Godiva Case

"Really good quality chocolate should have multiple features, including maintain lasting fresh, choose premium cacao butter and selection of high quality material, don't usually taste too sweet, and full of unique natural texture and taste. Thus, high quality chocolate is not chocolate can than near parity, because parity chocolate typically add artificial flavor and preservatives, to extend the life of the product."

─ ─ Godiva Chocolatier chocolate director Thierry Muret

Purpose of the report is to survey the market of GODIVA chocolate. The Godiva chocolate is one of the world's chocolate brands. Godiva has more than 450 monopoly stores in the different areas of the world, and they provide unique products to customers. From New York to Paris, from Tokyo to Hong Kong, Godiva chocolate brings the Belgium highest grade chocolate to the world. China has become the focus of the world investment; therefore, the export of Chinese market is the long term development for the Godiva chocolate.

Godiva chocolate is established by the Joseph Draps in 1962. Joseph Draps, the creator of Godiva chocolate, based the name the name of his company on legend of passion and purity. Over the last 80 years, Godiva meticulous adhere to their noble quality, exquisite craft, and the magnificent noble packing around the world. It is inherent the classical Belgium chocolates, and set up incomparable and prestige. Its rich multiple product series is always the first choice of luxury chocolate gifts, and gold class clear coat of chocolate box series is one of the representative products.

Before entering the Chinese market, the company should research of the market environment. There are external environment and internal environment. The external environment will directly influence the economic development, is concerted most by Godiva. The internal environment is showing the environment inside the company. The Godiva also needs SWOT analysis and 4Ps to do some for the company. The SWOT analysis can reflect strength, weakness, opportunities and threats for the company. Otherwise, 4Ps can measure whether Godiva should enter Chinese marketing and expanding it. Therefore, the company should research about segmentation and target marketing in China. Base on different culture and customer behavior, Godiva needs to fully research in Chinese market.