Market Analysis and Sales Development of Godiva-Hong Kong

This assignment aims to conduct a market analysis and sales development for Godiva-Hong Kong. The company, founded in Brussels, Belgium in 1926, is known for its fine chocolates and other products. The research will analyze the current marketing strategy and sales growth of the company, identify strengths and weaknesses compared to rivals, and suggest strategies to increase sales volume.

Market Analysis and Sales Development of Godiva-Hong Kong.
Background
Godiva Chocolatier is a Hong Kong based company which began its processes in 1926 in
Brussels, Belgium. The company is recognized as one of the leading brand of fine chocolates.
The fine products of Godiva range from praline chocolates, shell-molded chocolates and truffles,
coffees, biscuits collections, chocolate drinks representing the dedication of the company
towards excellence. Godiva has been embodying the art of chocolates with a creative and
innovative approach towards texture, flavor and appearance.
Aim of the study
The aim of the research is to analyze the Hong Kong market of Godiva and find the size of the
retail network of Godiva. The customer responses towards Godiva would be asked so as to go
through the interest of purchasing and using of Godiva products. Therefore, the demand of the
products would be analyzed in this project so as to accomplish the business objectives and sales
development of the company.
According to Kotler, Rackham, and Krishnaswamy (2006), the sales function is considered to be
the closest contact to their customers and further a strong customer orientation (Homburg and
Jensen, 2007). Therefore, the information must be shared with the market analysis and R&D
department so as to improve the process of assessing, finding and selecting better and innovative
ideas for the company.
Research questions
1. What is the current marketing strategy and sales growth of the company?
2. What are the strengths of the company as compared to its rivals?

3. What are the strategies that can be employed by the company for advancing the sales
volume of the company?
Research objectives
1. To determine the current marketing strategy and sales growth of the company.
2. To determine the impact of market segmentation and strategies on the market and sales
performance of the company.
3. To determine the various aspects for increasing the sales development and market
presence of the company.
Research methods
Research design
The paper will follow the approach of a case study in order to understand the various aspects of
the market presence and sales development of the company. This approach would be the best in
order to understand the current position and future state of the company with further
improvement in the company (Baxter, P., & Jack, S., 2008). The mixed research design would be
beneficial in conducting the research study and the paper will combine the qualitative as well as
quantitative data collection and its technique (Dörnyei, Z., 2007).
Data collection
The paper will use the qualitative as well as quantitative approach for collecting the data.
1. Semi-structure
For determining the current position of the market and the sales growth of the company, semi-
structure, in-depth interview will be conducted in for the company so as to encompass the themes
and questions related to the current as well as the future state of the company. The outcome of
these semi-structured interviews will be studied. This mode will be beneficial in providing the

knowledge which is associated with the internal and external factors of the company that might
affect the future performance of the company. Three interviews will be conducted with an
overall duration of around 45 minutes to an hour.
2. Group interviews
In order to determine the sales performance and development of the company, the employees
will asked to participate in the group interviews so as to assess the perceived values and market
position by the employees of the Godiva. Group interview methods would help in determining
the relationships in the various departments of the company.
3. Questionnaires
The questionnaire is a statistical tool for analyzing the desired data and information regarding the
issue from the respondents. These documents are printed and then distributed among the
respondents and may have various subjective and objective questions. This methods helps in
collecting the opinions of the people along with evaluating the answers. Therefore the customer
satisfaction and other related views can easily be estimated using the questionnaire. It will have
twenty questions and will intend to collect as much information as it can. The customers will be
given questionnaire via the mail to over eighty customers. In order to avoid any type of bias,
random sampling will be performed.
4. Multi-source secondary data
The annual documents, reports and forms of the company will be used for conducting the
analysis of the company so as to determine various factors affecting the internal and external
environment of the company.

Project Timeline
The research will be conducted in the period of around three months which will begin from 13th
February and will end in the 1st week of April. Further, the timescale given below will show the
activities which will be taken into consideration while completing the research. Therefore, the
timescale is shown with the help of the Gantt chart. The following table represents the course of
activities to be performed during the whole project.

Data analysis
The company will utilize MS excel tool for analyzing the data where charts and graphs would be
used for interpreting the data. This data will be helpful in determining the findings of the
research study.
Resources
Equipment
MS excel will be used as the statistical tool for analyzing the collected data.
Finance
During the primary research various resources like stationary, telephone expense, travelling
expense etc. would be the financial expenses. It would require the most of the financial expense
due to the first-hand information being collected in this step.
Data access
The researchers would be asked to make a verbal agreement with the company for accessing the
documentation, reports and forms of the annual reports in the company. Further, data would be
taken from the market research report and can easily be collected from the online library.

References
Kotler, P., Rackham, N., & Krishnaswamy, S. (2006). Ending the war between sales and
marketing. Harvard Business Review, 84(7/8), 68.
Homburg, C., & Jensen, O. (2007). The thought worlds of marketing and sales: which
differences make a difference?. Journal of Marketing, 71(3), 124-142.
Baxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and
implementation for novice researchers. The qualitative report, 13(4), 544-559.
Dörnyei, Z. (2007). Research methods in applied linguistics: Quantitative, qualitative, and
mixed methodologies. Oxford University Press.