...Is Jorge Redmond's dream of making Venezuelan coca beans and chocolate world famous realistic and achievable? How? Jorge’s dream can definitely be a reality with the use of the proper tools that will differentiate him from his competitors. Jorge needs to position Chocolates El Rey in the proper market by conducting research and analyzing who his exact target market is. He needs to display the key attributes about his chocolates in order to build brand awareness and gain new customers. The chocolate industry is a huge industry which entails a large market to which Venezuela could penetrate. Venezuela has some of the best cocoa in the world, and this is exactly what consumers’ need think of when they hear the name “Chocolates El Rey”. Ultimately Jorge needs to market not just the chocolate and cocoa, but the origin in which it came from and in this case Venezuela. When people think of chocolate the first thing that comes to mind is Swiss Chocolate, due to its high quality and global brand awareness. Jorge needs to look at the key steps and utilize the tools necessary for his growth in the international market. In order for Jorge to fulfill his dream he needs to understand the value that not only the Venezuelan cocoa beans have for his chocolate, but the value that the chocolate has to the consumers. By understanding why the consumers buy the chocolates and why they continue to buy will only help further him in the future. Understanding your consumer is key to the success of any...
Words: 1748 - Pages: 7
...REGINA GARCÍA CUÉLLAR Chocolates El Rey The divine drink which builds up resistance and fights fatigue: a cup of this precious drink permits a man to walk for a whole day without food. — Hernán Cortés, 15191 In late November 2006, Jorge Redmond, CEO of Chocolates El Rey, called a meeting with senior management to discuss the company’s growth strategy. A relatively small firm with sales of around $14 million,2 El Rey produced top-quality chocolate made with single-origin Venezuelan cocoa beans.3 The firm sold its chocolates in four different sectors—food services, industry, retail, and beverages4—and exported 17% of its production, mostly to the United States, Europe, and Japan. El Rey needed to grow, but Redmond wondered how to achieve growth and how to market the El Rey brand to its different target segments and international markets. With only 0.5% of cocoa’s world production, was it worth the effort to try to establish a country-of-origin image for Venezuelan chocolate? If so, how should El Rey go about it? And was this wise for a small company with scarce resources for marketing? El Rey In 1929, José Rafael Zozaya and his father-in–law, Carmelo Tuozzo, introduced chocolate bars under the El Rey brand, founding Venezuela’s second-oldest chocolate company. The company, called Tuozzo Zozaya and Co., was funded with a 15,000-Bolívares (Bs) loan from Pius Schlageter. Tuozzo Zozaya produced mainly chocolate bars for hot cocoa (chocolate de taza) for customers...
Words: 10482 - Pages: 42
...producto Es el conjunto de satisfactores que le ofrecemos al consumidor. La esencia de los satisfactores. Es de los primeros componentes que deberíamos de evaluar. lo que podemos cambiar es: - Atributos: que es lo mas importante para ellos. - Calidad percibida: puede ser muy diferente en los diferentes países, los empaques, colores etc. - Requerimientos mandatorios: ejemplo: la comida no puede tener tanto porcentaje de sodio y se tiene que cambiar a fuerza. - Adaptación a condiciones climatológicas y de infraestructura.: La diferencia cultural es un barrera para ti, puede que no se adapten a tu producto y afecte el proceso de decisión de compra. Lectura: globalazing the vale proposition: en China oreo tuvo que cambiar su formula. Debido a que era muy dulce, ya tenían como 8 años en el mercado pero no despega sin embargo la categoría de galletas estaba creciendo y no entendían porque. Posicionamiento - Percepcion deseado en la marca en la mente de los consumidores - Como estoy siendo percibido ya que implementaste tu estrategia. - Puede ser consistente (que tengamos el mismo en el local que en los internacionales) o tener cambios en la estrategia de internacionalización. (ej. Zara, es diferente posicionado aquí y en España.) - país de origen es un fuerte influenciador del posicionamiento real. (el de afuera) Elementos de la marca Video de CORONA. How to build a bran like Corona quieres saber que es “the real thing” de el lugar...
