Strategic Analysis: Marketing and Management Report for Two Companies

This report conducts a comprehensive business situational analysis of two companies: AIM High Publishing and Whittaker's Chocolate. It begins with an introduction, followed by an in-depth examination of AIM High Publishing, a small multi-platform publishing company. The analysis covers SWOT, PESTLE, Porter's Five Forces, BCG Matrix, segmentation, and Ansoff Matrix frameworks. The report then shifts to Whittaker's Chocolate, a large confectionary manufacturer, applying the same analytical frameworks to evaluate its market position and strategic choices. The document provides a detailed overview of each company's strengths, weaknesses, opportunities, and threats, along with political, economic, social, technological, and environmental factors. It further assesses competitive forces, strategic positioning, market segmentation, and growth strategies. The report concludes with a summary of findings, offering insights into the marketing and management strategies of both businesses.

Marketing and management

Marketing and management
Table of Contents
Introduction......................................................................................................................................2
Small business: AIM High PUBLISHING COMPANY ................................................................2
SWOT ANALYSIS......................................................................................................................2
PESTLE ANALYSIS...................................................................................................................3
PORTER FIVE FORCE MODEL...................................................................................................5
BCG MATRIX ............................................................................................................................6
SEGMENTATION......................................................................................................................6
ANSOFF MATRIX......................................................................................................................6
Large business: Whittaker's chocolate company.............................................................................7
About the business.......................................................................................................................7
SWOT ANALYSIS......................................................................................................................7
PESTLE ANALYSIS...................................................................................................................9
PORTER FIVE FORCE MODEL.............................................................................................10
BCG MATRIX ..........................................................................................................................11
SEGMENTATION....................................................................................................................11
ANSOFF MATRIX....................................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Marketing and management
Introduction
In this report the discussion will be on the two companies. The first company which is selected
as the large business is Whittaker's chocolate company and the small company selected for the
task is LazyAz Company.
Small business: AIM HIGH PUBLISHING Company
AIM HIGH PUBLISHING LTD is small multi platform publishing company that emphasizes
on offering the important information and insights for the residential construction sector. The
company has the belief that to proper communication in relation to the niche market will assist
in building the brands and also boost the sales of the company. It is examined that the
organization is owned by Mark Graham who is publishing the guide related to building from
2006 and also the assorted publications has introduced over the subsequent years. This also
consists of the design guide that is annual for the homeowners that look forward towards the
work in relation to the designer and also it is written by the leading architects and designers. It
is analyzed that Mark and his employees at the Aim high publishing Ltd focuses on publishing
the Building guide magazine and also the website in 2006. This is also known as one of the
independent guide for the homeowners who are engaged in the building work expect in the
market of Auckland and they emphasize on global distribution (AIM HIGH PUBLISHING
LIMITED, 2019).
The building guide consists of the overall process of building and emphasize on renovating the
home from the initial level such as through design, construction and product selection. The
owner and publisher of the Mark Graham also worked with the different advertising agencies
and also the companies in the media sector from 1987 which consist of TVNZ and ACP
publishing. The post clients of the company are XTRA, SKY TV and Sun direct insurance.
Mark attended Boston University on the athletic scholarship from 1979- 1982 and he also
studied Broadcast Journalism and Philosophy (AIM HIGH PUBLISHING LIMITED, 2019).
AIM HIGH PUBLICATIONS has a wide range of publications and websites that target the
customers and also the architects. The main objective of the company is to offer the marketers
the menu of the channel that hit the different points of a building project that start building
through the process of design. The primary target of the customer in relation to new and
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renovations are offered with the unique and important data of the building. The secondary target
is building the professionals such as builders and designers. The company focuses on the unique
characteristics related with context, authority, direct distribution and also longevity. AIM HIGH
Magazines also offer 100% of the market penetration for the customers who are active and want
advice for the project (AIM HIGH PUBLISHING LIMITED, 2019).
SWOT ANALYSIS STRENGTH
1. Brand value
2. Large customer base
3. Offer accurate information to the clients
4. Early adopted the digital technology
5. Has an wide email data base
6. National coverage WEAKNESS
1. Government policies affect growth
2. Requires latest technology
3. Less competitive power
 OPPORUNITIES
1. Can boost the market share.
2. Support from the strategic alliance with the peak industry bodies.
3. The company can have the target market of the specialized products.
4. BOB has a large support from the industry.
5. It is important for the company to keep the client on Hook.
 THREATS
1. High competition level in the market.
2. Less chance for the repetitive business.
3. Issue for BG is selling advertising for the annual publication that is compared with the
other magazines.
4. It is observed that there are advertisers and advertising agencies that are time oriented and
it create difficulty to consider the annual time (Altbach & Hoshino, 2015).
