divine chocolate - Assignment 1 Situational Audit and Timeline Report Table of Contents Introduction 3 SWOT Analysis 3 Competitive Structure of the UK

divine chocolate - Assignment 1 Situational Audit and...

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Assignment 1: Situational Audit and Timeline Report
Table of Contents Introduction .......................................................................................................................................... 3 SWOT Analysis ................................................................................................................................. 3 Competitive Structure of the UK Chocolate Confectionary Market ......................... 5 Key Strategic Issues ....................................................................................................................... 6 Project Timeline ................................................................................................................................. 9 Conclusion ........................................................................................................................................... 9 References ....................................................................................................................................... 10
Introduction The effectiveness of the marketing strategy plays a key role in the success or failure of a business. A marketing strategy that is appropriately developed helps a business optimize its revenue by: targeting the right market segment, positioning the product efficiently, holding a strong position against competitors, growing the business by entering new markets, and managing the value chain effectively (Kotler and Armstrong, 2008). In order to develop an effective marketing strategy, it is essential that all the relevant factors are taken into consideration. Among the most important factors to be considered before development of the marketing strategy is the existing situation of the organisation. This may include an assessment of the competitive environment, the strengths and weaknesses of the organisation, and the opportunities and threats the organisation may face. A comprehensive situational analysis leads towards acquisition of essential information which helps in determining a sound marketing strategy. The organisation under consideration in this report is ‘Divine Chocolate Company Ltd’. The report includes: a SWOT analysis of the company, an overview of the competitive environment of the industry in which the company operates, key strategic issues in light of the situational analysis, and a project timeline of the marketing research to be conducted for development of a marketing strategy for the company. SWOT Analysis SWOT analysis is one of the most effective analytical models used to evaluate the internal and external environment of an organisation. SWOT analysis considers; strengths and weaknesses of the organization which are also known as the internal factors, and opportunities and threats faced by the organisation which are also known as the external factors (Doyle & Stern, 2006). The analysis is conducted to obtain an understanding of the environment in which the organisation operates. The analysis may also be used to evaluate the effectiveness of a strategy implemented by the organisation (Hooley et al., 2008). For the purpose of this report, the SWOT analysis of Divine Chocolate Company Ltd has been outlined below.
Strengths The company has strong market growth in international markets. Divine Chocolate is among the pioneer companies for establishing an organisational structure that involves farmers directly (Barnett, 2011). It is the only fair trade company in which the farmers own 45% of the stake (DivineChocolate, 2013).

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