Roger's Chocolates Strategic Analysis
CBAD-478*5
Rogers’ Chocolates I-case Strategic Assessment Report
November 13, 2012
Dr. Janice Black
Dara Servis
Executive Summary
Rogers’ Chocolates specializes in a wide variety of premium chocolates that are enjoyed by all who experience the products. Whether looking for a truffle, nut and chews, or premium ice cream, consumers can always expect high quality, handcrafted products. The firm prides themselves on high quality products and unique customer experience. Throughout the dissection there were many opportunities and weaknesses to uncover. Strong consumer loyalty is an important strength that can help increase word-of-mouth of the brand. Many people look for information for new brands online through websites, reviews, and blogs. Loyal consumers can partake in a blog discussing the greatness of Rogers’ Chocolates to help spread awareness of the brand to consumers who do not know about them. In addition, extending the in-store chocolate experience that Rogers’ provides, to the web, may draw in consumers through interactivity of their website and help build stronger relationships in the future. A major weakness uncovered at this time, is Rogers’ employees cautious of change as they believe it will compromise Rogers’ long-standing history and reputation. Newer technologies are available to make their jobs easier and more efficient as well as increase consumer awareness. If they gradually introduce new technologies into the company and involve employees in the transition process, the resistance to change should ease because employees will not feel as if the company is changing or sacrificing its history, but improving to create a long-lasting and profitable future. A brief description of what will be dissected in the body of the assessment report for Rogers’ Chocolates consists of: the area of operations, external analysis, internal analysis, and the plan of action which will be developed in-depth in the body and appendices of the assessment
Rogers’ Chocolates I-case Strategic Assessment Report
November 13, 2012
Dr. Janice Black
Dara Servis
Executive Summary
Rogers’ Chocolates specializes in a wide variety of premium chocolates that are enjoyed by all who experience the products. Whether looking for a truffle, nut and chews, or premium ice cream, consumers can always expect high quality, handcrafted products. The firm prides themselves on high quality products and unique customer experience. Throughout the dissection there were many opportunities and weaknesses to uncover. Strong consumer loyalty is an important strength that can help increase word-of-mouth of the brand. Many people look for information for new brands online through websites, reviews, and blogs. Loyal consumers can partake in a blog discussing the greatness of Rogers’ Chocolates to help spread awareness of the brand to consumers who do not know about them. In addition, extending the in-store chocolate experience that Rogers’ provides, to the web, may draw in consumers through interactivity of their website and help build stronger relationships in the future. A major weakness uncovered at this time, is Rogers’ employees cautious of change as they believe it will compromise Rogers’ long-standing history and reputation. Newer technologies are available to make their jobs easier and more efficient as well as increase consumer awareness. If they gradually introduce new technologies into the company and involve employees in the transition process, the resistance to change should ease because employees will not feel as if the company is changing or sacrificing its history, but improving to create a long-lasting and profitable future. A brief description of what will be dissected in the body of the assessment report for Rogers’ Chocolates consists of: the area of operations, external analysis, internal analysis, and the plan of action which will be developed in-depth in the body and appendices of the assessment
Cited: Operating Segment Sales, 2005-2007 for Rogers’ Chocolate | Segment | 2005 Sales | % | 2006 Sales | % | 2007Sales | % |