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.