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Rogers Chocolates Case Study (internal/external Analysis)

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Roger's Chocolates

Table of Contents

External Analysis 3

A. Chief Economic Characteristics 3

B. Five Force Analysis 7

C. Driving Forces 9

D. Strategic Group Map 11

E. Key Success Factors 12

F. Overall Attractiveness of the Industry 13

Internal Analysis 14

A. Identification of Business Strategy 14

B. Financial Analysis 16

C. SWOT Analysis 19

D. Competitive Strength Analysis 22

Test of Winning Strategy 23

A. Fit Test 23

B. Competitive Advantage Test 24

C. Performance Test 25

D. Summary of Tests of Winning Strategy 26

E. Identification of Strategic Issues 27

Recommendations 28

A. Revenues/Expenses Projections 30

B. Internet Summary 30

ExternalAnalysis

A. Chief Economic Characteristics

Chief economic characteristics | Com* | PP* | Perspective of industry's insiders | Perspective of industry's outsiders | Perspective ofCompany |

Market size: Small, $167 million in 2006 | (+) | (-) | Inhibits outsiders from entrance due to fear of competition | Larger markets are more attractive | Inhibits outsiders from entrance due to fear of competition |

Market growth rate: Was falling, now is growing again. 20% annual growth rate in premium chocolates, 2% overall growth rate in the Canadian market | (-) | (+) | Growth allows more opportunities to gain market share | Growth is not significant enough to be overly attractive | Growth in premium industry allows ability for increase profitability |

Scope of rivalry: Broad; many local and national rivals, international rivals strong | (+) | (-) | Tough to compete with many different sellers | Many market niche opportunities | Switching from traditional strategies may be a problem |

Number of rivalries: Many; strong regional brands

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