Marketing Strategies and Environmental Considerations

The assignment discusses the importance of understanding consumer lifestyles, culture, and values in delivering products to stores. It also highlights the need for companies to offer different products, establish trusted allocation channels, and promote quality products. The study emphasizes the significance of environmental factors, recycling issues, and proper packaging in modern business operations.

Marketing Environment
1

Table of Contents
Introduction................................................................................................................................3
Discuss the buyer behaviour in relation to chocolate products..................................................4
Analyse the Internal environment..............................................................................................5
Summarise the likely competitors..............................................................................................7
Analyse the macroenvironment..................................................................................................8
Conclusion................................................................................................................................10
References................................................................................................................................11
2

Introduction
Marketing environment is marketing terms usually referred towards the factors and forces
which affect a company’s ability to maintain and build positive and sturdy relationships with
the customers. The marketing environment of a company consists of macro and micro
environment. The macro environment factors comprise the social, economic, legal, and
political along with the technological and demography forces. The internal factors of the
company include the factors such as employees, customers, retailers, distributors and
shareholders. In simple terms, it is the collaboration and the combination of the internal and
external factors and the forces which impact the ability of the company to serve its customers
and to establish a relationship. The marketing environment impact the organisation’s ability
to develop successful transactions and relationships with the consumers.
This marketing environment analysis will be done on Donald B. The study will first
discuss the buyer’s behaviour towards the chocolate products. After that, the study will
analyse the microenvironment and its possible customers. Apart from these, the study will
also identify the possible rivals for Donald B and what they offer to their customers. At last,
the study will summarise the society wide influences towards the chocolate products.
3

Discuss the buyer behaviour in relation to chocolate products.
The buyer’s behaviour or consumer’s behaviour plays the most vital role in increasing the
economy of the country, nationally or internationally. The decisions consumers made for the
products affects the consumption behaviour of that product(Perrault, 2014). It also has an
impact over the demand of raw materials of the company in terms of banking, transportation,
production, deployment of materials and also worker’s employment. To attain and achieve
objectives in the market, it is necessary for the marketer or the producers to understand likes
and dislikes of consumers or buyers(Milisavljevic, 2013). As a product, chocolate is
considered as the most tempting product in compare to any other material, chocolate is
believed to be the most stimulating and soothing item. So, the question arises that what
makes chocolate the most popular and high usable item among the consumers(Perrault,
2014). It is observed that the wrapper or the packaging of chocolate product is the initial
thing that attracts the most to consumers. Chocolate Producer Company like Donald B has
designed different packages as the matter of setting them away from their rivalries. In this
chocolate industry, packaging is the most significant and vital thing. Packaging in the firm is
designed with a motive to suit various occasions, attract different social class and
differentiate between various brands. the theory of packaging to attract the buyer and to
observe the buyer’s behaviour is quite simple as the package designed for chocolate interacts
to consumers and also inspires their buying decision(Hassan and Craft, 2011). It is also used
as the competitive tool by the chocolate producer industries. The packaging of this item
attracts different divisions of individuals in terms of personality, gender and class.
On the basis of recent investigation, it has been observed that chocolate brand in
Australia has the large consumption value of chocolates that includes kids, teenagers and also
young- age people. Before chocolates were known to be quite expensive item, but now it has
become affordable by all(Milisavljevic, 2013). Many chocolate brands in Australia make
chocolates in different sizes and pattern which are priced accordingly. For the reason of
enhanced social consciousness among people and society every person prefers gifting well-
designed or well-packaged chocolate instead of sweets on any fests or occasions(Mirković
and Kulina, 2016). Through taking benefits from this condition, the top chocolate producer
like Donald B is now focusing upon the packaging of chocolates in well-designed and
innovative designed.
4

