Cowgirl Chocolates

SITUATION AUDIT 2

Competitive Environment 7

Company Environment 9

TARGET MARKET 10

Problem/Decision Statement 11

Alternatives 11

Alternative 1 11

Alternative 2 12

Alternative 3 12

Criteria 12

Recommendations 13

PRODUCT 14

PROMOTION 16

PLACE……….. 18

PRICE 20

REFERENCES 25

LIST OF FIGURES AND APPENDICES

Figure

1 Criteria Chart 13

2 National Advertising Rates - Food and Wine Magazine 17

3 Cost Analysis 21

Appendix

A Market Strategy 27

B Strategic Repositioning 28

EXECUTIVE SUMMARY

Cowgirl Chocolates are gourmet chocolates differentiated by the addition of spice. These products are not profitable due to an unfocused marketing strategy. Previous years’ revenues were $30,046 with total expenses amounting to $53,447. The product is currently sold in various museums and specialty stores around the nation. Strong sales are not being generated at all of these locations.

To boost sales, the product should be repositioned with focused sales at specialty co-op stores, particularly those located in coastal states where demand and disposable income is highest. Two sales representatives, one on each coast representing Cowgirl Chocolates, are recommended to help get the product into stores and on shelves. The additional support of advertising and Internet promotions will serve to increase awareness and promote the product on a large scale.

The inclusion of press releases and small ads in specific locations will pull customers into the website and stores to purchase products. Also, the website should contain store locations as to help push customers to local stores. The inclusion of Mild-Mannered Truffles will serve to reach a wider range of customers and deflect opposition to the brand from store buyers who do not care for spicy chocolate.

Total investment in the company will come to $60,623 and this includes all new promotional literature, sales representatives, printing plates for...