Analysis of Whittaker's Market Strategy

Introduction

Companies can enhance sales through effective strategies and plans to minimise competition
and boost corporate growth. Products can continuously be developed in order for each
organisation to attract more clients or management strategies to contain different markets can
be improved. This research analyses Whittaker's market strategy and leverages tactics for
increasing consumption and brands and Whittaker's organic sustainable development
chocolate portfolio.

Whittaker Chocolate's current market tactics include price strategy, market penetration
strategy, market expansion strategy, and mixed market strategy.

Market Strategy Analysis of Whittaker

Price is a key determinant of the market share and profitability of the organisation. Whittaker
has to raise price because of the cost increase, but the corporation ensures that the product
quality does not change (2). In the growth strategy the production line will boost production
and sales of the product (1), sales will progressively increase, the share of original products in
the market will increase and new consumers will be attracted. Whittaker, on the other hand,
explores its products and sells a quarter of its chocolate for Australia, South East Asia, China
and North America (1). Whittaker cooperates with local dairy producers in the development
strategy for the market to produce fresh milk-based chocolate drinks (6). It not only preserves
the company's market competitiveness, but also employs new products to generate new
markets. Whittaker, the most trusted brand in New Zealand, has been ready to exhibit its
strength in the globe for seven consecutive years. The main operations of Whittaker today are
to market its brand worldwide. "A quarter of Whittaker's chocolates were sold to Australia,
Southeast Asia, China and North America" (1) rapidly increasing worldwide trade. And "the
Japanese market is now also entering" (5).

In addition, Auckland International Airport launched its first real shop to display its products
more efficiently. The airport store is able to contact directly with chocolate enthusiasts
worldwide, offer high quality chocolates and obtain feedback from chocolate lovers. Innovate
the chocolate flavour. Each sale is centred on the advantage of the consumer and improving
the flavour of the Whittaker chocolate brand will assist it to make more profit. The use of
various aromas will increase the consumer's taste. The novel taste will attract those who
prefer the new product to be tried. For example, it is required to add a matcha flavour to the
chocolate in order to prepare for the Japanese market, in order to attract Japanese consumers.
This attracts not just those who adore normal matcha but also those who prefer to experience
new flavours (5). Break the usual will lead to sales shifts and Whittaker will create a good
brand.

Regular flavours can help enter the market, but the idea of a more delicious chocolate is
unique and can deliver more aromas than its competitors. Adding a taste of convenience will
also help to boost brand sales and competitors. Comfortable floods include bacon, popcorn
and even a combination of salty and sweet foods (1). This helps to attract people and to make
the brand more competitive on the market. Otto and Gresbosz (2013)). Whittaker's profits
climbed by 60% over the 12 months in 2014 and currently account for 38% of the New
Zealand chocolate market. According to the Centreport Annual Report (2018), the chocolate
weight of Cadbury decreased by 10 per cent. Whittaker was offered a chance through the
Cadbury problem, which Whittaker took advantage of, and reputedly grew at an annual rate
of 10%. Whitaker can be seen as the favoured brand and a huge number of people have
backed the advantage of local brands.

In the next five to ten years, Whittaker will show a rising trend. The reason for the success of
Whittaker is the unique production proposal of their company. As far as health is concerned,
the health hazards in the chocolate industry have led to delayed consumption. Whittaker
emphasises consumers' health demands, attracts significant sales and becomes a competitive
product in the market. The chocolate process of Whittaker contains a range of products rich
in nutrients, which give the brand a higher renown. Increasing the sales of healthy chocolate
goods in the process of quality products. Even while items from Whittaker raise prices due to
greater costs, buyers are more likely to pay more health products prizes. Whilst Whittaker
claims that healthy development can be risky in the earlier period, some people are unwilling
to pay more because certain products are cheaper, this will not only build a unique brand that
will attract consumers, but will also promote healthy life-style and allow consumers to take
advantage of the product for a long time.

Flavor innovation is another component in success. Enhances the consumer's taste by

producing distinct flavours. The novel taste attracts those who are prepared to test the new
products. Break the usual will lead to sales shifts and Whittaker will create a good brand. So
companies need to include chocolate alcohol aromas in order for them to appeal the
preferences of grownups. Not only are alcohol flavours appealing to frequent purchasers but
they are also attractive to people who want to test out new tastes (Rahma and Areni, 2014).
When Whittaker pushed chocolate products in Japan, the company combined in the products
— Matcha — components of the Japanese food culture, and adopted a style that reflects the
company's innovation of the flavour and development of the Japanese market.

On the contrast, a survey suggests that the taste of the goods, the chocolate brand and, lastly,
the price is the main element regarded by Chinese consumers. This demonstrates that
Whittaker chocolate can match the Chinese consumer market and win an enormous market.
The main problem in Whittaker's development is the threatened production of chocolate (6).
Cocoa is the chocolate raw material must be planted in the appropriate rain forest and
climate. The area of land usable for production of cocoa is limited and decreasing due to the
global warming effect. Plant virus contamination and pests also cause 30% to 40% of world
production of cocoa lost annually (6). And farmers must consider planting other, more
profitable alternative crops due of risks and price swings. Lower output and higher prices,
which will lead to a decreasing sales, will come from restrictions on raw resources. Producers
of chocolate know the possibility for losing cocoa and created a sustainable plan for cocoa. A
new programme was initiated by Mars Wrigley and Candy to restructure the cacao supply
chain. This proposal focuses on the earnings for farmers and helps children and protects
forests.

Whittaker will be able to follow others in developing a viable cocoa threat approach. Develop
own ethics requirements for raw materials to improve the effectiveness and monitoring of
ethical standards of their programmes at every level of production, and provide farmers with
planting support. Train farmers to improve efficiency through sustainable cocoa practises and
support processors to satisfy international suppliers' criteria. The customers are more
expected to purchase these products from SDPs. The Sustainable Planning Strategy will also
boost local farmers' health, education and well-being. On the other hand, a great deal of
money is incurred due to the high peregrination of chocolate and to transport challenges in
global commercial enterprises. Although the product can be carried by ship, it may not be
suited for perishability. Companies can engage with exporting firms abroad. Or, in countries
like as Southeast Asia, Whittaker might try to develop facilities near regions of raw resources,
employees can run their own production of chocolate and have low labour force.

The rules for management in the food sector are available in this market research for Whittaker. The
selection of rich products is a significant aspect in the psychological process. Companies must take
into account how to improve the competitiveness of products and encourage the desire of
consumers to buy them and even to develop a name for the brand. Whittaker has undergone the
early development of health items and tastes innovation. Use market expansion tactics and
development methods to increase consumption in the medium run. Export commerce is already
under development and intends for the future to include measures for sustainable development.