Planificacion Estrategica

It focuses on the craft of premium chocolate making from cocoa beans sourced from manors around the globe. Cooking procedures are innovative. Production line groups use fastidious artisan abilities to make chocolates that

Because of the amount of substitutes on the market, the premium chocolate industry is also has a high level of competition engrained in it. Rival companies with similar products consistently offer an alternative for customers.

While Europe and the United States account for most chocolate consumption, the confection is growing in popularity in Asia and market forecasts are optimistic about the prospects in China and India (Nieburg, 2013, para 9). According to the CNN Freedom Project, the chocolate industry rakes in $83 billion a year, surpassing the Gross Domestic Product of over a hundred nations (“Who consumes the most chocolate,” 2012, para 3).

The premium chocolate industry is a large market in the United States and continues to grow around 10% annually. It is also populated with very strong

The premium chocolate market has been growing at 20% annually, showing that buyers are willing to pay more for a better tasting and better quality chocolate. The declining growth of the overall chocolate market and rapid growth of the premium chocolate market is positive for current producers of premium chocolates in that the decline

In 1900, “Hershey” Company started making milk chocolate bars, wafers, and other shapes. He was able to lower the unit cost and produce milk chocolate bars in mass production. Chocolate was only affordable by the wealthy; However Milton Hershey made it affordable to all. One of “Hershey 's” earlier slogans was "a palatable confection and a most nourishing food.

Clare’s Chocolate Cafes has always used good quality cocoa to make their chocolate products. This is, in itself, an amazing marketing product because customers know that while they may be paying a little bit more, the product is worth it. As well, the organization makes a wise customer draw when each hot beverage is served with a high quality chocolate product. The early practice of making chocolate products by hand and providing individual or pre-packaged products, of all sizes, for the customer to select, was

The following statistics stated in the case indicate that “23% of respondents would definitely buy the Montreaux dark chocolate with fruit product and 40% would probably buy the product.” These average ratings strongly suggest that this product should be introduced into the market very gradually. This strategy would enable the company to evaluate consumer buying patterns so that the company could determine future production levels and future marketing strategies that benefit both the company and the consumer. Financial information given in the case also indicates that the company needs to introduce this product very conservatively. Exhibit 1 informs that with 5.98 million total purchases, low awareness, low ACV and mediocre product, Montreaux would gross $17.44 million. Exhibit 2 shows that with medium awareness, medium ACV and an average product Montreaux would gross $25.1 million. These figures do not meet Montreaux’s objective of earning at least $30 million in its first year. Exhibit 3 shows a slightly improved situation: with high awareness, high ACV, and an excellent product, Montreaux would gross

Chocolate was previously considered a “delectable symbol of luxury, wealth, and power” (Klein) in the 1500s. Using modern technology, it is now easily produced. While

At Scharffen Berger Chocolate Maker, Jim Harris was the COO (chief operation officer) and was with the company for about 18 months and was observing the increased demand for their chocolate. “America’s finest dark chocolate” company wanted to increase production by equipping factories with new machineries and equipment but did not want any difference in the taste of the chocolates they produced. As the company totally agrees on not compromising the taste of chocolates and increase the production in order to meet the rising demand for their chocolates they should probably get into customizing chocolates blend for the mass-market retailer in order to grab huge market share, increase accessibility of the chocolate to customers and provide variety of choice to the customers by maintaining the taste they are known for. As the demand is increasing from 50%, 100%, to 150% by the start of 2006, Harris has to make a significant decision in order to invest Scharffen’s capital budget in expansion of the Company. Harris is recommended to acquire the required machinery in order to fasten the production and increase the capacity of the plant and should be careful about the quantity to be produced as the acquiring of machinery will increase productivity multiple times but the initial demand for

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”.

Así pues, queda claro que la publicidad necesita de la estrategia para conseguir sus objetivos.

2) Desde la perspectiva de Bob O´Connors, ¿qué aspectos críticos te preocupan con respecto a la inversión de Walnut en tu empresa, cómo resolverías dichos aspectos?

Consintió igualmente la creación de subequipos dentro del propio equipo; Fester y Link por un lado, haciendo con ello que los demás miembros del equipo se sintieran apartados e inferiores a ellos. A ello contribuyó incluso el propio Knowlton, al convocar una reunión únicamente con Link y Fester para examinar las nuevas teorías que este había desarrollado, en lugar de evaluarlas delante de todo el equipo como se había hecho hasta entonces.

El cuestionamiento referente al ejercicio de la Responsabilidad Social, se aborda en éste texto desde el entendimiento de un aspecto circunstancial involucrado globalmente en el entorno empresarial, el comportamiento de los individuos. La manera en la que una persona actúa es, a menudo, el reflejo mismo del nivel de formación de dicho sujeto y el resultado de todas sus acciones, ejecutadas a título personal o dentro de una organización, tienen incidencia directa, buena o mala, sobre la sociedad. Sin embargo, incurrir en un análisis sobre el comportamiento