Thorntons
Essay title: Thorntons
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
CafĐą 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
Franchise
Weakness
In house manufactured (made sometime difficult to meet the demand in seasonal pick)
Location
Outlets of shops
Products variations
Opportunity
More automation
Organic growth
Develop the share
Extension
Threat
Supermarket own brand product
Larger manufactures
Small and more specialist Chocolate brand
2. Strategies adopted by Roger Paffard
Mr Paffard developed a