Montreaux Chocolate Case

1250 WordsOct 30, 20145 Pages
2. Evaluate the achievability of the company objectives for Montreaux USA. Identify the most salient (or important) aspects of the chocolate confectionary industry, globally and domestically, that are critical for understanding a new product introduction of this type. Provide support for your conclusions. The objectives that Montreaux USA wants to achieve in the coming 3 years are national distribution of the new Montreaux product line, $15 million in annual sales, and to be within the top 25 in revenue. Accounting for 52.6% of the market, chocolate is the most profitable segment of the confectionary industry. In 2011, Europe captured the largest regional share of the global confectionary market at 45.2%, with the Americas following at…show more content…
This is a way to attract those people who eat chocolates on the move and also creating an image and recall value in the minds of the consumers so that even if they don't buy at least the name, logo would remain in their minds. 5) Shape of the chocolate 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. 6) Home Deliveries As by research about 44.3% people like eating chocolates while watching TV, so as we know that number of digital shoppers in USA is 191.1 million so this selling these chocolates through the online would increase its market leaps and bounds and the results would be evident. Executive Summary By October 2012, it had been over 15 months since Apollo Foods, a global consumer packaged-goods firm, had obtained the rights to distribute the well-known European chocolate company, Montreaux, in the United States. Andrea Torres, the director of new product development at Montreaux Chocolate USA, is presented with the

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