Cowgirl Chocolates

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SITUATIONAL ANALYSIS

Cowgirl Chocolates is a very small business with a big heart. Owner Marilyn Lysohir, from a small town in Idaho, has big hopes for Cowgirl Chocolates but has a difficult time accomplishing her goal. Marilyn shows her great love for both chocolate and art in her product. She also gives it a boost by adding the spiciness of flavor and the creativity of her art expertise. If Cowgirl Chocolates has a desire to be successful and profitable, the company has to step up their marketing strategies to promote a bigger presence for their truffles and candy bars at a price that will draw new and repeat business.

Environment

Chocolate is considered to be a comfort food. Especially for women, a gift of chocolate signifies an expression of love or a nice gesture of giving something special on certain occasions. Even in today’s society, chocolate is still defined as a woman’s “sweet dreams”. Cowgirl Chocolates created the ‘spicy chocolate’, which is very rare and unique for someone to eat. Of course some people like it but we think it is an acquired taste. When Cowgirl Chocolates started out selling this product, they did not reach enough areas of environment. The price of the product fits the group of people that can afford the European taste with spice. Also, the product calls for someone who has a desire for the spicy food. Mexico, Texas and Louisiana are known for spicy foods but Cowgirl Chocolate can’t show how the sales in those states benefited them. The target area is not very clear.

Industry

Marilyn was first an artist and a lover of chocolate which encouraged her to put the two together to create this marriage; thus began a unique product called Cowgirl Chocolates. Marilyn loves the newly created combination but needs to target a market that will embrace this type of chocolate and appreciate the packaging. Chocolate lovers comprise a large demographic but a huge...