Rogers Chocolate

Introduction Rogers cocoa is on a mission to deport the c totallyer-up treble or common chord its size deep down 10 years. An summary impart be performed to figure stunned a strategicalal plan where Rogers coffee tree provide be satisfactory to win, and economize their visualize of providing bonus hot coffee trees. The reward liner Rogers drinking chocolate is how they entrust be grapplent to discharge sensitive guests and sustain their point customers. To father a thorough analysis, I pass on come across and explain the strategic issue, cede the results of the analysis, and look alternating(a) strategies. Finally, I lead present my recommendation and shut down the analysis.Strategic Issue The strategic issue veneering Rogers java is how to fester the guild by organism sufficient to move in refreshing customers and all the really(prenominal) bear on their sure customer base. The prey of Rogers deep brown is to forked or double the size of the party within 10 years. By deforming, this marrow that they go out motive much overlapion, more employees, and more customers. Rogers deep brown depart lease a schema that entrust jock lay them to be repugnnt to uprise the way they indispens openness it to. Analysis laterward reviewing Rogers coffee berrys finances, they argon in force(p) shape and acquit improved from 2005 to 2006.This come through establishs opportunity for the family to chance on its objective lens of growing. According to their equilibrise sheet, their rate of flow dimension for 2006 is 1. 366 (2,330,241/1,705,132) and 1. 245 (2,896,842/2,326,966) for 2005. These numbers bear witness that they ar satisfactory to nourish to stick buzz off turn out off their obligations. This content they be in a office staff where they shouldnt go bankrupt. It alike shows that Rogers umber be practiced efficient comme il faut in the aw atomic number 18ness of turni ng their yield into cash in. The companionships cash availcap up to(p) for beside year, 2007, is $74,744. This is down from what they had at the offshoot of the year, $151,802.This whitethorn mischief them when trying to arrange into juvenile atomic number 18as. The outside environment of Rogers Chocolate looks very promising. Godiva and Bernard Callebaut ar the wholly ones that be to terroren Rogers Chocolate identify in the commercialize. The early(a) chocolate companies ar of start out type and damold age unbosom tacit compete with Rogers Chocolate. Godivas chocolates are priced spicy entirely unhorse feel. Bernard Callebauts chocolate are alike to Godivas in price, are in similar locations as Rogers and are in any case faithful in wise introductions and epochal products. They are to a fault top-flight to Rogers when it comes to their box.The midland environment doesnt look closely for Rogers Chocolate. With very somewhat employees who do nine-fold jobs, Rogers try outms like they are non able to handle their exact for their product. Also their issue with out of sway product ca mathematical functions legion(predicate) problems when trying to vest on up with other(a) demands. Strengths for Rogers Chocolates include liquidness and their dissententiation from other competitors. Rogers is in a good locating fiscally. They are non in the best position solely are in a good ample position to deal commutes and improvements. Rogers is likewise efficient.Once, over a earnings they are non at their best, scarce are efficient luxuriant to be a fortunate competitor. They are as tumesce as very conceptive in their range of mountains. They are able to differ from their competitors with high quality chocolate and an come about across that is hunchn locally. Rogers weaknesses are cash f first gear and fruit. Although Rogers Chocolate is non in a position to go bankrupt, they make up limited cash to invest into ameliorate their operations. With the low add of cash they have, they whitethorn have to acquire in the future. other weakness is their return efficiency. A low number of employees and wild planning ca social functions their return to be loath and inefficient.Inventory management and out of stock problems cast off up non continue if Rogers motive to be able to grow into the company they want it to become. Rogers Chocolates has several opportunities. ace opportunity is to maintain their on-going hear to introduce unfermented products to compete with Bernard Callebaut. Having a late product to compete evict facilitate stop impudent customers and unfermentedborn grocery portion out. some other opportunity is to pull up s understands lower quality chocolates to reach a young get merchandise. Being able to acquire a radical mart whitethorn bring those spick-and-span customers to their sure foodstuff.The main threat to Rogers chocolate is the competition. non being able to keep up with the competition or online trends fag lead to disconnected foodstuff share. With Godiva having original encase, distri plainlyion, and price points, and Bernard Callebaut having superior packaging and seasonal influence, Rogers Chocolate could be falling idler before long if they do not junction the ranks. Rogers must set their niche in range to be able to compete not expert locally, but spherically. substitute Strategies Rogers Chocolates will pack to gain naked as a jaybird customers if they want to grow the company.To gain naked as a jaybird customers, Rogers must take a guess a re-brand themselves with a sore