The importance of behaving in a proactive way for marketing management: the case of thorntons PLC

DOI

10.2991/febm-17.2017.62How to use a DOI?

Keywords

marketing management; proactive way; marketing strategy;business environment change

Abstract

Thorntons was positioned as luxury chocolate brands, however, it has continued to operate with a weak business performance in 2010-2012. The growing of products' volume and improvement of in-store service cannot provide clear differences compared with its competitors. This paper took Thorntons as the research case, reviewed relevant studies and analysed the operation data from 2010-2012. finally, results found that lacking of product innovation is a continuing existing problem to influence the customers' choices. Although Thorntons has been in the hard economic environment and the increasingly complicated market, it still operated with a proactive marketing strategy. It is suggested that diverging sales channel to commercial customers deeply will expand the value of its brand and new market development. It is the power of behaving in a proactive way.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Guochao Lin
AU  - Qinping Chen
PY  - 2017/10
DA  - 2017/10
TI  - The importance of behaving in a proactive way for marketing management: the case of thorntons PLC
BT  - Proceedings of the Second International Conference On Economic and Business Management (FEBM 2017)
PB  - Atlantis Press
SP  - 467
EP  - 472
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-17.2017.62
DO  - 10.2991/febm-17.2017.62
ID  - Lin2017/10
ER  -