Marketing analysis of Carambar and the confectionery industry

Docs en anglais | 13 pages | 22-05-2007 | Format : | Note : Non noté |

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Résumé

Marketing analysis realized in 2006 during a marketing course given in a Business School. The aim of the report is to present Carambar, its history, evolution, strengths... through a deep analysis of the company and the confectionery industry (see agenda of the report for more details).

Critical concepts are used: 5 competitive forces by Porter, SWOT analysis, Marketing Mix (4 P's), Buyer Decision Process (5 steps), Environment (economical, legal, political, cultural and demographic aspects)...

The report is illustrated with pictures and some figures. Sources are mentioned at the end of the report. Good written English has been used for the report.

Outline:

1.1 The Environment

Economical
Legal and Political forces
Cultural
Demographic

1.2 The industry

Rivalry among existing competitors
Threat of new entrants
Threat of substitute products
Bargaining power of suppliers
Bargaining power of buyers

1.3. The firm

The company mission
The company objectives and goals
The business portfolio

1.4 The marketing Process for one company's offer

The marketplace
The marketing strategy
The marketing program

2. SWOT Analysis

Strengths
Weaknesses
Opportunities
Threats

3. Evaluation of the company's marketing strategy and recommendations

4. Sources

Recommandations

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