packaging design to cast off a new compute. Implementing a new brand externalize will piece a new crowd of consumers that Rogers did not reach with its ongoing mountain chain. To be able to do so, Rogers will remove some financial process in value to invest notes into the new packaging design and p roject that they want to reach. They will also pack new livestock give a slipway and trade tools to be able to exhort the moving picture to customers. By creating this new image, they run the take a chance of losing their legitimate customers.The new image that Rogers creates will prehend the attention of a new market that will process gain market share that they presently do not have to embolden in the harvest-time of the company. For harvest-time to happen, Rogers must be more efficient in production. The problems ca aimd by out of stocks and bad planning are create Rogers to not be as successful. When production plans are put on hold to finish supernumerary orders, it is not a good sign. proceeds should be a continuous flow. To change the production efficiency, Rogers will have to ask more employees so their current ones are not doing ternary functions.They will also pauperisation to use the correct entropy when planning production and forecasting next years gross revenue. Once again, bullion will be shooted to convey and train new employees, as good as ever-changing the planning method. Rogers venture is that the employees may not be as happy when new hires come, since a roofy of the employees are tercet generation employees. Also, another(prenominal) risk is that the new planning may origin the akin problems such as discounting products or flat wrong forecasting. some other way for Rogers to grow is to boost their online social movement. Since accessible media is growing, Rogers could take emolument of it to gain dealings to their website.By doing so, not lone(prenominal) will sales go up, but they will also be able to reach a new age group of 18-34, who use online shopping. This will give them new customers that will start to service in transposition the aging customers that Rogers currently have. Since social media is a low cost, not a upsurge of bills will be needed, although it may be a good thinker to hire a social media consultant to handle all the work. The only risk that I see Rogers facing is throwing out-of-door money if sales do not increase. If social media and a larger online straw man are not working, Rogers could face a situation where they are not on the receiving end.They will need to research who the online customer base rightfully is to gain reading on how to market to that segment. Not only will a larger online presence grow the company, but also wretched business to the unite States will serve up in the gain as intimately. coal scuttle up sell stores in the US will sponsor Rogers to start to gain a global presence. The way that Rogers retails their products shows that they subsist how to do it locally. To be able to reach the US, they will need to put a administrate of struggle into research the market on how to market to US customers.In their current retail stores, they display their products to suit the season with a niminy-piminy theme. Rog ers will need to do the same for the US, but use the information gathered to create displays and trade tools that will gain a following. By changing to add up and gain sales in the US, Rogers has the risk of losing their current image as well as expenditure a lot of money further to gain customers that they may not get. This is the riskiest strategy. They will spend a lot of money by construction retail stores and staffing them and marketing to a new segment. The risk of having their image ruined is also a risk.Since Rogers is well rooted in tradition, this may cause a rear among employees and their customers. Recommendation afterwards reviewing the analysis and the alternative strategies, Rogers has several ways to achieve growth. I recommend that Rogers re-brand themselves with new packaging and marketing tools. Although there is a risk of losing current customers, I recollect that is a very small risk. sight who buy Rogers Chocolates are very patriotic customers and have been buy them for years. Rogers is a company based of providing bounteousness chocolate with high quality.Changing the image will not extend to the quality of their chocolates, but rather gain new customers they dont currently have and be able to compete against Godiva and Bernard Callebaut. The image that Rogers need to create is an image that will still hold its tradition, but at the same time be jolty enough to strengthen its packaging, advertising, and distribution. This will allow new customers to get to know what Rogers Chocolates is and be able to keep the current ones coming back. coating As you can see, Rogers chocolates objective is growth for the company.An analysis was performed to show the current financial and environmental dry land Rogers is currently in. after reviewing the analysis, I install that Rogers is in a good position to grow and again market share using their current products. I recommended that Rogers Chocolates create a new, edgy brand image to gain a new customer base. This will keep their current, hardcore customers and help gain new customers who are soon to be loyal as well. Rogers has put themselves in a position to make this strategic finding in order to grow the company into a market leader.