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New Mission StatementRogers’ Chocolates new mission statement is based on the proposed strategy presented in this paper. Rogers Chocolates provides (1) consumers around the world with (2) premium, quality, competitively priced chocolates (3) at retail locations, grocery stores, upscale restaurants,and anywhere in the world through orders from Rogers’ Chocolates website. (4) By implementing world class distribution and marketing strategies that will allow Rogers to be the confectionary industry’s leader, (5) increasing revenue, creating future growth opportunities, and providing successful outcomes for the stakeholders by satisfying customers’ demands around the world. (6) In order to provide the customer with a quality product, (7) be socially responsible by purchasing and mixing the best ingredients in our products while offering world class customer
CASE STUDY 16services in all aspects of the organization. (8) Rogers’ is committed to promoting a continuous improvement culture that will reduce the waste throughout the organization. (9) Finally, the company will challenge employees to be innovative in suggesting new products, processes, and possible growth opportunities. Existing Business ModelRogers’ Chocolates is well recognized in Canada and British Colombia. The Rogers’ brand is recognized by its high quality, hand wrapped specialized products offered in a various forms. The company’s value proposition is the premium chocolates they sell to customers via retail stores, mail order or by ordering online. Rogers’ brings value to customers by using healthier ingredients in their premium chocolates and adhering to their needs for healthier products while allowing them to shop from anywhere in the world. The company is dedicated to offering the customers exceptional customer service along with premium chocolates. The premium chocolates Rogers’ supply to consumers can be enjoyed by any gender, race, or demographic. Rogers’ Chocolates relies on the quality of their products and the reputation of thebrand is the key to current and future success. The company can use their brand recognition and reputation to expand in new areas of Victoria and British Colombia.Rogers’ Chocolates key resources include physical and intellectual property. The company has a 24,000 square foot manufacturing facility where they produce all of the products. Rogers’ have the ability to mass-produce certain items, making it convenient to keep retail stores stocked with products. The company own the equipment in the manufacturing facility. Althoughit is old, it could be used for an additional production line for specialty products once Rogers’ decide to replace it. This would allow the company to expand the operations to other territories and continue to keep up with the demand. Rogers’ Chocolates also own retail stores throughout
CASE STUDY 17Victoria and British Colombia. These retail stores allows Rogers’ customers to easily access their products by visiting or ordering it through mail or electronically.