GSBS6041: Toblerone Global Marketing Strategy Report

This report provides a comprehensive analysis of Toblerone's global marketing strategy, focusing on identifying potential opportunities for market expansion. The report begins with an executive summary and an introduction that highlights the importance of strategic planning in today's competitive business environment. It then delves into the company's structure, capabilities, and resources, specifically focusing on the Toblerone brand owned by Mondelez International. The report examines the products, markets, distribution, and supply chain, exploring geographical markets and the competitive landscape within the confectionery industry. A SWOT analysis is conducted to evaluate the brand's strengths, weaknesses, opportunities, and threats. The analysis includes insights into the company's unique shape and flavors. The report concludes with a summary of the key findings and recommendations for increasing market size through enhanced promotional activities, distribution improvements, and strategic retail partnerships. The report also references various sources to support its analysis.

Running Head: BUSINESS OPPORTUNITY ANALYSIS
0
Global Marketing Strategy and Planning
Student Name:
Student University:

BUSINESS OPPORTUNITY ANALYSIS 1
Executive Summary
In recent times, Toblerone is making investment at large for audience to know its
brand globally with the availability of potential marketing opportunities. The company use its
capabilities and resources in the business to form its structure with better understanding and
analysing the current situation internally and externally of product line within the
environment. There is increase of competitiveness in the industry along with knowing its
situation to estimate the growth and success of the brand across the globe. The company
decided to increase the investment for way better distribution and increasing its supply in the
markets globally knowing the strengths and opportunities of the brand within the business
while analysing the opportunities overall. Lastly, it is essential to increase the market size of
the company across the globe for success through better marketing plan.

BUSINESS OPPORTUNITY ANALYSIS 2
Contents
Introduction................................................................................................................................3
Company Structure, Capabilities and Resources.......................................................................3
Products, Markets, Distribution and Supply..............................................................................4
Competitive Environment and Industry Situation......................................................................5
SWOT........................................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

BUSINESS OPPORTUNITY ANALYSIS 3
Introduction
In today’s competitive business world, working on plan is important to devote while
identifying opportunities in future for the company. The development a long-term strategy is
a key for the company as there is nothing without planning because it will only provide short-
term success (Gallo, Antolin-Lopez, & Montiel, 2018). Across the globe, analysing
opportunity in the markets is taken into consideration including available technology,
financial capabilities and competitive readiness within the company to take action. It requires
discovering unmet customer needs, identification of new target markets, and realization of
competitive advantages. Furthermore, it is essential to meet customer needs due to the
increase level of competition within the environment (Ramli, 2017). This report will cover
the discussion on a business for identifying the availability of potential marketing
opportunities globally in respect to product line. It will analyse the current and external
situation of the chosen product line required to be explored by the business within the
company’s marketing plan.
Company Structure, Capabilities and Resources
Toblerone is chosen as a business with its product line of chocolates defining as the
most famous ‘Swiss’ chocolate bars originated from “Tobler” as a family name combined
with “torrone” which is the Italian word for nougat. The company’s structure defines these
chocolate products shaped in triangle with excellence inspired from the distinctive
Matterhorn Mountain (Brown & Wijland, 2018). Moreover, it has become a byword, dubbing
structures across the globe. Toblerone is for reawakening the taste buds immersing with its
unique taste experience combining almond nougat, finest Swiss milk chocolate and honey.
This maintains its classic shape and taste where the company innovate and explores its new
tastes continuously while enjoying dark chocolate, white chocolate and crispy coconut
flavours as well (Neilson, Pritchard, Fold, & Dwiartama, 2018). Thus, the product line of
Toblerone chocolate bars consists of Toblerone milk, Toblerone fruit and nut, Toblerone
dark, Toblerone white, and Toblerone tiny.
While the company concerned about the marketing plan used for leveraging action
plan and marketing strategy, it is essential to work on the business’s opportunity analysis. It
requires identifying the potential marketing opportunities available globally while analysing

