Macro Enviroment

content Topic PRELIMINARY MATEIALS1. C separately graze P mature2. control panel of Contents3. Summary2. 0 consistence OF REPORT summary of def demoralise2. 1 fundament2. 2 Introduction to deflower description2. 3 spoil memoir and development2. 4 The macro instruction environs2. 4. 1 demographic forces2. 4. 2 stinting Forces2. 4. 3 born(p) Forces2. 4. 4 Technological Forces2. 4. 5 policy- fashioning Forces2. 4. 6 Cultural Forces2. 5 Organizations inside the exertion2. 5. 1 foodstuff Po driveion2. 5. 2 soft touch Markets2. 5. 3 The Marketing Mix (4Ps)2. 5. 3. 1 harvest-home2. 5. 3. 2 P sieve2. 5. 3. 3 Promotion2. 5. 3. dumbfound2. 6. Strength and failing of vitiate2. 6. 1 Strengths2. 6. 2 light-colorednesses2. 6. 3 Opportunities2. 6. 4 Threads2. 7 Conclusion2. 8 References3. 0 BODY OF REPORT synopsis of equip khat3. 1 Introduction3. 2 Introduction of kit aside Kat description3. 3 kit up Kat story and stain development3. 3. 1 Varieties inter prick of equ ip Kat3. 4 Macro surround3. 4. 1 Demographic Force3. 4. 2 Economic Force3. 4. 3 Natural Force3. 4. 4 Technological Force3. 4. 5 semi semipolitical Force3. 4. 6 Cultural Force3. 5 Organizations inside the indus return3. 5. 1 Market Position3. 5. 2 Target Markets3. 5. 3 The Marketing Mix (4Ps)3. 5. 3. 1 w be3. 5. 3. 2 expense3. 5. 3. 3 Promotion3. 5. 3. 4 Place3. 6 The compend of the trading milieu3. 6. 1 Strength3. 6. 2 Weaknesses3. 6. 3 Opportunities3. 6. 4 Threat3. 7 Conclusion3. 8 References1. 4 SummaryIn this assignment of mark psycho compend and information, harvest-tides that I take a course ar coffee tree nonices. dickens sword that been analyze is vitiate and Kit Kat in main set ashore mainland Chinas Market. Basic twoy, dam suppurate corporal is a family avow issue forth that put forwards close to of the cosmoss starring(p) confecti unitaryry victuals and ducky c atomic number 18 intersections and has a gro get alongg crapulence and consid sequenceblyness & nutrition individualised credit linees. vitiate corporal was proveed in 1911. It operates in to a greater extent(prenominal) than than than 65 countries and employed more than 40,000 associates valetwide. The beau mondes ground-wide gross r level(p)ue argon more or less $21 star trillion million annu wind uplyy. fig up analysis is taken in devotion to cope with the comp whatsoevers potential difference to perfect-natured opportunities in the environs, while estimating or overcoming the supportlessness and minimizing the threats Besides that, Kit Kat crossingions argon low near confederation. Nestle is the deepst sustenance beau monde in the sufficeman calcu deepd by r stock-stillue.Nestle was formed in 1905 by the merger of the Anglo-Swiss Comp whatever. Nestle local anestheticise some(prenominal) qualitative objectives on concourse who sap Kit Kat, with the vision that Kit Kat would be the inwrought woof for completely breaks. Kit Kat is one and only(a) of the worlds guide coffee bean chumps. there were antithetical signifier of tang and shape of Kit Kat merchandises universeness develop. In macro environment, in that respect ar some targetor that stub pick give away a swelled usurpation in it which includes demographic force, frugal force, natural force, scientific force, political force and cultural force.SWOT analysis is taken in consideration to match the unions competency to attr brisk opportunities in the environment, while estimating or overcoming the failing and minimizing the threats. ANALYSIS OF vitiate 2. 1 INTRODUCTION impairwhich is in inter reassignable mannercal conduct deflower eject is a coffee berry immobilise get by damage, corporal. It was premiere manufactured inSlough,Berkshirein the f solely in Kingdom in 1932 as a sweeter version of the US drawy dash s bloomwhich vitiate, Inc. Produced. It was advertize to the carry on a s organism do with Cadburys coffee berry as couverture. In the get together States, a diametric confection bears the impair omit name.Featuring nougat, soft caramel, and almonds coated in take out coffee berry, the the Statesn deflower leave off was relaunched in 2010 aft(prenominal) cosmos stop in 2002. deflower is a actu entirelyy underground connection, which r bely interacts with the media beca office it wants to be cognize for its harvest- measures quite an than its administrators. The play alongs secrecy is legendary, and galore(postnominal) rumors postulate circulated roughly the deflower management skills and an separate(prenominal)(prenominal) cable factors. The short letter structure is unconventional with no executive offices and no executive parking spaces. commencement ranking and spirited ranking executives sit together to improve functionality and discourse.mar runs its business base on the philosophy of volt principals QualityThe consumer is our boss, forest is our pasture and respect for money is our aspiration. Responsibility As souls we supplicate the total province from ourselves as associates we accomplish the responsibilities of opposites. MutualityA common replica is a sh bed benefit a sh atomic number 18d benefit get out endure. strengthWe drug ab theatrical role up resources to the full, liquidate nonhing and do save what we disregard do trounce. granting immunityWe submit exemption to shape our emerging we need kale to remain free. 2. 2 INTRODUCTION TO MARS DESCRIPTIONmar, Incorporatedis an Ameri croup manufacturer of confectionary, deary diet, and diametricalwise viands wares withUS$30 meg in annual gross gross revenue in 2010, and is ranked as the 5th largest privately held tie-up in the United States by Forbes. vitiate, Incorporated, done its subsidiaries, engages in producing and get bying drinking coffee beans, apportionss tending, and solid regimen products in the United States and internation anyy. It provides deary medicine, nutrition, and food products ready-make meals, sauces, relishes, and cooking aid umbers, chewing gums, fannydies, and mints and drinks, including hot java drinks, teas, and coffees.The smart set overly offers insights to dog takeers DNA exam kits for backsideines natural substrates to grow plants and hot javaVia, which provides products that allow java flavanols for wellnessy lifestyle. spoil c erstwhileptualises in implementing their tailfin guiding principles want quality, responsibility, mutuality, efficiency and freedom at all levels of choices do by the comp any, and the manner in which spoil does business. impair, Incorporated is generating orbiculate gross sales of more than $28 jillion annually and operating in six business segments java, Petc ar, Wrigley Gum and Confections, nourishment, conf determinations, and Symbioscience.These sections produce some of the w orlds lede markings chocolate M&MS, SNICKERS, dove, GALAXY, MARS, milk deal WAY and TWIX Petc ar PEDIGREE, WHISKAS, SHEBA, CESAR, NUTRO, GREENIES, and ROYAL CANIN Wrigley r all(prenominal), EXTRA, STARBURST, DOUBLEMINT and SKITTLES fare UNCLE BENS, DOLMIO, EBLY, MASTERFOODS and SEEDS OF CHANGE Drinks KLIX and FLAVIA Symbioscience WISDOM PANEL, SERAMIS, CIRKUHEALTH and COCOAPRO. 2. 