Introduction 1 Presentation of the company 1.1 History 1.2 Philosophy 1.3 Organization 1.4 The company’s activities 1.5 Activities concerned by the exportation 2 Macro economic analysis 2.1 LE PEST C analysis 3 Export strategy 3.1 The reasons of the company’s international opening 3.2 The current exporting strategy 4 Export abilities 4.1 The export diagnosis 4.1.1 The production tool 4.1.2 The finance 4.1.3 The products 4.2 Analysis of the German market 4.2.1 The Four C framework 4.2.2 Satisfyer 5 Dolfin’s SWOT analysis 5.1.1 Explanations of Swot 6 Recommendations 6.1 Competition on the German market 6.2 Distribution problems 7 Conclusion 8 Bibliography 1 2 2 2 2 3 3 5 5 7 7 8 10 10 10 10 10 11 11 13 14 14 17 17 18 19 20
In this report, we have chosen to analyze Dolfin, a Belgian company that has been producing fullflavoured chocolate bars since 1989. We will be analysing the exports of Dolfin, which nowadays is exporting to 22 countries around the world. The purpose of this report is to make an export audit in order to check if the company meets the necessary requirements. The main objective of this report is to build a SWOT analysis regarding the export of the company in order to propose development strategies linked to it. In order to do so, we have divided our work into 5 parts: first an analysis of the company, secondly we will focus on the international environment of Dolfin. After that we will move on to its export strategy before developing its export abilities. Finally, we will analyse Dolfin’s management of international operations in order to conclude with recommendations. The country we have chosen to explore is Germany, firstly because it is one of the biggest consumers of chocolate in the world1, and secondly because recently Dolfin has faced some issues in order to export to this country. Besides, Germany is Dolfin’s main exporting country.
PONTILLON, J.,( coordinateur),Cacao et chocolat : production, utilisation, caractéristiques, Paris , Editions TEC et DOC, 1998, p25.
1 Presentation of the company
Two Belgian brothers – Michael and Jean-Francois Poncelet – who decided to follow in their father’s footsteps, created Dolfin in 1989. Both of them grew up with a fascination for the process of making chocolate.2 “Always bearing in mind this craftsman's approach, forcing the tool to meet the demands of quality, rather than the other way around, the sales have been rising steadily, amounting to 220 tonnes in the year 2000. The top-of-the-range bars and Neapolitan chocolate squares are now on offer in prestigious emporiums such as Selfridges in London, La Grande Epicerie in Paris, the KDW in Berlin and the Sony Plaza in Tokyo”.3
For the master chocolate makers of Dolfin, chocolate is a passion. They dare to create the most unexpected combinations, to invent the subtlest harmonies, searching as a team for the finest ingredients selected from the best that nature offers. Their chocolate coverings are made of exclusive recipes, constant in quality and taste. Dolfin also offers a wide range of chocolate, from 32% cocoa in milk chocolate to 88% in the bitterest. Containing less sugar, less fat and more cocoa than traditional recipes, Dolfin’s products concentrate the nutritional and therapeutic qualities of chocolate. Simple and authentic, chocolate is stored naturally for a long time (one year without any preserving agent).
Dolfin is a Belgian private limited company with a turnover of 3.000.000 € and a net profit of 429.237 € in 20085.
WORLD WIDE CHOCOLATE, Dolfin chocolates and chocolate bars, URL address: http://www.worldwidechocolate.com/shop_dolfin.html (viewed 16th November 2009). 3 Dolfin – Dark chocolate, URL address: http://www.finedarkchocolate.com/Chocolate/Dolfin/index.asp (viewed 16th November 2009). 4 DOLFIN, Philosophie, URL address:...