Apart from this, if considering the buyer’s characteristics chocolate is basically not
comes under the necessary items and it completely provides delight(Lamb, Hair and
McDaniel, 2012). Therefore, it depends on people to people that in what quantity they need to
spend upon their delight only. Also, if considering the decisions process of buyers, the kids
are the main and major target for the marketers and producers. chocolate producing firm like
Donald B always makes efforts to appeal kids with innovative advertisements, however
eventually the purchaser or consumer decides whether to buy or not(Mirković and Kulina,
2016). So, it totally depends upon the buyer’s quality, essentiality to buy the item and
income. If considering buyer’s response towards the product, then the kids are the main users
of the item and parents are more concern for the brand as only brand gives standard
satisfaction to buyers. If considering the choice of item, then chocolate is only the matter of
enjoyment and taste, so buyers are more desirable to select from a variety of ranges
available(Lamb, Hair and McDaniel, 2012). Even the amount of buying it also fully depends
upon the capacity of users and upon desire that in what quantity they want to enjoy those
items. Thus, buyer’s behaviour is fully depends upon the buyer’s tastes, capacity, and
enjoyment level to spend in chocolate and also upon the occasions.
Analyse the Internal environment
As per the given case scenario, Donald B imposed a very wealthy working culture in its
operations which encourages their workers to supply best product to its consumers and it also
provide a huge mixture of the products range(Factors Influencing Customers, 2016). Donald
B has considered the profit of the workers as the aim of the association and the executives of
the organisation powerfully believes that the output, dependability and superiority comes
when employees of the company look into the company’s matters as their own. The
dissimilar units of the concern work contributes in the expansion of the association and these
sections not only meet the consumers demands and requirements in acknowledgement but as
well maintains the similar sort of awareness for consumers of Donald B(Factors Influencing
Customers, 2016). According to Donald B, if customers are pleased with the products of the
company, then company will be able to meet the supply demands of the customers.
The management department of the Donald B carries out the best values and
principles of the industry. The department provides strong and sturdy focus to loyalty,
integrity and group work(Donnelly, Harrison and Megicks, 2009). The well-organized
managing of the corporation is capable to run, operation, logistics, finance, sales, R&D unit
5

of the units with great achievement which in the end leads to the achievement of the
objectives of the association.
Suppliers: The suppliers of a company provide the required raw materials and resources,
unfinished goods and required labours of the company. The effectiveness of the business
regarding the production of the goods is determined by the effectiveness of the suppliers
(Babin and Zikmund, 2016). Apart from that, the quality of the finished goods of the
company has a very strong connection with the suppliers, mainly in the case of food products.
As there are many chocolate producing companies in the world, it is a challenge for the
Donald B to maintain its standards and to provide a consistent quality in its products.
The suppliers of the company can be divided into two categories namely the labour
suppliers and the material suppliers(Baines, 2013). The labour suppliers of the company deal
with the quantity of the labour, to produce the optimum level of demand, and also to avoid
the loss of the workforce. The skill of the workforce are sustained by the labour suppliers and
the labours of diverse abilities are administered in such a way that functions of the company
can be run smoothly and with less retention rate of the workforce.
On the other hand, the material suppliers of the company handle all the required
resources of the company(Choi and Kim, 2015). Donald B is in food segment and thus
quality of its product plays a very important role in the success of the market. The stated
organisation has preserved very high quality competence in the managing of the quality and
quantity of its both different suppliers.
Customers: Donald B is relatively very new in chocolate production. There are many
chocolate producers available in the marketplace. The customers of the company are main the
people between 15-30 years of age. This age group tries chocolates of different companies
and Donald B can grab people with this age bar as their main customers. Providing quality
and unique chocolate products will be the best option for attaining new customers.
Market Intermediaries: The market intermediaries of an organisation help in advertising,
selling and distributing the products of the company to its end consumers. The physical
delivery system of the corporation decide the medium through which the products of the
company will reach to its targeted end customers(Foxall, 2013). The marketing service
department of an organisation assist a firm in endorsement of the products and could also act
6