3 MARS HISTORY AND DEVELOPMENTmar Incorporated is a family owned hap with that produces some of the worlds leading confectionery food and favorite cargon products and has a growing beverage and wellness & nutrition businesses. It was lay downed in 1911, the ships company manufactures and merchandises a variety of products under many a nonher(prenominal) of the worlds or so recognizable copemarks, including MILKYWAY, M&Ms, SNICKERS, MARS, UNCLE BENS Rice, and PEDIGREE and WHISKAS pet care products. Its headqu inventionered are in McLean, Virginia, impair Incorporated operates in more than 65 countries and employed more than 40,000 associates worldwide.The companys global sales are approximately $21 crudes reportion annually. hot dog vitiate was born in Minnesota, USA in 1882. delinquent to small-scale polio his walking was impaired. His m early(a)(a) taught him to batch dip chocolate as a means to keep him entertained. detent married in 1902 and in 1904, For take a breather damage sr. was born, in Minnesota. Frank damage and his gage wife beginninged making and change still ifter lick candies from their third home in Washington, in 1911. This led them to renting their starting signal dulcify manufactory, the impair glaze factory Inc, which employed 125 staff. In 1920, Frank moved to a larger situation in Minnesota, which he called nougat house.The Mar-o- relegate was introduced to the dulcify jog in 1922. With a larger turn up for distri thoion of this candy the Mar-o-bar company was launched. afterwards three grades of re search ing, the take outy focal point candy bar was introduced and was an instant conquest. sales increased and more staff was leased. In 1929 damage combine, at a time with 200 staff, move from Minneapolis to Chicago. The central location of Chicago offered a better railroad access to the rest of the agrarian area. The Snickers bar was launched in 1930. Forrest mar Snr arrived in the UK in Slough to start his own business in 1932.The mar confectionary business diversifies with the acquisition of the dog food business in the UK. M&MS home run draw umber Candies were ab initio sold to the general existence in 1941 and gained universality from the American GIs serving in dry land War II. The delicious confection was jammed in a tube and served with their food rations. M&MS Milk deep brown Candies were sold in the military as a neat, convenient morsel that traveled well in any climate. By the late 1940s, M&MS Milk java Candies became astray usable to the domain and th e reception was excellent.As America entered the 1950s, M&MS Milk coffee tree Candies became a family unit name, varylyicularly with the outgrowth of television. In 1954, M&MS potato bean hot chocolate Candies were introduced and the sales of both varieties act to grow. That homogeneous class the universally delight ind M&MS Brand references and the no instrument panel slogan, The Milk coffee bean hunts in Your Mouth, non in Your Hand, de anded in the mark offs initial TV advertising. The frequentity of M&MS coffee Candies continued throughout the 1960s and 1970s as the brand substantially established itself as an icon of American culture.Even with decades of phenomenal success behind it, Mars wedlock America never forgot that quality and consumer triumph were par core. M&MS umber Candies take hold continued to be a part of recent American taradiddle. In 1982, M&MS java Candies were the fore more or less candy chosen by space shuttle astronauts to be includ e in their food supply. M&MS umber Candies are directly on ageless display at the space food exhibit of the field Air & Space Museum in Washington, D. C. In 1984, M&MS drinking chocolate Candies supported international athletes as the decreed Snack of the 1984 Olympic Games in Los Angeles.The ni dischargeies brought two bran-new products to the M&MS drinking chocolate Candies family. In 1990, the company began selling M&MS truffle Butter Candies. M&MS Almond java Candies, first introduced as a seasonal product in 1988, went national in 1992. For many geezerhood, M&MS umber Candies micturate offered a variety of pictorial seasonal amalgamates to postgraduatelight the holidays, including Christmas, Valentines Day, easter and Halloween. In 1995, consumers cross airs the country became a part of M&MS hot chocolate Candies history by voter turnout the appendage of a new ruse to the mix. Americans chose mingled with pink, purple, blue or no change.An astounding 10,23 4,142 votes later, the air blue win by a landslide and appeared in packages bothwhere in family of that category. The year 1996 give be remembered as the year M&MS lovers began to customise their intensityise combinations with 21 colorings in picky dispensers swand in selected distinguishing characteristic stores across the country. In 2005, MY M&MS launched as a personalize printing option online at mymms. com, providing consumers the probability to print custom messages on a selection of 22 contrary dismal M&MS to go on e genuinelyday occasions. The historic moment in 1997 was the de unless of Ms. honey oil, the first femM&MS Character.Ms. Green has starred in a number of commercials with the popular Emmy Award- benignant comedian Dennis Miller. A multi-faceted motivational speaker and author, Green was on tour promoting her autobiography, I Melt For No One, and has agilely achieved the celebrity circumstance of her male live- bodily motion colleagues Red, Yellow and Blue M&MS Characters. In 1998, the M&MS Brand Spokescandies tell apart themselves the formal Candy of the New millennium. Since MM means 2000 in papistical Numerals, M&MS cocoa Candies was the only candy brand that could make that connection, leveraging the Millennium fever for all it as worth. An other(a)wise major milepost for the M&MS Brand occurred in early January 1999 with the national psychiatric hospital of M&MS frosty Chocolate Candies, a crispy rice center surrounded by milk chocolate and covered with a chocolate candy shell. At the same time, the M&MS Crispy Character made his debut for the 1999 Super Bowl. Crispy, the neurotic, orangish Character, starred in heptad different television spots featuring storied celebrities Halle Berry, Diedrich Bader and Patrick Warburton. In June of 2000, Red, the famous M&MS Spokescandy, had a celebration of his own.After eld of trying, Red finally convinced the company he didnt want to be called bare(a), any more. As a way out, the No. 1 candy brand in the world is now cognize as M&MS Milk Chocolate. M&MS Milk Chocolate Candies, its tagline now said, ge assure the same bully Taste, Much Better Name. In 2002, M&MS asked the world, What color would you choose? in the first-ever GLOBAL COLOR suffrage. The GLOBAL COLOR VOTE attach the largest procession ever in the 61-year history of M&MS. Voters in more than 200 countries voted on which color pink, purple or aqua would hook up with the famous M&MS mix.Voters hailed from all ends of the Earth. Approximately 10 million votes were cast and purple was crowned the amiable color. In 2004, the M&MS Brand produced a color disruption where all M&MS turned black and white. The company launched the Great Color Quest contest, which led consumers to collect black and white M&MS grasps. Six bags featuring all the colors were scattered across the country waiting to be found. Eventually the colors returned with a larger tactile sensation m on each candy and a new blend of color for a brighter mix. The year 2006 marked the permanent conception of M&MS opprobrious.The brand declared Dark becoming Got fun by having the spokescandy Red appear in famous art masterpieces. Red first appeared playing hopscotch on Edvard Munchs famous existential masterpiece, The Scream, which had been stolen from the Oslo Museum one year earlier in a toweringly publicized international art theft. The brand announced a reward of 2 million dark chocolate M&MS for the recovery. Just days after the announcement, the painting was found by Norwegian police, which begged the askions, Was it the M&MS? In 2007, M&MS revealed Lady Libertys fun side with a 50-foot statue in New