Case Study Thorntons
1. Thorntons' pattern of strategic development from its origin to 2003
Right from the beginning, Thorntons had followed a strategy of in-house manufacture.
Thorntons has developed right from the start a strategy of focus differentiation.
Thorntons operates in four customer-market segments: gifts; personal treat; family-share; and, children, each with different customer needs. Their marketing mix reflected these different needs. Regarding the children segment, they created different themes like Dinosaurs, Fossils and Dalmatians spots.
The Strategy Development Directions framework will give use a more specific and global image of Thorntons Strategy.
Relaunch of Continental range
Chocolate champagne bottle
Chocolate on stick ( For Easter)
Europe (France, Swiss etc.)
T-shirt & underwear (St valentine)
SWOT Analysis of Thorntons
High Quality Products
The market the operate In very lucrative
Good quality of service, include personalised message
In house manufactured (made sometime difficult to meet the demand in seasonal pick) -
Outlets of shops
Develop the share
Supermarket own brand product
Small and more specialist Chocolate brand
2. Strategies adopted by Roger Paffard
Mr Paffard developed a strategy of diversification, products development and Strong brand name. He also expands the channels of distributions.
Mr Paffard sees expansion as route to success
Expanding its portfolio to include such products as ice cream, liqueurs or sauces is...
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