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Thorntons PLC Customer Inserts His/Her Name Customer Inserts Grade Course Customer Inserts Tutor’s Name (15, July, 2012) Word Cont: 2045 Abstract Thorntons is a popular name in the UK chocolate industry and enjoys a rich history in the country. The sales of the company are dropping and in order to increase the sales of the company in the Christmas season in Hull City the company will need to position itself clearly in the chocolate industry either as a low priced chocolate seller or as a luxury chocolate company.
Key words: Thorntons, Chocolate, Chocolate Industry UK, Hull City, Christmas Contents 1.Introduction 4 2.Situational Analysis 4 2.1 External Marketing Audits 4 2.1.2 Micro-Environment Analysis 6 2.2 Internal Marketing Audits 9 2.2.1 Operating Results 9 2.2.2 Strategic Issue Analysis 10 2.2.3 Marketing Mix Effectiveness 10 3.SWOT Analysis 11 4.Conclusion 12 5.Bibliography 13 Figure 3: Balance Scorecard of Chocolate Industry UK 18 Source: Trading Vision 18 1. Introduction In this paper an attempt will be made to provide insights about the positioning of Thorntons Plc and its products in the competitive period of Christmas 2011 in Hull in UK. The industry in which the company operates is very competitive and apt strategies are needed to gain competitive advantage over other firms. For this purpose a situational analysis will be conducted taking into account both micro-environment and macro-environment. Finally a SWOT analysis of the company will be conducted in order to understand the present position of the company and the external factors that can benefit or hurt the company in future. 2. ...
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