Haigh's Chocolate Case Study

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The company: Haigh’s The First store of Haigh’s Chocolate was opened on 1st May, 1915 by Alfred E Haigh. The idea of chocolate-covered fruit centres was started by him in 1917. Since the idea of producing such chocolates was a hit and the business was at its peak, the time to expand was near. In the same year, a small factory was built in “Parkside South in Australia”. Later, when Alfred passed away in 1933, his son, Claude Haigh took over the business and opened six new stores. Even though the sales and supplies were difficult during the war times, Haigh’s managed to trade. They produced boiled sweets and wrapped toffees for the soldiers. In 1946, Alfred’s grandson, John Haigh, joined the business with a plan to revolutionise the manufacturing process and take Haigh’s Chocolate to new heights. After his training in Switzerland with Lindt and Sprungli, and after he noticed how the production was done and looking at the shop styles in the US, he planned to expand his own business and thus became the Managing Director in 1959.…show more content…
The drawback with Haigh’s Chocolate where it falls short of emerging as a better competitor to various other Chocolate making companies such as Cadbury, Mars, etc., is that Haigh’s has business only in Australia and import raw materials from various parts of the world, whereas, the other companies have sales and business running all over the world. Also being one of the three companies who support the farmers of Vanuatu, Haigh’s chocolate is looking for partnering up with chocolate makers from the US and Australia for better financial opportunities through ACIAR’s Pacific Agribusiness Research for Advancement Initiative (PARDI). This helped motivating the farmers to produce a better quality of cocoa beans which could be used for premium chocolates, delivering them at a higher worth ‘speciality market

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