CASE STUDY

The Real Chocolate Company Case Study

The Real Chocolate Company Case Study

Introduction

The company that I have chosen to conduct strategic analysis is The Real Chocolate Company. The Real Chocolate Company PLC is an international seller. The company is engaged in chocolate and related activities in the United Kingdom, the Republic of Ireland, Hungary, Poland, the Czech Republic, Slovakia, Turkey, Thailand, South Korea, Malaysia, Japan, China, and the United States (Conner, 1993).

Today it is one of the largest global chocolate manufacturers based on revenue, behind other chocolate brands like Cadbury, Galaxy, etc. Despite the fact that this strategy assisted The Real Chocolate Company in attracting a great amount of consumers, it also assisted The Real Chocolate Company in branding itself as a chocolate for average class consumers and even earned an image as a low-end chocolate. The only competitive edge The Real Chocolate Company had been the price. The products that were available at the chocolate seemed to be of ordinary. Due to the rise in the income of customers in Britain, the customers did not want to look for low price chocolate. They were now seeking high quality products. In order to cater these changing demands of the customer, The Real Chocolate Company decided to close down its numerous chocolates to focus and to provide improved quality.

The Real Chocolate Company is a significant international chocolate manufacturer. Although based in the United Kingdom, The Real Chocolate Company PLC has developed into an international chocolate manufacturer, employing 440,000 staff worldwide and with sales exceeding £59 billion (in the year ending February 2009). Operating income exceeded £3 billion. These figures make The Real Chocolate Company the largest British chocolate manufacturer in terms of both combined sales and domestic market share, and the third largest in the world after Cadbury and Galaxy. It is claimed that £1 in every £7 of UK chocolate sales goes the way of The Real Chocolate Company.

Mission

The Real Chocolate Company's mission is to generate worth for consumers to gain their loyalty for the life time. The Real Chocolate Company's success is reliant on the customers and the people, the customers who do the shopping and people who are working with them. Customers are likely to return if they like what The Real Chocolate Company is offering them, and shop again with them. If the team finds what The Real Chocolate Company reward them, team work more hard to help customers (Beverland, 2004).

Vision & Strategy

The Real Chocolate Company is a company based on customers and staff, quality properties around the world and numerous opportunities for growth. My mission is to build on these achievements for all our partners. For the future, the continuity is obvious. We have a solid strategy, a strong team, and during the most risky in terms of trade diversification is now behind us. Nevertheless, some changes are needed because we know that improvements are possible: the clients are changing, and The Real Chocolate Company does the same. You should also remember that the foundations of ...