The paper "Marketing - Ferrero Group " is an outstanding example of a marketing case study. With China becoming a business hub and opening to foreign businesses, numerous companies are currently seeking entry to this market. Jayaraman (2009, p. 56) claims that the increase in business in the Chinese market has been boosted by the ever-increasing population of the middle class who have a high disposable income to not only buy products but luxury ones too. The situation has created an opportunity for the companies making luxury products like Ferrero Group. Ferrero Group is a company that manufactures chocolate and other confectionery products.
The company was started in Piedmont, Italy in 1946 and has since grown to become the largest chocolate maker globally (Ferrero Group 2015). Currently, the company has 18 factories worldwide with the biggest factory being in Germany. Ferrero Group has 21,500 employees who help both in operation and sale of its products which include Nutella, Ferrero Rocher, Mon Ché ri, Pocket Coffee, Giotto, Hanuta chocolate, Kinder Surprise, Confetteria Raffaello, and Tic Tac mints among others (Ferrero Group 2015).
Agriculture and Agri-Food Canada (2012, p. 3) argues that due to consumer behavior changes and health issues awareness, customers all over the world including China now prefer products with low calories away from traditional chocolate. For that reason, Ferrero Group decided to manufacture chocolate made from vegetables to introduce to the Chinese market. Therefore, this paper focuses on Ferrero Group's development of new products into the market. Also, the report will evaluate the external and internal environment (SWOT) in which a new product is to be realized, identify a relevant strategy such as S-O and W-O, and define strategies appropriate to its realization. 2.0 Market Description Over the years, the Chinese confectionery market has tremendously.
Agriculture and Agri-Food Canada (2012, p. 3) posited that today, China is ranked as the largest market in Asia-Pacific and the second-largest confectionery market in the world after Western Europe. The Chinese confectionary market is worth US$10 billion in size followed by Japan at US$9.5 billion (Euromonitor 2014).
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