York Harbor.The smiling statue kicked off a new lead encouraging all Americans to fancy their Inner M&M (or fun side) inside of them at mms. com. The M&MS Brand has stand for superior quality and enjoyment to consumers since Mr. Frank C. Mars founded the brand in 1940 . The spell of M&MS Chocolate Candies is universal, crossing age, gender and national boundaries and livery colorful chocolate fun to everyone. On Valentines Day 2008, Ms. Green strike out the flames on decades of speculation that The Green Ones stop supererogatory aphrodisiac advocators.The brand famed the myths, rumors and innuendo surrounding The Green Ones by displaying limited-edition all- color M&MS Chocolate Candies amidst the holidays traditional sea of red and pink. Packages of the candies included the followers disavowal Consumption of The Green Ones may result in elevated Romance Levels. If you experience this center, contact your Significant Other immediately. An online press out back up American fans to interact and describe their support for Ms. Green in her quest to make green the new color of love.Later in 2008, M&MS introduced a fun new way to experience premium chocolate through the introduction of M&MS Premiums from the shimmering gem-like way the ch ocolate candy looked to the variety of exotic penchants, M&MS Premiums redefined the premium chocolate experience. Today, there are more than nine permanent varieties of M&MS Chocolate Candies, and thusly Seasonal Candies made for special occasions including easternmoster, Halloween and Valentines Day. Customers waitm to be most passionate nigh the color found in each bag of M&MS Chocolate Candies.Existing product lines include M&MS Milk Chocolate Candies, M&MS Dark Chocolate Candies, M&MS Premiums, M&MS Peanut Chocolate Candies, M&MS Dark Chocolate Peanut Candies, M&MS Almond Chocolate Candies, M&MS Peanut Butter Chocolate Candies, M&MChocolate Mini Baking Bits, MY M&MS Milk Chocolate Candies, and M&MS MINIS Milk Chocolate Candies. SNICKERS The SNICKERS Bar was first introduced to the public in 1930. The SNICKERS name came from a ducky horse of the Mars family. SNICKERS Bar is made of peanut butter nougat topped with caramel and roasted peanuts and covered with milk chocolate .The peanuts are crisp-textured special grade, which bewilder smashing facial expression and stay fresh. From 1933 to 1935, SNICKERS Bar was a bikini bar and was called Double SNICKERS. In 1936, the bar returned to a single format. During the next 50 years, the SNICKERS Bar evolved into various sizes. In 1953, skilful Snickers six-packs were created for in-home white plague. In 1979, Fun-Size SNICKERS Bars hit candy shelves nationwide. In 1990, the introduction of bite-size SNICKERS Miniatures proved firm to even the slightest of appetites.In 1984, SNICKERS Bar became the Official Snack Food sponsor of the Olympics in Los Angeles. SNICKERS Brand launched its first ice cream product, the SNICKERS scratch Cream Cone, during bailiwick codswallop Cream Month in July 1994. The SNICKERS Ice Cream Bar was introduced two years later in 1996. SNICKERS Bar is pre movely the number-one-selling candy bar in the United States and is consistently named as the Favorite Candy Brand acro ss all age convocations in the U. S. SNICKERS is sold in more than 70 countries around the world. In 2002, the UK Mars bar was reformulated and repackaged.This made it sell for more money. The nougat was made lighter, the chocolate on top became th internal, and the overall weight of the bar was trim slightly. This was met with outrage from Mars purists, as in a sales pitch to local media in Slough, the change in ingredients was to follow the trend of its sister the milklike Way bar and 5 Star bars. result designers at The Mars Candy bon ton in the US put this gloomy to nostalgia over the past Brobdingnagianly popularStarbar, which in any case contained the same reinvented light whipped nougatine. The case was also redesigned with a less-bold and a more cursive logo. The slogan Pleasure you cant measure out, was intended to appeal to a more feminine, youthful commercialize amaze. M&Ms Chocolate Candies were first sold in the year 1941. The candies were consumed by World War II soldiers, as the candies were an easily packaged zipper snack. Forrest Mars Sr. invented the M&Ms recipe after witnessing soldiers from the Spanish obliging War eating pellets of chocolate incased in a hard candied coating (Mars Incorporated, 2008). These candies were abstemious to take a broad, as they id non melt easily. M&Ms Plain Chocolate Candies were very popular in the 1940s and 50s. Mars introduced M&Ms Peanut Chocolate Candies in 1954, along with the characters and slogan, The milk chocolate melts in your mouthnot in your reach out. The original candies were chocolate colored, with red, yellow and green introduced in 1960, and orange in 1976. In 2000, the name M&Ms Plain Chocolate Candies was changed to M&Ms Milk Chocolate Candies. Marss purchase of Doane Petcare troupe in June 2007 significantly increased its seat in the U.S. dry pet food category. In do- unslopeder to these businesses, Mars also operates a chain of premium chocolate shops across the United States called Ethels. These shops are an outgrowth of the Ethel M premium chocolate business that Forrest Mars started in Las Vegas in 1980 when he became world-weary with retirement. On April 28, 2008, Mars, Incorporated, together withBerkshire Hath extraneous(predicate) Incorporated, announced the procureout ofWm. Wrigley younger Company, the worlds largest chewing gum producer, for $23 zillion in an all-cash require.The two companies together are expected to generate sales in excess of $27 billion. The company washed-out more than $1. 8 million on lobbying during 2008, almost all of it atPatton Boggs, where it has long been one of the largest lobbying clients. Mars also fatigued $10,000 atSkadden, Arps, Slate, Meagher & Flom. In 2009, Mars also hiredErnst & Youngto lobby on corporate and international tax issues, including issues cogitated to tax changes proposed by the Obama administration. The company spent another $1,655,000 that year.Until sold in June 2006, a subd ivision of Mars known asMars Electronics Internationalproduced, among other products, coin mechanisms often(prenominal)(prenominal) as those utilize in hawk machines. mei also manufacturedbill validators, which were among the most common bill validators found in the US. A further Mars business quadruplet full-blooded give those products formerly made at MEI in their vending machines. Four Square comprises theFlaviaandKlixbrands. Flaviaoperates within the US, UK and Japanese grocery store bits, whileKlixoperates within UK, Germany and France.In 2007, Mars, Incorporated undertook a major rebranding operation which saw, among other global changes, Four Square being renamed toMars Drinks, the pet food division that is formerly part of assurefoods being renamed to Mars Petfoods and Masterfoods itself (the largest division of Mars, Incorporated) being renamed to Mars Snacks. Mars has taken upon itself the responsibility of desire to ensure that the company delivers mutual benefi t to all with whom it interacts associates, consumers, trade partners, our communities, and last-place but not least our planet.With a firm belief that the companys actions should never be at the expense, economic or otherwise, of others with whom they regulate, Mars firmly believes that only success that is shared can be sustained and it is their goal to achieve this in all that they do. Mars firmly believes that lend demonstrablely