Industry Attractiveness Analysis

Improved Essays
Mondelez: Category Ranking
To analyze industry attractiveness and competitive strength, we examined four categories: Beverages, Cheese and Groceries, Chocolate/Gum/Candy, and Biscuits. In both industry attractiveness and competitive strength, we were able to determine the importance weight multiplied by the attractiveness rating which gave us the weighted score. By adding the weighted score together for each of the four categories, we determined the overall attractiveness.

First, in the industry attractiveness analysis, beverages, cheese and groceries, chocolate/gum/candy, and biscuits were compared based on six measures. The competitive measures were Market Size and Growth Rate (.15), Industry Profitability (.2), Intensity of Competition
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Those five factors included Relative Market Share (.15), Marketing and Promotion (.15), Product Innovation Capabilities (.2), Distribution Capabilities (.25), and Brand Name Recognition (.25). Based on these classifications, we determined that beverages had a total score of 6, cheese and groceries had a score of 4.8, chocolate/gum/candy had a score of 7.35, and biscuits had a score of 7.5. Mondelez has very strong brand name recognition as it is known throughout the world for its powerful brands. Because of its global reach, Mondelez has extensive distribution capabilities and many of its products are offered worldwide. Furthermore, Mondelez is committed to continuous product innovation and differentiation, both of which add great value to the …show more content…
As mentioned above, Mondelez owns many major brands of chocolate, gum, and candy, and we expect that it has a very large market share for those products. As for marketing and promotions, Mondelez has been able to successfully compete against low-priced and store brand products, and it is committed to providing resources to expand promotions in key markets. Product innovation is one of Mondelez’s key competitive strengths. Innovation of its offerings is evidenced by the acquisition of new products, launch of new brands, creation of new flavors, and ever-changing packaging. The company has always had a continuous focus on updating its product portfolio to ensure that its products are meeting changing consumer preferences. Mondelez has no issues when it comes to brand name and recognition as it controls power brands in the chocolate industry like Cadbury, and dominant companies in gum and candy categories such as Trident, Stride, and Sour Patch

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