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Marketing and management
PESTLE ANALYSIS POLITICAL AND LEGAL FACTOR
1. In this sector, it is examined that business freedom in the New Zealand is 99% but it is
seen that the company has to take into consideration the different rules and regulations that are
implemented by the government.
2. Trade freedom in the New Zealand market is 84.4% that is necessary to be considered by
the companies.
3. Facilitation and computerization of the entire tax structure.
4. Recoding in relation to the public construction law.
5. Face challenge related with the change in the tax rate. ECONOMIC
1. Per capital is more than 8 time more as compared to the other countries in New Zealand.
2. The majority of individuals focus on spending more that helps to maintain the money
circulation all over the country.
3. The inflation and unemployment rate is low (García-Peñalvo, 2018). SOCIAL
1. The company should emphasize on repositioning of the products.
2. Boosted the remarketing to maintain the customer base of the company.
3. It is important for the company to emphasize on keeping the clients on the hook and to
maintain the customer base of the employees. TECHNOLOGICAL factor
1. R&D can assist the organization to enhance the market share.
2. By having technological advancement the company can easily get the feedback of the
customers.
3. Consider the use of the latest technology to give feedback to the company as there are
majority of the people who are using the latest innovations (Murray, 2017). Environmental factor
1. Latest technologies impact the activities.
2. Climate change impact the overall operations of the company.
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PORTER FIVE FORCE MODEL THREAT OF ENTRY(low)
1. High cost required at the time of starting the business.
2. Not easy for the companies to establish the large customer base.
3. Capital requirement is more required. BARGAINING POWER OF BUYERS( High)
1. The customers have choice to avail the services that are provided by the company in the
market.
2. Latest technology has made the entire process easy for the company. BARGAINING POWER OF SUPPLIERS ( High)
1. At the time of designing, the company focuses on maintaining the quality.
2. The partners associated with the company can negotiate the overall costing at the time of
managing the activities. THREAT OF SUBTITUTES( less)
1. There are few companies providing the same service to the customers.
2. Customers require more choice.
3. Offers unique designs
4. Provide effective services (Simpson et al., 2015). INDUSTRY RILVARIES( high)
1.) High competition level
2.) The competitors are Archipro, Eboss andHouzz.
3.) The competitors are considering the use of face book advertising skills.
BCG MATRIX
The strategic position of the company is good. It has been seen that the services that are offered
by the company helps them to build their dreams. The vast information is offered by the
company to its customers that assist in maximizing the overall satisfaction level. It is seen that
BOB is the industry magazine that can be considered on the start stage as it requires more
investment. It is analyzed that BOB is supported by the industry associations and also it needs
be improved as it is beneficial for the builders who have the strong learning practices. The
design guide magazine offered by the company is on the dog stage as in this only the issues are
themed and there is requirement of the inviting the architects to give more contribution towards
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the articles. The last stage is Cash Cow stage in which there is low growth but the overall
market share is high or large. In this context the building guide can be taken into consideration
as it has the eight separate regions that streamline the overall production in the one region every
month. Therefore, it can be said that the strategic position of the company is on the growth
platform. It is necessary for the company to emphasize on preparing the sale of the business and
also to focus on the improvement that can take place within the activities of the company. The
strategic play to boost the business share of the company requires the more funding from the
different partners (AIM HIGH PUBLISHING LIMITED, 2019).
SEGMENTATION Geographic: The Company is known as the small company so the main focus is on the
individuals who are living in the Auckland. But the company also maintains the large market
area through emails. Demographic: The Company focuses more on the target builders and designers. For
selling the design guides the emphasis is also on the Chinese customers. In relation to building
guide magazine, the focus is on builders and unique distribution via BCA’s councils. Psychographic: The Company emphasizes on helping the people to build their dreams
not the Nightmares.
 Behavioral: Aim High publishing emphasizes on the requirements of the customers so
that it could be easy to attain set goals and objectives in the competitive market.
ANSOFF MATRIX
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Marketing and management
(Source: Hanlon, 2019).
(Source: Hanlon, 2019).
 Aim high publishing company take into consideration the Ans-off matrix. The services
are provided by the company in the New Zealand market. The existing market penetration
strategy of the company focuses on selling the products and services in the market by
considering the individuals such as builders, Chinese customers and distribution via BCA’s
councils (AIM HIGH PUBLISHING LIMITED, 2019). In relation to product development strategy, it is important for the company to emphasize
on maintaining the constraints of HRM so that it could be easy to offer different services to the
customers which will boost the market share. Market development strategy, the company should focus on introducing new designs in
the market so that customer base can be maintained. Also the company should focus on large
investment that should be done by the partners and investors. It is important for the company to
make the improvements in the existing activities. For diversification strategy, Aim high publishing should focus on making small changes
in the products and activities. Also, the funding should be done to come on board (Deakins,
Bensemann & Battisti,2016).
