Chocoladefabriken Lindt & Sprüngli AG was established in 1845 by David Sprungli and his son Rudolf Sprungli. Company was started as an artisanal sugar bakery & transformed itself into in innovative chocolate maker in 1892. In 1994 the structure was redesigned & a kilchberg based holding company was formed. Chocoladefabriken Lindt & Sprüngli AG is one of the world's leading manufacturers of premium chocolate and chocolate-related products in confectionary industry, selling in more than 80 countries, with almost $1 billion in worldwide sales. The predominantly Swiss-owned Corporation manufactures various products of its renowned Lindt brand in Switzerland, Germany, France, Italy, and Austria, as well as in the United States. The international group includes major sales and distribution firms in England, Poland, Spain, Canada, and Australia, as well as sales offices in Buenos Aires, Hong Kong, and Dubai. Lindt & Sprüngli products are distributed by a network of distributors that spans the globe. Objective: I have chosen this firm because of my interest in Swiss chocolates and to know the factors responsible for making Switzerland as the world’s largest manufacturer of chocolates and the influence of geography in making this firm a renowned chocolate brand in the world. (Chocoladefabriken Lindt & Springli AG History)
COMPANY PRODUCTS: Chocolate bars, Chocolate bags, Gift boxes, Lindor, Excellence and Golden bunny.
ROLE OF GEOGRAPHY:
Swiss leads the world in chocolate consumption with, Switzerland being the top most chocolate loving country in the world with the per capita consumption of 25.6 lbs. /year (people), thus the chocolate consumption level of the people, provides ample scope for the growth and progress of firms like Lindt. Higher standard of living: people in Switzerland has high standard of living thus boosting the performance of premium chocolate firm like lindt. Chocolate associations: there are chocolate associations in Swiss that maintain the brand and quality of chocolates thus help the firm in increasing their market share. Geography: As Switzerland is surrounded by other high chocolate consumption countries like Germany, Austria, France, Liechtenstein and Italy, it widens the scope of the company to improve its international trade.
Culture: food is an important part of Swiss culture, Swiss culture remained unto itself and is mostly an agrarian society, with Dairy farming has always been important and is the basis for Swiss chocolate, also as chocolate manufacturing was initiated by Switzerland chocolate has been attached a cultural importance and Each season, festival, and region has their own specialty crafted, tis cultural importance of chocolate has created a permanent loyal market for the company. (chocolate by country) Infrastructure: Switzerland has great infrastructure facilities, thus eliminating the friction of distance problem and enabling the company to develop its market. Tourism: Switzerland is a great tourist destination, thus increasing the sales of the firm due to tourism particularly during spring season. PEST ANALYSIS:
Political: Switzerland has an advanced parliamentary democracy and politically highly stable. With centralized power and the President and authorities easily accessible and transparent and no political issues in chocolate industry .Switzerland is also a member of the European free trade association, WTO and many more and has excellent relations with the UK. Hence such conditions favor the firm to carry its operations successfully along with increasing international trade. Economic :Switzerland has high purchasing power, high standard of living , low inflation rate and competitive economy in the world, thus boosting the sale of premium Lindt chocolates, though the economic crises in Europe has affected the business of the company as compared to 2010, but still geographic expansion of company has helped it to even face...