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Case Study Of Ferrero

1392 Words6 Pages

Main competitors and positioning in the market

This section is not vital for the research, however, it is important to understand how well Ferrero brand established itself in the global market. The best way to do so is to understand which companies are the main competitors and what market share each of them own.
Main competitors of Ferrero Company are Cadbury PLC, Kraft Foods Inc., Lotte Confectionery Co., Mars Inc., Morinaga & Co., See's Candies Inc., The Hershey Co, Lindt, Nestlé Suisse S.A., Cadbury Schweppes PLC, Orkla ASA
In figure 1 chart shows the market share of main Feffero competitors – Mondelez, Lindt, Nestlé, Mars, and others. It is obvious that company established dominance on the chocolate market since it owns almost a quarter …show more content…

That was the time they realized the business is ready to go internationally and the new openings of subsidiaries, factories and warehouses keep following each other around Europe. They made a new products including Tic-Tac which was made in order to launch their products in North America. After a careful analyze of market they started with Tic-Tac instead of Nutella because of already existing well developed peanut butter market. In 1969 Ferrero create their own Sales Centre in New York. Then starting from 1970 Ferrero opened subsidiaries in other places outside from Europe such as New Zealand, Brazil, Hong Kong etc. They also keep expanding in Italy and Europe making them a big supply network all over the world. (Management Paradise, 2011) (Ferrero Home …show more content…

Next will be explained all steps in process chain.

1. Head office analyzed the demand, especially if there is a high season (for example Christmas) and sends the request for raw materials to suppliers of raw materials (RM).
2. Suppliers of RM send the request to local farmers and other RM producers (each country sends request to local farmers, for instance suppliers of hazelnuts in Turkey contact Turkish farmers) in order to get the required amount of RM.
3. Farmers gather the necessary goods (RM) and send them to suppliers.
4. Later suppliers send required RM to international warehouse for RM in Italy.
5. From international warehouse, RM is sent to different factories in order to make the goods (all different kinds of goods that are sold in each particular country).
6. Auditors monitor and analyze the processes in each factory in order to ensure that production follows all requirements and certificates. If there are some issues, auditors inform managers in head office who, in turn, discuss the issue with factory managers and develop the

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