BUSINESS OPPORTUNITY ANALYSIS 4
the product line’s current external and internal situation for successful implementation of its
marketing plan. Toblerone brand maker owned by Mondelez launched a business unit to aim
at future development in terms of snacking for knowing its capabilities and resources to
succeed in future (Donnelly, 2018). The company needs to foster entrepreneurial and
innovative spirit based on providing consumer access and channel insights along with
marketing and procurement resources for accelerating growth. Toblerone chocolate is led by
the Mondelez International Inc. in future of snacking being an iconic brand locally and
globally (Mowbray, 2018).
Products, Markets, Distribution and Supply
Toblerone is mainly concerned with the geographical and confectionery market can
be seen as biggest company is USA and second largest across the globe after Nestle. The
business is expanded with over 147,000 employees mainly operating in the segments of
North America, Europe and the developing market. The trade environment of the company
consists of trade relations, labelling requirements, and tax and duties (Monteiro, Correia, &
Braga, 2019). Based on approaching with global markets, it is essential for the company to
aim at increasing brand awareness and creating a foundation with potential marketing
opportunities to compete in a market against competitors for maintaining its growth and long-
term success globally. Toblerone brand is under the Kraft foods where there is continuous
boost of consumer interest along with launching distinct versions of iconic chocolate bar for
potential opportunities within the market which supports in launching the marketing
campaign (Bekh, 2016). It is essential to have significant opportunities for accelerating
growth of business by utilization of unique capabilities of Toblerone.
The company’s desire is to make investment in innovation driving consumer
engagement and deeper strategic retail partnerships. The distribution and supply of Toblerone
products is based on prohibiting many thing in Spain at the time of importing, the tariff
system, and importing them into Spain from Switzerland. The products are diversified mainly
on duty-free shops with large distribution if compared with competitors while Kraft making
investment in Toblerone (Sharma & Muralidharan, 2016). It has limited confectionery ranger
comparatively which does not allow striking better deal on distribution simply. Thus, the
company requires investment at large to increase distribution and supply as well while
improving sales and making money without any effort along with increase of potential global
marketing opportunities available to business. Toblerone being a brand has a huge potential

BUSINESS OPPORTUNITY ANALYSIS 5
with massive trust and awareness but it is essential for the business to adapt a global
marketing opportunity by increasing its market size to target large number of audience as the
brand is not known globally due to lack of promotion (Chamat, 2015).
Competitive Environment and Industry Situation
Toblerone made its promotion last in 2007 and there is no essence of its activities in
recent times where it is hard for people to know about the brand. It is essential for making
potential marketing opportunities available globally by increasing its market size through the
company’s capabilities and resources used in marketing plan for reaching at a global level in
future (Amos, 2012). Toblerone is unique due to its triangular shape based on the shape of
mountain which is the business’s one of the marketing approaches. Another approach defines
the distinct flavours and tastes provided by Toblerone showing its choice of brand
personality. The personality brand of Toblerone is Explorer where customers feel free and
can make their choices among the product line provided to them (CP, 2019). It provides an
opportunity of preferring their way of chocolate and its taste. The customers targeting by the
company in such a competitive environment is people who are shopping-oriented mainly that
provides Toblerone as a gift to their family members, relatives, neighbours or children as a
unique present.
In the market, Toblerone is highly competitive as a chocolate bar even after the
presence of rivals when compared consisting high promotional activities for the availability
of potential opportunities in the market globally along with the competitive advantage (Perch,
2019). Industry growth of the chocolate is based on the changing lifestyle, increasing
disposable income, gifting chocolates rising trend, and surge in the dark chocolates sales to
drive as expected. It requires Toblerone to improve its marketing plan through increasing
promotional activities while expanding its market size based on the taste and preferences of
the consumers along with increasing the investment for better future across the global with
availability of opportunities (Business Wire, 2014). Thus, in the business, Toblerone also
faced the challenges within the market trend view to make sure the Switzerland’s competitive
conditions internationally as a based location to produce chocolate bars which is increasingly
important. Lastly, there is increase in competitiveness at the time of business accessing
export markets to increase its opportunities.

BUSINESS OPPORTUNITY ANALYSIS 6
SWOT
Opportunity analysis can attain success through competitive analysis, demand
forecast, targeted marketing and market research where it is essential to analyse strengths,
weaknesses, opportunities and threats to the business (Moodie, 2019).
Strengths
 Toblerone key strength is its unique
shape which is already competitive
within the market.
 Its popularity across the globe where
increase in promotional activities can
help the company to be one of known
brand both locally and globally with
patenting opportunities in the market
(Nieburg, 2013).
 It is acceptable and suitable for every
kind of individuals with its strong
Swiss association and good
marketing.
Weaknesses
 Toblerone chocolate bars are
expensive which cannot be at nominal
value for every individual.
 There are various controversies with
the redesigning of the product line
along with raw materials high cost.
 There is a presence of brand’s
negative marketing on social media to
the business due to lack of interaction
with people globally through its
promotional activities which is
possible through increasing its market
size overall.
Opportunities
 This brand generates an opportunity
of changing gifting culture globally
and Toblerone are considered to be
the trendy ones as positioned of
gifting chocolates.
 The company ensures to provide
healthy chocolate with being rich in
antioxidants which creates a surge in
demand globally.
Threats
 The one and only major threat for
Toblerone as a favourable chocolate
bar within the industry and market is
its competition against major rivals
such as Ferrero Rocher, Lindt and
Ghirardelli which might interrupt
within the marketing plan to attain
the potential global marketing
opportunity availability of increasing
its market size for product line across
the globe.

