Contents Introduction Thorntons is a British chocolate company established by Joseph William Thorntons in 1911. Thorntons today has a £ 180 m turnover, nearly owning 400 shops, and an additional 200 franchises. The firm employs 4000 persons. Firstly the PESTEL analysis is applied to examine the macro-environment, and the Porter’s five forces to analyse the industry environment. Secondly, several analytical tools, showing Thorntons’ strength and weakness are used in order to make a SWOT analysis. In addition, several strategies are suggested in order to enhance Thorntons’ development. The next diagram explains the link between the several parts of the analysis. The strategic position of Thorntons PESTLE analysis There are many factors in the macro-environment that will affect the decisions of the managers of any organisation. To help analyse these factors we can categorize them using the PESTEL model. By using the PESTEL framework we can analyse the many different factors in a firm's macro environment. This classification distinguishes between Political, Economic, Socio-cultural, technological, Environmental and Legal. Major factors are related below. Political At the national level, there is no major political problem for Thorntons because England is its home market and the confectionery is not an industry which causes problems. The politics about the health can also be mentioned. Indeed, for several years, politics in favour of fruits are developed; those can affect the confectionery market. Indeed, now, some people rather buy fruit for snacks than confectionery. For Thorntons, the industry development is easier in the European Union than in other countries because of a high level of economic integration and of the proximity. The US market is less opened to the foreign firms. Indeed they have a strong protectionist politic. A lot of the UK firms reach the US market by the intermediate of Canada. It’s easier