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From the very beginning, a combination of the quality ingredients that Thorntons had used and the manufacturing expertise it had developed for its core products were the key reasons for its success. Indeed, upon originally launching itself in the United Kingdom’s confection industry, Thorntons succeeded in positioning itself as a chocolate specialist and offered a wide range of products (positioned as “top of the line” in the competitive boxed-chocolate market and therefore appealing to a certain market segment). Additionally, one of the company’s competitive advantages came from the freshness and consistency of its hand-made products; these two characteristics were essential to Thorntons’ initial success in positioning itself as a purveyor of specialty chocolate which was of exceptional quality...
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