Case Study Of Africhocy

Chocolate was previously considered a “delectable symbol of luxury, wealth, and power” (Klein) in the 1500s. Using modern technology, it is now easily produced. While

The premium chocolate industry is a large market in the United States and continues to grow around 10% annually. It is also populated with very strong

Next I will need to conduct a total cost analysis to see how much it would be to purchase cocoa. The monthly cost of cocoa beans fluctuates monthly. In January, 2010 cocoa beans were being sold at their highest- $3,525.12. Currently, cocoa beans are sold for $2,730.20. It may be wise to purchase a larger amount of cocoa beans when the cost of them declines, to save

One of the most popular food in the world. Chocolate! This delicious food is made from cocoa beans which are grown in pods on tree trunks.The production of cocoa beans have expanded over the years, from South America to the Europeans to the U.S. They originally were grown only in South America until Columbus brought them back from his last voyage. Since then cocoa has only grown in popularity. (Background Essay) The production of chocolate is poor for the Ivory Coast. First, the Ivory Coast isn’t earning enough money from the total income from exporting the cocoa beans for chocolate bars. Second, the agriculture on the Ivory Coast is terrible. Lastly, the cocoa production is affecting the existence of animals on the Ivory Coast.

Hershey’s and Cadburys are moving towards the premium chocolate market through the acquisition or upmarket launches (Zietsma, 2007). The profit potential present in this sector supported by its 20% annual growth rate make it very attractive for large organizations to come forward and avail this opportunity. There is a low threat of new entrants prevailing in this chocolate industry because of the high capital requirements and expected retaliation by current manufacturers. Current players in the industry also possess some barriers to entry for new entrants by maintaining economies of scales with their large production capacity and keeping their product differentiation with their specialized and novelty chocolate products. Even though there are low switching costs and easy access to distribution channels, but still the brand loyalty of the customers including the Rogers’ Chocolate itself make it harder for new firms to come into the competition.

While Europe and the United States account for most chocolate consumption, the confection is growing in popularity in Asia and market forecasts are optimistic about the prospects in China and India (Nieburg, 2013, para 9). According to the CNN Freedom Project, the chocolate industry rakes in $83 billion a year, surpassing the Gross Domestic Product of over a hundred nations (“Who consumes the most chocolate,” 2012, para 3).

It focuses on the craft of premium chocolate making from cocoa beans sourced from manors around the globe. Cooking procedures are innovative. Production line groups use fastidious artisan abilities to make chocolates that

3. To become established as the national retailer of choice for chocolate connoisseurs within the next 3 years.

Moreover, consumers and employees are also demanding chocolate companies to follow good corporate social responsibility practices in addressing the environmental concerns in terms of how to design its packaging, procurement and operational decisions. Human rights concerns are also high in terms of consumer expectations of chocolate companies with respect of forced child labour in West Africa. All of these driving forces - societal concerns, attitudes and change in lifestyles, are strong enough to shape up the competition and impose the constraint on chocolate industry profitability and competitive survival.

Hershey has bought and produced tons of chocolate for over 50 years that has had the blood, sweat and tears of the not only the children on the Ivory Coast, but the adults as well. The way that Hershey has been able to sell to their consumers with very low prices on all their products is because they buy from the cocoa farms that have child slaves. Many of which were taken from their homes, sold or needed to provide for their families. They would come work for cocoa farmers and get paid little to nothing. Children who work on the Ivory Coast usually are between ages 12 and 16,

The premium chocolate market has been growing at 20% annually, showing that buyers are willing to pay more for a better tasting and better quality chocolate. The declining growth of the overall chocolate market and rapid growth of the premium chocolate market is positive for current producers of premium chocolates in that the decline

This is because of the economy of sale and product differentiation that is considered as the entry barriers of the industry. It is not easy for a new entrant to enter the industry because it should need to produce a large quantity at the same low price to compete with a cost disadvantage. It is so risky if they will push themselves to enter in the industry without the assurance that they will gain a high profit. Another reason of having the cacao industry a low threat of new entrants are the competitors in the industry such as Heshey Foods Corporation, Farley Candy Company, World's Finest Chocolate, Inc., Merckens Chocolate Company, and Ghirardelli Chocolate Company which have established brand names and customer loyalty. Another is the government agency, Foods and Drug Administration (FDA) that sets the guidelines and regulations. The distribution channels can also be an entry barrier for a new entrant for a company must acquire it which is time and money intensive. There is really a low threats of new entrants in the cacao industry because of the existence of the big companies, the need of large capitals, the regulations that are placed for food manufacturers and the lack of access to distribution

Together with the usage of green sources to power the factory, these factors raise up the prices of a chocolate bar to the average of $5. It enhances the brand’s value and good image in people’s observation. Even though their prices are more expensive than other competitors’ prices, Theo still has a loyal following of organic chocolate customers. However, it does a very little traditional advertising. Therefore, in order to maintain the loyal customers and attract new consumers, Theo Chocolate is partnering with local and non-profit organizations that promote their company. Joseph Whinney understands that “Having the ingredients and the quality of the product is the most important thing. And then Fair Trade is the secondary message” (Lindell, par. 19), people concern about the taste, the quality, and the organic food. Besides that, Joe believes that people also care about how a company treats its employees and decide whether they wan to to do business with that company or not. Therefore, combining the two strategies is a good way for Theo to promote itself and build brand value inside customers’ minds.

The social demand for chocolate varies for several reasons. One of which is a change in the level of the population. The population of the UK is aging, people are living longer and there are a lower percentage of children. This would indicate that although the population is increasing because of people living longer there are fewer children, which is the main consumer for the chocolate industry resulting in less demand for the product.

After a thorough analysis of Apollo Foods business situation, a decision plan regarding the launch of a new chocolate product for its new branch acquisition Montreaux Chocolate USA has become clear. This decision plan is based on the following key challenges and marketing issues that need to be addressed. These challenges and marketing issues can be best summed up by a decision on what brand the product will be home to, whom the product will be marketed to, the ingredients and formulation of the product, the packaging of the product, can the product perform well enough in a sales forecast plan to exceed a $30 million dollar hurdle rate, and finally to launch or to test market the product. After reviewing Apollo Food’s data, their market research findings, and sales forecasts. A decision plan that addresses all of the key issues and marketing points has been created and will be