INTERNATIONAL MARKETING: GODIVA EUROPE CASE

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. about 10% 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 international brand image.

INTERNATIONAL MARKETING: GODIVA EUROPE CASE

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 more