Premium Essay

Gourmet Chocolate Product

In: Other Topics

Submitted By vivien
Words 5795
Pages 24
Guide to Writing a Business Plan

Instructions:
1. Complete as many sections in this document as possible, or as required.

Throughout this document, ANZ has inserted example text to help guide customers on how to complete each section in a business plan. The text is RED and based on a fictional company called Chartwell’s Chocolates.

Once you have read this text and understood how each section is to be completed, ensure that you replace this example text, with your own.

2. Save the document regularly whilst completing. 3. On completing your business plan, refresh the Index on page 3. For Microsoft Word users, right-click anywhere in the Index menu, select ‘Update Field’ and then ‘Update Entire Table’. For those using other Word Processing applications please update manually or refer to your help manual.

Business Plan

Insert Company Name here…
Insert Company Slogan here…

Prepared By: Date Prepared:

INSERT NAME INSERT DATE

2

Index

BUSINESS SUMMARY ............................................................................................................5
About the Company ............................................................................................................................5 Your Products and Services................................................................................................................5 The Market ..........................................................................................................................................5 The Business Potential .......................................................................................................................5 Mission, Goals and Objectives............................................................................................................6 Strategies…...

Similar Documents

Premium Essay

Chocolate Branding Product Launch

...For my product I have to develop a marketing strategy for an existing  product but redeveloping it to meet my target market's specification.  This is to be targeting;  * A market of young adults, aged between 16 to 25 years old,  * Have attracting and eye catching packaging,  * Have a milk chocolate and nut filling,  * Be a larger more interesting size,  * To weigh no more than 40g,  * Keep its original shape.  * Finally, to be heavily advertised.  All these conclusions have been made through my research and market  surveys as represented in my questionnaire result's graphs (in  introduction section) and with other secondary research on Cadbury's  confectionary markets (in the appendix).  Therefore my product will be called Cadburys 'Nutty Buttons' and my  advertising slogan is going to be 'Go on, go a little nuts!' The  product will keep its customary packing, so customers can refer to the  existing product and its successful reputation. The packaging will be  purple with a picture of a 'Nutty Button' in the middle and the slogan  on the side. Therefore my product would come under the 'Product  Diversification' criteria of the Ansloff Matrix, as it is a new  product with an extension strategy that appeals to a new market. This  will therefore increase Cadburys revenue, as I will make money from a  previously untouched market. I chose to develop an existing product of  Cadburys, because through my internal and external research......

Words: 2191 - Pages: 9

Premium Essay

Chocolate

...Running head: ETHEL’S CHOCOLATE LOUNGES 1 “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success” Katherine Banks Strayer University Author’s Note This paper was prepared for Marketing 100, taught by Dean Carol Williams. ETHEL’S CHOCOLATE LOUNGE 2 Abstract This paper is being prepared to research the choice consumers make to numerous visits at Ethel’s Chocolate Factory. It is also an effort to illustrate the type of consumer buying choice that best describes the selection to indulge at Ethel’s. It will focus on what factors that influence a consumer to spend money and time at Ethel’s. An explanation on which factor I think will motivate a consumer the most will......

Words: 1042 - Pages: 5

Premium Essay

Cowgirl Chocolate

...Even in the highly competitive “chocolate” and “Spicy food” business, Cowgirl Chocolate has managed to offer a unique and a very high quality product which sets itself apart from other players. This has enabled Cowgirl Chocolate to penetrate into some very niche channels and access wide geographical markets. However, despite Marilyn’s international reputation and stellar product, she has been unable to fully capitalize on the opportunity due to a less than solid customer base. The unwillingness to modify her product (toning down the spiciness) to meet the customers preferences, in spite of receiving direct feedback from customers seems to directly affect the profitability of her operations. My marketing strategy will be focused on customer acquisition with the objective of increasing the bottom line profits as opposed to customer management (where there is already a strong customer base and the objective is to retain these customers). Based on this strategy, I recommend Cowgirl Chocolate to shift its focus from the very limited customer base in the hot and spicy market to the potential customers in the chocolate market. In order to do this, Cowgirl Chocolate should introduce a new variety of chocolate with a toned down level of spiciness and a unique flavor which would appeal to a greater number of end users. Customers: In the current state, it is clear that Marilyn does not have a holistic understanding of her customer base. One of the things she does know about her......

