Business Analysis: Thornton's, Milka, and Marketing Strategies Report

This report provides a comprehensive business analysis of Thornton's, a British chocolate brand, and compares it with Milka. It begins with an introduction to the business environment and its impact on companies. The report includes a comparison of the 7Ps marketing mix for both brands, highlighting product, price, place, promotion, physical evidence, people, and process strategies. A SWOT analysis for both Thornton's and Milka is presented, identifying their strengths, weaknesses, opportunities, and threats. Furthermore, a PESTLE analysis is conducted for Thornton's, examining political, economic, sociological, technological, environmental, and legal factors affecting the brand. The report concludes with a discussion of Thornton's vision, mission, goals, and objectives, and proposes a suitable marketing strategy for the company. The analysis provides insights into the competitive landscape of the chocolate industry and the strategic positioning of Thornton's and Milka within it.

Business Environmental
Analysis of Sainbury`s

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK-1............................................................................................................................................1
1. Main competitors of Thornton's .............................................................................................1
2. 7Ps marketing mix...................................................................................................................1
SWOT analysis of Thornton and Milka.....................................................................................3
Pestle analysis on Thornton's chocolates- ..................................................................................3
TASK 2 ...........................................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The business environment covers all the internal and external factors that affect the
function of the company(Fernández-Cavia and Cantoni, 2017.). The employees, customers,
management, supply and demand and business regulation are included in the business
environment.
The present report is based on British chocolate brand named as Thorntons. Thus,
assignment will look over the things as are 7 P's of marketing and in this comparison is to be
made with Chocolates brand as Milka. Furthermore, Swot and PESTLE analysis of both brands
are needed to be made in order to determine the functions. Lastly, the report will cover the
strategic plan of Thorntons to adopt one suitable marketing strategy.
TASK-1
1. Main competitors of Thornton's
Thornton offers delicious chocolates to its customers and for over hundred year the
delicious chocolates is being provided by this brand. The caramel, fudge, fruit and but centres are
included in a delicious collection of Thornton's massive favourites. The finest alcohol free
ingredients are being used in order to develop these chocolates. But the main competition is
being faced by Milka chocolates as these chocolates are also of fine quality and is mostly liked
by most of the customers today. In the number of packages and flavours Milka chocolates are
being sold. The main reason behind the competition in between these chocolates is that both
offer excellent high-product quality and there is also not much difference in the prices(Isaenko
and Tarasov, 2014). This both brand provides quality chocolates so it is most likely brand to
customers. Thus, Milka also produce chocolate covered cookies and biscuits.
2. 7Ps marketing mix
Thrntons has a power leading position in market and it provides different varieties of
products to customers. Thus, with such a strong line of commodities quoted firm is bound to lead
the chocolate industry. On the other hand, Milka is also chocolate brand that produces chocolates
covered cookies and biscuits. Furthermore, effective comparison of both brand has been
presented in below context as are-
Marketing mix elements Thornton's Milka
product Thornton's chocolates in an The products such as Milka
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assortment of milk, dark and
white chocolates. The unique
flavour is being given to the
customers by this chocolate. In
order to manufacture this
chocolate the new selected
ingredient are being used. And
it also suitable for the
vegetarians. Thornton's
chocolate are wrapped in foil
cover packaging that has an
instant consumer recognition.
In an umber of specifically
targeted pack formates this
product's comes such as
seasonal curve, Easter egg
format and various sizes in
order to meet out all the
requirements of the customers.
To enhance the premium value
of the brand a new diamond
format is also being introduced
by this chocolate brand.
alpine milk , Milka yogurt
chocolate bar, Milka Happy
Cows ,Milka Hazelnut
Chocolate etc are some
categories of this chocolate
brand(Sainsbury's, 2017). The
chocolates are covered in the
blue packet cover and the high
quality ingredient are being
used in these chocolates
(Graca, Barry and Doney,
2015).
price Quality usually come with
price. The cost of Thornton
classic collection that weighs
462 g is 11 and the cost of
Thornton continental
chocolates that weigh 284 g is
only 7.The another product of
Thornton chocolate that
The price of milk alpine milk
chocolate that weigh 100g is
1.The cost of milk yogurt
chocolate bar is also 1.It is
being found that milka
chocolates price are much
lower than the Thornton and it
can be easily affordable by the
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liqueur of 70 cl cost is 14.This
is a chocolate flavoured cream
liquor with vodka. The price of
Thornton chocolates are high
and it can be easily affordable
by the common people. In
order to meet out the neds of
the customers these chocolates
has several products.
common people. At the
moderate price the company
believe to provide the
products. The value-added
pricing strategy are being
followed in all the products
and hence they are priced
accordingly.
place The distribution of Thornton's
is very fantastic and
Widespread. It is high in
quality so most of the
individual use to prefer it. It
distributed across the world.