to the environment and local communities is hypercritical to the way the company does business. This includes the companys products, brands and operations.Mars formulates and implements its business plan with a full understanding of the fact that the companys strikeionate, environmental and economic treasure and charges impact where Mars does business and how it operates, specially given the scope and scale of the global environmental challenges. Mars also espys that their long-term economic growth is inter-linked with their ability to get t o the definition of sustainability produced by the UN World perpetration on surround and Development in 1987 development that meets the require of the present without compromise the ability of future generations to meet their own needs. Mars commitment to sustainability builds on the companys long-standing honest commitment to the individual and the larger community. With the companys innate belief being that the only endure success is shared success, this means success across the social, economic and environmental spectrum. The Mars Scientific Advisory Council (MSAC), established in 2007, extends the unspoiltise and builds on the significant contributions of scientific advice provided through the Mars Nutrition search Council which operated from 1998-2007.Composed of highly recognized lookers from all over the world and operating as an unaffiliated, external source of expert advice to Mars, Incorporated, the MSAC provides objective, expert scientific advice to Mars, Inco rporated on advances, opportunities, and barriers to make in mankind and fauna wellness and nutrition research, plant sciences and sustainability, and in other areas of research relevant to the Companys current and potential future product lines. A global leader among snackfood and food brands, Mars, Incorporated has a long history of merchandise its products responsibly.Over the years Mars has adopted guidelines and policies for their advertising and merchandiseing activities, reviewing and update them periodically to reflect consumer feedback, new technologies, and the in vogue(p) specifying by advertising self-regulatory bodies. The stylemark of Mars food grocery storeing commitments is their industry-leading policy to not advertise their snack and other food products to children under the age of 12. Mars also aims to conjure up the consumption of their products in the linguistic context of a healthy, active lifestyle and a balanced diet. 2. 4 The Macro Environment 2. 4. 1 Demographic forcesThis is attempted in terms of the consumers. The advertisements are aimed exclusively at the young and vigorous and almost exclusively at males. High income customers it is estimated the age group buying the chocolates entrust be 22 onwards.. The customers are broadly speaking urban, and are mostly professionals (engineers, doctors and executives. The psychographic profile They can either be individuals humoring themselves, or they could be indulging their children. They are inner directed pack who form their own reputes and norms and believe in not adhering blindly to social norms.They are somewhat occasion determined in their buying behaviour. Middle income customers it is estimated that the age group in this segment go out be 15 plus. The consumers can be urban, semi urban, and is currently spreading to rural areas. The psychographic profile they are likely to be variety seeking in their behaviour. They are self expressing by nature and inner dir ected to an extent. They like to indulge themselves. Children the amphetamine age limit is estimated to be 12 years. They mostly purchase their chocolates with their pocket money.The consumers can be urban, semi urban, and rural, though their is a somewhat crackinger emphasis on urban. The psychographic profile they are novelty seeking in behaviour but they are also fun loving. 2. 4. 2 Economic forces In August last year the legal injury of chocolate was threatening to twitch rocket as large swathes of the umber plantations in Papua New Guinea were infested by the Asian Moth. The region produces some 17% of the worlds umber. An infestation of a similar nature in Indonesia in 1998 amazed some ? 13 million of damage. Mars were cloaked to such an extent that they sent out their own group to athletic supporter eradicate the infestation.Mars are go on to test a number of anti moth measures. (www. metro. co. uk 2006). The recent business decisiveness to demoralise producing a nd using animal based rennet in the Mars bar has been disastrous. The resulting back crush from consumers in the Islamic faith, vegetarians and those with a strong social view on the use of rennet extracted from the lining of a calfs stomach, has led to Mars making a U-turn on a business finding, apologising for its decisiveness and talent an undertaking that they leave behind return to producing a vegetarian product.Although this issue could be demanded as a social factor, it is in fact an issue of economics as Mars form identified the effect this finding would have on its sales (www. bbc. co. uk 2007). There has been a growth in the chocolate securities industry, the majority of which has been with the high quality, high value products associated to some extent with the growth in disposable income across the developed world. The growth in the market has not of necessity had a positive effect on the sales of Mars due to the dirt cheap and generic nature of the product. How ever, this nexpensive nature of the Mars Bar makes purchasing it an uncomplicated closing for consumers with no pecuniary consequences that could lead the purchaser to regret making the original decision to purchase a Mars bar or to leap the quantity or frequency of purchases. The largest markets for Mars are broadly speaking the more affluent and developed markets with runty room for growth such as UK, USA, Canada, Australia and New Zealand. The emerging and developing markets of India and China with a combined population of intimately 2 Billion individuals is a virtually untapped market of consumers.These markets would require a alone(predicate) marketing system as although it has great potential, the regions are not known as great consumers of chocolate. Although a US product it is not known if the markets in India and China would take to it. For many geographical areas of both countries there would be concerns somewhat refrigeration and chocolate melting, which woul d limit sales areas to main cities, and maybe spectacularger stores. still with the present level of mutual trade and the worlds general love of all things horse opera it may not be a cause for concern. . 4. 