Royce-Chocolate-Marketing-Plan1

DIPLOMA IN BUSSINESS MANAGEMENT 16TH INTAKE SEMESTER 1 DB 101 PRINCIPLES OF MARKETING GROUP PROJECT GROUP NAME Members Lecturer Date PRODUCT : : : : : : Marketing Plan Report Juliana Yeo, Anthony Ng, Selva Raj, Johnny Quek

Mr Louis Sim June 2009

Royce’ Chocolate Marketing Plan

Table of Contents Executive Summary Brief Background of Company Mission Statement Marketing Objectives Situational Analysis Marketing Mix Strategy Implementation Evaluation Control Recommendation & Conclusion

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1.0 Executive Summary

1.1 The Challenge

Brief description of product to be marketed and associated goals, such as sales figures and strategies goals. Including mission statement.

2.0 Situation Analysis

Royce’ chocolate also known as E-Royce’ has been in the Japanese market since 1983. With offices established in major parts of Japan, the company has become a significant player in the Asian candy industry. In August 2001, Royce’ Confect International Pte Ltd was established to serve the international market, mostly Asian customers. With this, Royce’ first international store was set up in Singapore. 2.1 Market Summary On the international market, since 2008, the price of cocoa which is the main ingredient for making chocolates is going up. This will eventually affect the price of chocolate. With overweight and obesity affecting millions of people in our society, the consumption of chocolate may be on the decline. On the local market, the key issue affecting the market is that there are a numbers of confectioneries coming up. Some of those are also in the premium...