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Tony's Swot Analysis

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SWOT ANALYSIS

Romy Louise van Schooneveld
Global Marketing
Ms van Essen
September 2013

SWOT ANALYSIS TONY’S CHOCOLONELY
By
Romy Louise van Schooneveld
An analysis submitted to the faculty of
Hogeschool van Amsterdam (Amsterdam University of Applied Sciences)
For the subject of
Global Marketing
Lecturer: Ms van Essen
Class 2IBL3
Student number: 500662293
Domain Economics and Management
2013, September

SWOT-­‐Analysis Tony’s Chocolonely, 2013

2

Summary

Tony’s Chocolonely is a leading fair-trade brand operating in the chocolate industry. It was founded in
2005, and officially registered at the Chamber of Commerce as Tony’s Factory BV (LLC) in 2006 in
Amsterdam. The company’s core competence is to ensure cocoa farmers a stronger (financial) position and to make the best chocolate.
The company has five main short- and long-term objectives for the upcoming years. These are: increase brand awareness, to be able to follow the whole process of bean to chocolate bar, enter new markets, grow (+50% net sales compared with 2012) and increase profitability (+4% net profit over net sales)
Tony’s Chocolonely is still a quit unknown brand; most people are not informed about the fair-trade label and the other good work in which the brand commits. Therefore this report analyses the following issue:
“Is the marketing concept of Tony’s Chocolonely

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