The aim of this paper is to analyze the different strategy management approaches of the company Josef Manner & Comp AG – from now on shortly referred to as the Manner AG. Therefore, we are going to look at the Austrian family business as a whole, as well as the five best-known and well-liked confectionary brands it unifies: Manner, Casali, Napoli, Ildefonso and Victor Schmidt.
In order to gain an understanding of the company, the history of and key facts for Manner AG are described in chapter 2. After that, we analyze the business strategy in chapter 3 to become aware of its specific business objectives: First of all, it is necessary to describe the umbrella branding strategy for the public company (chapter 3.1.). Then we look at the generic competitive strategies (chapter 3.2.) and Strategy Clock (chapter 3.3.) for the five different brands and Manner AG as a whole. In chapter 3.3. we are trying to describe the Business Model Canvas for Manner AG. Afterwards, we are doing the same for the main competitors in the Austrian confectionery market: Milka (chapter 3.4.), Lindt & Sprüngli (chapter 3.5.) and Zotter (chapter 3.6.). In chapter 4 we look at the culture of Manner AG in combination with the Austrian culture. Chapter 5 is about the innovation strategies of the confectionary company so far, as well as what could be done in the future. As a significant part of the business strategy, chapter 6 is about business growth. Therefore, we look at Manner AG’s growth strategy (chapter 6.1.), expansion (chapter 6.2.), modernization (chapter 6.3.) and external growth (chapter 6.4.). After that, we give recommendations for future growth in chapter 6.5. At the end of the paper in chapter 7 we summarize the main points of our findings.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- History and key facts of Manner AG
- Business strategy.
- Umbrella branding
- The generic competitive strategies
- The Strategy Clock
- Business Model Canvas for Manner AG
- Business Model Canvas for Milka
- Business Model Canvas for Lindt & Sprüngli
- Business Model Canvas for Zotter
- Culture
- Innovation
- Business growth
- Manner AG's growth strategy
- Expansion
- Modernization
- External growth
- Recommendations for future growth
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this paper is to analyze the strategic management approaches of Josef Manner & Comp AG, from now on referred to as Manner AG. The paper focuses on the Austrian family business and its five best-known confectionery brands: Manner, Casali, Napoli, Ildefonso, and Victor Schmidt.
- The history and key facts of Manner AG
- The business strategy of Manner AG, including umbrella branding, generic competitive strategies, and the Strategy Clock
- The business model canvas of Manner AG and its main competitors
- The culture of Manner AG in relation to Austrian culture
- Innovation strategies and potential future developments for Manner AG
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the paper's aim and scope, outlining the focus on Manner AG and its five confectionary brands.
- History and key facts of Manner AG: This chapter delves into the historical background and key facts about Manner AG, tracing its journey from the invention of Manner wafers in 1898 to its current position as a global confectionery leader. It highlights the company's commitment to quality, its use of sustainable cocoa, and its brand expansion strategies.
- Business strategy: This chapter analyzes the various business strategy approaches employed by Manner AG. It examines umbrella branding, generic competitive strategies, and the Strategy Clock applied to the five brands, providing insights into Manner AG's overall business objectives and strategies.
- Culture: This chapter explores the cultural context of Manner AG, considering its Austrian heritage and the cultural values that influence its brand identity and product development.
- Innovation: This chapter examines Manner AG's innovation strategies, highlighting its past innovations and exploring potential future directions for product development and market expansion.
- Business growth: This chapter focuses on Manner AG's growth strategies, analyzing its expansion, modernization, and external growth initiatives. It also discusses the company's recommendations for future growth.
Schlüsselwörter (Keywords)
The main keywords and focus topics of this paper include strategic management, umbrella branding, competitive strategies, business model canvas, Austrian culture, innovation, business growth, confectionery, and sustainable cocoa.
- Arbeit zitieren
- Katharina Feigl (Autor:in), Maria Pulay (Autor:in), Marlene Reumann (Autor:in), Martina Zuber (Autor:in), 2019, Analysis of the strategic management of Manner AG, München, GRIN Verlag, https://www.grin.com/document/925398
