Marketing Fundamentals

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MARKETING
FUNDAMENTALS

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Swot analysis...............................................................................................................................3
PESTLE ANALYSIS..................................................................................................................4
STP of Lindt................................................................................................................................5
Marketing mix.............................................................................................................................5
Marketing concept.......................................................................................................................6
Advantage of branding................................................................................................................6
Ansoff matrix...............................................................................................................................6
Stakeholder of company..............................................................................................................7
Business communication.............................................................................................................8
Recommendation.......................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing process is the process to have the proper analysis the respective market level in terms
of their opportunities along with selecting market. The Lindt company’s is being identified as the
second most values chocolates brand in the world. To is one of the most preferred chocolates in
the north America along with European market. In this report there will be major discussion of
campy proper analysis with having proper internal and externals analysis of business
environment. the report has discussion on various marketing positioning along the marketing mix
with making perfect level of decisions. The marketing communication used to have working
which have together increased the level of marketing and sales along with strong branding which
have allowing the multiple products which is allowing major level of premium with proper level
of recruitment.
MAIN BODY
Marketing process is the process to have the proper analysis the respective market level in terms
of their opportunities along with selecting market and developing the marketing mixing
appropriate way in order to have proper level of implementation of marketing strategy which will
help in gaining the competitive level of advantage.
Swot analysis
Strength
The Lindt company’s is being identified as the second most values chocolates brand in the world.
To is one of the most preferred chocolates in the north America along with European market.
With next to that company have absolute prefect quality of product which have major inclusion
of white chocolates which is being mixed with milk and granular ingredients.
Weakness
The company stand with its weakness in its pricing policy as the company products are tends to
very expensive as compares to other chocolate bands which are emerging on the market at global
level. The company have the level of limited sales in respective country as the company has
only having the bunny Easter level of chocolates.
Threat
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The company tends to have faced the high level od stiff competition among its global level of
competitors such as Ferrero Rocher along with low cost chocolates such as Cadbury. The various
level of rules and regulation can be type of barrier in expansion.
Opportunities
Th company has the major level of fan following across various level of developed nation where
the company have the opportunity to expand. The company came out with the less expensive
product which will makes there increase in target lovers. The mergers can be legally the best to
enter into new market with mix up in local brands along with limiting their excess in products
production.
PESTLE ANALYSIS
Political factor
Th company has the major level of fan following across various level of developed nation where
the company have the opportunity to expand. The various level of rules and regulation can be
type of barrier in expansion. the company should be concern about existing level of obesity
levels along with advertising standard authority which will impacts the company.
Economic factor
The market has the existing level of chocolate market having worth of €625 million along with
uneven and uncertainty in countries economic climate. The country has existing level of 12.5%
of corporation tax. There are major impacts of inflation in process od cocoa prices which will
impacts the business of company.
Social factor
Nowadays consumer is getting more concern about their healthy along with increased level of
interest in ethical goods which is impacting the business in the country which is higher level of
population of growth. On the other hand, the chocolate giving gift culture in making business
more prosperous.
Technological factor
The company mostly known of its creativity and innovation which have inclusion of designs,
packaging and taste. There is existence of trust and belief of 170 years in the chocolate making.
In company Conching process for 24 hours to trying to be differentiate from competitors.
Environmental factor
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It s very important to have maintained of environmental regulation as the company is trying to
have major level of efforts in reducing the consumption of water and proper optimisation
transport routes. There should be proper Recycled, recyclable and biodegradable packaging
Legal factor
The company have legal responsibility to have commitment with its quality, qualification along
with proper implementation of rules and regulation in customer orientations. There should be
proper level of fulfilments od the social responsibility and profitability. Safety in the workplace
is very important to Lindt.
STP of Lindt
Segmentation The company have the segmented the market on basis of demographic income
profile along with physiographical segment as the market which is demanding the high level and
quality premium chocolates.
Targeting- The company have targeted the all age group of people the basis of their income
basically the group of middle and upper-class people.
Positioning – The company have positioned itself as the best chocolate makes with best cocoa
along with ingredients which is actuals being used.
Marketing mix
The marketing mix of company in having proper level of brand analysis which have the coverage
o the 4P’s of market development. The 4 P’s are product, price, place and promotion
respectively.
Product
It is available in form of ball or bar in a variety of flavours. Flavours such as extra dark (60%),
milk outside smooth white filling, dark peppermint, hazelnut chocolate, Mocha, Cinnamon,
white chocolate shell with cocoa pieces, peanut butter, Irish cream, almond case, and many more
are available in the product range.
