Haigh's Chocolates: Expanding Operations in Japan

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Haigh’s Chocolates
Marketing

Marketing 1
Contents
Haigh’s Chocolates......................................................................................................................................0
Marketing....................................................................................................................................................0
Introduction.................................................................................................................................................2
Buyer behaviour..........................................................................................................................................2
Microenvironment.......................................................................................................................................3
Likely competitors and offerings.................................................................................................................4
Porter’s five force analysis..........................................................................................................................5
Macro environment.....................................................................................................................................6
Conclusion...................................................................................................................................................8
References.................................................................................................................................................10

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Introduction
The market expansion and development are necessary to uplift profitability and revenue in the
international market. This report includes the expansion of the Haigh’s chocolates in Japan.
Haigh is Australia's oldest family-owned chocolate maker. The company was established in 1915
by Alfred E Haigh in Adelaide, South Australia. The company offers boxed chocolates, loose
chocolates, chocolate confectionery, chocolate bars, chocolate novelties, chocolate bars, Haigh’s
selections and top 10. Haigh has six stores in South Australia and now thinking to expand
operations in. This report includes the buyer behavior and the microenvironment. The report
further includes the likely competitors, their offerings and the target market. Finally it comprises
the macro environment.
Buyer behaviour
It is essential to explore the buyer’s behaviour in order to expand and sightsee the chocolate
products in the Japanese market. It is helpful in making effective decisions in the international
market. There are various components which influence the behavior and the income level of the
buyers comprehensively (Antoncic, Auer Antoncic & Aaltonen, 2016). The factors which impact
on the buying behavior of the customers are given below:
Liking and attitude of the customers
The likings, perception and taste of the Japanese customers can affect the sales and revenue of
the Haigh’s chocolates in the nation. The elements significant in evaluating the taste and quality
of the chocolates are delivery, service, brand information, advertising and packaging. These
elements are equally useful in making purchase decisions worldwide.
Product selection
The product selection is one of the critical factors which is required to be deliberated in
analyzing the buyer’s behaviour. It is observed that the customers finalize the products only after
converging and investigating the taste and quality of the chocolates (Zhang, Watson IV,
Palmatier & Dant, 2016).
Trends

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The market trends and the quality of the chocolate can affect the behaviour of the buyers in the
market of Japan. The trends in the Japanese market influence the sales and revenues of the
Haigh’s chocolates in the market. There are numerous chocolate companies in Japan which are
introducing various flavors and sizes in order to attract customers universally (Ashley & Tuten,
2015). Haigh’s is expected to introduce products in the Japanese market so it desired to drive the
market where buyers are more price conscious.
Supplier’s preferences and choice
The customers believe in purchasing chocolates from the suppliers which are trustworthy and
reliable enough to deliver good quality chocolates on time. Haigh is required to assess the choice
of suppliers in order to raise profitability in the Japanese market.
Buying time and amount
It has been observed that the customers are likely to purchase more chocolate products on special
occasions like birthdays, anniversaries, Christmas and Easter. So, the need and the preferences
are recognized by the company in order to conduct business activities in the Japanese market.
Add on the income level is also essential to assess and identify to increase sale and market share.
Socio-economic level
The socio-economic factors have also an important role in influencing the buying behaviour of
the customers globally. So, Haigh chocolates is required to concentrate on the socio-economic
factors. It is also helpful in competing rivalries in the desired market. It will help to develop a
positive image in the mindset of the buyers (Batra & Keller, 2016).
Microenvironment
The microenvironment of Haigh's chocolates comprises the following:
Suppliers
The suppliers have a great and vigorous role in expanding and exploring the business globally.
The suppliers are the persons who supply intermediary products to the manufacturers. The
suppliers offer the raw material, unfinished goods, and resources to produce chocolate products