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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 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

Schokolade keinen grauer berzug


entsteht und somit lnger haltbar
bleibt
Richtlinien und Normen im Bereich
Lebensmittelgesetz
Naturschutzgesetze (Anbau von
Kakao, Pflanzenl)

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

Abhngigkeit von Geldgebern (Mars


ist ein Familienbetrieb)
Marktfhrer bei Schokoriegel
bernahme von weiteren RiegelHerstellern
Zusammenschliessung anderer
Riegel-Hersteller

Technisch:
Neue Mglichkeiten von Marketing
Neue Mglichkeiten fr Lngere
Haltbarkeit
Entschlsselung des Kakao-Genoms

http://www.youtube.com/watch?v=59ZdGmlupYI&feature=player_embedded

Werbung bei Kindern unter 12 untersagt


http://www.faz.net/s/RubD16E1F55D21144C4AE3F9DDF52B6E1D9/Doc~E6EDB03
F71F82435386BC2759E7160390~ATpl~Ecommon~Scontent.html

Hhere Preise gab es vor allem fr Schokolade


Eingefgt aus
<http://www.nzz.ch/nachrichten/wirtschaft/aktuell/teuerung_im_august_gesunken_1.7434053.html>

http://www.nzz.ch/nachrichten/wirtschaft/aktuell/aufstand_gegen_die_kakaozocker_1.7130949.html

Entschlsselung des Kakao-Genoms

Eingefgt aus <http://www.mars-presse.de/mars-chocolate.html?aId=225>

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

Witzige und kultige Werbungen


mit kreativen Sprchen, die bei
der Zielgruppe hngen bleiben.
Image von Snickers als
Energieriegel fr sportliche
Bettigung.
image as a energy candy bar

Konkurrenz bietet besser


schmeckenden Riegel an und
gewinnt Marktanteile.
competitor offers a better taste
and increases share in the
market

Die Mars Inc. hat annhernd eine


Monopolstellung und hat das

Tendenz zu
1 4
2Steigende
3
Fettleibigkeit bei Jugendlichen.
teenagers become more fatter
and fatter

Riegel hat zwar hohen

Tabelle 1: SWOT-Analyse

Competitor analysis of snickers


Analysis of Candy bars nationally/ globally which are comparable
to snickers :
-

Crunchie bar/Cadbury

Advertisement : Get that Friday feeling , TV


Commercial : Crunchie Train Robbery
Energy (Kcal): 465

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

Competitors to Mars Inc.


The Hershey Company :
Busiess volume : 5,1328 Mrd. USD
Employees: 14.400
Kraft Food Inc.
Business volume: 40.4 Mrd. USD
Employees: 98.000
Nestle S.A.
Business volume: 108 Mrd. USD
Employees: 278.000

Distributionskanle Snickers (Schweiz) Current


distribution channels Snickers (Switzerland)

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"

Optionen options/Alternativen alternatives

Direktverkauf an Endkunde direct sales to end customer


Anfrage Lidl und Aldi Suisse inquiry Lidl and Aldi Suisse

Endkunde
"end
customer"