Abstract This paper describes the marketing plan for leading Australian confectionary brand, Darrell Lea's foray into the Chinese market. The author provides a short background on Darrell Lea and explains why the company has decided to enter the Chinese market. The paper also gives a comprehensive description of Darrell Lea's entry strategy into China that includes a SWOT analysis and consumer analysis. Several methods for entry into the Chinese market such as exporting and franchising are discussed as well as market research and promotional methods. This paper includes tables.
Table of Contents:
Introduction
Situation Analysis
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Internal Analysis
The Company
Products
External Analysis
Political & Legal Environment
Economic & Financial Environment
Competitive Environment
Social & Cultural Environment
Technological Environment
Attractive Chinese Consumer Markets
Strategy Evaluation
Entry Strategy
Exporting
Franchising
Contract Manufacturing
Joint Ventures
Product Strategy
Communication Strategy
Strategy Implementation
Entry Strategy
Marketing Research
Secondary
Primary
Marketing Mix
Price
Place
Promotion
Product
Budget & Timeline
References
From the Paper "Darrell Lea (DL) has been operating in Australia for over 80 years producing chocolate and other confectionary. It has over 1,000 outlets in Australia and over 8,000 outlets overseas retailing its products. Determine to expand; DL is looking for new growth opportunities overseas especially in the fast growing chocolate markets in Asia. One of those attractive markets is China due to its fast growing chocolate market spurred on by the extraordinary economic growth she has enjoyed in the past quarter of the century. The chocolate market in China is still determined to be in its infancy but it is predicted to grow into the largest chocolate market in the world."
Tags: chinese economy, confectionary industry, export franchise, joint venture
Abstract This paper compares two confectionery companies: Hershey Foods Corporation and Tootsie Roll Industries. The confectionery industry is shown to be highly competitive, and the companies worthy of investment will be those that combine the abilities to maximize sales, minimize costs and maximize operating efficiencies. An analysis of their annual reports and financial statements is carried out to find out how profitable and viable they are, as well as how they manage and finance their operations.
From the Paper "The global confectionery industry, estimated at $100 billion USD, has never been more challenging, or more competitive. The world's leading confectionary companies struggle for market share in a mature industry characterized by increased numbers of firms competing for the same business, price erosion, and the necessity to produce more to maintain profit margins. To compete effectively, manufacturers are challenged to create new products, maximize efficiencies at the factory and corporate level and increase penetration within existing markets (Candy Industry, 1998). "
Abstract A strategy evaluation for the company. Assessment of the confectionary industry in 2001. Assessment of Hershey Foods. Assessment of the strategies and performance of the company. Discussion of the effectiveness of Hershey Foods' strategies. Hershey's chocolate products. The company's competition. Marketing strategies. Company objectives; strengths and weaknesses in expanding internationally.
From the Paper "HERSHEY FOODS: STRATEGY EVALUATION
Introduction
This research develops a strategy evaluation for Hershey Foods. The evaluation includes (1) an assessment of the confectionary industry from June through November 2001, (2) an assessment of Hershey Foods from June through November 2001, (3) an assessment of the strategies and performance of Hershey Foods in 1996, and (4) conclusions related to the effectiveness of Hershey Foods? strategies.
Assessment of the Confectionary Industry: June-November 2001
The high-chocolate content/standard quality-level segment is the largest single segment in the confectionary market. This segment includes all five size-segmentations. Hershey markets products in each size-segmentation of the high-chocolate content/standard ..."
Abstract This paper analyzes and compares the two confectionary companies, Cadbury and Nestle. It primarily reflects on their historical roots and it then compares each company's vision, mission and values. The paper also examines the companies' community relations and their environmental stewardship. It shows how they have similar objectives, but are distinctively different in their outlook.
Table of Contents:
Introduction
The Birth and Growth of Two Corporations
Conclusion
From the Paper "Cadbury and Nestle are corporations that were both built on principles that reflect social concern. Both, for example, begun by providing excellent working conditions, in particular Cadbury, who provided incredible facilities for its workers. Therefore, and as reflected within their mission statements and various other documents, Cadbury and Nestle portray a desire to be socially responsible, with both involved in various social projects since their creation. As such, they are firms that attempt to meet their promises, as seen by Cadbury's program with farmers in poorer countries and Nestle's water policy."
Abstract This paper compares the human resources strategies of Cadbury Schweppes, the leader in the confectionary market, with Starbucks,
the leader in the specialty coffee market. The paper relates that both Cadbury Schweppes and Starbucks consider their employees to be the most important assets of their organization, however, both companies have adopted strategies that differ in some respects, due to differences in their organizational structure. The paper goes on to highlight the different reasons behind both companies' decentralization of their decision-making processes and involvement of the employees in the decision-making process. The paper concludes with a discussion on the strategic criticality of human resource management.
From the Paper "Cadbury Schweppes is the leader in the confectionary market while Starbucks is the leader in the specialty coffee market. Both companies have put HR at the top of their agendas. However they have adopted strategies that differ in some respects. This is because Cadbury Schweppes is primarily in product marketing while Starbucks combines product marketing with services marketing. Both companies have focused upon developing human capital as the means of maximizing profits. However Cadbury Schweppes has adopted different strategies because the company has merged with other companies which had different organizational cultures. As a result, synergizing different cultural elements into one strategic focus has been the critical success factor at Cadbury Schweppes."
