The report analyzes the macro-environmental analysis with the help of Porter’s five force analysis of the confectionery firm. It identifies and explains the key variables in the external environment factors. Further, it identifies the market segmentation and targeting of the industry and the firms on the basis of the products and food items offered to the customers. Lastly, the reports recommends ways in which the firm can maintain its competitiveness in the market and address to the changing needs and preferences of the customers and concludes the report.