Milka is distributing its
products in supermarkets and
malls. This brand work as to
manage own sales and
distribution networks over the
market to supply their
products.
promotion In order to conduct the
promotion of both of these
products such as Thornton
make use of social networking
sites such as Facebook,
twittter, you tube etc. All the
details regarding the products
is being given in order to grab
more number of customers.
Also, the advertisements are
al77uyso being shown on
television about these
chocolates to make customers
aware about it(Kim and Reid,
This brand focus providing
excellent quality products in
various forms. Milka uses to
promote their products with
help of TVC and ATL
marketing. T5he main focus is
to grab attention of customers
with help of maintaining the
quality of the products.
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2014).
Physical evidence Thornton's has been taking
various initiatives for creating
better evidence connectivity
with help of setting up of
dealing in varies other
products range.
The main aim of this brand is
to attract the customer with
help of physical appearance as
packaging etc.
people This firm is recruiting many
individuals of UK. They
provide training to their
employees so that they can
work as to handle the queries
of their customers by
providing them better service.
This enterprise is looking over
the innovations and for it they
are hiring number of
individuals. To be competitive
they provide instant solution to
queries of customers.
process This firm is also taking
initiatives to manufacture its
products with help of using
better technological products.
It represents the activities as
procedure and protocols. In
this, creating and manage
effective services process are
for the existence of service
companies.
SWOT analysis of Thornton and Milka
 Strength – Both of these chocolates make use of high quality ingredients in their
chocolates and also both them are well-known brand. The cost of Milka is not high so it
is easily affordable by the common people. Also, the different varieties of chocolate
products are being provided by Thornton such as Thornton Chocolate Liqueur 70 cl,
Thornton Classic Collection 462 g etc.
 Weaknesses- The cost of Thornton chocolates is very high due to which it is not easily
affordable by the medium class people. The Milka chocolates are not of as high -quality
in comparison with Thornton chocolates. The huge competition is faced by Thornton in
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the market. The high-sugar content is being there in the Milka chocolates so this can be
one of the disadvantage more people today have turned diet conscious so they prefer less
sugar.
 Opportunity – Both of these chocolates have an opportunity to explore more market
outside UK. They can also use of low sugar variant in the chocolates .They can come
with the products such as low sugar or zero sugar content. They can also conduct
interesting advertisement of their chocolates so that to the customers can get more
attracted towards their products
 Threats- One of the threat is the competition which is being faced. The massive
competition Milka is facing with Thornton, Such type of competition reduced the market
share. The another that that is faced is that increasing health awareness around the globe.
From high fat containing products people are moving away and healthy habits are being
adopted by them(Bacile, Ye and Swilley, 2014.).
Pestle analysis on Thornton's chocolates-
It is very important to evaluate the environmental factors which highly affecting the
working of the enterprise in the large manner. With the help of the Pestle analysis there can be
effective examining or analysing on the macro environmental factors in which company operated
its business function.
 Political- In this it has been stated that there is not any kind of major political problem
associated with the Thornton because there is England is the home market and the
confectionery and chocolate manufacturing is not any kind of issues which can creates
any political problems.
 Economical- The economic factor mainly deal with the seasonal pattern of demand. This
enterprise have seen the downturn in the French market as this company is not able to
cope up with the French favourite chocolate company. In the year 2003- 2004 the
Thornton has focussed that the company was not able to meet the desire profitability in
the market. In this manner there is need to cope up with the taste and preference of the
consumer so that need of the customer can be satisfied.
 Sociological- The sale of the firm like Thronton has majorly increased in the seasonal
time such are as Easter, Christmas, valentines day etc. in this manner there is need to
cope up with the seasonal demand variation. It is largely affected due to tremendous
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labour reduction there is increment in the automation process. This kind of demand
variation affect the working culture of the enterprise in the large manner.
 Technological- The technology plays the essential in order to have increment in the sales
of the firm in the large manner. With the help of functions like internet, mail order and
various kind of the other common devise are helpful in order to enlargement in the
market share of the firm. With the help of technology the firm can improve the
production system of chocolates. This kind of factor are helpful in order to have
increment in the sale profitability of the business enterprise.
 Environmental- The environmental factor work as to affect the strategic position and
working of the company in the large manner. In order to have effective operation there is
need to get balance with the environmental factor of the firm.
 Legal- This firm need to deal with the laws and legislation which has constituted by the
legal authorities. The Thornton's plc has not been involved in any kind of legal issues till
yet in this way it does not hamper the reputation of the firm. In this the company is able
to carry their business function in utmost legal and legitimate manner.
