Abstract
1.Interpretation of the question
From the question set, the management of Hartmann wants to evaluate the company´s ability to implement the new strategy “competitive edge-driving growth” launched in 2011. This should be attained through relevant theories and models with focus on Hartmann´s customer relationship.
2.Introduction of the company
Hartmann was founded almost 100 years ago and developed to a company for producing egg packages. They deal in the B2B European and North American market. Being part of the eco-friendly egg-packaging industry places them in a monopolistic competition with several major and many small players.
3.Scope
In this project we will focus primarily on Europe, since Hartmann is a market leader there and most of the production and sales take place on that market. However, for further implementation of the strategy the company has to differentiate the approach to the other markets. We will concentrate on the main activity of the company -Egg packaging and Egg Marketing and leave behind the others as they do not affect significantly our research.
