Analysis of Australian Confectionary indusrty - Focus on chocolate market.. Cadbury vs Haighs, detailed report, external env., target&prod segmentation, PLC, implic/concl

Executive Summary This report is an abridgment of the confectionary industry in Australia, with the main boil down on the chocolate market. An paygrade of the way the market is make through external elements is explored; a breakdown of the key ingathering categories has been undertaken through fragmentation. The report defines consumer market trends for each product segment and provides a fine analytic thinking of specific target groups. A detailed review of a Cadbury Dream chocolate bar (50g) and a Haighs gift box seat of milk assortments (300g) have been compared and contrasted. The review was a thorough analysis into the marketing mix involved for both products. From this insight it has been form that the successful companies in the industry including Cadbury and come on must(prenominal) have a close relationship with the targeted consumer in prowl to understand what motivates people to buy chocolate. The findings revealed the dynamics of consumer trends fatalit y to be closely monitored for these large companies to remain market leadership and book their competitive edge.

Table of Contents Executive Summary3 Introduction4 External environment5 political/Legal5 Political5 Legal5 Economic5 Rise in income5 Inflation5 Recession6 Other Economic Factors6 Socio-Cultural6 Technological6 Competition6 Industry (Major Players)6 Competitors7 harvest-feast Segmentation7 blockade Chocolate7 Boxed/hand-crafted Chocolates7 Childrens Chocolate7 Chocolate bars7 Target Markets8 Blocked Chocolate8 Boxed/Handmade Chocolates8 Childrens Chocolate8 Chocolate bars9 Marketing mix of selected products10 perceptual Map11 Conclusion12 Bibliography13 Introduction The ch ocolate industry is one of the largest and m! ost remunerative industries in Australia. The Australian bureau of statistics released data that stated; in 2001-02 the annual turnover for the industry was $1.58 billion and represented 3.3 per centum of the turnover of all food, beverage and tobacco manufacturing in Australia (IBISWorld, 2003). Figures the likes of these establish a vast market distance that is shaped by many underlying external factors. The chocolate industrys market shopping center is characterized by well-established... If you want to get a full essay, sound out it on our website: OrderEssay.net

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