Analysis of Haigh’s Chocolates in Terms of Marketing Mix Theory

Abstract

This report focuses on Haigh’s chocolates’ and evaluates marketing strategies of the company, applying Marketing Mix Theory. Definition of product, promotion and people are introduced. Then this report explains how the Haigh’s use these elements in its marketing strategies. Haigh’s chocolates produces high quality chocolate with various different collections and well-designed packages to fulfill customers' needs. They are committed to environmental sustainability through packaging and the protection of bilby. The Haigh’s also pays attention to the attitude and performance of their employees. It is recommended that Haigh’s chocolates makes improvements for their online shop and open more offline shops in Australia.