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The godiva europe company Created in 1920 by Joseph Draps in Belgium (headquarter in Brussels). The company was purchased in 1974 by the multinational Campbell Soup Company. 3 decision centers: Godiva Europe, Godiva USA and Godiva Japan. production capacity of 3 000 tons per year based in Brussels. 1990: annual sales of 926 million belgian francs.After the Belgium market, we have 5 majors market in europe served by Godiva europe through it manufacture in Brussels: • • • • • France UK Germany Spain Portugal

Then we have the two most important market internationally which are USA and Japan market respectively served by Godiva USA and Japan. production volume (Europe): 55% of the european production is sold under the Godiva brand name. about10% is sold through private labels arrangements. about 10% is sold under the brand Corné Toison dʼor. 25% of the european production is sold directly to Godiva Japan and USA (company transfer price). 65% of the total sales are made in Europe under the brand name Godiva. distibution = more than 22 airport duty-free shops throught the world. => this aspect help Godiva to establish the internationalbrand image.


The world chocolate market Chocolate lends itself to multiple preparations: eaten or drunk, munched or savored. 4 categories: • • • • bars of chocolate (filled or not filled) chocolate candies chocolate «pralines» (hand-made, decorated and luxurious packaging) other chocolate preparation

Chocolate confectionnery world consumption(in thousand of tons): From 1980 to 1989, the world consumption increase constantly from; 2 359 tons to 3 083 tons. From this indicator of world comsumption, we can said that Godiva is playing in a growing international environment. Chocolate confectionery consumption per country in 1989 (in country where the Godiva is establish): due to the exhibit 3 ,we can see that chocolate confectionery is moreappreciate compare to chocolate candy: chocolate candies: between 0.44 and 3.17 chocolate confectionery: between 1.21 and 9.41 In this exhibit the leader in chocolate confectionery are: Switzerland : 9.41 UK : 7.15 Germany: 6.81 Belgium: 6.09 Evolution of the chocolate confectionery consumption average yearly growth rate: from 1980 until 1989 we have a increas in consumption in very country whereGodiva is sold. We have also a average increase of the growth rate in every country from 0.42% for the lowest which is Germany and 8% for Italy but Italy as the lowest consumption (kilograms per person with 1.84 in 1989). Belgium, Germnay and Switzerland have probably reached a plateau in terms of per capita consumption. Purcahse behavior of the chocolate consumer: The behaviour of the consumerof chocolate pralines is much more delibarate and involved.


The higher price of chocolate praline limit more the impulsive purchases that we can find in the consumption of chocolate bars. Chocolate praline will be purchase as a gift while chocolate bars will be purchase for selfconsumption. the caracteristics that make praline appreciate by consumer(Belgium servey): sensitive aspect: • • • • • • refined and fine strong and powerful taste particular form the consistency of chocolate melt in the mouth the feel of the chocolate to the touch

in the consumer mind: • the idea of health • a pure chocolate devoid of chemicals 1 Godiva chocolates in the world International image of Godiva: they want to have the image of a luxury chocolate that istypically Belgian. description of every country where Godiva is establish : Belgium Birthplace of chocolates and the brand Godiva. 60% of purchases, chocolate are offered as gifts and consumers make a clear distinction betwen a purchase of self-consumption and for a gift. However the chocolate image have a little bit decline because its comparable to flower as a gift than to a luxury product....
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