Rebranding Godiva: The Yildiz Strategy
Essay by qiuqiuaixizao • November 26, 2018 • Case Study • 295 Words (2 Pages) • 1,419 Views
Assignment 1: Rebranding Godiva: The Yıldız Strategy
Shuyang Chen
- SWOT Analysis
STRENGTHS: Appointing new board members who are retailer veterans Change in selling place (food outlets) Experienced marketing chairman Strong distribution and merchandising ability Good intellectual property Ability to rapidly close complex deals | WEAKNESSES: Lost ground of North America since 2008 Expensive price setting Difference between Yildiz and Godiva management group Heavy invest in company's specialty stores Ignorance in global market most expensive chocolate bars in the FDM channel failed to serve the U.S. mass premium market through FDM |
Opportunities: Increase of global chocolate requirement Industry inching up to “premium,” higher-priced offerings the mass market becoming accustomed to higher-quality, darker chocolates | Threats: shaky sale in North America competitors’ expansion in FDM |
- Issues
Short term: | Long term: |
Bad sale results in the first half year of 2014 Discounted Godiva But's brand of slipping Most expensive chocolate bars in the FDM channel Failure to serve the U.S. mass premium market through FDM Chinese growth | Lost ground of North America since 2008 Competitors’ expansion in FDM slipping brand image |
- Problem Statement
Chinese growth : Godiva had 51 retail locations and a huge e-commerce system in the vast China mainland. But there was a complete lack of standardization and logistics problems. One day you are serving 3 stores, then the next day you are serving 50 stores all over the place, thousands of miles away from each other, with a poor transportation infrastructure.
- Case Response
It’s very easy to solve the trouble in China. Let us take examples by Net-a-porter, famous luxury online shopping brand, cooperating with Alibaba. Since online shopping is very developed in China but Chinese are not used to open official site but Mobile app，creating an official site in taobao is a best way to enlarge market. By the way, taobao will solve the delivery problem for Godiva since it corporates with every delivery company and 1-day delivery is very mature and common to see in taobao and China.
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