Marketing: Buyer Behavior, Micro and Macro Environment, Competitors

Running head: Marketing
Marketing

Marketing
Table of Contents
Introduction.................................................................................................................................................3
Buyer behavior in relation to chocolate products.........................................................................................3
Analyze the micro environment...................................................................................................................4
Competitors.................................................................................................................................................6
Macro environmental factors.......................................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9
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Marketing
Introduction
Donald B is a chocolate product maker and it has own two stores in Melbourne. The company
wants to compete with rivalries in the international market. The firm provides cocoa product,
glazed fruit, confectionery, drinking chocolate, candied nut, marshmallow and candied popcorn
etc. It has been analyzed that Donald B is planning to explore the business activities at
international level. By exploring and expanding the business globally, Donald B is trying to cope
with rivalries in the market. The company provides various chocolate products to the target
audience in order to hit the competitors. Donald B is selling its products with the help of Aldi,
Coles,and Woolworths. In today’s era, the company is maximizing its revenue and returns by
producing innovative and delicious chocolate products. It also focuses on the business level
strategies to develop a dynamic brand image in the international market.
The primary motive of this task is to outline and explain the significance of marketing. The
consumer behavior in relation to the chocolate products has been elaborated in the report briefly.
Apart from this, the paper also discuses about the micro environment factors that could affect the
internal business of Donald B. SWOT analysis is done to analyze and evaluate the strengths and
weaknesses of Donald B. Furthermore, here is the discussion about the competitors of the
company that put direct impact on the business operations and actions. The competitor is one of
the significant parts of the company that should be considered by the company while flourishing
the business internationally. Moreover, macro environment also have been explained in the task.
The macro environment consists various factors such as political, economic, socio-cultural,
technological, legal and environmental factors. These macro environment factors may affect the
business actions and activities adversely. More detail of the task has been discussed below.
Buyer behavior in relation to chocolate products
It shall be noted that consumer behavior is an effective and significant concept which need to be
taken care by the company while selling the chocolate products globally. No company can
survive and grow its business without analyzing and identifying the behavior of the consumers in
the international market (Visschers et al, 2013). Various models have been developed by the
company to evaluate and determine the buying behavior of the consumers widely. The buyer
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Marketing
behavior is affected by various factors such as demographic, geographic, psychographic etc.
After considering these factors, segmentation is done by the company effectively and efficiently.
Mostly girls and kids prefer chocolate products in a large extent. Thus, Donald B needs to focus
on the needs, requirements and wants of these customers. The culture and society within the
community also put impact on the buying behavior of the consumer. Chocolate is a product that
is consumed by mass and it is easy available to everyone (Solomon et al, 2014). The customers
demand for the chocolates according to their tastes and preferences. Along with this, consumers
are sensitive towards the various factors of chocolates such as shape of the chocolate, its
consistency in the mouth, touch and its melting etc. The social factors such as culture, values,
beliefs, and income level also affect the selling of the chocolate products globally. There are
several religion in the world and some restricts many product in the society. But chocolate is that
which is consumed by the people of all the religions. Each and every people love taste and they
prefer to buy the chocolate. Therefore, Donald B may take ample of benefits by selling the
chocolate products to the customers across the world. The psychological factors also affect the
buying behavior of the consumers of chocolates. The psychological factors highly involve
learning, attitude, motivation, and health. Motivation is an effective and significant factor that
drives the sales of the chocolates as if the requirements and desires of the consumers for
chocolate products are high then they will go to buy the chocolates. The company needs to focus
on the income level of the consumers to sell the products in the marketplace. Survey and
research should be conducted by Donald B to analyze and evaluate the behavior of the
consumers in a large extent (Aaker and Biel, 2013). These survey used a questionnaire that
included questions related to the buying behavior and income level of the consumers. The buying
behavior and income level of the consumers is the strong and high product portfolio of the firm.
The success and growth of Donald B is dependent on the buying behavior of the consumers.
Thus, the company should focus on the buying behavior of the consumers to gain competitive
benefits in the competitive market (Sheth, 2011).
Analyze the micro environment
It is noted that micro environment affect the internal activities and operations of Donald B. The
micro environment factors can be controlled by the company successfully. It also may affect the
company’s ability to maintain and develop successful and effective customer relationship in the
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