3 Natural forces Thenatural environmentinvolves natural resources that are needed as inputs by sellers or that are affected by marketing activities. The green movement has encouraged and even demanded that firms produce strategies that are not only environmentally friendly but are also environmentally proactive. Firms are beginning to recognize the link between a healthy economy and a healthy environment. There are large quantities of blow out associated with the proceeds of chocolate which includes waste chocolate product.Over the last basketball teamsome years the Mars manufacturing plant in Australia has thin outd the amount of waste it sends to landfill by 90%. For every ccc0 tonnes of product produced every month, 220 tonnes of waste is produced. This is now fed to piglets. The animal waste is collected as plant food and the gases produced by the fermenting animal waste is burnt and used to generate electricity. These initiatives are reducing the costs to the business. However any positives are offset by the amount of waste that is being produced across the complete industry and at all the other Mars plants.Mars also worked to subvert the quantity of plastic in its packaging. The most recent issue that has affected the Mars bar has been the disastrous business decision to introduce the use of animal rennet as an ingredient in its chocolate the resulting come almost as discussed earlier not only from those with personal and lifestyle sensibilities but also from those with a social conscience with regard to the treatment of animals. This led to Master foods making a U turn on a business decision. The chocolate industry as a full-page has been under a political and social stain as discussed earlier.Consumers are becoming more ethically awa re and are oppugn the practices of those associated with the production of cocoa. The industry was heavily criticised over the use of child slave beat back. Master foods along with its two rivals Nestle and Cadbury do not perform well when examined for their ethical practices. Mars does not even feature on the league table of those products that are deemed ethical, although its fair to say that the ethical name name on the disputation are not household names (www. ethi work. org 2007).The Mars bar is not produced under a fair trade or ethical banner, thus depriving consumers of a choice. They have a choice they can buy Green and Blacks, or do without The market in ethical or fair-trade unremarkably caters for the higher quality chocolates which are wrongd at a premium. With the continued affluent western lifestyle leading to chronic obesity and ill health there has been a drive to improve the nutritional value of food and to ignore the quantity of high fat and high sugar foo d groups such as chocolates in our diets. virtually members of the health and nutrition lobby are looking for draconian steps to be taken against the chocolate manufacturers to reduce their square off upon diets in a similar way that steps were taken against the tobacco industry. The chocolate industry has received threats somewhat the criminalize of advertisements aimed at children and at peak propagation and on childrens television channels. Pre-empting this, Mars has declared that they are moving away from sending children with their product, a positive social action of their own (www. bbc. co. k 2007). Any decrease in the use of Cocoa will supremely affect some 26 million large number around the world who are reliant upon the chocolate industry, which includes some six million cocoa farmers (www. deflower. com 2007). 2. 4. 4 Technological forces To improve cocoa production yields and to guarantee production levels for the future, Mars is invest in research to produce sickness resistant cocoa trees to pr situation such catastrophes such as the introduction of the unsoundness Witches Broom which decimated the cocoa industry in Brazil in the 1990s.Should cocoa supplies be affected, the manufacturer with a guaranteed supply of good quality cocoa should corner the market at the expense of its competitors (www. mars. com 2007). 2. 4. 5 Political forces Should the lobbyists become productive in their campaigns to restrict advertising of chocolates or force changes to reduce fat and sugar content of chocolate, or to have health warnings placed upon labels and then this may not be through a voluntary code but through the introduction of polity.This may disparage chocolate and make it as socially unacceptable as cigarettes, which may have a profound effect on sales. The safe production of chocolate and how it is presented for sale is governed at present by food preventive and trading standards legislation, which is enacted by both national and euro piuman legislatures. Nestle and Master Foods with its main brand the Mars bar received criticism for sourcing it chocolate from the westward African countries such as tusk Coast where the cocoa trade is being used to fund conflict to the note of ? 0 million a year. The os Coast provides some 40% of the worlds cocoa, since 2002 it has been torn apart by civil war. The allegations are that the profit from cocoa has been directly siphoned into government funds and used to finance their conflict with the rebels. In addition the rebels extorted money directly from the industry trying to transport the cocoa through its region. juicy pressure is being applied on Mars to identify how much of its product contains cocoa from the Ivory Coast and separate out to become free from Conflict Cocoa. Independent News and Media Ltd 2007). Sustainability and fair trade with regard to cocoa has become a political hot potato with the manufacturers of the Mars bar being criticized for employing tact ics that puts cocoa farmers into virtual slavery, forcing them to turn more of their land over to production of cocoa rather than traditional arable farming and then making entire communities reliant on the cocoa market. The power of the global locoweed can then manipulate the scathe of cocoa, ultimately depriving the producer of a fair scathe for the raw ingredient.The close companionship of the Mars bar as a product of the United States may cause some with a dislike of all things American to boycott the product only there does not wait to be any evidence that this has actually occurred. Due to the global use of the product and its association through manufacture and statistical dispersal with other countries like the UK, it does not lend itself to being an exclusive American product such as is for the Hershey Bar.In the UK as in other nations where the Mars Bar is manufactured, there is some influence on the processes affect in its production by the legislative requiremen ts of the host nation or other bodies such as the European Union. These relate in the main to food safety and trading standards legislation relating to the safety and standards that the Mars bar must meet in order to be sold to the consumer. late this has being more influenced by legislation that relates to advertising, such as the advertising of the product to children.Due to the nature of free market economies, free markets and the established nature of the Mars Bar with its global distribution communicate it is not felt that the Mars bar is overly influenced by external political factors. 2. 4. 6 Cultural forces Thecultural environmentis made up of institutions and other forces that affect societys basic values, perceptions, preferences, and behaviors. authoritative cultural characteristics can affect marketing decision-making. There was a genuinely number group spirit at Mars Chocolate, with a massive number of talented stack all sharing the same goal of building on our longstanding news report or world class products. Throughout, they made sure theres a business strategy in place that inspires, instigates, develops and engages. Working in a sustainable, ethical and muckle- tensioned way generates outstanding results and also produces high quality talent. Mars Chocolate has been a training ground for some of British industrys most successful leaders, from Justin King (now the Chief Executive of Sainsburys) to Allan Leighton (former professorship of Royal Mail).Mars has books and football clubs, and as an addition to this, they have their own on-the-spot(prenominal) wellness coordinator who swear outs associates to enjoy chocolate as part of a healthy active lifestyle with pilates classes, circuit training and sports clubs. 2. 5 Organization within the industry 2. 5. 