To correctly identify opportunities and threats to their product, Marketing Managers need to...

Question

To correctly identify opportunities and threats to their product, Marketing Managers need to understand the marketing environment in which the products operate.Using the product/service you chose in your Discussion Board assignment, complete the following:Industry Research   	Using the AIU Library’s First Research web resourceconduct secondary research on the industry in which your product/service operates.   Click here for the research requirements and guide for this assignment.From your research and what you have learned, identify three (3) marketing environment forces that will impact this type of product/service. Describe each force and analyze why & how it will impact the product/service.Explore strategies to overcome the threats and capitalize on opportunities.Your papermust include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA,please visitthe APA Lab. The use of direct quotes is strongly discouraged.Product/Service is Quaker Oats.
	
Document Preview: Assignment Type: Individual Project   Deliverable Length: The body of the paper should be2 pages    Points Possible: 125   Due Date: 11/11/2012 11:59:59 PM  CT    To correctly identify opportunities and threats to their product, Marketing Managers need to understand the marketing environment in which the products operate. Using the product/service you chose in your Discussion Board assignment, complete the following: Industry ResearchUsing the AIU Library’s First Research web resource conduct secondary research on the industry in which your product/service operates. Click  HYPERLINK "https://mycampus.aiu-online.com/courses/MKTG205/Assignment_Assets/MKTG205U1ResearchGuide_2011.pdf" 	 "_blank" here for the research requirements and guide for this assignment. From your research and what you have learned, identify three (3) marketing environment forces that will impact this type of product/service. Describe each force and analyze why & how it will impact the product/service. Explore strategies to overcome the threats and capitalize on opportunities.  Your paper must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab.  The use of direct quotes is strongly discouraged. Product/Service is Quaker Oats.

Robert · Accepted Answer

Introduction to marketing 1 
 
Running head: CANDY MANUFACTURING INDUSTRY MARKET RESEARCH
Names 
Institution 
Date
 Introduction to marketing 2 
 
Introduction 
The candy manufacturing industry is composed of three segments; companies making 
chocolate from beans, companies using purchased chocolate for making candies and companies 
making non chocolate candies. The global market for candy manufacturing generates revenues of 
about $150 billion annually. The US and Western Europe make the largest markets for 
confectionary products. In the US alone, the industry has about 1,600 companies that generate 
combined revenues of about $20 billion. The industry is expected to keep on growing at a 
moderate rate in the next two years due to healthier products and new flavor offerings. The 
demand in this industry is driven by population growth and consumer tastes (First research 
2012). 
The success of an individual company is driven by manufacturing efficiency, marketing 
and supply chain efficiencies. Large companies benefit from economies of scale in purchasing 
and manufacturing. Small companies have been able to remain competitive by offering specialty 
and premium products. The three segments are already concentrated. Candy from purchased 
chocolate contributes half of the industry revenues. Non chocolate candy account to about 30% 
of the industry revenue and the remainder 20% is contributed by bought chocolate. 
Confectionary makers experiment with flexibility, flavors and variety (First research 2012).

To correctly identify opportunities and threats to their product, Marketing Managers need to understand the marketing environment in which the products operate. Using the product/service you chose in...

Solution

Answer To This Question Is Available To Download

Related Questions & Answers

Submit New Assignment