Abstract
Hartmann A/S is a European leader in moulded-fibre packaging. They have 40 market share in Europe and 10 in North America. There are 5 factories in Europe, 1 in Israel and 1 in Canada. Hartmann offers only environmentally friendly packaging, 100% recycled and completely recyclable. Recently, the company has changed their strategy concept. They want to achieve competitive edge and drive growth by 2015. The program is split in two parts. At the moment, the company is in the first step – trying to become one company.
As a result Hartmann wants to be perceived as a clear global leader in moulded-fibre egg-packaging. In order to assess if Hartmann is capable of achieving their new strategy, it is firstly needed to analyse their business model, using relevant theory. It is also crucial to pay attention to relations that the company has with their customers and partners. Potential reccommendations will be also stated.
