Caro docs

2115 mots 9 pages
PROJET MARKETING

FERRERO

Table of Contents

THE SITUATION ANALYSIS 3

1.1. The environment (Demographic, Economical, Natural, Technological, Political, Cultural, Legal forces) ……………………………………………………………………………………………………………………………………………..3

1.2. The industry 4
1.2.1. Rivalry among existing competitors 4
1.2.2. Threat of new entrants 4
1.2.3. Threat of substitute products 4
1.2.4. Bargaining power of suppliers 4
1.2.5. Bargaining power of buyers 4

1.3. The firm 4
1.3.1. The company mission 4
1.3.2. The company objectives and goals 4
1.3.3. The business portfolio 5

1.4. The marketing Process for one company’s offer 5
1.4.1. The marketplace 5
1.4.2. The marketing strategy 5
1.4.3. The marketing program 5

SWOT ANALYSIS 6

EVALUATION OF THE COMPANY’S MARKETING STRATEGY AND RECOMMENDATIONS 8

INTRODUCTION

The history of Ferrero begins in 1946, with Pietro Ferrero, an Italian cooker, who had the idea to replace cocoa beans by hazelnuts. With some other experience, this idea became the famous snack for kids: Nutella. At this time, the first name of Nutella was “Supercrema”. In the 50s, the company exports its products outside the Italian borders, especially in Germany and France.The progress of the group was spectacular, thanks to Nutela and My Darling products. In the 70s, Ferrero goes abroad to introduce its products in America, Australia and Southeast Asia.Then, in the 90s, the group keeps its success in South America. In the French market, Marks Nutella, My Darling, Kinder, Ferrero Rocher and later, Tic Snap permitted Ferrero France to be on the first place of the confectionery of chocolate market since 2004. We have chosen the product Nutella for our case study. French people consume about 800 grams per year. In fact, Nutella is a part of the Ferrero Corporation with 15% of its sales and is the fourth largest confectionary group all around the world.

1. The situation analysis

1.1. The environment

1.1.1.

en relation

  • Siecle des lumieres
    3722 mots | 15 pages
  • Culture
    42587 mots | 171 pages
  • Marché sud africain bio
    12864 mots | 52 pages
  • Filmographie documentaire
    12362 mots | 50 pages
  • Aide revisions, methode
    41687 mots | 167 pages
  • Rapport de stage
    83950 mots | 336 pages
  • Le roche de tanios
    28552 mots | 115 pages
  • Apprendre demain
    69964 mots | 280 pages
  • Le 11 septembre
    26511 mots | 107 pages
  • Mobilité des jeunes en europe
    57557 mots | 231 pages