ROGER'S CHOCOLATES CASE STUDY
Roger's Chocolates (Rogers) was founded in 1885 and it is the oldest chocolate company of Canada. With such a long history behind it, "Roger's chocolates" is a well-established name in the business of premium chocolates in Victoria, British Columbia where the company does its business. Over the last two decades, the company' sales have grown 900% after changing ownership more than a few times. Steve Parkhill has recently taken over as the CEO of the company and has been given the target of tripling the size of the company within 10 years. The board of directors and the management have different ideas about Parkhill should achieve this target. He is now thinking of a growth strategy that would be approved by both the board of directors as well as the management.
Problem
Steve Parkhill wants to devise a growth strategy that would help achieve the target of tripling the size of the company in next 10 years. He has some options in front of him including expansion beyond British Columbia, online business, corporate gift service, reconsidering the cruise ship business and so on. Parkhill wants to adopt a strategy that would help achieve the target and also win support of board of directors and the senior management.
Problem support and Analysis:
Parkhill is in a tight spot because there is a dizzying array of possibilities available to him. He can choose any one option or adopt a combination of options to devise a growth strategy but in any case, he needs to come up with a strong plan as his new job as CEO depends on meeting the target given to him.
Growth is important because even though Rogers has been in good financial position for many years, it cannot completely become complacent as competition is getting fiercer in premium chocolate market. There are some very big players operating in this niche area including Godiva, Lindt, Bernard Callebaut and Purdy.
The target market is also rather exclusive since Rogers is not ordinary chocolate and is not cheap either. Many of its customers are tourists looking for a special souvenir and something totally Canadian to take back home with them. These are attracted through cruise ships that bring a large number of American tourists to Victoria and through 11 retail stores at various important tourist points. Sales are also generated through other channels including mail order and Internet. Wholesale accounted for 30% of the total sales. Other target markets include older generation Canadians who value quality over quantity and want an authentic Canadian product, corporations, resellers, and large retail chains.
The company does roaring business on special occasions like Christmas, Valentine's Day and special events time. For example it expected to do good business during Olympics 2010 which will attract a vast number of tourists to Canada. However with sales peaks being seasonal, the company also encounters production problems. China makes special tin boxes for gifts during peak seasons but sometimes is unable to supply them on time due to electricity problems in their country.
The company also needs to be careful about shelf life and size of the inventory. Thus Rogers has a long shelf life of six months that helps in keeping healthy but not unneeded inventory on site. The company is also able to meet various productions, supply and demand challenges by planning ahead and by having at least six-month stock available.
Competitors and Markets
Rogers is competing in niche market of premium chocolates which is fortunately not as congested as ordinary chocolates. Still it has some fierce competition from companies like Godiva, Lindt, Purdy and Bernard Callebaut. Being in the premium section has its advantages and disadvantages. The company doesn't need to worry about mushrooming ordinary chocolatiers and the variety they produce. Rogers can bring out few selected varieties on each special occasion and that is usually enough to cater to the needs and demands of its clientele. But it has its disadvantages too because there is only a limited section of the public that knows anything about premium chocolates or would want to purchase them regularly. And the fight to capture of attention of this small section of market is fierce. Every premium chocolatier would want to capture the attention of this segment and hence the chocolates have to be the best and unique each and every time.
There are four ways in which Rogers has been selling to its customers. The first is the retail route which has allowed Rogers to reach the...
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