Mars and Ferrero
The internalisation of Ferrero and Mars
Introduction
Quality, freshness and customers have always been their mission of the famous confectionery maker, Ferrero which are sold in every part of the world. They promises that all their confectionery are of high quality, precise, fresh and made from the finest raw materials with consideration for their customers. Ferrero emphasizes a lot about hygiene, making sure that all their confectioneries that are produced are of the tip top condition, from hygiene, selection of the raw materials to the packaging of their products. Ferrero strives to be environmental friendly, by manufacturing their products through for example, using their energy, materials and natural resources in an effective manner.
Quality, responsibility, mutuality, efficiency and freedom are the five principles of mars which drive for quality and being value for money. Also, throughout the years of Mars development, they expanded their product line which now includes pet care, drinks, food and wriggle from their core product, chocolates.
Key success factors of internationalising
Good distribution channels, Successful marketing, product development and differentiation and building good relationships with the local communities are the key factors that contribute to the success of internationalising of Ferrero and Mars.
Firstly, both Ferrero and Mars adopt good distribution channels to distribute their products all over the world. Both companies export their confectioneries to all over the world which incurs low initial investment, reaches their customers quickly, and having complete control over production, which allows them to have full control of the quality of their chocolates without leaking their secret recipe. Therefore, with a say in the distribution channel, both companies are able to decide on where they want and how they want to sell their confectioneries allows them to put them in the right channel for the right category of customers that
Introduction
Quality, freshness and customers have always been their mission of the famous confectionery maker, Ferrero which are sold in every part of the world. They promises that all their confectionery are of high quality, precise, fresh and made from the finest raw materials with consideration for their customers. Ferrero emphasizes a lot about hygiene, making sure that all their confectioneries that are produced are of the tip top condition, from hygiene, selection of the raw materials to the packaging of their products. Ferrero strives to be environmental friendly, by manufacturing their products through for example, using their energy, materials and natural resources in an effective manner.
Quality, responsibility, mutuality, efficiency and freedom are the five principles of mars which drive for quality and being value for money. Also, throughout the years of Mars development, they expanded their product line which now includes pet care, drinks, food and wriggle from their core product, chocolates.
Key success factors of internationalising
Good distribution channels, Successful marketing, product development and differentiation and building good relationships with the local communities are the key factors that contribute to the success of internationalising of Ferrero and Mars.
Firstly, both Ferrero and Mars adopt good distribution channels to distribute their products all over the world. Both companies export their confectioneries to all over the world which incurs low initial investment, reaches their customers quickly, and having complete control over production, which allows them to have full control of the quality of their chocolates without leaking their secret recipe. Therefore, with a say in the distribution channel, both companies are able to decide on where they want and how they want to sell their confectioneries allows them to put them in the right channel for the right category of customers that