Cadbory Case Study

Caddbory has launched its first exclusive store in Melbourne in 2007,to serve commuters and build a local brand which can leveraged into additional locations in the coming year. Caddbory will build following through advertising, referral marketing and a loyal program.

(A)Strategic goal:the marketing manager for caddbory which is a chain of 15 gourmet dark chocolate store in Melbourne, specialising in creating handmade chocolate products .The Company is close to meeting its set goal and looking to activate the next aspect in it development.

Company raise funding to expand in the fourth year of operation after the concept brand has been proven customers satisfactionin between (199-200) was 99.5% and market share was 15-18%

(B) Strategic

Purpose of the company

Caddbory exists to attract and maintain customers wishing to purchase a range of unique , high quality dark chocolate as well as provide notable service .

•Performance – they are obsessive about winning. They compete in a tough way but follow ethical values. They are organized to take risks and perform faster.

•Quality – safety and quality are ensured at the heart of their all activities.

•Respect – they act genuinely for their businesses and colleagues. They listen, understand and respond. They are friendly, open and welcoming.

•Integrity – they have their own principles which are clear and they do it what they say.

•Responsibility – they are socially, economically and environmentally responsible for the

• Cultural expectations and influence: The caddbory chocolates should be building a mutual trust workplace relationship to promote work colleagues respect and trust, any prejudices and stereotypes should be strictly banned and the company should make the staff performance appraisal according to the staff qualification and skill level rather than based on their gender or races, etc. The company promote a multicultural work environment and culture.

SWOT Analysis of Caddbory

• Strengths: excellent staff, great retail space, high customer loyalty, assortment offerings.

• Weaknesses: limited marketing budget, struggle to continually fund.

• Opportunities: a growing market in a high growth area, increasing sales opportunities outside Melbourne

• Threats: competition from local independents, competitions from national chains, a slump in the economy

Evolution of the effective of pervious marketing activities

Performance against established objectives (including profitability) of the caddbory chocolates company is the following.

• Sales target achieved

• Stores target achieved

• Brand recognition 58%

• Target 34,500customer loyalty lists

• Gross profit target of company