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The Amazing

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Bethany Poole

on 9 November 2015

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Transcript of The Amazing

The Amazing
Chocolate Works

The Amazing Chocolate Works - Case Study
National chocolate wholesaler
Full range of branded and own label frozen chocolates
Do not operate in the retail market
Does not manufacture or produce any products itself
Market Share- Choco has 8% market share,


Secondary Research
Fairtrade and Organic goods
Premium Brands
Own label products

PESTLE
P
- Changing regulation surrounding food standards and marketing actions
E -
Awareness and knowledge of changing inflation, economic growth rates and income levels
S
- Changing consumer attitudes
T
- Innovation fuelled by technological developments
S
- 30 years of experience, first wholesalers to stock a selection of organic and fair trade chocolate.
S W O T
W
-They don’t manufacture or process their own products so suppliers may have bargaining power.

O
- Own label products have 5% higher profit than similar branded lines.

T
-Local wholesalers
Feasibility:
possessing capability to produce
Suitability
when compared with competition

Acceptability
in meeting customers’ needs

Company Capabilities
Competitors
Customers
Problem Recognition
Develop Product Specification
Search For Suppliers
Negotiate and Make Choice

Evaluate & Review

Evaluate Suppliers Against Specifications

References
Reccomendations

Segmentation
Suited and Booted Hotel Goer
Characteristics
Demographics
CCF's
• Taste
• Environment
• Variety

Gender: Male
Age: 35 - 50
Characteristics
Demographics
CCF's
Outnumbered Outing
• Taste
• Quality
• Environment

Gender: Male and Female
Age: 10-60
The Injured Soldier

Characteristics
Demographics
Gender: Male and Female
Age: 30 - 60
Reliability
Taste
Accessibility

The Rowdy School Kids
Characteristics
CCF's
Demographics
CCF's

Gender: Boys and Girls
Age: 11-16

• Taste
• Accessibility
• Appearance

Competitors
- Marketing products more effectively, building a rapport with the clients rather than bribing them with promotional offers.

- TACW could focus their attention on own-label products and increase their strength through enforcing fairtrade and organic labels.

- TACW could target their customers better by using a more detailed segmentation analysis.
Adcock, D. (2000). In Marketing Strategies for Competitive Advantage. Wiley.
Bloomsbury Business Library - Business & Management Dictionary. (2007).
EBSCOhost. (2007). Bloomsbury Business Library - Business & Management Dictionary. Retrieved from EBSCOhost: http://web.b.ebscohost.com.lcproxy.shu.ac.uk/ehost/detail/detail?vid=19&sid=bdb4d88e-e110-4700-bafe-91d2c207d1f9%40sessionmgr114&hid=102&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=26745070&db=buh
Kotler, P., & Keller, K. L. (2009). Connecting with customers. In Marketing Management (p. 248). Pearson.
Mintel. (2014). Contract Catering UK. Retrieved from Mintel: http://academic.mintel.com/display/717940/?__cc=1
Mintel. (2015, May). Chocolate Confectionary. Retrieved from Mintel: http://academic.mintel.com/display/739648/
Mintel. (2015). The Ethical Food Consumer - UK: Attitudes towards Organic and Fair Trade Food. Retrieved from http://academic.mintel.com/display/741397/?highlight#hit1
Public Health England. (2013). UK and Ireland prevalence and trends. Retrieved from Public Health England: https://www.noo.org.uk/NOO_about_obesity/adult_obesity/UK_prevalence_and_trends

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