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Prime Chocolate is still a small but growing company and, as such, is heavily dependent on external factors. In this paper, the positive impact of external factors on a given company is critically assessed, considering their possible negative impact on various aspects under consideration. At the dawn of business, the company successfully found its target audience, as well as places where its products are best sold. The presence of local establishments, local shows, and weekly markets where artisan products are appreciated and exhibited gives Prime Chocolate an excellent opportunity to appear among the target audience constantly. However, this path does not guarantee large-scale growth since the company has not gone beyond these sites. In addition, the restrictions imposed due to the pandemic have significantly weakened precisely this positive feature of the influence of external factors on business.
Otherwise, the company continues to comply with social and environmental responsibility requirements. There are more and more ecology supporters thanks to trends that are already often supported at the federal levels by the authorities (Maleki et al., 2020). The inclusion of the company in the Fair Trade program reflects the high quality and safety of the product. In addition, Prime Chocolate takes care of its employees by giving them a say in the planning of big things. At the same time, Prime Chocolate supports charitable organizations in various ways. Any business today must meet these requirements in order to maintain a high level of reputation. Compliance also regulates external factors that remove the possible threats of conflicts based on ecology and social responsibility, which threaten to erupt into scandals in modern times.
Technological factors are also determined by the company’s activities, namely, compliance with modern developments that contribute to sales. In the pandemic era, these include online sales and the availability of their delivery service or cooperation with aggregators’ food deliveries. Closed borders make it difficult to obtain material for making quality chocolate, which creates new challenges for the industry (Perez et al., 2021). Given that the company has these technologies, most users still choose more well-known and affordable brands of chocolate for several reasons. First, Prime Chocolate is not yet a big established company. Second, the company sells artisanal chocolate, which is more expensive to produce, exacerbated by its small scale compared to the big players in the market. In this regard, the positive impact of the availability of these technologies is overshadowed by a complex of other external factors.
Such a business has improved since large manufacturers no longer receive the exclusive right to be placed in supermarkets and shops. At the same time, prominent players still have a noticeable advantage in price and scale of production. External factors in the economy, which are stated, respectively, offer an excellent option for development and access to a broad audience for Prime Chocolate. As a result, the company can become a premium quality product, which will be higher in price due to higher quality products. However, to capitalize on this opportunity, Prime Chocolate must make the right offer to supermarkets while looking for new ways to increase revenue. A post-pandemic era must depend on more than just online sales and delivery. The marketing plan plays a decisive role in this situation, which will select companies following all the positive influences of external factors and constraining external conditions.
References
Maleki, S., Amiri Aghdaie, S. F., Shahin, A., & Ansari, A. (2020). Investigating the relationship among the Kansei-based design of chocolate packaging, consumer perception, and willingness to buy.Journal of Marketing Communications, 26(8), 836-855. Web.
Perez, M., Lopez-Yerena, A., & Vallverdú-Queralt, A. (2021). Traceability, authenticity and sustainability of cocoa and chocolate products: a challenge for the chocolate industry. Critical Reviews in Food Science and Nutrition, 62(2), 475-489. Web.
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