Rmcf Srategic Audit

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Strategic Audit of Rocky Mountain Chocolate Factory

Table of Contents

Current Situation……………………………………………………………………………………….4 Current Performance………………………………………………………………………4 Strategic Posture………………………………………………………………………...4,5

Corporate Governance…………………………………………………………………………..….5 Board of Directors………………………………………………………………….….5,6,7 Top Management………………………………….……………………………………7,8,9

External Environment: Opportunities and Threats (SWOT)…………………..……9 Natural Environment………………………….……………………………………………9 Societal Environment………….…………………………………………………….…9,10 Task Environment…………………………………………………………………..….10,11 Summary of External Factors……………..…..………………….……………….….11

Exhibit 1- EFAS…………………………………………………………………………………………..22

Internal Environment: Strengths & Weaknesses (SWOT)…………………..…....11 Corporate Structure…………………………………………………………………..11,12 Corporate Culture…………………………………………………………………………..12 Corporate Resources………………………………………………………………………12 Marketing……………………………………………………………………………..12 Finance…………………………………………………………………………….12,13 Research & Development………………………………………………..13,14 Operations & Logistics………………………………………………..…………14 Human Resources Management (HRM)……………………………..…14 Information Technology (IT)…………………………………………..…14,15

Summary of Internal Factors…………………………………………………………...15

Exhibit 2- IFAS…………………………………………………………………………………………..22

Analysis of Strategic Factors (SWOT)………………………………………….……………..15 Situational Analysis………………………………………………………………..15,16,17 Review of Mission and Objectives……………………………………………………17

Exhibit 3 – SFAS Matrix………………………………………………………………………………23

Strategic Alternatives and Recommended Strategy…………………………...........18
Strategic Alternatives…………………………………………………………………..18,19 Recommended Strategy/Implementation…………………………………….19,20

Implementation…………………………………………………………………………………………..20

Evaluation and Control………………………………………………………………….………..20,21
Conclusion……………………………………………………………………………………………………21

Works Cited……………………………………………………………………………………...............24

I. Current Situation

A. Current Performance

Successful from the start
* Currently there are five company-owned and 329 franchised RMCF stores operating in 38 states * Continuous revenue increases from year to year (around $16,678,472 in 2008) * During this time of economic decline that had arose, the sales began to slow up but Rocky Mountain Chocolate Factory seems to be in great shape under all financial aspects to survive the recession.

B. Strategic Posture
Here is the original mission, objectives, and strategies of the company. RMCF is always looking to become more and more successful from what they already have and hope to continue doing well now and in the future.

1. Mission: The Company does its finest to stay fine-tuned and focus on franchising and manufacturing. * They guarantee good quality, taste, value, and variety of all their products * Their number one focus and factor is the quality of the product 2. Objectives: RMCF is always wanting to be known and therefore their customers and employees are huge for the company. They are always doing their best to stay in the seat they are in now by staying successful, continuing to gain customers, popularity, and even profits as a whole. * Continue to keep a good relationship with all employees and with the franchises as well * They are always sure to handle and manage their money in all the proper ways even during the time of the 2008 economic slump * Always had an eye open to slow factors down during this rough time (expansion and eliminate debt) 3. Strategies

* Rocky Mountain Chocolate Factory is repurchasing stock here because they felt as if it was undervalued * Different kinds of candy, such as sugar free treats for individuals who choose to be more healthy or who cannot have...
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