Chocri chocolates in the Japan market

Thèmes abordés

Chocolate market, marketing mix, Pest SWOT, Mode of entry, export a business abroad, international

Résumé du document

The focus point in the following marketing strategy will be the German chocolate company "Chocri" that was founded in 2008 as a limited company. Based on German law, the company is included in the so called group of "corporate enterprises". The main characteristic is that the two owners and students Michael Bruck and Franz Duge are not personally liable for the company in the case of bankruptcy. Moreover, Chocri employs 30 staff members.

Chocri defines chocolate in a new dimension of being an individual, customized for good and increasing life quality. The enterprise offers personalized chocolates with selectable tastes and toppings, which is completely assimilated to the customers' preferences.

The purchaser can choose the ingredients out of over a hundred toppings and create even more than ten billion variations. The purchase of the chocolate takes place online on one of the company's two websites, which are www.chocri.de for Germany, Austria and Switzerland and www.createmychocolate.com for the English speaking countries (UK and USA).

After intuitive "production" and buying processes in which the customer decides about the combination of ingredients, the chocolate bar is will be delivered via post. The average price of a chocolate bar is 4 Euros (excluding postage charge).

Furthermore, the company focuses on CSR by only dealing with organic, fair trade chocolates from Belgium. As the product is considered to be exclusive, it is often bought as a gift. For that reason, Chocri also offers special gift subscriptions such as coupons which are available
online. Also, chocolate subscriptions are available.

Extraits

[...] Based on German law the company form is included in the so called group of “corporate enterprises”. The main characteristic is that the two owners and students Michael Bruck and Franz Duge are not personally liable for the company's in the case of bankruptcy. Moreover, Chocri employs 30 Staff members. Chocri defines chocolate in a new dimension of being an individual, customized good increasing life quality. The enterprise offers personalized chocolate with selectable taste and toppings, which is completely assimilated to the customers' preferences. [...]

[...] These consumers are active, inquisitive, trend leading, informed, and affluent. They travel frequently and consume a wide range of media: print and broadcast, niche, and foreign.” “Self-Innovators and Self-Adapters score high on Self-Expression. These consumers desire personal experience, fashionable display, social activities, daring ideas, and exciting, graphic entertainment.” “Ryoshiki Innovators and Ryoshiki Adapters score highest on Occupations. Education, career achievement, and professional knowledge are their personal focus, but home, family, and social status are their guiding concerns.” Since Chocri is an innovative concept it is necessary to address to consumers who highly value and are open to innovation. [...]

[...] The first aspect that has to be considered is the choice of the brand name under which Chocri is launched in the new market. In order to turn Chocri in a known brand in a minimum time, the product should be sold under a brand that Japanese people can easily pronounce and keep in mind. As the Japanese alphabet is made of whole syllables the sound is really difficult for them to pronounce. That is why an adaptation of the brand name to しょくり (pronounced Chokuli) would be essential. [...]

[...] Buying a product like Chocri chocolate would exactly address these needs. Taking into account the Self Innovators positive attitude towards social activities and the Ryoshiki Innovators´ attitude towards family and social life, you can again refer to the giftculture in Japan, which has already been explained in the PEST analysis. The value of a gift you make a friend not even communicates how much this friend means to you but also how much you are able to spend. Again, buying premium, personalized Chocri chocolate would reflect a high standard of living and thus a high social status http:// All in all, you can deduce that the Integrators, Self-Innovators and Ryoshiki Innovators are similarly reachable and that they have strongly related common preferences and expectations according to product and brand benefits. [...]

[...] That is why it definitely is an option to produce in Japan. The price could be cheaper because of lower costs of the transportation and the lacking necessity of an import. Nevertheless, that would create huge expenses on the establishment of the manufactory. Since Chocri is a small start-up company this option would barely be affordable. Moreover, a local production would also require know how about complicated regulations and laws in order to deal with protectionism (please see PEST analysis). [...]