Strategic Analysis fo Rogers' Chocolates
EXECUTIVE SUMMARY
Mr. Steve Parkhill, president of Rogers’ Chocolate, has been faced with the challenge to double or triple the size of the company within 10 years. Ideas for growth have already been presented by the board, and these include franchising, online business, corporate gift market, and focusing on the 2010 Winter Olympics in Vancouver, British Columbia. It was suggested to focus its efforts outside of British Columbia, but there is no guarantee that they would have the same success elsewhere.
The three alternatives that have been presented include developing growth strategies focused on (1) sales, (2) structure, and (3) e-commerce. Upon evaluating each of these alternatives, the one that has been presented to Mr. Parkhill is to develop a growth strategy focused on e-commerce.
E-commerce is increasing in popularity each day. Most businesses have an online shopping component which is always convenient. By offering shipping in Canada and the United States, Rogers’ could reach a whole new market.
INTRODUCTION
In March of 2007, Mr. Steve Parkhill had just started his new job as president of Rogers’ Chocolate. He spent two months training with the former president, and is now considering his options for growing the company. The following outlines the problem he is facing, some company background information, alternatives, recommendation, and a brief plan for implementation. PROBLEM
The issue that the president of Rogers’ Chocolates (Rogers’), Mr. Steve Parkhill, is facing is how to double or triple the size of the company within 10 years, at the request of the board of directors. Each of the board members and members of the management team had a different idea of what Rogers’ needed to do to achieve such growth. Mr. Parkhill needs to develop a strategy that would fit with the company’s culture, and then gain the support of the board, the management team, and the employees.
BACKGROUND
Rogers’ Chocolate was founded by Charles Rogers
Mr. Steve Parkhill, president of Rogers’ Chocolate, has been faced with the challenge to double or triple the size of the company within 10 years. Ideas for growth have already been presented by the board, and these include franchising, online business, corporate gift market, and focusing on the 2010 Winter Olympics in Vancouver, British Columbia. It was suggested to focus its efforts outside of British Columbia, but there is no guarantee that they would have the same success elsewhere.
The three alternatives that have been presented include developing growth strategies focused on (1) sales, (2) structure, and (3) e-commerce. Upon evaluating each of these alternatives, the one that has been presented to Mr. Parkhill is to develop a growth strategy focused on e-commerce.
E-commerce is increasing in popularity each day. Most businesses have an online shopping component which is always convenient. By offering shipping in Canada and the United States, Rogers’ could reach a whole new market.
INTRODUCTION
In March of 2007, Mr. Steve Parkhill had just started his new job as president of Rogers’ Chocolate. He spent two months training with the former president, and is now considering his options for growing the company. The following outlines the problem he is facing, some company background information, alternatives, recommendation, and a brief plan for implementation. PROBLEM
The issue that the president of Rogers’ Chocolates (Rogers’), Mr. Steve Parkhill, is facing is how to double or triple the size of the company within 10 years, at the request of the board of directors. Each of the board members and members of the management team had a different idea of what Rogers’ needed to do to achieve such growth. Mr. Parkhill needs to develop a strategy that would fit with the company’s culture, and then gain the support of the board, the management team, and the employees.
BACKGROUND
Rogers’ Chocolate was founded by Charles Rogers