Market Strategy Report

Running head: MARKET STRATEGY REPORT
MARKET STRATEGY REPORT
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1MARKET STRATEGY REPORT
Executive Summary
The respective paper is a market strategy analysis report of a confectionary company run by
Donald B. in Melbourne, Australia. Donald B. is a chocolate product manufacturer and his
company mainly sells confectionary items that are chocolate based, mainly cakes, cookies and
chocolate beverages and other chocolate desert items such as marsh mellow. In the market
strategy report, target market including segmentation of the variables, the position of the
company in the market is analyzed with an overview of different market positioning theories and
explaining one positioning approach that can be utilized by the company to increase its sale and
profit.

2MARKET STRATEGY REPORT
Table of Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
Discussion...................................................................................................................................................3
Product Analysis and Market Position.........................................................................................................4
Market Analysis..........................................................................................................................................5
Industry Size............................................................................................................................................5
Industry Trends........................................................................................................................................5
Industry Growth......................................................................................................................................6
Uniqueness of the Products.........................................................................................................................6
Market Segmentation of the Company....................................................................................................8
Market Positioning....................................................................................................................................10
Marketing Mix of the Company............................................................................................................12
Recommendation.......................................................................................................................................13
Conclusion.................................................................................................................................................14

3MARKET STRATEGY REPORT
Introduction
The respective paper is a market strategy analysis report of a confectionary company run
by Donald B. in Melbourne, Australia. Donald B. is a chocolate product manufacturer and his
company mainly sells confectionary items that are chocolate based, mainly cakes, cookies and
chocolate beverages and other chocolate desert items such as marsh mellow. Donald B. also has
certain plans to increase his sales by selling his products through large supermarkets of Australia
such as Coles and Woolworth. Donald B. is ready to compete with his peers inside the nation as
well as in an international and transnational basis. In the market strategy report, target market
including segmentation of the variables, the position of the company in the market is analyzed
with an overview of different market positioning theories and explaining one positioning
approach that can be utilized by the company to increase its sale and profit. The respective
market strategy report would be an introduction and discussion of various market strategy and
positioning theories and recommendations for the most desirable approaches that can be taken by
the respective company to enhance and develop itself.
Discussion
Market strategy or strategic market planning is a continuous process by which the
management experts of a company frames market strategies and implements them for and in the
target market which the company has the aims to cater to (Piercy, 2012). The strategic market
planning observes the position of the respective company in the market and thereby identifies
and recognizes the promotional as well as developmental opportunities of the company and
evaluates the opportunities thereafter (Piercy, 2016). Before beginning with the strategic market