Strategic Management Analysis of Rocky Mountain Chocolate Factory

Running head: MARKETING MANAGEMENT
Marketing Management
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1MARKETING MANAGEMENT
Abstract
The report has thrown light on identifying the strategic management analysis of Rocky
Mountain Chocolate Factory which is situated in The United States of America. With the
help of the SWOT analysis matrix, it can be identified that there are different kinds of issues,
opportunities along with strengths of the company that has helped the company in improving
their business operations successfully. Furthermore, with the help of segmentation, targeting
along with positioning of the product, the company has been able to gain a competitive
position in the market and it has assisted them in becoming more competitive in comparison
to competitors. Lastly, the recommendations have been provided that will be helpful for them
in securing a strong position in long term.

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Table of Contents
Introduction................................................................................................................................3
Value Proposition.......................................................................................................................3
SWOT Analysis and Summary..................................................................................................4
Target Market and Positioning Analysis..................................................................................10
Conclusion and Recommendation............................................................................................12
References................................................................................................................................15

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Introduction
Rocky Mountain Chocolate Factory is one of the international manufacturers and
franchisors along with retail operator in US, Canada, Philippines along with Japan. The
company was founded in the year 1981 and the key people involved in the incorporation of
the company include Franklin E. Crail who is the founder as well as CEO of the company
(Rmcf.com, 2019).
The main products which are sold by them includes chocolate candies as well as other
confectionary related items to supply its different franchise locations as well. In addition, in
the year 2013, Kellogg’s which is situated at United States of America, partnered with Rocky
Mountain Chocolate Factory in order to release a cereal which will be under the brand of
latter and it contained sweetened corn flakes along with chocolate pieces and almond slices
and the company falls under the chocolate and confectionary related industry.
The mission of Rocky Mountain Chocolate Factory is to provide the customers with
quality, value and variety of products to satisfy the demands of customers. The vision is to
manage money and maintaining proper relationship with the employees along with
franchisees. The main aim and purpose of the report is to analyze the strategic management
approaches and objectives of the company through identifying the SWOT analysis along with
analysis of the target effort.
Value Proposition
The value proposition is defined as the promise of the values which is required to be
delivered, acknowledged and communicated to the customers. It is defined as the belief from
the customers in analyzing how the value can be delivered and experienced for the customers
(Zott & Amit, 2013). The product which has been selected from Rocky Mountain Chocolate