FiT, not Fat: Ferrero International

The case begins with a description of the company, Ferrero International, origins and evolution, structure, products and business model. From there, the marked social character of the company is emphasized since its inception, and how this concept has been derived and extended to broader issues to build a true 360º sustainability policy, and within it, its strategy towards consumers and health. The growing attacks against their products in relation to health – taxes, sales restrictions, limits on advertising, etc. – lead them to deploy a whole series of initiatives in different areas, but far from reducing the pressure, the immediate future augurs more regulatory pressure. The company is entering a new phase, it has made an acquisition for the first time and is expanding into new markets, and it is wondering what its strategy should be in the face of this environment that directly attacks the foundation of its business: continue to adapt, accept pressure , to face the attacks alone or in a collective action…