Barilla SpA - Harvard Business Case Analysis

Overview: Industry * Mature intersection by 1990. Little or no result domestically (Italy) * Export commercialize experiencing gargantuan growth (20-25% per yr in European countries) Expect 2/3 of virgin demand from east European merchandise. carry is high because they treasured low-priced basic food products * express or no seasonal demand * Highly matched domestically over 2000 alimentary paste makers in Italy. Declining margins. * alimentary paste market is extremely price sensitive. * kelpwort is the market attracter in Italy and is the industrys largest manufacturer. * Supply chain represents just about 55-58 schedule DOH of dry goods (30 in the CDC, 14 at the Distributor, 11-14 at the Supermarket or Independent Shops) Competitive Strategy * kelpwort is the largest alimentary paste manufacturer in the world (35% of market in Italy and 22% of market in Europe) * Also 29% of the Italian bakery product market * Vertically integrated - owned mills, alimentary p aste/bread plants, and statistical distribution network * High role product * Largest and most advanced manufacturing facility (Pedrignano plant) Focus is on developing most efficient production methods for existing and new-fangled products. * Will increase focus on export opportunities. * original marketing campaigns Large scale advertising programs promotions. Also, selling in unreal box with a recognizable color recipe created hearty brand name recognition and image for their pasta.

Enjoyed a bulletproof brand image in Italy * Product fluff Fresh products - 21 twenty-four hour period shelf life Dry prod ucts - long shelf life 18-24 months, averag! e shelf life 10-12 weeks (75% of barillas sales) 800 dry SKUs; 470 pasta SKUs from 200 pasta shapes. Pasta SKU specialisation by packaging. * Plans to exploit new market opportunities in Eastern Europe. * Focus on high saturation manufacturing. Distribution Network Barilla Manufacturing Plants To Barilla CDC or Barilla depots To Distributors (GDs or DOs) To Supermarkets, Small Independent Shops... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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