Define the organization
•Clearly define the business of the organization, their vision and their distinctive competency. What do you believe their mission statement should be?
Godiva Chocolatier is the global leader in manufacturing refined, handmade, luxury chocolate. We will continue to provide an unparalleled sensory experience through the distinctive qualities of fine Belgian chocolate.
What is the current situation?
•Do a SWOT or a PEST analysis.
High quality product-viewed as a premium brand
Chocolate consumption high in Europe
Global presence and brand name-Europe, USA, and Japan
Strong manufacturing in Brussels-supplies exports to 20 countries Only brand with presence in duty free shops
Good growth potential in Spain and Portugal
Belgian market too saturated
Gap between “perceived image” & “desired image”
Boutiques in Belgium have become less attractive
Trailing Leonidas in market share
Redesign/update boutiques to create a uniform brand look
Promote a youthful brand image in Belgium
Recruit new franchisees
Expand further into the US and Japanese markets
Tailor marketing to specific countries with cultural differences in mind Create “collections”
Standardize on retail prices
Several competitors offering similar products
Diluted brand image
Market saturation in other European countries
•Provide an industry and competitive analysis if relevant.
What are your goals and objectives?
What are the alternatives for potential strategies?
•What are the possibilities for your organization given the current situation, its vision for the future, etc.?
How does this strategy look from a quantitative and qualitative perspective?
•Quantitative analysis – run the numbers for sales, income, etc.
Consumption in Belgium in 1980 = 6.04 kg/person; 1989 = 6.09 kg/person Market share of Godiva: