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Analyze The Marketing Management

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Question:

Discuss about the Analyze the Marketing Management.
 
 

Answer:

Introduction

The main purpose of this report is to evaluate the marketing plan of the company which is a famous chocolate manufacturing company of Australia, Haigh’s company. This study is comprises of various types of plans related to the marketing that will help the company in their international expansion and to manage the competition. It is the fact that the competition in the chocolate industry is very high and due to this Haigh’s chocolates face lots of external environment issues[1]. The company manufactures various types of high quality chocolates, premium quality chocolates etc that are made from raw beans of cocoa. This brand is very much famous in the south part of Australia.

Now, the owners of the company want to explore to the new markets where they can sell their products. For this, the company requires to bring innovation, creativity and also differentiation in their overall marketing strategy and management. The company is one of the top most companies who make chocolate products. There is a need to expand the business by analyzing the potential lies within the company. For this, the company has to evaluate the internal and external environment, competition, potential to grow, etc.  A fact about company is that the chocolates manufactured by this company are very delicious as they are made through unique process while using raw chocolate that contains bean in them. They use German machines to manufacture their chocolates. The people of Australia are crazy to eat and gift their chocolates on Christmas, valentines and other occasions.

The purpose of doing this study is to analyze the situation and conditions of the Australian and other markets where the company want to expand their business. It can be internal of external of Australian markets. As the company wants to expand, the company first has to do SWOT analysis, marketing mix that is price, place, product and promotion[2]. The study also comprises of market analysis, competition analysis, brand analysis, etc so that an in-depth knowledge can be gained.

 

About the company

The Haigh’s chocolate is a chocolate manufacturing company which was discovered on may 1st, 1915. The discoverer of this company is Alfred E Haigh in Adelaide in South Australia. It is one of the oldest companies of Australia who manufacture chocolates. Now, the fourth generation is managing the company who is Haigh’s Alister and Simon who are the managing directors in the year 1990. Haigh’s chocolates company has a very strong base from the starting as they use the traditional and modern both the methods in the manufacturing of chocolates. The main focus of this company is to spread happiness by manufacturing chocolates. They want their customers to be happy and satisfied[3]. The missions and vision of the company is directly related to the satisfaction of the customer’s ad other people related to it. The values of Haigh chocolates say that they want to take care of their customers, employees, stakeholders, suppliers, environment and community.

Market analysis of Haigh’s company

The chocolates form Haigh’s company is come under one of the premium quality chocolates and the integrated maker of the same. The research says that the delivery and supply system of the company is very strong and the control of the company.  This is due to the fact that they use effective and standard way to deliver their goods. The packaging and the distribution channels of Haigh’s chocolates is very prominent as they are very huge and of goof quality. It is the reason the company is enjoying a leading position in the market of Australia.

The market analysis states that the company can grow as they have potential and demand in the market. The plan and activities of this company is based on the Australian packaging guidelines which make its products more authentic and demandable.

Within last 5 years, the company has achieved a tremendous growth and the premiumisation of the chocolates take place. The demand of the chocolates has also increased. These days, the demand of handmade items has increased[4]. People find this good that they are using or eating handmade items. The customers are very much fond of Haigh’s handmade chocolates as they are of premium and high quality. This is the reason due to which the company is focusing on the handmade chocolates.

The USP of this company is the handmade chocolates of higher and premium quality which they want to sell in the internal and external markets of the Australia. The target of the company is not only children but also the youth, old age people, etc.

 

Customer analysis

The customer analysis of Haigh’s chocolates shows that customers are very much happy and satisfied by the handmade chocolates manufactured by this company. The aim of the company is same as they also want their customers to be satisfied for the long period. In order to achieve these goals, the company sells their chocolate at very reasonable process, use prominent techniques of promotion, good delivery of the goods and high packaging[5]. there are various other factors also that help Haigh's chocolate to sustain their customers that is the time to time analysis of the market trend, customer want changes in the manufacturing of the chocolates, etc.  It helps them to analyze the market situation and make changes accordingly.

