Essay about Strategic Management of Haigh's Chocolate

The premium chocolate industry is a large market in the United States and continues to grow around 10% annually. It is also populated with very strong

The marketing strategy of Haigh’s chocolate has been identified through detailed analysis of the external and the internal environment of the present market conditions and development of the Haigh’s. There has been complete detailed SWOT analysis of the company on the basis of research conducted from several secondary sources. It has been conducted in order to determine the important strategies and the key strengths of the company. Talking about the chocolate sector which has been further segmented into several categories in which Haigh holds the important position and have captures the major chunk of the market. Such markets range from chocolate blocks, bars and other diet varieties like gluten and eggless products. The demand in the chocolate market is also divided on the basis of the geographic location markets like that in Sydney, Melbourne and Adelaide chocolate markets. Other factors affecting demand in the market includes demographic, behavioural and psychographic segmentation.

The basic characteristics of the marketing concept that could be identified in Clare’s Chocolates are as follows:

While Europe and the United States account for most chocolate consumption, the confection is growing in popularity in Asia and market forecasts are optimistic about the prospects in China and India (Nieburg, 2013, para 9). According to the CNN Freedom Project, the chocolate industry rakes in $83 billion a year, surpassing the Gross Domestic Product of over a hundred nations (“Who consumes the most chocolate,” 2012, para 3).

Amid the 1950s and 60s, Haigh 's chocolates were additionally sold at the movies. In the 1960s TV controlled the silver screen as a type of excitement so John Haigh looked somewhere else to develop the business. In 1965 Haigh 's opened the principal store outside South Australia, in Collins Street Melbourne, where Haigh 's chocolates ended up being generally as well known.

We all encounter chocolate in our daily life, and whether we want to admit it or not, chocolate has been a major part of history, and it is still seen today.

The transportation cost of chocolate was high and small mom and pop stores commonly supplied chocolate made locally. Today you would be hard-pressed to find local chocolate in the United States, with the shelves dominated by four major brands. The

The premium chocolate market has been growing at 20% annually, showing that buyers are willing to pay more for a better tasting and better quality chocolate. The declining growth of the overall chocolate market and rapid growth of the premium chocolate market is positive for current producers of premium chocolates in that the decline

4. VALUES: Cocoa delight has ability to source the finest cocoa beans at prices customer believe represent value for them but also provide the organization within the require margin and financial returns.

Haigh’s is not found worldwide, which is a negative aspect of the chocolate as because many people would not know about this. On the other hand these chocolates are popular among the kids, aged people etc around the world. Moreover their promotions are global and is done in several ways, thus helping them to gain more market shares. There are also local brands of Australia like ‘Kennedy & Wilson’, ‘Zokoko’, ‘Bahen & Co’, which are cheap than Haigh’s and also provided guided tours to their factories like Haigh’s (Thomsen, 2015). All these competitors can be a threat to Haigh’s for which Haigh’s needs to take into consideration certain aspects. Haigh’s need to vary their price with more promotions but keeping in mind that their service remains

SWOT Analysis Strengths High Quality Products Strong brand image Attractive Packaging Tours to the factory Weaknesses Premium pricing Lower market share Opportunities Market development Diversification strategy in their product line Developing of kiosk marketing Change in marketing mix strategies Threats Awareness about health consciousness among the young people. Increased competition Good quality maintenance is a challenge Strengths- 1. High quality means the raw cocoa beans extracted from the UTZ certified plants from different parts of the world and it is hand wrapped which increases the features of the chocolates. 2. Strong brand image refers to the different ways they are making and promoting their products and engage in sustainable practices has turned Haigh’s very popular.

Opening a facility in Kentucky allows the company to ship their products to the Scharffen Berger retail stores located in New York City (Upper West Side and Greenwich Village), and other upscale department and retailers, such as Trader Joes, located throughout the United States. This will save transit time and freight costs substantially[2] .as compared to shipping directly from California to the stores. In a cost comparison researched showed that there was a delta of $4,167.43 when shipping from the West Coast facility to New York compared to shipping from the East Coast facility to New York. This opportunity to reduce transit time can ensure the integrity of the chocolate to conceal the freshness. With a new

Hershey chocolate is known as one of the world’s most popular chocolate brands. For 118 years, the Hershey brand remains a favorite chocolate treat in over 90 different countries. Beginning only manufacturing milk chocolate, the company today manufacturers over 100 different varieties of candy. Many people are familiar with the traditional Hershey milk chocolate bar, Reese’s peanut butter cups, and bite sized Hershey kisses. The process behind producing these famed treats is a fascinating process. By evaluating the company’s manufacturing process and business dynamics, consumers can gain a better perspective of the science behind the candy the enjoy most.

Cadbury and Schweppes have 180 brands. Now these days Cadbury and Schweppes the business is functional it is owned by many shareholders (some of whom are members of staff). The company employs around 38,000 people worldwide but in Britain 12,000 employees. The company owns 7,500 vehicles that are used for the business (delivery) in Britain.

In 1982 they began selling outside UK (sales to Europe & Australia reached 300000 sterling)