Price
The companies have the factualisation in developing market share as the chocolates market is
pure oligopoly and Lindt is being one of major players. The chocolate comes in various sizes and
shapes, with prices set at the currency exchange norms within various companies.
Place
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As being the old, company has casually faced the World Wars, Economic crisis, challenges to
expand their business worldwide on a great scale. The company have more than 80% of sales
which is taking place out of company. The companies have maintained the subsidiarises along
with different level of distribution centres and strategies outside the home country.
Promotion
Company has been engaging in both print and digital advertising such as displaying posters and
broadcasting video by different level of digital medium. This makes target customers having
experience of chocolate making which is making direct portable connection that will make the
good chance to have converting more of potential customers. The various level of rules and
regulation can be type of barrier in expansion. the company should be concern about existing
level of obesity levels along with advertising standard authority which will impacts the company.
Marketing concept
The market concept of Lindt is the philosophy which is helping to have analysing the various
level of needs of customers along with making perfect level of decisions making which is
making the company gaming compete level of advantage.
Advantage of branding
Branding helps in making the business level of recognition which helps in strong business brand
which helps in branding recognition along with customer loyalty.
The strong branding helps in making the proper level of communications which will helps in
making proper level of analysis in decision making in achieving vision and mission of company.
Branding helps in making appropriate level of strategies in size and quality along with
experience and reliability which is trying is turning be major discussion. The branding helps to
make the brand loyalty which is making the business more level of brain bottom line
management. Strong branding which have allowing the multiple products which is allowing
major level of premium with proper level of recruitment and retention as they have the
backbones which is having major level of strategy business brand.
Ansoff matrix
It is tool which is helping the company to have decide regarding to product and services growth
strategy. This helps in suggesting to have attempts to have growing the dependency on market
with new and existing product into new or existing market.
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Market penetration
It is the growth strategy where the business has the sleekness to sell, he existing level of products
into there new market. In this sector company tries to target new market with their existing
product. The companies have the organising of Christmas lighting event which will directly or
indirectly increase the level of consumption of Christmas products.
Market development
This is bailout selling the exist in products into new market which aims to have introduction into
new market. The product is same but targeted into new market. Lindt is turning trying to be more
chocolates as not changing the recipe in order to increase as per user.
Product development
This helps in enveloping the new level of competencies to have revision of product which appeal
int existing product. The company has the development of excellence chili which have some
level of spiciness in chocolate.
Diversification
It is considered to be growth strategy where the market is new along with new product. This is
considered to be intradiscally risky with have little level of experience or no expertness as
moving into new market.
Stakeholder of company
They are considered to be the party which is giving interest in company development or mays be
affected by the level of decision making of business. they have the duty to the owner or owners
the money or assets once the right to legal possession is established by judgment or agreement.
Internal are the one who have been committed to have proper serving to company as board
members, staff, volunteers, and/or donors. The internal one has the voting right which is based
on number of shares that’s is being owned by them to company. On the other hand, the external
one is who are interested in company but not have ants’ type of participation in companies’
management. They are considered to be indirectly affected by the decision making in business.
The former and latter one is considered to primary and secondary stakeholders respectively.
Internal Stakeholder of Lindt
Internal stakeholders include owners, investors and employees which have the consideration of
financial stake and direct relationship with respective to company development. They have
involvement in making strategy, plan, program, project, product or process.
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External Stakeholder of Lindt
They are such as customer along with bankers who have sharing of goals and interest which
are considered to be outside partners. This have inclusion in impacting regulation and media
recognition from point of view of companies in naysaying the performance of Lindt company n
respective to have effectiveness and efficiency.
Stakeholder of company affects the decision making of company.
Customers are considered to be most important art for development of company. the company’s
is having primary consideration towards there customer to have providence of best offering of
product and services to their respective customers.
Employees Managers who treat employees fairly typically receive greater loyalty and
commitment. Managers also have to address growing workforce diversity in establishing human
resources practices.
Communities makes manager to have decisions which is considered to be overall in order to
have gaining favour of respective their communities. This also help in maintain proper level of
management in term of ethic and values along with involvement in local events and charitable
giving programs.
Business communication
Business communication has been considered as important past in development of the company
in more of exchanging information in order to have promotion of organisational goals along with
development of objective and purpose. This will help the Lindt to have increase in level of
profits withing the company and overall further development
Business communication model are helping the business in order to be developed in certain order
to have development in respective manner. Shannon and Weaver’s Information Theory
Model has clear indication that process start with brain of sender. Then the concept turns into
message and send to receiver with some certain level of medium. After being message received,
the respective reaction sent back by receiver to sender with some sources. This model has
inclusion of transmitter inform perceivable signal. This model have inclusion about feedback
which is an important part of modern model of business communication.
