After reading and reviewing the case study entitled “Charles Chocolates”, we find an organization based out of Portland, Maine who manufactures premium chocolate. Steve Parkland who had become the new president of Charles Chocolates was tasked with doubling to tripling the size of the company over the next ten years and also dealing with a board of directors who each had their own ideas. The main emphasis was not to lose the quality of the while trying to compete with Godiva, Nestle, Hershey and other international premium chocolate producing companies. Internal and External Pressures: ? Board of Directors (internal) ? Proper forecasting of production and sales (internal) ? Resisting change and new ideas in order to maintain the organizations traditional views (from employees, management, customers and the board of directors)(internal and external) ? Increase in advertizing to push the organization more into the public market (additional costs to the organization that will need to be budgeted)(internal and external) ? Slow growth over the past years (internal) ? Continually working to build the brand image of Charles Chocolates (internal and external) Proposal to overcome pressures: ? Build on current customer base through loyalty and more attractiveness to the organizations brand and products. ? Set up a talented employee base to go out into the market places and present the product in samples to customers while shopping. External presence how vested the company is with the consumer market. It also helps to build trust with potential customers while giving them a taste of what the organization has to offer. ? Expand further into the market through market places that will agree to carry Charles Chocolates. Look for areas with high customer volume and already carry high quality products. ? Modernize the organizations brand while still holding true to the traditional views of the organization. ? Improve internal processes by modernizing the production process in order to produce more products in a shorter period of time, while insuring jobs for current employees to minimize possibility of them resisting changes and modern day training. This study source was downloaded by 100000783007840 from CourseHero.com on 07-12-2021 07:56:39 GMT -05:00 https://www.coursehero.com/file/37240766/DB2docx/ This study resource was shared via CourseHero.com ? Increase advertizing through the internet with and online purchase process and an online subscription program that discounts the first purchase and offers promotions be emailed. Mail out advertisements with coupons for in-store purchases. ? Create a new marketing campaign using the traditional branding of the Charles Chocolates logo but with a more attractive and enticing packaging.
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