Buiness opportunities for Thorntons in china Free essay! Download now
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Buiness opportunities for Thorntons in china
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| Words: 2370 | Submitted: 17-Apr-2015
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DescriptionThis report aims to give a specific explanation to demonstrate whether it is an appropriate time to open Chinese market for Thorntons through analysis of several issues.
Business Opportunities For Thorntons PLC
In China: An Exploration
This report aims to give a specific explanation to demonstrate whether it is an appropriate time to open Chinese market for Thorntons through analysis of several issues.
As the world’s most populous country and second biggest economy, there is much room for company to run businesses in China, and so did chocolate market. Allen (2010) describes China market as a 10K foot race, and so far this chocolate war is only about 10 percent done. So it is still a newly developing market which will certainly have a bright future and the premium brand will become the most popular one to expand within it.
Ferrero Rocher was the first chocolate company to enter China, and Mars was the first one to set up factory in 1993. Compared to these foreign chocolate brands, Thorntons may come to China later and it also has some weaknesses such as lacking of experience to explore the international market and so on. However, there is no other time to enter into the Chinese market as now with a stable and healthy political and economical circumstance.
Even though companies like Mars, Ferrero, they entering Chinese market early and building up strong brand loyalty, with finest chocolate imported from UK, a good promotion strategy of its brand and a suitable price, Thorntons will achieve great success in the fast growing Chinese market.
Executive Summary 2
1. Introduction 4
1.1 Commissioned by 4
1.2 Purpose 4
1.3 Structure 4
2 China Business Environment 5
2.1 Recent economic performance 5
2.2 Demographic information 5
2.3 Culture factors 6
2.4 Potential risks 6
2.41 Economic situations 7
2.42 Intellectual Property (IP) 7
2.43 Food safety 7
3. Chocolate market in China 7
3.1 General view of chocolate market in China 7
3.2 Chinese chocolate consumption 8
3.3 Existing competitors in China 9
4. Strategic Fit Between Thorntons and China 10
4.1 Strength 10
4.2 Weakness 10
5. Conclusion 11
6. Recommendation 11
6.1 Products and locations 11
6.2 Other factors relevant to the success 11
1.1 Commissioned by
The Chief Executive of Thorntons: Richard Hart.
Present findings in this report to explore whether Thorntons should entering into Chinese market and give several recommendations to put it forward.
This report will be laid out as follows: ...
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