Words: 1953 - Pages: 8

Premium Essay

Chocolate Industry

...high quality handmade chocolates in the Australian chocolate making industry. SI would come under the umbrella of the specialised chocolate makers who compete differently to the Large Chocolate manufacturers. The large chocolate manufacturers generally have large manufacturing facilities, manufacture in bulk and gain economies of scale. They compete primarily on reasonable quality product for a lower than average price to a large scale consumer market. Whereas the specialised chocolate makers compete primarily on quality products to a consumer who does not have price as the main criteria for choice. These fine chocolate makers cater to a niche market. The industry Chocolate making industry is 55% of the Australian Confectionary Industry of approximately $3.6 billion at around $2 billion. By industry standards SI’s market share at 2,3% or $44 million is relatively small. Value Chain SI: Purchase Cocoa beans-(Roasting, Chocolate making)-Product Development-Marketing (collaborations with other gourmet food mfgs)- Retailing(company owned outlets). Industry Segments In general industry segments are based on the characteristics of the product or service. Those products or services can be linked to customer/market segments. Industry segments in the chocolate making industry are Bars, Blocks, Boxed, Seasonal. If one looks at the timing when a majority 80% of boxed chocolates are sold one can see that it is during the same time that the seasonal chocolates are produced and......

Words: 1857 - Pages: 8

Premium Essay

Joy of Chocolate

...JOY OF CHOCOLATE J.O.C. (Joy of Chocolate) was created in 1999 by Suzy Campbell and is based in Stirling. She funded her new business with her redundancy package from Safeway Stores where she had been General Manager. Suzy’s motivation was to fulfil her ambition of having her own business and achieve her dream of creating gourmet chocolates. In the five years prior to her redundancy Suzy had spent her holidays achieving professional qualifications in chocolate making and before starting the business she had spent six months gaining valuable work experience with various chocolate firms in Europe. In the early days Suzy considered survival a major achievement but as time passed her ambitions for the business grew. Suzy’s career in retailing had given her valuable managerial experience. She was skilled in forward planning and had sales expertise developed through the years working with food suppliers. Suzy believed that existing chocolate suppliers focused on importing a finished product rather than developing their own goods. Suzy quickly realised that there was a niche in the market supplying a wider range of gourmet chocolates to business customers. To penetrate this market Suzy had firstly, targeted luxury restaurants and hotels with gourmet chocolates for their guests and secondly she approached organisations offering to supply them with corporate gifts. Suzy knew that the way forward was close attention to detail and offering a unique...

Words: 2797 - Pages: 12

Premium Essay

Cowgirl Chocolates

...husband, Ross Coates, started Cowgirl Chocolates in an effort to help fund one of their other business ventures, High Ground, a once-a-year arts magazine. The company had already won several awards in food competitions and received awards for the product packaging for their chocolates. The main issue facing Marilyn is how to price, promote and position her chocolates to become and remain profitable. The short term issue is becoming profitable quickly and using a robust pricing strategy to influence sales in a positive way. The long term issue is tailoring that strategy to sustain the company’s growth. Cause of Problem: The main issue at hand is to figure out how to turn her award winning chocolate into profits. Product considerations in pricing had to be taken into account as her chocolates have a shelf life and if she gets into a bad distribution sale like before she will run out of shelf life. Marilyn wondered how the price and size of the chocolate bar affected the consumers purchase decision, and how consumers evaluated the quality of each of the competing chocolate bars when making their purchase. Demographic, psychological, and price elasticity factors must be investigated in order to evaluate their pricing to consumers. She also thought that if her product would have been placed with similarly priced goods it would sell Kitchen Market New York. She just was not sure how her product should be priced compared to other products in the store. In order to do......

