Godiva Case Study

Viewpoint

-We should consider this problem from the view point of the President and CFO of Godiva Chocolatier Worldwide, Jim Goldman.

Problem Statement

-How to increase and maintain Godiva’s market share in chocolate industry.

Key Objectives

-To come up with an alternative product to the high end premium chocolate boxes that Godiva offers
-To increase global brand awareness by creating an advertising plan targeting bigger consumer brackets
-To have a new pricing policy that would attract new consumers

Areas for Considerations (SWOT Analysis)

|Strengths |Weaknesses |
|-Godiva’s excellent brand awareness |-Seasonality of sales |
|-High quality and luxurious brand image |-Expensive pricing |
|-Excellent packaging |-Limited retail distribution |
|-High sales in duty-free market |-Limited advertising targets |
| | |
|Opportunities |Threats |
|-Establish an affordable luxury product capitalizing on strong brand|-Luxury chocolate industry is saturated with other brands |
|image |-Competitors offer premium chocolates in more locations |
|-Exploit supermarket and grocery going market |-Changing consumer mindset on buying luxury items in declining |
|-Package