MONTREAUX CHOCOLATE USA Case Analysis
Montreaux Chocolate USA: Are Americans Ready for Healthy Dark
Chocolate? _Case Analysis
1. Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges are key to the success of the new product line?
(1) Although the research tell us the 70% cocoa dark chocolate with fruit with healthy messaging and new stand-up pouch concept would be most attractive to the customers, and also built a sales forecast with it. But the company still do not know the real market reactions. So it should be better do a marketing test.
(2) the Apollo should be better to keep its original brand, Montreaux Chocolate, it can provide additional intangible asset once the customers in USA become familiar with it. (3) And also, Apollo had not collect enough information for the whole product lines, so launch immediately was not proper.
2. Evaluate the achievability of the company objectives for Montreaux USA. Identify the most salient aspects of the chocolate confectionery industry, globally and domestically, that bear on a new product introductiom. Provide support for your conclusions.
The annual compound growth rate is 2.8% between 2007 and 2011 in the US, for the segment of chocolate, total revenue was $17.664 billion.
For the Company Apollo itself, $54.4 billion and net income of $3.5 billion were generated in 2011. Besides, more than 80 brands exceed $100 million annually, some of which even exceeded the $1 billion every year.
Although the research in consumer attitudes, usages, motivations, and health benefits had provided much useful information for the product design, it was still not enough to cover the total 4 lucrative segments. Another research with each segments covered should be done thereafter to have a better understanding how profitable for each group of customers.(citing from Textbook, Chapter 4: Creating Long-term Loyalty Relationships/ Customer Profitability, pp.38-39 )
3. After analyzing consumer
Chocolate? _Case Analysis
1. Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges are key to the success of the new product line?
(1) Although the research tell us the 70% cocoa dark chocolate with fruit with healthy messaging and new stand-up pouch concept would be most attractive to the customers, and also built a sales forecast with it. But the company still do not know the real market reactions. So it should be better do a marketing test.
(2) the Apollo should be better to keep its original brand, Montreaux Chocolate, it can provide additional intangible asset once the customers in USA become familiar with it. (3) And also, Apollo had not collect enough information for the whole product lines, so launch immediately was not proper.
2. Evaluate the achievability of the company objectives for Montreaux USA. Identify the most salient aspects of the chocolate confectionery industry, globally and domestically, that bear on a new product introductiom. Provide support for your conclusions.
The annual compound growth rate is 2.8% between 2007 and 2011 in the US, for the segment of chocolate, total revenue was $17.664 billion.
For the Company Apollo itself, $54.4 billion and net income of $3.5 billion were generated in 2011. Besides, more than 80 brands exceed $100 million annually, some of which even exceeded the $1 billion every year.
Although the research in consumer attitudes, usages, motivations, and health benefits had provided much useful information for the product design, it was still not enough to cover the total 4 lucrative segments. Another research with each segments covered should be done thereafter to have a better understanding how profitable for each group of customers.(citing from Textbook, Chapter 4: Creating Long-term Loyalty Relationships/ Customer Profitability, pp.38-39 )
3. After analyzing consumer