The aim of this report is to present and critically estimate the market strategies of an international and a local chocolate manufacturer in Austria. The analysis is carried out in three stages – macro-environment (PEST analysis), micro-environment (Porter’s Five Forces Model) and company comparison (SWOT analysis). In the end, recommendations are given for the local brand Wiener Schokolade König.
Zotter Schokoladen Manufaktur GmbH was founded in 1987 as a family business by Joseph and Ulrike Zotter. In 1994, the company almost went bankrupt which forced it to change its strategy. A new product range was introduced and Joseph Zotter decided to convert the entire range to FAIRTRADE and organic production. In 2007, the manufactory was extended to accommodate bean-to-bar production. “Chocolate tourism” was also developed by Zotter – in 2007 the Chocolate Theatre was opened for visitors followed by the Edible Zoo in 2011 and the Open-Air Cinema in 2013. Firstly, Zotter expanded only to other cities in Austria – Essen, Innsbruck and Salzburg. Then, in 2013 Zotter entered the Chinese market by opening a Choco-Shop Theatre in Shanghai. In 2012 Zotter ranked among the top 8 chocolate makers in the world. The brand also received numerous awards , among which Trigos Prize for Corporate Social Responsibility and certification as a Climate Alliance Partner and European Business Awards finalist in the Sustainability category.
Wiener Schokoladen Manufaktur Leschanz GmbH was founded in 1995 by Wolfgang Leschanz in a historic shop in the city center of Vienna. The confectionery is proud of its original historic atmosphere and high-quality handmade assortment. The brand has a great number of prominent customers, among which Austrian Federal...
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...che Nationalbank: http://www.oenb.at/isaweb/report.do?lang=EN&report=950.2
Import duty & taxes for importing Chocolate:
OECD Better Life Index: http://www.oecdbetterlifeindex.org/countries/austria/
Strategic Management, Herschey’s: http://jmfrrell.blogspot.co.at/2011/06/chapter-4-industry-analysisporters-five.html
Wiener Schokolade König website: http://www.xn--schokoladeknig-5pb.at/en/home/
Zotter Awards: http://www.zotter.at/en/about-zotter/biografie/awards.html
Zotter ranks among the 8 best chocolate manufacturers worldwide: http://www.zotter.at/fileadmin/media_data/Content/PDF/Zotter-world-beating-chocolate-marker.pdf
Zotter’s website: http://www.zotter.at/de/startseite.html
2014 Index of Economic Freedom – Austria: http://www.heritage.org/index/country/austria#
During Valentine’s week alone, millions of pounds of chocolate candies alone are sold (“Who consumes the most chocolate,” 2012, para 8). This naturally creates a demand for product, which in turns causes a need for ingredients. The main component in chocolate, of course, is cocoa. Since Côte d’Ivoire provides 40 percent of the world’s supply of this crucial ingredient (Losch, 2002, p. 206), it merits investigation i...
An expansion of the product offerings as an alternative to the company would produce additional products such as ice cream, high-end cheese from sheep and goats as well as high-end based candy could assist in cementing the company’s position as the market leader. Despite the advantages that the new products could bring, the company would be required to make a significant investment to facilitate the production of multiple goods. Since the expansion does not guarantee growth, the corporation may incur a significant loss. If research is not systematically approached the company can lose; they must be careful to not use too much of their current product to produce the
The recent product, liquor filled chocolates is a viable business that can sell if it is implemented professionally. This recent innovation should be able to acquire attention from the market owing to its combination of selling products. Put simply, the liquor-filled chocolates are chocolates that contain alcohol. According to Novellino (2011), Chocolate-candy sales summed up to $16 billion in 2008 in the U.S. Furthermore, the statistics on alcohol reveals that liquor sales hit $19.9 billion in 2011. What does the statistics reveal about the product? This reveals that the market for the two products is present and combining them will result in a profitable business. This paper is a report on targeting and segmenting the new liquor filled chocolates as a potential business.
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Storck is a German family owned candy company with chocolate brands like merci Finest Selection, Toffifee and Knoppers. Like most German companies, there are numerous rules, procedures, regulations and processes. The existence of these things and their strict and consistent application, together with the rigid consequences are in stark contrast to a lot of other cultures. It leaves little to no room for flexibility and individual determination.
Bakery markets are well developed and prosperous in South China. In our factory, honey-walnut-cake is a high-nutritional content, low lipid, healthy cake that meets consumers’ nutritional requirements. Our special honey-walnut cake could be frozen and preserved in fridge’s frozen layer, the taste will change only a little bit within three days, after the heating by microwave oven, the taste will beclose to the original taste. Besides, this cake after freezing in the refrigerator, it could be persevered without preservatives in room temperature and being transported by long-distance. Even though the bakery market in South China is competitive, we believe our special honey-walnut cake could draw customers’ attention and meet their favor.
Growth of the chocolate industry over the last decade has been driven in large part by an increasing awareness of the health benefits of certain types of chocolate. Chocolate consumers are considerably price insensitive. Except in rare circumstances consumers are willing to purchase what they consider an “affordable luxury.” Chocolate is one of the most popular and widely consumed products in the world, with North American countries devouring the lion's share, followed by Europe
This report is about Procter and Gamble Co., which is a consumer goods company headquartered in the US. However this report focuses on P&G’s perfume brands and cosmetics. The company’s brief introduction followed by the market analysis has been explained. Moreover its competitive environment using Porters five forces has also been analysed. Further analysis include the company’s growth strategies using Ansoff’s Matrix and the company’s drivers of internationalization examined using Yips framework.
This work will determine the baseline of the current market situation for the company, which is essential for any further exercise and analysis. To understand how the business model correlates with the product marketing, need to see if there is any evident cause-effect relationship between product characteristics and the nature of the product company. If such correlation exists, it will be important to see the transition of such characteristics into the company marketing strategy. It can show how company’s strategies can be successfully addressed in a real-world scenario. Both internal and external analysis, SWOT matrix will help to determine the company’s current market position.
Our group Project is based on introducing the delicious luxury macarrons brand Laduree in Hungary. In this assignment we are going to analyze the Hungarian market to see if the introduction will be positively implemented.
Alan’s Best Chocolates (ABC) is a leading company in the sales of confections and chocolates throughout the United States. The company’s products are sold from 50 stores across the country and maintain a high reputation for superior quality and taste. While the company’s sales have grown over the past ten years, the rate of growth has significantly slowed. One key factor for this slowing rate of growth is the shift in the marketplace to purchasing chocolates and confections online. For a company to succeed, it needs to plan on how to capitalize on this online marketplace by leveraging existing technologies, industry best practices, and aggressive marketing and sales campaign to ramp up the its growth projections for the foreseeable
Gogel, R. and Larreche, J.C. (1991). Pan-European Marketing: Combining Product Strength and Geographical Coverage. San Francisco, California: Jossey-Bass