Godiva Chocolatier Worldwide

Viewpoint

We should consider this problem from the view point of the President and CFO of Godiva Chocolatier Worldwide, Jim Goldman.

Statement of the problem

Godiva should decide whether to continue the production of "Godiva Gem" and risking their image as manufacturing premium chocolate that targets high-end market or changing their image into more affordable or accessible premium chocolate and targeting mass market.

Key Objectives

1. To consider expansion of the stores in asian market considering asia has the largest population compared to European countries and U.S

2. To make the product's image improve and will attract the interest of the consumers enough to make them buy their products.'

3. -To come up with an alternative product to the high end premium chocolate boxes that Godiva offers

4. -To increase global brand awareness by creating an advertising plan targeting bigger consumer brackets

5. -To have a new pricing policy that would attract new consumers

SWOT Analysis

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Known as high-end brand that sells premium chocolate.

Godiva is risking their image from the consumer minds. Engaging into internet. Godiva make availability of ordering and shipping online with 421, 037 unique montly visits. Competitors like Lindt of Switzerland, Ghirardelli, Cadbury, Hershey and Nestle.

Expanded through different international market; like Paris, France, United Kingdom, New York, Belgium. Godiva only offer discounts to US country and can use only on internet.

Godiva has 65 % sales on European, 10% is sold through private labels, and 10% is sold under the brand "Corné Toison d'Or and 25% is sold directly to Godiva Japan and Godiva US On June 2012, Godiva is planning to double the number of stores in "China.

China is less than 5% if our revenue, but it's the fastest-growing piece of the puzzle" Goldman said. High price scares consumer especially middle class and low class.

Godiva has grown into $500 million business with upscale products sold at more than 10,400 stores aroung the world. Godiva are selected in terms of countries. They haven't penetrated the asian countries except for Japan and China. Godiva offers volume discounts when placing an order of $600 or more to get 5% to 20% Different things to choose from on ideal gift like flowers, perfume, wine that is in the same price range.

Vision of Joseph Draps, founder of Godiva "Create