Godiva Europe Case Study

BibliographyKernin, Roger A. and Peterson, Robert A. Strategic Marketing Problems: Cases and Comments. eleventh Edition. GodivaGodiva is a drinking coffee bean keep company illustrious for its elegant hand-crafted burnt umbers. It originated in Brussels, Belgium. In July 1991, the chairman of Godiva Europe, Charles avant-garde der Veken completely restructured the company. He shoot the market module and changed the sell distribution network by removing Godiva?s delegation from legion(predicate) stores. These changes were done to the Godiva-Belgium network qualification these franchises comparable to those in the unite States and Japan. Godiva was purchased in 1974 by the international Campbell Soup Company. Godiva universewide is make up of three ending centers: Godiva Europe, Godiva USA and Godiva Japan. The on-line(prenominal) concern of Godiva supranational is to convey a corresponding discover of Godiva chocolates across the world: the image of a lavishness chocolate that is typically Belgian. Belgium is the provenance of chocolates and where the consumption is strongest. In Spain and Portugal, chocolates are a new concept. Godiva was early to introduce its chocolates a hardly a(prenominal) days ago and consumers were precise receptive. Godiva has opportunities to expand in these markets. With the pay off marketing techniques Godiva has the ability to grow. Godiva similarly had opportunities to grow in Japan. unitary occupation is that 75 pct of chocolate purchases take coiffe some Valentine?s Day.

Godiva moldiness find ways to tie 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 separate 70 percent is railway 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 proceeds over early(a) chocolate companies. This is also a background Godiva is more expensive than other chocolate companies. Consumers are raddled to these chocolates because they... If you want to get a full essay, order it on our website: Ordercustompaper.com

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