as a interaction mean between the consumers and the organisation (Crawford, 2007). If
Donald B sells its products through Coles and Woolworths, they will be considered as market
intermediaries. Both of the states retail giants holds significant amount of market in Australia
and Donald B can use image of these companies in highlighting its products through them.
Both these companies can help the Donald B in laying out its products to its end customers.
Summarise the likely competitors
Competitors can be distinct as any individual or body which is an opponent against another.
In commerce industry, an organisation in the same manufacturing or similar business that
offer similar products or service is called competitor. The occurrence of one or more rivals in
the market can decrease the price of the commodities as all corporations tend to increase their
respective marketshare. For Donald B, there are several competitors who are world leaders in
providing quality chocolate products. Some of the competitors of Donald B are:
Nestle: Nestle has clear advantage over Donald B due to its occurrence in Australia for over a
century. Nestle has been considered as the most organised organisation in food sector. Nestle
has been able to set up a very strong and sturdy goods and distribution channel and huge
retail network in the country(Perreault, 2014). The stated organisation provides chocolate
products such as Caramac, Crunch, Milkybar, Munchies, Walnut Whip, Yorkie etc. The
Nestle milk chocolate is very famous in Australia which has a very delicious taste for its
customers to savour. Nestle targets all age groups of people as it provides different chocolates
to different age groups.
Cadbury: Cadbury is the whole world of chocolaty fun and is the most attained and loved
chocolate brand in the world. It is the one of the most trusted and biggest chocolate brand in
the world. The target group of the company are the children and families belong to the lower,
middle and upper middle class(Lamb et al., 2012). It is poisoned in Australia and all over the
world as the sweet for happy occasions or for auspicious beginnings. The most loved brand of
chocolates in Australia is from Cadbury. It offers different product such as Temptations,
Oreo, Dairy Milk, Bournvita, Perk, 5 Star, and Gems.
Donald D in order to expand its market has to offer different products to its customers
as its competitors have very strong presence in the market. Donald B has to setup a trusted
and good allocation channel and an enormous trade network. The belief and values of The
7

Company should be aligned with the corporate objectives. The employees need to be
encouraged so that quality products could be made by the company.
Analyse the macroenvironment
PESTEL ANALYSIS
The marketers use a frame to observe and examine the external marketing environment
factor’s impact on the organisation which is known as PESTEL analysis. The result
approached by the analysis helps in identifying the threats and analysis of the marketing
process.
Political Factors
Donald B has just two stores in Melbourne. However, it has started supplying its chocolates
to various retail company chains such as, Coles and Woolworths, Alde options or creating
high end specialty stores. These branches have branches in several regions of
Australia(Donnelly, Harrison and Megicks, 2009). Other political factors are government
policy, political steadiness or unsteadiness in foreign marketplacess, foreign trade policy,
trade restrictions, tax policy, environmental law, labour law and so on. Hence, the rules and
regulations are different in various regions. Therefore, Donald B should start focussing on
several political features like import duty excise, taxes, permission from the local government
to enter in the desired areas and also maintain their hygiene level as required by the regulated
bodies(Donnelly, Harrison and Megicks, 2009). The company is aiming at international level
marketing. Therefore, the company should aim at maintaining their hygiene standards as well
as adopt international level regulation.
Economic factors
Various regions in the country have their different level of development. The development is
the main factor in the difference in the economy. Therefore, there is a need of setting
different economic policies for different targeted regions. The other economic factors
comprise rates of interest, exchange, inflation and many more. These factors have been
further broken in two major factors(Blythe, 2016). Macro- economical factors comprise of
management demand in any ratio of economy. The main mechanism used by government are
used rate control, government spending and excise policy. Micro economic aspects comprise
of how people spend their income. The buying power and the inflation rate determine the
8

