1. Target Market, Objectives and Positioning StrategyChocolate is the most popular item in the UK, especially among children, as it is a rich source of nutrients and calories. The attractive shape, size and taste of chocolate make it an adorable treat. A market study carried out in Great Britain found that 91% of women consume chocolate products, while men consume 87%. But over the years, the trend of the chocolate market has changed, consumers care more about the content of chocolate and its health. People are willing to pay a premium for premium, high-quality products. Al Nassmacamel is a luxury brand camel milk chocolate that will offer healthy and good candy choices for children, youth or customers of any age with a variety of flavors. The Al Nassmacamel company plans to initially create 5 points of sale. Hamilton Pl London is a key target area where they are establishing an initial outlet and then they will expand to other major locations in London. Another plan is to offer camel milk chocolate products in other luxury brand stores like Harrods and Selfrages. This will help distribute products consistently without much difficulty. Al Nassmacamel Company's goal for the first year is to sell more than 70% of its products through its own outlet or with the help of branded stores and acquire 40% market share of chocolate products luxury.2. Marketing mix strategiesAccording to a survey conducted in 2010, the chocolate industry in the United Kingdom is dominated by four large companies Cadbury, Mars, Nestlé and Kraft which acquire 75.5% market share. However, over time, consumer choice and taste is shifting towards higher quality chocolates. Because of this premium chocolate segment, it is now the fastest growing part of this industry. A ...... middle of paper ...... in first year4. Evaluation PlanThe UK chocolate market is very competitive, therefore we focus on innovative techniques so that the consumer gets an eco-friendly and healthy product at an affordable cost. We also ensure quality assurance of production. As our competitors have a very strong base, we will offer chocolate products in other luxury brand stores like Harrods and Selfrages. Al Nassmacamel will open five Al Nassmacamel outlets in urban areas of London. To understand the response regarding Al Nassmacamel products, we will conduct market research by interacting with wholesalers, distributors and consumers. This will happen every month. Along with this, a monthly sales report per product will be generated to calculate the average sale per month. This will help us monitor the difference between the actual sale and the estimated sale.5. References