Large business: Whittaker's chocolate company
About the business
The company is one of the confectionary manufacturers that have a specialization in the
chocolate sector. The company is based in Porirua in New Zealand. It is examined that company
is the second biggest chocolate brand in the market of New Zealand. Whittaker's chocolate
company has the local market share of 41%and approximately 30% of the production is
exported. The company was founded in1896 and the founder of the company was J.H
Whittaker. In the present scenario, the company manages its operation in the market of New
Zealand. The market area of the company is large in the New Zealand market and also it has
been observed that it maintain specialization in the field of chocolate. The team of the company
is emphasizing on expanding its operational base in the different market such on the
international platform. The business model of the company focuses on offering good quality and
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Marketing and management
rich chocolate that assist to boost the sales through which it is easy to compete in the market.
The company has also collaborated with the TIP TOP Company and now the main emphasis is
on offering the ice cream flavors in a chocolaty way. It is seen that the company enjoys good
brand image in the market (Whittakers, 2019).
SWOT ANALYSIS STRENGTH
1. The company has proper understanding of serving the customers by fulfilling their needs
in the highly competitive market.
2. Customer loyalty: The next strength is concerned with the satisfaction level of the
customers on which the company emphasizes more.
3. Brand image: Positive brand image in the market. The company was established in
1990’s that helped to attained success as stated in the graph (Davis, Lockwood,Alcott &
Pantelidis, 2018).
(Source: Food and Beverage Information Project, 2019). WEAKNESS
1. Policies of the government impact growth of the company.
2. Up gradation of the latest technology. OPPORUNITIES
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Marketing and management
1. The company has the opportunity to enhance the market share in the highly competitive
market.
2. The company should focus on online deliver of the products.
3. Develop the gift vouchers to attract the customers (Moutinho & Phillips, 2018). THREATS
1. High competition level from the companies such as Cadbury and Patagonia Chocolates.
2. Rise in the health consciousness among the individuals.
3. Maintaining good quality is one of the challenges in relation to the storage facility (Howe
et al., 2016).
(Source: Food and Beverage Information Project, 2019).
PESTLE ANALYSIS POLITICAL AND LEGAL FACTOR
The business freedom is New Zealand is 99.9% but on the other hand the trade freedom is only
84.4% which states that the rules and regulations are important to be followed by the businesses
in the market. The large companies have to face rules and regulations of the company (Colley,
Fretwell & Bourdeau, 2017). SOCIAL FACTOR
Consumption and imports: The culture of the New Zealand is different as there is majority of
Muslin and Christian religions. So, at the time of different festivals the consumption and
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Marketing and management
imports of the foods and beverage enhances which can help to boost the market share
(Rodrigues et al., 2017). TECHNOLOGICAL FACTOR
1. Feedback ratio: It is examined that the company has the benefit of technological
advancement as customers can now easily give feedback to the services availed by the
company.
2. Research and development can help the company to boost the market share (Grünig &
Morschett, 2017). ENVIORNMENTAL FACTOR
1. The company has also minimized the amount of the cocoa in relation to the chocolates
bars and added the palm oil to compensate. This is done because it will help to boost the
experience of the customers and also safeguard the forests (McDONALD, 2016). ECONOMIC FACTOR
Interest rates can impact the company as it has been seen that if the rates are high then loans will
not be taken. The company has large presence in Wellington region that assisted the company in
boosting the market share.
PORTER FIVE FORCE MODEL BARGAINING POWER OF THE CUSTOMERS ( High)
The bargaining power of the customers is high as there are many companies that are present in
the company such as Chocoyo, Solomons and Makana.
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Marketing and management
(Source: Food and Beverage Information Project, 2019). BARGAINING POWER OF BUYERS
The bargaining power of the buyers is low as the company focuses on production also by
considering the latest technologies for production (Ward, 2018). THREAT OF SUBTITUTES ( high)
It is observed that there are many competitors present in the market and the customers have the
chance to substitute the products if they are not satisfied with the services offered by the
company THREAT OF ENTRY ( Low)
There is low substitution rate as it is seen that to enhance the market share companies requires
high investment which is not possible to be maintained by all the companies (Oh, Cho & Kim,
2015). INDUSTRY RIVALRIES ( High)
There are many competitors present in the market, so it is high in the New Zealand market.
BCG MATRIX
In chocolate named by TIP TOP X WHITTAKER'S is on the star stage as it needs more
investment. The block chocolates of the company are on the Dog stage. Slab chocolate can be
on the Cash Cows Stage as there is low growth but the market share is high.
SEGMENTATION
 Geographic: The market area of the company is large as the company is one of the
biggest companies.
 Demographic: the main focus is on the teenagers and couples.