Words: 1317 - Pages: 6

Premium Essay

Chocolate

...Montreaux  Chocolate  USA  is  not  ready  to  do  a  full  scale   launch  of  the  dark  chocolate  product  right  now   2013(Forecast Product(Quality Awareness ACV Mediocre High High Average Medium High Average High High Excellent Medium High Excellent High> Medium Excellent High High Volume $32.8M $30.5M $35.9M $33.1M $32.1M $39.0M No  launch  strategy  that  meets  the  $30MM  hurdle  rate  is  on  target  for  Montreaux’s  2013   goal  of  $51MM       Very  low  levels  of  awareness  (maximum  of  20%)  and  ACV  (maximum  of  79%)  for  the   current  product     Montreaux  is  also  undecided  on  the  majority  of  its  markeJng  mix  and  launch  strategy   Montreaux  needs  to  clearly  define  the  product  and  the   marke=ng  mix   What  we  know  about   the  product     Price   CompeJtor  is   launching  a  similar   product   Product  type  (fruit   flavoured  dark   chocolate)   What  We  Can   What  we  do  not  know  about   Determine  Without   the  product   Further  Tes=ng   PosiJon   ✓   Mass  Market  vs.  Premium   ✓   Target  Audience   ✓   Product  Name  ......

Words: 1438 - Pages: 6

Premium Essay

Chocolate

...Montreaux  Chocolate  USA  is  not  ready  to  do  a  full  scale   launch  of  the  dark  chocolate  product  right  now   2013(Forecast Product(Quality Awareness ACV Mediocre High High Average Medium High Average High High Excellent Medium High Excellent High> Medium Excellent High High Volume $32.8M $30.5M $35.9M $33.1M $32.1M $39.0M No  launch  strategy  that  meets  the  $30MM  hurdle  rate  is  on  target  for  Montreaux’s  2013   goal  of  $51MM       Very  low  levels  of  awareness  (maximum  of  20%)  and  ACV  (maximum  of  79%)  for  the   current  product     Montreaux  is  also  undecided  on  the  majority  of  its  markeJng  mix  and  launch  strategy   Montreaux  needs  to  clearly  define  the  product  and  the   marke=ng  mix   What  we  know  about   the  product     Price   CompeJtor  is   launching  a  similar   product   Product  type  (fruit   flavoured  dark   chocolate)   What  We  Can   What  we  do  not  know  about   Determine  Without   the  product   Further  Tes=ng   PosiJon   ✓   Mass  Market  vs.  Premium   ✓   Target  Audience   ✓   Product  Name  ......

Words: 1438 - Pages: 6

Premium Essay

Cg Chocolates

...JOY OF CHOCOLATE J.O.C. (Joy of Chocolate) was created in 1999 by Suzy Campbell and is based in Stirling. She funded her new business with her redundancy package from Safeway Stores where she had been General Manager. Suzy’s motivation was to fulfil her ambition of having her own business and achieve her dream of creating gourmet chocolates. In the five years prior to her redundancy Suzy had spent her holidays achieving professional qualifications in chocolate making and before starting the business she had spent six months gaining valuable work experience with various chocolate firms in Europe. In the early days Suzy considered survival a major achievement but as time passed her ambitions for the business grew. Suzy’s career in retailing had given her valuable managerial experience. She was skilled in forward planning and had sales expertise developed through the years working with food suppliers. Suzy believed that existing chocolate suppliers focused on importing a finished product rather than developing their own goods. Suzy quickly realised that there was a niche in the market supplying a wider range of gourmet chocolates to business customers. To penetrate this market Suzy had firstly, targeted luxury restaurants and hotels with gourmet chocolates for their guests and secondly she approached organisations offering to supply them with corporate gifts. Suzy knew that the way forward was close attention to detail and offering a unique...

