The Day Chocolate Case
Date: 2nd of March 2011
Table of contents
Table of contents
1.2. Main characteristics of The Day Chocolate Company
1.3. Porters Diamond
1.4. Comparative industry structure analysis: Porter’s five forces
2. Applying available theories, concepts and statistics to answer the requested questions
2.1. Question 1: Describe the consumer segment Day Chocolate is aiming at
2.2. Question 2: Asses what makes The Day Chocolate such a strong brand (e.g., competitive advantage, strengths, weaknesses and customer equity). In this, also describe the marketing mix for Day Chocolate.
2.2.1. SWOT analysis: strengths and weaknesses
2.2.2. Brand strength analysis
2.2.3. Customer equity
2.3. Question 3: Describe the general market trends in the chocolate market. Come up with opportunities and threats.
2.3.1. Trends in the chocolate market
2.3.2. Trends in the fair-trade chocolate market
2.4. Question 4: Considering the strengths, weaknesses, opportunities and threats, what should Day Chocolate do? Should they pursue the same market segments, with the same products?
2.5. Question 5: The Day Chocolate company wants to internationalize to other parts of the world. Where should they go?
2.5.1. Motives, Triggers and Barriers to internationalization
2.5.2. Strategic approach to internationalization
2.5.3. The country choice
220.127.116.11. First screening: determining what product to offer to the world market
18.104.22.168. Second screening: Macroeconomic and financial conditions
22.214.171.124. Third screening: Political and Legal forces
126.96.36.199. Forth screening: socio-cultural forces
188.8.131.52. Fifth screening: Competitive enviroment
184.108.40.206. Final selection
3. Statistical Annex
Figure 1: Five forces analysis
Figure 2: The chocolate confectionary markets today
Figure: 3: Geographic distribution of chocolate in 2020 – Share of total
Figure 4: Comparison of New York’s cocoa prices and the Fairtrade price, 1994-2009
Figure 5: A guidebook to internationalization
Figure 6: Income level Vs. Expected growth
Table 1: SWOT analysis
Table 2: Motives for starting export
Table 3: Triggers of export initiation
Table 4: Barriers to export initiation
Table 5: Internationalization models
Table 6: Fair trade products - Retail sales volume and variation
Table 7: expected GDP growth for 2011
Table 8: Global Competitiveness Index 2010/11 – First Pillar: Institutions
Table 9: Global Competitiveness Index 2010/11 – First Pillar results. First 30 nations.
Map 1: Prevailing world religions
Map 2: English speaking countries
4. Literature Cited
The objective of this paper is to give the reader an insight in The Day Chocolate Company, based on existing marketing theory. This paper is starts with a first part dedicated to the general impression of the firm and the environment in which it is operating, by means of Porter’s Diamond. The paper continues with a subsequent analysis of the main determinants of this company’s competitiveness. This is achieved by using Porter’s five forces model.
On a second segment, the document covers the answers to the proposed question. There, the market segment the company aims at will be discussed. Afterwards, a SWOT analysis takes place in order to determine The Day Chocolate’s strong brand determinants (e.g., what is their competitive advantage, their strengths and weaknesses, customer equity etc.). At this point, the marketing mix for the firm will also be described. Later, market trends will be looked upon. Finally,...
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