Marketing Management

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Executive Summary
The research aimed at evaluating the different macro and micro environmental concerns that are
faced by the concerned organization, Origin Chocolates while operating in Australian markets.
The research undertook an industry analysis for identifying the trends and macro analysis
through PESTLE for assessing the business environment in Australia. The report also undertook
an evaluation of the competitors, the customers and the capabilities of the organization in
fulfilling the expectations of the customers. The report summarized the opportunities and threats
of the organization through enumeration of the SWOT analysis. Therefore, the purpose of
undertaking the report is to undertake a complete evaluation of the business market of Australia
and the prospects faced by the concerned organization.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Industry analysis..........................................................................................................................3
3. Macro environment of the organization......................................................................................5
3.1 PESTLE analysis...................................................................................................................5
4. Micro environment analysis of the organization.........................................................................8
Consumer Analysis......................................................................................................................8
Company Analysis.......................................................................................................................9
Competitor Analysis..................................................................................................................11
5. Summary of Analysis................................................................................................................12
SWOT table...............................................................................................................................12
References......................................................................................................................................14
Appendix........................................................................................................................................16

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1. Introduction
The developments that are undertaken by businesses are dependent on the assessment of
needs of the customers. The concerned organization, Origin Chocolate, has taken steps to
develop bean to bar chocolate manufacturing, which are organic, and vegan in nature. It has
helped the concerned organization in gaining a competitive edge in the markets. The report will
take steps to identify the demand of the customers and the market analysis with the competitors
of the concerned business. The report will investigate the macro and micro environments of the
concerned organization and thereby identify the strengths and weaknesses of the business while
operating in accordance to the needs of the customers. The research will be using PESTLE
analysis Porter’s five force analysis and SWOT in order to identify the competitive position of
the concerned company. However, the concerned report will be limited to the strategies that are
undertaken by the same in order to maintain the competitive edge of the business.
2. Industry analysis
The Australian chocolate market is growing at $2.9 billion computed in the year 2017
and is forecasted to grow to $4.3 billion by the year 2023 (O’Kane & Wijaya, 2015). The
growth in the industry is dependent on the changing tastes and preferences of the Australian
customers and their inclination towards organic chocolates. The organic chocolate products held
the niche market in Australia. However, due to the growing health consciousness among the
Australians, the shift from milk chocolates to organic and vegan products have helped in the
development of the organic chocolate industry in Australia. The growing demand for the
premium chocolates has helped the organizations in Australia to develop dark organic chocolate
bars, which has brought about significant change in the chocolate industry. The different changes