MKT600 Marketing Assessment 1 - Research Case Study Report


Donald B is a chocolate product maker and owns two stores in Melbourne. He wants to grow his brand nationally and internationally and compete with larger rivals producing cocoa product, confectionery, crystallised or glazed fruit, drinking chocolate, liquorice, marshmallow, candied nut, candied popcorn, etc.  He has also considered selling through Coles and Woolworths, Aldi options or creating high-end specialty stores.

You will be writing a report for Donald’s company. For this assessment, your report should contain the following elements:

  1. Discuss the buyer behaviour in relation to chocolate products
  2. Analyse the microenvironment (the relevant publics, the suppliers and the marketing intermediaries).
  3. Summarise the likely competitors, what they offer and who they seem to target
  4. Analyse the macro environment. What are the society-wide influences on chocolate products? Are there demographic, economic, natural, technological, political, or cultural trends that have, or will, affect fast food consumption?

Note: Take the time to find good quality references to support your ideas, suggestions and explanations using marketing theory in your report. Use headings/sub-headings, as you must write a formal document.  
Submission Instructions:

Submit your assessment via the Assessment link in the main navigation menu in MKT600 by the end of Module 3.

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