8/10/2019 Ferrero Case - Research Paper

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Ferrero Case

*Autor:* selinagu 14 December 2012*Tags:**Words:* 1487 | *Pages:* 6*Views:* 884

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Case Study AnalysisCompany Background

Ferrero is an Italian Confectionary company, privately owned by Ferrerostarted in 1946 with a small patisserie in Alba, Italy. It was lauded asthe most reputable company in the world in 2009. It holds 7.3% world'smarket share. And in western Europe with a 13.2% market share. In 1974,Ferrero established operations in Australia with the mission ofdelighting customers with unique products of the highest quality andintergrity and contributing to the well being of employees, customersand the company. Ferrero's focus on consumers is accompanied by itsemphasis on quality, integrity, product innovation and passion. Itcomprises the high quality products series such as Nutella, Tic Tac,Ferrero Chocolates, Kinder and Kinder Bueno in local market and NewZealand, with the mission to delight customers with unique productexperiences of the highest quality and integrity.

Question 1: Evaluate Ferrero Australia's decision to open an onlineboutique. Will this have any impact on the company's other businesssegments?

With the rapid development of economy, more and more people use theonline tools, such as laptop, mobile phone, iPad which couldconveniently access to the interrnet. Without any doubt, with this rapid

growth, online shopping will become a trend even a habit for futuresociety. Influenced by this trend, those traditional retailers andmanufactures have to design and develop new path to build beneficialrelationships with target consumers to ensure the improvement of themarket share. Hence, Ferrero has made the right decision to open theonline boutique.

Ferrero's online boutique establishes a platform which focus onluxury exclusive Limited Edition, corporate collections with fixedprice, attractive packing and prompt delivery service to satisfycustomers' specific needs and promote company images. According toLaurent Freixe, head of Nestle's European business, there are demands onluxury products even in recession time (Doherty, 2012). The study showsthat the global premium chocolate market is predicted to achieve a valueof US$12.9bn by the year of 2011 ( researchandmarket, 2008). As aninformed player in the market, Ferrero Australia did lots of tests on

8/10/2019 Ferrero Case - Research Paper

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its products in local market and also started to use media strategies inearlier stage for understanding customer preference(Kotler & Keller).Online boutique is designed especially for those people who pursue highquality life and are also id ...

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