BUSINESS OPPORTUNITY ANALYSIS 7
Conclusion
Conclusively, analysing opportunities is essential for the company to make available
the potential marketing opportunities globally while implementing the marketing plan.
Toblerone is one of the best brands within the chocolate industry due to its unique shape and
tastes as preferred by the customers. But, looking towards the market requires its expansion at
large where not every individual is aware about it due to its lack of promotional activities. It
is essential to the business for increasing its market size through analysing competitive
environment and industry situation based on the company’s capabilities and resources used
for development and improving through innovation in the product line to grow in future. This
will happen with increase the distribution by investing highly along with knowing its
strengths and opportunities for further success.

BUSINESS OPPORTUNITY ANALYSIS 8
References
Amos, S. (2012, July 17). Champions of Design: Toblerone. Retrieved from Campaign:
https://www.campaignlive.co.uk/article/champions-design-toblerone/1141350
Bekh, K. (2016). A company’s marketing mix in terms of glocal marketing. Baltic Journal of
Economic Studie, 2(5), 10-15.
Brown, S., & Wijland, R. (2018). Figuratively speaking: of metaphor, simile and metonymy
in marketing thought. European Journal of Marketing, 52(1-2), 328-347.
Business Wire. (2014, September 29). Research and Markets: Chocolate Industry Market in
India, 2014-2019. Retrieved from Business Wire:
https://www.businesswire.com/news/home/20140929006331/en/Research-Markets-
Chocolate-Industry-Market-India-2014-2019
Chamat, R. (2015, June 22). How has Toblerone Maintained Brand Awareness over the
Decades? Retrieved from 8ways: https://www.8ways.ch/en/digital-news/how-has-
toblerone-maintained-brand-awareness-over-decades
CP. (2019, March 26). Swiss chocolate market grows 1% annually, despite challenging
market conditions. Retrieved from Confectionery Production:
https://www.confectioneryproduction.com/news/25921/swiss-chocolate-market-
grows-1-annually-despite-challenging-market-conditions/
Donnelly, G. (2018, October 30). Exclusive: Mondelez to Launch New Business Aimed at
Shaping the Future of Snacking. Retrieved from Fortune:
https://fortune.com/2018/10/29/mondelez-snack-futures/
Gallo, P., Antolin-Lopez, R., & Montiel, I. (2018). Associative Sustainable Business Models:
Cases in the bean-to-bar chocolate industry. Journal of cleaner production, 174, 905-
916.
Monteiro, P., Correia, A., & Braga, V. (2019). Factors for Marketing Innovation in
Portuguese Firms CIS 2014. Mathematical and Computational Applications, 24(4),
99.

BUSINESS OPPORTUNITY ANALYSIS 9
Moodie, M. (2019, December 10). Mondelez World Travel Retail builds a Sense of Place
with Toblerone. Retrieved from Moddie Davitt:
https://www.moodiedavittreport.com/mondelez-world-travel-retail-builds-a-sense-of-
place-with-toblerone/
Mowbray, S. (2018, February 27). The Story Behind Toblerone's Distinctive Pyramids.
Retrieved from The Culture Trip:
https://theculturetrip.com/europe/switzerland/articles/the-story-behind-toblerones-
distinctive-pyramids/
Neilson, J., Pritchard, B., Fold, N., & Dwiartama, A. (2018). Lead Firms in the Cocoa–
Chocolate Global Production Network: An Assessment of the Deductive Capabilities
of GPN 2.0. Economic Geography, 94(4), 400-424.
Nieburg, O. (2013, April 4). Cadbury India discounts Toblerone to grow premium category.
Retrieved from Confectionery:
https://www.confectionerynews.com/Article/2013/04/04/Cadbury-India-Toblerone-
discount-premium
Perch, D. (2019, November). Marketing of 10 Famous Chocolate Brands. Retrieved from
The Social Grabber: https://thesocialgrabber.com/marketing-of-10-famous-chocolate-
brands/
Ramli, N. (2017). A review of marketing strategies from the European chocolate industry.
Journal of Global Entrepreneurship Research, 7(1), 10.
Sharma, S., & Muralidharan, G. (2016). Impact of Key Drivers of Existing Brand Equity on
Brand Extensions. Asian Journal of Research in Marketing, 5(2), 13-29.