Situation Analysis Case

CASE # 4 – Disney

CASE BACKGROUND / OBJECTIVE STATEMENT

SITUATION ANALYSIS

1. Define competitors. Who are they? In what region? What are they doing right?
2. Analysis of Ferrero markets. Where are they strong? Where are they weak? What are the opportunities? Cite consumer trends etc.
3. Product lines. Analyse each brand under Ferrero. Point out Nutella as the product line to choose. Why nutella productline ? How is it important to Ferrero? (Diversified, has the potential to cater to a much wider and diversified market)

3.   Ferrero’s competitors.One of Ferrero’s competitors is Nestle, which is well-known for its global brand of Kit Kat and Nestle Smarties.Nestle outranks Ferrero in 2012 global ranks due to its strategic acquisitions which supplements it growth, like it purchased Pfizer baby food.  Another main competitor of Ferrero is Mars that makes global brands M&M's, Snickers, and the Mars bar. Unlike its competitors, Mars doesn’t organize seasonal promotion during Easter or Christmas, instead it  focuses on other operations. An example is that at early 2012, Mars launches a new product “M&M’s Peanuts Noir Intense” instead of publicizing the season of Easter.  Another close competition of Ferrero is the Mondelez International created after the splitting of Kraft and Cadbury merger in 2010. It includes billion dollar brands of Cadbury and Milka chocolate. It operates in more than 80 countries and sells in about 165 countries worldwide. With its strategic direction of expansion, Mondelez International was able to increase brand awareness of its product portfolios.

CONCLUSION / RECOMMENDATIONS

1. Place: Check country trends from euromonitor. Base place and price recommendations there.