The micro and macro environment of Donald B

The report will evaluate proper buyer behaviour in relation with its chocolate products, the micro and macro environmental factors are been analysed and proper summary of competitor management is been carried out for placing the target (Ryan, (2016). Discussing the buyer’s behaviour in relation to chocolate products of Donald B As chocolate is one of most popular and looked after product all over the world, it forms a major part of food market. Firms owned by Donald B are required to analyse and assess the effective buyer's behaviour

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Discussing the buyer’s behaviour in relation to chocolate products of Donald B.............1
2. Analysing the micro environment (the relevant public, the suppliers and the marketing
intermediaries) for firms of Donald B....................................................................................3
3. Summarise the likely competitors, what they offer and who they seem to target..............4
4. Analyse the macro environment. What are the society-wide influences on chocolate
products?.................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing plays a very deep and crucial role in promoting and managing customers’
requirements and services in an effective way. The promotional activities which are been taken
in consideration by an organisation will support proper rise in its revenue and managing of its
business operations (Garnica & Viveros, (2017). The selling of a product will be dependent on
extent of efficiency in marketing planning and its execution. The suitable management of
different environmental factors and their impact is been analysed for setting up of appropriate
strategies and actions for an organisation. The present report is been presented in context of
Donald B's chocolate stores. The report will evaluate proper buyer behaviour in relation with its
chocolate products, the micro and macro environmental factors are been analysed and proper
summary of competitor management is been carried out for placing the target (Ryan, (2016).
MAIN BODY
1. Discussing the buyer’s behaviour in relation to chocolate products of Donald B
As chocolate is one of most popular and looked after product all over the world, it forms
a major part of food market. The chocolate consumption has increased to its all-time high in
recent period due to various events and developing of practice of gifting it. The chocolate
industry has a rough estimation of £1.2 billion across the globe. Thus, such factors are required
to be managed and evaluated by many smaller brands or companies like that of Donald B. This
will help in increasing their scope and support in management of business actions and activities.
Firms owned by Donald B are required to analyse and assess the effective buyer's behaviour in
order to improve the quality of products and services. As chocolates are consumed on regular
basis in Australian continent, it forms a major and effective market for the firms of Donald B. It
will allow him to sale its products or chocolates in precise, and gain a good amount of revenue
(Bamossy & Solomon, (2016).
Thus, in order to maintain operational efficiency and functioning, Donald B has to
analyse and evaluate their buyer’s or customer’s behaviour and perception towards their product
and chocolate as a whole in order to develop specific strategies and market plan. A good
customer attitude assessment will help the organisation to have high market share and
profitability. In order to carry out the market analysis, management of Donald B will carry out
appropriate assessment or evaluation methods that will include following factors:
1

 Developing an effective advertisement: A good advertisement or promotional activity
will help the cited business entity to handle and manage business organisations and their
activities in an effective way. Innovative and engaging ads will help a company like
Donald B's chocolate firms to gain a customer base (Baker, M. J. (2016). It also supports
in the generation of high amount of revenues. This will help in improving the brand
image and customer’s loyalty which will lead to increase its productivity in a significant
manner.
 Customer's specifications: Management of Donald B will also see through the buyer
specifications. As females and kids are fond of chocolates, the firm can adopt an
appropriate strategy to set them as a target customer base. Besides this, they are more
concerning audience and thus, they will be curious about the products manufactured by
chocolate manufacturer.
 Developing a brand preference: This will include making appropriate strategies and
actions which will help in improving the product and service quality. It assists the firms
owned by Donald B to have a good customer satisfaction level that will lead them to
choose Donald B's products over their competitors (Andrews & Shimp, (2017). Besides
this, it will also support in increasing the market share and thus, improves their
performance and quality of products and services.
 Increasing the product portfolio: The firm of Donald B has to see through the approach
of increasing its product range in order to cater more audience. The firm already sells
confectionery, glazed fruits, drinking chocolates and marshmallows. This will help in
increase in handling the actions and strategies to a greater extent.
All these measures or activities will help in improving product’s quality and services that
will help in increasing customer’s positive perception and loyalty towards the firm. Proper
development of a buyer's behaviour will help chocolate firms to improve their product’s quality
and have a sustainable market share (Lusch & Vargo, S. L. (2014). Besides this, the
collaboration with many major retail entities like Coles and Woolworths or Aldi will also help in
increasing the customer base for chocolate firm. Also, the firm will have a good amount of
revenue and customer satisfaction level.
2

