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PRINCIPLES OF MARKETING MANAGEMENT
Pages 12 (3012 words)
Introduction Chocolate is a highly demanded product in the UK. With an ever expanding market and increasing competition, it is tough for market players to sustain their position and continue to remain profitable. Thorntons is one company that has sustained considerable success throughout years and boasts of producing the most highly demanded chocolate products in the UK.
The company’s website is a strong source of sales and allows customers to pick and chose chocolates. Thorntors also promotes its new products readily(Thorntons, 2010). Unique season based product packages such as wedding favours are also highly demanded. The company provides chocolates of various ranges including Belgian, Winter, Viennese,etc. Chocolates of various types such as milk chocolate, dark chocolate, mint chocolate, etc., are also available for customers (Thorntons, 2011) This research paper seeks to analyze the current market standing of the company via a comprehensive swot analysis. The findings of this analysis shall be used to frame the marketing and positioning strategies of the company. Thorntors chocolate has been in the UK market for over 100 years and possesses a turnover of 210 million pounds in the year 2008. Along with general retail outlets, Thorntons also sells its products through the internet, mail order and by using other commercial services. Analyzing Thontorns in depth:- Thorntors poses a challenging test to any marketer. The company boasts of its legacy, however, it faces increasing competition from newer entrants that threaten to torment its reign as a top chocolate company. ...
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