Beyond Fairtrade: These bean to bar chocolate makers are venturing

Running head: CHOCOSOL
CHOCOSOL
Name of the Student
Name of the University
Author Note

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Executive Summary
In order to ensure success in the long run, any business organization would be required to ensure
that they will be successfully able to expand the different operations into viable markets and
ensure that they are being able to attain success in those markets. The given report is based on
the expansion plan of the Chocosol, a chocolate brand based in Canada to the United Kingdom.
The report has followed a systematic format with respect to which, the brand would be required
to expand its overall operations in the other country. The report lays down the marketing plan of
Chocosol in United Kingdom and the different promotional tactics which are to be adopted by
the firm. Certain recommendations have also been provided.

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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 About the firm/product..............................................................................................................3
3.0 External analysis of UK and France using PESTLE.................................................................4
3.1 Conclusion about the market.................................................................................................9
4.0 Market entry plan.....................................................................................................................10
5.0 Smart objectives.......................................................................................................................11
6.0 Plan components......................................................................................................................12
6.1 Marketing Mix.....................................................................................................................12
6.2 Key Factors of the planning Schedule.................................................................................13
6.3 The Marketing Budget.........................................................................................................14
7.0 Organization challenges...........................................................................................................15
8.0 Conclusion...............................................................................................................................17
9.0 Recommendations....................................................................................................................17
10.0 References..............................................................................................................................18

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Brief title: ‘Beyond Fairtrade: These bean to bar chocolate makers are venturing`
1.0 Introduction
The global business scenario has become highly competitive and it is with respect to this,
that it becomes considerably important for the different companies as present to take
considerable initiatives so as to ensure that they are able to maintain a competitive positioning in
the market and that they are able to take advantage of the different economies which shall enable
them to increase their sales and perform considerably well (Ansoff et al. 2019). Hence, in line of
this, it can be mentioned that the internationalization of the firms is not an easy task and the
business which plans to internationalize its operations would be required to take considerable
initiatives with the help of which they will be successfully able to identify the right kinds of
market for themselves and then consider the overall scenario as well in order to be able to
expand and earn large amount of profits. The report is based on the marketing plan of the
Chocosol which is a chocolate firm based in the Canadian country of America. The plan will
compare the international markets of France and the United Kingdom using the frame of
PESTEL analysis and then will accordingly plan so as to ensure that the firm is able to decide the
most suitable market for itself.
2.0 About the firm/product
The Chocosol is a chocolate social enterprise which is based in Toronto in Canada. The
company is one of the largest manufacturers of chocolate as present in the country and thereby
engages in a production of 1.4 tons chocolate in a month. The company also has varieties to offer
to the target audience based on which it can be stated that the firm has 10 different types of
chocolate for consumption and 4 types of chocolate for drinking Chocolates
(Chocosoltraders.com 2019). The company has made considerable profits in the last few years

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and can be stated to have a good share of the Canadian market. It is for this that the company has
not decided to expand its operations so that it is successfully able to ensure that it will be able to
reach out to new and better economies and in the same manner, it will also be able to, increase its
sales as well as the level of operations.
3.0 External analysis of UK and France using PESTLE
Before expanding into newer and better markets, it becomes considerably better for the
firm to take considerable measures which will help them in understanding the overall market
structure and in addition to this, it will also ensure that, the firm is successfully able to take the
right decision and plan accordingly (Chernev 2018). With respect to this, the PESTLE Analysis
of both the countries will be carried out and certain comparisons will be made in order to ensure
that the right country decision is made.
PESTLE Factors UK France
Political The United Kingdom
can be largely
understood to be a
constitutional
monarchy and
conducts its
operations under the
influence of the
parliamentary system.
The overall economy
and political status of
the country can be
understood to be fair
and stable. Although
the change in the
Prime minister of the
country and the
introduction of the
Brexit issue, there
have been various
instability in the
economy, however,
In France, there has
been a wide gap
between the rich and
the poor and this
aspect has often led to
the destruction of the
overall market
performance. Hence,
although there exists a
great number of rules
as well as regulations ,
for a business to be
successful in the long
run, the business
needs to abide by a
strict set of rules and
regulations which is
absent in France
(Wheelen et al. 2017).
The political
instability often leads
to market uncertainty

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the government is
quite proactive in
nature and its split
into the national as
well as the local
administrations has
made it considerably
easier for the country
to expand its
operations adequately.
and has an impact on
the overall
performance of the
business as well. In
addition to this, the
country believes in
only protecting the
rights of the large
brands as present in
the country and hence,
the different
businesses as found in
the United Kingdom
may find it
considerably difficult
to ensure that it is
successfully able to
expand its operations.
Additionally, the
political elites share
large privileges to an
extent such that, it
becomes for the
general citizens to
survive.
Economic The United Kingdom
can be stated to be
relatively strong
economy in terms of
the performance of the
other countries as
present. The count try
has a diverse economy
as well. Moreover,
there exists certain
positive aspects like
its position of the 5th
largest GDP in the
globe, scope of good
performance for the
small markets, free
markets, the existent
of both private as well
as the public sectors,
increase in the foreign
direct investment and
During the great
economic depression,
when the different
countries as present in
Europe faced a large
extend of economic
instability, it was only
France which did not
undergo this
depression because of
greater governmental
intervention.
However, in terms of
the international
businesses, they find
it very difficult to
conduct their
operations in the
particular country due
to the different taxes
which are imposed on