TASK 2
Vision- To bring product to customer that are safe, high quality and provide optimal nutrition to
meet the psychological needs of the customers.
Mission of Thornton's- The Mission of this firm is to capture the long term market share by
satisfying the customer with the taste of the products. The main object is to bring the complete
story of the chocolate to the world.
Goals and objectives of Thornton- It has been defined in following manner as are-
 Thornton's is chocolates brand that works as to provide best foods to customers by
maintaining quality of the products.
 To provide customers with best testing, most nutritious choice in the wide range of food
and beverage. This brand is is also taking initiatives in terms to analyse the eating trends
of the people.
Potential strategies for Thornton's-
The main aim of Thornton's is to spread their products in small and big markets. N this,
firm is focusing on distribution channel to provide its product in local as well international
market. To grab customer attention they are focusing in this areas as are-
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1. Product diversification- with the help of bringing changes in the taste of the chocolate
like adding new flavor so that customer cannot resist themselves to buying this product.
By adding the chill chocolate, cherry chocolate and coconut flavor there can be
development in the taste of the product. This will be helpful in order to attract the large
number of customer in the market.
2. Market expansion- with the help of diversification of the product into the new market
the selling graph of the firm can be incremented in the large manner. The firm need to
add other things also so that customer can get attracted in largely way such are as
personalized gift collection and hot chocolate etc. The main aim of Thornton's is to have
expansion in the countries as Kenya, Congo, Ghana and Myanmar. To make this effective
they are bringing modification in product so that it grabs attraction of customers.
3. Increase product flavouring- In this, Thornton's can earn maximum amount of market
share by introducing new flavours as chill, cherry and coconut. It will be tasteful addition
to products. With help of new modification. Entity is able to grab attraction of customers.
Justifying strategies and applying it to 7 p's-
In order to have development in firm function the three strategies has been adopted as are
product diversification, market expansion and increase product flavouring. In addition to it,
product diversification works as to bring more varieties of product to customer as in form of
cookies and biscuits etc. The market expansion means expanding the functions of firm in new
market or countries as Kenya, congo, Ghana and Myanmar. It will helps to enhance bran image
in other countries and it also supports to enhance market share. The another strategy has taken as
to increase product flavouring, it is one of effective one as to add taste of flavours like chill
chocolate, cherry chocolate and coconut. It assist to grab the attention of customers. Thus,
innovation is the terms that helps to enhance the firm profitability as it develop the interest of
customer in the products produces by firm.
With help of applying 7 P's to the strategy as increase product flavouring will helps to attract the
more buyers and product cab able to differentiate from competitor commodities. This will help to
enhance the profitability of the entity.
CONCLUSION
Thus summing up the above report it can be concluded that both Thornton and Milka
chocolates are being offered to customers. The huge competition to Thornton chocolates is faced
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from Milka. The strength of these chocolates are that they are well-known brand and also need to
manufacture less value sugar chocolates in order to increase their market share. The caramel,
fudge, fruit and but centres are included in a delicious collection of Thornton's massive
favourites
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REFERENCES
Books and Journals
Bacile, T. J., Ye, C., and Swilley, E., 2014. From firm-controlled to consumer-contributed:
Consumer co-production of personal media marketing communication. Journal of
Interactive Marketing. 28(2). 117-133.
Bae, W., 2015. Interview with Tina Barnes-Budd, senior director of social media marketing and
communication, the Ladies Professional Golf Association (LPGA). International Journal
of Sport Communication. 8(2). 149-154.
Bataineh, A. Q. and Shoter, A. M., 2015. The Effect of Relationship Marketing on Customer
Retention in the Jordanian’s Pharmaceutical Sector. International Journal of Business
and management. 10(3). 117.
Fernández-Cavia, J. and Cantoni, L., 2017. Online communication in Spanish destination
marketing organizations: The view of practitioners. Journal of Vacation Marketing.
23(3). 264-273.
Graca, S. S., Barry, J. M., and Doney, P. M., 2015. Performance outcomes of behavioral
attributes in buyer-supplier relationships. Journal of Business and Industrial Marketing.
30(7). 805-816.
Isaenko, E. V., and Tarasov, A. S., 2014. Automobiles selling organizations’ marketing
communications assessment directions. Life Sci J. 11(9s). 1097.
Kim, K. and Reid, L. N., 2014. Trends in advertising research: A longitudinal analysis of leading
advertising, marketing, and communication journals, 1980 to 2010. Journal of
advertising. 43(3). 296-316.
Online
Sainsbury's. 2017. [Online] <https://www.sainsburys.co.uk/shop/gb/groceries/milka-alpine-milk-
chocolate-100g/>
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