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The Real Chocolate Company's Strategy - Case Study Example

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The paper “The Real Chocolate Company’s Strategy” suggests that the firm's service offering must be viewed from the customer viewpoint. The author sees the product uniqueness and company’s high reputation as factors which clients associate with the lack of risk from purchasing its product…
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The Real Chocolate Companys Strategy
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Download file to see previous pages Real Chocolate Company's strategy has been expansion through franchising. The parent company owns the distribution and supply chain. The company uses one of porters competitive strategy of product differentiation was emphasis is on quality. Because of the perceived differentiation and quality consumers are charged a premium price. The Real Chocolate Company also uses an umbrella branding strategy, and the problem today with the CEO  had to be whether they could maintain this level of growth in the years to come in the highly competitive, fragmented chocolate and confectionary industry.
Their philosophy centers on the use of finest, highest quality ingredients and no artificial preservatives with the goal “goal is to build the Company into the premier retail chocolatier in the United States”. Forman & Camponovo (2004:1) referred to the mission statement “as the most basic embodiment of business strategy….. for mission statement is often at the heart of strategy formulation for a successful organization. Raynor (1998) further outlined the role of vision and mission statement which include Mission and vision statements are pivotal in defining and communicating an organisation’s “enduring core purpose” (Raynor 1998:2).
Against this background, this paper analyses and discusses the real chocolate company using specific management models. The real Chocolate Company exhibits an entrepreneur form of a business which today has grown into a multinational company through franchising. Wit its emphasis on quality of hand made Gourmet Real Chocolate Company today has 235 workers, owned five branches and 316 franchised stores serving the United States and Canada. Real Chocolate Company today is noted for its perfection in hand made gourmet chocolate made from the finest quality ingredients with no artificial preservatives added. The market for gourmet chocolate is a growing market, with segment expected to reach $1.8billion by 2010. ...Download file to see next pagesRead More
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