The main reason for the global integration is based on the pressure to reduce costs. This pressure results form high marketing and image costs. To sum it up it can be said that the positioning of the industry depends on the type of segment it is looked at. Haribo’s international strategy can be clearly classified as being a global strategy...
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This is because they have high technology and R&D costs. On every international confectionary trade fair the company presents 15 product innovations. Furthermore they invest 5% of their sale improving the production technology. This of course means high technology and R&D expanses. Moreover Haribo is acting in a high competitive market...
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