...a famous chocolate confectionery in the US market, and take up almost 2% market share of the total (Barton 2014). This market audit will be split into three section, and separately analyze the business environment, marketing mix and STP (Segmentation, targeting and positioning). Finally, a conclusion will be drawn in the end of this assignment. Business environment analysis: In this part, it will analysis the business environment by using PEST model, Competitor analysis and consumer behavior theory. PEST Analysis - Political: In general, the political factors includes laws, regulations and taxation that may influence the decision of the company. As the industry of chocolate confectionery is a common goods for the consumers in the USA, so it is less possibility for Nestlé Crunch to be influenced by the political environment. Also, the most important things that Crunch should considered is the regulation about its food safety, which was regulated by U.S Food and Drug Administration (FDA). And Crunch should conform to the requirements of the safety law, such as origin, manufacture and designs. PEST Analysis - Economic: Economic factors have great effect on the operating of company, both on its supply and demand side. Nestlé should consider the unemployment, inflation and economic growth rates, etc. As the table 1 shows, as result of global financial crisis in 2008, the U.S economy fell into a transitory recession, with the help of stimulus package by government, economy gradually...
Words: 2572 - Pages: 11
...The Hershey Company An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand their integrated marketing communications plan into social media channels and produce innovative new products for the health-conscious consumers. Rebecca Simmons MBA FP-6012 Assessment 5 | The Hershey Company An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand...
Words: 3312 - Pages: 14
....................................................... 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...
Words: 7069 - Pages: 29
...is planning to enter the French market with its Dairy Milk product with either of these two methods – 1. As a subsidiary product Cadbury already has production facilities in France in the form of its subsidiary, Chocolate Poulain. The company can use this subsidiary to produce Dairy Milk as well. However, Chocolate Poulain is already producing at near full capacity and changes in production due to Dairy Milk’s introduction will not only affect the sales of Chocolate Poulain, but the whole machines need to be recalibrated. 2. By exporting the product Exporting Dairy Milk to France is also an option since the French market is very close to UK and Cadbury already exports Cadbury Fingers to France. However, the French chocolate industry is dominated by multinational foreign owned groups such as Nestle Rowntree, Lindt and Sprungli, Kraft and General foods, and Mars Alimentraire SA, which all are subsidiaries of foreign groups. Simply exporting Dairy Milk may be insufficient to tackle competition from these leading enterprises....
Words: 1061 - Pages: 5
...Edouard Beaude Shanghaï, November 2015 Global Strategy: Arcor global strategy, Local turbulence Executive Summary: The following analysis will focus on studying the international development of Arcor, an Argentinian company producing chocolate and candies. The confectionary industry is a competitive industry with some major actors sharing the market on very specific market segment . Arcor’s has adopted a low-cost leadership strategy providing “Good quality at an affordable price”. Their main strengths are their complete vertical integration (See exhibit 2), their efficient distribution channels and their production capacities. Arcor is growing at a strong pace and is expanding fast. However, the questions of which market and which distribution channels has quickly arisen. In order to provide more insights about the best market to penetrate, the historical strategy will be studied along with their competitive advantage. The consumers’ habits will be reviewed and the geographical specificities will be identified to highlight the key factors that will drive the expansion. Issues / Problems: The international expansion of Arcor has highlighted some weaknesses of his model. The first and major problem is the transportation costs that are very high ending up being higher than the local standards. A second issue comes from the absence of marketing which create a strong barrier when they want to penetrate market where the customers value the brand. A third issue is...
