Marketing Environmental Analysis for Donald's Company

Running head: RESEARCH CASE STUDY REPORT
RESEARCH CASE STUDY REPORT
Name of the Student:
Name of the University:
Author note:

1RESEARCH CASE STUDY REPORT
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................3
Environmental Analysis.........................................................................................................3
A. Micro- environmental factors..................................................................................3
B. Strengths/weaknesses...............................................................................................8
C. Macro-environmental forces.........................................................................................8
Summary....................................................................................................................................9
References................................................................................................................................10

2RESEARCH CASE STUDY REPORT
Introduction
The marketing environmental analysis of the macro environment and the micro
environment has always been considered to be the key of understanding the potential impact
of any of the external national, international or local factors on a small business (De Villa,
Rajwani & Lawton, 2015). All these factors tend to be outside the direct control of the
business owner. However, this paper is going to elaborate on developing a marketing
environmental analysis for Donald’s company. Donald B is a chocolate product market who
owns two stores in Melbourne. The paper shall discuss about the buyer behaviour in relation
to the chocolate products and would analyse the micro environment and the macro
environmental factors that could possibly influence the company in its operation. The main
objective of this report is to assist Donald in growing his business as well as capture high
chuck of the chocolate manufacturing industry.
Discussion
Environmental Analysis
A. Micro- environmental factors
Customers or Buyer Behaviour- The consumer behaviour, particularly with respect to the
purchase making of chocolates revolves around four basic questions and they are- where to
buy, which brand to buy, why to buy and how much to buy (Testa et al., 2016). There is
always a fluctuation in the buying preference of the customers in terms of trends, health and
money. However, the company has always tried to maintain the product quality all through
these years. The behaviour of the customers involves the following key parameters: Product,
Price, Place and Promotion.
Suppliers- Suppliers have the ability to drive up the product and service prices (Elbatran et
al., 2015). As Donald’s company is not dependent on any one particular supplier, therefore,

3RESEARCH CASE STUDY REPORT
the company could be influenced by number of different suppliers of the fundamental aspects
of good or service. It is to note that the more a company depends on the suppliers, the more
power those suppliers hold.
Public- This section includes the employees as well as the various different types of officers
of the very company. They have a significant power to influence the overall business of the
company because it is they who produce and sell the goods and services of a company.
Therefore, the organisation should always look towards satisfying the human resources that
are working in the organisation.
Competitors- The three major competitors for Donald’s company are Nestle, Hershey’s and
Mars Incorporated (Loutskina & Shapovalov, 2017). The Marketing Mix analysis of the
competitors are mentioned below:
C1 (Nestle) C2 (Hershey’s) C3(Mars Incorporated)
 Product  It has a
wide range
of products
ranging
from dairy
products,
chocolates,
beverages,
ready to
cook foods
etc. to suit
various
 The company
offers in its
product
quality,
variety, sizes,
brand name
and design
 It offers a wide
range of
product
including milk
chocolate,
 It is widely
known for its
chocolate
products but
beside this, it
also has
different
segments of
products
including
confectionaries,
Pet care, Food,