Hartmann: Case study

Résumé du document

Hartmann A/S is a European leader in moulded-fibre packaging. They have 40 market share in Europe and 10 in North America. There are 5 factories in Europe, 1 in Israel and 1 in Canada. Hartmann offers only environmentally friendly packaging, 100% recycled and completely recyclable. Recently, the company has changed their strategy concept. They want to achieve competitive edge and drive growth by 2015. The program is split in two parts. At the moment, the company is in the first step – trying to become one company.

As a result Hartmann wants to be perceived as a clear global leader in moulded-fibre egg-packaging. In order to assess if Hartmann is capable of achieving their new strategy, it is firstly needed to analyse their business model, using relevant theory. It is also crucial to pay attention to relations that the company has with their customers and partners. Potential reccommendations will be also stated.

Extraits

[...] If one of these doesn't perform its duties, both Hartmann and the customers will be affected negatively. We also see the suppliers as partners , as well as all the customers they have ( more than 1500 in 50 countries). As mentioned above, between the 4 components of the business model there are 3 bridges: 1. Between the customer interface and core strategy we have the Customer Benefits which underline the actual benefits the customers have from the relationship with Hartmann. [...]

[...] As a result Hartmann wants to be perceived as a clear global leader in moulded-fibre egg-packaging. Interpretation In order to assess if Hartmann is capable of achieving their new strategy, it is firstly needed to analyse their business model, using relevant theory. It is also crucial to pay attention to relations that the company has with their customers and partners. Potential reccommendations will be also stated. Scope This paper will consider Hartmann A/S as a global moulded-fibre packaging company (taking into consideration Europe and North America). [...]

[...] We are going to include the 4 components ( which tend to be more descriptive) as well as the more analytical bridges that tie the components. In customer interface we find out that Hartmann strategy is customer focused. Giving the fact that customers are the ones who pay their wages, the company is trying to profitably anticipate and satisfy their needs[3]. For this they offer fulfillment and support: support with the conception of brand in a market context; advisory support (providing ideas and concepts to promote the eggs, as well as marketing service). [...]

[...] As mentioned above, Hartmann offers advisory services for their customers so they always have to keep in touch. Having the opportunity to differentiate the products is also a factor in bringing the partners closer. Hartmann is seen as a supplier of moulded fiber egg packaging and advice on related areas such as sales, marketing and logistics. All the above make a successful strategy that we believe it will work good for Hartmann until 2015. Recommendations: Implanting sales & production units in emerging markets - for example in Mexico where the egg consumption is 350 eggs per year/ person.[12] Doing this will help them consolidate their position in North America and gain some more market share there. [...]

[...] Bibliography ●John Egan, „Relationship marketing. Exploring rational strategies in marketing” Fourth edition 2011, p.53 assumptions http://www.emeraldinsight.com/content_images/fig/2610290101001.png http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann_annual+report+2011.pdf http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann+H1+2012+report.pdf http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann+H1+2012+report.pdf http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann+case+information+for+week+39+_prcent_26+40.pdf http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann_annual+report+2011.pdf http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann+investors+pres+2012.pdf http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann_annual+report+2011.pdf http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann+investors+pres+2012.pdf http://fronter.com/cphbusiness/links/files.phtml/85097802$326149770$/Dokumen ter+mm/05+Compulsory+Casework/Case+2_week+40+_prcent_28Hartmann_prcent_29/Ha rtmann+case+information+for+week+39+_prcent_26+40.pdf http://www.emeraldinsight.com/content_images/fig/2610290101001.png John Egan, „Relationship marketing. [...]