Market Analysis Market potential Size of the market: - About two billion dollars in sale makes the company Mars with the product Snickers. Market growth: - Altough the global economic cr isis, the candy industrie has a constant growth. Market structure Types of customer: - Kids - Students - Chocolate lover - Familys - tc. Distribution Channels: - Selecta etc. - Mi gr os, Coop, !enner etc. - "rodega - Kiosk Price: - #s r ising continiously, because o$ t he price o$ cacao. Requirements: - !epends o$ the country and region. #n sout her n countries, the bars have more sugar. ualitati!e market "atas: - %eeds o$t he customers o &arge variation 'di(erent )avours* - +uying motives o unger o nergy supplier o For !essert PESTEL-Analysis "olitisch und rechtliche mwelt• mstrittener insat/ von %anotechnologie, damit bei der 0konomisch• !er "reiswettbewerb • 1here "reise $2r Schokolade
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As there's no data for an in-depth analysis of the MARS company, we'll try to outlinethe companys strength by means of the VRINE-analysis which then will help in
constructing the SWOT-table. Following the VRINE-model, specific resources of a
company are analysed according to the following points: Valuable, Rare, Inimitable,
Non-substitutable and Exploitable.
The obvious strength of the Company sure is its dominance (huge market share) in
snack sales as well as pet-food.
Valuable: yes, the huge and well-known portfolio enables the company to cover a
broad range of needs as well as share resources (mainly in production) between its
subsidiarys. It's easy to launch new products in a short period of time as there is so
much knowledge and technology available.
Rare: there are several companys like Mars which are big in the food business, but
none that is specalized in snacks as Mars is. And there is no company with as many
popular snacks. So, this has to be considered rare.
Inimitable: This position can only be achived by huge amounts of investments, for
several years. The popularity of Mars grew over one hundred years by now and
doesn't seem to end, it is built on tradition to a certain degree. So its almostimpossible for a new product to diminish this popularity in a short time.
Non-substitutable: if some company was to introduce a new, hip candybar that tasted
better than Mars, Twix, MilkyWay altogether, there would be trouble for MARS. Which
could be solved by buying the newcomer.
Exploitable: Mars can exploit its position and it does. After the buyout of the world's
largest chewing gum producer, Wm. Wrigley Jr. Company, it obviously expands its
activities to other areas of the candy industries. The operation of the Ethel chocolate
SWOT-Analyseat Mars #nc. mit Snickers die St4rken um die Chancen /u nut/en? 'G* aben siedie St4rken um die 5isiken /u bew4ltigen? 'H* elche Chancen verpassen siewegen ihrer Schw4chen '* und welchen 5isiken sind sie wegen ihrer Schw4chenausgeset/t? 'J*
;as Mars #nc. with Snickers the strengths to pro:t $rom their opportunities? 'G*!o they have the strengths to handle with their threats? 'H* hich opportunitiesdo they miss because o$ their weaknesses? '* hich risk do they have becauseo$ their weaknesses? 'J*
Chancen “Opportunities” Risiken “Threats”
S t ä r k e n “ S t r e n g t h s ”
Absat/steigerung>6ewinnsteigeru
ng dank Kultstatus.<increase in sales>pro:t due tothe cult statusR
it/ige und kultige erbungenmit kreativen Spr2chen, die bei
Konkurren/ bietet besser
schmeckenden 5iegel an undgewinnt Marktanteile.;competitor o(ers a better tasteand increases share in themarketR
!ie Mars #nc. hat ann4hernd eine
S c h w ä c h e n „ W e a k n e s s e s “
#mage von Snickers alsnergieriegel $2r sportliche+et4tigung.;image as a energy candy bar<
5ie el hat /war hohen
Steigende =enden/ /uFettleibigkeit bei 9ugendlichen.;teenagers become more $atterand $atter<
Tabelle 1: SWOT-Analyse
Competitor analysis of snickersAnalysis of Candy ars nationally! gloally which are co"parale