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  • Marketing PPT Case 5 Charles Chocolate

    Încărcat de

    Ayu Yulianti Sajili
    405 vizualizări11 pagini
    The document analyzes the situation of Charles Chocolates, a traditional chocolate company. It identifies strengths like high quality products and history, but also weaknesses such as outdated packaging and inefficient processes. Competitors like Godiva and Lindt are analyzed. Three options are presented: improve operations, market to younger customers, or expand. The recommendation is to improve operations while also marketing to younger demographics. An implementation plan outlines specific actions around streamlining products, hiring analysts, training, changing packaging, and promoting online sales.

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    Marketing Case

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    The document analyzes the situation of Charles Chocolates, a traditional chocolate company. It identifies strengths like high quality products and history, but also weaknesses such as outdated packaging and inefficient processes. Competitors like Godiva and Lindt are analyzed. Three options are presented: improve operations, market to younger customers, or expand. The recommendation is to improve operations while also marketing to younger demographics. An implementation plan outlines specific actions around streamlining products, hiring analysts, training, changing packaging, and promoting online sales.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    405 vizualizări11 pagini

    Marketing PPT Case 5 Charles Chocolate

    Încărcat de

    Ayu Yulianti Sajili
    The document analyzes the situation of Charles Chocolates, a traditional chocolate company. It identifies strengths like high quality products and history, but also weaknesses such as outdated packaging and inefficient processes. Competitors like Godiva and Lindt are analyzed. Three options are presented: improve operations, market to younger customers, or expand. The recommendation is to improve operations while also marketing to younger demographics. An implementation plan outlines specific actions around streamlining products, hiring analysts, training, changing packaging, and promoting online sales.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 11

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    Char

    Problem Statement
    Traditional Company
    Packaging
    Manufacturing
    Accounting
    Selling Strategy
    Wholesale
    Marketing

    Situation Analysis
    Ownership and Management
    Board of Director
    President
    Senior Management Team
    Current Strategy
    Sell High Quality Products
    Old Fashioned Accounting
    Batch Manufacturing
    Maintain Traditional Values
    Maintain Brand Itegrity
    Employees Resistant to Change
    Sell 30 % Wholesale
    Create Loyal Customers
    Mission of the Company
    Commitment to Quality
    Strong Family Values
    Increase Company Size
    Maintain Brand Integrity

    S.W.O.T
    Strengths
    Long Business History
    High Quality Product
    Good Customer Service
    Weakness
    Heritage Image (Inc. Packaging)
    Poor demand forecasting
    Inneficient Product Planning
    No measures of Productivity
    Opportunities
    Online Business
    Organic Product Market
    Threats
    Limited Targets
    Increase Competitors

    Competitors
    Godiva
    Quality: Not as high as Charles
    Price: 15% higher on average if high end products, 200~300% of Charles
    Lindt
    Quality: Mid-Quality chocolate bars and truffles
    Price: About 90% of Charles
    Delice
    Quality: High, Good at frequent flavor introduction
    Price: Similar to Godiva
    Cardon
    Quality: Moderate Product
    Price: 35% lower than Charles offers 20-25% discounts for high volume orders
    Belgian (Premium Chocolate)
    Price Premium over Quality level Because of Distribution and Store Concept

    Option (1) Improve Internal Design


    Lower Variety of Products (Limit Batch Manufacturing)
    Keep Better Track of Manufacturing
    Introduce Electronic Accounting

    Option (2) Market to a Younger Demographic


    Change Packaging
    Premium Online Sales

    Option (3) Expand to New Areas


    Increase Brand Name Recognition
    Franchise Chocolate Stores
    Open a New Factory

    Decision Criteria
    Profit
    Maintaining the Brand
    Maintaining Employee Relations

    Recommendation
    Combination Option 1 & Option 2

    Implementation Plan

    Lower Variety
    Hire Inventory Analyst
    Provide Digital Financing Course
    Change Packaging
    Promote Online Sales

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