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Case Study 1 – Thorntons PLC
To:

Equity Fund Manager

Date: 16 January 2013

From:

Ivor Addict

Subject:

Thorntons plc

Note: Introduction (note: some comments are obtained from reviewing the company’s website and that the use of company and group both refer to Thorntons group. The footnotes are only included to provide an indication as to where the information came from, they are not intended to be comprehensive. Some of the comments have been included to aid understanding of the case study/encourage independent thought and would not necessarily be included in a ‘real report’, which should be written using the Harvard referencing style). Also bear in mind that your coursework report will be much shorter than this.

Case Study 1 – Thorntons PLC
Contents:
1 Introduction ............................................................................................................ 1 2 Assessment of Strategic Capability ........................................................................ 1 2.1 GENERAL STRATEGY ...................................................................................................................................... 1 2.1.1

Rebalance ...................................................................................................................................... 1 2.1.2
Revitalising..................................................................................................................................... 2 2.1.3
Restoring Profitability .................................................................................................................... 2 2.2 DISTRIBUTION CHANNEL STRATEGY.................................................................................................................. 3 2.2.1

Own Stores ..................................................................................................................................... 3 2.2.2
Franchises ...................................................................................................................................... 4 2.2.3
Thorntons Online/Direct ................................................................................................................ 4 2.2.4
Commercial .................................................................................................................................... 5 2.3 PRICING STRATEGY ....................................................................................................................................... 6 2.4 EXPANSION STRATEGY ................................................................................................................................... 6 2.5 LIFECYCLE ................................................................................................................................................... 7 2.6 KEY CHANGE FACTORS (PEST) ....................................................................................................................... 7 2.6.1

Political .......................................................................................................................................... 7 2.6.2
Economic........................................................................................................................................ 8 2.6.3
Social.............................................................................................................................................. 9 2.6.4
Technology ..................................................................................................................................... 9 2.7 INDUSTRY ANALYSIS .................................................................................................................................... 10 2.8 COMPANY ANALYSIS ................................................................................................................................... 11 2.8.1

Management...
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