International Marketing Management

Running Head: INTERNATIONAL MARKETING MANAGEMENT 0
tOMS
INTERNATIONAL MARKETING MANAGEMENT
student name
4/19/2019

INTERNATIONAL MARKETING MANAGEMENT 1
Contents
Introduction......................................................................................................................................2
General market attractiveness 280...................................................................................................3
Market size and growth...............................................................................................................3
Competition.................................................................................................................................3
Geographical infrastructure.........................................................................................................4
Cultural constraints 280...................................................................................................................4
Economic constraints 150................................................................................................................5
Political constraints 150...................................................................................................................6
Market attractiveness – overview 210.............................................................................................7
Recommendations 150.....................................................................................................................8
References........................................................................................................................................9

INTERNATIONAL MARKETING MANAGEMENT 2
Introduction
Tom chocolate confectionery company is willing to expand their business internationally for
which the selected foreign market for this assignment would be Australia. The reason for this
selection would be the company’s objective to increase the profit margins for the company
through premium chocolate products. Australia comes under top fifteen nations for the
confectionery market. As per the research, the chocolate consists of maximum portion in the
Australian confectionery market (Adam & Kotler, 2014). The report will include the analysis of
the external environment like political, cultural, and economic constraints.

INTERNATIONAL MARKETING MANAGEMENT 3
General market attractiveness
Market size and growth
Chocolate and Confectionery Manufacturing industry have challenged shifting customer
preferences over the previous five years. Rising consumer apprehensions about the extent of fat
and sugar in foodstuffs have debilitated demand for old chocolates and confectionery over the
time span, predominantly in respects to mass-produced goods. Furthermore, customer demand
for premium goods has enlarged over the earlier five years that has increased the industry's
performance. In view of the market size, of the chocolate confectionery industry of Australia the
yearly growth of the business from 2013 to 2018 is 0.7%. Australia chocolate marketplace
mounted at $ 2.9 billion in 2017. It is anticipated to exceed $ 4.3 billion by 2023, for increasing
chocolate intake and growing demand for niche manufactured goods groups like organic
chocolate goods (techsciresearch, 2019). Additionally, the growing emphasis of chocolate
manufacturers on proposing innovative products have increased the market competition and
presence (beverland , 2016).
Competition
The main players working in Australian chocolate marketplace are Mars Australia Pty. Ltd.,
Mondelēz Australia Pty. Ltd., Lindt & Sprüngli (Australia) Pty. Ltd., Ferrero Australia Pty. Ltd.,
Nestlé Australia Limited, Darrell Lea Confectionery Co. Pty. Ltd, Aldi Stores Supermarkets Pty
Ltd. Haigh Pty. Ltd. A.E., J.H. Whittaker & Sons Limited, and Stuart Alexander & Co Pty Ltd
(confectionerynews, 2019).