David Broadbent
SWOT Analysis of The Confectionary Market
STRENGTHS
- Confectionary is often seen as a low price treat for people. Therefore, this is a good area for Masterfoods to put a product into, such as the Milky Way Crispy Roll.
- There is a high level Market Penetration. This means that confectionary has managed to keep a large share of the market. Therefore, it is a good area to invest and put a new product into.
- There are strong brands in the confectionary market. Therefore, people will recognise the “Milky Way” part of the title, and hopefully see this as a quality product. Masterfoods has a large variety of products, and is well known for things such as Mars, and also the Milky Way Bar.
- The UK is one of the highest consumers of confectionary within Europe, which means that it is a good place to place a new confectionary product.
- Many people eat chocolate and sweets whilst “on the go”. Therefore, it is good to market a new product that can be eaten “on the go”.
- Masterfoods employ a lot of skilled workers, with a lot of experience and knowledge which is obviously beneficial to the company.