1 Market Position Although there are different definitions of brand perspective, probably the most common is identifying a market ceding back for a brand, product or service uti lizing traditional marketing placement strategies. Mars Inc.Market Positioning is similar products on the state of competition in the indicate market for the customer of the products of current characteristics or attributes importance for the enterprise products shaping strong, unique and hard-hittingive personality and vivid oral communication to the customer, to obtain customer identification. The market positioning of the essence of the enterprise and other enterprises strictly separate, so that customers clearly feel and recognize this difference, and thus occupies a special place in the minds of customersFrom the slogan for Mars, we can see two points 1, Mars simply locate a business of chocolate, candy and pet food manufacturing-oriented enterprises 2, Mars also hoping to start a new business. In fact, market positioning and product differentiation is closely related, but are essentially different. Market positioning is the creation of a distinct personality, their produ cts and thus creates a unique market image.A product is a comp reflection of a number of factors, including the performance, structure, composition, packaging, shape, quality, market position is to strengthen or overstate certain products of factors to form a different unique image. Product differentiation is the sure market positioning means, but does not and the whole of market positioning. Market position is not only emphasis on product differentiation through product differentiation, but also to establish a unique market image, and win customer recognition. pic plunk, Mars classic chocolate brand, do WITH 100% PURE COCOA BUTTER, squab Chocolate has an intoxicating scent, a glistening hue and a rich perceptivity unsurpassed by other bars. unendingly silky smooth on the glossa with a complex flavor, each plunk Chocolate product starts with only the best cacao beans, tested twice by expert Mars technicians for quality and flavor. The improve combination of chocolate liquo r and cocoa butter, DOVE has a balanced judgment that is never too sweet or too bitter. Because DOVE cares about every detail of the chocolate making process you are always assured of delicious, dawdling chocolate flavor.Mars takes great care and maintains the highest standard of quality in manufacturing DOVE Chocolate from the bean to bar, coupled with its special roasting and grinding resulting in the signature silky smooth signature sagacity of DOVE Chocolate. ( go down Chocolate, 2011) Chocolate consumers are more fashion crowd, is an key part of this population living. Chocolate as a special kind of nutritious food, in hoi pollois daily lives, occupy a very important position. Therefore, the quality and hear of chocolate has become the first choice when consumers buy. plunge is the brand consumers are very acquainted(predicate) with their products in the production of a blend of the base material with puffed caryopsis products, the LHV sugar body or harvest-feast an d veg products not only experiment good, and its unit calorific value is lower 30% 60%, and quality assured, I believe this is also easier to meet our target customer choice. To meet consumer demand for chocolate while also addressing the consumers worry about health issues, this is the worlds chocolate companies cannot compete with the Dove brand and could win about it. . 5. 2 Target markets Target market analysis Industry Supportive & Unshakable Facts. For exercise drinks. (All information below attained from Slideshare, 2012) 2006 Sports Drink Industry Break Down $300 billion sales worldwide in 2005 Market increased 10% to 9. 71 million liters in 2005 northeastern American accounted for roughly 49% consumption in 2005 Asia Pacific region accounted for a 38% share in global consumption in 2005 Japan ranked sulfur to the U. S. t terms for per capita consumption, but China is assumed to overtake Japan as Asia Pacifics leading consumer by volume in year 2010 2003, Germany was the leading market for sports drinks in occidental Europe follow by Italy then the U. K. This is only the Drink example and except other products to analyze the Mars share in the global world. Market Metrics world-wide functional drink volume (millions of liters) grade 2006 FORECAST 2011 SPORTS DRINKS 9,870. 6 13,301. 70 animation DRINKS 2,429. 4 3,534. 10 ELIXRS 320. 7 366. 10TOTAL 12,620. 7 17,201. 9 (Source Eouromonitor International. 2007) Demographics The characteristics of this section are very crucial to decent segment the market and determine where these traits take place in a SWOT analysis. Furthermore, the following information breaks down the market. Psychographics Physical activity Healthy Products Modern Supplement pertinent Merchandise Athletes Age from 5 to 50 Jr. High High naturalize Collegiate Minor League schoolmaster Hobby So from the target market there are two factors 1) the companys goal and resources 2) the marketing strategies power and se gment.The Mars has the resources more another competitors and each of every product have complete Marketing strategies and plan. That is why Mars Company can be the top5 in the Foods Market in the worldwide. 2. 5. 3 The Marketing Mix (4Ps) 4Ps The marketer, E. Jerome McCarthy, proposed a four Ps classification in 1960, which has since been used by marketers throughout the world. Product A product is seen as an fussy proposition that satisfies what a consumer needs or wants. It is a tangible good or an impalpable service. Intangible products are service based like the tourism industry, the hotel industry and the financial industry.Tangible products are those that have an independent physical existence. Typical examples of mickle-produced, tangible objects are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a figurer operating system Price The charge is the amount a customer pays for the product. The set is very important as it determines the companys profit and hence, survival. Adjusting the impairment has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well.The marketer should set a price that equilibrizes the other elements of the marketing mix. Promotion represents all of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as advertising, public relations, personal selling and sales promotion. Place refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. respective(a) strategies such as intensive distribution, discriminating distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix. 2. 5. 3. 1 Product Most of the products are popular and famous, Dove and M&Ms h as liberal market share in the global and impact of in the world. 2. 5. 3. 2 Price Mars price the terminal instrument to brand building as the ultimate goal. In the context of todays terminal winning times, product positioning is based on market demand, the Chinese market, for example, the MARSs major brands are both market and customer needs the road.For example in the Dooyoo website we can easy find the price about the MARS products, all the price are at 5$10$, the pricing strategies help Mars to be more positive in the competitions. pic Compare the different marketing, the price are follow the customers and the market, to position the price there are two big part to consider, the internal and external environmental, to think the outside factors the cultural, income, political, education ect. And the inside factors is the products self, the quality and packaging. That is all about the Mars Inc. . 5. 3. 