Our writers can help get your essay back on track, take a look at our services to learn more about how we can help. Essay writing service essay marking service place an order the day chocolate company is a multinational enterprise mne in such a way that it is headquartered in the united kingdom, but has operations in more countries. It is involved in the international market area most through exporting and licensing.

Products are mostly sold in supermarkets which is discussed later and their web shop counts for the other big part. Farmers are represented by directly elected representatives who will be part of the official process of decision making. This refers directly to the vision of kuapa kokoo, that farmers as a group are running a company and they feel so. According to its website w.divinechocolate.com , day chocolates basic mission is defined as taking a quality and affordable range of fair trade chocolate into the world mainstream market. The cocoa used in the chocolate sold should be bought for a fair trade price from kuapa's farmers. Another visionary point is a statement about making both day chocolates retailers and their customers aware for fair trade issues. They are appealing at consumers social responsibility that will come up for discussion later.

As most companies, the last ambition is to be market leader in their section, in this case especially for the fair traded sector of the chocolate industry. Fair trade is the keyword for business among day chocolate, the kuapa kokoo organization and finally the consumers. As mentioned before, day chocolate pays a guaranteed price for kuapas beans above the current world market price, so farmers benefit from this immediately. The basic rule in deciding how to distribute the money fund is that investments will be beneficial for the whole community. Moreover, the investment must be on the road for making the community more self sufficient over time. As discussed before, fair trade is one of the most important words when talking about day chocolate. Day chocolates target markets could be everywhere where people believe in the message fair trade contains, for example in big supermarkets, university buildings and offices.

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Making people aware for the fact they could change lives from before poor african cocoa farmers. International support to day chocolates message to compete well in the international area, day chocolate has to follow the international health and safety conditions. These standards give them not only support from the farmers and consumers but also from some charity organizations. They are helping the company with knowledge, sales support engage in joint marketing activities the body shop international. These charities fit into the concept by contributing to farmers certainty, give them the right to exist and are looking for change. Ethical consumerism and target markets according to kotler and armstrong 2006 the call for ethical consumerism is rising and because of that, consumers are willing to pay more for a product in brief, customer needs are changing. By its strategy, day chocolate is creating more value for its customers and can therefore capture more from their customers in future.

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Following from the societal marketing concept there can exist a trade off between consumer short run wants and long run welfare. Despite the higher price that day chocolate charges for its chocolate bars, consumers feel satisfied because they also draw value from humanity. In the long run the well being of the african cocoa farmers leads to higher society long run welfare. Day chocolate shows its corporate ethics and by means of willing to pay more consumers show their social responsibility. Both goals, short run needs and wants and long run welfare can be achieved by day chocolates strategy.

In terms of customer relationship management, high customer equity will be derived from high customer lifetime value, which is according to kotler and armstrong 2006 the value of the entire stream of purchases that the customer would make over a lifetime of patronage. Who wrote this essay request removal example essays the most famous products of the day chocolate company are their divine and dubble bars. When marketing their dubble bar, day chocolate focused on the attractiveness of a special flavor, shape or texture to young children or focusing on women when it deals with white beautiful chocolate. Another strategy they use is the introduction of thematic oriented bars, for example divine eggs in easters period.

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These eggs are a seasonal product, so they will be added to day chocolates regular assortment only in their beneficial period. They try to win a persons heart with their message and as a result sold and stock their products to the consumers. They are putting advertisement features into newspapers and tabloids, holding competition events on customers divine opinions etc.

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As we may conclude, day chocolate focus on many target markets serving many consumers with different needs and wants as good as possible. Adaption to the local situation gives day chocolate the possibility to engage into high sales. The same strategy holds on different sides of the planet, when slightly adapted to the local situation. With an increase in demand, it might be not possible for kuapa kokoo to supply as much cocoa day chocolate needs to satisfy its customers. Moreover, cocoa is a finite commodity, so once the farmers reach their maximum, kuapa will be forced also to extend their sources by recruiting additional farmers by setting up a similar program like they did in ghana. Competitive advantage is a theory that seeks to address some of the criticisms of comparative advantage.

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Competitive advantage theory suggests that states and businesses should pursue policies that create high quality goods to sell at high prices in the market. To help illustrate the competitive advantage, strengths and weaknesses of the day chocolate company, we use the competitive advantage matrix. In the matrix, firm specific advantages are strengths or benefits specific to a firm and a result of contributions that can be made by its personnel, technology, and /or equipment.