This report intends to the marketing analysis of Yankee Candle Inc., a US based company with the focus on their marketing mix as well as their relevant marketing strategies. The importance of this business can be gauged from the fact that candle manufacturing and in particular the scented candle manufacturing industry has become an essential product for the consumers. The industry is moderately concentrated; more than half of the revenue of the industry is generated by The Yankee Candle Company. With the rise in the disposable incomes, the revenue has been given a boost as the purchase of the discretionary products ...
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