Aligning goals and strategy to get international success
When Danish TripleNine in 2013 merged with the Norwegian Koppernæs Group to form TripleNine Group A/S, the largest fish meal and fish oil company in Scandinavia, the synergies did not come as fast as expected. In reality, the organisation was challenged by a misalignment between the new company’s growth strategy and organisational goals.
According to Jes Bjerregaard, CEO at TripleNine Group, the initial problem was that the strategy was mostly written on a piece of paper instead of being committed by all stakeholders and therefore not really executed
Danish SMEs are finding it hard to convert goals into actionable strategies according to a recent report conducted by Epinion for Deloitte. While Danish SMEs are good at defining ambitious and clear growth goals, they lag behind when it comes to carrying out the strategy needed to fulfil those goals. According to the SMEs, internal and external growth barriers such as lack of qualified employees, talent attraction, tough legislation and regulation are challenging them.
From Jes Bjerregard’s perspective, this should not be an excuse to aim high.
Something could indicate that Jes Bjerregaard and the TripleNine Group has followed this formula. Since he started in 2016, TripleNine Group has undergone a transformational journey and aligned organisational goals with growth strategy and international ambitions. The company has now a strong platform with a profitable revenue of DKK 1.8 billion and a solid balance sheet to realize the ambitious goals in the years to come.
According to Jørn Jepsen, partner at Deloitte and LCSP at the TripleNine Group, SMEs need to look inwards if they want to overcome the growth barriers:
About TripleNine Group
The TripleNine Group comprises a number of production, trading and sales companies in Denmark, Norway and Chile. The companies are engaged in the development, production, marketing and sales of fish meal and fish oil as animal feed ingredient for aquaculture, agriculture and pet food. Approximately 250 employees from a wide range of nationalities are employed in TripleNine Group A/S.