Marketing Environmental Analysis PDF

Running head: MARKETING ENVIRONMENTAL ANALYSIS
Marketing Environmental Analysis
[Donald B]
Name of the student:
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1MARKETING ENVIRONMENTAL ANALYSIS
Table of Contents
Introduction:....................................................................................................................................2
Background:.....................................................................................................................................2
Macro-environmental Factors:.........................................................................................................3
Micro-environmental Factors:.........................................................................................................6
Direct & Indirect Competitors:........................................................................................................9
Consumer Behaviour:....................................................................................................................10
Bibliography:.................................................................................................................................13

2MARKETING ENVIRONMENTAL ANALYSIS
Introduction:
The topic basically examines the market environment for ‘Donald B' that operates
through wholly-owned stores in Melbourne. It currently produces chocolates containing milk
ingredients. The success that they have achieved so far, had encouraged the management to think
of expanding the business to get better exposure to a much wider market and hence, the revenue
growth. Plans are in place to move to other parts of Australia and also in different other markets
at the global level. The study is purposefully aimed at understating the various factors which can
potentially influence the business both in positive and negative ways. Such factors do lay the
foundation of strategy making which is important prior to any such business expansion. The
study covers the background information on the topic, both macro & micro-environmental
analysis, competitor analysis and the consumer behavior for chocolate confectionery.
Background:
‘Donald B’ is a Melbourne based company which is specialized in chocolate making.
They have their existence limited just to two wholly owned stores in Melbourne; however, they
have been a potential choice for customers in areas where the stores are based. Chocolate related
products are expected to be much in demand in Australia in the nearing future.
There are several factors like the market trends and foreign chocolate brands entering in
Australia, which is making up the platform. People are now educated about the benefits and the
harmfulness of having chocolates. They have pre-established beliefs on the benefits of having
milk. Additionally, chocolate is now identified as good for health. This is for such reason milk
chocolate is more preferred over other types of chocolates like the dark and white chocolates
(Vecchio & Annunziata, 2015).

3MARKETING ENVIRONMENTAL ANALYSIS
The other trend which is helping the chocolate industry to grow is an incrementing participation
of foreign brands such as Nestle, Krafts Foods, Ferrero Group and others which are entering
Australia (Gallo, Antolin-Lopez & Montiel, 2018). The entrance is helpful in regards to the trend
as people get to know the various flavors offered by a number of different chocolate making
companies. This is also true that the increasing number of companies will possibly enhance the
market competition as customers have wider options and can easily find the best taste for their
desire (Gallo, Antolin-Lopez & Montiel, 2018). The best taste can be from any brands which are
why it is necessary that brands compete with each other in producing best taste to customers.
This also means that the Australian chocolate manufacturing business will have enhanced
competition and hence, there is very less place for any operational flaws from competitor
companies (Hackenesch, 2017).
Macro-environmental Factors:
Political-
There have always been government involvements in the chocolate making industry. The
involvements were being majorly due to the harmfulness of excessive consumption of
chocolates. Chocolates if being consumed excessively can supply the calories more than 250
which is as identified at the universal level, is not good for health (Miah et al., 2018). Calorie
intakes in excessive amounts may contribute to obesity which is not less than an epidemic in the
global societies.
Likewise, the Australian government has more or less the same attitude for chocolates and
related products. They have kept on discouraging the excessive consumption of chocolates as
these are rich in calorie. There have been a few health-related campaigns and media reporting