Ferrero Spa

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Topics: Ferrero SpA
Ferrero SpA: internazionalization process

Ferrero background

The industry Ferrero was born in 1946 in Alba in Piedmont and its history can be seen, perhaps, as the most representative example of Italian capitalism. Since its establishment until today, different stages of development can be identified, each characterized by specific product, technological, commercial and organizational innovations.
The company started its activities immediately after the World War II.
During this time, Piera and Pietro Ferrero were able to turn a small bar and pastry shop into a factory. These early and decisive steps are due to the products, in fact, "invented" by Pietro Ferrero, but also to the efficient sales network organized by his brother Giovanni. In 1950, in fact, Ferrero had its own and efficient distribution network with a fleet of vans that, in a few years, exceeded a thousand units and was able to deliver to shopkeepers fresh and perfect products. In the mid-fifties, the company began to exceed the national dimension to acquire a European one. In 1956, Ferrero opened a plant in Germany in Allendorf (about 150 km from Frankfurt), which would represent the first example of the internationalization of Italian industry in the confectionery sector. Ferrero began working with one product (the Cremalba) followed by the start of production of the Mon Cheri, that immediately gained significant market success.

In 1957, Michele Ferrero, Pietro's son, assumed control of the company and was able to renew its facilities in order to encourage the increase of production: the greatest changes occurred with the use of increasingly sophisticated technologies and more efficient equipment. These are the years of Italian "reconstruction", in which Ferrero developed new initiatives and new insights that made itself innovative on the market and allowed its continued growth, with

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