The Sales Related Issues of Thorntons PLC Term Paper

The Sales Related Issues of Thorntons PLC - Term Paper Example The industry in which the company operates is very competitive and apt strategies are needed to gain a competitive advantage over other firms. For this purpose a situational analysis will be conducted taking into account both micro-environment and macro-environment. Finally, a SWOT analysis of the company will be conducted in order to understand the present position of the company and the external factors that can benefit or hurt the company in the future. This section will include a commentary on the most important factors of the macro-environment in the chocolate industry. Political The political environment of the United Kingdom is relatively stable. The company does not have to worry about the problems of a turbulent political environment that are prevalent in developing markets. There are although specific regulations regarding marketing of food items that the company has to abide by at all times. In order to prevent childhood obesity, the government is looking to reduce chocola te sizes and that will affect the company (Daily Mail UK, 2009). Regulations such as these can affect a change in production, marketing, and distribution strategy of the company. Economical Economic conditions of the United Kingdom are not ideal and the country is still feeling jolts from the economic recession of 2008. But still, the situation of the chocolate industry is considerably better compared to other industries. The industry has been able to survive the recession and, opposite to other industries, has shown growth as well (Piercy, Cravens, & Lane, 2010). Although the chocolate industry is generally regarded as one of those industries that were able to survive the recession, Hull city’s economic conditions are not good which may not be good news for the chocolate industry. The unemployment level in the city is higher than the country average (Hull City Council, 2011). This is not a good sign for the chocolate companies operating in the region. Socio-cultural The cult ure of gift giving at Christmas is the main reason behind the increase in sales of chocolates in this season.