Awlfully Chocolate

Executive Summary

Awfully Chocolate had established since 1998 and has grown leaps and bounds in Singapore. They do not believe in paying advertising dollars to promote themselves that they are good and they believe they are simple and unique and in a class of it own. Let understand what is the company overview of Awfully Chocolate and the target country which they are venturing into which is Thailand in this case. The Potential Market of Thailand, the demographics and the SWOT analysis of Awfully Chocolate. What is their marketing objective and segmentation and how they position and price themselves in the new market. Different types of market entry modes and the local regulations and taxes requirements. At the end there is conclusion whether should be explore the market by opening a store and why we do this.

Company Overview

Awfully Chocolate started back in 1998, which associated with french pastries. It started with a chocolate cake. It started selling 1 type of chocolate cake which is simple dark chocolate cake between layers of dark chocolate fudge. The philosophy is simple and unique. It focuses not on variety but on quality. We are concern of the quality and standard of the products. Ranging from service standards, supplier standards to quality standards.

Instead of just selling chocolate cakes, we design our store like a concept store based on a sense of space and simplicity. No other stores look the same as they have their own unique characteristics. The uniqueness of the store relates the message to the customer that they are not walking into a typical cake shop.

Our product expanded over the years due to the demand from the market. Our all time favourite All Chocolate, Chocolate Banana, Chocolate Rum & Cherry and our latest additional to the menu, hei Ice-Cream. We do have Dark Chocolate Truffles, Kahlua Bars, White Chocolate Butterscotch Black which sells individually by weights.

Nevertheless, Awfully Chocolate is a bold, tight concept...