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    Number of Pages: 8


    Summary of the research paper:

    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

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    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, 

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