Marketing Analysis Report: Donald B Chocolate Company in Australia

This report provides a detailed marketing analysis of Donald B, a new chocolate manufacturer based in Melbourne, Australia. The study examines the importance of understanding consumer behavior in the dynamic business environment, focusing on market analysis and strategies to gain a competitive advantage. It includes an executive summary, table of contents, and an introduction outlining the company's goals for international market expansion. The report delves into buyer behavior, analyzing cultural, social, personal, and psychological influences on consumer purchasing decisions. It also provides micro-environmental analysis, assessing suppliers, intermediaries, publics, and conducting a competitor analysis of existing chocolate brands in Australia like Cherry Ripe, Snickers, Crunchie, Freddo Frog, and Kit Kat. Furthermore, the report explores the macro-environment and concludes with strategic recommendations for Donald B to effectively compete in the Australian and international chocolate markets. The analysis highlights the need for effective marketing strategies, including promotion, to overcome market threats and attract customers.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author’s Note

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Executive Summary
The entire study has provided detailed analysis about the importance of analyzing consumers’
behavior in order to make an effective analysis of market. With the dynamic progress of business
industry customers demands are getting upgraded. The role of a business organization is to
analyze customers behavior while running their wings in various markets. This very specific
study has focused to make an in-depth market analysis of Donald B, a new chocolate
manufacturer based on Australia, Melbourne. Australia is already constituted with large number
of chocolate brands having recognizable market share. In order to spread the entire process of
business both nationally and internationally the organization has focused to create a store on
Woolworths, Coles and Aldi so that they can enter in the international market as well. One of the
most significant advantages of creating stores in those recognized brands are maintaining
effective international business. Woolworths, Coles and Aldi these three brands are already
occupied dominant places in the realm of supermarket industry all over the World.
An effective competitors’ analysis is conducted for evaluating the strengths and weakness of its
competitors. In addition, the study has focused to make detailed micro and macro environmental
analysis for gathering knowledge on the various environmental factors of the organization.
However, in order to gain competitive advantages Donald B has implemented effective market
strategies and policies. Before making strategy as per current market demand, the organization
like Donald B has focused on micro-environmental analysis and macro environmental analysis
of Australia.

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Table of Contents
1. Introduction:................................................................................................................................3
2. Market analysis:...........................................................................................................................3
2.1 Buyer behavior:.........................................................................................................................4
2.2 Micro-environmental analysis:..................................................................................................6
2.2.1 Suppliers and intermediaries:.................................................................................................6
2.2.2 Publics:...................................................................................................................................7
2.2.3 Competitor’s analysis:............................................................................................................7
2.3 Macro-environment:................................................................................................................12
3. Conclusion:...............................................................................................................................13
Reference List:...............................................................................................................................15

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1. Introduction:
Business expansion beyond going the regional market is one of the most effective aims of
every organization. The primary objective of Donald B is to spread their widespread wings in
international market. As per current business scenario, Donald B has opened two stores in
Melbourne as the chocolate products maker. Providing quality of products along with effective
services to the customers is the mission of Donald B. This very specific study has focused to
provide detailed overview on how this organization in order to overcome a major competitive
threat can use various strategies. The organization has decided to enter in the market of multi-
national countries through the existing brands of Australia. The organization has decided to sell
their chocolates by creating a specialty store in Coles and Woolworths, Aldi.
Australia is already constituted with large number of existing recognizable brands
producing cocoa product, confectionery, crystallized or glazed fruit, drinking chocolate,
liquorices, marshmallow, candied nut, candied popcorn, etc. However, in order to gain
competitive advantages Donald B would have to implement effective market strategies and
policies. Before making strategy as per current market demand, the organization like Donald B
would have to focus on micro-environmental analysis and macro environmental analysis of
Australia.
2. Market analysis:
Before implementing particular business strategies for expanding entire wings of
organization, the business experts have to conduct effective market analysis in order to know the
current needs and demands of the customers (Solomon et al., 2014). In addition, effective market

