Godiva Case Study

Essay text:

Define the organization • Clearly define the business of the organization, their vision and their distinctive competency. What do you believe their mission statement should be? Godiva Chocolatier is the global leader in manufacturing refined, handmade, luxury chocolate. We will continue to provide an unparalleled sensory experience through the distinctive qualities of fine Belgian chocolate. What is the current situation? • Do a SWOT or a PEST analysis. Strengths High quality product-viewed as a premium brand Chocolate consumption high in Europe Global presence and brand name-Europe, USA, and Japan Strong manufacturing in Brussels-supplies exports to 20 countries Only brand with presence in duty free shops Good growth potential in Spain and Portugal Weaknesses High price Belgian market too saturated Gap between “perceived image” & “desired image” Boutiques in Belgium have become less attractive Trailing Leonidas in market share Opportunities Redesign/update boutiques to create a uniform brand look Promote a youthful brand image in Belgium Recruit new franchisees Expand further into the US and Japanese markets Tailor marketing to specific countries with cultural differences in mind Create “collections” Standardize on retail prices Threats Several competitors offering similar products Diluted brand image Market saturation in other European countries • Provide an industry and competitive analysis if relevant...