Valrhona

SWOT

Weaknesses

Strenghts

Vision / Mission

Vision Mission Definition

• Unattractive packaging
• Weak consumer recognition
• High prices

• Business to Business reputation
• Sustainable development commitment
• Flavour
• Traceability
• Has its own school

The vision is an aspirational description of what an organization would like to achieve or accomplish. It is intended to serve as a clear guide for choosing current and future courses of action. The Mission is a declaration of an organization's core purpose. A mission is something to be accomplish whereas the vision is something to be pursued for that accomplishement.

SWOT DEFINITION

A framework used by companies to access their internal and external Strengths, Weaknesses, Opportunities and Threats.

Threats

Opportunities

• Seasonality
• Many competitors
• Competitors with better prices

• Potential/professionals clients
• Tremendous room for growth in the Chocolate industry and especially B2C
• Weak consumer recognition

PESTEL

PESTEL DEFINITION

Political:

Fair trade regulations.

A tool used by companies to track the environment they're operating to launch a new project/product/service etc..

Economic:

Raising cocoa price/ decrease in cocoa production,

Social:

Health consciousness: calorie counting

Premium chocolate.

VRIO ANALYSIS

Vision /Mission

Determining our Competitive Potential

Technological:

Production Process, Product Innovation, Innovative Apps

Environmental:

Eco-friendly groups, rainforest destruction, recycling

Legal:

Employment laws, health and safety laws

Value: Valrhona can potentially exploit the B2C market which hosts a great opportunity.

Rarity: Valrhona's B2B has a rareness aspect, as well as their packaging and distribution/vertical aspect.

Imitability: Very tough to imitate Valrhona's model

Organization: Valrhona is very established and vertically ran so they have a great opportunity to capture new value.

Our VRIO Competitive Potential Analysis: Very Strong

References:

Step 1: Assessment for need for organizational Change

pestelanalysis.com

businesscasestrudy.co.uk

managementmania.com

valrhona's-marketing-process.prezi

businessdictionary.com

Mozconsulting.co.uk

Perceptual Map

Perceptual map definition

A technique in which consumer's views about a product are traced (mapped) on a chart. Consumers are asked about their experience with the product in terms of performance, price, packaging, size etc... These answers are transfered into a chart.

Step 2 : Assessment for resources and capabilities

DEFINITION

It is the cycle through which every product goes through from introduction to the eventual demise.

Product Life Cycle

STEP 3 : Formulation of goals and strategy

Questions?

Strategic Plan

Strategies to expand the Maturity or make Pro duct Life Recycle:

Marketing adjustment:New market.

Product adjustment:Adjustment to attract new customers.

STEP 4 : Implementation

Potential for Foreign Markets and/or Gaining Market Shares

Ansoff Product / Market

Benchmarking

B2C

B2B

VALUE CHAIN ANALYSIS DEFINITION

Valrhona is focused on following this framework:

• Market Penetration: Maintaining market share for establish products in established markets
• Market Expansion: Bringing established products into new markets
• Working on these two points lowers the risk

• Chocolates (taste and cooking)
• Snack
• Gift

• Chocolates and pastry makers
• Companies
• Mass retailers
• Retail outlets

It is the whole process that a company does to produce their final items.

Definition :

It is a measurement of the quality of any organization's policies, products, programs, strategies, etc... and their comparison with standard of its peers.

Objectives :

Determine what and where improvements are called for

Analyze how the organization achieve their high performance levels

Use this information to improve performance

Porter's 5 Force factor analysis

Bargaining power of buyers

Threat of new entrants

• No real bargaining when it comes to prices of chocolate
• Chocolate is not generally a very high priced good

* Experience and reputation matters

* Quality of product

* Relatively low profit margin market

* Strong financial capacity

* Distribution channels

Quite weak

Medium/Low

Primary activities: All done in house

Support activities: Some outsourced proccesses

Valrhona in Benchmarking :

- 67 competitors in the world

- Valrhona is above standard -> they're doing premium quality

Competitors

Doing better in the foreign market

Ansoff Matrix definition

It a strategic marketing planning tool that links a firm's marketing strategy to its general strategic direction and presents four alternative growth as a table.

Market penetration, market development, product development and diversification.

Threat of substitutes

Bargaining power of suppliers

• Great chocolatiers products
• Very packed market
• Low priced chocolate
• Really high quality chocolate
• Everyday consumer products
• E.g : Nestlé Dessert

* Almost none / zero (because they produce they are a vertical company)

* Direct and privileged relationships.

* Quality control of their suppliers.

Essentially Zero

High

Modes of market entry / Stage Model

Stage model definition

The Uppsala model is theory that explains how firms gradually intesify their activities, by gaining experience from domestic market before they move to foreign market

The Uppsala model is theory that explains how firms gradually