between kids. The external opportunities lead to expanding business operations of chocolate products in Malaysia. They should also make effort to improve the cost efficiency by the implementation of advanced technology and technological support. Reduction of internal costs in procurement, supply chain management, and outsourcing to business partners make awise opportunity to chocolate products in Malaysia. The lower fat and lower calories products will hit the market and make a strong brand image in the market (Beg, Ahmad, Jan & Bashir, 2017).External ThreatsThe close-set retail store can be self-competition to the chocolate products in Malaysia. There are many other major competitors in the market such as Cadbury, Nestle, KitKat, etc. It is to be seen that customers are generally purchasing branded chocolates and small-medium manufacturers are ignored, as there are highly personified and qualified employees (Tan, Ali, Makhbul & Ismail, 2017). The confectionery market has low barriers to take entry in the market with the result that many new entrants are entering into the market,
International Business Management6which are providing huge investments on advertisement and marketing. There is also an enormous market for homemade chocolates nowadays, which are going to be a threat for chocolate products in Malaysia. It is seen that aggressive promotion from price wars and competitors are highly affected by chocolate products in Malaysia in emerging markets. In addition, implementation of new laws and regulations makes the organization to cancel proposed to launch chocolate products in Malaysia (Jaques, 2015). RecommendationNoosa Chocolate Factory vision and mission will be a leader in the Malaysian chocolate market. To accomplish this, their mission should be expanding their factory to othercountries. Their fresh handcraft chocolate can distribute not only in Penang but also in other states in Malaysia. They should make the maximum effort in attaining profit through advertising and promotion (Torres-Moreno, Torrescasana, Salas-Salvadó & Blanch, 2015). It is seen that many customers think that their chocolate is costly so promotions and marketing could induce customers to buy the products. In addition, many of the customers do not identify that chocolate of Noosa Chocolate Factory does not cover palm oil until they access to their website. Therefore, advertising on T. V channel, a local newspaper, and radio can be helpful. Their main goal is to achieve the growth of the company from $5 million to $20 million turnovers without losing concentration on target customers and brand objective (Afrasiabi, Honarvar & Mizani, 2016).This concentration on the Noosa Chocolate Factory brand appears to be holding the organization at a good pace, as competitive supermarket chocolate pricing is generating a progressively difficult environment for other manufacturers. They should aim to produce high-quality chocolate products and develop a brand image which is eco-friendly and healthy (Albak & Tekin, 2016).