MKT600 Strategic Marketing

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
Name of the Student
Name of the University
Author Note

STRATEGIC MANAGEMENT1
Executive Summary
The report is based on the analysis of the micro-environment and the macro-environment
based factors which are able to affect the international expansion based plans of a company.
The company which has been taken into consideration for the analysis is Donald B. The
organization manufactures and operates in the chocolate industry of Australia. The company
plans to expand its international operations and further offer the products in Australian
supermarkets like, Woolworths and Coles. The different external factors which are able to
affect the organization have been analysed in the report. The analysis has been able to show
that the organization will be able to able to function in the industry profitably with the help of
proper study of the environment.

STRATEGIC MANAGEMENT2
Table of Contents
Introduction....................................................................................................................3
Analysis of the behaviour of buyers of chocolate products...........................................3
Analysis of the microenvironment of Donald’s company.............................................4
Summary of the competitors of Donald’s Company......................................................7
Analysis of the macro-environment of the company.....................................................8
Conclusion....................................................................................................................10
References....................................................................................................................11

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.