Peter’s Chocolate Company
To: General Manager
From:
Date:
Topic: Competitor Analysis Report
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Analytical Comparison of Competitors
Callebaut
Although under performing Peter’s in blind taste tests, Callebaut is recognized as a leading product. Like Peter’s, Callebaut is a premium priced and high quality. Callebaut has employed a higher profile marketing strategy, and stronger promotion strategy than Peter’s. Callebaut benefits from a European “myth” in which it is thought that European chocolate is superior. Callebaut has a strong manufacturing plan in place in which it will produce chocolate in the US, thereby lowering it’s production costs and retailing lower than Peter’s. Callebaut’s strengths are in its name, quality, and origin of product. Callebaut’s main weakness is that it under performs Peter’s in blind taste tests. If Peter’s can exploit this, it may prove to be a significant weakness for Callebaut.
Merckens
Similar to Peter’s, Merckens is a North American produced chocolate. Merckens product is above average quality and price. Merckens has a successful distribution network of sales representatives who annually make personal contact with their customers. This is far more extensive than the limited sales network utilized by Peter’s. Merckens competitive advantage is its loyalty of Canadian confectioners and for the time being, its sales staff. Merckens is faced with weaknesses of not producing constructive criticism to customers, and not being well versed in confectionery formulation.
Neilson
Like Peter’s parent company Nestle, Neilson is a large company with large resources. But unlike Nestle, Neilson chooses to sell under its major name and benefits from name recognition. Neilson’s product is not as high quality as Peter’s and sells at a lower price point. Neilson dominates in sales, as it does things on a large scale. They sell to many large distributors, which have access to the masses. Neilson offers a less expensive product than Peter’s and utilizes novelty products to assist with sales. They provide reliable supply of product with no import hassles. Neilson’s main competitive advantages are that it provides a discount on freight and that they have name recognition. Neilson’s main strength is that it enjoys a strong Canadian following. Neilson’s main weakness is that it is currently losing contact with their customers. This divide could prove to hurt their sales in the future.
Cocoa Barry
Cocoa Berry seems to have the least in common with Peter’s in relation to the other competitors.
While Europe and the United States account for most chocolate consumption, the confection is growing in popularity in Asia and market forecasts are optimistic about the prospects in China and India (Nieburg, 2013, para 9). According to the CNN Freedom Project, the chocolate industry rakes in $83 billion a year, surpassing the Gross Domestic Product of over a hundred nations (“Who consumes the most chocolate,” 2012, para 3). If chocolate continues grow popular in Asia, it stands to become even more lucrative.
Market research and information about the industry is very important to the organization because it will allow the organization to position itself well in terms of sourcing chocolate raw materials and in identifying the market for its products. For example, understanding that some chocolate product purchases are seasonal, e.g., at Christmas; around Mother’s Day; and, on Valentine’s Day, allows the organization to have more product on hand and to create displays, in store, that will increase purchases and attract more customers when existing customers tell their friends about the availability of high end products, at reasonable prices, in their store.
Nevertheless, it must “defend” its current market share if not increase it, by maintaining premium quality and develop innovative products. The marketing mix strategies will effectively achieve targeted revenue and profitability in the near future.
Coe, Sophie D., and Michael D. Coe. The True History of Chocolate. 2nd ed. New York: Thames and Hudson, 2007. Print.
Chocolate companies changed from minimal production to massive manufacturing. Thus, targeting different market segments that weren’t possible to reach due to the high cost of the good. The market was able to shift because of the industrialization process that includes several innovations, such as van Houten’s process, this allowed a broad production and distribution of chocolate that spread around the globe.
Charles Chocolate’s sales revenue decreased -1.176% between the years 2010 and 2011. The equation that as used to get that was Revenue Growth= 100 × (Current Value-Prior Value/Prior Value) 100 × (11,850,480-11,991,558/11,991,558). The change in the sales revenue could have happened for very many reasons. Being a premium chocolate making company, their product may not have been very high in demand. Also forecasting the demand for their product was not a very easy thing to do either. Another issue that Charles Chocolate’s faced their competitors, such as Godiva and Lindt, are more of a well known brand then they are.
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