Lindt of Switzerland Assignment Example | Topics and Well Written Essays - 3000 words

Lindt of Switzerland - Assignment Example This report aims to understand what contributes to such significant growth for Lindt in a market environment that is sustaining limited growth. The research consists of a micro-level and macro-level analysis of the UK market, explores aspects of consumer behaviour in the chocolates industry, and other relevant factors that impact the apparent market success of the organisation. How Lindt has managed to achieve significant growth when many other competitors are struggling to achieve substantial increases in revenues requires an in-depth investigation of the brand, its competitive strategies and integrated marketing communications utilised in the UK market. This paper highlights that  to fully explore Lindt’s apparent market success, Porter’s Five Forces Model is a viable method by which to examine in the micro-level factors impacting the business. This model includes five dimensions that pose risks or opportunities for the firm, including competitive rivalry, threat of substitutes, buyer and supplier power in the market, as well as threat of new entrants.  Competitive rivalry advantages for Lindt could explain the firm’s superior revenue growth achievements. Lindt maintains an advantage of having a very highly recognised brand name, having been a chocolate producer since 1845.  The company positions itself in terms of quality, drawing on a promotional strategy which emphasises product superiority over that of competition.