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Integrated level of marketing communication helps in proper level of refereeing along with
indication all methods with level of brand promotion along with promoting particular level of
product of services as long as targeting customers. There is all aspects of marketing
communication used to have working which have together increased the level of marketing and
sales which have impacted the increased the level of sales and maximum level of effectiveness in
cost.
Promotion used by company
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The company is free sampling and as promotion or discount offers which has been not advertised
in web services. The company have used the online medium have the promotion of the company
product. This level of promotion techniques ins amassing several levels of advantages which is
making the decision making in business. This have several levels of advantage which is ben
associated with company development as Some deals/savings sites will disseminate unauthorized
or expired savings codes. On the other hand, the official site of company has nor listed the level
of receiving a special offer email with a promo code.
Recommendation
The company should have level of diversification over there product along with widening the
range of their respective potential’s customer to market development strategy.
The company can have the core purpose to export the premium quality of swiss cholates all over
the world to have major gaining of competitive advantage in developing company strategy.
The company should have promotion techniques in making several levels of advantages which
is making the decision making in business.
Strong branding which have allowing the multiple products which is allowing major level of
premium with proper level of recruitment and retention as they have the backbones which is
having major level of strategy business brand.
CONCLUSION
From the above report it can be concluded that The Lindt company’s is being identified as the
second most values chocolates brand in the world. To is one of the most preferred chocolates in
the north America along with European market. The company came out with the less expensive
product which will makes there increase in target lovers Nowadays consumer is getting more
concern about their healthy along with increased level of interest in ethical goods which is
impacting the business in the country which is higher level of population of growth. Customers,
Employees and Communities makes manager to have decisions which is considered to be overall
in order to have gaining favour of respective their communities. Promotion techniques ins
amassing several levels of advantages which is making the decision making in business.
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Reflection
This projects as been a wonderful experience in developing the successful business project with
having proper level of understanding in regards to company aspects. With development of this
project I was able to developed a clear understanding regarding veracious level of tactical
communication tools with making the business project easier to interpreted. For making
company internal and external analysis. I have performed pestle and swot one which has made
the company’s decision which is being impacted with various factor along the surrounding. I
have analysed that company is mains business. I have understood companies’ strength and
opportunities which will make business smote level of prospective development in company.
The company have absolute prefect quality of product which have major inclusion of white
chocolates which is being mixed with milk and granular ingredients. This helps in making me
proper undersign in relation of development of communication skill developed. I have also made
a level of dense improvement in presentation skill. In this project communication model and
Ansoff matrix. This is making the development of various ideas companies have the organising
of Christmas lighting event which will directly or indirectly increase the level of consumption of
Christmas products which has made me more interesting to create the project of this company.
With development of this project I was able to developed a clear understanding regarding
veracious level of tactical communication tools as promotion techniques ins amassing several
levels of advantages which is making the decision making in business. I have developed a grates
understanding that Managers who treat employees fairly typically receive greater loyalty and
commitment. Managers also have to address growing workforce diversity in establishing human
resources practices. I have understood that Employees and Communities makes manager to have
decisions which is considered to be overall in order to have gaining favour of respective their
communities. Promotion techniques ins amassing several levels of advantages which is making
the decision making in business.
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REFERENCES
Books and Journals
Online
Bergmann, E., 2016. Market selection and Market entry decisions for foreign markets. Lambertz
GmbH & Co. KG's gingerbread. GRIN Verlag.
Bergmann, E., 2016. Market selection and Market entry decisions for foreign markets. Lambertz
GmbH & Co. KG's gingerbread. GRIN Verlag.
Winkelmeyer and et.al., 2016. Monitoring tempered dark chocolate using ultrasonic
spectrometry. Food and bioprocess technology, 9(10), pp.1692-1705.
Llobet Fábregas, D., 2019. Brand valuation. A case study on Lindt & Sprüngli (Master's thesis,
Universitat Politècnica de Catalunya).
Ramli, N.S., 2017. A review of marketing strategies from the European chocolate industry.
Journal of Global Entrepreneurship Research, 7(1), p.10.
Manzini, R., Lazzarotti, V. and Pellegrini, L., 2017. How to remain as closed as possible in the
open innovation era: the case of Lindt & Sprüngli. Long range planning, 50(2), pp.260-281.
Arning, C., 2016. Becoming a commercial semiotician. Semiotica, 2016(213), pp.345-363.
Voinov, A., and et.al., 2016. Modelling with stakeholders–next generation. Environmental
Modelling & Software, 77. pp.196-220.
Omeje, K., 2017. High stakes and stakeholders: Oil conflict and security in Nigeria. Routledge.
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