Rapport haribo

5043 mots 21 pages

Who has never eaten gummy bears or strawberry Tagada? Whatever our preference we have already eaten all the candy from Haribo.
Haribo has established itself as a reference point on the candy market with essential products: Pooh, Strawberry tagada, dragibus.
These products are on the market since 1986, and Haribo have becoming with them an important competitor.

We have decided to create a new candy, “The Splash”
Our product, The Splash

We want to create a new candy just for children. But, it is not a simply candy, it’s much more than that, this candy allows children to stay focused and be more effective in class.

Chocolates and candies are one of the best-loved foods everywhere in the world. These are one of life's little pleasures. The attractive tastes and textures of chocolate and candies delight the senses of all ages.


Strength | Weakness | -The notoriety of Haribo is very high so it’s more easy to launch a new product- Innovation politics (big investment in R&D) leader in innovation-Haribo answers to new needs (packaging, recipe) and to new way of consumption (individual, familial)-Haribo is present all around the world- 22% of the market share In France-Self financing of the spending-Haribo’s product are recognize like quality product-Only 1 shareholder (total control)-Haribo is the leader on confectionery market-1st manufacturer of candies in France_Turnover:155 millions € | -Lutti is the leader on the adult confectionery market-Haribo has a traditional management (no market study: choice depend of the actuality, of the feeling of the manager) | Opportunity | Threat | - Consumption of candies in value and in volume is increasing (+ 4,3 % et + 2,8%)-Increase of the candies’ price more profit- 3,9kg of candies per person are consuming in France by year-Turnover of the market in 2005: €1,007 billion-The demand for natural candies increase-The market is very responsive to communication- No direct

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