Problem Statement

Ferrero is developing its activities in a mature and highly competitive market; despite the good results obtained in $2015,$ for example, increasing the turnover ratio by $13,4\%$ and the continued plan of horizontal and vertical integration to ensure supply and delivery channels, they are taking the big challenge of duplicate its revenue in $2026.$

To develop the strategies to achieve that huge objective, the company should realize the problems surrounding its activity. The company faces two main problems: the market and the supply. Regarding the market, Ferrero wants to grow, but the spaces in the market are reduced; it$$s a mature market where the projection of global consumption doesn$$t have a high rate of increase. Hence, the problem is how we will increase our revenue in a mature market. Developing new markets with new trends or taking market share from our competitors?

The supply problem has a wide spectrum of variables. On one side, the raw materials are suffering fluctuations in their prices due to stock out for the impact of climate change. In addition, according to the nature of raw materials suppliers, ensure the quality and availability of products is clear. So$,$ the concept behind this is how we will ensure our supply chain in a sustainable way.

These two perspectives of the whole problem are connected. Currently, the companies that have a sustainable supply chain are in a better position to ensure the results and bring to their customers a highly value proposal.

Conduct a fishbone analysis