51769180-Rogers’-Chocolates-Case-final
Transcript of 51769180-Rogers’-Chocolates-Case-final
Rogers’ Chocolates Case•Description, situation analysis, root cause, recommendations and explanations as presented by Team 2•Team 2, in order of presentation:• Elias Soto• Patrick Linton• Richard Kalt• Colleen Hoy•Ashlie MacDonald•John Kapala
Rogers’ Company History
Since 1885
Ownership
Recent Growth
The Chocolate Market
Canadian Chocolate Market
Premium Chocolate Market
Rogers’ Place
The Competition!
Godiva
The Competition!
Bernard Callebaut
The Competition!
Lindt
The Competition!
Purdy’s
Current Operations
• Head office and flagship store located in Victoria, BC
• Production factory located 8 kilometers away from head office
• 11 retail outlets owned and operated by Rogers’
Product Focus
• Focus placed on high-quality, hand wrapped premium chocolates
• A large variety of sweets, chocolates, and related products are currently being produced
• Production of premium ice cream novelty treats has recently been developed
Production
24 000 square-foot manufacturing facility
110 non-unionized retail and production employees
20 employees in management, administration and sales
Markets/ Sales Channels• Four major sales channels:
• Company owned retail stores
• Wholesale of chocolate products
• Online/mail order sales
• Sales from Sam’s Deli
Markets: Retail
11 stores currently in operation Seasonal booths set up at ferry
terminals Stores located predominantly in BC
Markets: Wholesale
Responsible for approximately 30% of sales
Sales have recently dropped due to orders being reduced or eliminated by large accounts
Profit margins in wholesale are approximately half of the margins found in retail
Markets: Online, Phone and Mail Orders
Responsible for approximately 10% of sales
Underutilized sales platform
Markets: Sam’s Deli
Responsible for approximately 10% of sales
Cafeteria style deli in the Inner Harbour in Victoria
Marketing: Target Market, Brand, Advertising
Premium chocolate manufacturer Affluent customer Customer Base Branding Advertising Website
Financials
Income statement
Balance sheet
Financials continued
Cash flow statement
LeadershipPast PresidentJim Ralph (1989-2007)
Grew wholesale business Involved in Rogers’ operations
Current PresidentSteve Parkhill
Previous senior management experience and leadership qualities match requirements in Workopolis Job Add
Shareholder
Leadership
Vice President of Sales and MarketingKate Phoenix (1994-present)
Responsible for 4 markets Supervisor of several staff Develops the marketing plan Assists at Sam’s Deli Delivers product to stores if required Background includes information systems work
and management roles at Gidden Shareholder
Leadership
Vice President of ProductionRay Wong (1990-present)
Responsible for production Works at the factory Works closely with 2 of Kate’s reports Developed all of the internal production
planning systems Background includes knowledge in food
sciences and material requirements planning Does not own shares
Leadership
Vice President of Finance and CFOBjorn Bjornson (1997-present)
Responsible for finance functions Maintains books by hand Background includes CFO at Pacific
Coach Lines, financial management and retail, as well as acquisition and dispositions
Growth Opportunities
1. Customers2. Franchising3. On-line business4. Olympics5. Increase number of stores in Vancouver6. Extend product line – ice cream, sugar free chocolate7. Concentrate efforts outside of B.C.8. Acquisition, JV9. Brand image10. Re-invention11. Increase internal capacity
Goal
Double or triple the size of the company within 10 years.
Situation Analysis
Rogers’ Chocolates is a company grounded in history and traditional. While it has survived and grown for over 120 years, it now faces a new challenge: to double or triple its size within 10 years.
How can a company with major marketing problems achieve such a goal?
The problem...
Target Market› Heavy Users› Affluent Customers› Aging
Brand› Awareness Polarized› Traditional Image / Packaging
Recommendations!
Package Redesign On Selected Products
Expanded Advertising Mainly In New Media
Vancouver Market› Current Locations› Expansion
Other BC Locations
Summary– Now?
Who we are... Where we’ve been... Where we are going... And how we’ll get there.
Come join the sweet life!
Thanks!!
Photo References
http://www.sanfranciscosentinel.com/?p=19552 http://www.godiva.com/subcategory/chocolate-collecti
ons-treats/dark-chocolate-gifts/id/90.gdv http://www.nestle.ca/en/index http://www.bernardcallebaut.com/ http://www.lindt.com/ca/swf/eng/lindt-chocolate/ http://www.purdys.com/Dark-Chocolate-Assortment-P2
1C3.aspx http://www.rogerschocolates.com/ http://www.victoriatravelguide.com/vanvouver-island/c
hocolate-vancouver-island.htm http://www.zimbio.com/pictures/_jhOfjrqny_/Chocolate
+Production+Continues+Cadbury+During http://www.progressad.com/ http://www.phone-numbers-search.com/ http://www.fotosearch.com/photos-images/errand.htm
l