A 13 page paper examining the history of a confectioner company and the strategy that can grow it locally to 20% market share and the ability to “go global” within five years. The paper primarily discusses strategy; but also marketing, organizational culture; goals for the future; and upcoming problems along with their possible solutions. Includes a SWOT analysis; vision and mission statements; and 3 goals followed by 3 strategies for attaining each. Bibliography lists 4 sources.
Name of Research Paper File: CC6_KSmgmtSweetExp.rtf
Unformatted Sample Text from the Research Paper:
confectioner establishment that has been in business for five years. It carries a reputation of being dependable, reliable and offering midrange candies that are midway on a continuum between
luxury designer chocolates and packaged mass-produced goods. The business has been built in a manner consistent with sound, standard management practices, but it has remained focused on the local
market. The question to be addressed here is whether - and how - the owner can grow the business beyond the confines of the local market. Situation Analysis
Sweetwater Sweets currently occupies only a small portion of the specialty food market. The single existing store has annual sales between $40,000 and
$60,000; our first-level goal will be to increase sales to the $80,000 to $100,000 range. Analysis of the current market (see Market Analysis, below) indicates that this is a
quite conservative goal and may be one that we surpass merely by default after launching the most basic of marketing initiatives. There are
several establishments in the local area that provide some level of competition for Sweetwater Sweets. Enstrom Candies, Randy Young Chocolates, Denver Nut and Kilwans offer close competition in product.
Of the four, one is questionable in quality and another is relatively new without an established customer base. Kilwans does some chocolate but specializes in hard candies.
Enstrom offers the most direct competition in that it makes candies and accepts special orders. One other, Mrs. Price, is the largest competitor in the area but has become
somewhat commoditized in that it sells boxed chocolates in area grocery and drug stores. This companys products are known for their value in relation to quality.