I Table of Contents
I Table of Contents 2
II List of Figures 3
III List of Abbreviations 4
1 Executive Summary 5
2 Macro Analysis of the Confectionery Industry 7
3 PESTEL Analysis of the Confectionery Industry 9
3.1 Analysis 9
3.2 Conclusion 12
4 Porter Five Forces Analysis 15
5 Industry Life Cycle and Industry Dynamics 18
6 Lindt & Spruengli Company Overview 22
7 Business System 24
7.1 Resource Base of Lindt & Spruengli 24
7.2 Activity System (Value Chain) of Lindt & Spruengli 26
7.3 Product Offering 28
7.4 Lindt’s positioning in comparison to Competitors 33
8 Organizational Structure 34
8.1 Organisational Process 35
8.2 Organisational Culture 36
9 SWOT Analysis 37
10 Recommendations 38
10.1 Exposing the Corporate Social Responsibility 38
10.2 Product Development to meet upcoming consumption trends 38
10.3 Market penetration in Spain 40
10.4 Penetration of Emerging Markets 41
10.4.1 Asia Pacific 41
10.5 Entering new Segments 43
10.6 Pushing profitable Product Lines 45
11 Bibliography 47
11.1 Books 47
11.2 Documents from Databases 48
11.3 Journals 50
11.4 Websites 51

II List of Figures
Figure 1: Confectionery industry segmentation 5
Figure 2: Market value of the confectionery market in the period 2004-2009 and the expected growth until 2013 6
Figure 3: Stage of industry life cycle mature markets (Western Europe, North
America) and immature markets (Middle East and Africa, Eastern Europe, India,
China, Russia) 10
Figure 4: Growth rate of the global confectionery sales by region in the period 11
2007/2008 and forecast for the period 2008-2013. 11
Figure 5: Global confectionery market share by value 12
Figure 6: Strategic groups of the confectionery industry 13
Figure 7: Sales in million CHF and change in % in the period 2005-2008 14
Figure 8: Resource Base of Lindt & Spruengli 15
Figure 9: Value Chain of Lindt &