دانلود رایگان مقاله انگلیسی بررسی استراتژی های بازاریابی از صنعت شکلات اروپا - اشپرینگر 2017

Abstract

This paper reviews the main marketing strategies applied by the European chocolate industry. It focuses on the role of country-of-origin, product diversification and scenarios, and provides a historical overview of the industry. This is followed by a discussion of the association between a brand and country-of-origin, before scrutinising the chocolate industry. The analysis of this study uses evidence gathered from the consumer chocolate ranking, company annual reports, consultant statistics, corporate websites and the newspaper archives. The analysis compares the marketing strategies of case studies selected; namely, Ferrero Rocher, Cadbury, Lindt and Sprüngli and Godiva. Moreover, emphasis is placed on the similarities and differences of these brands and other chocolate brands outside Europe. The study’s existing literature and analysis suggests that historical context and business history play important roles over time.

Conclusion

In conclusion, this paper discusses the marketing strategies in the European chocolate industry. It identifies some similarities, such as product diversification, geographical market, and the marketing mix in general. However, to some extent, there are also few differences, such as in marketing mix, particularly in place (distribution) strategy; whereby the European chocolate brands, such as Lindt and Sprüngli and Godiva, are in favour of venturing their own brands’ cafés in other geographical markets. Conversely, the marketing strategies among European chocolate brands differs from other chocolate brands worldwide, particularly from the US, like Hershey and Dove Chocolate, the close competitors in top ten familiar and favourable chocolate brands, for example in pricing strategy which the prices of European chocolate brands in case studies are priced higher than the US chocolate brands. There is a difference in product strategy, particularly in production, between the European and US chocolate brands; whereby the US sells products to other processing industries, while the European processing themselves at their home countries. The similarities and differences in marketing strategies are associated with ownership control and management of the company; whereby branding heritage exists among the European chocolate brands that identify their brand image and explain the association with country-of-origin.

This paper has a contribution to the literature, theory, methodology and practical implication. First, this paper provides a comparative case study overview with evidence from four different European chocolate brands, which contribute to the literature in the chocolate industry. Second, this paper had a contribution to a theory by providing case studies with evidence using the semiotics theory coupling with the basic marketing mix and resource based view to provide better understanding of the overview in marketing strategies among the European chocolate brands. In doing so, this hybrid coupling theories used show that this method had a potential way to examine the phenomena that have never been done by other similar study. Third, this paper has a contribution in methodology by providing a qualitative method using a holistic multiple case study with triangulation sources to analyse the cases, which contrast than other chocolate brand studies that used a single case study. Fourth, this paper has a practical implication by highlighting the strategy of differentiation among the European chocolate brands, which competitive marketing strategies are useful in the industry, particularly in promotion and distribution. This study is helpful as a guide for practitioners involved in marketing strategies in marketing-based industry particularly in chocolate industry, which they would consider the characteristics of resources in a firm may have capabilities to provide differentiation in products strategy, or it also has weaknesses that may hinder and prevent a sustained shift, ultimately leading to business demise. The examples of brands in this study is hoped to provide as a guideline.