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
[...] 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. ii. Ferrero policy The company possesses a strong desire of innovation, it is what contributed to its development. Indeed, it tries to develop its techniques of production to conceive products always of better qualities and which satisfy its consumers. [...]
[...] Besides, by conceiving and by possessing the manufacturing machines of its, production costs are lower than the those of possible competitors who would like to copy it. It invests a lot in the innovation at the level of packagings to reduce their ecological footprint. All this also joins in a very developed quality approach. Indeed, Ferrero controls minutely the ingredients which it uses, their origin. It is in this purpose that it acquired the control of the production of hazelnuts. Most of its factories answer for standards ISO. Also joining this quality approach, Ferrero says itself very committed in the sustainable development. [...]
[...] Marketing Mix Strenghts Weaknesses Traditional and modern products. Products based on Quality products (unique taste + use the best the "greed" : a major Product ingredients). ingredient the Innovation: products original and tested before launch, chocolate. Research and development 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). [...]
[...] It was moreover appointed to " CSR initiative for Peace and sport of the year Besides, with its Code of Ethics and its pay policy, the company was classified among the best companies to apply good practices according to European Foundation for the Improvement of living room and Working Conditions. Ferrero 10/12 V. Conclusion Ferrero knew how to create niche products in the chocolate sector for any occasion during the day and the year. In spite of major actors' presence as Mars, Cadburry, etc. Ferrero dominates the market of the candy. To resign oneself It knew how to remain and innovate in a context where the speeches antiobesity are more and more frequent. [...]
[...] 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. [...]
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