03.09.2019
 Essay upon Thorntons

Marketing Strategy

Case Study

27. 10. 2014

Mack Weber

Yichen Zhang

Yinpei Wang

Melis Yücel

Yoann Cordelet

Sheng Xue

Agenda

1 . Company profile

2 . Situational Examination

3. Analyzing Strategic Choices

4.

Advertising Audit

five.

Future Execution

6.

Conclusion

7.

References

8.

Appendix

Company Profile

1

Business Profile

Brief summary

In general

A UK chocolate company

Publicly owned  enterprise

Founded by Joseph Bill  in 1911

3900 individuals are employed by the corporation

2013: 249 shops and 186 franchises

Turnover: £221 million�

a couple of

Company Account

Main Range of products

Chocolate boxes

Seasonal candy

Chocolate tablets

Bag of fine chocolate/

indulgences

several

Company Profile

Mission Declaration

 Very long history

 Finest quality

 Variety of candy types

 Thoughtful and exquisite products

4

Situational Analysis

your five

Situational Analysis

Macro Level: Pest Analysis

Political

Economic

Social/cultural

Technical

•Conservative Get together focus

about helping little

business; developing focus

on the health care

•Enjoying the cost-free trading

sector of European Union

•Inflation continues to

threat the buyer

sales-spending; Large

demand in China and

other developing

countries drive the large

price of chocolate.

•Widespread awareness

of the ill a result of sugar

•UK consumer have got a

nice tooth

•Brand knowledge and

loyalty in Chocolate

market

•Increasing adventurous

Client base

•68% consumers listed

Promotions may be the Top

five influences in accordance

to Meals statistics

Budget 2013

•Most people participate

with net information

every day

•Potential further more growth

with out policy limit

•Less throw-away income

influences the demand of

chocolate and sugar.

•Size down to lessen

calories.

•Demand for innovation,

fun, strange

•Promotion is still the key

technique to increase sales

More effective to transport

out social media

advertisements

+3

-3

+2

+4

Trend

Implication

Evaluation of

potential

Scale: from-5: very unlikely to +5 very likely

6

Situational Analysis

Micro level: Avoir Five Causes

Factor

New entrants

Replacement

Buying Electric power

Supplier electric power

Overall power of

competition

Nature of Force

Implication for Thorntons

Evaluation

• High capital investment

• Knowledge, logistics,

• Solid brand commitment

saturation(p. 1 KN) of the market is

quite high, unlikely that new traders

will enter in

-2

Fruit sweets, Haribo Tangfastics,

Rowntree's Randoms, Wrigley

Skittels, Swizzels Matlow's

Squashies

Maybe chosen because of Well being

Advertising of presidency

+3

Customers see the diverse brands in

the shops (easy to compare and

switch), two diff. varieties of supply

programs (direct purchasers in their

very own stores and central customers for

ex lover. walmart)

Central buyers can bargain the

prices calm easily while thorntons is definitely

not one of the a few big players in the

industry (4. 4% market share).

+3

Unstable sugar prices, cocoa

will be more expensive due to

uncertainities in the african continent (Agribu,

s. 39-40); Dairy. Higher rates will

be expected (Agribu, s. 37)

Thorntons has not a lot power,

just 4, 4% of business

0

New products, brighter coloring,

new marketing channels, more

efficiency

Intense competition, investments in

new technology (? )

+5

Scale: from-5: very unlikely to +5 more than likely

7

Situational Analysis

Inside Analysis

Element

Trend

Physical

resources

Powerful partner HORSEPOWER supporting THIS system;

Choose DHL since main transportation partner

Support World Cocoa Foundation (WCF);

Protect sustainability of cocoa supplier and

palm oil forest

Technology used to make recycling where possible packing;

Sales waste to get other work with

Focus on seasons product range (festival)

Own outlets network

Training chance;

Survey (questionnaire)

Monthly...

References: •

Thorntons PLC. (2014). Austin: Gloomy and Bradstreet, Inc. Recovered from

http://search.proquest.com/docview/230606289?accountid=10792

British agribusiness survey - Q1 2014. (2014). (). London:

Business Monitor International. Gathered from

http://search.proquest.com/docview/1467818222?accountid=10792

40