Case Study 3 Team 1IMM-16 I.IntroductionFounded in 1998, the Divine Chocolate is a unique Fair-trade chocolate company which is44% owned by cocoa farmers. The company is driven by the social mission:«To grow asuccessful global farmer-owned chocolate company using the amazing power of chocolate todelight and engage, and bring people together to create dignified trading relations, therebyempowering producers and consumers» (). Fairtrade ensures farmers receive a better deal forcocoa 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. Thecompany’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 growthDivine 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’sstrength and weaknesses, products, modes of operation, objectives have to be matched withopportunities 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 beanalysed as a potential market to enter. According to Statista, France is in the list of the world’sbiggest chocolate consumers. (See Figure 1)
1. Stakeholder analysis2. Strategic Analysis3.Targets Definition4. Marketing Strategies5. Marketing Program6. Implementa-tion7. ControllingCase Study 3 Team 1IMM-16 In many countries which displayed on Figure 1. The World’s Biggest Chocolate ConsumersSource: StatistaFigure 1 Divine Chocolate already has a presence. Markets where people really do lovechocolate are the most attractive to chocolate makers, but these markets are the most mature aswell. 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 planningprocess.II.Strategic Marketing Planning ProcessIn 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 marketingplanning 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 isthe strategic analysis. It consisting of the PEST, Porter’s five and VRIO analysis, as well as ananalysis of the marketing mix of the company. Furthermore, all of our findings will besummarised in form of a SWOT analysis. In the end, our team of consultants will giverecommendations to the company on how to proceed in order to become even more successful.