Chapter 1
Chapter 1
It was started as a small shop in Italy and went on to become the world's largest Pasta producer by nineteen nineties. The case of Barilla Spa involves challenges linked to the changing order patterns of distributors. The company had trouble in predicting demand for its products. The fluctuations in demand lead to inventory management issues and problems in manufacturing. Barilla Spa holds a share of thirty-five percent in Italy and twenty-two percent in Europe.
Product category: seventy-five percent Dry, twenty-five percent Fresh.
Distribution
Distribution
Sales and Marketing
There was a very high brand positioning and spend heavily on advertising. Company does trade promotions were done to push the product into distribution network. Sales representatives were used at various stages and discounts were given.