Executive Summary

GODIVA is a premium chocolate brand in UK and is sold to the higher end

income customers. It the company has more than 450 POS around the
globe and is trying to keep its position at the top through venturing into
new markets. These progressions prompted a change to GODIVA's present
corporate strategy, diversification and furthermore, vertical integration in the
practical areas of the organization. Various organizations compete to amass most
of the customers by offering them their desired chocolate. Direct competition for
Godiva Chocolatier incorporates celebrated chocolate making organizations that
all consistently endeavor to be the most famous chocolate selling organizations.
In spite of the fact that it is an industry which is very much challenging, it is
without a doubt very attractive and GODIVA can possibly remain in the arena by
utilizing its brand image and enhancing its market efforts.

1
Contents
Executive Summary...................................................................................................................... 1
Overview of GODVIA .................................................................................................................... 3
Development & Growth ............................................................................................................... 3
The PEST ANALYSIS OF GODIVA ................................................................................................... 3
Competitors ................................................................................................................................. 4
Michael Porter’s 5 Forces Analysis .............................................................................................. 4
Opportunities and Threats (Consumers/Customers) .................................................................. 5
GODIVA’s Internal Environment .................................................................................................. 5
Company Level (VRIN Model) .................................................................................................. 5
Porter’s Value Chain .................................................................................................................... 6
.................................................................................................................................................. 6
GODIVA’s Business-Level Strategy ............................................................................................... 7
Porter’s Generic Competitive Strategy ....................................................................................... 8
(GODIVA Differentiation Strategy)........................................................................................... 8
Research & Development .................................................................................................... 8
Product Differentiation ........................................................................................................ 8
Quality Control ..................................................................................................................... 8
Services ................................................................................................................................ 8
Possible Strategies to Be Implemented ....................................................................................... 9
Cost reduction strategy............................................................................................................ 9
Problem Identification .......................................................... Error! Bookmark not defined.
Alternative strategy ........................................................................................................... 10
Market Expansion Strategy .................................................................................................... 10
Problem Identification .......................................................... Error! Bookmark not defined.
Alternative Strategy ........................................................................................................... 10
Recommendations – Market Expansion Strategy (GODIVA Chocolate Supplements) .............. 12
Conclusion .................................................................................................................................. 12
References ................................................................................................................................. 13

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 Overview of GODVIA
GODIVA was originated in 1926, in Brussels, Belgium. It was established by the Draps family which was
headed by Pierre Draps, and from its modest establishment it turned out to be one of world's most
eminent lavish chocolate brands. GODIVA has extended over Europe to North America, Middle East to
Far East. The story of GODIVA began with the Draps family relationship with chocolate and their fantasy
to share their passion and talent of chocolate with the world.

Development & Growth

Earlier corporate strategy of GODIVA was to be seen as a premium and top notch chocolate brand, a
worldwide player and on the top of the premium chocolate industry, similar to Louis Vuitton. GODIVA
developed with the idea of 'classic chic' during the time with its high caliber, expensive items and gold
boxes.

Be that as it may, GODIVA understands that not every person can bear the cost of $50 box of
chocolates as day to day purchasing. GODIVA entered the mass channel In 2011, with a number of
products ranging from $5 to $10.

Competition and rivalry in the chocolate market was additionally a gigantic factor in the difference in
GODIVA's procedure. Lindt and Sprüngli put their items in the racks of drugstores and supermarkets.
Other chocolate brands, for example, Hersey's, Mars, and Ferrero Rocher were redesigning their
products, presenting premium offerings and better packaging.

A change in the current corporate strategy of GODIVA was initiated due to the prevailing progression,
and also to the expansion and furthermore, vertical integration in its major functional areas.

The PEST ANALYSIS OF GODIVA

Political & UK is the most settled democracy of the world with the law enforced more
Legal effectively than anywhere globally. Fair electoral system. UK also has a
global influence on the political and economic policy making.
GODIVA products have to be labeled in accordance to the regulations set by
the UK government and have to ensure that all the labels and packaging are
approved before selling
Economic UK is one of the largest economies globally with a GDP of $2.79 trillion. UK
market is the one of the largest market for chocolate industry and in 2016,
current value sales of chocolate confectionery increase by 4%, reaching
$18.8Billion (Euromonitor, 2016)
Chocolate confectionery remains popular in UK, with 85% of adults
purchasing chocolate.
Socio-cultural The change of attitude and lifestyle of consumers has greatly affected the
chocolate confectionery market in UK. While consumers are still looking to
indulge, they are also becoming more health conscious. This healthy
indulgence trend causes health conscious consumers turn on nutritious bars
instead of candy bars and the increase in demand of premium dark
chocolates.
Chocolates and holidays are inter related in UK, the consumers purchase
chocolates as gifts on Easter, Christmas, valentine’s and Halloween.
Technological E-Commerce has become very important part of business and it has helped
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 in the growth of retail business upto 60.4%. 78% of the UK population
accounted for having a social media profile in 2016 and use e-commerce for
their purchasing
Environmental The purpose of the UK Environmental Protection is to guarantee
that all Britishers do not face any risk of health and environment. The
government is also making efforts based on the scientific information to
reduce any risks caused by the environment.

