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Hotel Chocolat - Essay Example

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It can be said, that this company is among those very few companies which make chocolates by growing cocoa themselves (Hulten, Broweus and Dijk, 2009). The company started its journey as…
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Hotel Chocolat
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Download file to see previous pages Then the company started expanding in its domestic land and opened almost 43 stores in the UK and 23 stores inside John Lewis outlets. Hotel Chocolat mainly aims at making fresh chocolates which are way more adventurous in terms of taste. It produces chocolates using less sugar and more of cocoa, very different from the chocolates made by other companies. It follows originality and ethics in its services (Hotel Chocolat, 2010). In order to learn cocoa plantation the company decided to work with the local communities of Ghana. After achieving success in the production of chocolates, the company started many new projects. The company opened a restaurant called Boucan at its cocoa estate located in Saint Lucia. After its expansion in the domestic land, the company is now aiming at internationalisation. For this, the company needs an internationalisation strategy.
According to Tyndall, Cameron and Taggart (1990), companies should achieve control over the business operation of both international and foreign market in order to achieve their strategic objectives. The next section of the study will discuss strategic options for the chosen company.
In the first part it will be shown how the company will move towards diversification of products in the niche market and also show its internationalisation strategy, by using strategy clock and Ansoff’s matrix. In the second part, using suitability, feasibility and acceptability analysis model an analysis will be done to see whether or not the strategic options selected for the company in the first part is justified. In the third part, recommendation is to be provided, which is based on the directions and methods of strategic development which is appropriate for the organisation for the next 3 to 5 years. Finally, a conclusion will be drawn on the entire project.
At first it has to be decided, which strategy out of the three strategies of ...Download file to see next pagesRead More
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