SUMMARYINTRODUCTION3I. PRODUCT DESCRIPTION4II. STRATEGIC MANAGEMENT OF GLOBAL SUP-PLY CHAIN7III. TACTICAL MANAGEMENT11IV. OPERATIONAL MANAGEMENT14CONCLUSION :142
INTRODUCTIONTheconsommationof sweets is a pleasure shared between young and old. The purchaseof these is generally linked to special occasions such as festive purchases (e. g.Christmas, birthday), surprise purchases (e. g. at the cinema) or impulse purchases ordiscovery purchases (testing new products). If today,candiescontinue to thrive in themarket, it is thanks to the sharing of values that it generates. Indeed, they convey valuesof pleasure, sharing, conviviality, gentleness, or reward: these are essential feelings forevery human being. Today, the confectionery market remains dynamic, but consumerexpectations are changing, and sugar is becoming a major disadvantage in the sale ofcandy. This is why companies are trying to innovate, in order to satisfy demand and stay intune with the times. The most consuming countries are in Europe, with Sweden(7.7kg/inhabitant/year) in the foreground, Denmark (6.2kg/inhabitant/year) and Germany(5.6kg/inhabitant/year). A highly standardized product, candy can be found everywhere, inmany retail establishments (food or non-food supermarkets, bakeries, specialized stores,tobacco shops, restaurants, bars, etc.), including Haribo brand candies.Positioned in the confectionery sector, Haribo is a company specialized in the productionof candies. It was created in 1920 in Germany. The name "Haribo" was not chosen atrandom: it mixes the name, first name of its creator with the city where the brand wascreated.Hans Riegel (creator's name) + Bonn (city name) =HA.RI.BO.3With more than 6000 employees in more than 100 different countries, the company hasestablished itself as a leader in the candy market. Indeed, this company, which firstdeveloped in Europe, is now the leader on this continent, but is also well placed in theworld ranking of confectionery factories (4th place.(With a worldwide production of around 500,000 tonnes of candy per year, the companyachieves a turnover of around€2 billion per year.Despite its global reach, the company has remained a subsidiary company because it hasnever financed its growth with external aid.If the company is now so developed, it is on the one hand thanks to the softness, textureand taste of its candies but also thanks to specific strategic choices, not neglected, whichhave enabled it to win over consumers on the logistics side, and not only on the taste side.3
I. PRODUCT DESCRIPTIONThere are a large number ofcandies. From taste to texture and design.AtHaribo, there are four main families of candy:Jelly candies, whichare at the top of themarket, are the mostconsumed products aheadof cooked sugars orchewing pastes. Theycome in all shapes andcolours, which makesthem all the morepopular. Among the mostfamous are the GoldenBear, Hari Croco andHappy Cola.