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Anthon Berg

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Submitted By anbu13ad
Words 7069
Pages 29
Table of Contents
Introduction.......................................................................................................................................... 1 Internal analysis ................................................................................................................................... 1 External analysis .................................................................................................................................. 2 Competitor analysis ............................................................................................................................. 3 Consumer analysis ............................................................................................................................... 4 Conclusion ........................................................................................................................................... 5 Perspective ........................................................................................................................................... 5 Bibliography ..................................................................................................................................................... 6

Introduction
Motivation:
Anthon Berg (henceforward referred to as AB) is Toms Gruppen A/S’ (henceforward referred to as Toms) primary export product and is seen in various tax-free shops in different airports, which is why AB already is an international well-known brand. Sales of chocolate confectionary in the UK market are expected to increase by 13% over the 2012-2017 forecast period. In this relation it would be relevant to investigate the attractiveness of the UK market for Toms when or if exporting AB.

Problem statement:
How attractive is the UK confectionary chocolate market for Toms when or if exporting Anthon Berg? 1. What are

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