European Economics Bus2 Beverley Burgess Report Regarding the Potiential of Lily O’Brien’s Chocolates to Expand its Operations into EU Markets Introduction Mary Ann O’Brien started making chocolates in her kitchen in 1992 with two pans and a wooden spoon. The only helper she had was her l baby girl, Lily, who became later on with the success of her chocolates the company's name and chief taster. In Co Kildare, they have developed a mouth-watering repertoire of delicious chocolates using the finest ingredients. These chocolates have been created from the passion and pleasure of the makers of these delicious chocolates. Task 1 Analyse the Potential held by EU markets for Lily O’Brien Chocolates. Since starting the company in …show more content…
There would be some options that would need to be considered when developing its operations into the market opportunities identified. The consideration of acquiring smaller companies with a view to expand its manufacturing operations, should be considered as presently manufacturing is solely in Kildare. Overseas facilities located in mainland Europe should be considered as, if European production could be done in mainland Europe, produce could be shipped to connecting countries via train, lorry. It would cut overseas shipping costs and may pay for its self over time. The recruitment of an overseas operations manager should be considered. Mary Ann O’Brien is the overall manager of the company and has plenty of work to look after with operations here in Ireland. With the recruitment of an overseas operations manager, the successful candidate could look after the researching of foreign markets the potential risks and gain local knowledge, disposable income of the European countries of choice. The recruitment of a new sales and marketing manager would be advisable with knowledge and experience in EU markets too. Testing and Market Research should be carried out such being the product at hand is Luxury Chocolates. Taste testing should be conducted to see how popular the chocolate tastes in the selected target countries. There should be an increased marketing
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
The marketing strategy of Haigh’s chocolate has been identified through detailed analysis of the external and the internal environment of the present market conditions and development of the Haigh’s. There has been complete detailed SWOT analysis of the company on the basis of research conducted from several secondary sources. It has been conducted in order to determine the important strategies and the key strengths of the company. Talking about the chocolate sector which has been further segmented into several categories in which Haigh holds the important position and have captures the major chunk of the market. Such markets range from chocolate blocks, bars and other diet varieties like gluten and eggless products. The demand in the chocolate market is also divided on the basis of the geographic location markets like that in Sydney, Melbourne and Adelaide chocolate markets. Other factors affecting demand in the market includes demographic, behavioural and psychographic segmentation.
Haigh’s Chocolate provides quality products and service throughout Australia and make sure to produce only the best raw materials from
Clare’s Chocolate Cafes has always used good quality cocoa to make their chocolate products. This is, in itself, an amazing marketing product because customers know that while they may be paying a little bit more, the product is worth it. As well, the organization makes a wise customer draw when each hot beverage is served with a high quality chocolate product. The early practice of making chocolate products by hand and providing individual or pre-packaged products, of all sizes, for the customer to select, was
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.
The premium chocolate industry is having an intensive competition in Canada with the strong growth potential. Industry growth opportunity imposes increasing competition from rivals and threats of new entrance that adds pressure on overall profitability. Even though Roger’s has been able to establish its place in the chocolate industry with its strong brand recognition and products’ quality, it still needs to be on top of ever- going market changes, by continuously
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
Charles Chocolate is one of the most prominent chocolate brand in New England, having various chocolate product line with highest quality and customer loyalty. Charles has only one production facility in Portland with high employee satisfaction and retention rate. Although it has strong financial position as off today, Charles has been dealing with various problems regarding production, supply chain management and product design. The current president, Steve Parkland has the job to double or triple the size of the company, and for doing that he will also have to review sales and marketing, IT and human resources strategy to continue the healthy financial position of Charles and accelerate the sluggish growth rate in future. After the case study, we are expecting Jim to make recommendations about resolving the ongoing operational limitations, revitalizing marketing and sales, and probable expansion possibilities. Jim will also make decisions about finding the right successor for Charles and solving some HR issues.
As of October 2012, Andrea Torres, director of new product development at Montreaux Chocolate USA, needs to recommend whether or not the company should pursue a new product launch in the United States. The new product, a 70% cocoa dark chocolate with fruit product, has been tested because of “its heightened revenue potential, better alignment with health and wellness initiatives, and strong consumer acceptance of the proposition” (Quelch 7). This memo will address the
The company sells economical gourmet goods imported from different European countries, such as chocolate from Germany. This has helped create economies of scale (thanks to a “pan European bulk purchasing policy ” - having a positive impact not only on
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