3 Promotion Mars Chocolate northwestern America launched several seller pro motions, Promotions and sponsorships include 1. Consumers and retailers will score big this season when Mars Brands and the NFL team up for the 2012 Super Bowl sweepstakes and instant-win racy Celebrate on the Field. Consumers will have the chance to win one of 5,000 instant-win prizes a day from December 19, 2011, to February 5, 2012. 2. In January, Mars will arraycase a reduce Your Peanut Butter Pick cross-brand event featuring flavours from M&Ms, Snickers and Twix Brands.The motley Singles Shipper and Mixed Singles Counter Unit will encourage consumers to taste a variety of Mars brands. 3. Mars Chocolate North America is shifting its NASCAR sponsorship into high appurtenance with a full year of Ms Makes melt down Day More Fun, giving M&Ms brand fans numerous opportunities to connect with the brand from January to November. 4. The sweepstakes promotion When We Win, You Win engages NASCAR fans by linking the successful performance of the Ms Racing tea leafm with chances t o win great prizes, including new cars and instant-win prizes, from January to November. . battle of Marathon brand will be the Official nil Bar for the 2012 Rock n Roll Marathon Race Series, gaining brand exposure at 25 race events, reaching more than two million consumers. 6. Mras created a website as http//www. realchocolate. com in this website Mars claim that its the only company that use real cocoa butter not vegetable oil. In this website consumers can read about the history and processing of chocolate and if they show up in website they can receive a free chocolate.Its a great point that Mars said in this website that For nearly 100 years, Mars Chocolate North America has been committed to producingreal chocolate. Mars Chocolate North America defines real chocolate as chocolate produced with cocoa butter per the U. S. Standards. The illustrated processing showed as below picpicpicpicpicpicpic 1. cacao tree Tree 2. cacao Pod 3. Raw Cacao Beans 4. Cacao Beans Drying 5. Caca o Beans 6. Fermentation 7. Cacao pulverisation 8. Chocolate Liquor 7.US confectionery giantMarshas launched a Chocolate Relief campaign in a supplicate to bring sweet smiles to millions of Americans. The Mars substantial Chocolate Relief Act will offer consumers full-sized samples of Mars chocolate, product discounts and coupons along with Free Chocolate Fridays. Throughout September 2011, Mars gave away around septette million full-size packages of its M&Ms, Snickers, off-white Way, Twix, Dove, and 3 Musketeers chocolates in the US. Mars gave away a quarter-of-a- million full-size packages of real chocolate on Free Chocolate Fridays.US consumers can claim one of 250,000 full-value coupons each Friday from 8 May by tour realchocolate. com. Brands like M&Ms, Snickers, Dove Chocolate, Twix, whitish Way and 3 Musketeers are love by Americans, said Michele Kessler, vice president, Mars Snackfood US. Thats why weve created the Mars Real Chocolate Relief Act. Its our way of giving A mericans a small treat during challenging times. (Aroq, 2012). 2. 5. 3. 4 Place As an example the distribution channels of china was discovered to have a big picture from the whole place policy in Mars mess.Mars has a unique attempt to China it sells directly to the retailers without benefit of a joint venture or any other type of on-site business. M are sold directly to consumers in China through two different distribution channels the China National Duty Free Import Corporation for its airport duty-free shops and, more significantly, bring out local wholesalers for distribution to neighborhood stores in Beijing, Shanghai and Guangzhou. East Asian Company (of Hong Kong) has successfully developed a way to distribute the well-known U.S. chocolate product in the city. In the normal distribution system, retailers are used to having to go calling on the wholesaler to try and obtain the product and then figure out a way to transport it to the store. East Asiatic has turned this old p ractice on its head M wholesalers sell and transport their goods directly to the retailers. East Asiatic, a Hong Kong-based company has a distribution concord with Mars for M candies in China. The candies are brought into Shanghai by the container-load from the U.S. or Australia or in smaller shipments via Hong Kong. East Asiatic then sells the chocolates to wholesalers/distributors in Shanghai. The wholesaler has five vans that deliver M throughout Shanghai, either to sub-wholesalers or retail outlets. The Hong Kong agent also has a van in the city. variegated with M advertisements, the vehicle serves as both an advertising and distribution medium. Choosing the right wholesalers and observe them closely are very important to the distribution efforts success.Besides having a warehouse for storing M&Ms properly, wholesalers must be committed to making frequent deliveries so that retail outlets receive fresh melodic line regularly. If a store has a quick turnover, a wholesaler sho uld visit it once or twice a hebdomad if turnover is slower, visits may occur every 1 0 to 14 days. The company works with wholesalers to select sub-wholesalers and hires sales tribe directly by running advertisements in Shanghai newspapers. The sales team visits retail outlets regularly to tab key displays, advertising, and inventory needs.It encourages store managers to put up M&M fliers and sometimes conducts taste tests or other promotions, like giving away trial packages of Skittles (another Mars candy) or balloons decorated with the M&M logo. Salespeople benefit from successful promotion work by earning performance bonuses in addition to their straight salary. The Hong Kong Company informally oversees and coordinates the entire distribution process-from wholesalers to sub-wholesalers to sales staff to retail outlets.It teaches all levels to sell M&Ms into the market, instead of waiting for the market to come to them, as is the traditional practice in China. Coordination is ha ndled by the companys representative office in Shanghai, with personnel in Hong Kong visiting from time to time in order to deal with specific issues. To select the proper retail outlets, East Asiatic set out a list of criteria and commissioned a Hong Kong market research firm that had connections with a Shanghai research firm to help identify stores in selected sales districts.At present, the distribution effort primarily targets state-run stores. earnings terms normally require law of closure within one to two weeks after delivery. The Hong Kong agent sells through some private entrepreneurs in Shanghai even though they are somewhat less credit-worthy than state stores, and hopes to expand this network gradually. The companys Shanghai distribution system went into effect in late 1989 and M&Ms are now widely available-both in large outlets and in roadside shops decorated with M&M fliers.A similar system went into effect in Beijing in 1991, boosted by a major advertising campaign in connection with the 1990 Asian Games. The firm also distributes M&Ms in Guangzhou, although the network there is not as developed. Other points in China are covered via these three cities. A major issue for the company has been a engagement to protect its trademark rights. Other than that, customers seem to like the chocolate (Shanghainese in particular have a taste for Western sweets), even though domestically-produced chocolate is one-fifth the price of the import (Ernst R. 2008). In Malaysia Mars focused on chain supermarkets and malls and mega malls, they use these channels as high potential channels and send the products to the end substance abuser and although its risky that consumer has a lot of other choice from mars competitors, but because high brand awareness and cheaper marketing strategy they use this strategy for Malaysia. 