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1)AAGAM JAIN
2)AHMED FURNITUREWALA
3)ADITYA RAVI
4)ALI KAMANI
5)ADITYA GOLANI
6)HARSH MALKANI

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Ferrero is an Italian manufacturer of chocolate and other confectionery products, founded in 1946 in Alba (Piedmont); it is a multinational private company owned by the eponymous family since its birth.

With a 7,8 billion revenue (close to the 8,3bln of Nestlé's confectionery department) and 22400 employees, it is one of the biggest players in the industry.

Reputation Institute's survey in 2009 ranked Ferrero as the most reputable company in the world.

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The productive internationalisation strategy emerging from the multiple growth actions taken is characterised – from a strategic perspective - by differentiation and complementarity of FDI goals.

The market entry in Centre-East Europe is double-sided:
1. establishment of a production plant in Poland for specific products

(mid '90s) → greenfield investment

2. constitution of a network of commercial offices, run by managers from within the company but completely autonomous, in order to directly oversee the national markets

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Part of a broader plan of international rationalization of production

Cover the expansion of local demand, also due to welfare increase in the years after the USSR fall

Preservation of the quality and freshness standards of the products, as well as reduction of logistics costs (local production is cheaper than supplying from a distance). However, there is no qualitative nor quantitative adjustment of the goods in the various markets.

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The productive structure is highly integrated: most of the value chain activities are directly performed by the firm itself, from the selection of the raw materials to the final packaging.

The only partnerships of external supply are those related to the provision of raw and packaging materials.

This is also confirmed by the kind of FDIs undertaken, which take the form of horizontal FDI (expansion of a similar business) rather than a vertical one (outsourcing).

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Internationalisation History  1942 = first workshop opened in Alba (Piedmont, Italy)1956 = first foreign plant in Europe: Stadtallendorf (Germany) 1960 = birth of the French and Belgian subsidiaries1969 = expansion in the US market with an office in NY1973 = the Ferrero International holding is created1974 = expansion in Australia and New Zealand1994 = the official distributor in China is chosen2007 = constitution of the Ferrero Trading (Shanghai) Co. Ltd

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Internationalisation History  1942 = first workshop opened in Alba (Piedmont, Italy)1956 = first foreign plant in Europe: Stadtallendorf (Germany) 1960 = birth of the French and Belgian subsidiaries1969 = expansion in the US market with an office in NY1973 = the Ferrero International holding is created1974 = expansion in Australia and New Zealand1994 = the official distributor in China is chosen2007 = constitution of the Ferrero Trading (Shanghai) Co. Ltd

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Innovation: all the subsidiaries are implementers or even blank rows (Soremartec acts as the strategic leader) Production: since production is centralized and supplies several countries, the subsidiaries where production plants are located are all contributors or strategic leaders, while the others are implementers (logistics excluded, which is autonomous for every branch)

Sales: some of them are strategic leaders, other contributors (depending on the strategic importance of each market)
Administrative functions: centralised; internal competences are low (e.g. Ferrero self-finances) → implementers

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Random Survey

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heir sustainable competitive advantage is that they are one of five most secretive companies in the world. Their way of making their product is hardly known to anyone. Ferrero has a team of engineers  that design and build their own machines for producing chocolate.