Roger’s Chocolates SWOT

II. SWOT Analysis
•
Employee Interest and Devotion to Company
◦
Some of Rogers Chocolate Employees were third generation employees and were proud and passionate about Rogers heritage and commitment to quality. They believed in the Brand and its image.
•
Leadership with Experience
◦
Parkhill who had previously worked as the VP for Maple Leaf
Foods was in charge of six plants and 2,300 employees. Has a
Ivy League MBA and has extensive work in Sales, Marketing and
Operations.
•
Progressive Management Team
◦
Management consists of members who will work extra hours and are very efficient in their respective fields. Phoenix has had a tenure since 1994 and is very dedicated to Rogers by working extra hours and helping out at stores that are short of staff.
Wong works with manufacturing and Food Science and had worked in the industry before Rogers. Bjornson worked with
Pacific Coach Lines as the CFO and worked their finances especially in the areas of reorganization, acquisitions and dispositions. 3. Consumer Loyalty
•
Customers are loyal to Rogers because they have an emotional connection that relates them to Rogers. This revolves around the

II. SWOT Analysis experience that Rogers tries to promote, especially in their gift line.
4. Social Awareness
•
Part of the workforce at Rogers is comprised of disabled individuals who help out in production.
5. Revenues and Margins
•
Margins are maintained at 50% on average which outperforms lower quality chocolate segments. Their revenues have increased due to new products and acquisitions although overall sales percentage had decreased. ii. Weaknesses
1. Production
▪ Equipment and Processes: Old Technology. Machines are not optimal or efficient. They bare more costs on operating the old equipment.
Their handmade