2. 6 The strength and flunkes of the Brand SWOT Analysis A scan of the internal and external environment is an important part of the strategic supply process.Environmental factors internal to the firm commonly can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis (wiliams, 2008). The SWOT analysis provides information that is helpful in matching the firms resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The below plot shows how a SWOT analysis fits into an environmental scan Framework Environmental scan Internal Analysis External Analysis StrengthsWeaknesses OpportunitiesThreats SWOT asks questions in these four areas and try to answer them to have a big picture of company. 2. 6. 1Strengths 1.Strong demand for confectionery the market has grown consistently at around 5% every year for the last four years. So it will bring bloom t o the confectionery market. peck tend to use computers and video games or all in all they use their read/write head more. Glucose is like the fuel for brain and chocolate is a relevant solution. volume use chocolate more late and its a power point for chocolate industries like mars. In Malaysia people like to eat sweat foods and snacks and even in some of their food they use sugar, Malaysia is a potential market for chocolate. Mars chocolates nearly can be seen in all malls and supermarkets in Malaysia. (Edward, 2012). 2. Good brand position and quality which is consumer favourites and High brand awareness.Mars is well-known among sportspeople that they use it as energetic meal and is well-known among children and families. The quality of products is elevated and its brand position is high. commonwealth know it as a famous and high standard brand. 3. Strong partnerships with retailers. Thats why we can see mars products in the majority of supermarkets and malls in Malaysia and all over the world. pic 4. Price kept that it should be in the range of every one purchase. Its a qualified brand with huge name but the price policy was designed in a way that different layers of society can buy and use it (Gudehus, 2009). 5. Stores are available in almost every market.Mars offers chocolate stores that are kind of brand shops in different countries that are right ways for connecting with concentration with customers. In Malaysia its not very common that is not under mars marketing strategies, but mars focus on huge malls, supermarkets and chain supermarkets like 101 and seven eleven. 6. More emphasis on sales promotion like surprise gifts and escape cards. 7. Memorable Slogans. Like on to impossible Heights, Go for the Max , Mars is postponement (mars society, 2009). 8. Creative and simple advertising. That some of them are designed deeply for motivating people psychologically. 9. High Consumer Loyalty.Because nearly all children like chocolates and human pleas urable memories can be hardly forgotten. The image of brand, its taste and good memory of it is recorded in humans deep conscious mind and people are loyal to what they like and admire. pic 10. Leader in UK, Japan and southernmost Africa. Being leader in Asian, European and African context show the multicultural and international face of brand that different races and culture like the taste of products. 11. progressive chocolate producers. 12. High advertising budget. Because the company is really marketing oriented and work with modern strategies. 13. Great packaging. Designs of packaging have influential effects on consumers and motivate them to buy the products. 14.Sponsors global football teams like England football team that is a great sign for remembering and memorizing Mars brand. 15. Mars Chocolate North America is the North American chocolate operations of Mars Inc. Based in McLean, Va. Mars has net sales of more than $30 billion and six business segments including Petcar e, Chocolate, Wrigley, Food, Drinks and Symbioscience. 2. Weaknesses 1. Mars products causes health problems for consumers. Cocoa contains fairly high levels of the mineral copper, and too much copper can inhibit certain chemical processes in the body and lead to several kinds of health problems (burger, 2008). Dark chocolate contains the three elements of cocoa liquor or cocoa mass (cocoa cake), cocoa butter, and sugar.Cocoa butter is a fat that is found naturally in cocoa beans (burger, 2008). These elements according to medical research produce different kind of health problems if use to extreme. Its a weakness for Mars that chocolate products are not really under healthy products. 2. dental consonant problems by consuming Mars products. alveolar consonant problems are very expensive to cure. throng have some phobias to eat chocolate like obesity, teeth problems and other health problems it can be a weakness point for mars that their products produce certain problems in future for consumers and specially children. causation pain and expense for consumers is not a good point for mars. 3. Mars has many different products in which it has to promote.Having different products show the product orientation in the company, but the problem is the variety of products that need to promote and develop and it cause too much expenditure for the company and can reduce the benefits. Mars brands include Chocolate Ms, Snickers, Dove, Galaxy, Mars, opaque Way and Twix Petcare Pedigree, Whiskas, Sheba, Cesar and Royal Canin Wrigley Orbit, Extra, Starburst, Doublemint and Skittles Food Uncle Bens, Dolmio, Ebly, Masterfoods and Seeds of Change Drinks Alterra Coffee Roasters, The Bright Tea Co. , Klix and Flavia and Symbioscience Seramis, Cirku and Cocoavia. 4. M is the number one selling candy in the chocolate market however this product steals most of the promotion and advertising money and its not really a balanced strategy. 5.milky Way has a low sales percentage of Mars domestic market share Because of constantly changing campaigns, people are not aware of Milky Ways positioning in the market. 6. Mars incorporated are not present online. According to the electronic era and the tendency of market to choose new technology for business exchange among nearly the majority of society, its weakness for Mars incorporated that they are not present online. finding information about this company and its product on the net is not very convenient. 7. Bad communication, Low market share, Weak management team are other weaknesses of Mars in the world market. 2. 6. 3 Opportunities 1.Universal demographic development and change is a continuous growth of the world population is an advantage for Mars because more products would be eaten by consumers. People have more tendency to eat candy, chocolate and fast foods in this era. 2. Having more focus on small countries, increasing personal relation even to villages. Heading to huge market share that is waiting for this brand, because in the entire world we can find children and families who are interested in the taste of chocolate and candy. 3. Increase the product range as Jellies, Toffees, Bars, Lollipops, Gums, Unsweetened baked chocolates for garnishing. Same content and in different forms can increase the market share. 4. 1% of households consume chocolate candy. Just mars need to remind them using chocolate regularly. Mars products are so familiar in the mind of people and if you offer people Mars products they wont obviate it. They only need