Haribo Case Study

Topics: Strategic management, Marketing, Porter five forces analysis Pages: 4 (1086 words) Published: November 13, 2012
Table of contents

Introduction1

1.MODELS & ANALYSIS2
1.Models choices2
2.Use of models2
1.Porter’s five forces2
2.BCG Matrix3
3.Ansoff matrix4
4.SWOT analysis5

Bibliography7

Table of figures

Figure 1 : Porter's five forces2

Figure 2 : BCG Matrix3

Figure 3 : Ansoff Matrix4

Figure 4 : SWOT Analysis5

* Introduction
Nowadays, in a growing world trade, more and more companies are developing themselves at an international scale. This is the case of Haribo, a well-known German food company, specialized in sugar confisery. Founded in 1920, the society is one of the leaders in the sugar confectionary segment with substantial sales of 715 millions of dollars in 2008 and a European market value share of 5.4%. How did they arrive to this point in a large and competitive market? To answer to this question, we’re going to study the company through an article and the use of a few frameworks.

MODELS & ANALYSIS
Models choices
To really understand the company functioning, the use of four models could be interesting. To analyze the environment, SWOT analysis appears as the most suitable. It permits by analyzing both extern and internal environment to understand the company situation and, in this way, draw conclusions to develop a competitive advantage. The analysis of the competitive environment through Porter’s 5 forces in parallel will reinforce the study. About internal functioning and strategy, the BCG and Ansoff matrix seems to be the most relevant, the article being about consumption changing and strategies established. The importance of each range of products and the understanding of the different strategies adopted will procure the possibility to find ways of development. Use of models

Porter’s five forces
The confisery market is in growth. In terms of value, it has increased of 3% in 2008 for a value of 127.9 billion and should reach 147.7 billion in 2013. In...
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