Page 4: Management
In line with the move to focus on product categories, Heinz’s management has also changed its focus towards a pan-European outlook. Management within the organisation is now thinking on a European-wide basis. Teams are being formed across Europe to share a single business philosophy where there are no country barriers. The sales structure at the company retains its local focus, however, as few customers are pan- European in their structure. The new structure combines accountability with clear objectives and focused management teams.
Heinz has also adopted a pan-European outlook for marketing, new product development and purchasing. There is increasing effort to bring together the combined skills of teams throughout Europe in adopting a category approach across Europe. For example, a single advertising agency has been appointed across continental Europe for the Heinz Tomato Ketchup business. By driving for synergies across Europe and reinvesting savings to deliver top line growth, Heinz is increasing shareholder value.