Cowgirl Chocolate

Executive Summary:

Cowgirl Chocolates has been a declining business year over year financially since its introduction in 1997. Marilyn Lysohir and her husband Ross Coates, artists by trade, have spent a great amount of time and effort looking for an answer that will take Cowgirl Chocolates to that level of success; making it something that is asked for by name not only for its quality, but its uniqueness as well. Although not their profession by trade or education this was a trial by error situation that began for Marilyn as family, friends, and acquaintances encouraged her to pursue. At an early age Marilyn first experienced the love for chocolate and added her appreciation of hot and spicy to the mix, which is how her business idea came to be Cowgirl Chocolates. The product is outsourced to Seattle Chocolates and with the use of unique branding and packaging is sold through multiple outlets and distribution avenues. By defining a target market, establishing an efficient distribution method, and utilizing their strengths this company can be successful. Cowgirl Chocolates is defined as its own brand, and if handled differently, has the potential to become a profitable organization.

Introduction:

Marilyn Lysohir and her husband, Ross Coates, began Cowgirl Chocolates in 1997. Marilyn and Ross are artists and a great deal of their time is devoted to their artistic interests. They both began publishing an arts magazine called High Ground. This magazine with a production of about 600 copies needs funding, so Marilyn and Ross have continually sought other ways to provide income to cover the costs of production. They both started Cowgirls Chocolates as one of those ways. Marilyn had previous experience working with chocolate, and because of her love for hot and spicy foods, an idea was brought forth by her brother to combine hot and spicy and develop a product. She began experimenting with different recipes and sought help from neighbors, friends and...