THORNTONS CASE STUDY

Q1. Thorntons’ pattern of strategic development from its origin to 2003

Thorntons had followed a strategy of in-house manufacture.

Thorntons has developed right from the start a strategy of focus differentiation.

Thorntons operates in four customer-market segments: gifts; personal treat; family-share; and, children, each with different customer needs. Their marketing mix reflected these different needs. Regarding the children segment, they created different themes like Dinosaurs, Fossils and Dalmatians spots.

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Q2. Strategies adopted by Roger Paffard

Paffard developed a strategy of diversification, products development and strong brand name. He also expands the channels of distributions to increase market.

Paffard sees expansion as route to success. Expanding its portfolio to include such products as ice cream, liqueurs or sauces is seen as the most likely means of generating future growth.

Thorntons widen their products to respond to customers demand; and discontinued some products that were not profitable.  A greater emphasis was made on ...

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