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 report is an analysis of the confectionary industry in Australia, with the main focus on the chocolate market.
An evaluation of the way the market is shaped through external elements is explored; a breakdown of the key product categories has been undertaken through segmentation. The report defines consumer market trends for each product segment and provides a detailed analysis of specific target groups.
A detailed review of a Cadbury Dream chocolate bar (50g) and a Haigh 's gift box of milk assortments (300g) have been compared and contrasted. The review was a thorough analysis into the marketing mix involved for both products.
From this insight it has been found that the successful companies in the industry including Cadbury and Nestle must have a close relationship with the targeted consumer in order to understand what motivates people to buy chocolate. The findings revealed the dynamics of consumer trends need to be closely monitored for these large companies to remain market leaders and maintain their competitive edge.
Table of Contents
Executive Summary3
Introduction4
External environment5
Political/Legal5
Political5
Legal5
Economic5
Rise in income5
Inflation5
Recession6
Other Economic Factors6
Socio-Cultural6
Technological6
Competition6
Industry (Major Players)6
Competitors7
Product Segmentation7
Blocked Chocolate7
Boxed/Handmade Chocolates7
Children 's Chocolate7
Chocolate bars7
Target Markets8
Blocked Chocolate8
Boxed/Handmade Chocolates8
Children 's Chocolate8
Chocolate bars9
Marketing mix of selected products10
Perceptual Map11
Conclusion12
Bibliography13
Introduction
The chocolate industry is one of the largest and most profitable industries in Australia. The Australian bureau of statistics released data that stated; in 2001-02 the annual turnover for the industry was $1.58 billion and represented 3.3 percent of the turnover of all food, beverage and tobacco manufacturing in Australia
This report is an analysis of the confectionary industry in Australia, with the main focus on the chocolate market.
An evaluation of the way the market is shaped through external elements is explored; a breakdown of the key product categories has been undertaken through segmentation. The report defines consumer market trends for each product segment and provides a detailed analysis of specific target groups.
A detailed review of a Cadbury Dream chocolate bar (50g) and a Haigh 's gift box of milk assortments (300g) have been compared and contrasted. The review was a thorough analysis into the marketing mix involved for both products.
From this insight it has been found that the successful companies in the industry including Cadbury and Nestle must have a close relationship with the targeted consumer in order to understand what motivates people to buy chocolate. The findings revealed the dynamics of consumer trends need to be closely monitored for these large companies to remain market leaders and maintain their competitive edge.
Table of Contents
Executive Summary3
Introduction4
External environment5
Political/Legal5
Political5
Legal5
Economic5
Rise in income5
Inflation5
Recession6
Other Economic Factors6
Socio-Cultural6
Technological6
Competition6
Industry (Major Players)6
Competitors7
Product Segmentation7
Blocked Chocolate7
Boxed/Handmade Chocolates7
Children 's Chocolate7
Chocolate bars7
Target Markets8
Blocked Chocolate8
Boxed/Handmade Chocolates8
Children 's Chocolate8
Chocolate bars9
Marketing mix of selected products10
Perceptual Map11
Conclusion12
Bibliography13
Introduction
The chocolate industry is one of the largest and most profitable industries in Australia. The Australian bureau of statistics released data that stated; in 2001-02 the annual turnover for the industry was $1.58 billion and represented 3.3 percent of the turnover of all food, beverage and tobacco manufacturing in Australia
Bibliography: Summers, J Gardener, M, Lamb, C W, Hair JF, Mc Daniel, C, 2003, Essentials of Marketing, Thomson, Victoria. Roy Morgan, (2000), "Who buys chocolate and why", Retail World, March 6-17, 2002. Electronic Sources: Viewed 3 March 2003, http://www.haighs.com.au. Electronic Sources: Viewed 3 March 2003, http://www.cadbury.com.au. IBISWorld (2003) "Confectionary Manufacturing in Australia" IBISWorld, March 5, 2003. Foreign Agricultural Service (2002) "Australia Product Brief Confectionary Products" GAIN Report, October 12, 2002.