2. Analysing the micro environment (the relevant public, the suppliers and the marketing
intermediaries) for firms of Donald B
A chocolate manufacturing firm like that of Donald B will have various internal or micro
environmental factors that will affect its performance to a high extent (Scott, (2015). These
factors or elements are required to be managed and evaluated in an effective and significant
manner. In order to manage the business actions and activities effectually, their evaluation will
be performed. The management of cited firm will look after proper assessment of these micro
environmental factors in order to manage overall functionality and handling of business activities
in a better way. This assessment will also support an organisation to manage their business
operations and activities in a significant manner. Also, it will assist the firm to formulate a good
and customer specific strategy that will help in increasing service quality of an organisation. The
effective assessment of different environmental factors are as follows:
 Competitors: This is a major factor that is required to be taken into effective
consideration by an organisation. The competitors or rivals of Donald B will see through
the effective handling and meeting of operational goals in order to sustain within market
(McDonald & Wilson, (2016). As chocolate industry is one of the largest markets in
world, the firms are susceptible to face severe and stiff competition from major brands
like Cadbury and Hershey's. Thus, in order to kerb down losses due to competition,
management of Donald B's firms has to plan a specific market and business strategies to
sustain in an effective way. It will also improve overall performance of firm and handle
their business operations in a significant manner.
 Customers: also known as relevant public for a business entity, it will help in increasing
the sales and revenue for a firm a trade entity has to take appropriate measures to meet
customers demands and actions that causes the organisation to handle the business
activities in a better way (Strauss & Frost, (2016). The customer will look after the proper
products and services from the firm like that of Donald B and on getting appropriate
value for money, becomes loyal to firm. The organisation has to look after the
appropriate measures in order to meet their clients or customers requirements. In order to
have a good accessibility and idea about their buyers needs and demands, the team of
Donald B's firms has to perform extensive market research to develop innovative
products.
3

 Suppliers: They play a very important role in carrying out of a business activity or
action. The firm has to look after the proper management of business operations and
activities which will help in improving the product quality and services in a better way.
They will provide the most important raw material to make products. Thus, the
management of Donald B's firm will look after the appropriate management of strategies
and actions to maintain a good relation with their suppliers. Other than this, proper
negotiation has to be carried out between the company and suppliers in order to have a
proper share of revenue.
 Public: this consists of general people which is interested within a customer's growth and
development. They consist of stake holders and investors who will look after the proper
management of business operations and activities that will help in increasing the overall
performance and revenue level of a cited business entity (Babin & Zikmund, W. G.
(2015. They will also encourage the management of both firms of Donald B's to adopt
appropriate growth plan and strategies to increase their performance on a wider scale.
Donald b has to look after in providing them with adoptive satisfaction level that will
help in improving their performance and create a good will with its stake holders,
investors, suppliers and buyers.
 Marketing intermediaries: they are the smaller or medium scale firms that will help in
promoting, selling and distribution of goods to their consumers. They act as the middle
man between their customers and the company. This will help in contributing to the
needs and demands of the business operations and actions that will help in proper
handling of the various operations and thus will help in contributing the business
operations and activities to a greater extent. This will help in increasing the functionality
of a firm in a better way. They will seek for some commission or share in profit in order
to promote the company and its products. They will decide and implement a marketing
strategy that will help them to improve their performance and actions of Donald B's firm.
3. Summarise the likely competitors, what they offer and who they seem to target.
The effective assessment of the competitors and their management is the major problem
that is to be faced by a business entity. The firms of Donald B's will face a stiff and critical
competition from many confectioneries and chocolate firms that are operating on the local as
well as international level (Shaw, (2016). These companies will impact the performance of a
4