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analysis helps to know the strengths and weakness of its competitors. Based on the weakness of
competitors the organization has to make effective market plans and policies.
2.1 Buyer behavior:
Buyer’s behavior is the observational activity to get an overview about the needs and
demands of the consumers. Before using a specific product, consumers intend to get detailed
information about the brands and services (Goh, Heng and Lin, 2013). Some of the major factors
are there that leave high influences on buying behavior of the consumers. The influences are as
follows:
Influences Definition Characteristics
Cultural Based on the cultural
backgrounds of people the
customers purchasing behavior is
highly dependent
Cultures differ in language,
communication, values and
ethics. People having problem in
language barrier may have to
face difficulties in interacting
with the service providers. As a
result, those kinds of customers
would like to feel hesitated in
purchasing the products from
Donald B.
Social Social background of a customer
influences highly on consuming
fast food products
As per the social backgrounds the
consumers decided where they
would access services of Donald
B. People who are considered

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socially challenged due to low
income status and religious as
well as racial backgrounds have
to face difficulties in purchasing
products from Donald B.
Purchasing chocolates and fast
foods is luxury for them rather
than necessity (Cantallops and
Salvi, 2014).
Personal Consuming fast food product is a
personal choice based on which
buyer’s consuming behavior is
highly influenced.
Due to any kind of personal
crisis, the customers have to face
challenges in purchasing
luxurious products like
chocolate.
Psychological Psychological background of
consumers does not allow people
in purchasing fast foods
Psychology of an individual
varies based on the income status
(Seiler, 2013). People having
high-income status are flexible in
purchasing fast moving
consuming goods like chocolates.
Table 1: Factors influencing consumer behavior
(Source: Boztepe, 2012)
Analysis:

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Based on the four influential factors on consuming behavior Donald B has implemented
several market strategies to draw the attention of customers easily. The business experts of this
specific organization have implemented low cost price strategy so that people having average
income status can purchase the products and services from Donald B. The service providers of
this organization have implemented multi-lingual flexibility with the help of which people of
various cultural and language backgrounds and attitudes are not hesitated in communicating with
the service providers (Cheung and Thadani, 2012). As per the cultural as well as ethical belief of
the organization consumers of different geographical backgrounds and attitudes would be given
equal priority and response. As a result, people would like to receive the services of this
organization.
2.2 Micro-environmental analysis:
Micro-environmental analysis implies societal perspective on the internal resource
allocation of the organization. After making an effective micro-environmental analysis, the
organization can evaluate their strengths and weakness. In order to evaluate micro-
environmental analysis of Donald B three major factors play the most significant role that is as
follows:
2.2.1 Suppliers and intermediaries:
The role of suppliers’ and intermediaries leaves major significance, as the manufacturers
are fully dependent on the quality of raw materials. Donald B in order to make a difference of
their products as well as service tends to use extra cocoa butter so that it can easily draw the
attention of children (Papadopoulos and Heslop, 2014). On the other hand, people of various
geographical backgrounds and attitudes may not like vanilla essence. As a result, the

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organization has focused to manufacture their products based on chocolate flavor. As this
organization has launched manufacturing business, the executives have focused to hire quality
suppliers in terms of law materials. As a result, people would like to show their level of
satisfaction for purchasing the products.
2.2.2 Publics:
People in general especially media are considered as public. After launching the entire
process of business, the organization would have to focus on drawing the attention of media.
Media vehicle is the most effective platform based on which the organization can reach the
doorstep of consumers easily. Purchasing space or pages in media is a kind of advertisement for
which the organization has to pay money (Wang, Yu and Wei, 2012). Apart from that, the
business experts of Donald B like to maintain an effective PR relation with media so that they
can draw the attention of media persons. Public would like to show their interest in purchasing
products from new brands only when they would get a good review.
2.2.3 Competitor’s analysis:
Marketing strategies are implemented based on competitors’ current market threat. The
business experts have to evaluate the strengths and weakness of its competitors. However, while
evaluating the competitors’ current market position, the study has identified five major
competitors of Donald B existing in the similar industry in the market of Australia.
Competitors Overview of their
competing offering
Target market Positioning
Cherry Ripe Introduced by the
Australian confectioner
Most popular cities of
Australia such as
In order to position
the brand to reach the

