Analysis of Australian Confectionary indusrty - Focus on chocolate market.. Cadbury vs Haighs, detailed report, external env., target&prod segmentation, PLC, implic/concl

Executive Summary This report is an analysis of the confectionary industry in Australia, with the main focus on the chocolate market. An evaluation of the way the market is shaped through external elements is explored; a breakdown of the key product categories has been undertaken through segmentation. The report defines consumer market trends for each product segment and provides a detailed analysis of specific target groups. A detailed review of a Cadbury Dream chocolate bar (50…

…a way that both the company and consumer will benefit. Bibliography Summers, J Gardener, M, Lamb, C W, Hair JF, Mc Daniel, C, 2003, Essentials of Marketing, Thomson, Victoria. Roy Morgan, (2000), "Who buys chocolate and why", Retail World, March 6-17, 2002. Electronic Sources: Viewed 3 March 2003, http://www.haighs.com.au. Electronic Sources: Viewed 3 March 2003, http://www.cadbury.com.au. IBISWorld (2003) "Confectionary Manufacturing in Australia" IBISWorld, March 5, 2003. Foreign Agricultural Service (2002) "Australia Product Brief Confectionary Products" GAIN Report, October 12, 2002.