Donald B Chocolate Company Marketing Plan: A Comprehensive Analysis

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Marketing Plan
Assessment-2

Executive Summary:
The chocolate company Donald B is an Australian chocolate company and confectionary company
and now the company is planning to sell its products to an international level. Some of its
competitors are Hershey, Mondelez international etc. For increasing its business to next level, it has
decided to take some marketing strategies like market segmentation, positioning its business and
many more. Most of the Donald’s products are manufactured has low involvement as consumers
mostly prefer chocolates from the company. The company has two stores in the city of Melbourne
and wanting expanding the business to a national and international level as well. For that it needs to
come up with various strategies and environmental analysis with micro and macro both. Also, it
needs to analyse the SWOT analysis and PEST analysis also so that the company can look into both
internal and external factors that can affect the company. As it is famous for its chocolate and
consumer prefer to have and taste its chocolate and it is good at it, so no doubt if it comes up with
new different products consumer will not buy it. Consumer who are already with the brand will also
like to taste its other products as well.
This report will hence focus on its analysis like environmental analysis, Consumer behaviour, Market
behaviour, SWOT Analysis etc. This report will also focus on some of the aspect of brand positioning
that why the product of Donald B Chocolate is different from others and that too with the assurance
of quality and quantity. Also, the analysis of the company’s competitor in the market is very
important so that the company could know its market value in the market. And what are products
that is being offered by competitor. Overall the report will touch and each and every small area of
marketing strategy. (https://myassignmenthelp.com/free-samples/donald-b-chocolate-company-
marketing-environment-analysis)

Marketing Strategy Process:

Marketing Process Overview:
Before going further let’s understand the importance of market environment analysis. Basically, the
market environment analysis deals with the internal and external business environment. The
internal environment includes company’s owner, employees, machineries etc. Whereas the external
environment includes production and distribution which comes under micro environment and under
macro environment includes the legal, political, social and economic aspects. Market environment
analysis has been considered the most appropriate and authenticated method for the analysis done
in an organization.
Donald B is one of the good chocolate company in Melbourne having two stores in the city. Now the
company is moving on to growing it to next level and sell its products nationally and internationally.
For that it has adopted some marketing strategies for moving further and it includes buying
behaviour of the consumer in the market, micro environment analysis, macro environment analysis
and competition analysis. The consumer buying behaviour is considered to be the difficult one to
analyse as it has to analyse the behaviour of the customers towards buying a particular product and
it includes their liking and disliking towards the product. Also, the company is trying to ensure the
loyalty towards the brand. (https://www.feedough.com/marketing-environment/)
Mission:
The main objective of mission is to identify and understand the organization’s mission. Here the goal
of Donald B chocolate company is to expanding the business to national and international level.
Earlier it was serving to one city where it had two stores but now it wants to move its business to
international level and compete with other brands.
Situational Analysis:

SWOT Analysis is a systematic process of understanding the strength, weaknesses, opportunity and
threat of any organization. This analysis is supposed to be done rank wise. As these actions are to
done step wise hence should be in sequence. SWOT analysis helps the organization to reduce the
risk by reducing the internal weakness or reducing the external threat. It also helps the company to
improve the performance by taking advantage of an opportunity from a position of strength.
Strength: Donald’s B chocolate company is wanting to move its business nationally and
internationally. The company will have to face some national and international competition in the
market. And for that it needs to analyse its strength so that it can go forward with it and add some
value to it as well. Donald’s B chocolate has started promoting its business to the next level via social
media and have shared some story line and attractive tag line to attract people to buy its products.
Now it has mainly focused on customer feedback on its product so that it can properly know the
taste and preferences of the customers.
Weakness: If we talk about the weakness Donald’s B has a weakness with its premium pricing. As
it’s a brand and already famous in the city, hence it has been maintaining the same to meet its
demand. Also, one of its weaknesses is that it has limited product line. Like it only sells chocolate and
not focusing on other products like cake, muffins etc.
Opportunity: For sustaining in long term now it has focused on moving its products nationally and
internationally and for that it has started opting many marketing strategies like promotional

