INTRODUCTION TO GLOBAL STRATEGY: THORNTONS PLC

Introduction to global strategy: Thornton's Plc



Introduction to global strategy: Thornton's Plc

Introduction

Founded in 1911, the commercial agent for confectionery, Joseph William Thornton his first candy store. In 1913 a second store was opened and they started their own production. To date, the business has grown steadily and today there are over 400 own shops and 180 Franchise shops sell the Thornton's confectionery.

Microenvironment Analysis

The confectionery market in the UK has reached its maturity, and can only expect modest growth in sales for the coming years. However, the sales value is expected to continue increasing with the trend towards premium products in the chocolate sector and the evolution towards functional products in the field of gum. In the chocolate industry, the trend has led consumers to the consumption of luxury products and chocolate products black with a higher cocoa content. Such products are sold at a higher retail price and have pushed up the value of sales of chocolate in the past five years, despite relatively flat sales volume (Quinn, Doorley, 1990, 79-87).

There have been significant changes in buying habits of consumers, in particular, the growth away from city centres and shopping malls, supermarkets and online stores;

1. Commercial sales growth has also affected the sale of stores to some extent. Despite this growth, it is important to note that the increase in sales to more than offset the potential loss of stores in several times, and

2.The recession has exacerbated the weakness in many cities and small shopping centres.

Strategic Capabilities and Sustainable Competitive Advantage

Thornton plc is one of the largest manufacturers of chocolate in Britain. The company specializes in chocolates and toffees specialize in fine. To develop new and exciting products will always be the key to success and dynamism of the brand. The company saw ...