Rogers' Chocolates*

Rogers' Chocolates was founded in 1885 by Charles Rogers in Victoria, British Columbia and, in 2007, was Canada's oldest chocolate company. The privately-held company had achieved spectacular results during the 1980s and 1990s, but had been troubled with declining sales and earnings in its recent history. Ready to see improvements in the company's performance, Rogers' Chocolates' board hired a new president and general manager in March 2007. The new president's directive from the board was to double or triple the company's revenues within the next 10 years

There were multiple options that might produce the desired growtheach of which required a different set of resources and capabilities. The primary growth opportunities that were favored by various constituencies within the company included expanding retail sales within Victoria and British Columbia, expanding retail sales outside of British Columbia, developing an updated image for the company, expanding the company's online sales and/ or expanding the company's sales in the corporate gift market. Regardless of the growth strategy chosen it was obvious that the new president would have to address some significant issues regarding internal operations and get buy-in from other top managers, the board and employees.

A.What does a SWOT analysis of Rogers' Chocolates reveal about the prospects for company's future success?

B.How is the premium chocolate industry changing? What are the underlying drivers of change and how might those driving forces affect marketing?