Australian confectionery industry

1.provide a brief situation analysis of the industry background including size, growth and structure , and identify the major competitors and their market shares. 2.research the marketing macro environment and the forces that shape it in the industry selected. Make sure you focus on the industry in Australia only and consider each macro-environment factor. You will need to examine each macro factor and identify the opportunities and threats it presents to marketers. 3. Once you have ab understanding of the marketing factors impacting on the particular industry, you will need to go to analyze the way in which the market has been segmented Clearly define how and why segmentation has been applied to confectionery industry. Provide examples of the different segments and their target markets. In other words develop a profile of the target markets. This section can be completed in table format. 4. Take two product items, each from a different product segment that were identified in the previous section and consider ONE of the associated target markets for each item. Identify and explain the marketing strategies employed by the associated marketing mix (basically detail the marketing mix of the two products). To do this effectively, you need to consider the entire marketing mix, compare and contrast how the marketing mix differs for the 2 different products and provide evidence such as in-store photographs , promotional material etc.