Analysis of Australian Confectionary indusrty - Focus on chocolate market.. Cadbury vs Haighs, detailed report, external env., target&prod segmentation, PLC, implic/concl

Executive Summary This discipline is an compend of the confectionary diligence in Australia, with the main churn down on the hot chocolate foodstuff. An evaluation of the way the market is make through external elements is explored; a breakdown of the come across ingathering categories has been undertaken through fragmentation. The report de fines consumer market trends for each harvest-home segment and provides a fine analysis of specific taper groups. A detailed review of a Cadbury Dream chocolate omit (50g) and a Haighs gift nook of milk assortments (300g) have been compared and contrasted. The review was a thorough analysis into the marketing intermingle confused for both products. From this insight it has been implant that the successful companies in the pains including Cadbury and come on essential have a exclude relationship with the targeted consumer in twitch to understand what motivates people to obtain chocolate. The findings revealed the dynamics of consumer trends fatality to be closely monitored for these large companies to confront market leadership and put forward their competitive edge.

Table of Contents Executive Summary3 Introduction4 External environment5 Political/Legal5 Political5 Legal5 frugal5 Rise in income5 Inflation5 Recession6 Other Economic Factors6 Socio-Cultural6 Technological6 Competition6 Industry (Major Players)6 Competitors7 Product Segmentation7 Blocked Chocolate7 Boxed/hand-crafted Chocolates7 Childrens Chocolate7 Chocolate bars7 Target Markets8 Blocked Chocolate8 Boxed/Handmade Chocolates8 Childrens Chocolate8 Chocolate bars9 Marketing mix of selected products10 Perceptual Map11 Conclusion12 Bibliography13 Introduction The chocolate industry is champion of the largest and most profitable industries in Australia. The Australian bureau of statistics released entropy that stated; in 2001-02 the yearly disorder for the industry was $1.58 billion and represented 3.3 pct of the turnover of all food, beverage and tobacco manufacturing in Australia (IBISWorld, 2003). Figures the likes of these demonstrate a vast market outdo that is shaped by umteen underlying external factors. The chocolate industrys market place is characterized by well-established... If you want to get a full essay, order it on our website: Orderessay

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