Analyse Nutella

Topics: Marketing, Nutella, Product lining Pages: 34 (8008 words) Published: May 21, 2013
By

NAM E AA AA NAME BBBBB NAM E RR RR NAME ZZZZZ

MARKETING 304

Table of contents
* Executive Summary--------------------------------------------------------------------------------------------1 1. Situation Analysis-----------------------------------------------------------------------------------------------2 1.1 Macroenvironment Situation---------------------------------------------------------------2 1.2 Market situation---------------------------------------------------------------------------------3, 4 1.3 Competitive situation-----------------------------------------------------------------------5, 6 1.4 Target Buyer Situation--------------------------------------------------------------------------7 1.5 Product Situation----------------------------------------------------------------------------------8 1.6 Distribution Situation----------------------------------------------------------------------------9 2. Company Analysis------------------------------------------------------------------------------------------10 2.1 Internal analysis ----------------------------------------------------------------------------1013 2.2 External analysis----------------------------------------------------------------------------1415 3. Issue analysis---------------------------------------------------------------------------------------------------16 3.1 Critical Success Factors---------------------------------------------------------------------16 3.2 Alternatives-------------------------------------------------------------------------------------------17 3.3 Evaluation of the Alternatives-------------------------------------------------------------18 3.4 Recommendations------------------------------------------------------------------------------19 4. Marketing Goals and objectives----------------------------------------------------------------------20 4.1 Mission Statement-------------------------------------------------------------------------------20 4.2 Market Definition----------------------------------------------------------------------------------20 4.3 Technological Changes----------------------------------------------------------------21, 22 4.4 Financial Objectives----------------------------------------------------------------------23, 24 5. Target Market and positioning------------------------------------------------------------------------25 5.1 Market Segments and Target Analysis--------------------------------------25, 26 5.2 Recommended Target Market------------------------------------------------------27-28 5.3 Positioning--------------------------------------------------------------------------------29, 30, 31 6. Marketing Mix-----------------------------------------------------------------------------------------------------32 6.1 Product Mix------------------------------------------------------------------------------------32, 33 6.2 Price Mix------------------------------------------------------------------------------------------------34 Nutella 1

6.3 Place Mix----------------------------------------------------------------------------------------35, 37 6.4 promotion Mix--------------------------------------------------------------------------------------38 * Works cited----------------------------------------------------------------------------------------------------------39 * Appendix-------------------------------------------------------------------------------------------------------------1-4

Nutella

2

Executive Summary
Nutella’s company, Ferrero is the largest confectionary group in Italy and the fourth largest in the world (www.nutellausa.com). As written on the jar, Nutella is a “delicious blend of fresh hazelnut, skim milt, and coca.” Unlike any other spreads available in the U.S., Nutella offers a unique and high-quality tasting product that is nutritious and offers convenience and versatility.

We have identified and divided the American market into three promising...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Nutella in Poland Essay
  • Essay on History of Nutella
  • Evaluation of Nutella Marketing Strategy Essay
  • Essay on Nutella Analysis
  • Nutella Essay
  • Nutella Essay
  • Essay on Pest Analyse
  • CU728 Analyse and report data Essay

Become a StudyMode Member

Sign Up - It's Free