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Cowgirl Chocolates

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Cowgirl Chocolates
Major problem:

How can “Cowgirl Chocolates” advertise and increase profitability through their online retail services and expand their wholesale business to include more retailers?

Sub-Problems: (non-controllable)
• Economy- if the economy is in recession, the demand for expandable goods will decrease.
• Demand- only approximately 15% of consumer is currently eating spicy foods. Men are more inclined to eat spicy food than women.
• Supply- product has a short shelf life and contains imported ingredients from Germany, which is a high cost.
• Technology- using machinery to print the product labels that involves a additional cost with the required use of printing plates and printing die.
• Public Policy- Food and Drug Administration requiring safer packaging, nutrition facts and ingredients facts to be labeled on product.
• Competition- larger competitors using medium quality chocolate were selling larger bars at lower price points.
Sub- Problems: (controllable)
• Market target- how can cowgirl chocolates expand its appeal to both men and women?
• Product- modify ingredients and taste to appeal more broader market
• Place- expand to specialty gift shops and coffee shops
• Price- price flexibility as the seasons change.
• Promotion- can Cowgirl Chocolate develop “pull” strategy?
Other Sub-Problems:
• How can Cowgirl Chocolates define its customers and test the market?
• Should cowgirl Chocolates offer more discounts and small giveaways on its website?
Alternative Courses of Action
Major Problem
• Cowgirl Chocolate can increase Demand through
1. Providing unique benefits through website
2. Using concentrated market strategy
3. Advertising and promoting
• Cowgirl Chocolate can increase growth by
1. Market segmentation
2. Growth strategies
Sub-Problems
• Market Target
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