In late November 2006 Jorge Redmond, president of Chocolates El Rey, has convened a meeting with management to discuss the growth strategy of the company. A relatively small company, with sales of $ 14 million King produces the highest quality chocolate made from single origin Venezuelan cocoa beans. The company sold its chocolates in four different sectors – food services, manufacturing, distribution and beverages – and exports 17% of its production, mainly to the United States, Europe and Japan. The King had to grow, but Redmond wondered how to achieve growth and how to market the brand “King” in their different target segments and international markets. With only 0.5% of world cocoa production, was it worth trying to establish an image of the country of origin Venezuelan chocolate? If so, how could the King go about this?
by
Rohit Deshpande,
Gustavo A. Herrero,
Regina Garcia Cuellar
Source: Harvard Business School
21 pages.
Release Date: January 4, 2008. Prod #: 508052-PDF-ENG
Case solution Chocolates El Rey
Related Case Solutions:
CEO Evaluation at Dayton Hudson, Spanish Version
Basic Venture Capital Formula
Procter & Gamble India: Gap in the Product Portfolio?
Community Bancshares, Inc.: Uncovering a Fraud
Infosys Relationship Scorecard: Measuring Transformational Partnerships
Atento: Managing the Employee Lifecycle in Brazil
Garmin Case
Daktronics (D): Keen on Lean Manufacturing at Daktronics Inc.
Charles Chocolates (C): January 2013
Whole Foods in Canada