Words: 2466 - Pages: 10
...Introduction The purpose of this group report is to evaluate Nestle Company industry how the company develop strategy for their business organization following the analysis of external and internal business environments. And also analyze the strategic management process as firm used to achieve their goal. The most important thing for most of business company is an understanding their successful performance among the other competitors in market place. For some parties, like shareholders, it is essential for company to make a profit and gain above average return. In the report we will identify the marketplace opportunities and threats of Nestle Company and decide how to use their resources and capabilities to pursue opportunities and overcome threats. In order to strengthen this report about the Nestle Company, there are several method to analysis the data that has been conducted, which is included such as PEST analysis, Porter’s 5 Forces model and SWOT analysis. By the end of this assignment, future strategy will be mentioned as well as our recommendations about Nestle Company that will fit into strategy orientation in order to perform well. And also to develop and implement its learning approach as the chosen large company by using different strategy. Corporate Profile and Summary: Nestle (Malaysia) Berhad Nestle (Malaysia) was established by Nestle Group (Nestle) began in Malaysia in 1912 as the Anglo-Swiss Condensed Milk Company in Penang and later, growth and expansion...
Words: 2826 - Pages: 12
...------------------------------------------------- Student Registration Number: | 120212798 | | | Word Count: | 2442 | Table of Content Introduction………………………………………………………………………...1 Discussion Business environment PEST………………………………………………………………………………...1-2 Competitor analysis……………………………………………………………………2 Consumer analysis…………………………………………………………………..2-3 Market mix Product…………………………………………………………………………...….3-4 Price…………………………………………………………………………………....4 Promotion……………………………………………………………………………4-5 Place…………………………………………………………………………………...5 STP analysis Segmentation……………………………………………………………………..……6 Targeting…………………………………………………………………………….6-7 Positioning…………………………………………………………………..………7-8 SWOT……………………………………………………………………….......…8-9 Final reference………………………………………………………..………10-14 Introduction Nestlé S. A. was the world’s largest food and beverage company. Nestlé’s boss proposed a request to its new manger of Nestlé Crunch to increase 20 percent dollar in brand profitability with limited budget (Barton, 2012-2014). Therefore, this report will make a market audit for Nestlé Crunch to carry out the SWOT of Nestlé Crunch based on the analysis of the business environment, market mix and STP. Discussion Business environment PEST In politic aspect, Nestlé Crunch would influence by taxation policies as chocolate might to be taxed to prevent health problem (BBC News, 2009). In economic aspect, although it was pleasure to see that the worst financial crisis had over...
Words: 3509 - Pages: 15
...Melbourne Institute of Technology Product Innovation Case Study: WM WRIGLEY-- INNOVATION IN CHINA’S CONFECTIONERY MARKET Name and Student ID: Chi-Hao Tu S3296463 Liang Yen-Hsiang S3306170 Sophal PEN S3394842 The role of product innovation for Wrigley in China Wrigley, the world’s largest confectionary company, operates in around 40 countries, and also distributes in more than 180 countries. In Asia market, it produces wide range of confectionery products such as chewing gum, hard and chewing candy, and lollipops. If we look at market segmentation in China, there are around 28%, 24.4%, and 61.1% of high- class, middle- class, and low- class respectively. Wrigley’s penetrates Chinese local market by segmenting its market carefully. As the picture shown below, Wrigley runs 39% of whole gum market share in 2006. Due to rising Chinese middle class in recent years, Wrigley planned to launch a new set of confectionary products, both gum and non-gum products, to meet emerging new market. Having seen this development, Product innovation plays a critical role to maintain its leading market position in the industry. Resources: Chicago business.com, (http://www.chicagobusiness.com/article/20080331/NEWS07/200028762/wrigleys-newest-taste-wolfberry) To sustain consumer’s choice of its products, Wrigley continues to innovate new products not only to maintain its already-segmented market but also to attract new emerging Chinese market. For example...
Words: 2479 - Pages: 10
...help in our practical life and professional career. Contents EXECUTIVE SUMMARY.........................................................................1 INTRODUCTION OF NESTLE................................................................2 NESTLE VISION......................................................................................3 NESTLE MISSION...................................................................................4 NESTLE GOALS AND OBJECTIVES....................................................4 ORGANIZATIONAL STRUCTURE .......................................................5 NESTLE CURRENT STRATEGIES .......................................................6 SWOT ANALYSIS...................................................................................7 PEST ANALYSIS....................................................................................8 PORTFOLIO............................................................................................9 PORTER FIVE...