Words: 330 - Pages: 2
...2015 Arjun K (PGP15069) Arun Shashi (PGP1570) Aditya Narvekar (PGP15093) Saravana Raja Kumar T (PGP15107) Sumit Chaurasia (PGP15115) Arjun K (PGP15069) Arun Shashi (PGP1570) Aditya Narvekar (PGP15093) Saravana Raja Kumar T (PGP15107) Sumit Chaurasia (PGP15115) Contents Introduction: 1 About Cocoa and the Cocoa Products industry: 1 Cocoa Prices Jump 30 Percent in 18 Months 1 Forecast of Chocolates: 2 Demand for Cocoa in the world: 2 Pricing in chocolates 5 Demand and Supply function 6 SUPPLY 10 Introduction: When I was a kid, I enjoyed the dairy milk chocolate for 5 rs. It was perfect and heart-warming. Now after 15 years dairy milk offers a product which is almost half in quantity of the product back then. This generated a curiosity in us and we started to find answers based on the microeconomic perspective. We zeroed on this and found that the most crucial factor in the production of chocolate is cocoa. In this report we have analysed the demand and supply of cocoa and how it affects the price of chocolate. Our research findings and data are collected from various national and international reports. About Cocoa and the Cocoa Products industry: Cocoa is a critical cash crop that is produced in a few specific regions of the world. Specific climatic conditions are necessary for the crop to grow. Travelling along a global supply chain, cocoa beans go through a complex production process that consists of the farmers, buyers, shipping...
Words: 2481 - Pages: 10
...Worldwide Consumption The Top Chocolate Loving Nations are (lbs/yr): 1. Switzerland 22.36 2. Austria 20.13 3. Ireland 19.47 4. Germany 18.04 5. Norway 17.93 Chocolate Consumption Distribution Worldwide Not all countries are able to enjoy the sweet taste of chocolate equally. There is a profound dichotomy between those nations that extract the raw materials and those who indulge in the finished product. As it is shown in the maps available, all but one of the top twenty countries that consume chocolate are considered 'well-developed' or 'advanced'. Brazil is the only country involved on the list that actually considers chocolate to be a natural resource. The reality exists that the processing and consumption of chocolate products is Western World dominated. 70% of the worldwide profit from chocolate sales is concentrated in these countries. 80% of the world chocolate market is accounted for by just six transnational companies, including Nestle, Mars and Cadbury. Europeans alone consume around 40% of the world's cocoa per year, 85% of which is imported from West Africa. There have recently been efforts to initiate a fair-trade movement, which would encourage the purchase of cocoa from developing country producers at a fair price. However, tariff escalation continues to me a major problem, which acts to drive chocolate comsumers and cocoa exporters further apart. Quick Chocolate Facts -16 of the top 20 consuming countries are European -in 2001...
Words: 4038 - Pages: 17
............................. 8 Section B – minor case study Cocoa Sublime An introduction to Cocoa Sublime Cocoa Sublime is a family-owned manufacturer and retailer of high quality, handmade chocolates based in Australia. Established by George Swift in 1902, the company’s head office and manufacturing facilities are located in Tasmania. In 2015 Cocoa Sublime recorded sales revenue of AUD 45 million, making it one of the largest family-owned chocolate-makers in Australia. The company’s chocolates are sold mainly through Cocoa Sublime boutique stores that provide old-fashioned, personal service. Its reputation is built on a perception of high quality chocolate, excellent customer service and predominantly Australian sourced ingredients. The Australian chocolate-making industry The Australian chocolate-making industry is the largest category in the Australian confectionery market, comprising over 59.5 per cent of this market (IbisWorld 2015). The confectionery market is expected to have total sales revenue of AUD 6.2 billion in 2015-16 reflecting moderate growth of 1.3 per cent on the previous year. The chocolate-making industry is mature and is characterised by a small number of wellestablished brands. In recent years, growth has been in Fairtrade and organic chocolate. A major challenge being faced by the industry is the increasing health consciousness of the Australian public. Material inputs like cocoa, sugar and milk represent about 38 per cent of...
Words: 8618 - Pages: 35
...Ghirardelhi Chocolates Ms Sudha Chandran Vijay Kumar Ashutosh Ms Anuradha For: Dr. S Vasudevan Executive Summary Ghirardelhi Chocolate Factory is a confectionery manufacturer franchisor with 30 stores in 4 states viz Mumbai Tamil Nadu, Bangalore and Chennai. It is in the business of premium chocolates and other confectionery products. The business believes that it should seek opportunities to continue to their growth by providing good quality, variety, comfortable store ambience and atmosphere. Market penetration will create strong name recognition, which is essential for the company’s expansion plan. The management of Ghirardelhi Factory is the responsibility of the franchisee that commits to continue the growth of the business. This is part of an expansion strategy as the company always plans to open company-owned and franchised stores. The franchised stores enable the company to open more stores quickly with no capital investment. Our consumers are mainly corporate employees and impulse buyers, Our business is proposing Metro Mall in Chennai as the next site location. This location has all the essentials needed for Ghirardelhi Factory to continue its tradition of selling chocolates to its target market,. Ghirardelhi Factory will continue to provide quality confectioneries to corporate.. The in-store demonstrations of chocolate are sure to satisfy the sweet tooth of our client base. Ghirardelhi...