activities has been increased and market survey has been done. Also, they have started focusing on
different product range, product line and offer its product to every group of people. For that it can
use some marketing strategies to attract customers is sale, discount etc.
Threat: The main threat could be for the company is copying or imitating the other brand’s product
which could affect them adversely and affect their brand value as well. Also, internationally the
Donald’s B will have to compete with the brands like Cadbury, Mars, Toblerone and Ferrero Rocher
etc. And nationally it has to deal with some competitors like Chocolate Gems manufacturer, Crest
chocolates etc. This shows that the competitive pressure is quite high nationally and internationally.
Donald’s B has also tried to selling its chocolates through Coles and Woolworth but have failed to do
so. This implies that the awareness of the product is not so high. Hence the company needs to
analyse its competitors and need to understand the pressure of competition in the market. It will be
started once the company will enter into the national market and further international market. It will
have to maintain the consistency in supplies of the product to create brand value in the market
while maintaining premium pricing with competitiveness. The company will also need to create
value chain among its distributors by increasing the number of retailers so that it can serve large
number customers. (https://www.mindtools.com/pages/article/newTMC_05.htm)

PESTLE Analysis on the basis of marketing strategy:
Political System: For the case of Donald’s B Chocolate company, we should know that Australia is
good at its political system. The intervention of bureaucratic is quite low in the business in Australia
and business are not required to take the trade licenses from chambers of commerce and pay the
taxes in COC. As the country is having political democracy the government motivates businesses to
establish their business.
Economic Factors: If we talk about the economic factors it includes many things like inflation rates,
taxes and currencies etc. In Australia it is successful to establish a healthy economic. It has stable
currency rates also the inflation rates are not so high. Market are quite good and stable in Australia
and also if we talk about the unemployment rate is also low in the country. Hence with these
positive affects the company is not going to face negative effects from the economic factors.
Social Factors: Now coming to the social factors, Australia is the country with mixed population. As
per the report maximum number of populations is aged below 60 years and it means that they have
high capacity to buy and spend. They will be the potential buyer for the company. Hence socially the
company will have the positive effect in terms of buying the products.
Technological factors: Now in terms of technology Australia is a big hub for that. The country is
quite developed in terms of technology. Donald’s B chocolate has decided to increase its business to
different countries and technology is going to be the big help for the business. The company can
conveniently sell its products via e-commerce and online via website etc. Also, it can increase its
marketing and promotional activities via social media.
Legal Factors: As Donald’s B Chocolate company wants to expand its business internationally. So,
there might be chances that it will have face some legal relates issues and hence the company needs
to comply with several rules and laws because the law and regulations are different in different
countries and there could be some boundaries with this constraint. Therefor the company has took
trade license, food and regulation authority certification and all the certificate and permit which
were needed to serve in other countries.
Environmental Factors: Donald’s B Chocolate environmental policies are quite systematic and
respect all global environment by its business activities.

Marketing Strategy:
STP: Segmentation, Targeting and Positioning
For building a target market plan STP marketing plan approach is to be used in any business. It helps
the business to formulate a marketing strategy for the purpose to benefit the customers they have
targeted.
Segmenting: This activity is basically called as brainstorming activity. It basically lists all the
potential market and in this case of Donald B company it has focused to expand the business to
national level and international level. Hence, it has decided to choose all the class of people in the
world.
Targeting: When you have various market segments you target one of the markets where you
would like to serve the product especially. Like Donald B has targeted to all the age of people. But it
has also focused to make new products like cakes, muffins etc and targeted the customers like
children and youth. (https://yourbusiness.azcentral.com/stp-marketing-1769.html)
Positioning: Positioning means to create a distinctive image among its customers in the market.
Basically, to make the company into brand. Donald B has started some activities to create it to Brand
Value. As it wants to expand its business to nationally and internationally and for that it has to opt
marketing strategies to go further and compete with other existing brands. Now Donald B has been
competing with big brands like Cadbury, Ferraro Rocher etc.