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MacRobertson's in 1924,
Crerry Ripe has already
established a
recognizable place in the
realm of FMCG industry
(Choi & Rifon, 2012).
This very specific brand
has expanded their wings
in various multinational
countries having around
5.6% market share
allover Australia in last
one year.
Melbourne, Perth,
Sydney are the primary
target areas. People
from 5 years to 40 years
are the target group
having different various
psychological
backgrounds and
attitudes
mind of international
customers Cherry
Ripe has used social
media platforms such
as Youtbe, Facebook,
Instagram and so on.
Electronic media has
been used to
multiplying the
messages about their
brands (Csutora,
2012).
Snikers Snikers originated from
USA has spread wide
wings in the market of
Australia having 4%
market share allover
Australia in last one year.
Most recognizable cities
of Australia such as
Brisbane, Gold Coast,
Melbourne, Perth,
Sydney are the primary
target areas. People
from 10 years to 40
years are the target
group having various
cultural and religious
backgrounds and
attitudes
Both social media
such as Youtbe,
Facebook, Instagram
as well as Electronic
media have been used
to multiply the
messages about their
brands (Grimmer &
Bingham, 2013).

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Crunchie Crunchie originated from
UK has gained image
and reputation in the
market of Australia
having around 2.5%
market share in last one
year.
Well-known cities of
Australia such as
Brisbane, Gold Coast,
Melbourne, are the
primary target areas.
People from 10 years to
30 years are the target
group having various
cultural backgrounds
and psychological
attitudes (Jalilvand &
Samiei, 2012).
Both social media as
well as Electronic
media have been used
for positioning the
brand.
Freddo Frog Freddo Frog basically
originated from Australia
though it is now
produced by Cadburry, a
British firm. However, in
the market of Australia
this specific brand has
already occupied a
prestigious place having
1.78% market share in
last year.
Sydney, Brisbane, Gold
Coast, Melbourne, are
the primary target areas.
People from 5 years to
30 years are the target
group having various
cultural backgrounds
and psychological
attitudes (Xiang,
Magnini & Fesenmaier,
2015).
Both social media
such as Facebook,
Instagram and
traditional media
have been used to
position the brands in
various multinational
countries (Metzler et
al., 2012).
Kit Kat Originated from UK this
particular brand has
Some of the most
renowned places of
For positioning the
brand to reach the

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already gained the
attention of customers in
Australian market having
4.5% market share in last
year.
Australia such as
Sydney, Brisbane, Gold
Coast, Melbourne, are
the primary target areas.
People from 5 years to
30 years are the target
group having different
socio-cultural
backgrounds and
attitudes (Brodie et al.,
2013).
mind of international
customers Cherry
Ripe has used social
media platforms such
as Youtbe, Facebook,
Instagram and so on.
In addition, electronic
media has been used
to draw the attention
of various groups of
people.
Table 2: Competitors’ market analysis
(Source: Shah et al., 2012)
Competitors’ analysis:
In the above mentioned table the study has evaluated an in-depth analysis about the
current market position of other competitors of Donald B and their target market. The market
share analysis has helped the organization to understand current business situation of its
competitors (Lee et al., 2012). However, it has been observed that the five major brand discussed
above has already occupied an established position on the market of Australia. In addition, these
brands have already entered in the international market as well (Csutora, 2012). In this kind of
situation, Donald B can implement effective strategies and policies for giving major threats for
its competitors. However, the strategies that can help to overcome the competitors’ market threat
are as follows:

