Godiva Europe
OVERVIEW
In 1974, Godiva was acquired by multinational Campbell Soup Company. Godiva International is made up of three decision centers: Godiva Europe, Godiva USA, and Godiva Japan. Godvia European is headquartered in Brussels, Belgium. The company¡¦s factory is also situated in Brussels, from where products are exported to more than 20 countries throughout the world, including Japan. There is another production unit in United Sates, which can provide about 90 percent of the needs of the U.S market, with the remainder being imported from Belgium.
Godiva European launched the Corne¡¦ Toison d¡¦Or brand. The original purpose that Godiva European acquired the Corne Toison d¡¦Or brand is to differentiate the positioning of the brand Corne¡¦ Toison d¡¦Or brand. Godiva Japan is solely concerned with marketing, distribution, and sales of Godiva chocolates and imports the product from Belgium.
Prior to 1991, Godiva European experienced a loss of $10 millions, said by Charles van der Veken, President of Godiva European. Because of the changes of decoration and design of the remaining stores and established precise rules of organization and functioning applicable to those stores, these changes led Godiva transform a loss of 10 million francs to a profit of $13 million francs in 1991. Charles van der Veken is faced with the evaluation of advertising strategy.
STRATEGIC ISSUES AND PROBLEMS
1.Should Godiva allocate $13 million Belgian francs to a saturated European market or apply the $13 million for the international market?
2. Is it possible for Charles van der Veken to create a common advertising message for the entire world?
SWOP ANALYSIS
1. Strengths:
a. A integration into multinational Compbell Soup Company for global expansion.
b. A antique and high quality of brand image internationally
c. A handmade and delicate flavor of...
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