 Psychographic: the different chocolates are introduced in the market according to
occasion and traditions.
 Behavioral: Consider the taste and preference of the customers (Methven, Xiao, Cai &
Prescott, 2016).
ANSOFF MATRIX
Whittaker's chocolate company emphasizes on product development strategy in which new
chocolates are offered such as Tip Top chocolates. In context to market development strategy
discounts and offers should be given enhance the market share. The last is diversification
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Marketing and management
strategy that should be considered to expand the market in different areas of the company
(Hanlon, 2019).
Role of situational analysis in strategic planning and management
Situational analysis can be defined as the evaluation in relation to internal and external factors of
the business. It helps to identify the business capabilities, customers and also the business
environment that affect the overall activities of the company. Situational analysis plays a great
role in relation to the below mentioned different aspects such as
1.) It helps to evaluate the competitors and also assists in determining the competitive
advantage.
2.) By considering SWOT as a situational tool it can be easy to evaluate the weakness and
threats which can help in considering the strategies that will boost the success ratio of the
company.
3.) It also helps to bring modifications that are not beneficial for the company in highly
competitive business world.
4.) Situational analysis helps in managing the resources of the company.
5.) It creates better understanding of the business environment so that products can be
launched accordingly (Bryson, 2018).
Conclusion
It is concluded that these tools should be considered so that it could be easy to attain growth in
the competitive market. These tools will also assist in maintaining the competitive advantage.
So, small as well as large business should take into consideration these tools so that market
share can boosted.
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References
AIM HIGH PUBLISHING LIMITED, 2019.About Us. Retrieved from:
https://aim-high.co.nz/about-us/
AIM HIGH PUBLISHING LIMITED, 2019.About Us. Retrieved from: https://aim-high.co.nz/
Altbach, P. G., & Hoshino, E. S. (2015). International book publishing: An encyclopedia.
Routledge.
Bryson, J. M. (2018). Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement. John Wiley & Sons.
Colley, M. C., Fretwell, C., & Bourdeau, B. (2017). From Social Entrepreneurship to Sustainable
Entrepreneurship: Improving the value chain and marketing of Haitian chocolate. Journal
of Strategic Innovation & Sustainability, 12(2).
Davis, B., Lockwood, A., Alcott, P., & Pantelidis, I. S. (2018). Food and beverage management.
Routledge.
Deakins, D., Bensemann, J., & Battisti, M. (2016). Entrepreneurial skill and regulation: Evidence
from primary sector rural entrepreneurs. International Journal of Entrepreneurial
Behavior & Research, 22(2), 234-259.
Food and Beverage Information Project, 2019. INVESTMENT OPPORTUNITIES IN THE NEW
ZEALAND CHOCOLATE INDUSTRY. Retrieved from:
https://www.mbie.govt.nz/assets/a473d2d55e/investment-opportunities-nz-chocolate-
industry.pdf
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García-Peñalvo, F. J. (Ed.). (2018). Global Implications of Emerging Technology Trends. IGI
Global.
Grünig, R., & Morschett, D. (2017). Determining the Target Markets. In Developing
International Strategies (pp. 85-104). Springer, Berlin, Heidelberg.
Hanlon,A., 2019. The Ansoff Model. Retrieved from: https://www.smartinsights.com/marketing-
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Howe, A. S., Skidmore, P. M., Parnell, W. R., Wong, J. E., Lubransky, A. C., & Black, K. E.
(2016). Cardiorespiratory fitness is positively associated with a healthy dietary pattern in
New Zealand adolescents. Public health nutrition, 19(7), 1279-1287.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice.
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Methven, L., Xiao, C., Cai, M., & Prescott, J. (2016). Rejection thresholds (RjT) of sweet likers
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Management (pp. 46-79). Routledge.
Murray, G. (2017). Capitalist networks and social power in Australia and New Zealand.
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Oh, C., Cho, Y., & Kim, W. (2015). The effect of a firm's strategic innovation decisions on its
market performance. Technology Analysis & Strategic Management, 27(1), 39-53.
Rodrigues, S. A., Selway, N., Morgenstern, M. P., Motoi, L., Stokes, J. R., & James, B. J.
(2017). Lubrication of chocolate during oral processing. Food & function, 8(2), 533-544.
Simpson, D., Meredith, J., Boyer, K., Dilts, D., Ellram, L. M., & Leong, G. K. (2015).
Professional, research, and publishing trends in operations and supply chain
management. Journal of Supply Chain Management, 51(3), 87-100.
Ward, J. (2018). From South America to Willy Wonka–a brief outline of the production and
composition of chocolate. Articles and features, 71.
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Whittakers, 2019.About Us. Retrieved from: https://www.whittakers.co.nz/en_WW/products/
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