Abstract
Hartmann develops, produces and sells recyclable moulded-fibre packaging mainly for eggs. The group also offers industrial packaging and technology and machinery or the manufacturing of moulded-fibre packaging. Egg packing makes out 92 per cent of the total product distribution and we will therefore focus on this area and exclude industrial packing and other activities. Regarding the new strategy we scoped it to focus on centralization and cost reduction.
Hartmann uses sustainable and environmental friendly materials for their products as a part of their business model strategy. They have a small market share in North America while they are the market leaders on the European market. Hartmann have their own production factories, 5 of them are located in Europe, one in Canada and one in Israel. The demand for global eggs has increased, while it is more stable in Europe. The increasing prices on raw materials and energy is something Hartmann is sensitive to and they therefore try to engage in fixed-price contracts, which is not an option in all countries.
