Strategy analysis of Kinder

Thèmes abordés

Kinger strategy- marketing mix kinder

Résumé du document

The Ferrero Group is a company of Italian origin the founder Pietro Ferrero of which was a chocolate maker-pastry cook to Alba, a village of Piemont in the North of Italy. This company created in 1946 specializes itself in the candy and the chocolate factory. It expansion is really do in 1949 in particular during the launch of the famous chocolate spread, Nutella, which appears after the death of the founder. His son Michel takes over the business at this moment. Ferrero is a Limited company to board of directors head office of which is based in Holy Mount Aignan. Its main activities are the manufacturing of cocoa, chocolates and products of candy. The board of director is chaired by Mr. CAPURSO Marco, its Chief Executive Officer is Mr. THIL Frederic. Today the company employs more than 20 000 employees in worldwide.
During year on 2009, it recorded one 1.165.000.000 € staff turnovers and a result to 57.000.000

Extraits

[...] Index I. Introduction II. External diagnosis i. Opportunities and Threats ii. Five force to carry iii. Competition III. Internal Diagnosis i. Products' history ii. Marketing Mix IV. Organizational and policy strategy i. Organizational policy ii. Ferrero policy V. [...]

[...] Marketing Mix Strenghts Traditional and modern products. ingredients). Research and development Weaknesses Products based on ingredient the Quality products (unique taste + use the best the "greed" : a major Product Innovation: products original and tested before launch, chocolate. Innovation: few new Produced Ferrero in phase of maturity. products Very effective distribution (casting) thanks to the use of Distribution 2 tools taking into account customers and products but also events (promotions, seasons) = big reliability Advertising (Publicity) which aims at praising benefactions nourishing of the products more milk Communication less cocoa for Kinder). [...]

[...] At the level of the logistics, the company possesses henceforth an included supply chain what allows it to better master the costs and the impact on the environment. It also possesses a factory of packaging in United States nevertheless it sometimes subcontracts in outsourcing the packaging in distribution companies for specific products. Holding company of the group based in the Luxembourg control 70 companies. On a manager model, it adopted a governance of classic company where the power is shared between the board of Ferrero 8/12 directors and the general management. [...]

[...] It expansion is really do in 1949 in particular during the launch of the famous chocolate spread, Nutella, which appears after the death of the founder. His son Michel takes over the business at this moment. Ferrero is a Limited company to board of directors head office of which is based in Holy Mount Aignan. Its main activities are the manufacturing of cocoa, chocolates and products of candy. The board of director is chaired by Mr. CAPURSO Marco, its Chief Executive Officer is Mr. THIL Frederic. Today the company employs more than employees in worldwide. [...]

[...] Ferrero very well included this absolved necessity of differentiation. Due to a strong fame she was able to distance itself from its competitors and to keep her leader's position on the candy market as well for the level national as international. The brand spreads effectively an important marketing plan throughout the years with a communication supported in press, radio, sponsoring, cultural and social events. Bolstered of a billion euro consolidated turnover which remains the family property, we can wonder if this sophistication in the technique of production will continue to protect it from the competition and from the copy. [...]