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Rogers Chocolate Employees Case Study

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SWOT Analysis

i. Strengths

1. Product



Has high perceived value

Historical brand with roots to Canadian Victorian establishment

Loyal Following of buyers



Variety in product offering

Different styles and tastes that are geared to certain seasons

Variety in services, from special orders to wholesale orders



Using natural ingredients when possible

They offer a unique product that is considered elite and of high



Award Winning

Rogers won the Retail Council Of Canada's Innovative Retailer of

the Year Award in the small business category in 2002.They

attained this through being a strong market leader and innovative

in their industry.

They also won the Superior Taste Award in 2006 from the

International Taste and Quality Institute.

2. Human Resources

II. SWOT Analysis


Employee Interest and Devotion to Company

Some of Rogers Chocolate Employees were third generation

employees and were proud and passionate about Rogers

heritage and commitment to quality.They believed in the Brand

and its image.


Leadership with Experience

Parkhill who had previously worked as the VP for Maple Leaf

Foods was in charge of six plants and 2,300 employees.Has a

Ivy League MBA and has extensive work in Sales, Marketing and



Progressive Management Team

Management consists of members who will work extra hours and

are very efficient in their respective fields.Phoenix has had a

tenure since 1994 and is very dedicated to Rogers by working

extra hours and helping out at stores that are short of staff.

Wong works with manufacturing and Food Science and had

worked in the industry before Rogers.Bjornson worked with

Pacific Coach Lines as the CFO and worked their finances

especially in the areas of reorganization, acquisitions and


3. Consumer Loyalty


Customers are loyal to Rogers because they have an emotional

connection that relates them to Rogers.This revolves around the

experience that Rogers tries to promote, especially in their gift line.

4. Social Awareness


Part of the workforce at Rogers is comprised of disabled



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