When we target the European audience, particularly the French one can commonly relate to them through a Haribo. Well the questions that now boil down is about knowing and tasting a Haribo sweet. A hypothesis is drawn with respect to the French in particular who are well versed with the taste of at least one Haribo sweet. It could be the 'fraise Tagada' or the 'dragibus' and so on. The famous colorful gum and jelly sweets of Haribo have a unique taste and texture and are made in funny designs just to attract children.
In 2002, the confectionery industry produced 212 000 tones of sweets which amounted to an increase of 18% over the last ten years. While the supply increased, demand was also on the rise as the consumption approached 223 000 tones which amounted to an increase of 21% during the same period.
Haribo, a familial company, has been successful in conquering the confectionery and candy market. Inspite of owning several world famous products, innovation is the strategy of Haribo. It is through this innovative strategy that Haribo has been successful in maintaining its competitive edge. It is an observable factor that competition is on the rise and is also very harsh in the candy industry. Keeping this thought in mind, Haribo has witnessed it struggle in this industry and especially the fact of coping with new entrants such as Lutty, Chupa Chups or Ferrero…
Haribo as a company started on a niche segment and has developed itself since then. However, this niche segment has been transcribed into growth and has reached its stage as a profitable segment. Thus, the company Haribo has had to face the threat of new entrants.
A thought to contemplate on is how Haribo succeeded in retaining its position as a leader in the competitive candy market especially with emerging and highly vibrant new players.
In the following study, we will try to answer this question. To begin with, we will deal with the history of the Company (Haribo ). Thereafter, we will study the present and external analysis of the company prior to drawing up and inferring the internal analysis of the company.
In this study, we will focus on the French market (as our target audience) as it is they who represent the second largest market of Haribo.
Tags: Haribo innovative advantage, Haribo marketing strategy, Analysis of Haribo, Haribo case study, Haribo innovation strategies
[...] In addition, advertising for sweet food is no longer permitted with children being used as icons for the broadcast of the product. a. Strengths Financial and human components Although Haribo remains a familial company, it is a multinational company with important financial and human resources. This enables it to have a huge marketing budget. Haribo's advertisements are very often broadcasted on TV and the company's financial events such as the Olympic Games and the racing cyclist Tour de France' are highlighted. [...]
[...] In conclusion, Haribo does have some different SBUs which have to be implemented with some different strategies and at different stages in the business Generic strategies To maintain a competitive edge in the market, Haribo has been innovative and diversifies its products by staying ahead of its competitors. One such product is Lutti which is also one of the most aggressive ones. Nevertheless, with its high skills for innovation Haribo has no trouble responding to customer requirements by providing new products in the market. [...]
[...] A thought to contemplate on is how Haribo succeeded in retaining its position as a leader in the competitive candy market especially with emerging and highly vibrant new players. In the following study, we will try to answer this question. To begin with, we will deal with the history of the Company (Haribo Thereafter, we will study the present and external analysis of the company prior to drawing up and inferring the internal analysis of the company. In this study, we will focus on the French market (as our target audience) as it is they who represent the second largest market of Haribo. [...]
[...] Last year, Haribo reviewed its supply chain model and appointed the consultant Total Logistics to undertake this review in the United Kingdom. The main purpose was to improve the delivery operations. Per Henerius, managing director of Dunhills Haribo, said : have always strived to achieve excellence in our production systems. However these needed to be linked to a best in class supply chain to ensure our product reached our customers in a timely and efficient way.' As he underlines, Haribo has paid a lot of attention to its production system: Haribo is very cautious with product quality. [...]
[...] In 2001, Haribo launched the ' Licensing ', which proposed a range of by products like a lipstick that tastes just like candy. The purpose of this licensing was not to answer customer needs but to try to and create new ones. Another example is the clothing line for children's shoes, boots and sneakers made by Humeau Beaupréau, and of course, clothes with Haribo's logo on them, made by Nouvelle Guillot. Haribo is trying to be innovative through diversification and abreast through improvements. [...]
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