Hotel Chocolat Case Study Summary

A major(ip) increase in sales between 2000 and 2006 has made Hotel Chocolats competitors eager to find the key to the companys success, leaving the founders to face the challenge of how to protect the business from plagiarism. Trademarking its name and all its intersection points, although a widely-used defence mechanism, is not a satisfying solution here; with 30% of its harvest-homes replaced by another(prenominal) annually in enjoin to meet the demands of its customers and continuous product range expansions, it would become a burden, adding administrative costs and bureaucracy. bully a luxury provider, the come with started in 1980s test mints, before moving to chocolate and, finally, rebranding in 2003 as Hotel Chocolat. With friendship cocoa plantation, 11 retail shops in popular tourer locations, a call centre and an online store, Hotel Chocolat is now reaching customers in the UK, USA and in Europe, with aspirations to become one of the worlds top chocolate brands.

Despite these developments, Hotel Chocolat is not interested in offering department store concessions or own-label goods and wants to obligate the communicate in of speech of its high street shops to the minimum in point to take hold its premium brand image and singularity as easily as keeping full break over supply training and storing conditions of its products. Its emphasis continues to be on high-quality ingredients, exquisite chocolate and meaningful engagement with customers. Although concerned some plagiarism, the companys founder, Mr Angus Thirlwell, does not see the major chocolate brands as competitors; it is the high end sellers who offer case confectionary gifts that are a real threat. Yet, the Ho! tel Chocolats strength is its forward-looking approach and the companys founder believes that it will keep them one measuring stick ahead of the plagiarists.If you want to get a full essay, order it on our website: OrderEssay.net

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