Competitors
Direct Competitors and Brand Images

Chocolate is a snack that many individuals appreciate. A wide range of organizations contend to gather
the most clients by having a coveted chocolate. Direct rivalry for Godiva Chocolatier incorporates
renowned chocolate making organizations that all consistently endeavor to be the most well-known
chocolate organization.

 Hershey
 Ghirardelli Chocolate
 Dove Chocolate/M&Ms by Mars, Incorporated
 Gevalia Coffee
 Pepperidge Farm Cookies

Michael Porter’s 5 Forces Analysis

Threat of new  Sales of chocolate has increased by 4% in 2016 creating active platform of
entrants new entrants
 New entrants may not be a significant threat since Mars and Hershey’s
hold high dominance by 64.11% and the market shows high level of brand
loyalty
Threat of substitutes  Demand for healthier snack options is increasing such as candies, biscuits
and chips and nutrition bars are a close substitute of chocolate
 Even during the economic downturn there is a maintained level of the
demand of chocolate
Bargaining power of  Consumer are increasingly concerned with the sustainability and organic
buyers ingredients which influence their choice of purchase and brand
 GODIVA chocolates are priced higher than its competitors such as Lindt
and Ghiradelli. Hence, the cost of customers to new brands is low
 Gourmet chocolate lovers are price conscious and do not opt any
alternate based on price only
 GODIVA has a strong brand image and so with strategically priced
products it holds high retention of its customers
Bargaining power of  Food imported into the UK is guarded by strict regulations
suppliers  GODIVA has pledged to work with suppliers who commit to provide high
quality chocolate for production
 Cocoa bean suppliers are highly unlikely to be substituted since it is the
main ingredient for purchasing chocolates

4
 Rivalry among  Competitors such as Lindt and Ghirardelli have already entered the mass
competing sellers market, posing high competition to GODIVA
 Lower price product brands such as Mars, Hershey’s, Nestle and Ferrero
Rocher are offering premium higher priced chocolates
 Mars, Hershey’s, Nestle, Lindt and Ghirardelli are among the few top
brands which are marketing their chocolates in the FDM channel
aggressively

Through the examination of Porter's 5 forces, it was derived that there is solid rivalry in the chocolate
business. Albeit new entrants and players may not act like a threat and risk to GODIVA, it is significant
that GODIVA keeps up a positive association with its customers and suppliers as they hold direct and
solid power to bargain. Moreover, heavy advertising done by competitors is likely to influence the
loyalty of the customers of GODIVA despite the fact that it has a solid brand image and a loyal customer
base.

Despite the fact that chocolate industry is very challenging, it is without a doubt vert attractive, and
GODIVA can possibly remain in the arena by focusing on its brand image and enhancing its marketing
endeavors.

Opportunities and Threats (Consumers/Customers)

Opportunities Threats
 New products to enter the market –  Strong competitors and aggressive
youth/younger generation with new competition
positioning of youthful, fun innovative,  Growing number of health focused
energetic consumers
 Reaching out wider audience through  Increasing number of substitute
use of new marketing tools such as TV products
channels, social media with investments
in marketing efforts
 Growing number of health focus
consumers
 Strong demand of premium chocolate

GODIVA’s Internal Environment

Company Level (VRIN Model)
Strengths
Valuable:
 GODIVA is considered as the world’s
leading premium chocolate and
chocolate coated products. It has
successfully achieved 32 thousand points
of sales around the globe and has
become a global brand with international
sales rising upto 52% of the company’s
annual sales
 GODIVA is found in more than 80
countries with more 450 boutiques and
shops globally
 GODIVA is further expanding its network
Rare:
 GODIVA is associated with luxury and
affluence when entering their specialty
store and is well known for their gold
packaging and high-end products
 Additionally, their chocolate gives
consumers a fantasy of elite status who
are craving for better than a Hershey’s or
Ghirardelli chocolate.
 The design of the “GODIVA” packaging is
designed to have a “wow” factor as it
represents an attractive and rich looking

5
 to China, Middle East, Russia and Turkey box of chocolate.

