GRUPO DULCESOL

1. GRUPODULCESOL

2. Basic information • Dulcesol was founded in the 50’s as a small bakery company in Villalonga (Valencia) . View in Google Maps • Nowadays it is considered one of the most important spanish groups within the food sector. • It is known because of its quality policy: “In food, quality is what counts”

3. Place • Dulcesol counts with 2 factories in Villalonga and Gandía with more than 1700 employees. • Exports to Portugal, France, United Kingdom, Italy, Benelux, Switzerland and Finland. • Distributes through its own means of transport.

4. Dulcesol group Factories COMERCIAL SOCIETY: • PRODUCTOS DULCESOL, S.A.Gandia (Valencia) PRODUCTION PLANTS: • DULCESA, S.A.Gandia (Valencia) • JUAN Y JUAN, S.A. Villalonga (Valencia) RAW MATERIAL CENTERS: • OVO, S.A. (planta de productos derivados del huevo)Terrateig (Valencia) • S.A.T. 3554 LA SOLANETA (granja de aves ponedoras)Terrateig (Valencia) • DUCPLAST, S.L. (planta de envoltorios plásticos)Pobla del Duc (Valencia)

5. Dulcesol group Factories DISTRIBUTION SOCIETIES DULGISOL, S.L.Girona (Girona) DULCES LA PLANA, S.L.Almazora (Castellón) DISTRIBUIDORA LEVANTINA PASTELERÍA, S.A.Paiporta (Valencia) DULGANDIA, S.L. UNIPERSONALAdor (Valencia) DULCES COSTA DEL SOL, S.A.El Tarajal (Málaga) HISPADUL, S.A.La Rinconada (Sevilla) COMERCIAL TINERFEÑA DEL DULCE, S.L.La Laguna (Santa Cruz de Tenerife) COMERCIAL VIGUESA DEL DULCE, S.L. Vigo (Pontevedra) DISVADUL, S.L.Tordesillas (Valladolid) DULGALICIA, S.L.Cambre (La Coruña) DOCES LUCENSES, S.L. Lugo (Lugo) EUSKASOL, S.L. Zaratamo (Vizcaya) GADESDUL, S.L.El puerto de Santa María (Cádiz) DULMADRID, S.L.Madrid (Madrid) DULCESOL PORTUGAL I.E.P.A., L.D.A.Vale de Milhaços (Corroios) DULCADIS, S.L.Manzanares (Ciudad Real)

6. Products • Big range of bakery products, more than 250 • Fresh bread. • Star product: Pandorino. • Every year there is a new line of products

7. Firm Policy • Quality policy: “In food, quality is what counts” • Prices are smaller compared to other bakery firms • Dulcesol does not use promotion (only sponsors and international fairs) • Robotization • White brands (Hacendado etc.): same products and different packages but cheaper. Dulcesol uses Dulcesa. • International market but the trend is mostly national market. • Unfortunately, they have a bad reputation concerning treatment of their employees.

8. 10 decisions (1) • Goods and services design: Dulcesol is a firm in the sector of food, especially in the bakery products: they have more than 250 kinds and several lines of products. Meanwhile their research laboratories they get every year new products in order to satisfy costumers . • Quality: It is the “raison d’être” of the firm: “in food, quality is what counts”. All their products have to pass a really strict quality test control. Dulcesol is continually looking for the best quality for all its products and the several awards they have received can prove it (AENOR, MAPA etc.). In addition, Dulcesol appears in the one of the list created by Green Peace guarranteeing Dulcesol does not use transgenical ingredients for its products, and showing us once again how important is quality for Dulcesol.

9. 10 decisions (2) • Process and capacity design With a production about 86000 tons distributed of over 60 different products, over the last four years the company has invested around 75 million Euros in new offices, new manufacture and production premises auxiliary facilities and new production lines, in both the Gandia and Villalonga factories. Currently, there are more than 1800 employees working for the Dulcesol Group. • Location selection: Dulcesol counts with factories all around Spain (farms, distribution societies), even in Portugal. Although, the two production plants are both located in Gandía and Villalonga, in the Comunidad Valenciana. Its international market is increasing year after year, but at the moment Dulcesol does not consider the option of more production plants or other factories outside Spain.

10. 10 decisions (3) • Layout design The layout design is the same for all Spain and foreign country, except for the language and other details which appear in the packaging. Dulcesol ‘s packaging presents its logo and is mainly blue. At the present the firm adopts new designs for the individual products package, so they are more appealing for children, since they are the main costumers. For the white marks also produced by Dulcesol, the packaging reminds slightly Dulcesol’s one, even in this case, the firm does not produce the packaging for the white marks.

11. 10 decisions (4) • Human resource and job design One of the weaknesses of the firm: Dulcesol has got a bad reputation regarding the treatment of its employees : hard schedules, individualism, abuses of power etc. Automation does not affect at the moment, since it is still necessary to count whith a big number of workers. Dulcesol tries to improve the situation. In spite of this, the number of employees increases (more than 1800 nowadays) and the firm creates each year new jobs. • Supply chain-management As Dulcesol tries to produce with its own raw materials and services, as well as distribution is provided by its own distribution societies, Definitely, Dulcesol uses a vertical integration strategy.

12. 10 decisions (5) • Inventory Dulcesol starts producing as soon as they receive the order and the products are directly distributed once they have passed the quality test. The production and the quality control last maximum 3 days. Inmediately after, the products are directly distributed to the clients. There is no stock. • Scheduling The process of production is really fast and effective, always guarranteeing quality. They can do this using all the resources they have. • Maintenance Dulcesol keep on growing in Spain as well as in all Europe, even if the national market is still more important: trying to be leader in the food sector, always with its quality policy in front of it.

13. Quality house