Environmental Analysis of D. Bilo Chocolates: Opportunities and Threats

MARKETING

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EXECUTIVE SUMMARY
Business environment has changed globally. This has made it essential for the companies to
understand its internal and external environment. In this report the micro factors such as
elements of marketing mix, competitor’s analysis and consumer analysis have been done.
Along with this the report consists of macro analysis which analyses the elements like
industry analysis issues faced by the chocolate industry and the major trends in the Australian
chocolate market has been provided. In this PESTLE factors along with Demographics have
been elaborated. Potential impact on the industry and the rating has been provided in the
report. Donald B needs to grab the opportunities and counter the threats on the basis of
evaluating different aspects of the business. For this they need to work on their research and
development works. In the last recommendations have been given which includes making
children as their primary target customers that too from different age range. Innovation in the
products must be based on target segment that is made by the company.

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Contents
EXECUTIVE SUMMARY...........................................................................................................................1
Introduction...........................................................................................................................................2
Macro-Environment Analysis............................................................................................................3
Industry Analysis...........................................................................................................................3
Major trends..................................................................................................................................6
Micro-environment analysis..................................................................................................................8
Competitors.......................................................................................................................................9
Marketing Mix.................................................................................................................................10
Competitive Advantage...............................................................................................................11
Consumers...................................................................................................................................12
Potential Impacts.........................................................................................................................12
Summary of Analysis..........................................................................................................................13
Opportunities and Threats................................................................................................................13
Conclusion...........................................................................................................................................15
References...........................................................................................................................................16
Introduction
In the whole world, the ways of doing business has changed and so is the case with chocolate
industry. There are several factors that are affecting the business of the Chocolate Industry. In

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this regards it is essential for the companies under it to analyse the environment (Abdel-
Basset, Mohamed and Smarandache, 2018). This is because both internal and external factors
are influencing the business of companies in Chocolate industry. Such analysis is also
necessary for finding opportunities and threats which can be achieved with the help of
various types of strategies. For the entrepreneurial venture that is expanding their business
into other parts of the world, this is highly necessary.
Donald B is an entrepreneurial venture and is in the business of manufacturing chocolates. He
had his brand name D. Bilo Chocolates. He had two stores, one in Toorak Rd South Yarra
and other one is Lygon St Carlton. In this report, there is a detail description of environmental
analysis of D. Bilo Chocolates including the analysis at micro level and Macro level. The
micro analysis includes competitor’s analysis, elements of marketing mix. Along with this
there is evaluation about the things that are providing company with competitive advantage
as well as about customers. In the macro analysis this report presents the industry analysis of
chocolate industry as well as about major trends and potential impacts. In the last section of
the report opportunities and threats related to the cite firm has been done.
Macro-Environment Analysis
In the type of business condition prevailing all over the world, it has become essential for the
organisations to understand external factors that are affecting their business (Lu, et. al. 2018).
The macro environment affects almost all the types of business.
Industry Analysis
The Chocolate industry has its revenue of $5.7bn in 2017-18. It has been further forecasted
an increase of 1.3% over the last five years, which will ultimately reach $6.1 billion (Lupton,
Sánchez and Kerpel, 2018). This will increase the demand for the product in the particular
market. Then, the next is the quality of the product. This means that the producers should try
to maintain the quality of the product, which means that the producer should use the new and
natural things for making the product. This makes the product more authentic and the
consumers will purchase the product due to the use of natural ingredients in the products
(Neilson, et. al. 2018).
The major issues are:
Issues Description
Downsizing There is a constant decrease in the size of the bars.