Présentation de l'entreprise Ferrero

Ferrero

Company Overview

COMPANY OVERVIEW

Ferrero Group (Ferrero or ‘the group’), through its subsidiaries, is engaged in the manufacturing of chocolate and other confectionery products. The group operates in Europe, the Americas, Africa, Asia and Oceania. It is headquartered in Alba, Italy and employed about 22,298 as of August 31, 2012.

The group recorded revenues of E7,795 million (approximately $10,185.7 million) in the financial year ended August 2012 (FY2012), an increase of 8% over FY2011. Ferrero is a privately-held group and does not publish its financial results.

KEY FACTS



Head Office

Ferrero

Via Vivaro 49 Alba

Cuneo 12051 ITA

Phone

39 0173 295259

Fax

39 0173 363274

Web Address

http://www.ferrero.com/

Revenue / turnover (EUR Mn)

7,795.0

Financial Year End

August

Employees

22,298

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Ferrero

SWOT Analysis

SWOT ANALYSIS

Ferrero, through its subsidiaries, is engaged in the manufacturing of chocolate and other confectionery products. It has diversified business operations both in terms of product portfolio and geographic reach. This gives a competitive advantage to the group as it protects Ferrero from cyclical downturn in any particular product segment and country. However, volatility in raw material prices could materially affect the group's profits.

Strengths

Weaknesses

Diversified business operations Strong internal control recognized by independent bodies

Lack of scale

Opportunities

Threats

Growing global confectionery market Health and wellness trends to drive demand for dark chocolate varieties

Fluctuating raw material prices Increasing competition from private labels

Strengths

Diversified business operations

Ferrero has diversified business operations both in terms of product portfolio and geographic reach. The group’s product portfolio includes chocolates, bakery products, snacks, sugar confectionery products and drinks. These products are distributed across Europe, the Americas, Asia, Oceania and Africa. Ferrero operates through 38 companies and 14 factories worldwide. Further, the group owns a portfolio of globally recognized brands such as Ferrero Rocher, Raffeallo, Giotto, Tic-Tac, Kinder Joy, Nutella, Kinder Chocolate, Kinder Brioss, Kinder Delice, and Estathe. These brands have enabled the group to garner leading market position in several countries. For instance, in 2013, Ferrero was ranked among top 100 of most reputable companies worldwide by an industry source specializing in brand valuation. Earlier in 2011, the group received ‘Top Brand’ award for Giotto and Kinder chocolate products.

Hence, strong brand recall and recognition enables Ferrero to generate an increased amount of repeat purchases. The wide variety of product offering enables the group to cater to a diverse range of customers whereas product marketing and distribution across the globe allows Ferrero to serve both matured and emerging economies. Thus, a diversified business operation hedges the group against downturn in any particular product segment as well as economy.

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Ferrero

SWOT Analysis

Strong internal control recognized by independent bodies

Ferrero has a strong control over its internal operations. To maintain high standards for its products and processes, the group strictly follows a series of rules which constitutes its Quality Management System (QMS). The QMS applies to organizational structure, management of process, standards for raw materials and packaging, choice of suppliers, checking of goods, recipes and production instructions.

Based on QMS system, the group adopted the ISO 9001:2000 standard. This standard requires that the group quality system to be certified by a recognized independent body by means of annual verification process. Also, most of the group’s factories are certified with supplementary standards concerning food safety and sanitation as the hazard analysis and critical control points (HACCP), IFS and ISO 22000. QMS initiative has enables Ferrero to command a strong control over its operations which, in turn, enhances its business performance.

Weaknesses

Lack of scale

Ferrero derives its revenues from almost all the regions of the world. However, the group lacks scale when compared to its competitors in the market. Many of its competitors are much larger in size and in terms of revenues and therefore have access to better financial resources. This limits Ferrero's ability to compete on one hand and expand its operations compared to its competitors.

The group generated $10,185.7 million in FY2012, which is relatively lower than

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