Abstract
The case is primarily concerned with the development of a comprehensive marketing plan for Kit Kat, a long-established chocolate biscuit bar produced by Nestle Rowntree, the UK''s largest exporter of chocolate and sugar confectionery. The case incorporates extensive information on the chocolate confectionery market and related supply chains, and is designed to acquaint students with SWOT analysis, to expose students to the effect of the European Union in marketing to this region, and to familiarise students with the principles of designing a marketing plan.
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Abstract
The case is primarily concerned with the development of a comprehensive marketing plan for Kit Kat, a long-established chocolate biscuit bar produced by Nestle Rowntree, the UK''s largest exporter of chocolate and sugar confectionery. The case incorporates extensive information on the chocolate confectionery market and related supply chains, and is designed to acquaint students with SWOT analysis, to expose students to the effect of the European Union in marketing to this region, and to familiarise students with the principles of designing a marketing plan.
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