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Scenarios for the future of the German confectionary market by 2030 - strategic implications for Ferrero Germany: sugar shock narrative and strategy
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This work project explores the future of the German confectionery market employing the
‘Intuitive Logics School’ of scenario planning. The report focuses on extensive expert and client
involvement, particularly collaborating with Ferrero Deutschland GmbH. The primary
objective is to navigate high uncertainty, understand plausible events' impacts on industry,
retail, and consumers, and dynamically respond to an unknown future. The development of four
plausible scenarios centered on the key uncertainties ‘Stability of Supply Chain’ and ‘Health
Regulations’, contributes to fostering a heightened awareness. This individual part highlights
with “Sugar Shock” a scenario that is determined by supply chain disruptions and strict health
regulations. General and scenario-specific strategic implications, offering action plans for the
four distinctive futures for Ferrero Deutschland GmbH are provided.
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Confectionary Scenario planning Strategic foresight Management Strategy