SUMMARY

INTRODUCTION

I. THE COMPANY

-------------------------------------------------
INTRODUCTION

Haribo, or how a small family business has won the confectionery market in a century. To understand this phenomenon we will discuss the tools and the strategy employed.
Haribo is a Company executive, in order to allow the family to keep Riegel power over society. It has headquarters in several different countries where the latter is located particularly in France with headquarters in Marseille. Each is controlled by a supervisory board composed of the Riegel family. Because of this family structure, Haribo has a mode of decision making especially because the company has kept a spirit of SMEs. Thus decisions are made much more rapid than in a large multinational.
We were led to ask ourselves the question: “Is the marketing mix standardized for the whole world or adapted to each country?”
In order to answer this question, firstly we’ll present a general business of Haribo, and then we’ll analyze Haribo’s mix marketing.

I. ------------------------------------------------- THE COMPANY

In the early twentieth century Germany, the confectionery business are developed than those of steel. Hans Riegel, the founder of Haribo, no exception to that tradition and training in baking sweets. He founded his empire in 1920, not in a garage but in a laundry. Since the initial capital is very thin Hans Riegel is in the kitchen while his wife delivers the first customers bike.

The name of the company from "HA" for Hans "RI" for Riegel "BO" for Bonn. In 1922, the creation of "Tanzbar" the little dancing bear is a true innovation. Haribo's success was immediate and production takes off. In 1946, following the death of Hans Riegel, his wife and his children took over the management of the family business. This is still in force for the next generation is taking over.

Internationalization was a very important step for the group. Indeed, great