Inimitable: Non-substitutable:
 Due the support and financial  Though the market has other
capabilities of its parent company, Yildiz alternatives or substitutes to premium
Holding, GODIVA is able to have strong chocolate such as candies, biscuits, chips
control of its own supply chain as its or mass market chocolates, this is not a
parent company owns major portions of major issue for GODIVA as what those
its supply chain. This allows GODIVA to substitutes do not have is the brand
be able to confine any information name and image that GODIVA has
about their research on possible new  The process GODIVA uses for shell
products and flavors or ways of molding gives them an edge over
manufacturing products and flavors or substitutes as the knowledge required
ways of manufacturing products and for this refine and sophisticated process
developing these new findings is not present in substitutes.
themselves without having to use an
external vendor in any stage of the
process. By doing this it creates a high
level of secrecy without allowing any
new research or development being
prematurely leaked to competitors.
Weaknesses
 As mentioned earlier, GODIVA research and development for its production and innovation
of its product lines are largely enclosed within a closed ecosystem. Due to this, GODIVA would
be required to be in all businesses which they plan to have products for
 Though it is hard for competitors to imitate or replicate GODIVA’s products, as well as
substitutes not having the same brand image and name that GODIVA has, most of GODIVA’s
product prices exceeds all its competitors which results in a major weakness for GODIVA
especially to price sensitive customers.

Porter’s Value Chain

Primary Activities and Costs

Supply Chain Management Belgian atelier (Supplies to R.O.W market, produces in small batches for 800
SKUs)
Operations  GODIVA currently owns the largest global network of premium
6
 chocolate shop
 Due to GODIVA’s reputable global image as luxurious chocolate
company, it has allowed GODIVA to extend its operations around the
globe to cater to the mass of consumers in the world.
Distribution  GODIVA is found in more than 80 countries with more 450
boutiques and shops globally
 GODIVA is intending to continue expanding its number of boutiques
with an estimate of 50 new stores yearly
 In addition to its brick and mortar stores, GODIVA also allows its
customers to pre-order and order from its websites with delivery
services that are as efficient as next day deliveries
Sales and Marketing  GODIVA’s marketing and advertising efforts are coordinated by its
parent company Yildiz Holding.
 GODIVA’s logo was also changed in 2014 to align itself to the
promotions Yildiz Holding to education on Belgian heritage to
improve the awareness that GODIVA origin from Belgian instead of
“somewhere exotic”
Service  Due to recent initiatives to further enhance instore experience for
customers a relocation of instore cashier was made, and the layout
was modified to surround the customers with chocolate, instead of a
previous impression of being a fortress

Support Activities and Costs

Product R&D, Technology,
and Systems Development
Human Resource
Management
General Administration
.
 GODIVA Possess a Global Team Of Chefs, Chocolatiers and taste-
testers which conduct product research and development to further
improve on GODIVA’s product and also expand its current product
range through introduction of newly created products such as Dark
Chocolate Bars with new flavors like Orange & Ginger and Toasted
Coconut.
 Due to the trend of increasing sales being conducted through e-
commerce, GODIVA has been investing into technology advance to
further elevate their e-commerce systems to heighten online
customer experience.
 GODIVA usually sources for candidates from competing brands who
held high ranking positions as it feels it would provide a better fit to
its company through their skillsets and experiences. Such as
appointing retail veterans from Burberry, the Body Shop and
Kellogg’s.
 One of GODIVA’s key focus in its operations and activities is on
sustainable practices. GODIVA is the participating member of the
World Cocoa Foundation (WCF), Cocoa Horizon Foundation, and Save
the Children Foundation to help give to the society and ensure
support of farmers, partners and protect the environment.

GODIVA’s Business-Level Strategy

The core competency of GODIVA is its expert knowledge and capacity to produce a premium quality
chocolates. This enables GODIVA to make one of a kind flavors and extreme smoothness in their
chocolates, which do not have any substitute even its real to be recreated by the rivals (Rao, 2012). As
7
per Porter's generic strategy, differentiation strategy is utilized by GODIVA for focusing on its gourmet
chocolate for its elite class consumers, as well as for the mass market. Its chocolates are promoted in-
accordance with its brand image of modernity and sophistication enabling buyers to be loyal to
GODIVA.