price of the products. Therefore, Donald B should make an analysis report frequently to keep
an eye on the inflation rate of the region as well as their income rates.
Social factors
The business operations are highly affected by the thoughts and beliefs of the consumers. It is
very important for the company Donald B to understand the lifestyles, culture and values of
the local customers and deliver the required products to their stores(Blythe, 2016). The
company has now maintained its perspective in their stores in Melbourne. The company has
also laid emphasis on the change in the taste and attitude of the customers and hence,
delivered their goods(Foxall, 2013). The company has good reputation in evaluating and
understanding the real dynamics and relations with the local customers. However, the
company has decided to provide goods and products to retail companies internationally.
Therefore, the company should maintain strong values and principles that will help them in
building trusts with the customers internationally.
Technological factors
The opportunities to develop new products and improve the existing products are provided by
technology. Emphasis should be laid on internet and E-commerce in order to attain the
company objectives. Therefore, Donald B has been using the technology to maintain their
databases by the help of software. The direct interaction between the consumer and
consumers has been narrowed by the aggressive use of internet. Therefore, the company
should start accelerating innovation by the help of technological advancements. The company
should also start installing contemporary plants to meet the global standards by the help of art
of technology.
Legal Matters
Legal factors comprise of the legal environment attained by the organisation and the
influence of this environment to influence its production to meet the demands of the
customers. In the stated case, Donald B follows the health and safety laws as mentioned in
the companies Act and also maintains the quality and hygiene of the products to be delivered
to the customers.
Environmental Matters
9

Now days, the whole world has come together in the name of clean environment. Donald B
needs to set up rules and regulations to enhance the quality of the product with environmental
friendly operations. Different countries have their environmental rules, therefore, the
organisation needs to follow them significantly and also put considerable attention towards
social contribution(Foxall, 2013). The other concerns that need to be dealt with are the
recycling issues and proper packaging.
Conclusion
In conclusion, it can be said that the business operations are highly affected by the
thoughts and beliefs of the consumers. It is very important for the company Donald B to
understand the lifestyles, culture and values of the local customers and deliver the required
products to their stores. The company has now maintained its perspective in their stores in
Melbourne. The study analysed that Donald D in order to expand its market has to offer
different products to its customers as its competitors have very strong presence in the market.
Donald B has to setup a trusted and good allocation channel and an enormous trade network.
The belief and values of The Company should be aligned with the corporate objectives. The
employees need to be encouraged so that quality products could be made by the company. It
has also been found in the study that the management department of the Donald B carries out
the best values and principles of the industry. The department provides strong and sturdy
focus to loyalty, integrity and group work.
10

References
Babin, B. and Zikmund, W. (2016). Essentials of marketing research. 1st ed. Boston:
Cengage Learning.
Baines, P., Fill, C. and Page, K. (2013). Essentials of marketing. 1st ed. Oxford: Oxford
Univ. Press.
BALOGH, T. (2009). The budget: B. The budget proposals and the technical
progress..Bulletin of the Oxford University Institute of Economics & Statistics, 6(7),
pp.104-107.
Blythe, J. (2016). Essentials of marketing. 1st ed. [s.I.]: Pearson Education Limited.
Choi, C. and Kim, K. (2015).Marketing Management in Social Network Platforms:
Segmentation, Targeting and Positioning. Global Fashion Management Conference,
1(5), pp.97-102.
Crawford, J. (2007). Product Innovation: Leading Change through Integrated Product
Development by David L. Rainey. Journal of Product Innovation Management, 24(2),
pp.188-190.
Donnelly, R., Harrison, G. and Megicks, P. (2009). The Marketing Planning Process. 1st ed.
Burlington: Elsevier.
Factors Influencing Customers.(2016). International Journal of Science and Research (IJSR),
5(1), pp.1429-1433.
Foxall, G. (2013). Intentionality, symbol, and situation in the interpretation of consumer
choice. Marketing Theory, 13(1), pp.105-127.
Hassan, S. and Craft, S. (2011). An Examination of Global Market Segmentation Bases and
Strategic Positioning Decisions. International Business & Economics Research
Journal (IBER), 3(9).
Lamb, C., Hair, J., and McDaniel, C. (2012). Essentials of marketing. 1st ed. Australia:
South-Western Cengage Learning.
11

Milisavljevic, M. (2013). Value oriented strategic marketing. Marketing, 44(4), pp.299-309.
Mirković, M. and Kulina, D. (2016).Marketing Communications as Important Segment of the
Marketing Concept. ECONOMICS, 4(1).
Perreault, W. (2014). Essentials of marketing. 1st ed. [s.I.]: Irwin Mcgraw-Hill.
12