Godiva Internationalization Strategy

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| GODIVA CHOCOLATIERExpansion on the Romanian market
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| Dide Raluca AlexandraTurliu MariusCazangiu AndreiAcademy of Economic StudiesInternational Economic RelationsYear 3, Series D, Group 956|

Final project- International Management

2013
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| GODIVA CHOCOLATIERExpansion on the Romanian market
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| Dide Raluca AlexandraTurliu MariusCazangiu AndreiAcademy of Economic StudiesInternational Economic RelationsYear 3, Series D, Group 956|

Final project- International Management

2013

Company Presentation

Brief History

Godiva Chocolatier was founded in 1926 in Brussels by the master chocolatier Joseph Draps. Ever since its inception the company established itself as the premier maker of fine Belgian chocolate of the highest quality. Starting with the first shop on a cobblestone street on Grand Place, Brussels’ central square, until present days, the high standards imposed by its founder remain the same: quality ingredients, elegant styling, innovative selection, and beautiful packaging. Thus, Godiva's resounding success made it possible for the company to start expanding internationally in 1958 in Europe, first Paris, then the United Kingdom, Germany, and Italy. Soon, expansion followed in North America in 1966, Asia in 1972, and Turkey in 2010. Presently owned by the Ülker Group the Godiva brand is available to consumers in over 80 countries over the world with more than 450 exclusive boutiques comprising the best selections of Godiva offerings. Additionally, the company issues seasonal mail-order catalogues in North America and accepts phone and internet orders. From New York to Paris, Tokyo to Dubai, Godiva's Belgian excellence and perfection was the recipe for success.

Expansion
After years of being exclusive to Belgium, Draps began the international Godiva expansion in 1958 with a boutique in Paris. Having met with major success in its endeavors in the following years more European countries were added to the company's portfolio. Having conquered North America and Asia as well, it is safe to assume that Godiva's expansion is not about to stop anytime soon and that more exclusive boutiques are expected to be opened across the globe.

Planning

Mission statement
Godiva's mission statement is to go global and promote a high-quality product and service. Godiva chocolate is made to bring sheer delight to their customers. The main purpose is to have a delighted customer. The brand tries to keep on expanding the brand, always with that perfect quality. The main objective of the company is to expand the brand even further through new boutiques across the world and to maintain its position as a leader in chocolate manufacturing. Godiva slogan:” Look, smell, listen, feel and taste, that's what Godiva chocolate is all about”.

Strategic scope
Keeping Godiva's mission statement and principles in mind, our strategic scope is to expand the company brand on the Romanian market.
Strategic planning
SWOT analysis
As a step towards identifying the different resources required and our competitive advantage, a SWOT analysis will be performed. This will enable us to gain a better picture of what internal and external factors will favor or impede us in reaching our objective.

By doing this we will also be able to establish realistic goals and attainable objectives.
Along this analysis, Godiva's strengths and weaknesses, opportunities...
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