Charles Chocolate case

Topics: Sales, Retailing, Marketing Pages: 2 (439 words) Published: March 4, 2014
traelene beals “9am Friday” First, a formal case analysis - This should be written in a business style format using short paragraphs and sentences, self-explanatory headings, and any figures/tables that would facilitate reading. Reports are to be no longer than 2000 words (excluding appendices

Issues to be addressed –
No measures of productivity or efficiaency in the plant- no way of telling if the plant was doing a good job. Difficult demand forcasting due to seasonality of sales.
2 new stores had ok type sales.
Best clients of Wholesale sales changed focus on cheaper items and also own products. Sales agents could be fired with 90 days notice.
Other parts of US haven’t heard of us.
Of the 221 wholesale customers purchase just $1000 worth of products.Other 125 purchase between 1000 and 2000 per year. Sales agents, don’t know how to represent the all products. Speculating future orders from wholesale clients to customize boxes and logos-waste of capital. 60% of the total online/phone orders were from existing customers. Online sales haven’t grown – orders processed within 3-4 days. Why ship internationaly(only 5%)—Antartica?? Really??

Summer problem at Sandwich heaven – why did staff leave? How to get new staff in this tight labour market. Marketing service – old fashioned??— Undefined Target market? Packaging ?(tourists publicatins, seasonal print media and radio spots) How to increase awareness without diluting the brand.

Leverage on solid search engine raankings to promote online sales?? Basic website, reminder service to customers-good/bad?
Sales agents dint provide links to top accounts.
Companies revenues had grown because of Sandwich heaven(franchising)?? High reliability on tourism.
Corporate gift marketing – 25% discount – market was good – Explore boston ? ice cream sales???Increase retail penetration? Acquire a niche chocolate company?
What about the tradiotnal brand name?
Internal capacity?
Relocate factory?

Background
Charles...
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