Godiva Chocolatier: Analysis of Market Position and Sales Development

This presentation analyzes the market position and sales development of Godiva Chocolatier. It begins with an introduction highlighting Godiva's strategic approach to product quality and technology. The presentation then provides background information on Godiva, its origins, and product range. Research questions are established to examine the company's marketing strategy, competitive advantages, and sales advancement strategies. Objectives are defined to determine current marketing strategies, sales growth, and market segmentation impact. The methodology section describes the use of primary and secondary research methods, including customer surveys, to assess market strategies and customer behavior. Findings from a survey conducted in Hong Kong reveal Godiva's popularity and its competitive landscape. The analysis section explores the company's strengths and weaknesses. The presentation concludes with a summary of findings and recommendations for maintaining market dominance, leveraging internet marketing, and developing new strategies to compete in the Hong Kong market and increase sales volume. This presentation provides a comprehensive overview of Godiva's market position, sales strategies, and future growth opportunities.

Slide 1: Cover
About Godiva
Slide 2: Agenda
The following Power Point Presentation has been developed to analyze the market position and
sales development of the company and the various factors behind the success of the Company
Godiva.
Slide 3: Introduction
 Godiva has been able to create an impression of bringing into the perspective, the various
strategies that can be applied by the chocolate manufacturing firm which is seen to be in
line with the technology and the product quality.
 The following project has been developed for analyzing the market position and sales
development of the company and the various factors behind the success of the company
Slide 4: 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.

Slide 5: Research Question
 The research questions have been listed below:
 What is the current marketing strategy and sales growth of the company?
 What are the strengths of the company as compared to its rivals?
 What are the strategies that can be employed by the company for advancing the sales
volume of the company?
Slide 6: Objectives
 In light of the research aim, the research objectives were carried out in rode to help in a
better explanation of the research topic which is chosen for this particular study. The
research objective is to determine the current marketing strategy and sales growth and the
impact of market segmentation and strategies on the market and sales performance of the
company.
Slide 7: Methods
 This research study has used primary and secondary methods of research to assess the
various aspects of marketing strategies and sales development techniques
 By having personal interaction with the customers, a better understanding regarding the
opinion of customers was obtained
 The questionnaire was used to assess the current market scenario to determine the
behavior and attitude of customers and employee of the Godiva for market strategies.

Slide 8 & 9 Findings
 The survey was conducted to identify the popularity and reach of Godiva Chocolates in
Hong Kong.
 The respondents were asked the questions like the brand of chocolate that they eat
normally and the characteristics they find in a chocolate.
 The consumers of chocolate ranked the Godiva in top five best chocolates they ever had.
It was observed that Godiva is facing high competition from the foreign brands.
Slide 10, 11 & 12: Analysis
Cadbury
23%
Nestle
33%
Godiva
36%
Galaxy
8%
Preference of Consumers
Cadbury Nestle Godiva Galaxy

0-4 4 to 8 8 to 12 12 to 16
0
5
10
15
20
25
30
35
Consumption of Chocolate Bars in a Week
Self Consumption
23%
Gift
17%
For Children
28%
Festival
32%
Reasons to Purchase Godiva Chocolates
Self Consumption Gift For Children Festival
Slide 13: Conclusion
 Godiva Chocolates have emerged as a leader in market in the industry of chocolates in
Hong Kong and also embraces the traits of being preferred over the group.

 Godiva has applied practically this marketing principle (Kotler, et al., 2006). The
strategies for marketing of Godiva has increased the market share of chocolates and
employs short cut and conventional promotional strategies for sales.
 The stunning efforts of marketing are out of box and exceptional spectacle and it lies in
the valuable and precious teachings for all the form by targeting to take a toll over the
industry.
Slide 14: Recommendations
 Maintain the dominance and control in the segment of chocolate in Hong Kong and other
parts of the world.
 Media like Internet is the prominent place to market the goods and confectionary items.
so it must provide the potential segment of customers the access to Godiva Products and
also allow large sales because of large group of customer overall.
 A lot of new competitors are entering the Hong Kong Market. Therefore it must develop
new marketing strategies so that it may not lose the share in the market.
 Godiva Chocolates must aim to increase the volume of sales by minimum 20% in next
years (Garrone, et al., 2016).