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Thorntons PLC - Essay Example

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Thorntons PLC

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. Situational Analysis 2.1 External Marketing Audits 2.1.1 Macro-Environment Analysis This section will include a commentary on the most important factors of the macro-environment in the chocolate industry. Political The political environment of the United Kingdom is relatively stable. The company does not have to worry about the problems of turbulent political environment that are prevalent in developing markets. There are although specific regulations regarding marketing of food items that the company has to abide by at all times. In order to prevent child obesity the government is looking to reduce chocolate sizes and that will affect the company (Daily Mail UK, 2009). Regulations such as these can affect a change in production, marketing, and distribution strategy of the company. Economical Economic conditions of United Kingdom are not ideal and the country is still feeling jolts from the economic recession of 2008. But still the situation of chocolate industry is considerably better compared to other industries. The industry has been able to survive the recession and, opposite to other industries, has shown growth as well (Piercy, Cravens, & Lane, 2010). Although the chocolate industry is generally regarded as one of those industries that were able to survive the recession, Hull city’s economic conditions are not good which may not be good news for the chocolate industry. The unemployment level in the city is higher than the country average (Hull City Council, 2011). This is not a good sign for the chocolate companies operating in the region. Socio-cultural The culture of gift giving in Christmas is the main reason behind the increase in sales of chocolates in this season. It is common for people to exchange gifts with loved ones and therefore the season offers great opportunity to the chocolate industry as a whole. In UK chocolate is mainly consumed by children between 0 and 14 years of age and by urban consumers (Research and Markets, 2008). In Hull City around 18.2 percent of the population is between 0 and14 (Hull City Counci ...Show more


Thorntons PLC Customer Inserts His/Her Name Customer Inserts Grade Course Customer Inserts (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…
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