Rogers' Chocolates Holds a High Place in Customers' Hearts

Situation Summary:
Customers consistently look for a quality product and experience. In the case of non-necessities like luxury confectionaries, Rogers’ Chocolates holds a high place in many customers’ hearts. By creating handmade and wrapped chocolate perfection, Rogers’ Chocolates has made a name for themselves in the indulgence market.
Rogers Chocolates is an example of an ever evolving business, sometimes growing and other times finding issues within their path. They find themselves in a premium-brand market that has multiple challenges in regards to business expansion. Most importantly for them is the quality of both their product and the customer experience.
Rogers’ Chocolates is a well-known name in British Colombia, but their reach doesn’t extend greatly past that. While they have made sales around the world, they brand awareness remains significantly lower than shareholders believe it should be.
The company has faced issues ranging from health crazes and humans rights concern to preferential vendor treatment and resource shortages. Company tradition, values, and community image are another hurdle. It creates a dilemma when trying to apply straightforward business models to a company that cares for more than the bottom line.
The article outlines the specific challenges Rogers’ Chocolates has faced in addition to the results that have been achieved when either confronting the issue or leaving the issue alone.

Central Problem:
For Rogers’ Chocolates, a wall seems to be in their way no matter where they turn. To keep local customers happy they must have everything stocked in store but to grow their business reach, they must have all items available for sale through mail order and internet transactions. This becomes a...

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.... And finally, Rogers’ Chocolates must look at expanding their brand reach. This can be achieved through company partnerships and resellers. By only allowing a limited series of chocolates to be sold in other stores, Rogers’ Chocolates drives customers back to their direct stores, brick-and-mortar, mail, or online, for future sales. This limits the quantity of product that must be produced for resellers, cuts down on wasted labor and product, and expands their brand reach.
Rogers’ Chocolates are where they are today because of the level of attention to detail, quality and tradition that they put into every product. While the efficiency gains from drastic automation look great on paper, the ramifications that their public image would face would be devastating. Not to mention the fact that a company, that has stood on tradition for so long, would lose who they were.