Words: 2797 - Pages: 12

Premium Essay

Gourmet

...International Journal of Academic Research and Reflection Vol. 2, No. 2, 2014 INTEGRATING STRATEGIES OF ENTREPRENEURSHIP-GOURMET PAKISTAN: CASE STUDY FROM PAKISTAN Dr. Fareeha Zafar University of derby, England & GCU, Lahore, Pakistan Email: dr.f.zafar@gcu.edu.pk Shakeel Ahmad, Muhammad Ali Zafar & Sara Sheikh Ms- Management, Institute of Business & Management, UET, Lahore, Pakistan Corresponding Author Email: alizafar123@hotmail.com ABSTRACT This paper aims to get to know how integrating strategies boost up entrepreneurship. The study has shown that the dynamics of prevailing market structure, Applying creativity to develop innovation, culture, entrepreneurial leadership, economic transition, networking structures its stages and management resources are key integrating strategies for entrepreneurship. Moreover, capital and tax polices play a vital role in boosting up entrepreneurship. Study of Gourmet Pakistan gives strong support that mentioned strategies boost up the entrepreneurial process. The research methodology used in this paper is face to face interview, financial reports & official website of Gourmet Pakistan. Keywords: Innovation, Entrepreneurial Leadership, Networking, Technology. INTRODUCTION The term entrepreneurship cover a broad range of activities and processes, including innovation and creation of an organization, creation of new visions exploration of opportunities and risk taking asserts the essence of entrepreneurship is......

Words: 4592 - Pages: 19

Premium Essay

Chocolate Factory

...increase awareness among chocolate lovers b. to build loyal customer base 3. definition and insights of target audiences a. STP b. Insights 4. concept for the launching of chocolate facts a. life is chocolately bitter sweet i. life is like a chocolate that has bitter and sweet taste 1. bitter time in life ( chocolate to comfort 2. sweet time in life ( chocolate to celebrate 5. marketing communication massage & channels (viral/online and consumer activations) a. IMC i. Advertising ii. Public Relations iii. Sales promotions iv. Activations v. Viral vi. Website 6. Detailed budget for the entire program 7. success measurement methods a. lead back to objectives SITUATION ANALYSIS [Market Analysis] The level of chocolate consumption in Thailand is considered as relatively low when compared to other foreign countries, especially those in Europe region. Although the chocolate consumption rate in Thailand has gradually increased from 0.144 kilogram per year per person in 1997 to 0.26 kilogram per year per person in 2007, countries in the Europe region have the chocolate consumption rate as high as 11 kilogram per year per person. While country in Asia like Japan has the consumption rate of 2.2 kilogram per year per person. Therefore, the chocolate market in......

Words: 6000 - Pages: 24

Premium Essay

Sobe Chocolate

...[pic] introduction Since its inception, SoBe has branded products that are considered an alternative to conventional market offerings. Originally a beverage company that introduced a line of performance enhanced teas which included special additives such as ginseng and panax, the brand’s edgy persona has been extended to fruity energy drinks, sports drinks, chewing gum, soda, and, most recently, chocolate. Extending the SoBe brand image to performance enhanced chocolate has proven challenging. The SoBe Chocolate group (operating in conjunction with HVC Lizard Chocolate) has tried, with some success, to create a new confections category centered on the concept of functional indulgence. Yet, the product line suffers an identity crisis with consumers who are not used to the inclusion of performance enhancers in chocolate. Initial packaging and marketing efforts have not adequately educated the market and consumers are not associating the SoBe brand identity with a chocolate bar, or SoBe Chocolate to the confections category. Situation The Life and Times of SoBe SoBe came to life in 1996 as the South Beach (SoBe) Beverage Company. Founded by two Pepsi alums, Mike Schott and John Bello, the company introduced a beverage line that “defied convention”. The attitude at SoBe is characterized by the following from John Bello: “Mike and I came from Pepsi, where things get massaged into mediocrity. I don't think Coke or Pepsi would ever put out a......

