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One Chocolate Basic Essay

1082 words - 5 pages

1) Charakterystyka przedsiębiorstwa
1.1. Opis przedsiębiorstwa

Konkurenci
Globalni (Sprzedaż 2013) | W Polsce | |
Mars | 17,640 USD (millions) | Ferrero | |
Mondelez | 14,862 USD (millions) | Mondelez | |
Nestlé | 11,760 USD (millions) | Stork | |
| | Wedel | |
| | Wawel | |

Target Group
* Young and cosmopolitan consumers
* For those who understand lifestyle as a personal statement
* Young trend-conscious consumers
Marketing Objectives
* World’s biggest manufacturer of premium chocolate products
* Modern
* Enticing
* Sinfully delicious
* Luxury & prestige
* Easygoing lifestyle
* Sensual experience
* ...view middle of the document...

Sprzedaż: Ponad 100 krajów
2. Produkcja 6 krajów w Europie + USA
Gdzie?
* Sklep Online
* Sklepy Duty-free, Stacje bęzynowe
* Supermarkety/Retail – produkt impulsowy
* Sklepy Własne

5 sił Portera:
THREAT OF NEW ENTRANTS
The increase of dairy and nut allergies is having a negative effect on the cocoa and chocolate product industry

The obesity epidemic is also having an unfavourable impact on sales within the chocolate industry

According to the United Nations the growing concern for the environment means extensive investments are required in order to adhere to sustainable growing practices 

Based on the above observations, which translate as barriers to entry and according to The Hershey Company (2010) there is no significant threat of new entrants in the chocolate industry

THE BARGAINING POWER OF SUPPLIERS
Suppliers can exert power by increasing prices or reducing the quality of their product

Lindt devised their own code of conduct and independent verification initiative for suppliers in Ghana

According to the United Nations it is quite difficult to be approved as a supplier for large chocolate companies due to the extensive amount of suppliers to choose from and due to organisations such as the Fairtrade Foundation

Although Lindt follow a code of conduct and verification initiative, similar to that of the Fairtrade Foundation, its suppliers are not regulated by an independent body

Based on the above, it can be noted that the bargaining power of Lindt's suppliers is relatively low

THE BARGAINING POWER OF BUYERS
According to the United Nations (2008) the buyer market of cocoa products has increased along side the concentration of the manufacturing segment

It must be noted that hotels have an abundance of chocolate producers to choose from;

* There are several producers that offer branded, packaged chocolates as the product is relatively "standard or undifferentiated"
* However, Lindt's and a few other producers have a unique selling point of producing chocolate of a higher quality
* This reduces the number of potential producers for buyers who wish to stock luxury chocolate products for their customers

Although Lindt will generate additional customer value for the buyer, it must be noted that it would not save the buyer money

Taking the above into consideration, the bargaining power of buyers in the form of hotels would be classified as medium

THREAT OF SUBSTITUTE PRODUCTS
There are several substitute products threatening the chocolate industry, including;

* Non-chocolate snacks such as biscuits, crisps, frozen dairy products, savoury snacks etc.
* These snacks pose a threat as indulgent foods are based purely on consumer preference

The increase in obesity has lead consumers to seek alternatives to chocolate, including;

* For those with a sweet tooth - both fresh and dried fruit as well...

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