This 8-page paper concerns the Thorntons Co., which manufacturers and distributes chocolates and other confectionery's throughout the United Kingdom. The paper focuses on Thorntons marketing plan, provides a PEST and SWOT analysis and then offers recommendations for a successful marketing mix. Bibliography lists 2 sources.
Name of Research Paper File: D0_MTthornt.rtf
Unformatted Sample Text from the Research Paper:
providing high-quality chocolates and other confections through various stores -- including its own -- a catalog and a web site. Like many companies
however, Thorntons is suffering from an economic slump. Not as many people are buying candy for themselves -- which prompted Thorntons in 2001 to reposition its products as an
ideal gift rather than a self-indulgence (Brabbs, 2001). This new strategy was based in part on research that told Thorntons executives thats the product does better as a gift rather
than a treat for oneself (Brabbs, 2001). Finally, according to its rather ambitious 2001 annual report, Thorntons goal is to "be the UKs
leading retailer and distributor of sweet special foods" (Thorntons PLC, 2001). Although there is little to indicate that Europe is this companys next market, the implication is that Thorntons
would probably like to gain a toehold on the Continent. But there is a great deal of competition in the confectionery market, particularly
from international sources. We will examine this competition and analyze other marketing factors that could be either obstacles or opportunities to Thorntons success. Analysis - PEST and SWOT
This next section will examine Thorntons marketing strengths and weaknesses both PEST and SWOT analyses. PEST, which stands for political, environmental, sociological and
technological factors, will help us examine the environment in which Thorntons is operating. The SWOT analysis in the meantime, will tell us how Thorntons stacks up to its competition
and its market. PEST. In analyzing the political climate in which Thornton operates, we can examine a few things. First of all,