Godiva Europe Case Study

BibliographyKernin, Roger A. and Peterson, Robert A. Strategic Marketing Problems: Cases and Comments. 11th Edition. GodivaGodiva is a drinking chocolate keep company famous for its elegant hand-crafted chocolates. It originated in Brussels, Belgium. In July 1991, the chairman of Godiva Europe, Charles van der Veken completely restructured the company. He shoot the market module and changed the retail distribution network by removing Godiva?s delegation from numerous stores. These changes were done to the Godiva-Belgium network devising these franchises comparable to those in the United States and Japan. Godiva was purchased in 1974 by the international Campbell Soup Company. Godiva worldwide is made up of three finale centers: Godiva Europe, Godiva USA and Godiva Japan. The on-line(prenominal) concern of Godiva International is to convey a connatural discover of Godiva chocolates across the world: the image of a luxuriousness chocolate that is typically Belgia n. Belgium is the birth repoint of chocolates and where the consumption is strongest. In Spain and Portugal, chocolates ar a new concept. Godiva was first to introduce its chocolates a a few(prenominal) days ago and consumers were very receptive. Godiva has opportunities to expand in these markets. With the counterbalance marketing techniques Godiva has the ability to grow. Godiva also had opportunities to grow in Japan. unitary occupation is that 75 percent of chocolate purchases take place some Valentine?s Day.

Godiva must find ways to root for the Japanese market to chocolates on early(a) holidays an d occasions, not just Valentine?s Day. Godiv! a hand-makes 30 percent of their chocolates and the new(prenominal) 70 percent is elevator car made. Of the 70 percent machine-made, 60 percent are arrange by hand. Since Godiva hand-makes some of its chocolates, it has an advantage over other chocolate companies. This is also a reason Godiva is more expensive than other chocolate companies. Consumers are drawn to these chocolates because they... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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