Words: 7062 - Pages: 29
...ECONOMICAS CATEDRA: GERENCIA DE ALIMENTOS Y BEBIDAS TEMA: ANTE PROYECTO DE UN ESTABLECIMIENTO GASTRONOMICO CATEDRATICO: LIC. JORGE CIPACTI ALVARADO INTEGRANTES: JESSICA ALICIA LÓPEZ RAMÍREZ LR100306 Joselyn Esmeralda Mendoza Silva MS100906 JENNY YAMILETH GOMEZ PAZ GP100806 GLORIA GUADALUPE HERNANDEZ DIAZ HD100106 BRENDA YESENIA AGUILAR QUINTANILLA AQ SAN SALVADOR, 15 DE NOVIEMBRE DE 2010 2. IDENTIFICACIÓN DEL PROYECTO I. IDENTIFICACION DEL SECTOR Y DE LA EMPRESA. * Nombre de la Empresa: FLANGEL, S.A. DE C.V. * Nombre Legal: FLANGEL, S.A. DE C.V. * Nombre Comercial: FLANJELLY. * Descripción y antecedentes de la empresa: Flangel S.A. de C.V. es una empresa que surge en el área de Alimentos y Bebidas, con especial énfasis en la elaboración de productos en base a una mezcla de gelatina y flan. Trabajaremos para complacer los gustos del cliente; es decir que a pesar de que nuestros productos puntas de lanza serán cuatro, ellos podrán sugerir nuevas combinaciones para ampliar nuestra oferta y satisfacer sus expectativas. Contar con productos innovadores hace de Flangel, S.A. de C.V. una empresa distinta, ya que es la única que se encargara de elaborar postres fríos y calientes en base a las mezclas anteriormente mencionadas. Nuestra atención estará enfocada inicialmente en la producción y venta de dos postres calientes y dos fríos, aunque esta directriz inicial es flexible porque nuestra empresa responderá según...
Words: 10437 - Pages: 42
...while a common language and similar laws ease the path of entry to some extent. The recession caused Tesco to slow its original plan to have 200 stores by the end of its current fiscal year. But the chain continues to open at least one new store per week, including a recent entry into Northern California in Fresno, and is undertaking significant marketing to reach US consumers. » Jump to indexing (document details) Full Text (1391 words) | Copyright Lebhar-Friedman, Inc. Mar 2010 [Headnote] | U.K. retailers look to America for growth | | It's the ultimate - and a literally delicious - irony. "We were born on the Fourth of July, a real irony for a British company," said Nicky Doggart, U.S. CEO of Hotel Chocolat, a luxury chocolate boutique that launched its U.S. Web site on July 4, 2007, and late last year opened its first brick-andmortar store, on Newbury Street in Boston. Forget John, Paul, George and Ringo or The Rolling Stones; now it's retailers that constitute the new British Invasion. "It is a window the size of which we haven't seen before," said Mark Burlton, partner, Cross Border Retail of global real estate services firm Cushman & Wakefield, London. The firm is working with...
Words: 1716 - Pages: 7
...Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success Rosalind D. Perry Strayer University – White Marsh Campus Anyone who loves to taste the sweet blends of chocolates find it hard to just find the perfect chocolate. It is almost difficult to decide when there are several distributors trying to lure customers to their stores and taste what they have to offer. From the true lover to the part-time lover everyone is looking for the best chocolate and at the best prices. Yes, we would like to get the best chocolates for Valentine’s Day, Anniversary, or birthday; however, Ethel would want to take into consideration a few factors when operating her business. For Ethel, she had to take into consideration that during the period of 2002 to 2004 chocolates sales soared by twenty percent. Even though the figures were from a period well noted for sales, Ethel would still have to take into consideration – Who would be her competition? The competition factor comes from the likes for Godiva and Starbucks and Ethel knows in order to be successful she will have to do her research well. Ethel’s first choice was her decision as to where the store would be located; so she chose, Chicago. Chicago is known for the purest of chocolate loves because they hold The Chicago Chocolate Tours which attracts any chocolate lover. These tours are going on all year long and there are plenty of things...
Words: 935 - Pages: 4
...HERSEY’S SWEET MISSION The mission statement of the Hershey Company brings to mind its signature chocolate bars and kisses: “Bringing sweet moments of Hershey happiness to the world everyday.” Living out that mission, however, comes down to more than candy. The company defines its mission in terms of its relationships with all stakeholders—consumers, employees, business partners (such as suppliers and distributors), shareholders, and the communities in which it operates. With regard to employees, the mission involves “winning with an aligned and empowered organization . . . while having fun.” “Aligned” employees should share values, be clear about how their work contributes to the organization’s mission, collaborate effectively, and be selected, equipped, and rewarded for meeting company objectives. These requirements, of course, call upon the skills of human resource management. With regard to values, Hershey has identified four and communicates them on its Web site: We are Open to Possibilities by embracing diversity, seeking new approaches and striving for continuous improvement. We are Growing Together by sharing knowledge and unwrapping human potential in an environment of mutual respect. We are Making a Difference by leading with integrity and determination to have a positive impact on everything we do. We are One Hershey, winning together while accepting individual responsibility for our results. All of these values play into the way Hershey addresses human...
