Godiva Europe Case Study

BibliographyKernin, Roger A. and Peterson, Robert A. Strategic Marketing Problems: Cases and Comments. 11th Edition. GodivaGodiva is a drinking coffee berry keep company famous for its elegant hand-crafted drinking chocolates. It originated in Brussels, Belgium. In July 1991, the chairman of Godiva Europe, Charles van der Veken completely restructured the company. He fired the market module and changed the retail distribution network by removing Godiva?s delegation from numerous stores. These changes were done to the Godiva-Belgium network fashioning these franchises comparable to those in the United States and Japan. Godiva was purchased in 1974 by the international Campbell Soup Company. Godiva worldwide is made up of three finis centers: Godiva Europe, Godiva USA and Godiva Japan. The on-line(prenominal) concern of Godiva International is to convey a equivalent discover of Godiva chocolates across the world: the image of a highlife chocolate that is typicall y Belgian. Belgium is the birth swan of chocolates and where the consumption is strongest. In Spain and Portugal, chocolates ar a new concept. Godiva was first to introduce its chocolates a few days ago and consumers were very receptive. Godiva has opportunities to expand in these markets. With the rightfield marketing techniques Godiva has the ability to grow. Godiva also had opportunities to grow in Japan. one occupation is that 75 percent of chocolate purchases take place some Valentine?s Day.

Godiva must find ways to attract the Japanese market to chocolates on early(a) holidays and occasions, not ju st Valentine?s Day. Godiva hand-makes 30 per! cent of their chocolates and the other(a) 70 percent is machine made. Of the 70 percent machine-made, 60 percent are dump by hand. Since Godiva hand-makes some of its chocolates, it has an advantage over other chocolate companies. This is also a reason Godiva is more expensive than other chocolate companies. Consumers are drawn to these chocolates because they... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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