Wrigley's Competitor Analysis Essay

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5. COMPETITOR ANALYSIS
Today’s environment in the Chinese chewing gum markets is fierce and highly competitive. In the markets several international and domestic players exist and they fight for market share with a wide variety of choice to consumers. While considering these facts we see yet, that there is potential for us to conquer bigger share of the markets. One essential step in this is to understand our competitors.
From the existing market players we perceive Wrigley’s Confectionery China as our main competitor as it had almost 65 % market share in 2014 (Zhuoqiong, 2015). Under Wrigley’s operate brands such as Extra, Double Mint and Five. These brands form the basis of the outstanding market share that Wrigley’s has. Wrigley’s offers also xylitol and sorbitol sweetened chewing gum. Although it has to be noted that Wrigley’s is not offering 100 % xylitol as we do (Wrigley China, 2015). …show more content…

With its market share of 5,5 % (Zhuoqiong, 2015) it is potential competitor. Lotte that has a portion of the 9,5% share of “others” (Zhuoqiong, 2015) is also seen as a potential competitor. Stride and Lotte are both offering xylitol options in their products portofolio. In Stride gum, the amount of xylitol is less than 2 % (Fooducate, 2015), while in Lotte the amount is as high as 86 % (LOTTE Confectionery, 2015). Competitors analyzed in table 1 (appendix A) are perceived as the most potential ones and therefore carefully analyzed. Figure 5 (appendix B) shows the market shares of 2014 for the chewing gum producers to give broader picture of the

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