Brand analysis

There are various types of other companies that give perfect competition to Haigh’s chocolates that are nestle, Mayfield, and Cadbury’s chocolates. The delivery and supply chain management of the mentioned companies is as good as Haigh’s chocolates. In order to fight with the immense competition from these companies Haigh’s chocolates has to bring innovation, creativity and also product differentiation. They can also focus on the supply chain management and delivery of the chocolates which help to capture a large part of the customers. Chocolates production is a production in which companies can make variations and differentiation which can help the band to become a unique seller and manufacturer of the chocolates.

Marketing mix: Product

Haigh’s chocolates only manufacture one flavor of chocolate which helps in attracting a large group of customers. It also guides the company to concentrate on only one brand and also to bring improvement in the same. The techniques used in the production of the chocolates of the Haigh’s chocolates are done through Swiss techniques form the year 1950’s. Haigh's chocolate sis not only in the manufacturing of the chocolates but also in the designing and packaging for the same. The stores of Haigh’s chocolates are designed in very attractive and colorful way that it attracts customers.

The company has lots of products related to the chocolate and the aim is to expand the market of the Haigh’s chocolates. There are many stores of Haigh’s chocolates in Adelaide. A unique brand offered by Haigh’s chocolates that is launched specially for the tourists which is known as Parkside of Haigh’s chocolates. The packaging of the chocolates is done in high quality as they are for the tourists. It also helps the company to promote their chocolates to the international markets. The supply china model used by Haigh’s chocolate is high vertical model which is very much helpful in the fast and effective delivery of chocolates at each and every level of the market segment.

According to Haigh’s chocolates, the packaging of the chocolates should be simple and attractive as too much bright and sharp color does not look decent. But at the time of festivals, special occasions like valentines week, Christmas, etc they use to change the packaging of the chocolates. It helps in customization, high demand, customer’s attraction, customer satisfaction, etc.

 

Place

The delivery of the goods of Haigh’s chocolates is done through high vertical integrated supply chain model which is very effective for such companies. The major amount of the chocolates is sold though stores and business organization directly. A minor amount of distribution o chocolates is done through retailers and wholesalers who directly deal with the niche markets and customers. In the markets of Australia, there are various places where the company does not advertise the chocolates but still enjoying good amount of sales. There are many visitors centre of Haigh’s chocolates. Most of them are in Adelaide with the factory visit also that is opened on 6 day of week. Visitors come and buy chocolates which are fresh, and tasty. They take knowledge related to the production of the chocolates and factory, packaging, etc.

Promotion

The promotion and marketing of the company is not very attractive due to the fact that the company is very old and renowned. This brand focus on the high interactions with the customers related to the technology, packaging, sustainability, etc. they use social media, personal selling, advertisement, etc. to promote their product. The aim is to keep connected with the customers.

Price

The prices of Haigh’s chocolates are determined through the nomenclature of the market and the chocolate where the products are produced. The prices are also decided through the demand and supply of the products in the market. The prices of Haigh’s chocolates are very reasonable and affordable[6]. There are few chocolates that are expensive because they are of high and premium quality.

SWOT analysis

SWOT analysis

STRENGTH

·         The brand image of the company is very strong which is the biggest strength

·         The company is the oldest band that manufactures chocolates

·         The brand is enjoying strong brand equity

·         High quality products

·         There is a strong presence of this brand in south Wales, Victoria and Adelaide

·         The range of products provided by this brand is high and the quality of the products is also very good.

·         High quality packaging

·         The material used in the production of chocolates is very good like milk, cream, cocoa, dry fruits, dark chocolates, etc.

·         The aim of Haigh is to bring smile on the faces of their customers

WEAKNESSES

·         The company has less potential to develop and grow in to the international market as they are satisfied in Australia

·         The share of company is very low

·         Unable to get certification form the fair trade foundation

 

 

OPPORTUNITIES

·         The potential of the company to grow and develop in terms of gifts, vouchers, bouquets, etc.

