STRATEGIC MANAGEMENT3
Introduction
Donald B is a maker of chocolates and different chocolate based products. The
organization has two major stores in Melbourne in which it offers different types of products
which are related to the choices of consumers and their preference levels as well. The main
aim of the organization is to start its international operations with the help of proper
expansion in different parts of the world. The different types of products which are offered by
the company thereby include, confectionery products, glazed on crystallized fruits, liquorice,
candied nuts, candied popcorn and drinking chocolate (Simon, Fischbach & Schoder, 2014).
The report will be based on the analysis of the buyers of the organization and their
behaviour levels. The microenvironment of the organization and the macro-environment
based factors will also be analysed in the report. The competitors of the company who are a
part of the industry will be analysed in detail in the report. The analysis will be able to depict
an effective picture of the methods by which the company will be able to function in the
environment in the future.
Analysis of the behaviour of buyers of chocolate products
According to Barros, Hernangómez and Martin-Cruz (2016), the products which are a
part of the confectionary based industry including chocolates are consumed by the
Australians at a huge rate. Chocolates have also been able to develop the position of the
highest consumed snack food in Australia. More than 77% of the total sales of the
confectionary products in Australia come from the sales of chocolates. The purchase based
decisions of the consumers are thereby based on the buying behaviour which has been
developed by them. The organizations in different industries need to understand the ways by
which consumers are able to behave.

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