The main purpose of this report is to analyze a whole marketing environment for FERRERO COLLECTION. The report contains the internal development of FERRERO COLLECTION in the chocolate market, which would be thoroughly identified and analyzed its own strengths, weaknesses, opportunities and threats. In addition, this report will scan the macro environment, such as the change of the regional policies and the different culture in different target area. Then, the report will continue to analyze the micro environment, for example the competitors of the FERRERO COLLECTION and its intermediaries of this company. Last, the report will point on a classification product of the FERRERO COLLECTION and analyze the qualities, features, style, etc. of the product.
FERRERO COLLECTION is a well-known chocolate making company which drives from Italy. According to the research conducted by Muehlfeld, Weitzel, & Witteloostuijn (2011), FERRERO COLLECTION is the fourth greatest confection producer in the world. Since its establishment in 1946, it is now growing into a multinational chocolate maker and own many famous chocolate brands. Moreover, the FERRERO COLLECTION is a family enterprise which set up by the Pietro Ferrero and now is in charge of the third generation of the family. Although FERRERO COLLECTION is a family enterprise, it also grows into a big multinational enterprise.
FERRERO COLLECTION is experiencing some difficulties with the declination of the marketing shares. Two of the biggest competitors of FERRERO COLLECTION, BARRY CALLEBAUT and NESTLE have gradually seized the shares which once belong to FERRERO COLLECTION. Due to its special organizations in foreign countries, it limited the expanding of its products. Factory management is also a big issue for the future of FERRERO COLLECTION.
In order to give a whole analysis of this chocolate maker, this report will scan the whole development of the company and the environment of each important period. Also, the STP of this brand will be carefully discussed.
The results of this report show that the macro environment and micro environment are favorable to the development of FERRERO COLLECTION. In addition, the behavioral segmentation should be used by FERRERO COLLECTION to segment the market. At last, it is the customers focusing on the reputation and fashion of the products that should be targeted by FERRERO COLLECTION.
FERRERO COLLECTION, one famous brand, brings three types of confections together. The main purposes of this report include analyzing the factors influencing the development of FERRERO COLLECTION and discussing the segmentation, targeting and positioning of FERRERO COLLECTION. The scope of this report covers the business environment, customers’ behaviors and marketing strategies. In this research, the secondary data collected from literature and reliable are used. The limitation of this research is that the primary data collected from the consumers of FERRERO COLLECTION are not used.
2.0 Background Information
Now confection, especially the chocolate, is favored by the young people and children. In general, the market needs in Australia have increased as well. Of course, there are some unfavorable factors influencing this industry (Sivasailam, 2013). For instance, the increasing input price of cocoa and sugar has increased the operating costs of this industry and decreased the competitiveness of the products. In addition, with more people realizing the negative impacts of chocolate and confectionery on health, the sales of this industry have been unfavorably influenced.
Sivasailam (2013) argued that this industry is expected to continue to perform modestly in the following five years. Especially, the growth of market demand in domestic demand is expected to be modest as well. Therefore, the development space of this industry is great. The industry revenue is showed in Figure