Executive Summary

Strategic Issues, Problems, and Opportunities

Godiva aims at increasing its market presence all over the world.  There are numerous issues that stand in Godiva's way, but certain ones need immediate attention. They present themselves in order of importance.  First, there is a need in Belgium to increase and maintain their market share.  Secondly, as a worldwide company, Godiva must concentrate on the lack of uniformity and inconsistency within its image.  With a saturated market, Godiva faces another issue as it lacks the competitive advantage within Belgium that's necessary to expand and capitalize on opportunity.  Next, no beneficial balance is struck between automation and handwork in the production of the chocolates.  Another important strategy implication is the need for a common advertising plan targeted at the triad regions that takes into consideration the inevitable cultural differences among countries.  Pricing policy is another factor for Godiva because inconsistency limits potential in sales.  The plan for managing the highs and lows of seasonality are not as effective as possible.  The next issue is that Godiva is not maximizing the value of the productivity frontier in the Belgium factory because there is a significant amount of capacity not being utilized. Lastly, trends in the market have a serious impact on Godiva and it would be extremely beneficial to be flexible to these circumstances as a stronger management plan.

Decisions Recommended

The bottom line for Godiva is the necessity for it to revamp its global image. This is the underlying issue throughout the company's case that is overall causing the sales to struggle in the effort to reach pr ...