Barilla SpA - Harvard Business Case Analysis

Overview: Industry * Mature intersection by 1990. Little or no result domestically (Italy) * Export commercialize experiencing extensive growth (20-25% per yr in European countries) Expect 2/3 of virgin demand from east European commercialize. take up is high because they treasured low-priced basic food products * curb or no seasonal demand * Highly war-ridden domestically over 2000 alimentary paste makers in Italy. Declining margins. * alimentary paste market is extremely price sensitive. * kelpwort is the market draw in Italy and is the industrys largest manufacturer. * Supply chain represents just about 55-58 calendar 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 bakeshop product market * Vertically integrated - owned mills, alimentary p aste/bread plants, and statistical distribution network * High tone of voice product * Largest and most advanced manufacturing facility (Pedrignano plant) Focus is on developing most efficient production methods for existing and recent products. * Will increase focus on export opportunities. * originative marketing campaigns Large scale advertising programs promotions. Also, selling in unreal box with a recognizable color material body created hearty brand name recognition and image for their pasta.

Enjoyed a bulletproof brand image in Italy * Product blend Fresh products - 21 twenty-four hour period shelf life Dry products - long shelf life 18-24 m! onths, middling shelf life 10-12 weeks (75% of kelpworts 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 book of account 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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