Cowgirl Chocolate Case

Topics: Marketing, Chocolate truffle, Chocolate Pages: 2 (354 words) Published: January 11, 2012
MISSION STATEMENT: None; one of the ways they tried to raise funds for Marilyn and her husband “High Ground” magazine. PROBLEM DEFINITION: How to can Cowgirl Chocolates, an award winning products, re-define its products and market target to become a profitable business? PORTER’S FIVE FORCE

According to the name of the business cowgirl Chocolate, its packaging and pricing, we define market strategy in the chocolate industry. New Entrants (high because of low entry barriers)
• No special knowledge required (e.g. technology)
• Low start-up cost
• Ingredients readily available
Bargaining power of buyers (low):
• Product is differentiated; can’t get any spicy chocolate elsewhere Bargaining power of suppliers (high)
• only company offering spicy chocolate
Rivalry (low)
• Competitors as defined in the spicy chocolate industry is low because of the uniqueness of the cowgirl chocolates Substitutes: (highEST; fight that by capitalizing on the product differentiation after re-defining the product) • Other chocolates from competitors – different flavors

SWOT Analysis
• Product differentiation: innovative exceptional combination of cayenne and chocolate; meet needs of a specific niche market of spice and chocolate fans. • Quality: usage of premium (best & freshest) ingredients • Flexible return policy: customers who dislike the spicy chocolate truffles have a full refund guarantee; it facilitates trial purchase for inquisitive consumers. • Personalization: Personal notes in orders from the Web site to build customer satisfaction. Weaknesses:

• High production cost: high cost of packaging, ingredients, travel expenses, etc… • No tailored mission statement for cowgirl chocolate business • Unfocused: No market research, no product definition, and dispersed target market due to uncertainty of consumer base; poor distribution Opportunities:

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