Unit 4 Mission, Vision & Market research.docx - Vision...

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Vision Statement: To provide world class chocolates with a world class experience.Mission: To create the highest quality chocolates in the most ethical and environmentally efficient ways,with the finest Cocoa beans, ingredients, and passionate people.Market ResearchMarket size projections:Global:Between 2019 and 2020 the global chocolate confectionary market jumped by 30 billion dollars and isprojected to grow another 15 billion between 2020 and 2025 (Staista, 2021).North America:As of 2016 the U.S. market accounted for 8 billion dollars and is projected to reach 10.4 billion by 2027(Wunsch, 2021) (A).Sales:North America:In 2020 the U.S recorded sales of chocolate under 3.5oz of approximately 5.3 billion dollars with anadditional 1.2 billion in snack size chocolates (Wunsch, 2021) (B).Global:Fior Markets projects the global chocolate market will increase from 138.5 billion USD in 2020 to 200.4billion USD between 2021 and 2028 with a Compound Annual Growth Rate (CAGR) of 4.8% during thatperiod (Fior Market, 2021).Competition:Toblerone – Uses a unique shape and various tastes and flavors. They focus on an explorer stylebrand personality that provides customers with a variety leaving them free to make their own choices.Their target market consists of mothers of families and portrays a unique gift for friends and family(Perch, 2021).Lindt – Uses its tasteful packaging, colors, and tastes to warm the hearts of lovers and conquer agirls’ heart. They use a celebrity endorsement with Roger Federer with the intent to target youngprestigious girls that value quality. The brand personality for this luxury chocolate is from a lover’sperspective, inviting a childish like joy experienced on special occasions. Lindt’s target customer is

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Term
Fall
Professor
ERNESTNORRIS,JR
Tags
Marketing, Lindt

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