The assignment analyses the position of Thorntons. This company is a very famous chocolate manufacturer in the UK. But struggled to meet customer demand in recent times.
The following models were used:
- Strategic orientation of companies (Porter) ;
- Bowman's competitive strategy options (Bowman);
- PEST / STEP analysis;
- 'Five Forces' model;
- Resource Audit;
- Value Chain analysis
Inhaltsverzeichnis (Table of Contents)
- Introduction
- What is the organisation's strategic position?
- What are the key external drivers of change affecting the organisation?
- How does the organisation add value?
- How sustainable is the strategic position?
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report examines the strategic position of Thorntons, a premium chocolate provider in the UK, within the competitive landscape of the chocolate market. It analyzes the company's strategic position, identifies key external drivers of change, explores its value-adding mechanisms, and assesses the sustainability of its current strategy.
- Strategic Positioning and Competitive Advantage
- External Drivers of Change and Market Dynamics
- Value-Adding Mechanisms and Differentiation Strategies
- Sustainability of Strategic Position and Future Prospects
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the report's scope and structure, introducing the focus on Thorntons and the key areas of analysis.
- What is the organisation's strategic position?: This chapter examines Thorntons' generic strategy and competitive positioning within the chocolate market. It analyzes the company's target market, competitive advantages, and potential threats.
Schlüsselwörter (Keywords)
The report focuses on the strategic position of Thorntons, a premium chocolate provider in the UK, analyzing its competitive advantage, key external drivers of change, value-adding mechanisms, and the sustainability of its strategic position within the dynamic chocolate market.
Frequently Asked Questions
What is Thorntons' strategic position in the UK market?
Thorntons is positioned as a premium chocolate manufacturer and retailer. Its strategy focuses on differentiation through quality and brand heritage, although it has faced challenges in meeting modern customer demands and digital trends.
How does the "Five Forces" model apply to the chocolate industry?
The model analyzes competitive rivalry (high), the threat of new entrants (moderate), the bargaining power of buyers (high due to many choices), the bargaining power of suppliers (cocoa prices), and the threat of substitutes (other snacks/gifts).
What are the key external drivers (PEST analysis) affecting Thorntons?
Key factors include economic conditions (disposable income), social trends (health consciousness and sugar reduction), technological changes (e-commerce growth), and political/legal factors (food labeling regulations).
How does Thorntons add value through its Value Chain?
Thorntons adds value through specialized production processes, unique recipes, a dedicated retail network, and personalized gifting services that differentiate it from mass-market supermarket brands.
What is Bowman's Strategic Clock in this context?
Bowman's Strategic Clock helps identify Thorntons' competitive options, such as "Differentiation" (high perceived value) or "Focused Differentiation," and helps assess if its pricing matches the perceived value by customers.
- Quote paper
- Roberto Niesing (Author), 2008, Analysing Thorntons based on different strategic models, Munich, GRIN Verlag, https://www.grin.com/document/92858
