PLANIFICACIÓN ESTRATÉGICA
SOLUCIONARIO DEL PRIMER TRABAJO A DISTANCIA
CARRERAS: AE, AP, CA
1. Establezca la visión y misión de la organización que ha tomado como referencia para su análisis. Nota: La declaración de la misión debe contener al menos 5 de los elementos básicos recomendados en el texto guía.
VISIÓN
Para el 2013, CHOCOMADE incrementará su participación en el mercado en un 35%, con lo que esperamos ser una empresa sólida en la línea de productos de confitería a nivel mundial.
MISION
“CHOCOMADE” fabrica, distribuye y vende una amplia línea de productos de confitería, tanto de chocolate y no-chocolate destinado al mercado nacional e internacional; confiamos en la calidad del producto y en la satisfacción de
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Se prevé que la industria del chocolate crezca más rápido que el de las golosinas tradicionales debido a los nuevos gustos de los consumidores.
Fuerzas políticas, gubernamentales y legales: La actual crisis política e inestabilidad ha generado la desconfianza en el sector empresarial e industrial que se ve amenazado por las decisiones políticas a favor de grupos minoritarios.
Políticas sociales como la contratación obligatoria del personal subcontratado o la prohibición al exceso de las horas de trabajo, ha generado que muchas empresas locales cierren sus puertas y migren a países vecinos que ofrecen atractivas leyes en beneficio de la industria.
Las tensas relaciones internacionales con países proveedores de materia prima, hacen que la industria nacional desequilibre su producción normal; sin embargo, el fortalecimiento con otros países vecinos ha abierto la posibilidad de crear nuevos mercados a través de los convenios comerciales.
Fuerzas tecnológicas: La competencia generalizada en la industria y la reducción en la mano de obra utilizada para procesos manuales ha puesto de manifiesto la importancia de la inversión en tecnología de punta, que reduzca los tiempos de procesamiento y costos finales de producción.
Sin embrago, esta tecnología requiere fuertes inversiones a las que ciertas empresas no pueden acceder sin estar seguras de las garantías que los gobiernos puedan
Chocolate was previously considered a “delectable symbol of luxury, wealth, and power” (Klein) in the 1500s. Using modern technology, it is now easily produced. While
The premium chocolate industry is a large market in the United States and continues to grow around 10% annually. It is also populated with very strong
At Scharffen Berger Chocolate Maker, Jim Harris was the COO (chief operation officer) and was with the company for about 18 months and was observing the increased demand for their chocolate. “America’s finest dark chocolate” company wanted to increase production by equipping factories with new machineries and equipment but did not want any difference in the taste of the chocolates they produced. As the company totally agrees on not compromising the taste of chocolates and increase the production in order to meet the rising demand for their chocolates they should probably get into customizing chocolates blend for the mass-market retailer in order to grab huge market share, increase accessibility of the chocolate to customers and provide variety of choice to the customers by maintaining the taste they are known for. As the demand is increasing from 50%, 100%, to 150% by the start of 2006, Harris has to make a significant decision in order to invest Scharffen’s capital budget in expansion of the Company. Harris is recommended to acquire the required machinery in order to fasten the production and increase the capacity of the plant and should be careful about the quantity to be produced as the acquiring of machinery will increase productivity multiple times but the initial demand for
Clare’s Chocolate Cafes has always used good quality cocoa to make their chocolate products. This is, in itself, an amazing marketing product because customers know that while they may be paying a little bit more, the product is worth it. As well, the organization makes a wise customer draw when each hot beverage is served with a high quality chocolate product. The early practice of making chocolate products by hand and providing individual or pre-packaged products, of all sizes, for the customer to select, was
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).
It focuses on the craft of premium chocolate making from cocoa beans sourced from manors around the globe. Cooking procedures are innovative. Production line groups use fastidious artisan abilities to make chocolates that
With the increasing trend in healthy diet preference, the underlying drivers of change of competition in premium chocolate industry at the strongest level are the buyers’ preferences for differentiated, refined products, instead of standardized ordinary products that are no longer demanded. In addition, baby boomers - generation with their disposable income are spending a lot on high quality premium chocolates.
The premium chocolate market has been growing at 20% annually, showing that buyers are willing to pay more for a better tasting and better quality chocolate. The declining growth of the overall chocolate market and rapid growth of the premium chocolate market is positive for current producers of premium chocolates in that the decline
The following statistics stated in the case indicate that “23% of respondents would definitely buy the Montreaux dark chocolate with fruit product and 40% would probably buy the product.” These average ratings strongly suggest that this product should be introduced into the market very gradually. This strategy would enable the company to evaluate consumer buying patterns so that the company could determine future production levels and future marketing strategies that benefit both the company and the consumer. Financial information given in the case also indicates that the company needs to introduce this product very conservatively. Exhibit 1 informs that with 5.98 million total purchases, low awareness, low ACV and mediocre product, Montreaux would gross $17.44 million. Exhibit 2 shows that with medium awareness, medium ACV and an average product Montreaux would gross $25.1 million. These figures do not meet Montreaux’s objective of earning at least $30 million in its first year. Exhibit 3 shows a slightly improved situation: with high awareness, high ACV, and an excellent product, Montreaux would gross
Chocolate became “a respected scholarly subject” only in recent decades suffering from “puritanical prohibitions” of discussing food or writing about it that were recognized standards of behavior in the Western world. The reviewed book The True History of Chocolate is a valuable addition to what the public knows or, rather, does not know about chocolate, with an interesting historical background that makes an entertaining and useful reading and extends one’s knowledge of things we use daily, sometimes without realizing their long history of evolution and multiple meanings.
Jorge’s dream can definitely be a reality with the use of the proper tools that will differentiate him from his competitors. Jorge needs to position Chocolates El Rey in the proper market by conducting research and analyzing who his exact target market is. He needs to display the key attributes about his chocolates in order to build brand awareness and gain new customers. The chocolate industry is a huge industry which entails a large market to which Venezuela could penetrate. Venezuela has some of the best cocoa in the world, and this is exactly what consumers’ need think of when they hear the name “Chocolates El Rey”.
La publicidad debe persuadir. Se buscan beneficios, o soluciones a sus problemas. Los atributos de lo que se
Consintió igualmente la creación de subequipos dentro del propio equipo; Fester y Link por un lado, haciendo con ello que los demás miembros del equipo se sintieran apartados e inferiores a ellos. A ello contribuyó incluso el propio Knowlton, al convocar una reunión únicamente con Link y Fester para examinar las nuevas teorías que este había desarrollado, en lugar de evaluarlas delante de todo el equipo como se había hecho hasta entonces.
El cuestionamiento referente al ejercicio de la Responsabilidad Social, se aborda en éste texto desde el entendimiento de un aspecto circunstancial involucrado globalmente en el entorno empresarial, el comportamiento de los individuos. La manera en la que una persona actúa es, a menudo, el reflejo mismo del nivel de formación de dicho sujeto y el resultado de todas sus acciones, ejecutadas a título personal o dentro de una organización, tienen incidencia directa, buena o mala, sobre la sociedad. Sin embargo, incurrir en un análisis sobre el comportamiento
2) Desde la perspectiva de Bob O´Connors, ¿qué aspectos críticos te preocupan con respecto a la inversión de Walnut en tu empresa, cómo resolverías dichos aspectos?