In late November 2006, Jorge Redmond, Director General of Chocolate El Rey, called a meeting with senior management to discuss the company's growth strategy. Relatively small company with sales of approximately $ 14 million, El Rey produced top-quality chocolate made with single origin Venezuelan cocoa beans. The company sold its chocolate in four different segments - food industry, retail, and drinks - and exported 17% of its production, mainly to the U.S., Europe and Japan. El Rey, necessary for growth, but Redmond wondered how to grow and how to market "El Rey" brand of its various target segments and international markets. With only 0.5% of the world production of cocoa, it is worth the effort to try to establish the country of origin of the images for the Venezuelan chocolate? If so, how can the El Rey to do this? "Hide
by Rohit Deshpande, Gustavo A. Guerrero, Regina Garcia Cuellar Source: Harvard Business School 21 pages. Publication Date: January 4, 2008. Prod. #: 508052-PDF-ENG
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