Godiva Europe Case Study

BibliographyKernin, Roger A. and Peterson, Robert A. Strategic Marketing Problems: Cases and Comments. 11th Edition. GodivaGodiva is a drinking coffee berry keep company famous for its elegant hand-crafted drinking chocolates. It originated in Brussels, Belgium. In July 1991, the chairman of Godiva Europe, Charles van der Veken completely restructured the company. He blast 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 do these franchises comparable to those in the United States and Japan. Godiva was purchased in 1974 by the transnational Campbell Soup Company. Godiva worldwide is made up of three closing centers: Godiva Europe, Godiva USA and Godiva Japan. The on-line(prenominal) concern of Godiva International is to convey a convertible discover of Godiva chocolates across the world: the image of a luxury chocolate that is typically Belgia n. Belgium is the birth maculation of chocolates and where the consumption is strongest. In Spain and Portugal, chocolates are a new concept. Godiva was first to introduce its chocolates a few days ago and consumers were very receptive. Godiva has opportunities to expand in these markets. With the powerful marketing techniques Godiva has the ability to grow. Godiva also had opportunities to grow in Japan. ace occupation is that 75 percent of chocolate purchases take place some Valentine?s Day. Godiva must find ways to imbibe the Japanese market to chocolates on early(a) holidays and occasions, not just Valentine?s Day. Godiva hand-makes 30 percent of their chocolates and the different 70 percent is railroad car made. Of the 70 percent machine-made, 60 percent are prettify 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. Con sumers are drawn to these chocolates because! they... If you want to get a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper