CASE PROBLEM:

You are the CEO of SH Confectioners and have requested your marketing department to devise a marketing plan for your new line of Grand Marnier filled (a potent orange flavored liquor), chocolates.

The chocolate line is touted to be high-end, high-quality, gourmet confectioners chocolate with imported and premium ingredients.

You are located in San Francisco, California and intend on marketing to the western market (Nevada, Washington, Oregon, California, Arizona, Idaho and Utah); to begin by Valentines Day.

What should your strategic goals be?

What will you require of the marketing department's plan to market your new product?

Will you have any regional concerns with your product?

Should you make a substitute available to the liquor component of the filled candies? Explain your decision.