Cowgirl Chocolates

Cowgirl Chocolates Case Study 1. What are some of the critical strengths and weaknesses of Cowgirl Chocolates that determine the success of this small business? Can the weaknesses be overcome by the strengths of the business? Some of the critical strengths of Cowgirl Chocolates that determine the success of this small business include product differentiation, quality, flexible return policy, and personalization. Cowgirl Chocolates is very modern creation since it meets the needs of a specific market of spicy and chocolate fans by combining both cayenne, a spice, and chocolate, a sweetener.The business also is known for using premium ingredients in all of the chocolates it offers. The business not only offers a flexible return policy, which gives customers a full refund guarantee if they end up disliking the spicy truffles but also facilitates trial purchases for customers interested in the spicy chocolates. The company also uses personal notes in the Web site orders in order to build customer satisfaction. Some of the critical weaknesses of Cowgirl Chocolates include having a high production cost, not having a tailored mission statement for this specific business, and lacking focus.Cowgirl Chocolates has to pay a lot of money for the packaging, ingredients, and travel expenses to make the hot caramel dessert sauce. The business also is unfocused because of weak distribution, there is no product definition or market research, and the target market is thus dispersed due to not having a properly defined consumer base. Yes, the weaknesses can be overcome by the strengths of the business if the business spends time focusing on the weaknesses listed in order to build a more successful small business. 2. Using the total product view, describe the â€Å"hot and spicy chocolate truffle† offered by Cowgirl Chocolates?Based on this product view do you think this product will be readily accepted by consumers? Why or why not? The â€Å"hot and spicy chocolate truffl e† offered by Cowgirl Chocolates were offered in several flavors such as plain chocolate, mint, orange, lime tequila, and espresso. The plain chocolate, mint, and orange truffles were wrapped in gold wrappers, the lime tequila truffles were wrapped in green wrappers, and the espresso truffles were wrapped in red wrappers in order for the customer to recognize that this truffle was extra spicy and hot.Personally, I believe the packaging of the truffles is not fully understandable because red does denote something hot, while the other flavors wrappers don’t fully translate to being hot and spicy. The truffles were also available in gift boxes, drawstring muslin bags, a collectible tin, and also in a plastic bag if the customer chose to purchase the truffles on the Cowgirl Chocolates website. Personally, I do not believe that consumers will readily accept this product because the general market of consumers will more than likely purchase sweet, milky chocolates over hot an d spicy chocolates.The purchase of Cowgirl Chocolates fully depends on whether the consumer likes the taste rather than attractive packaging and different experience. 3. What market do you think the â€Å"hot and spicy truffles† is competing in—the hot and spicy food market, the chocolate candy market, the gift niche market, or other? Personally, I believe the â€Å"hot and spicy truffles† are competing in the chocolate candy market because when one thinks of the name â€Å"Cowgirl Chocolates† the word â€Å"chocolate† comes to mind rather than hot and spicy. The hot and spicy food market is strongly associated with spices, sauces, Mexican foods, and Spanish influenced foods.Cowgirl Chocolates thus seems more likely to be successful in the chocolate candy market rather than the hot and spicy food market due to the unique packaging of the truffles, the brand name given to the product, and the premium ingredients and price. 4. What is your assessment of Marilyn’s promotional efforts? In order for Marilyn to increase the sale of her chocolates, should she use a push or pull communication strategy? Personally, I believe that Marilyn has been very effective with her promotional efforts in order to create customer demand. Through the use of her award-winning recognition for packaging at various art shows, dvertising in her local newspaper, the Soviet Awards recognition of her unique and tasty products, and presence and involvement with Seattle Chocolates have thus far helped bring some awareness for her product. In order for Marilyn to increase the sale of her chocolates, she should use a pull communication strategy because the more publicity she is able to gain for product and creative packaging, the greater awareness she will thus be able to gain for her business. 5. As you examine Exhibit 2, you will note that Cowgirl Chocolates offers several gift packages (1/4 pound, 1/2 pound, 1 lb. gift bucket, gift basket, nothing fa ncy) that range in suggested retail prices from $8. 95 to $59. 95. Given these price and packaging alternatives what type of product (convenience, shopping, or specialty) is Cowgirl Chocolates? Based on this classification would the buyer decision more likely to be a routine, limited or complex decision? Explain your reasoning. Given these price and packaging alternatives I believe Cowgirl Chocolates are specialty products because they are more expensive and thus for the most part exclusively distributed in either specialty stores or gift stores.By classifying Cowgirl Chocolates as specialty products, buyer decision would more likely be a limited decision because it requires putting though in the shopping process and therefore the decision whether to purchase or not purchase the product the product takes place in a store environment where the display of the products is thus very important to whether or not the customer will thus end up purchasing the product. 6. The suggested retail price and wholesale prices of Cowgirl Chocolates products are displayed in Exhibit 2 along with the product and packaging costs.Based on this information, discuss the relative merits of using a cost-based, demand-based, or competition based pricing method. The relative merits of using a cost-based, demand-based, or competition based pricing method include recognizing the that the retail prices are pretty much double the wholesale price. Thus, the combined packaging costs and the imported chocolate make these high-quality products very costly even before markups on the products are made at both the wholesale and retail level. Similarly, hen one compares the price of for example, the half pound tin, that seems very expensive when compared to a 24 pack of Lindor Chocolate Truffles which costs $12. 00 a bag. 7. Construct a table consisting of the generic marketing mix strategies. Based on what you know about Cowgirl Chocolates, what marketing mix plan would you recommend to Marilyn and why? Based on what I know about Cowgirl Chocolates, I would recommend gift purchases to Marilyn because gift purchases are strongly influenced by both situational and temporary conditions, which thus allow for numerous opportunities to purchase Cowgirl Chocolates.Furthermore, these chocolates are very appropriate to give to a male consumer because research shows that men like hot and spicy foods more so than women. Cowgirl Chocolates would also be a good small gift to someone hosting a party or a dinner since a lot of consumers look around for a small gift in order to say thank you to the hostess.? 8. For a small business like Cowgirl Chocolates, what benefits and/or potential problems does a website offer? For a small business like Cowgirl Chocolates, a website offers both benefits and potential problems.The benefits include providing Marilyn the opportunity to build an online customer database and a database with customers who are thus repeat customers. Another benefit includes t he business Cowgirl Chocolates to gain online awareness by being features on the appropriate online portals like chocolate candies and unique gift products. The potential problems include the possibility of sales increasing online and Marilyn thus must figure out a way to manage the increasing demand which might include having to pay additional costs in both packaging and shipping and additional labor costs in order to prepare the packages.

