Optimizing the E-Commerce Sales Strategy of Confectionery in a Manufacturing Company

The confectionery market is influenced by the accelerating dynamics of the external environment and changes in consumer patterns. By understanding what consumers want and what trends will determine the further development of the confectionery market, enterprises will be able to ensure their sustainability in the long term and bypass less flexible competitors. The aim of this work is to optimize the strategy of sales of confectionery products in the e-commerce market. In the first part of the qualification work, an analysis of the confectionery market, the e-commerce market and existing distribution channels is carried out. The second part describes the activities of the enterprise, examines the current business model, and analyzes the strengths and weaknesses of the organization. The third part analyzes the competitive forces, formulates the company's goals and strategy, analyzes the company's sales process, and develops proposals and a plan for optimizing the sales strategy.