Analysis of Chocolate and Confectionery Industry in Australia

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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MARKETING MANAGEMENT
Executive summary
The purpose of this report is to analyze the chocolate and confectionery industry in
Australia, the trends and the changes in the consumer tastes and preferences in the market and
the ways in which the changes in the consumer tastes and preferences impact the profitability
and growth of the confectionery and chocolate firms. 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.

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MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Macro environmental Analysis........................................................................................................3
Marketing segmentation and targeting............................................................................................5
Recommendations and conclusion..................................................................................................6
Conclusion...................................................................................................................................6
Recommendation.........................................................................................................................7
References........................................................................................................................................9

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MARKETING MANAGEMENT
Introduction
The industry of chocolate and confectionery has been facing various challenging due to
the changing in the consumer taste and preferences since the past five years. The Customers are
becoming highly health conscious. They are increasingly conscious about the amount of sugar
content and fat in the foods. These trends have negatively impacted the chocolate and
confectionery industry. The increasing trend of health consciousness among the customers has
put a strain on the growth rate and profitability of the organization (marketline.com. 2019).
Increased public awareness about nutrition and health has affected the confectionery products
and chocolates. The purpose of this report is to analyze the macro environment of chocolate and
confectionery shops, the impact of the key variables. It determines the market segmentation and
target customers of the organizations on the basis of product offered to each segment. Further, it
recommends way to address the problems and issues faced and conclude the report.
Discussion
Macro environmental Analysis
It has been analyzed that the increase in the trend of health consciousness among the
customers have negatively impacts the industry’s revenue. According to Fedoseeva (2013), there
has been increase in the real household disposal income of the consumers; therefore there are
high chances of consumer spending on the confectionery food items and chocolates. There has
been increase in the demands from food product manufacturer which results in greater demand
for the confectionery and chocolate industry. There has been rise in health consciousness among
the customers; they have opted for premium, healthier and more sustainable food products