Day Chocolate: Global Expansion of Products

Powerful Essays
Topics: Marketing
Day Chocolate case analysis

Programme: E&BE ---- Marketing

Group number 12-03

Group members:

Table of content

I. Introduction

II. Answers to 5 questions

Q 1: consumer segment

Q 2: factors make Day Chocolate a strong brand --- a. consumer equity --- b. marketing mix (4P) --- c. competitive advantage --- d. S&W in SWOT analysis

Q 3: future market --- a. O&T in SWOT analysis --- b. market trends of chocolate industry

Q 4: what to do next based on SWOT analysis --- a. strategy proposals

Q 5: where to internationalize

III. Conclusion

IV. Reference list

I. Introduction
Day Chocolate is a successfully operated chocolate making company with a pretty strong brand. The company produced two types of high-quality and tasted chocolate in UK namely Divien and Dubble. After launching chocolates in UK market and successfully obtaining their market position in Britain, the company is now considering to expand their products to other parts of the world and having the confidence of being internationalized. By writing this report, we will analysis why Day Chocolate is such well-performed from different marketing elements (e.g. SWOT, competitive advantage, market mix) and give our opinions on where should they go to realize their internationalization, meanwhile, all 5 questions will be answered.

II. Answers to 5 questions

Q 1: costumer segment

Customer segmentation, also referred to as market segmentation, is the process of finding homogenous sub-groups within a heterogeneous aggregate market. Typically this approach is used in direct marketing to target, study and focus on increasingly well-defined and profitable market segments. More specifically, according to the theory in our text book, 4 segmentations can be divided from various customers in market, they are 1.Demographic (depends on age, income, occupation); 2.Psychograghic (depends on lifestyle, preference); 3.Geographic

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