Charlie chocolates.docx - Charlie's chocolates Who Steve Parkland is the new president of Charles Chocolates What devise strategy that fits culture and

Charlie chocolates.docx - Charlie's chocolates Who Steve...

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Charlie's chocolates: Who: Steve Parkland is the new president of Charles Chocolates What: devise strategy that fits culture and gain boards support When: March 2012 Where: Portland Maine Why: double or triple the size in 10 years Market: us market for chocolates us$ 19.3 bill in 2011 (growing 6% annually) -premium market 2.7 bill (growing 10% annually) -imports of cocca grew 156 % -herseheys and cadburys moved into acquisitions -1/4 of annual sales occur in 8 weeks prior to Christmas -20% of heavy users = more than 1/2 pre Christmas sales (high incomes, families, high quality chocolate) -demand for organic and dark -child labor -enviromental concerns with packaging Competitors: -godicas quality < charles -godicas has 15% higher price b/c good packaging, display and advretising -godicas sold for 200-300% more then charles -lindt sold for 90% of charles -delice and cardons are regional -delice in rhode island, northeaster states, cali (32 tourist stores)
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  • Summer '08
  • BANKS
  • Management, High quality chocolate, pre Christmas sales, -other mall stores, b/c good packaging

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