Abstract
When we target the European audience, particularly the French one can commonly relate to them through a Haribo. Well the questions that now boil down is about knowing and tasting a Haribo sweet. A hypothesis is drawn with respect to the French in particular who are well versed with the taste of at least one Haribo sweet. It could be the 'fraise Tagada' or the 'dragibus' and so on. The famous colorful gum and jelly sweets of Haribo have a unique taste and texture and are made in funny designs just to attract children.
In 2002, the confectionery industry produced 212 000 tones of sweets which amounted to an increase of 18% over the last ten years. While the supply increased, demand was also on the rise as the consumption approached 223 000 tones which amounted to an increase of 21% during the same period.
Haribo, a familial company, has been successful in conquering the confectionery and candy market. Inspite of owning several world famous products, innovation is the strategy of Haribo. It is through this innovative strategy that Haribo has been successful in maintaining its competitive edge. It is an observable factor that competition is on the rise and is also very harsh in the candy industry. Keeping this thought in mind, Haribo has witnessed it struggle in this industry and especially the fact of coping with new entrants such as Lutty, Chupa Chups or Ferrero…
Haribo as a company started on a niche segment and has developed itself since then. However, this niche segment has been transcribed into growth and has reached its stage as a profitable segment. Thus, the company Haribo has had to face the threat of new entrants.
A thought to contemplate on is how Haribo succeeded in retaining its position as a leader in the competitive candy market especially with emerging and highly vibrant new players.
In the following study, we will try to answer this question. To begin with, we will deal with the history of the Company (Haribo ). Thereafter, we will study the present and external analysis of the company prior to drawing up and inferring the internal analysis of the company.
In this study, we will focus on the French market (as our target audience) as it is they who represent the second largest market of Haribo.