Words: 5154 - Pages: 21
...international market. They selling the product included the grocery of all kinds' fresh food (fruits and vegetables) and non-food fast move consumer good (FMCG) product and etc. The foodworld are provide the consumer to get their daily needed product in the under one roof, this is because the foodworld are provide the widest range of the product to the customers choose. Provide the high nutritional value product, extensive range of international product in India. Provide service counters like seafood, fresh meat, bakery, sweet, candy and imported cheeses, and also extensive Grocery range and the household most needed. Fresh food (vegetable and fruit), provide wide range of drink, snack, bakery, confectionary and impulse products. 2.0 Financial analysis In this segmentation is to analysis the financial performance in the foodworld. • Liquidity ratio o Liquidity ratio showing the FoodWorld in slightly increment in this few years.(appendix 1.1) o This will help the FoodWorld can more easily to get the financial support from institute finance. Example FoodWorld can get a loan more easily. o The strong liquidity ratio will attract more investor come to Foodworld to...
Words: 1339 - Pages: 6
...Unit 07 Business Strategy Task 1 Define the context of the Business Strategy of the organisation and explain the significance of the chosen company’s stakeholder analysis. Assessment Criteria 1.1 Define the context of business strategy of Nestle Company LTD. The context of the business strategy of nestle is the low cost leadership differentiation. They have wider range of products including various brands. Nestle are most popular for their chocolate products like Nestle Kit Kat. Nestle Company is located worldwide they generate profit from 195 countries with a combination of 281,000 employees working. Nestlé’s income 110 Billion CHF turnover 116 billion CHF EBIT in 2010. They are also one of the oldest multinational businesses founded on 1866. They have 8,500 brands in total including Nescafe, Haagen-Dazs. Nestlé’s objectives. Nestlé’s strategic plan is that they are aiming to be the world leader in Nutrition, Health and Wellness, trusted by all of their stakeholders, and the upcoming future to improve the financial performance of their industry. Nestlé’s Web Quote ‘We believe that leadership is not just about size it is also about behaviour and we recognise that trust is earned only over a long period of time by consistently delivering on our promises’. Nestlé’s Competitive Advantages List of advantages 1. Unmatched product and brand use quality 2. Unmatched R&D capability 3. Unmatched geographic presence 4. People, culture...
Words: 2309 - Pages: 10
...------------------------------------------------- AnaLysis of demand and supply of cocoa Managerial Economics Study Project September 25, 2015 September 25, 2015 Arjun K (PGP15069) Arun Shashi (PGP1570) Aditya Narvekar (PGP15093) Saravana Raja Kumar T (PGP15107) Sumit Chaurasia (PGP15115) Arjun K (PGP15069) Arun Shashi (PGP1570) Aditya Narvekar (PGP15093) Saravana Raja Kumar T (PGP15107) Sumit Chaurasia (PGP15115) Contents Introduction: 1 About Cocoa and the Cocoa Products industry: 1 Cocoa Prices Jump 30 Percent in 18 Months 1 Forecast of Chocolates: 2 Demand for Cocoa in the world: 2 Pricing in chocolates 5 Demand and Supply function 6 SUPPLY 10 Introduction: When I was a kid, I enjoyed the dairy milk chocolate for 5 rs. It was perfect and heart-warming. Now after 15 years dairy milk offers a product which is almost half in quantity of the product back then. This generated a curiosity in us and we started to find answers based on the microeconomic perspective. We zeroed on this and found that the most crucial factor in the production of chocolate is cocoa. In this report we have analysed the demand and supply of cocoa and how it affects the price of chocolate. Our research findings and data are collected from various national and international reports. About Cocoa and the Cocoa Products industry: Cocoa is a critical cash crop that is produced in a few specific regions of the world. Specific climatic conditions...
