International Business- Global Chocolate Wars Between Mars...

Global Chocolate Wars between Mars and Ferrero In the field of internationalization of business, entrepreneurs are required to think globally and have an understanding of international culture. Entrepreneurs need the ability to understand different values, beliefs, behaviors and business strategies of different businesses within other countries in order to be successful in internationalization of business. Mars and Ferrero are two world-leading food manufacturers, especially confectionary products. This essay aims to analysis Mars and Ferrero in terms of internationalization and discuss some of the key success factors that has transformed both companies into a truly international group. Both companies have approached different strategies†¦show more content†¦Hence, a diversified business operation insulates business risk. However, despite both companies having a well-diversified product portfolio, one can observe that there are some differences between the two in terms of their products. As mentioned above, Mars has been extending their main product line – chocolate and introducing new product lines by penetrating into new industries (e.g. drinks, petcare, nutritious products). Moreover, Mars also penetrated into the chewing gum industry by acquiring Wrigley in 2008, one of the leading confectionery companies in the world with a wide product range. This acquisition, being one of the key success factors of Mars, strengthened and diversified Mars’ confectionery business, as well as increased its growth potential in the chocolate, non-chocolate confectionery and gum categories. Since Wrigley has worldwide presence, this acquisition enabled the company to expand its operations and increase its market presence. Furthermore, Wrigley’s leading position and strong brand portfolio enabled Mars to become one of the world’s leading chewing gum manufacturers. Ferrero, however, has been mainly focusing on extending their main product line – Chocolate and did not diversify their products in the same way as Mars did. Hence, based on these observations, one can deduce that Mars isShow MoreRelatedPorter’s Five Forces Model9308 Words   |  38 Pagesindicate which is the appropriate strategy in our case. In addition a wide range of tables, graphs and charts are included in order to support our thesis and indicate the existing data in relation to chocolate industry. History âž ¢ The first piece of information concerning the civilization of chocolate trees mentions that it begun during Magias’ civilization around 600 A.D. âž ¢ Atzekoi used the fruits of cacao, after the firstly rubbed them and transformed them into powder for the preparationRead MoreMunchee9057 Words   |  37 PagesTo : CEO From : Suject: Munchee IMC plan for South East Asia Date Brief background on CBL (Munchee) It was the visionary Mr Mineka Wickramasingha in 1960 who wanted to expand his family business from the chocolate market. It was at the same time that CARE looked at sources of nourishment for the poverty stricken. It was a substitute of a biscuit that Mr Wickramasinghe proposed looking to expand on those lines. At that time the market leaders were Maliban. They were the ones who wereRead MoreChocolate Industry8116 Words   |  33 PagesContents Titles 1. Introduction 2. Objective 3. Research Methodology 4. Chocolate Industry 5. Chocolate in a Bloom 6. Chocolate Industry in India 7. Major Players 8. Amul 9. Nestle 10. Cadbury 11. SWOT analysis of Cadbury 12. Market Segmentation 13. Psychographics and Demographics 14. Product Positioning 15. Product Market Boundary 16. Price Sensitivity 17. Consumer Buying Behaviour 14. Industry Structure and Dynamics 15. The Rural Conundrum 16. Key Success Factors 17. Product