Abstract
Chocolate was imported in Europe in 1494 by Christophe Colomb. It was considered a medicine and then as a sweet. However, this product was used since long time by the Aztec and Mayans to fight against tiredness. In fact, chocolate has been used since V century BC.
Thus, this product has become common in households for health and pleasure reasons. In 2002, 0.97 kilograms of chocolate was consumed per person in the world. As a consequence, it is evident that the chocolate market is a large one where competition is tough.
For this reason, we will analyze the introduction of Lindt in a foreign country, Finland. In the first part, we will describe and analyze the company, its range, and its strengths and weaknesses. Then, in the second part, we will conduct a macro-environmental analysis to determine the most appropriate country where it is exported. And, in the third part, we will undertake a micro-environmental analysis of the Finnish market to determine the competition, opportunities and threats. Finally, in the fourth part, we will determine our strategy to tap the Finland market and the appropriate marketing mix.
