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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 crisis, the candy industrie
has a constant growth.
Market structure
Types of customer:
- Kids
- Students
- Chocolate lover
- Familys
- Etc.
Distribution Channels:
- Selecta etc.
- Migros, Coop, Denner etc.
- Prodega
- Kiosk
Price:
- Is rising continiously, because oft he price of cacao.
Requirements:
- Depends of the country and region. In southern
countries, the bars have more sugar.
Qualitative market datas:
- Needs oft he customers
o Large variation (different flavours)
- Buying motives
o Hunger
o Energy supplier
o For Dessert
PESTEL-Analysis
Politisch und rechtliche Umwelt:
Umstrittener Einsatz von
Nanotechnologie, damit bei der
konomisch:
Der Preiswettbewerb
Hhere Preise fr Schokolade
Sozial:
Die Menschen wollen sich gesund
ernhren
Viele Junge identifizieren sich mit
coolen Produkten
Die Menschen haben andere
Interessen
bergewichtige Menschen (Kinder)
Keine Zeit fr ausgiebiges Essen
(Men)
kologisch:
Lieferanten der Rohstoffe
Umweltschonende Herstellung
(Verpackung, Rohstoffe)
Evtl. Knappheit an Rohstoff Kakao
Technisch:
Neue Mglichkeiten von Marketing
Neue Mglichkeiten fr Lngere
Haltbarkeit
Entschlsselung des Kakao-Genoms
http://www.youtube.com/watch?v=59ZdGmlupYI&feature=player_embedded
http://www.nzz.ch/nachrichten/wirtschaft/aktuell/aufstand_gegen_die_kakaozocker_1.7130949.html
http://www.20min.ch/finance/news/story/22237095
VRINE-Analysis
VRINE-Analyse Mars
As there's no data for an in-depth analysis of the MARS company, we'll try to outline
the 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 almost
impossible 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
shops is another example.
SWOT-Analyse
Hat Mars Inc. mit Snickers die Strken um die Chancen zu nutzen? (1) Haben sie
die Strken um die Risiken zu bewltigen? (2) Welche Chancen verpassen sie
wegen ihrer Schwchen (3) und welchen Risiken sind sie wegen ihrer Schwchen
ausgesetzt? (4)
Has Mars Inc. with Snickers the strengths to profit from their opportunities? (1)
Do they have the strengths to handle with their threats? (2) Which opportunities
do they miss because of their weaknesses? (3) Which risk do they have because
of their weaknesses? (4)
Schwchen Weaknesses
Strken Strengths
Chancen Opportunities
Risiken Threats
Absatzsteigerung/Gewinnsteigeru
ng dank Kultstatus.
increase in sales/profit due to
the cult status
Tendenz zu
1 4
2Steigende
3
Fettleibigkeit bei Jugendlichen.
teenagers become more fatter
and fatter
Tabelle 1: SWOT-Analyse
Crunchie bar/Cadbury
Reeses Nutrageous/Hersheys
Advertisement : Give your mouth a party
Energy(Kcal) : 260
Baby Ruth/Nestle
Advertisement : Savor the good stuff
Energy(Kcal) : 275
Butterfinger/Nestle
Advertisement : Nobody's Gonna Lay a Finger On My
Butterfinger
Energy(Kcal) : 220
Onlineshops
Andere
"others"
Dorfladen
"small store"
Restaurants
Hauptimporte
ur
"main
importer"
Verteilzentrum
"distribution
center"
Coop
Mars Schweiz
AG
(ehemals
Effems AG)
Filiale
"store"
Detailhandel
"retail
business"
Onlineshop
(Coop at
home)
Tankstellensho
p
"store at petrol
station"
(Coop Pronto)
Migros
Filiale
"store"
Kiosk
Tankstellensho
p
"store at petrol
station"
(Migrolino)
Onlineshop
(LeShop)
Denner
Filiale
"store"
Filiale
"store"
Endkunde
"end
customer"