Rogers’ Chocolate is on a mission to have the company double or triple its size within 10 years. An analysis will be performed to figure out a strategic plan where Rogers’ Chocolate will be able to grow, and maintain their image of providing premium chocolates. The issue facing Rogers’ Chocolate is how they will be able to gain new customers and sustain their current customers. To give a thorough analysis, I will identify and explain the strategic issue, present the results of the analysis, and present alternative strategies. Finally, I will present my recommendation and conclude the analysis.
The strategic issue facing Roger’s Chocolate is how to grow the company by being able to gain new customers and
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When production plans are put on hold to finish special orders, it is not a good sign. Production should be a continuous flow. To change the production efficiency, Rogers’ will have to hire more employees so their current ones are not doing multiple functions. They will also need to use the correct data when planning production and forecasting next year’s sales. Once again, money will be needed to hire and train new employees, as well as changing the planning method. Rogers’ risk is that the employees may not be as happy when new hires come, since a lot of the employees are third generation employees. Also, another risk is that the new planning may cause the same problems such as discounting products or even wrong forecasting. Another way for Rogers’ to grow is to boost their online presence. Since social media is growing, Rogers’ could take advantage of it to gain traffic to their website. By doing so, not only will sales go up, but they will also be able to reach a new age group of 18-34, who use online shopping. This will give them new customers that will start to aid in replacing the aging customers that Rogers’ currently have. Since social media is a low cost, not a lot of money will be needed, although it may be a good idea to hire a social media consultant to handle all the work. The only risk that I see Rogers’ facing is throwing away money if sales do not increase. If social media and a larger online presence are not