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THEO CHOCOLATE: CASE STUDY ANALYSIS
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THEO CHOCOLATE: CASE STUDY ANALYSIS
In the context of the given case study of Theo Chocolate, it is evident that it has attained a myriad of creative and positive initiatives as a business. Fair trade policies, organic production processes, and premium quality are among the most religiously followed strategies of Theo Chocolate. And if Theo Chocolate wants to devise a marketing strategy to captivate the favor of North American consumers then the green and ethically asserted fair trade practices and organic production of Theo Chocolate are most pragmatic one to gain the considerable market share. Because these business aspects are imperative in:
Establishing rapport with business's stakeholders such as suppliers and consumers
Reflecting the notion that through organically produced chocolates, the business is concerned about the health of its consumers.
Fair trade practices establish a positive image of the business and make it eminently acceptable among consumers, producers, and suppliers and other stakeholders.
Fairtrade proffers a bridge to connect producers with buyers and affirms the need for social equality and justice
Evidently, consumers tend to support products which are produced with a substantial concept of fair trade in order to show their support for producers/ farmers
Fair trade policies offer businesses a reliable way to assure a positive impact for all the involved people at the end of manufacturing and servicing chain
Fair Trade nurtures improved social and economic constancy and promotes environmental sustainability
Through fair trade, producers get a chance of empowerment and to comprehend the implied market conditions, that in turn establishes the overall economy
Fair trade practices underline the significance of stable prices and help to cover sustainable production's expenditures.
The idea of fair trade is strongly interconnected to communal benefits, and the underlying businesses of coffee and chocolate are highly under-discussion in this regard. And through incorporating fair trade policies and other relevant ethical business practices, Theo Chocolate can attract a huge customer base. Through highlighting the fair trade policies' aspect Theo Chocolate can boost its marketing campaign's efficacy because all the stakeholders including producers, farmers, consumers, and other intermediaries will support Theo in this noble cause.
Secondly, the ethical and green practice of organic production is equally beneficial for the fruition of Theo Chocolates' marketing campaign.
Considerate management of inputs and outputs protects the environment, mitigates wastage, and utilizes by-products greenly.
Most People of the modern epoch are conscious about their fitness, health, and nutrients intake, and in order to attract such consumers organic chocolate is perfect product because it proffers tons of health benefits, reduces the risk of cardiovascular diseases, and is antioxidant
Producing organic edibles specifically coca is not an easy task, and therefore needs careful planning and hard work, and the yield is comparatively low in quantity. Yet, there are only a few other chocolate producers that are offering organic chocolates, moreover, sustainability is favored recently as the most approvable corporate strategy. In this context, Theo Chocolate can elucidate its green practices and can employ its organically-made chocolaty attributes throughout its marketing campaign to achieve sizeable competitive advantages.
Marketing campaigns are an integral mechanism to elevate the business's customer base, image, sales, and in turn its profitability. Following the ethical frameworks along with modern approaches makes a business distinct from other rivals and helps it to reach the apex of competitiveness. Therefore, it can be said that ethical practices of implementing fair trade policies and sustainability practices throughout the business process will earn Theo Chocolate the favor of loyal customer-base.
Marketing campaigns are communicational objectives that relay the company's message through a coherent and thematic way, and n this context, social and ethical responsibility is the most effective theme in today's competitive world.
Theo Chocolate understands the implied notion and conducts consumers' educational visits at its factories to make them realize the connotation of organic process and fair practices.
Along with fair trade practices and organic and green productions, Theo Chocolate can surpass the performance standards through its premium quality.
Theo Chocolate is known for its artisan chocolates since its commencement
Because of selected beans and premium production, Theo Chocolate received Specialty Outstanding Food Innovation (SOFI) award in the first year of its operations
Pursuing quality is an effective marketing strategy but it may have a few concerns such as:
A myriad of competitors in the industry that made the quality secondary preferences in some cases
Not a contemporary attraction
Quality should be a must in products, and therefore is not something innovative or comparatively alluring
Moreover, in the absence of an ethical and social framework, the concept of quality is futile for Theo Chocolate because:
Theo Chocolate's mission highlights the essence of social responsibility to an exacerbated extent and is their driving force
Theo's employees are proudly motivated because they are partaking in the making of a unique and "socially responsible product" (Butcher & Wilson, 2014), and therefore the only emphasize on quality will not be beneficial neither for production nor for marketing
At the time of Theo Chocolate's startup, there were only 15 companies, which were expert in making quality chocolate. However, Theo entered the market as the first organic chocolate producers and the similar distinctiveness established the standards for the company
By analyzing the above content it becomes evident that Theo Chocolate necessitates elaborating its social and ethical practices through a marketing campaign to address and attract a wide category of consumers. Fair trade policies, preventive measure toward slavery and child labor, as well as farmers and producers' empowerment along with organic production will impact Theo's brand image to a great extent. Moreover, the incorporation of such environmental friendly and social supportive gestures will motivate other businesses to follow the lead.
Reference
Butcher, A. W., & Wilson, P. A. (2014, May 01). Theo Chocolate-Doing Well by Doing Good. https://www.questia.com/library/journal/1G1-373678882/theo-chocolate-doing-well-by- doing-good
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