Case Analysis of Rogers Chocolates Essay

There atomic number 18 multiple issues face up Rogers Chocolates. Rogers has a dated value pro fructify. In order to expand they admit to compromise the history behind the discoloration. The service tactics and packaging is obsolescent fashioned. The need for a different sort was further backed by a consultant hired by Rogers. Their current traditions may be well received in Victoria except they arent functional to fully expand marketplaces. Rogers cross out image was tarnished receivable to the import of bare-ass materials from westbound Africa. West Africa was faced with issues of forced push and child churn used in the business of cocoa beans.In Victoria, matters concerning the social and community of interests environment were important to consumers. This poor brand image had forced some consumers to switch brands. Although one piece of assnot make every consumer happy, it is best to keep an good-hearted imagine in the media. The company had issues keeping tr ack of demand, supply and the employment of burnt umber on an annual basis. This created issues with inventory. Production was likewise slowed, due to the fooling setup and equipment. Production was one shift daily and it was very labor intensive.Rogers also had issues with demand forecasting as it was difficult to track due to seasonality of sales. Rogers product had a shelf life of 6 months but small wholesalers were selling expired products, an different area where the supply to wholesalers should be tracked. other key issue with Rogers was the market they served. Since Rogers relied on serving a corner affluent segment of the market who sought luxury and supreme property, they preoccupied consumers. Their premium price point scared consumers and wholesale accounts away. The consumers of Rogers were also tourists who were steady declining.Rogers Chocolates was also experiencing the dec business line in its foreign consumer base, as the ratio of tourists visit Victoria ha d declined over the years. Recommendations Rogers Chocolates has to target the younger market and update the tendency of its packaging, for some of the items. They should use flashier tins and wrappers to gear to those consumers fall outside of Victoria.However, they should maintain what works for consumers in Victoria. They should take advantage of social media which is less costly as compared to other means ofadvertising to lure in new-made consumers. This de function tramp sales and revenue. They need to increase brand awareness and reach out to a greater number of consumers through electronic or sign advertisement. Television advertisement should also be used in a monstrousr scope. They need to communicate to consumers virtually what they are doing to play their social function in the community. Rogers should go public on what are they doing to promote themselves in the realm of social responsibility. Rogers should tie the community into charity events to create brand a wareness.They need to improve consumers thoughts about their brand due to the issues in West Africa. They need to adopt effective public relations avenues as a means of promoting the positive image of the brand. Sams food shop inescapably a clearer vision, better management and to a greater extent recruitment. They need to decide whether franchising would be a viable and profitable option. Rogers should also add a persona of Rogers burnt umbers at Sams Deli so that the visitors to the restaurant may also purchase the assortment, which could secure new loyal consumers.They should provide bounteous coffee samples at Sams as a market ploy. Rogers production needs improvement. They need to establish effective tools to forecast changes in the consumers demand of chocolate in the local market, and match the production accordingly to avoid extra expenses and excessive waste. They should consider adding more shifts. This allow put further stress on recruiting better workers, however it will make them more efficient. Rogers should adopt better opening, closing and cleaning procedures. They should look into the costs behind mechanical production vs hand made.This can potentially make them more efficient as well. All this should be make without compromising musical note. They should consider offering a more price affectionate product vs broad(prenominal) price point to open the market up to those who arent affluent but still will pay for pure tone chocolates. In their retail stores they should continue creating a positive image of the brand in the mind of the visitors. They should also continue to create strong brand loyalty and continue to market themselves as a unique benefaction item which can be given to others. Porters ModelThreat of bran-new Entrants The growth rate in the chocolate industry is falling, which makes the threat of new entrants low. However, the traditional manufacturers are moving toward premium chocolate in an trial to maintain signi ficant profit margins. This makes a moderate threat of entrants. They are doing this through market acquisitions or up marketing. There is also a greater profit margin in case of premium chocolate which makes it a more attractive tactic for the new entrants. Bargaining king of Consumers Consumers have a moderate level of bargaining power.The loyal Rogers consumers tell the packaging and store experience. Rogers has held onto this traditional view for their consumers. Consumers will pay the higher(prenominal) price because they value Rogers and will not switch brands. Bargaining occasion of Suppliers The suppliers have moderate level of bargaining power. Consumers wanted healthier options but Rogers couldnt gain any support from suppliers to be a part of its organic or fair trade plan of action. Threat of successor products and services The substitute products can be any other non-premium chocolate bar, chocolate products or candy.There are many different chocolate products avai lable and most are an easy to find. There are about 20 options at close reach in the checkout line at the grocery store. Chocolate is readily available and this is a large threat. Most will take advantage of that availability. There are also other services available there may be little private chocolatier companies that play a role in substitute products. vehemence of Rivalry among competitors in an industry The chocolate industry has a high level of competitive rivalry.There were many organizations manufacturing and selling high quality premium chocolate including Godiva, Bernard, Callebert, Lindt and Purdys. The competitors were making efforts to gain a larger market treat through offering high quality products, but they had more cheap prices in comparison to Rogers. SWOT Analysis Rogers Strengths High pre-Christmas sales. indemnity ice cream. Loyal consumers. High quality, luxurious brand image. Market perceptivity through various outlets retail, wholesale, online mail and phone orders.Sams Deli playing a significant role in the sales and favourableness of the chocolate sold by the company. The retail store run by the company was capable of creating a positive image of the brand. Viral marketing more effectively. Internet as a source of marketing, with high quality websites that were easy to use. Rogers Weaknesses The company had issues in case of keeping a ledger of demand, supply and production of chocolate on an annual basis, which inevitably resulted in inventory issues. Poor community outreach. Inefficient daily processes. OpportunitiesRogers has the option to pass over more locations outside of Victoria with better media coverage and advertising. The can bugger off more if they streamline their production process, which will avoid inventory shortages. Rogers can look into acquisitions or up marketing also to better position themselves in the market. Threats Godiva, Bernard, Callebert, Lindt and Purdys. Competitors were making efforts to gain a larger market share through offering high quality products, but they had more affordable prices. Substitute products Multiple chocolate manufacturers not listed, ie Nestle, Hershey etc.