As a reason of the fair trade price and the social premium the company pays, the resources are more expensive and so is the end product. Even as of Januarycocoa prices are still rising.
All of the above supports the Day Chocolate company to compete on the European and American confectionery market. First of all, there is the production concept emphasising the idea that consumers will prefer highly affordable products.
However, Day Chocolate is not only able to attract customers, but to adhere them and therefore build a strong customer equity Hollensen, Therefore, the conclusion can be made that an opportunity for chocolate brands lies in entering the Asian chocolate market.
The consequential higher price has to be paid by the consumer, who should be willing to pay more for fair trade products which are social an environmental responsible. First of all, the introduction to the case.
But how should a company select its customers? Moreover, the barriers for competitors to entry the market is lower, which can be seen as a threat. Hence, it is not only available in fair trade shops such as other brands and for this reason Day Chocolate is way better known than its competitors.
This way, consumers are able to choose from a broader range of chocolate brands, even when they do not sell these brands in the nearest stores or even in their home country.
Due to the increasing amount of information and the endorsements by environmentally aware organizations, the number of consumers aware of the ethical benefits of fair-trade products and willing to pay more for these products has steadily increased over the last years.
The decline of production and consumption in contrary, was significantly less severe. Since declining prices will make consumers less willing to purchase the same product for the normal price, Day Chocolate had to withdraw its products from the Asda Supermarkets to counteract the downward price spiral Annual Report Divine Chocolate, A comprehensive approach is identified by Hollensen: During the last years a growing number of people started to question the origin of their food and the corporate social responsibility of the companies producing them.
Therefore, an industry can consist of multiple markets. First of all, a company has to consider customers as assets and thereby has to analyze who it will serve, since not all customers, not even all loyal customers, are profitable.
The main idea of the differentiation of consumer groups is to find a fit between the right consumer and the right relationship. Although these legislations will be seen as a threat to most of the chocolate brands, they are an opportunity for natural chocolate brands, such as Day Chocolate.
Moreover, the concerned consumer segment, Day Chocolate aims for, grew steadily over the last ten years and is likely to grow further in future, which will enable Day Chocolate to access more foreign markets.
Even government legislations have an impact on the chocolate market and industry and the growth of the market for sustainable chocolate.
Rise of the internet Another trend in the chocolate industry, is the rise of e-commerce as a means of selling chocolate. Inthe World Cocoa Foundation was founded.
In the period of November to Januarycocoa prices have increased with more than dollar per tonne ICCO, Introduction. The report about The Day Chocolate Company case is structured in three main parts. First of all, the introduction to the case. Secondly, the main part, consisting out of the five case questions which were answered by applying the theory of marketing to specific parts of the “Day Chocolate Company”.
A CASE STUDY OF THE DAY CHOCOLATE COMPANY. Jun 18th, Studypool Tutor. American Sentinel University - Aurora.
Price: $30 USD. Tutor description.
Set within the context of fluctuating commodity prices this paper explores an alternative fair trade business mode called The Day Chocolate Company (Day). 3 The Challenges of Mainstreaming Fair Trade: A Case Study of the Day Chocolate Company Abstract Fair Trade (FT) has the potential to make a major contribution to the social, economic and.
This paper explores the experience of The Day Chocolate Company (Day) in connecting small-scale cocoa farmers more directly into global markets by making the farmers significant shareholders, and therefore equity owners, within this fair trade company.
Case Study 1: Harriet’s Fruit and Chocolate Company Harriet’s Fruit and Chocolate Company was established in in the Pacific Northwest of the United States to ship gift baskets of locally grown peaches and pears to customers in the United States.
case-study-hershey-food-corporation 1. 1.
Introduction The Hershey Company is famously known for being the biggest manufacturer of chocolates and confectionery products in USA, having hired over 15, employees worldwide and exporting their products to ninety different countries over the world.Download