Mars International Marketing Report
This is an international marketing report on the chocolate brands of MARS Incorporated, an American global family owned company runs in the United Kingdom market. There are three main sections in the report which are background and introduction section that provides relevant information of MARS including its objectives and segmentations, as well as explains the market analysis tools that are used; environmental analysis section which states the significant factors affect MARS chocolate in UK market in both external and internal environments on the base of a SWOT and DEEPLIST analysis; finally the solution and strategy section which presents a fully justified foreign market entry strategy and detailed international product mix decisions.
Background and Introduction
Background of Mars Incorporated
Mars incorporated is an American global manufacturer of confectionery, pet food, and other food products with being ranked as the 3rd largest privately held company in the United States by Forbes1. It has significant international presence in more than 73 countries and operates in six business segments: Pet care, Chocolate, Wrigley, Food, Drinks and Symbioscience.
Mars Chocolate is one of the world’s leading chocolate manufacturers with thirty-four brands in total, including five billion-dollar global brands: M&M’S®, SNICKERS®, DOVE®/GALAXY®, MARS®/MILKY WAY® and TWIX®2. Candy Industry reported that Mars Chocolate wins the first place of global chocolate manufacturers in the world with 16,800 million US dollars net sales value in 20123.
Susman described that internationalization is a process of increasing involvement of enterprises in the international markets for many purposes such as absolute or comparative cost advantages, imperfect avoidances (Stephen Hymer), open new trades and other advantages to increase the profit and brand influence. The internationalization requires investing a plenty of resources as well as the entrepreneurship which leads better
Background and Introduction
Background of Mars Incorporated
Mars incorporated is an American global manufacturer of confectionery, pet food, and other food products with being ranked as the 3rd largest privately held company in the United States by Forbes1. It has significant international presence in more than 73 countries and operates in six business segments: Pet care, Chocolate, Wrigley, Food, Drinks and Symbioscience.
Mars Chocolate is one of the world’s leading chocolate manufacturers with thirty-four brands in total, including five billion-dollar global brands: M&M’S®, SNICKERS®, DOVE®/GALAXY®, MARS®/MILKY WAY® and TWIX®2. Candy Industry reported that Mars Chocolate wins the first place of global chocolate manufacturers in the world with 16,800 million US dollars net sales value in 20123.
Susman described that internationalization is a process of increasing involvement of enterprises in the international markets for many purposes such as absolute or comparative cost advantages, imperfect avoidances (Stephen Hymer), open new trades and other advantages to increase the profit and brand influence. The internationalization requires investing a plenty of resources as well as the entrepreneurship which leads better