Words: 7631 - Pages: 31

Premium Essay

Chocolate

...Specialty foods, whether gourmet, organic or all natural are the rage these days. Formerly available only through farmers’ markets or specialty foods stores, premium fares have gained far-reaching acceptance. Consumers only have to go to the local chain grocery and drug store to find their daily fix. The market for gourmet foods and beverages is currently valued at over $42 billion and is expected to exceed $62 billion by 2009.1 Americans might not need premium treats, but we surely want them and want them daily. Concerned with the high saturated fat and sugar content for decades, consumers have set aside premium chocolates for the most special occasions. Recent research has revealed the potential health benefits of chocolate to the public. More and more people are embracing chocolates, some are even incorporating higher-quality treats into their daily routines. As a result, the premium chocolate market grew at an annual rate of 10.5% during the period between 2001 and 2005 compared to a paltry 1.8% of the overall chocolate candy sales.2 Premium chocolate is far and away the most exciting category in the confectionery segment. 1Steuer, Joan. ”Confectioner: The Chocolate Report”. Chocolatemarketing.com. 2007 2Moran, Michelle. “Category Analysis: Chocolate: Quality Satisfies American Sweet Tooth. AllBusiness.com. June 2006 Links of Interest FAQs, recipes, and a link directory with links to schools, shops, and suppliers. http://www.completechocolate.com/HobbyistConsumer...

Words: 1427 - Pages: 6

Premium Essay

Ethel's Chocolate

...Ethel’s Chocolate Lounge Dr. Emily Crawford Principles of Marketing Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate Lounge is a restaurant with gourmet chocolates where consumers could relax. This lounge was trying to be like a Starbucks. They wanted to sell gourmet chocolates for decent prices. The best type of consuming decision that best describes the choice to indulge at Ethel’s would be to use the extensive decision making. Extensive decision making is the most complex type of consumer decision making when buying an unfamiliar, expensive product (Lamb, Hair, McDaniel, 2010, p.80). Because Ethel’s Chocolate Lounge provided great quality for consumers, they have a higher level of interest in indulging at Ethel’s. John wanted to maintain Ethel’s special treats, so he continued to make affordable gourmet chocolates. “In our extensive consumer research, women told us they wanted an approachable place to select, purchase, and hangout and enjoy chocolate more frequently. And they said they were tired of mystery middles; where chocolate pieces are tossed off after one bite because the centers aren’t expected. That’s why we created the Ethel’s brand, which includes the first ever approachable gourmet chocolate for everyday and our chocolate lounges,” says John Haugh, president of Ethel’s (chocolateatlas, 2012). Some examples why consumers would use the extensive decision making would be because......

Words: 895 - Pages: 4

Premium Essay

Etherls Chocolates

...Ethel’s Chocolate Lounges: Back to the Future Heloise V. Posey Professor Jane Osburn Marketing Date: April 28, 2012 Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. If this was still the seventeenth century London their high society’s elite would still be gathering in luxurious and secluded surroundings to relax and sip hot chocolate. Good consumer buying is making a decision or choice to indulge in customer satisfaction and evaluation of goods or services based on whether the goods or services can meet their needs and expectations. Failure to do so will almost always result in consumer dissatisfaction with the goods or services. If your consumer is not happy they will pass the word on to their friends and family. Word of mouth is the ultimate in consumer buying decisions. What sort of impact you get or your remembrance of the first impression can be a powerful tool in getting patrons to patronize you establishment. The name Ethel's seem to imply strength, warmth, home, maturity and trust. The type of consumers that will buy at Ethel’s Chocolate Lounges will be the consumers that upon entrance will feel that atmosphere that Ethel’s exhibit. They will want to use the place and be able to meet and greet family and friends for a cup of coffee, tea cocoa and along with enjoying warm atmosphere with chocolate truffles or some of the other delights that Ethel’s sell. As stated in the case study centuries ago......

Words: 1266 - Pages: 6

Atomic Betty (79) | WPS Office - Word, Docs, PDF, Note, Slide Sheet | Lady Tiger (2019) HDRip Telugu (HQ Line Audio) Watch Online And Download 500MB