Marketing Divine Chocolate Case
Competitive Advantage
The main competitive advantage of Divine Chocolate is their concept of fair trade. What is fair trade? Fair trade is a trading approach that is based on a correct relationship between producers and consumers. A product that carries the fair trade mark can be defined as a product in which producers and traders have met the fair trade standards.
Fair trade is Divine Chocolate’s competitive advantage because it focuses on a specific type of customer that is willing to pay more for products that are produced under fair circumstances, and who are loyal to fair trade product companies.
Strength’s and weaknesses:
To identify the strength’s and weaknesses of Divine Chocolate, the SWOT analysis is one of the best effective models to clarify this. SWOT-analysis is an analysis to identify the internal strengths and weaknesses of a company1. Strength’s/Opportunities
Divine Chocolate has a still increasing market growth in international markets
Divine Chocolate’s assurance for delivering high quality products
The faire trade products. (Nowadays, customers attach more value to ethical products. As a result, the fair trade market is growing.)
Has favorable comparisons with other chocolate bars
Wide range of retailers
Only fair trade chocolate company where 45% is owned by the farmers
Weaknesses/Threats
Divine Company does not operate globally
Relative expensive price and resources
Increasing price of cocoa prices
High amount of competitors in the chocolate industry
4 P’s:
Product:
Divine Chocolate is a manufacturer of fair trade chocolate products in the United Kingdom and the United states. Divine Chocolate is unique within the fair trade world, in that their farmers own the biggest part of the company and share its profits. The Cocoa from Ghana is of high quality and is traded at a premium on the world market.
Price
Divine Chocolate sells its products against a fair trade price. The products of Divine Chocolate are therefore not cheap but
The main competitive advantage of Divine Chocolate is their concept of fair trade. What is fair trade? Fair trade is a trading approach that is based on a correct relationship between producers and consumers. A product that carries the fair trade mark can be defined as a product in which producers and traders have met the fair trade standards.
Fair trade is Divine Chocolate’s competitive advantage because it focuses on a specific type of customer that is willing to pay more for products that are produced under fair circumstances, and who are loyal to fair trade product companies.
Strength’s and weaknesses:
To identify the strength’s and weaknesses of Divine Chocolate, the SWOT analysis is one of the best effective models to clarify this. SWOT-analysis is an analysis to identify the internal strengths and weaknesses of a company1. Strength’s/Opportunities
Divine Chocolate has a still increasing market growth in international markets
Divine Chocolate’s assurance for delivering high quality products
The faire trade products. (Nowadays, customers attach more value to ethical products. As a result, the fair trade market is growing.)
Has favorable comparisons with other chocolate bars
Wide range of retailers
Only fair trade chocolate company where 45% is owned by the farmers
Weaknesses/Threats
Divine Company does not operate globally
Relative expensive price and resources
Increasing price of cocoa prices
High amount of competitors in the chocolate industry
4 P’s:
Product:
Divine Chocolate is a manufacturer of fair trade chocolate products in the United Kingdom and the United states. Divine Chocolate is unique within the fair trade world, in that their farmers own the biggest part of the company and share its profits. The Cocoa from Ghana is of high quality and is traded at a premium on the world market.
Price
Divine Chocolate sells its products against a fair trade price. The products of Divine Chocolate are therefore not cheap but