable competitive advantage will be created via the transfer of resources and capabilities to Lagos Dairies thus improving operational efficiencies and market breadth.
Value Chain Analysis
An analysis of the value chain identified the need to improve economies of scale by reconfiguring the value chain to obtain a combination of cost based competitive advantage as well as competitive advantage through product differentiation via the introduction of new technology.
Obsolete machinery will be scrapped and replaced with excess or new equipment from South African plants thus improving capacity and output by up to 20% per day. Furthermore, the improved technology will pave the way for the introduction of a new UHT manufacturing and packaging process that will increase the shelf life of existing products by a further three months. Competitive advantage will be obtained in a country crippled with electricity shortages by the use of self-generating electricity equipment such as waste heat recovery and methane gas generators. 5S, Lean and six sigma practices will be applied on factory floors with the aim of receiving ISO9002 accreditation.
Cost savings will be achieved from the redundancy of pre-acquisition strategic business units in the value chain that are not viable anymore. Departments like human resources, finance, operations and technology will be scaled down to include only critical staff necessary for the management of not only operations but cultural diversity. Existing staff will be complemented with South African personnel where necessary. Research has revealed that 10% of employees of Lagos Dairies are within retirement age and generous severance packages will be offered to slim the workforce. While this requires further capital expenditure, costs will be recouped through long term efficiency savings. Retained staff will undergo extensive training and change management programs. Existing managers will undertake modified career path appraisals to map out career paths and assist in reducing the stress of uncertainty and accompanies organisational change. The stability of the IT sector in Nigeria will enable cross-border management from South Africa thus allowing decision making, information and communication to flow rapidly and efficiently via video, telephone and internet conferencing and other wireless protocols.
Inbound logistics will be enhanced via the creation of an up-skilling partnership with dairy farmers that will see the introduction of improved milk farming techniques to enhance yield and unlock the potential of a nation with 40% arable land. Furthermore, SAP software will be introduced to replace the existing and outdated ERP system so as to ensure a smooth and consistent flow of information from procurement to distribution and inventory tracking. Total Quality Management principles will be applied to improve efficiencies. Outbound logistics will be amplified using customer relationship techniques via an improved IT infrastructure that will monitor changes in demand, selling distribution and after-sales activities, pricing, service and support. A customer care centre will be set up with packaging reflecting telephonic, internet, Facebook and Twitter contact details.
Tactical Marketing Plan
During, the first three years, Premier Dairies will retain the existing brand which targets long life and powered milk products of which Lagos Dairies has an 18 percent market share focusing on the low to medium income sector. Costs savings from improved operational processes will be passed on to the consumer with the aim of improving market share to 25 percent. Simultaneously, Premier Dairies will introduce their own brand of long life and powered milk into the market which will target the medium income bracket using product quality and taste as the key sales driver and aims to obtain a 20% market share of that sector. This will be achieved through an extensive advertising campaign. Being part of the SADAC region and the associated tariff discounts, certain premier brands will be imported to penetrate the higher income sector. As acquisition costs are being recouped, Premier Dairies will set up a network of cold storage facilities throughout the country and target 30% of the high income bracket with the supply of fresh milk.
Return on Investment
Though the expansion into Nigeria was prompted by more imminent local economic factors, this acquisition still forms part of Premier Dairy’s overall long term strategy of expanding and profiting in the global arena. The return of investment for the next 3 years is expected to be around 15% and increase to 30% thereafter. With the expanding economic environment of Nigeria coupled with our introduction of improved technological and operational processes, this acquisition will add long term value to our shareholders.

References
Bisseker, C., 2014. Business Day Live. [Online]
Available at: http://www.bdlive.co.za/economy/2014/04/07/wake-up-call-for-sa-as-nigerias-economy-takes-top-spot
[Accessed 10 April 2014].
Burn, J. & Ash, C., 2005. A dynamic model of e-business strategies for ERP enabled organisations. Industrial Management & Data Systems, Volume 105, pp. 1084-1095.
Dagogo-George, A., n.d. NOTAP. [Online]
Available at: http://www.notap.gov.ng/content/nigeria%E2%80%99s-dairy-industry-can-provide-jobs-and-contribute-n300-billion-monthly-economy
[Accessed 21 March 2014].
FAO and IDF, 2011. Guide to good farming practice. Animal Production and Health Guidelines, Volume 8.
Frazelle, E. H., 2004. Supply Chain Strategy. New York: McGraw-Hill.
IOL, 2014. Business Report. [Online]
Available at: http://www.iol.co.za/business/companies/consumers-face-surging-milk-costs-1.1662472#.U1UIFk8aLIU
[Accessed 31 March 2014].
Jones, G. R. & George, J. M., 2011. Contemporary Management. 7th ed. New York: McGraw-Hill.
Martin, J. W., 2007. Lean Six Sigma for Supply Chain Management: The 10-step Solution Process. New York: McGraw-Hill.
Pike, R. & Neale, B., 2003. Corporate Finance and Investment. 4th ed. Harlow: Prentice Hall.
Ray, K. G., 2010. Mergers and Acquisitions: Strategy, Valuation and Integration. Eastern Economy ed. New Delhi: PHI Learning Private Limited.

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