Essay About Mass Premium Market And Global Marketmost Expensive Chocolate Bars

Rebranding Godiva: The Yildiz Strategy
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Assignment 1: Rebranding Godiva: The Yıldız StrategyShuyang ChenSWOT AnalysisSTRENGTHS: Appointing new board members who are retailer veteransChange in selling place (food outlets)Experienced marketing chairmanStrong distribution and merchandising abilityGood intellectual propertyAbility to rapidly close complex dealsWEAKNESSES:Lost ground of North America since 2008Expensive price settingDifference between Yildiz and Godiva management groupHeavy invest in companys specialty storesIgnorance in global marketmost expensive chocolate bars in the FDM channelfailed to serve the U.S. mass premium market through FDMOpportunities:Increase of global chocolate requirementIndustry inching up to “premium,” higher-priced offeringsthe mass market becoming accustomed to higher-quality, darker chocolatesThreats:shaky sale in North Americacompetitors’ expansion in FDMIssuesShort term:Long term:Bad sale results in the first half year of 2014Discounted Godiva Buts brand of slippingMost expensive chocolate bars in the FDM channelFailure to serve the U.S. mass premium market through FDMChinese growthLost ground of North America since 2008Competitors’ expansion in FDMslipping brand imageProblem StatementChinese growth : Godiva had 51 retail locations and a huge e-commerce system in the vast China mainland. But there was a complete lack of standardization and logistics problems. One day you are serving 3 stores, then the next day you are serving 50 stores all over the place, thousands of miles away from each other, with a poor transportation infrastructure. Case ResponseIt’s very easy to solve the trouble in China. Let us take examples by Net-a-porter, famous luxury online shopping brand, cooperating with Alibaba. Since online shopping is very developed in China but Chinese are not used to open official site but Mobile app，creating an official site in taobao is a best way to enlarge market. By the way, taobao will solve the delivery problem for Godiva since it corporates with every delivery company and 1-day delivery is very mature and common to see in taobao and China.