EXECUTIVE SUMMARY………………………………………………………………. 1
DESCRIPTION.........................................................................................................2
ENVIRONMENTAL………………………………………………………………………3
2.1 Macro environment….……………………………………………………………….....
2.1.1. Demographic…………………………………………………………………….
2.1.2. Economic…………………………………………………………………………
2.1.3. Social-Culture……………………………………………………………….......
2.1.4. Nature……………………………………………………………………………..
2.1.5. Technological………………………………………………………………….….
2.1.6. Political-legal…………………........……………………………………………...
2.2 Micro environment…………………………………………………………………….... 2.2.1. Supplier…...…………………………………………………………………….… 2.2.2. Customer…………………………………………………………………………. 2.2.3. Competitor………………………………………………………………………..
MARKET SEGMENTATION………………………………………………………………4
CUSTOMER BEHAVIOUR………………………………………………………………...5
MARKETING MIX…………………………………………………………………………..6
RECOMMENDATION………………………………………………………………………7
CONCLUSION……………………………………………………………………………….8
REFERENCES………………....……………………………………………………….......9.
EXECUTIVE SUMMARY
DESCRIPTION
MARS Company operates in the food industry , spesifically in the chocolate and confectionery industry which will be discussed in this report . In Australia , the industry itself is quite strong and stable despiteof the economic situation that remains unstable , the level of disposable income has decreased , or in a high competition situation with imported snack products such as China’s and Japan’s . Recent market trend related to this sector is the high level of consumer awareness of calories , fat, and other factors related to health . Therefore, it encourages all companies in the industry to innovate their market products with features such as low fat , fat free , and other healthy types .
Barriers to entry in this market is relatively medium since funds required to start as a manufacturer is relatively medium. However , this industry
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