The purpose of this is report is to know how MARS BARS is extensively promoted in the UK and to help other to understand in depth by analysing product Macro-environment of product, finding SWOT analysis, marketing mix element and the programme that is adopted by Mars company to extend their business in market.
To complete his analysis and report, mostly reports and sample where gather form online journal and direct company website. Most of the information where gather from the Internet due lots of information and it was easy to search in Internet.
Phase 1 – Key Finding
Sustainability and reasonable business with respect to candy has become a governmental difficulty with the producers of the Mars bar being criticised for using techniques that places candy farm owners to move from their land and developing candy industry. The close organization of the Mars bar as a item of the United Declares may cause some with don’t like of the things USA boycott, however does not seems to be any proof that has actually happened.
Phase 2- key Finding
Most of the marketing management decision is made through one of the seven categories in which they provides perceive management decision have been implemented to make the Mars Bar more appealing to the market
Phase 3 –Key Finding
The primary objective of segmentation is to win and retain the customers you want to serve. The variable used for segmentation includes: Geographic variable, Demographic variables, psychographic variables and behaviours variable. This all variables are used in this report to insight into segmentation and how this relates to consumer purchasing behaviour.
Conclusion and Recommendation
After doing research and report in the marketing techniques that are being used by MARS, MarsInc has used the marketing techniques equally beneficial for the growth and success of its product. In short, the market segmentation has helped MARS, to select the specific and suitable target audiences from its product from the large audiences, like that its popular brand name/ branding has been motivating its customers to purchase its products, which is helping to increase its sales. The other marketing techniques like Relationship marketing Planning, Control and Evaluation are also being used by the MARS. So, in last, though MARS is on number 2 position after the Cadbury has been consumed by Kraft. But it would take much time for MARS to be no. 1 confectionery brand, if the marketing techniques, analytical tools and effective market research are carried out properly.
Table of Contents
ii. Phase 1 Report
1. Micro Environment
2. Competitive Environments
A. Power of Suppliers.
B. Power of Buyers.
C. Threat of new entrants.
D. Threat of Substitutes.
E. Competitive Rivalry.
iii. Phase 2 Report
A.The Marketing Mix of Mars
iv. Phase 3 Report
A. Market segmentation of Mars.
Mars incorporate was founded in USA, Washington 1911. With instant success of Milky way candy bar they expand their business in UK, the first UK MARS product were handmade on August Bank Holiday in Monday 1993. Frank C Mars give his son, Forrest $50,000 and the formula for Milky Way to run his own business in Slough, UK. It has best know confectionary brands like Snickers, M&M’s, Mikyway and Maltesers. Many of Mars’ products are primarily sold in the UK.
The purpose of this is report is to know how MARS Inc. is extensively promoted in the UK and to help other to understand in depth by analysing product Macro-environment of product, finding SWOT analysis, marketing mix element and the programme that is adopted by Mars company to extend their business in market.
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