Report怎么写:品牌商业报告计划

Report怎么写:品牌商业报告计划

本报告的目的是进行品牌分析：Chupa Chups。它将识别和评估一些营销因素，如行业的背景信息，微观和宏观环境，整体营销组合，包括细分，定位和定位，并最终目标市场。

随着这些市场因素的详细分析，本报告将目前的糖果产业总体情况，特别是Chupa Chups的现状。

1引言

本报告的目的是提供一份单独的商业报告计划。所选择的产品是Chupa Chups。为了执行这一报告，将对关键的营销因素进行识别和评价。在本报告中，我们假设微观环境和宏观环境对产品都有影响。通过对这两个方面的分析，我们将进行STP过程，即分段、目标定位和定位。因此，目标市场将在本报告最后提出。

2行业

大约在1851年，糖果业开始在世界上。渐渐地，糖果业在家庭中流行起来，许多糖果工厂也开始营业。当时，糖果大多是一口大小的东西，它需要一天的时间内售出。

事实上，糖果行业是一个非常简单的行业。孩子们只要把手放进口袋里就能买到他们想要的糖果。然后到了二十世纪，糖果业在品种和数量上都经历了巨大的扩张。此外，在二十一世纪，糖果业还在继续发展（戴维，2003）。

以费列罗例。费雷罗已经从花生酱，Tic Tacs，更广泛的品牌系列，和费列罗榛子巧克力。在2012年，据报道有95亿美元的预计销量（全球商人，2012）。

3微环境

微环境指的是与组织联系在一起的那些方面，它可能对组织满足客户需求的能力产生影响（史提夫，2007）。典型的方面如下：组织，市场渠道公司，客户市场，竞争对手和公众。

对于组织本身，Chupa Chups是一家致力于占领更多的市场和世界服务更多的客户。事实上，Chupa Chups是一位巴塞罗那集团。在1958年，它决定放弃它的200多种产品，开始专注于棒棒糖。在目前的时间，该集团提供了超过40亿个棒棒糖每年向其客户和客户在170个国家在世界上分布。通过对Chupa Chups国际成功的全面回顾，有两个最重要的营销策略，做出最大贡献：调整其产品的消费者不同的口味和喜好，并了解和尊重不同的文化。

然而，Chupa Chups也碰到了很多在中东国家推销其产品的工艺难点。原因在于人们普遍认为女孩在公共场所吃东西是诱人的。因此，在这种情况下，Chupa Chups调整了促进产品消费在室内。更重要的是，在欧洲，为了让公众知道，Chupa Chups甚至选择了免费赠送糖果给这些努力非常著名的足球教练，Chupa Chups已经成功地在世界许多国家，扩展到了更大的市场份额。在西班牙，Chupa Chups几乎成了一个类似的名字，棒棒糖。即使在这种情况下，的Chupa Chups组仍然显著更多的宣传和更大的市场份额（骄傲&费雷尔，2004）。

然而，Chupa Chups真正的成功可能在于其创新的分销和零售展示。更具体地说，Chupa Chups已经成功地销售本身，如面包店、书店、音乐商店的地方，即使银行。这些地方，它的竞争对手没来，当然，这给了Chupa Chups一个边缘。此外，Chupa Chups的表现也很有吸引力。将每根棒棒糖插到半球形的球形支架上，不仅引人注目，而且安全，不易错过（彼得，2008）。

Report怎么写:品牌商业报告计划

This report aims to conduct an analysis of a famous brand: Chupa Chups. It will identify and evaluate some of the marketing factors such as the background information about the industry, the micro and macro environment, the overall marketing mix including segmentation, targeting, and positioning, and in the end its target market. 

With a detailed analysis of these marketing factors, this report will present an overall situation of the sweets industry and particularly the current situation of Chupa Chups. 

1.0 Introduction

The purpose of this report is to provide an individual business report plan. The chosen product is Chupa Chups. In order to carry out this report, an identification and evaluation of the key marketing factors will be conducted. In this report, we assume that both micro and macro environment have an influence on the product. And according to the analysis of these two aspects, we will conduct the STP process, i.e. segmentation, targeting, and positioning. Therefore, the target market will be finally presented at the end of this report.

2.0 Industry

In around the year 1851, candy industry started in the world. Gradually, the candy industry became popular among households and a lot of candy factories were started up. At that time, the candies are mostly made to be the bite-sized morsels and it needed to be sold within a day’s time. 

In fact, the candy industry is a very simple one. Kids just reach into their pockets for coins and then they can get their desired candies. Then arriving at the twentieth century, the candy industry has been through a huge expansion, both in varieties and quantities. In addition, in the 21st century, the candy industry is keeping developing (David, 2003).

Take an example of the Ferrero. Ferrero has a wide brand range from Nutella, Tic Tacs, Kinder, and Ferrero Rocher hazelnut chocolates. In the year 2012, it was reported to have estimated sales of $9.5 billion (The World’s Billionares, 2012).

3.0 Microenvironment

Microenvironment refers to those aspects that are connected to an organization and that could have an influence on the organization’s ability to meet the needs of its customers (Steve, 2007). Typical aspects are listed as follows: the organization, market channel firms, customer markets, competitors, and the public. 

For the organization itself, Chupa Chups is a company that is working to occupy more markets and serve more customers in the world. In fact, Chupa Chups is a Barcelona-based group. In the year 1958, it decided to give up its over 200 kinds of products and started to specialize in lollipops. In the present time, the group provides over 4 billion lollipops to its customers every year and its customers are distributed in 170 countries in the world. Through an overall review on Chupa Chups’ international success, there are two of the most important marketing strategies that have contributed the most: to adjust its products to the customers’ different tastes and preferences, and to understand and show respect to different cultures. 

However, Chupa Chups also came across a lot of difficulties in the process of marketing its products in Middle Eastern countries. The reasons lie in that it is generally regarded as seductive for a girl to eat a sucker in the public. Therefore, in this occasion, Chupa Chups made an adjustment to promote product consumption indoors. What’s more, in Europe, in order to get known to the public, Chupa Chups even chose to give out free candy to a very famous soccer coach with these efforts, Chupa Chups has successfully expanded into many countries in the world and captured a large market share. In Spain, Chupa Chups has almost become a similar name to lollipop. Even under this situation, the Chupa Chups Group is still striking for more publicity and larger market share (Pride & Ferrell, 2004).

However, the real success of Chupa Chups may probably lie in its innovative distribution and retail displays. To be more specific, Chupa Chups has successfully marketed itself to places such as bakeries, bookshops, music stores, and even banks. These are those places that its competitors have never arrived to and surely, it gives Chupa Chups an edge. In addition, Chupa Chups’ displays are also very attractive. By slotting each lollipop into a hemi-spherical stand, it is not only eye-catching but also safe, not easy to be missed (Peter, 2008).  

Major competitors for Chupa Chups are found in such brands as Reilly’s Rockets, Lancaster, and so on (Brigit, 2009).