·         The company can also expand in corporate gifts, rewards, etc.

·         They can use e-commerce and online selling of chocolates

·         Haigh’s chocolates have an opportunity to expand as the markets of Australia grow on the global front.

 

 

THREATS

·         High level of competition present in the national and international market is the biggest weakness of this company

·         Increase in the awareness related to health issues

·         Increase in the consciousness

·         The biggest challenges is to manage the quality of the chocolates

·         There are need of high storages  facility for such industry

·         Many times whitening of chocolates take place

 

Effective marketing strategy for the Haigh’s chocolates/ marketing plan

It is noticed that Haigh’s chocolate company can bring changes and innovation by making changes in the marketing and the management of the company. It can also be done by changing the marketing structure and supply chain management[7]. The company and its product are of good quality. However, to sustain in the market and to management, the company has to analyze the marketing condition and situations.

Now, the company wants to boost the brand recognition and awareness among the customers. In order to achieve this, the company has to make an efefcive and efficient marketing plan and to establish strategy that will help in the achievement of the same. As studied above, the company is capable of achieving this and they have the potential to grow in the international market.

For this, the company can use various types of expansion and growth strategies to increase the brand awareness among the new segments of the markets. It can be done through effective and prominent marketing

Conclusion

The conclusion for the present study is that every company requires an effective marketing and management plan to expand their business in to international even in national markets. The company used in this report that is the Haigh’s chocolates company is one of the leading manufacturers of handmade chocolates in the markets of Australia. Many companies that are multinational companies give competition to Haigh’s like nestle, Cadbury’s and Mayfield.  However, the company is able to manage the quality of its products as the chocolates are of higher and premium quality. The company is one of the top most companies who make chocolate products. There is a need to expand the business by analyzing the potential lies within the company. For this, the company has to evaluate the internal and external environment, competition, potential to grow, etc.  A fact about company is that the chocolates manufactured by this company are very delicious as they are made through unique process while using raw chocolate that contains bean in them. The aim of this report is to cover the entire market analysis and to develop a market pan for the company. In order to expand their business operations to the higher level the company has to follow an effective marketing plan.

 

References

Castaldo, Sandro, Katia Premazzi, and Fabrizio Zerbini. "The meaning (s) of trust. A content analysis on the diverse conceptualizations of trust in scholarly research on business relationships." Journal of Business Ethics 96, no. 4 (2010): 657-668.

Daymon, Christine, and Immy Holloway. Qualitative research methods in public relations and marketing communications. Routledge, 2010.

Kumar, V. "Evolution of marketing as a discipline: What has happened and what to look out for." Journal of Marketing 79, no. 1 (2015): 1-9.

Moussa, Salim, and Mourad Touzani. "Ranking marketing journals using the Google Scholar-based hg-index." Journal of Informetrics 4, no. 1 (2010): 107-117.

Piekkari, Rebecca, Emmanuella Plakoyiannaki, and Catherine Welch. "‘Good’case research in industrial marketing: Insights from research practice." Industrial Marketing Management 39, no. 1 (2010): 109-117.

Vargo, Stephen L., and Robert F. Lusch. "It's all B2B… and beyond: Toward a systems perspective of the market." Industrial marketing management 40, no. 2 (2011): 181-187.

Wales, William J., Vishal K. Gupta, and Fariss-Terry Mousa. "Empirical research on entrepreneurial orientation: An assessment and suggestions for future research." International Small Business Journal 31, no. 4 (2013): 357-383.

Moussa, Salim, and Mourad Touzani. "Ranking marketing journals using the Google Scholar-based hg-index." Journal of Informetrics 4, no. 1 (2010): 107-117.

Castaldo, Sandro, Katia Premazzi, and Fabrizio Zerbini. "The meaning (s) of trust. A content analysis on the diverse conceptualizations of trust in scholarly research on business relationships." Journal of Business Ethics 96, no. 4 (2010): 657-668.

Daymon, Christine, and Immy Holloway. Qualitative research methods in public relations and marketing communications. Routledge, 2010.

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