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Business </Business/page1.html> / Ferrero Case
Ferrero Case
*Autor:* selinagu </user/selinagu.html> 14 December 2012
*Tags:*
*Words:* 1487 | *Pages:* 6
*Views:* 884
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Case Study Analysis
Company Background
Ferrero is an Italian Confectionary company, privately owned by Ferrero
started in 1946 with a small patisserie in Alba, Italy. It was lauded as
the most reputable company in the world in 2009. It holds 7.3% worlds
market share. And in western Europe with a 13.2% market share. In 1974,
Ferrero established operations in Australia with the mission of
delighting customers with unique products of the highest quality and
intergrity and contributing to the well being of employees, customers
and the company. Ferreros focus on consumers is accompanied by its
emphasis on quality, integrity, product innovation and passion. It
comprises the high quality products series such as Nutella, Tic Tac,
Ferrero Chocolates, Kinder and Kinder Bueno in local market and New
Zealand, with the mission to delight customers with unique product
experiences of the highest quality and integrity.
Question 1: Evaluate Ferrero Australias decision to open an online
boutique. Will this have any impact on the companys other business
segments?
With the rapid development of economy, more and more people use the
online tools, such as laptop, mobile phone, iPad which could
conveniently access to the interrnet. Without any doubt, with this rapid
growth, online shopping will become a trend even a habit for future
society. Influenced by this trend, those traditional retailers and
manufactures have to design and develop new path to build beneficial
relationships with target consumers to ensure the improvement of the
market share. Hence, Ferrero has made the right decision to open the
online boutique.
Ferreros online boutique establishes a platform which focus on
luxuryexclusive Limited Edition, corporate collections with fixed
price, attractive packing and prompt delivery service to satisfy
customers specific needs and promote company images. According to
Laurent Freixe, head of Nestles European business, there are demands on
luxury products even in recession time (Doherty, 2012). The study shows
that the global premium chocolate market is predicted to achieve a value
of US$12.9bn by the year of 2011 ( researchandmarket, 2008). As an
informed player in the market, Ferrero Australia did lots of tests on

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