Thorntons
Marketing Strategy
Case Study
27.11.2014
Lisa Weber
Yichen Zhang
Yinpei Wang
Melis Yücel
Yoann Cordelet
Sheng Xue
Agenda
1. Company profile
2. Situational Analysis
3. Evaluating Strategic Options
4.
Marketing Audit
5.
Future Implementation
6.
Conclusion
7.
References
8.
Appendix
Company Profile
1
Company Profile
Summary
In general
•
•
•
•
•
A UK chocolate company Publicly owned enterprise
Established by Joseph William in 1911
3900 people are employed by the company
2013: 249 shops and 186 franchises
Turnover: £221 million
2
Company Profile
Main Product Range
Chocolate boxes
Seasonal chocolate
Chocolate tablets
Bag of fine chocolate/ indulgences 3
Company Profile
Mission Statement
Long history
Finest quality
Variety of chocolate types
Thoughtful and exquisite gifts
4
Situational Analysis
5
Situational Analysis
Macro Level: Pest Analysis
Political
Economic
Social/cultural
Technological
•Conservative Party focus on helping small business; growing focus on the health care
•Enjoying the free trading zone of European Union
•Inflation continues to threat the consumer sales-spending; High demand in China and other developing countries drive the high price of chocolate.
•Widespread awareness of the ill effect of sugar
•UK consumer have a sweet tooth
•Brand knowledge and loyalty in Chocolate market •Increasing adventurous
Consumer base
•68% consumers listed
Promotions is the Top five influences according to Food statistics
Pocketbook 2013
•Most people engage with internet information everyday •Potential further growth without policy restriction
•Less disposable income affects the demand of chocolate and sugar.
•Size down to reduce calories. •Demand for innovation, fun, unusual
•Promotion still is the key strategy to increase sale
More effective to carry out social media advertisements +3
-3
+2
+4
Trend
Implication
Evaluation of potential Scale: from-5: very unlikely to +5 very likely
6
Situational
Case Study
27.11.2014
Lisa Weber
Yichen Zhang
Yinpei Wang
Melis Yücel
Yoann Cordelet
Sheng Xue
Agenda
1. Company profile
2. Situational Analysis
3. Evaluating Strategic Options
4.
Marketing Audit
5.
Future Implementation
6.
Conclusion
7.
References
8.
Appendix
Company Profile
1
Company Profile
Summary
In general
•
•
•
•
•
A UK chocolate company Publicly owned enterprise
Established by Joseph William in 1911
3900 people are employed by the company
2013: 249 shops and 186 franchises
Turnover: £221 million
2
Company Profile
Main Product Range
Chocolate boxes
Seasonal chocolate
Chocolate tablets
Bag of fine chocolate/ indulgences 3
Company Profile
Mission Statement
Long history
Finest quality
Variety of chocolate types
Thoughtful and exquisite gifts
4
Situational Analysis
5
Situational Analysis
Macro Level: Pest Analysis
Political
Economic
Social/cultural
Technological
•Conservative Party focus on helping small business; growing focus on the health care
•Enjoying the free trading zone of European Union
•Inflation continues to threat the consumer sales-spending; High demand in China and other developing countries drive the high price of chocolate.
•Widespread awareness of the ill effect of sugar
•UK consumer have a sweet tooth
•Brand knowledge and loyalty in Chocolate market •Increasing adventurous
Consumer base
•68% consumers listed
Promotions is the Top five influences according to Food statistics
Pocketbook 2013
•Most people engage with internet information everyday •Potential further growth without policy restriction
•Less disposable income affects the demand of chocolate and sugar.
•Size down to reduce calories. •Demand for innovation, fun, unusual
•Promotion still is the key strategy to increase sale
More effective to carry out social media advertisements +3
-3
+2
+4
Trend
Implication
Evaluation of potential Scale: from-5: very unlikely to +5 very likely
6
Situational
References: • Thorntons PLC. (2014). Austin: Dun and Bradstreet, Inc. Retrieved from http://search.proquest.com/docview/230606289?accountid=10792 • United kingdom agribusiness report - Q1 2014. (2014). (). London: Business Monitor International. Retrieved from http://search.proquest.com/docview/1467818222?accountid=10792 40