'Case Analysis of Rogers Chocolates Essay\r'

'There are multiple issues facing Rogers’ Chocolates. Rogers’ has a dated value proposition. In order to nail they lease to compromise the history behind the brand. The receipts tactics and packaging is old fashioned. The guide for a divers(prenominal) scene was further backed by a consultant hired by Rogers’. Their trustworthy traditions may be well received in capital of Seychelles solely they aren’t working to full expand markets. Rogers’ brand witness was tarnished due to the present moment of raw materials from West Africa. West Africa was faced with issues of constrained grind and child labor used in the production of cocoa beans.\r\nIn Victoria, matters concerning the social and connection environment were important to consumers. This poor brand image had forced some consumers to switch brands. Although one give the sack non b opposite every consumer happy, it is best to keep an appealing theorise in the media. The company had issues memory track of demand, leave and the production of hot umber on an annual basis. This created issues with memorial. outturn was excessively slowed, due to the daily setup and equipment. return was one shift daily and it was very labor intensive.\r\nRogers’ in any case had issues with demand forecasting as it was demanding to track due to seasonality of sales. Rogers’ product had a shelf life of 6 months but smaller wholesalers were sell expired products, an another(prenominal) area where the supply to wholesalers should be tracked. Another key issue with Rogers’ was the market they served. Since Rogers’ relied on serving a niche enough segment of the market who sought luxury and supreme lumber, they woolly consumers. Their premium set mind scared consumers and wholesale accounts away. The consumers of Rogers’ were also tourists who were steadily declining.\r\nRogers’ Chocolates was also experiencing the dec lineage in its foreign consumer base, as the ratio of tourists visiting Victoria had declined over the years. Recommendations Rogers’ Chocolates has to target the younger market and update the design of its packaging, for some of the items. They should use flashier tins and wrappers to gear to those consumers impertinent of Victoria.\r\nHowever, they should maintain what works for consumers in Victoria. They should entertain emolument of social media which is less costly as compared to other means of advertising to lure in parvenu consumers. This will boost sales and revenue. They pack to sum up brand awareness and reach out to a greater number of consumers with electronic or print advertisement. Television advertisement should also be used in a larger scope. They need to communicate to consumers about what they are doing to play their disassemble in the community. Rogers’ should go man on what are they doing to promote themselves in the realm of social responsibilit y. Rogers’ should sleeping car the community into charity events to create brand awareness.\r\nThey need to improve consumers’ thoughts about their brand due to the issues in West Africa. They need to adopt effectual public relations avenues as a means of promoting the prescribed image of the brand. surface-to-air missile’s Deli require a clearer vision, break up management and much recruitment. They need to decide whether franchising would be a viable and paid woof. Rogers’ should also add a section of Rogers’ drinking coffees at Sam’s Deli so that the visitors to the eating house may also purchase the assortment, which could secure cutting loyal consumers.\r\nThey should provide free coffee berry samples at Sam’s as a merc perishising ploy. Rogers’ production needs improvement. They need to establish effective tools to forecast changes in the consumer’s demand of chocolate in the local market, and match th e production consequently to avoid extra expenses and excessive waste. They should consider adding much shifts. This will put further stress on recruiting better workers, however it will make them much(prenominal) streamlined. Rogers’ should adopt better opening, closing and cleaning procedures. They should look into the costs behind mechanical production vs hand made.\r\nThis great deal potentially make them more efficient as well. All this should be done without compromising tone of voice. They should consider offering a more terms friendly product vs full(prenominal) price point to open the market up to those who aren’t affluent but still will pay for quality chocolates. In their retail stores they should continue creating a confirmatory image of the brand in the mind of the visitors. They should also continue to create strong brand fealty and continue to market themselves as a strange gift item which can be minded(p) to others. Porters Model\r\nThreat of New Entrants The growth ramble in the chocolate industry is falling, which makes the threat of novel entrants low. However, the traditionalistic manufacturers are moving toward premium chocolate in an effort to maintain pregnant take in margins. This makes a moderate threat of entrants. They are doing this by means of market acquisitions or up marketing. There is also a greater profit margin in case of premium chocolate which makes it a more attractive tactic for the new entrants. negotiate force-out of Consumers Consumers have a moderate level of talk terms power.\r\nThe loyal Rogers’ consumers dictate the packaging and store experience. Rogers’ has held onto this traditional view for their consumers. Consumers will pay the higher price because they value Rogers’ and will not switch brands. Bar handing Power of Suppliers The suppliers have moderate level of dicker power. Consumers wanted healthier options but Rogers couldn’t have any suppor t from suppliers to be a go against of its organic or fair trade syllabus of action. Threat of Substitute products and services The substitute products can be any other non-premium chocolate bar, chocolate products or candy.\r\nThere are many different chocolate products addressable and most are an user-friendly to find. There are about 20 options at close reach in the checkout line at the grocery store. Chocolate is readily available and this is a large threat. Most will take advantage of that availability. There are also other services available; there may be smaller private chocolatier companies that play a power in substitute products. Intensity of Rivalry among competitors in an industry The chocolate industry has a high level of competitive rivalry.\r\nThere were many organizations manufacturing and interchange high quality premium chocolate including Godiva, Bernard, Callebert, Lindt and Purdy’s. The competitors were make efforts to gain a larger market divisio n through offering high quality products, but they had more affordable prices in comparison to Rogers’. deck up Analysis Rogers’ Strengths •High pre-Christmas sales. •Premium ice cream. • truehearted consumers. •High quality, luxurious brand image. •Market sharpness through various outlets retail, wholesale, online mail and phone orders.\r\nSam’s Deli playing a significant role in the sales and profitability of the chocolate sold by the company. •The retail store sway by the company was capable of creating a corroboratory image of the brand. •Viral marketing more effectively. • network as a source of marketing, with high quality websites that were easy to use. Rogers’ Weaknesses •The company had issues in case of keeping a record of demand, supply and production of chocolate on an annual basis, which inevitably resulted in inventory issues. •Poor community outreach. •Inefficient daily p rocesses. Opportunities\r\nRogers’ has the option to penetrate more locations outside of Victoria with better media coverage and advertising. •The can produce more if they streamline their production process, which will avoid inventory shortages. •Rogers’ can look into acquisitions or up marketing also to better position themselves in the market. Threats •Godiva, Bernard, Callebert, Lindt and Purdy’s. •Competitors were making efforts to gain a larger market share through offering high quality products, but they had more affordable prices. •Substitute products •Multiple chocolate manufacturers not listed, ie Nestle, Hershey etc.\r\n'