CaseStudy3 - Case Study Divine Chocolate Ltd Team 1 Ainamkoz Bakytkaliyeva Galina Kurasheva Katharina Fischer Perrine Bettinelli 13.11.2016 Case Study 3

CaseStudy3 - Case Study Divine Chocolate Ltd Team 1...

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Case Study Divine Chocolate Ltd. Team 1: Ainamkoz Bakytkaliyeva, Galina Kurasheva, Katharina Fischer, Perrine Bettinelli 13.11.2016
Case Study 3 Team 1 IMM-16 I. Introduction Founded in 1998, the Divine Chocolate is a unique Fair-trade chocolate company which is 44% owned by cocoa farmers. The company is driven by the social mission: « To grow a successful global farmer-owned chocolate company using the amazing power of chocolate to delight and engage, and bring people together to create dignified trading relations, thereby empowering producers and consumers» (). Fairtrade ensures farmers receive a better deal for cocoa and additional income to invest in their communities. The social enterprise has grown steadily into international business with turnover £12.6m a year. Divine Chocolate has a strong presence in the UK and the USA markets. The company’s products also can be purchased across Scandinavia, in Netherlands, Czech Republic, and as far afield as South Korea, Hong Kong, Japan and Australia().To maintain business growth Divine Chocolate should consider opportunity to develop further into new international markets. In order to do that, evaluation of potential markets have to be completed. The Divine Chocolate’s strength and weaknesses, products, modes of operation, objectives have to be matched with opportunities and threats presented by perspective countries and market potential. In this case study due to limitations in terms of the time and resources, only France will be analysed as a potential market to enter. According to Statista, France is in the list of the world’s biggest chocolate consumers. (See Figure 1)
1. Stakeholder analysis 2. Strategic Analysis 3.Targets Definition 4. Marketing Strategies 5. Marketing Program 6. Implementa -tion 7. Controlling Case Study 3 Team 1 IMM-16 In many countries which displayed on Figure 1. The World’s Biggest Chocolate Consumers Source: Statista Figure 1 Divine Chocolate already has a presence. Markets where people really do love chocolate are the most attractive to chocolate makers, but these markets are the most mature as well. Divine Chocolate has already proved while entering one of the most mature markets (UK) that it is possible to reach a success. The enterprise has a mission and story to tell. The following part of the study presents analysis necessary for strategic planning process. II. Strategic Marketing Planning Process In this case study our task was it to advise as a team of consultants how the Divine Chocolate Ltd. can develop in new international markets. Therefore, we should use the strategic marketing planning process, which theoretically consists of the following seven steps: Due to the shortage of time the focus of our presentation will only be on the second step that is the strategic analysis. It consisting of the PEST, Porter’s five and VRIO analysis, as well as an analysis of the marketing mix of the company. Furthermore, all of our findings will be summarised in form of a SWOT analysis. In the end, our team of consultants will give recommendations to the company on how to proceed in order to become even more successful.

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