Words: 490 - Pages: 2
... Cadbury India Limited is the biggest chocolate importer and manufacturer in India since 1948 (Cadbury, 2007), launching series of chocolates for the various segments and strata of people in India’s large and diverse population. Exploiting the monopoly of Cadbury’s market can be highly beneficial and profitable by launching our product, Cadbury Choco Slim, a diet chocolate which will specifically serve the needs and wants of the higher income group who are more health conscious and can afford to pay for a product that serves their purpose. Throughout this project we will cover particular segments and the marketing mix strategically implemented for this selected segmented in order to achieve maximum profit and customer satisfaction. Personal interviews of various customers and their families have seemed successful for the acceptability of Choco Slim. The use of internet has been very helpful in obtaining various data which were further implemented in our project to describe our suggested product in much more detail. The use of graphs and charts has been made for a more vivid visual experience of the results that were fetched via our research. CHOCOLATE Let’s get familiar with our taste buds. What is chocolate? Where does it come from? What is it made of? These questions are some of the basic ones that we usually forget to ask ourselves as we are mesmerized with chocolates and its sweet, soothing and insatiable taste. Chocolate is a delicacy, a desert, a sweetener or...
Words: 3025 - Pages: 13
...confectionery company owned by Mondelēz International Inc. and is the industry's second-largest globally after Mars, Incorporated.[3] With its headquarters in Uxbridge, London, England, the company operates in more than 50 countries worldwide. The company was known as Cadbury Schweppes plc from 1969–2008 until its demerger, in which its global confectionery business was separated from its US beverage unit (now called "Dr Pepper Snapple Group").[4] It was also a constant constituent of the FTSE 100 from the index's 1984 inception until its 2010 Kraft Foods takeover.[5][6] History 1824–1900: Early history In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he produced himself, at Bull Street in Birmingham, England. He later moved into the production of a variety of cocoa and drinking chocolates, made in a factory in Bridge Street and sold mainly to the wealthy because of the high cost of production. John Cadbury became a partner with his brother Benjamin and the company...
Words: 11438 - Pages: 46
...Assignment 1 Hershey’s Sweet Mission Jay Jenks Professor Jesse Garcia Human Resource Management HRM 500 25 October 2012 Strayer University Washington DC Recommend the redesign of Hershey’s performance management system to appeal to the diverse groups that it employs. First of all, any performance management system redesign must recognize that all employees are motivated differently by different things, but many can be affected by certain concepts. So it is imperative to know what motivates the majority of your employees. The redesign of Hershey’s performance management system to appeal to the diverse groups that it employs will need to involve management as well as the employees to make the effort successful. I feel that Hershey currently has a very good diversity program. Hershey has redesigned its performance management system appealing to the younger generations who show an eagerness for challenge, and results. Therefore I would employ a system that is in line with Hershey’s core values, and we can start by educating the workforce through training and the utilization of seminars, team huddles, and mentoring sessions and also, by soliciting feedback from the workforce in order to give employees a feeling of inclusion (Hershey Company 2012). The employees should be clear about the organization’s mission and be rewarded for doing what their job description entails. Also, human resource management will train other employees on the proper etiquette of...
Words: 1208 - Pages: 5
...Chocolate are one of candy or dessert for most of the people. There are many reasons why people eat chocolate, the most common reason are because they simply enjoy the taste of chocolate. But there are more reason after some research, eating chocolate can make an individual feel happy. According to a Ph.D. holder Mark, chocolate ‘stimulates endorphin production, which gives a feeling of pleasure (Mark 2009). Nowadays, people live under stress in the urban city, stress from work place or school; eating chocolate might be one of the methods to reduce stress. James had mentions ‘chocolate is known to be a mild mood elevator, stimulating brainwaves and pushing your stress levels down’ (James 2006). This probably are the reasons people eat chocolate when they are unhappy. Certain kind of chocolate are benefit to our health, like dark chocolate. A small bar of dark chocolate helps high blood pressure patient to reduce their blood pressure (Mark 2009). In mostly, consumers consume product according to their image, styles or self- concept. According to Pettigrew, ‘consumers attempt to enhance their self-concepts by using product’ (Pettigrew 2002). Cadbury have advertise a ‘Chocolate is Cadbury’ campaign on its product, Cadbury Dairy Milk (Cadbury 2007) that have great emphasis on taste. They had create a Cadbury’s chocolate is the chocolate king image and the concept of Cadbury’s chocolate have the original chocolate taste. Consumer may just consumer Cadbury’s chocolate because...
Words: 681 - Pages: 3
