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Roger's Chocolates Case Analysis

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Submitted By suesriharan
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Sue Sriharan
Case 7 Analysis
Vasudevan Ramanujam
25 March 2015
Roger’s Chocolates

Executive Summary:
Roger’s Chocolates is a producer of premium chocolate first established in Victoria, British Columbia (where their headquarters is still located) and has been a family-run business since then. Known as Canada’s oldest chocolate producer, it is likely many US citizens have not come about this brand, unlike the more popular Godiva and Lindt. Currently owned by Steve Parkhill (since 2007), the company is privately held with 5 members on the board of trustees. Parkhill has stated the goal of the company to be to double or even possibly triple the size of the company within the next 10 years of operation. With a range of products from ice cream to fondue chocolate to just regular chocolate bars, Roger’s Chocolates is attempting to take over market share of an already highly populated area of goods. It is important to note how the chocolate industry has been doing as a whole, as this is where Roger’s Chocolates will be competing. The chocolate industry is declining in growth as many known chocolate brands are taking their products to a new height by trying to move into the premium chocolate industry, such as Hershey and Dove. With their brand name already recognized and highly bought, their transition will be much easier. This puts the premium chocolate market on the rise with the demand growing, mainly due to the aging of a large population (baby boomers) at one time who look for better chocolates in their later years. Therefore, to truly analyze this goal and how realistic it is for Roger’s Chocolates to achieve, five models were used and their findings are summarized below and the tables follow.

Porter’s Five Forces Summary: The biggest factor affecting Roger’s chocolates from achieving its goal is the high intensity of rivalry in the existing market of

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