Rogers' Chocolate

What business is the organization in?

Luxury chocolates industry. They are a manufacturing company as they supply to other companies and also they have their own retail shops.

Where does the business see itself in 3 - 5 years?

- increased market share

- increased market penetration

- better images

What is one key SMART objective which will contribute to the outcome of where the business see's itself?

S - Expanding Rogers store network, growing its retail footprint both within B.C. and beyond its borders, ran a wholesale operations

M - Increase sales, get more customers

A - Open new stores, penetrate to new markets

R - Changing leadership, employing more

T - divide the time properly

List each of the Competitors discussed in the case?

1. Godiva

2. Bernard Callebaut

3. Lindt

What is each Competitors Position?

1. Godiva - backed by Nestle, has glitzy packaging, high price point and widespread distribution among retailers of gifts items. Fifteen percent higher price point, ads and distribution.

2. Bernard Callebaut - a premium chocolate producer out of Calgary. Stores in Canada and US. Emphasize a retail stratedy instead of wholesale.

3. Lindt - large and well established Swiss chocolate. Distributes broadly in mass merchandisers, drug and grocery retailer. Ninety present of Rogers' pricing. Also produces Ghirardelli brand.

What are the company's unique competitive advantages?

The company has four major areas: retailing chocolate products through company-owned stores, wholesaling chocolate products; online, mail orders, sales from Sam's Deli; well-known eatery in Victoria.

Who are the organizations customers?

Customers who want luxury experience, cruise ship visitors, tourists, Americans, mail-order and online customers.

Who are the organizations Strengths?

Has high perceived value, historical brand with roots to Canadian Victorian establishment, loyal customers, offering the variety of products, many different services (from special orders to wholesale orders), offer unique products that are elite and high quality, won a lot of awards, devoted employees, experienced leadership.

What are its Weaknesses?

Big competition, use of old technologies, limited capacity, times of the year can slow down the sales, management conflicts, lack of diverse locations, handmade processes are labor intensive and time consuming.

What are its Opportunities?

New product development, targeted segments have big rate of internet use and online purchases, has the opportunity to expand the online sales by improving and promoting the website, franchising, publicity in national, regional and worldwide event, seasonal demand, improvement of the image.

What are its Threats?

Economy has had an impact on sales and will still impact sales until economy improves. Growing competition. Weakness of the American dollar, loss of the international tourism.

Who are the key stakeholders? (List the top 5)

Customers, employees, suppliers, management, owners

What does each Stakeholder

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