In late November 2006, CEO of Chocolates El Rey, Jorge Redmond, called a meeting with senior management to discuss the company's growth strategy. A relatively small firm with sales of around $14 million, El Rey produced top quality chocolate made with single source Venezuelan cocoa beans. The company sold its chocolates in four distinct sections - food services, industry, retail and drinks - and exported 17% of its creation, mainly to the USA, Europe, and Japan.
El Rey needed to grow, but Redmond wondered the best way to achieve growth and how to market the "El Rey" brand to its different target segments and international marketplaces. With only 0.5% of the the creation, of cocoa's was it worth the effort to try and confirm a country-of-origin picture for Venezuelan chocolate? If so, how could it be gone about by El Rey?
PUBLICATION DATE: January 04, 2008 PRODUCT #: 512S09-HCB-SPA
This is just an excerpt. This case is about SALES & MARKETING
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