Dream Destination

What would be your dream destination if you do not need to worry about the budget and time? Sun, sand and sea, a thousand ‘Robinson Crusoe’ islands, massive lagoons with different depths and infinite shades of blue and turquoise, dazzling underwater coral gardens; a perfect natural combination for the ideal tropical holiday destination. However there is more to the Maldives than just that. Mal Dives comprises 1,190 coral islands, forming an archipelago of 26 major atolls on Southwest of Sri Lanka, on the equator. It stretches 820 kilometres north to south and 120 kilometres east to west. 02 are inhabited, 87 are exclusive resort islands. The weather there is generally warm and humid. There are sun shines all year through, and the average temperature is around 29 – 32 degrees Celsius. The origins of the Maldivians are lost in antiquity, but history reveals that the islands have been populated for over 3,000 years ago. Early settlers were travelers on the Silk Route and from the Indus Valley Civilization. Inherently warm, friendly and hospitable by nature, it is easy to feel comfortable and relaxed with a Maldivian.A proud history and rich culture evolved from the first settlers who were from various parts of the world travelling the seas in ancient times. The Maldives has been a melting pot of different cultures as people from different parts of the world came here and settled down. Some of the local music and dance for instance resemble African influences, with handbeating of drums and songs in a language that is not known to any but certainly represents that of East African countries. As one would expect there is a great South Asian influence in some of the music and dancing and especially in the traditional food of the Maldivians.However many of the South Asian customs especially with regard to women are not tenets of life here – for instance, the Sub Continent’s tradition of secluding women from public view. In fact women pl ay a major role in society – not surprising considering the fact men spend the whole day out at sea fishing. Many of the traditions are strongly related to the seas. Dhivehi is the language spoken in all parts of the Maldives. English is widely spoken by Maldivians and visitors can easily make themselves understood getting around the capital island.In the resorts, a variety of languages are spoken by the staff including English, German, French, Italian and Japanese. After a quick look at Mal Dives’ geography, climate, origins, cultures and languages, it’s time for me to tell you my personal reason to choose Mal Dives as my dream destination. The Beaches in the Maldives are spectacular. Families spend their time there with for relaxation, and couples might go there for honey mood. I am so interested in some of the resorts which are built right on the sea. It arouses my desire to jump into the sea in the morning and I am sure I can stay in the resort for a whole d ay.Another special activity is scuba diving. Maldives is treasured as one of best diving destinations, it is the place where a diver’s dream come true. Diving Safaris will lead you to exciting spots hardly ever visited before. It is the best opportunity to discover the breathtaking beauty of the fascinating underwater kingdom known as the best underwater scenery in the world. And, since I enjoy taking pictures, I will try to fill my photo albums with photos of Mal Dives. I believe the natural beautiful scenes of Mal Dives will impress my friends and family. Maybe I will even try to take pictures underwater.Hopefully I will get the chance to take some pictures with mermaids. Although I don’t have to worry about budget and time, I still have to plan my schedule for the trip to Mal Dives. I think I am going to spend at least 5 days 4 nights there with an important person of mine. I plan to make this trip romantic for my girl as I wish to win her heart successfully. The fi rst 2 nights I will choose to stay in Olhuveli Beach & Spa Resort, and I intend to stay at the Honeymoon Water Villa. During the stay at Olhuveli, we can do many kinds of water sports there such as windsurfing or kite boarding.Later, we will go to a sun spa to relax. The magnificent Sun Spa at Olhuveli takes an integrated and holistic approach to your health, providing holistic treatments for your body, mind and spirit. Then, the rest of the holidays I will be in Soneva Fushi in Mal Dives. The reason I choose this resort is that it features its jungle and beach-side location. It is so unique that everything there seems to be made of wood. I am looking forward to walking in the forest in the early morning before breakfast. Later, I will stay around the pool for the rest of the morning.Later, after taking a nap in the wood house, we will do cycling before dinner to end the day. However, Mal Dives is cursed with mounting evidence of an environmental catastrophe. Government scientists f ear the sea level is rising up to 0. 9cm a year, and the Maldives could become uninhabitable within 100 years. What we can do to help Mal Dives is to reduce the emission of greenhouse gas such as using appliances efficiently, and avoiding using plastic bags from grocery stores. It is important to protect and conserve such a beautiful place as Mal Dives.To sum up, as the topic says, I chose Mal Dives to be my dream destination since I don’t have to worry about the budge and time. However, I might need to work on my languages (for example, to learn some Dhivehi, and most importantly, improve my English. ) Anyhow, I believe I am already one step closer to my dream destination. I thank Wells for giving me the opportunity to engage myself in the research on Mal Dives and to learn some English when writing this speech. This is really a great practice. Thank you for listening. Resource: http://www. visitmaldives. com/ http://www. olhuveli. com/ http://www. sixsenses. com/soneva/

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