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CASE STUDY 11Case Study 1: Rogers’ ChocolatesGroup 3Smith, DavidRivera-Costa, CarlosLiberty University June 7, 2015Executive Summary
CASE STUDY 12Roger’s Chocolates is a manufacturer of premium chocolates located in Victoria, British Columbia (current location) and has been privately held as a family owned-operated business. Rogers’ Chocolate concentrations on providing premium chocolate market and differentiates from other brands by offering quality chocolate products for a reasonable price, creating value for the stakeholders. The company is one of Canada’s oldest and recognizable chocolate producers. Larry Sullivan is the chief executive officer (CEO) since 2013 and he shares the ownership of the privately held company with five members on the board of trustees. Rogers’ Chocolates brand awareness is low outside of Canada compared to more popularbrands like Godiva and Lindt. The premium chocolates industry is highly competitive, but small throughout the world. The company’s strongest competitors are Godiva, Lindt, Bernard Callbeut, and Purdy. The threat of new entrants for companies striving to enter the market is lowdue to the large capital investment and large manufacturing facility required. Rogers’ Chocolatesbuyers and suppliers have high bargaining power over the company. The appendices provides an in-depth analysis Rogers’ Chocolates performance. The premium chocolate market has grown consistently at 20 percent which suggests the rivalry among competitors are low. Rogers’ Chocolates is not growing when the market is constant and they need to generate more revenue for the stakeholders. This paper will suggest a strategy concentrated on expanding the brand, establishing a global presence, and gain a competitive advantage over the rest of the industry. TABLE OF CONTENTS
CASE STUDY 13Case Study 1Rogers’ ChocolateOrganizational SettingRogers’ Chocolates was founded by Charles “Candy” Rogers in 1885 and based in Victoria, British Columbia (Rogers’ Chocolates history). The firm is one of Canada’s oldest chocolate companies. After the death of Mr. Rogers, his ran the company until she sold it in the 1920s. The company has been sold three times since then. The company has grown sales over the last couple of decades by more than 900 percent. Rogers’ Chocolates is privately owned by four gentlemen and a Vancouver based investment firm. This group also serves as the board of directors. Today, the business consist of a 20,000 square-foot factory, nine retail stores, a mail order and online method that is capable of shipping products to over 50 countries, and several hundred wholesale outlets (Rogers’ Chocolates history).Rogers’ Chocolates competes in the confections industry in Canada. They are known for their high quality chocolates. Their products have no additives and they purchase only high quality ingredients. The brand is highly respected in Victoria and have loyal customers. This attention to detail is the reason they have increased sales to over 900 percent in the last ten years.