BMA351 Assignment 1: Strategic Marketing Analysis of Haigh's Chocolate

This report provides a strategic marketing analysis of Haigh's Chocolate, focusing on a new product line of healthy cookies. The executive summary highlights key findings and recommendations. The report includes a situational analysis with market analysis, competitor analysis (Arnott's, Not a Trace, Cookie Barrel), and macro-environmental analysis (PESTE). It also features a SWOT analysis, market potential calculations, and target market identification. The report analyzes the Australian market, customer buying patterns, and potential threats and opportunities. The report recommends strategies for Haigh's Chocolate to successfully launch its new product line, considering factors such as political, economic, social, and technological influences. The findings suggest that while the business is positioned for success, improvements are needed. The report concludes with recommendations and references.