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 Effective promotion:
In order to draw the attention of customers more effectively Donald B would have to
focus on enhancing their promotional budget. Social media promotions would have to be more
prominent. The marketing managers can draw the attention of people from different geographical
backgrounds and attitudes by uploading video clips (Mohan, Sivakumaran & Sharma, 2013). As
a result, customers would get a visual treat by watching those videos. Only written promotion
through crispy and catchy tagline is not effective enough for the organization to draw the
attention of international customers.
 Enhancing the range of target market:
Donald B would have to strench their hands in the international market through
Woolworths, Coles and Aldi. As a result, the brand along with chocolates can render varieties of
products such as confectionery, crystallized or glazed fruit, drinking chocolate, liquorices,
marshmallow, candied nut, and candied popcorn. As a result, the range of target customers
would be increased automatically.
 Applying appropriate market mix strategies:
Marketing mix strategy implies significance on product, price, promotion, people and
place (Tuškej, Golob & Podnar, 2013). This very specific theory enables the organization to
focus on five Ps primarily. As a result, customers can get a clear overview about the price level
of the products along with its quality.

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2.3 Macro-environment:
Macro-environment enables the business experts to evaluate political, economic, socio-
cultural, technological, environmental and legal factors that have major impact on the overall
success of a business.
Definition Explanation of the trends
Demographic Demographic factor primarily includes
the average gender group of people,
income status and age group
Australia is constituted with the people
of high level of income status from both
male and female backgrounds. Therefore,
the organization can target both male and
female customers from average level of
income status (Lin & Huang, 2012).
Economic The inhabitants of Australia are
possessed with good economic
backgrounds (Kesharwani & Singh
Bisht, 2012). As a result, the
organization like Donald B does not
have to face any challenge to set the
price level of their products.
As the economic strength of the country
is high, customers do not have to face
challenges in availing the products of
Donald B.
Natural This particular factor signifies the
environment of the country.
As per environmental report Australian
whether is very much feasible for
running chocolate manufacturing
industry.
Technological Technology is the application of
implementing scientific knowledge in
practical purpose
With the emergence of advanced
technology Donald B can control the
entire business process in various

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geographical areas by sitting in
Melbourne
Political Government regulations, taxation
policies leave major impact for the
improvement of business
Government taxation policies of
Australia are very much flexible for
running the entire process of business
(Hudson & Thal, 2013). Australia is not
a country of politically chaos. As a
result, Donald B does not have to face
difficulties in paying government taxes.
Cultural Cultures differ in language,
communication, values and ethics.
Australia is constituted with the people
of different geographical and cultural
backgrounds. As a result, Donald B
should implement variety of products
and services based on which people
would like to show their interest in using
the products.
Table 3: Macro-environmental factors of Australia
(Source: Moshrefjavadi et al., 2012)
3. Conclusion:
The primary reason of conducting an effective market analysis is to get an in-depth
overview about customers’ needs and demands. With the dynamic progress of market trend, the
needs and demands of the customers changes gradually. Donald B being one of the most
flourishing chocolate manufacturers of Australia has decided to tie up with Woolworths, Coles

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and Aldi so that business experts can easily gain the attention of customers. The very specific
study has made environmental analysis of Australia with the help of which the political,
economic, technological, cultural and legal factors have been evaluated.
In addition, in order to give a major market threat to the existing brands of Australia
producing cocoa product, confectionery, crystallized or glazed fruit, drinking chocolate,
liquorices, marshmallow, candied nut, candied popcorn, Donald B has conducted competitors
analysis. In addition, as a new business setup the organization may have to face immense
challenges in gaining customers attention. As a result, the business experts of Donald B have
decided to launch their stores on Woolworths, Coles and Aldi. As a result, the organization can
grab the attention of existing customers of Woolworths, Coles and Aldi. One of the most
significant advantages of creating stores in those recognized brands are maintaining effective
international business. Woolworths, Coles and Aldi these three brands are already occupied
dominant places in the realm of supermarket industry all over the World. As a result, the
organization would not have to follow additional strategies for entering in the new market. While
implementing several market analysis strategies the study has presented the point of views of
numerous eminent scholars.

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