Business Opportunities For Thorntons PLC 1 
Business Opportunities For Thorntons PLC
In China: An Exploration
Module Title: Professional Studies
Module Code: 44-6888-00L
Student Name: Wang Chen
Student ID Number: 24034315
Degree Title: BSc（top up） Hospitality Business Management
Tutor Name: Robert Hayward
Date Submitted: 12th December 2014
Executive Summary
This report aims to give a specific explanation to demonstrate whether it is an appropriate time to open Chinese market for Thorntons through analysis of several issues.
As the world’s most populous country and second biggest economy, there is much room for company to run businesses in China, and so did chocolate market. Allen (2010) describes China market as a 10K foot race, and so far this chocolate war is only about 10 percent done. So it is still a newly developing market which will certainly have a bright future and the premium brand will become the most popular one to expand within it.
Ferrero Rocher was the first chocolate company to enter China, and Mars was the first one to set up factory in 1993. Compared to these foreign chocolate brands, Thorntons may come to China later and it also has some weaknesses such as lacking of experience to explore the international market and so on. However, there is no other time to enter into the Chinese market as now with a stable and healthy political and economical circumstance.
Even though companies like Mars, Ferrero, they entering Chinese market early and building up strong brand loyalty, with finest chocolate imported from UK, a good promotion strategy of its brand and a suitable price, Thorntons will achieve great success in the fast growing Chinese market.
Contents
Executive Summary 2
1. Introduction 4
1.1 Commissioned by 4
1.2 Purpose 4
1.3 Structure 4
2 China Business Environment 5
2.1 Recent economic performance 5
2.2 Demographic information 5
2.3 Culture factors 6
2.4 Potential risks 6
In China: An Exploration
Module Title: Professional Studies
Module Code: 44-6888-00L
Student Name: Wang Chen
Student ID Number: 24034315
Degree Title: BSc（top up） Hospitality Business Management
Tutor Name: Robert Hayward
Date Submitted: 12th December 2014
Executive Summary
This report aims to give a specific explanation to demonstrate whether it is an appropriate time to open Chinese market for Thorntons through analysis of several issues.
As the world’s most populous country and second biggest economy, there is much room for company to run businesses in China, and so did chocolate market. Allen (2010) describes China market as a 10K foot race, and so far this chocolate war is only about 10 percent done. So it is still a newly developing market which will certainly have a bright future and the premium brand will become the most popular one to expand within it.
Ferrero Rocher was the first chocolate company to enter China, and Mars was the first one to set up factory in 1993. Compared to these foreign chocolate brands, Thorntons may come to China later and it also has some weaknesses such as lacking of experience to explore the international market and so on. However, there is no other time to enter into the Chinese market as now with a stable and healthy political and economical circumstance.
Even though companies like Mars, Ferrero, they entering Chinese market early and building up strong brand loyalty, with finest chocolate imported from UK, a good promotion strategy of its brand and a suitable price, Thorntons will achieve great success in the fast growing Chinese market.
Contents
Executive Summary 2
1. Introduction 4
1.1 Commissioned by 4
1.2 Purpose 4
1.3 Structure 4
2 China Business Environment 5
2.1 Recent economic performance 5
2.2 Demographic information 5
2.3 Culture factors 6
2.4 Potential risks 6
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