Thornton Strategy

INTRODUCTION

Industry overview

According to mintel reports, “chocolate candy store (April 2008)” the UK chocolate confectionery food merchandise is now worth an estimated £2,140 million, which accounts for an 11.1% increase from 2003 representing 64% of the total grocery store for chocolate (including seasonal/boxed) after a long period of decline. The seasonal and boxed chocolate market which represents a major sector in the UK confectionery market is predicted to see growth in 2008. Most of the players in the market including; Cadbury, Nestle and Thornton’s have taking on all in all the major food trends, including local and natural which has contri provideded to the market’s strong growth on an increasingly premium positioning.

Thornton’s overview

Thornton’s Plc was established by Joseph William Thornton in 1911, growing up to be one of UK’s largest chocolate confectionery producer and retailer distributing its products in nearly 400 shops and cafes including 200 franchises, as well as through its online store and by mail order and noble street retailers.



The company been making and selling chocolate since its existence, but it was not until 2001 that the company decided to begin selling its products in other retail outlets so as to strengthen a declining performance from its own outlets. Thornton’s experienced rapid blowup with a further extension of its products in Tesco stores in run into 2002 and currently has a presence in most of the lede food retail shops in the UK.

1, Describe and evaluate Thornton’s main strategies from its origin (1911) to the year 2000

Introduction
According to Johnson and Scholes ‘exploring corporate outline’ (sixth edition) Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder...If you want to follow a full essay, order it on our website: Orderessay



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