Marketing - Montreaux Essay

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.

In Canada, premium chocolates were growing at 20 percent annually and the Canadian market size for Chocolates was US$ 167 million in 2006. An attractive growth from premium chocolates makes the current player like Rogers Chocolates, Purdys and others are thinking new strategies to expand market. In addition, some big traditional manufacturers like Hersheys and Cadbury are also very interested and keen to enter this segment (Zietsma 2007).

Strengths = Premium chocolate markets grows 20 percent annually, high quality hand wrapped packages, stores are located in tourist areas (cruise ship traffic), well established in history, high quality ingredients

Andrea Torres should concentrate on marketing issues that is positioning, size, and packaging. The quality of the product which indicated health benefits as a potential strong basis for positioning over state. Perception consumers should have of Montreaux chocolate USA versus its primary competitors. Credibility issues because of the brand name. Some consumers preferred the smaller squares for portion control while others preferred 3.5

The company has to consider developing its chocolate product lines to attract new customers while maintain the current customers. This is an important strategy to beating the high competition it faces (Thorntons PLC,

This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.

Whenever a company expands into a new facet of a business, experience can make a difference in their success. Being an importer and processor of cacao beans for many years, Chocoberry has that experience with companies that produce chocolate for consumer purchase. Moving into this space could be done with multiple products. The whole basis for this expansion comes from the idea of straight to consumer products and the trend of chocolate as a health food. Because of that, the idea generation should start there.

Being a part of the product development team for Chocoberry I know that we will have the responsibility to make sure that we draft up a business plan with the option of marketing chocolate products with basic health claims for the United States’ retail consumer market. The business model for Chocoberry has an open-minded place to design, develop and manufacture new products worldwide and with that they have to make sure that trough there.

Customers are another important group of stakeholders who must be satisfied in order for Rogers’ to achieve growth. Customers are increasingly paying attention to company’s sense of corporate social responsibility (CSR) (Carpenter, Saunders & Harling, 2012). They have also become interested in health effects and benefits of chocolate and are concerned about ethical production of chocolate in third world countries. Rogers’ supplier did not have the capabilities yet to develop organic or fair-trade ingredients, which are being demanded by customers. Therefore, Rogers’ would have to source organic versions for all ingredients, which would cost extra money, time and effort. An easier alternative may be to emphasis the natural ingredients already

The Functional Beverage Group, Inc will maintain an approximate 40% stake in Functional Foods & Beverages, Inc (FFBI). FFBI will have the primary responsibility of manufacturing and market products licensed from The Functional Beverage Group, Inc.

Dream Chocolate (D.C.) is a small company trying to survive in an industry with many competitors. The competitive environment comes from some factors. Firstly, D.C. bars are sold in specialty markets, fine gift stores and also available online. However, the competitive companies can also provide various chocolate bars for customers with the low price on the Internet. Secondly, comparing to the big chocolate company like Mars, D.C. is a small company that has the lower brand reputation. Therefore, there may be not many people would trust their products.

In this paper, I have researched to find out how this grant empire has become and remain so successful. I found out that one of the reasons is because it has been able to maintain the goals and standards that its owner, Mr. Sam Walton has built it upon. Even after his death, Wal-Mart continues to expand and grow in other countries. Wal-Mart is considered one of the top ten global companies today. Mr. Walton’s main goal was to sell products at a low price so that people could live a better life. Another reason is because Wal-Mart uses certain market mix strategies such as the four P”. These strategies, price, promotion, product and place.

As given in the research in the target group of 45-64 yrs., 38% of them prefer pieces of chocolates in USA. So knowing this figure the Montreaux should create pieces of chocolates as well other than the bars and candies. Also like about 57% are target market is female so different and fancy shapes like hearts and diamonds too would attract the customers.

Fiona Balloch requested the report to be generated to provide information on the structure of Joy of Chocolate and CG Chocolates. The purpose of the

Another idea of a product I have chosen to develop my product as opposed to other products because other markets are not as big as the chocolate industry for example chewing gum and doughnuts have smaller industries with fewer competitors and therefore they will have fewer potential customers compared to customers of chocolate products.