Mentos competitor analysis

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Mentos competitor analysis

They are my customers. I need to know what kind of sweets they like, what they think, what language they speak. KG, a family firm based in Bonn, Germany, is the market leader for fruit gum and licorice products in Europe with a market share of about 60 percent in Germany.

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The company's main product is the fruit gum "Gold Bears. Sales outside Germany account for about 55 percent of the company's total revenues. The firm is owned by the two managing directors Hans and Paul Riegel.

After World War I, the candy company Heinen in Kessenich, located in a Bonn suburb, was looking for a qualified hard candy maker.

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He set up shop in a courtyard kitchen in Kessenich's Bergstrasse where Riegel established the company's first production facility. With start up "capital" that included a sack of sugar, a marble slab, a stove and a copper pot, Riegel started making hard candies. InRiegel got married and his Mentos competitor analysis Gertrud became HARIBO's first employee, distributing the candy on her bike to their first customers around town.

So popular that the couple had to buy a car in the following year to deliver them Mentos competitor analysis HARIBO's rapidly growing customer base. The company invested in a brand new production plant which was built between and In the early s, the company founder hired a traveling advertising copy writer to create a memorable slogan.

Based on business contacts between Riegel and the Hansen brothers, the owners of the Danish candy manufacturer Sukkervarenfabrikker Danmark, in the late s, HARIBO's first joint venture abroad was set up in Denmark in ByHARIBO had grown into a middle sized firm, employing about people producing about ten tons of candy a day.

However, that year World War II broke out. Since candy products were not essential for the German war economy, it became more and more difficult for the company to get the raw materials needed.

Mentos competitor analysis

The number of employees dropped to about in and less than 20 workers remained on the company's payroll by the end of the war.

On March 31,just a few days before the war ended, company founder Hans Riegel died at age 52, and his wife managed the company in the first months after the war had ended. The company started out again with 30 employees and the main challenge of the time was to find sugar, raw licorice, gum arabic, and aromas--the main ingredients for HARIBO's products.

Hans Riegel, at the time 23 years old, would have preferred to study medicine. However, he had promised his father to carry on the family business.

He had a great instinct for business opportunities and took over responsibility for HARIBO's product development and marketing.

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His brother Paul, three years his junior and a skilled engineer, took over the production and engineering part of the business. Paul's technical expertise was in demand when the two brothers evaluated Hans Riegel's ideas for new products and he developed many of the machines used to make them.

The "Wheels" were made by hand until Paul invented a machine that curled them automatically. Besides keeping production up and running and technological standards up to date, Paul Riegel was especially concerned with high quality standards.

To keep his staff aware of the this aim, walls in production facilities were plastered with posters containing the slogan "Quality Above All. Only five years after the war had ended the company employed about 1, people. Beginning in the late s, the company started expanding nationally as well as internationally.

One year later the company bought shares in German sweets manufacturer Dr. Hillers AG based in Solingen.

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Their name was changed to "Teddy Bears" and their shape became more compact and round. Sung to a simple melody much like a nursery rhyme, the company's slogan was very easily recognizable and soon became immensely popular.

The company's flagship product were the popular Lebkuchenherzen--large, heart-shaped spice cookies. Hillers AG and expanded the existing production facilities in Solingen, which were equipped with state-of-the-art machines for making fruit gums, licorice, and chewing gum.

KG in Neuss, a company with a long tradition. Production started in and the new product became very popular in Germany in the s.

The chewy sweet novelty that was not a chewing gum came in fruity flavors such as lemon, pineapple, orange or raspberry and ideally complemented HARIBO's product range. The company's main focus during the s and s, though, was its massive expansion into Western Europe.

One year later the company started doing the same in Austria. In that year the company acquired the French firm Stella based in Wattrelos near Lille. The company's history reached back to when entrepreneur Oswald Stengel established a factory for candy, chocolate, and Lebkuchen spice cookies in the south-eastern German town Wilkau-Hasslau, near Chemnitz.Starbucks Coffee’s marketing mix (4Ps) indicates the importance of this marketing tool as a way of ensuring that the firm promotes the right products at the right prices and places.

Making a competitor analysis of Škoda.

Mentos competitor analysis

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• Involved in the development of the company’s long-term planning that identifies new business opportunities, markets, and partners.

• Monitor and analyze business performance vis-à-vis business goals and competition. SWOT analysis is a technique much used in many general management as well as marketing scenarios. SWOT consists of examining the current activities of the organization- its Strengths and Weakness- and then using this and external research data to set out the Opportunities and Threats that exist.

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