Porter’s Generic Competitive Strategy

(GODIVA Differentiation Strategy)

A broad differentiation strategy employed by GODIVA help GODIVA to differentiate its products from
the ones of its competitors by providing diverse and innovative products and services to the customers.

Research & Development

A broad differentiation strategy is employed by GODIVA. GODIVA's R&D division comprises of a

worldwide group of special chefs and chocolatiers working on the development of new products and
their goal is to develop an innovative, creative and exceptional product that gives customers a broad
assortment and variety of chocolates. (Godiva, 2016) A series of taste testing is done on the new
products before launching it in the market. (The Huffington Post, 2014)

Product Differentiation

GODIVA is additionally separated through its line of items. Through its predominant R&D capacities,
GODIVA can create a tremendous line of items, for instance, their area of Truffles Chocolate which offers
an extensive variety of flavors when contrasted and different contenders. Other than this, GODIVA is
likewise delivering selective items for its exceptional clients not at all like its rivals, for instance, its
Chocolate Dipped Strawberries and Soft Serve Ice-creams. With GODIVA selectiveness in its items joined
by a decent grouping of different items to look over GODIVA keeps the clients faithful to its image and
continues pulling in new steadfast clients.

Quality Control

GODIVA has an extravagant and superb brand picture and is known for its first rate chocolate with
stunning quality. (Cassell, 2010) Before GODIVA's chocolates are made prepared for the racks the
generation division runs various quality checks to guarantee that nature of the item is "GODIVA Worthy".
(Lupo, 2014) With such stringent checks to ensure faultlessness in each piece of chocolate it produces, it

8
isolates GODIVA from its resistance in light of its exactness and perfection.

Services

For the further differentiation of its products, value added services are provided by GODIVA to increase
its product differentiation for example, ivory ribbon services which are specially customized for
customers buying gift boxes, customized messages imprinted on to premium looking cards with a text
limit of upto 40 characters. (Godiva, 2016) GODIVA likewise serves Weddings, Showers and Business
Gifts.

Possible Strategies to Be Implemented

Cost reduction strategy

Problem Identification

Chocolate-dipped strawberries of GODIVA are one of the unique and most remarkable items sold by
GODIVA. It was at first sold just amid the occasions yet because of the ubiquity, it is currently an item
sold throughout the entire year. It came about to add up to the sales of 5.3 million chocolate-dipped
strawberries in 2012 alone.

Regardless, making of GODIVA's chocolate-plunged strawberries is over the top similar to time and cash.
To give the best quality things to the shoppers, GODIVA conveys new strawberries into the kitchen every
morning which are then hand-dove autonomously by the expert gourmet specialists. The system isn't
sufficiently straightforward a considerable measure of abilities and preparing is required to make the
best quality chocolate - plunged strawberries. (Godiva, 2016) Hence, take care of the expense of the
generation, the chocolate-plunged strawberries are sold at a high cost of US$42 for 6 pieces and US$80
for twelve.

(Godiva, 2016)

Shipping is also provided by GODIVA for the chocolate-dipped strawberries and to guarantee the
freshness of the product, special and costly shipping methods are used.

9
 (Godiva, 2016)

Alternative strategy

Vertical integration can be adopted by GODIVA by extending operations in reverse to lessen the cost of
materials provided, bring down the distribution cost, and decrease overheads. GODIVA will have the
capacity to supply itself freely which will diminish the production cost and price, and perhaps expanding
the profits and increasing sales by integrating backwards.

The cost can be controlled and diminished in various zones in GODIVA, for instance, the strawberries
utilized, the work, and procedure of conveyance. With these movements, GODIVA would have the ability
to cut down creation cost and cost without affecting the item quality and will be moreover pulling in the
mass market as it would be more moderate, giving a development in deals and an expansion in piece of
the overall industry.

Market Expansion Strategy

Problem Identification

The World Health Organization (WHO) has suggested in its global diet, physical activity and health
strategy, that the producers of food and snack should start improving the nutritional quality of their
products by bringing down the salts, fats and sugar contents of their products. The WHO has advised the
companies to review their marketing strategies and focus on the marketing practices which uphold the
health issues and promote the products which are healthier. (World Health Organization, 2004) Based
on the results of the Nielsen's 2015 Global Health and Wellness Survey, which included more than 30,000
people about their choices of food and snacks and their willingness to spend on nutritious food, it was
clinched that the buyer market's attitude about sound nourishment alternatives has moved and they will
pay more for items with extra medical advantages and help with weight reduction. (Nielsen, 2015)

After such a shift in the tends of the market, and worldwide efforts by WHO to educate better dietary
patterns to the worldwide consumer market, it has now appeared as problem for GODIVA as consumers
are shifting far away from such snacks that are considered as unhealthy towards alternates that give a
better general nourishing profile. Moreover, with GODIVA's present product line being offered to its
buyers, it can't address the issues of the health conscious consumers who belong to the premium
chocolate industry.

