Case Study Thorntons
1. Thorntons' pattern of strategic development from its origin to 2003
Right from the beginning, 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.
The Strategy Development Directions framework will give use a more specific and global image of Thorntons Strategy.
Protect/Build
Consolidation:
? Chocolate scented
? Relaunch of Continental range
? Chocolate champagne bottle
Market penetration
? Snack bar
? Chocolate on stick ( For Easter)
Product development
? Ice cream
Market Development
? Supermarket customers
? Us Market
? Europe (France, Swiss etc.) Diversification
? Café Thorntons
? T-shirt & underwear (St valentine)
SWOT Analysis of Thorntons
Strength
- Brand
- High Quality Products
- The market the operate In very lucrative
- Good quality of service, include personalised message
- Gift wrapped
- Shareholders
-&nbs ...