This is an international marketing report on the chocolate brands of MARS Incorporated, an American global family owned company runs in the United Kingdom market. There are three main sections in the report which are background and introduction section that provides relevant information of MARS including its objectives and segmentations, as well as explains the market analysis tools that are used; environmental analysis section which states the significant factors affect MARS chocolate in UK market in both external and internal environments on the base of a SWOT and DEEPLIST analysis; finally the solution and strategy section which presents a fully justified foreign market entry strategy and detailed international product mix decisions.
Background and Introduction
Background of Mars Incorporated
Mars incorporated is an American global manufacturer of confectionery, pet food, and other food products with being ranked as the 3rd largest privately held company in the United States by Forbes1. It has significant international presence in more than 73 countries and operates in six business segments: Pet care, Chocolate, Wrigley, Food, Drinks and Symbioscience. Mars Chocolate is one of the world’s leading chocolate manufacturers with thirty-four brands in total, including five billion-dollar global brands: M&M’S®, SNICKERS®, DOVE®/GALAXY®, MARS®/MILKY WAY® and TWIX®2. Candy Industry reported that Mars Chocolate wins the first place of global chocolate manufacturers in the world with 16,800 million US dollars net sales value in 20123. Susman described that internationalization is a process of increasing involvement of enterprises in the international markets for many purposes such as absolute or comparative cost advantages, imperfect avoidances (Stephen Hymer), open new trades and other advantages to increase the profit and brand influence. The internationalization requires investing a plenty of resources as well as the entrepreneurship which leads better involvement in the international culture on the base of understanding and perspectiveness6. In 1936, with MALTERSERS® chocolate balls introduced, Mars Chocolate penetrated in the UK market until now and it receives great success. There are different stages of internationalization before the enterprise becomes a truly global one. The main stages include domestic company which focuses on domestic operations only with ethnocentric orientation; international company which is ethnocentric with extension strategy; multinational company that uses adaptation as its strategy; and global company operates in similar markets worldwide with strategy that combine the extension, adaptation and creation together. Mars Chocolate is in the last stage that focuses on global markets and source from a range of countries to supply these markets. It is necessary for Mars Chocolate to extend in existing market with new opportunity and adapt or create new products in the changing market orientations to consolidate its ability of competition. As it is mentioned above, Mars operates in more than 73 countries worldwide and nearly half of them are in Europe (See pic). These European markets are similar and France, Germany and UK market are the three biggest markets among them. As the first international market Mars opened, and the large and increasing demand of chocolate from people recorded as seventh highest consumption in the world with 17.49lbs chocolate per year, the UK market is selected to be the target market in this report. Cranbury from United States and Nestle from Switzerland are the main competitors for Mars Chocolate in the UK market. The overall market objectives for Mars Chocolate is consolidate its market position with some general goals such as maintaining or increasing the sales of top welcomed products; creating new products or innovating existing products to satisfy the healthy needs; using high quality cocoa beans and reducing pollutions by using new technology; and keeping the...
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