Alternative Strategy

Since the healthier options in the market have low price sensitivity, and the readiness of the consumer
market to spend more for more on healthier options is still consistently expanding, it would not be
successful to execute any strategy pull in more buyers by reducing price. In reality, it would be more
useful for GODIVA to comprehend the neglected needs of its potential buyers and develop a separated

10
product offering the consumer the attributes he is attracted to. (Cravens and Piercy, 2012)

This procedure will help deliver another product offering of GODIVA named as GODIVA Chocolate
Supplements. GODIVA Chocolate Supplements will fill in as a dietary supplement for clients and
buyers which will enter the market as a bit of chocolate instead of the run of the mill pill or tablet
shape. This will convince the expend more nourishments through GODIVA chocolate supplements
which will taste tantamount to chocolate and furthermore give the body all the required supplements
and minerals it needs off. GODIVA Chocolate Supplements will be a mix of GODIVA's available
premium Belgium chocolate, embedded with very much picked supplements and minerals to
influence a tasty, strong and extensively squeezed chocolate to piece centered at the exceptional
purchaser showcase.

Following table lists down possible types of variants of the GODIVA Chocolate Supplement and the
possible different components to be used in the product.

(Nielsen, 2015)

By introducing GODIVA’s Chocolate Supplements, the brand image of GODIVA will be further elevated
11
 as a premium chocolatier for the health conscious consumer. Successful launch of GODIVA’s
Chocolate Supplements line, would enable GODIVA to reach to the segment which had never been
taped before due to its demand for healthy and nutrients fortified snacks. The new line would likewise
have the capacity to serve its current segment of market, as the new line is as yet considered as a
superior chocolate with extra medical advantages pressed into it.

With these movements, GODIVA would moreover need to increment and besides move its
consideration on its endeavors on showcasing from advancing its excellent foundation and history
of GODIVA, to advancing its crisp and new wellbeing cognizant line of chocolate supplements and
highlight on the medicinal favorable circumstances in this chocolate and its top notch quality.

Recommendations – Market Expansion Strategy (GODIVA Chocolate

Supplements)
After much assessment, we inferred that GODIVA's present adapted business strategy is a safeguard as
indicated by Miles and Snow's business level strategies. As a defender, GODIVA presently is keeping up
a safe position as a premium chocolatier brand and offers a product range that is limited as compared
to the competitors. They likewise attempt to secure their domain by offering to the mass market with
chocolates of lower price.

We prescribe GODIVA to move its business strategy as a protector to an analyzer with cost initiative
focused system. As an analyzer, GODIVA can present market development procedure with separated
situating concentrating on another result of chocolate supplements which contender brands still can't
seem to take advantage of. With this move, GODIVA can focus on a more extensive group of onlookers
and increment its piece of the pie.

Conclusion
Through our intensive investigation of both the inner and outside condition of GODIVA, we have
recognized and assessed the qualities, shortcomings, openings and dangers that the organization is
presented to.

With reference in view of GODIVA's corporate and business-level strategies that currently prevail, we
suggest a shift in GODIVA's business-level methodology of being a 'defender' to turning into an
'Analyzer'. By executing this change, GODIVA would be more ready to tap on new improvements and
changes in its industry to guarantee the organization's long haul adaptability and flourishing.

With this adjustment in its business-level strategy, we have then strategized potential alternate
systems that can be actualized to increase the profitability of GODIVA by expanding the aggregate sale
of GODIVA's items in the UK market.

After further indepth examination and appraisal of the substitute systems proposed, we have picked that
the best contrasting option to be considered is the Market Expansion Strategy. Through the utilization of
this, GODIVA would have the ability to cover more gets of its objective market, which earlier GODIVA
items were not capable address. It would empower GODIVA to get a handle on the rising patterns of
wellbeing cognizant clients who will spend for more gainful options. With everything taken into account,
we assume that through the utilization of the Market Expansion Strategy in which GODIVA would exhibit
another item offering 'GODIVA Chocolate Supplements' it would empower GODIVA to better deliver to
the market and impact them to utilize GODIVA items in their everyday lives. This would ensure GODIVA's
whole deal development and position as the market pioneer.

12
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