4 Ps of Marketing: Marketing Mix Strategy
The 4 Ps of marketing are the components of the marketing which enhances the business to help to
define the business in terms of product, price, place and promotion.
In case Donald B the marketing mix are:
-Product: Donald B is chocolate maker company and owns two stores in Melbourne. Now with
some marketing strategies it has initiated to sell its product on the basis of consumer taste and their
preferences. For that it has stated adding some ingredients as per the customer feedback. It has also
added some more products to its product line like cakes and muffins etc.
-Price: It has been maintaining premium pricing. And now it has also focused to increase its
customers to all the groups, sections of society. Hence it started to put some discounts and added
some products with reasonable prices so that everyone can afford the product.
-Place: As per the case Donald B is supposed to expand the business nationally and internationally,
hence it has started doing survey and have started collecting data on the basis of the preferences of
the customers in different countries. It has increased its area of serving the product and social media
has been one of the supports for this activity. Also, chocolates are preferable in every country so
demand for the product is supposed to be high and maintained.

-Promotion: As mentioned that for promotional activities the company has been using social
platform, TV, newspaper, PR etc as wanting to increase the demand as much as it can.
(https://www.mindtools.com/pages/article/newSTR_94.htm)
Apart from the above 4 marketing mix there are 3 more strategies which has been added in the
marketing mix. These are:
-People: Here people are not the customers but people are the company’s employees and
company’s people who are working for the company. Donald B has been focusing on making
relationship with their people and this includes the people who are in the distribution channel,
suppliers and employees who are working in the organization.
-Process: This includes Research and Development activities and increasing the usage of IT activities
etc. Donald has started expanding the overall activities because in near future it is seeking to go to
the international market. Has increased the marketing and promotional activities via different
platform and this include the own page, online portal and social media etc. Also have focused on
advancement of the machineries so that work will be done with any lack of accuracy and will be
done faster.
-Physical Evidence: This includes online experience, packaging etc. Donald B has been focusing in
these things rigorously. It has been focusing on create online platform to the customers and has
been spreading the awareness of the products via social media.
Packaging is also being considered one of the important factors by the company and Donald B is
working on that as well by making it more attractive than earlier.

Implementation and Control:
Consumer Behaviour refers to the process of decisions made by consumers on purchase of goods
and services. With the decision making of buying a particular product it includes some of the aspects
like evaluation, selection and need of the product and services during that specific period of time.
This is basically a psychological and behavioural analysis. Before buying the product, a consumer
checks its availability of everything like budget, product’s need, quality, durability, wants, buying
motive etc. The company needs to fulfil all those aspects which are needed by a consumer. In
marketing terms, consumers are considered to be a king. Hence, the main motive of a brand to
ensure the fulfilling all needs and keeping in mind that it’s never going to compromise with its
quality.
Here Donald’s B Chocolate has opted the consumers with every age and to all the sections of the
society because it sells the chocolate and it can be afforded by every section in the society. Youth
and Children are the major customers for Donald’s B because they attract more towards it. It also
opted for some advertisement activities via Television and newspaper. Some of its marketing
strategies includes advertisement, sales promotion, PR and direct marketing. This strategy helped a
lot by knowing its customers personally. It also did some survey and prepare questionnaire so that
the company can know the taste and preferences of the customer. It also took help of social media
as according to one of the reports says that 86% of marketers have a belief that social media is the
best platform to spread the message about your product and services. It was the approach by
Donald’s B which helped to promote its product to all over the country and out of the country as
well.
There are various factors that affect and influence the consumer behaviour are:
- Some marketing factors like price of the product, promotion, packaging and positioning etc.
- Personal factors are also the factors which influences the consumer buying behaviour like
age, gender, income level etc.
- There are psychological factors like perception on the products and motivation of buying the
products.
- Social factors- status, family etc.
Donald’s B Chocolate had gone with these analyses for understanding its customers buying
behaviour. As it’s a chocolate company it has been focused on every age group, and every group of
people whose income is high or low can afford chocolates. As it’s a brand and has been positioned in