Godiva Confectionary Industry
Name: Rianto Sunarjo
Lecturer Name: David Henderson
Class: MCD 2050
Table of Content
1.0. Introduction 3
2.0. Market 4
2.1. Market Size and Growth 4
2.2. Market Trends 4-5
3.0. Product Offered 6
4.0. Competitor 7
4.1. Royce 7-8
4.2. Laurent Bernard 8
5.0. Microenvironment Factor 9
6.0. Macroenvironment Factor 10
7.0. Market Segmentation 11
8.0. Target Market 12
9.0. Positioning 13
10.0. Reference 14-15
1.0. Introduction
Confectionary industry relates to delicacies or sweetmeats that have sugar as a principal ingredient, combined with coloring matter and flavoring and often with fruit or nuts (All about candy and chocolate, 1958). From all the delicacies that the confectionary industry produces, chocolate is the major product of the confectionary industry that generates the greatest sale. It covers 56% of total sale in 2012 (Euromonitor International, 2013).
Godiva Belgium Chocolate was originated by a master chocolatier Joseph Draps in 1926, which created a new line of Belgian chocolates with extraordinary richness, premium quality, and iconic style. He sought a name for his company that embodied timeless values balanced with modern boldness. Joseph Draps get His inspiration came from the well-known Saxon legend of Lady Godiva who rode unclothed through the streets of Coventry to entreat her husband, Leofric the Dane, to lower taxes. Her courage prevailed, and in Europe she was celebrated in countless works of art (Godiva Chocolatier, 2013)
In 1966, the Draps family came into contact with the American company Campbell Soup Company, which acquired one-third of a stake in Godiva that year. Thus, the American operation of the company was the first to introduce premium chocolate to the American palette. By 1968, Godiva Chocolatier, Inc., had begun domestic production, using the exclusive Belgian recipes. (Godiva Chocolatier,
Lecturer Name: David Henderson
Class: MCD 2050
Table of Content
1.0. Introduction 3
2.0. Market 4
2.1. Market Size and Growth 4
2.2. Market Trends 4-5
3.0. Product Offered 6
4.0. Competitor 7
4.1. Royce 7-8
4.2. Laurent Bernard 8
5.0. Microenvironment Factor 9
6.0. Macroenvironment Factor 10
7.0. Market Segmentation 11
8.0. Target Market 12
9.0. Positioning 13
10.0. Reference 14-15
1.0. Introduction
Confectionary industry relates to delicacies or sweetmeats that have sugar as a principal ingredient, combined with coloring matter and flavoring and often with fruit or nuts (All about candy and chocolate, 1958). From all the delicacies that the confectionary industry produces, chocolate is the major product of the confectionary industry that generates the greatest sale. It covers 56% of total sale in 2012 (Euromonitor International, 2013).
Godiva Belgium Chocolate was originated by a master chocolatier Joseph Draps in 1926, which created a new line of Belgian chocolates with extraordinary richness, premium quality, and iconic style. He sought a name for his company that embodied timeless values balanced with modern boldness. Joseph Draps get His inspiration came from the well-known Saxon legend of Lady Godiva who rode unclothed through the streets of Coventry to entreat her husband, Leofric the Dane, to lower taxes. Her courage prevailed, and in Europe she was celebrated in countless works of art (Godiva Chocolatier, 2013)
In 1966, the Draps family came into contact with the American company Campbell Soup Company, which acquired one-third of a stake in Godiva that year. Thus, the American operation of the company was the first to introduce premium chocolate to the American palette. By 1968, Godiva Chocolatier, Inc., had begun domestic production, using the exclusive Belgian recipes. (Godiva Chocolatier,