Rogers Chocolates Essay Example for Free

Rogers Chocolates demonstrate1. The premium chocolate fabrication is changing dramatically with the growth rate in the chocolate industry falling as a whole, other traditional big name chocolate companies equal Hersheys and Cadburys are pitiful to a greater extent towards the premium chocolate industry. The premium chocolate industry growing 20 percent annually and with the baby boomers purchasing to a greater extent chocolate, they put are putting great underscore on quality and brand when they purchase their chocolates. The underlying drivers of sort are changes that companies go through in the industry and competition conditions. There are 14 total driving forces that drive industry change but Rogers chocolates has 6 driving forces in particular that affect them the most. First are the changes in the long-term industry growth rate because of the decreasing growth rate in the chocolate industry. encourage are the changes in who buys the ware and how they are used because as mentioned in the text, 20 percent of the dark users account for 54 percent of the pre-Christmas sales. Third is commercializeing innovation because their customers and clients had environmental concerns in bettering their packaging, procurement, and operational decisions. tail driving force are the entry or exit of major firms and this can been seen with companies standardized Hersheys and Cadburys moving more toward the premium chocolate industry. Fifth driving force is the regulatory influences and government indemnity changes because larger chocolate manucircumstanceures are seeking a redefinition in the word chocolate under USFDA guidelines so that they could purchase cheaper versions of the product and still call it chocolate. Six and final driving force is changing societal concerns, attitudes, and lifestyle.People forthwithadays are more focused in the way they eat and are more concerned with their diet. Organic chocolate is a major topic and now dark chocolate is b ecoming more popular because it had been proven to be healthier than milk chocolate cause of their heart-healthy anti-oxidant. 2. Rogers Chocolates competitive strategy is basically focused on their rich and long lasting level of their alliance. Rogers Chocolates was founded in 1885 and they were Canadas oldest chocolate company. Some of their products include Empress Squares, Dark Chocolate Almond Brittle, Marquis Assortment, payable Gift Tins, Fruit Nut Collection, and Ice Cream products.Their industry position is not where they hope to be, because of squiffy completion from Godiva, Bernard Callebaut, and Lindt. One thing that management has done is focus their high quality hand wrap chocolates which include Victoria Creams and they have also introduced their specialty items such as chocolate coved truffles, caramels, and orange peels. Rogers Chocolate has introduced their line of sugar-free chocolate which opens up their market to people who cannot eat that much sugar like diabetics.Rogers Chocolates functional strategy and tactics need to improve to be aligned with their competitive strategy, they should not only pride themselves in the uniqueness of how they specially wrap their chocolate they need to be more competitive within their industry by offering more selections of their products like fat-free products or market themselves better like Godiva does when you join their member enrapture for free, every visit when you buy something Godiva gives you a free truffle. Something like that is what Rogers Chocolates need to focus more on. 3.The action that Steve Parkhill should undertake to improve Rogers competitiveness in the Canadian Premium Chocolate Industry is focus more on what their customers want from the product. It is nice and everything that Rogers Chocolates comes nicely packaged but the majority of the people are not interested in that part, though it does pay off attention to the product. The taste of the chocolate is what is important a nd the ingredients it comes from as well. He needs to see what is it about their product that could give them the competitive advantage of their competitors.Also in terms of culture, although Canada is full of tourism, they need to establish themselves in other places where there are high volume of people that like premium chocolate. Expand their products towards the coupled States where people go visit like big cities. 4. SWOT analysis Strengths = Premium chocolate markets grows 20 percent annually, high quality hand wrapped packages, stores are located in tourist areas (cruise ship traffic), well established in history, high quality ingredients.Weakness = Name is not recognized internationally, blowup of the company is not considered, the sales agents do not provide links of their resellers to the website so customers do now know all the places that sell Rogers chocolates, do not sell my the majority to their customers Opportunity = Expand their products to the U. S. or internat ionally, become a public company to get more exposure, produce organic items Threats = Hersheys and Cadbury moving towards the premium chocolate market, many competitors (like Godiva) , Board members do not want to grow, potential selling of the company to investors, post 9/11 tourism is slowing down.The future for Rogers Chocolates looks like it is going to carry on steady with no real big changes coming in the future. They will keep their rich history going but it does not seem like anytime in the future Rogers Chocolates will be expanding their business. 5. At first Rogers Chocolates was in a strong financial position due to the fact that the company was privately held and did not have to deal with public shareholders. But just after the ongoing shareholder acquired the company, growth had substantially slowed down in the past years.Tourism has fallen down a lot as well since September 11. 2001 and the decline of the dollar has not helped much the financial either. Rogers Choco lates level of profitability is doing well with Canadas market for chocolate being $167 million dollars annually that is a big chunk of the market share for Rogers chocolate to work with. Their liquidity seems to be doing well, Rogers chocolates has strong resources in keeping their facilities and raw materials working well. Though there is a lot of populate for Rogers Chocolate to expand they seem to be operating at an average level.