business organisation to manage their business activities and actions. There are various market
sub segments within the chocolate industry that has created a stiff and significant competition in
activities and actions that are been taken in consideration by organisation. It will support the
organisation to handle the business activities and operations in an effective and significant
manner.
These chocolate firms like Cadbury and Hershey's plays a very deep and influential role
in market and also may impact the customer base of an organisation to a greater extent. They
provide a wider range of products related to confectioneries like drinking chocolate,
marshmallows, nuts and sugar candies etc. other than the chocolate segment. This will be a deep
and critical part for Donald B's firm. This will cause the organisation to develop a better and
effective product range that will cause the firm to handle the business operations and activities in
a better way. This will help the organisation to grow and develop in an significant manner in a
market. He has to handle the business operations and actions in a better way that will help in
suitable rise in handling of their trade activities and actions (Brown, (2016). Besides this, the
firms has to carry out effective marketing and sales strategy which will cause the organisation to
handle the business activities and actions in a better way. This will help the organisation to
manage an effective marketing strategy which will help the firm to grow and develop in an
effective way.
4. Analyse the macro environment. What are the society-wide influences on chocolate products?
The macro environmental factors will lay a very deep and significant impact on the
performance and increase in the performance of firms of Donald B. It will involve the external
factors that will impact the performance of a business organisation and actions in an effective
and significant manner. It will involve the following factors which will help in developing a
good and significant strategy to grow and develop. The assessment will include the analysis of
various factors which is as follows:
 Political: it will involve the administrative situations within a particular region which
will help the business organisation to handle the business operations in an effective and
significant manner (Perreault, Cannon & McCarthy (2015). The Australian
demographics is quite supportive and this will support a better growth and development
of chocolate firms of Donald B. other than this, it will help in improving their business
5

operations and activities. This will influence the chocolate consumption to a greater
extent on local as well as nation level.
 Economic: this are the major factors that will help in increasing the revenue of a
business entity and operations in a very significant manner. This will help the firm to
carry out the functionalities of an organisation to a greater extent. The financial
assessment is required to be managed and handled in order to increase its potentiality
and handling of chocolate manufacturing.
 Social: this includes the demographic situations that will impact the overall business
performance and thus will influence the selling and performance of a business entity and
actions to a greater extent (Armstrong and et.al., (2015). These factor will play a major
and crucial role in setting up of strategies as it will provide the firm an idea about the
measures it can take to promote its varieties of chocolates in market. This will help in
developing and increasing the effectiveness of various market and business strategies
and plans. The social or demographic trends will impact the chocolate or fast food
consumption to a greater extent.
 Technological: this is the crucial factor, which is required to be taken in consideration
by Donald B's Firms in order to increase their sales and generate a good amount of
revenue. The use of social media, digital promotional tools and the latest technologies to
increase the production of chocolates and meet their customers requirements and
demands in an effective way. Other than this, it will be a beneficial tool to maintain
stock and carry out other activities at organisation (Lovelock & Patterson, P. (2015).
 Natural: Donald B has to look after the proper management of different business
operations and activities that will impact manufacturing process to a greater extent. The
use of natural raw material will help the firm to develop a good quality product i.e.
chocolates. Other than this, the environmental condition also plays a very deep role in
formulating a strategy or plan to carry out the chocolate consumption and fast food
trends in a significant manner.
 Cultural: the cultural backdrop of Australia support the consumption and purchasing of
chocolates. This will emerge as the major opportunity for Donald B's firm to sell it
products and actions in an effective and significant manner (Hair & Lukas, (2014).
6

Besides this, it will also help in developing positive trends related to consumption of
chocolates and fast food.
CONCLUSION
Thus, on the basis of the analysis this can be said that the effective marketing and
promotional strategies and actions that are been taken in consideration by an organisation. The
firms owned by Donald B will follow the assessment of proper business strategies and actions
that will help in increasing the sales of their chocolate products. The micro and macro
assessment will help the company to identify its assessment and evaluation of a buyer's
behaviour will help them to grow and develop. Besides this, the competition summary will help
the firm to grow and develop in an effective way. Other than this, they will also impact the
development of trends regarding the consumption of chocolates and fast foods.
7

REFERENCES
Books and journals
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Armstrong, G. and et.al., (2015). Marketing: an introduction.
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Bamossy, G. J., & Solomon, M. R. (2016). Consumer behaviour: A European perspective.
Pearson Education.
Brown, S. (2016). Postmodern marketing: dead and buried or alive and kicking?. In The
Marketing Book (pp. 43-58). Routledge.
Charter, M. (2017). Greener marketing: A responsible approach to business. Routledge.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Garnica, C. H., & Viveros, C. A. M. (2017). Fundamentos de marketing . Pearson Educación.
Hair Jr, J. F., & Lukas, B. (2014). Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2015). Essentials of marketing: A marketing
strategy planning approach. McGraw-Hill Education.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Shaw, S. (2016). Airline marketing and management. Routledge.
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.
8