Words: 2481 - Pages: 10
...Ice Fili – Case Analysis Introduction Ice Fili, is historically one of Russia’s best ice cream producers, led by Chief Executive Officer Anatoliy Shamnov. After surviving being controlled by the Soviet Regime, warding off local competitors, and continuing success through the collapse of the Russian market in 1998. They have not been able to sustain steady growth of market share, and are facing increased competition from fierce rivals Nestlé. Following the time of the market collapse, they had peaked at 10.37% in 1997, and have lost more than 50% of its shares in 2002, with a recorded low of 4.3%. The industry is a very saturated one, and with increased competition from rival Nestlé, Ice Fili will need to analyze the external and internal environments, and improve their business strategy to help increase market share. Environment – PEST Political Segment The political trend that may have major implications on the strategy for Ice Fili, starts with the Association of Russian ice Cream lobbying to redefine GOST. This would set a minimum state standard for ice cream, allowing Ice Fili an opportunity to increase their market lead, because of their domestic ice cream. This would most likely have Nestlé change their operations and use fewer preservatives. Another political trend that would have implications is the change in Russian economy, to a free market enterprise, with no money implications for international companies to sell in Russia, this would hinder market share...
Words: 1928 - Pages: 8
...Cadbury India Marketing Strategies & Analysis Table of Contents 1. About Cadbury India 2. Mission and Vision statements of Cadbury 3. Marketing Strategy * Segmentation, Targeting and Positioning * Marketing Mix 4. Growth strategy and market expansion 5. Communication Strategy 6. Marketing Channels 7. Competitor’s Analysis 8. Marketing Environment Analysis 9. SWOT Analysis 10. References About Cadbury India Cadbury India Ltd. is a part of the Mondelez International group of companies and is in the business of creating a delicious world - producing delectable chocolate confectionaries, gum and candy products, and popular beverages and foods that include many of India's most popular and trusted food brands. Over the years they have won customers' hearts and achieved a 70 percent market share in the chocolates category in India. Their flagship brand Cadbury Dairy Milk (CDM) is considered the "Gold Standard" for chocolates - the pure taste of CDM defines the chocolate taste for the Indian consumer. Ranked fourth among India's most admired companies by Fortune India, in 2012, Cadbury India is a part of Mondelez International (NASDAQ: MDLZ), the global snacking and food company and a spin-off from Kraft Foods Inc. Mondelez International is the world's largest chocolatier, biscuit baker and candy maker, and the second-largest maker of gum. Cadbury India has been in India for over...
Words: 2295 - Pages: 10
...1.0 Competition in premium chocolate industry The competition in the premium chocolate industry can be explained by applying the Porters 5 forces model. This model, named after Michael Porter (1979), can be looked upon as a framework to analyze and structure an industry. It is a theoretical tool to elaborate the potential threats but also the chances of a particular industry. Porter mentions five forces that have an impact on an industry; suppliers, buyers, potential entrant, substitutes and the rivalry among existing firms. (Production of Analysis, viewed 11th June, 2010) The Porters 5 forces model for Chocolates premium industry Bargaining power of suppliers In production of premium chocolate the primary raw material is cocoa bean, secondary sugar, and milk. Concerning sugar and milk, there are numerous suppliers of these materials available around the world; there is no concentration, neither a necessary differentiation. Manufacturers can use financial techniques such as hedging in order to reduce the impact of price rises on their own margins. In addition to the fact that according to CAOBISCO, there are 4.5 million of cocoa farms around the world, to whom the chocolate manufactures are an extremely important customer, the bargaining power of the chocolate premium industry suppliers is generally low (CAOBISCO, 2009). ). However since the fine grade cocoa production represents a small part of the world’s supply, the bargaining...
Words: 3657 - Pages: 15
