Mondelez International - the Chocolate Industry
Autor: anusha94 • November 6, 2017 • Research Paper • 9,993 Words (40 Pages) • 683 Views
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ACKNOWLEDGMENTS[pic 4]
This project would not have been successfully completed without the support and guidance of a few people who we would like to sincerely acknowledge. To begin with, we express our heartfelt gratitude towards our course instructor, Prof. Debasis Pradhan, for providing us with this learning opportunity and giving us insightful guidance. He has always been extremely encouraging and supported us whenever we needed his help. He has been a constant source of motivation to us and has been there to guide us at each step of this project.
We would also like to extend our gratitude to our friends, colleagues and fellow batch-mates from XLRI as well as outside XLRI who took out time from their schedule and responded to the survey and in-depth interviews. The data obtained through this survey has been extremely resourceful and formed the backbone of this project.
TABLE OF CONTENTS[pic 5]
INTRODUCTION 4
COMPETITORS 4
SITUATIONAL ANALYSIS 5
AGGREGATE MARKET FACTORS 5
MACRO ENVIRONMENT ANALYSIS 10
MICRO ENVIRONMENT ANALYSIS 13
COMPETITOR ANALYSIS: MARKET FOLLOWER 14
COMPETITOR ANALYSIS: NEW ENTRANT 18
CUSTOMER ANALYSIS: CADBURYS 21
RECOMMENDED STRATEGY: CADBURY 30
FUTURE OF THE INDUSTRY 31
CONCLUSION 31
REFERENCES 32
APPENDIX 32
INTRODUCTION [pic 6]
The chocolate industry expects to grow its business worldwide to $ 98.3. Observations made through insights from consumer behavior tell that there have been changes in customer preference, such as shift towards dark and premium segment chocolates. One reason that has helped in increasing the sales could be the research done on health benefits of cocoa, which is the main component used in chocolates. The market research firms are expecting introduction and increasing demand of functional, organic and reduced sugar chocolate by 2021. The value of chocolate is being determined by its contribution to health, brand strategies and advertising, manufacturing certifications, packaging of the products, and taste [1].
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