Business Analysis: Chocolates El Rey

714 words - 3 pages

Identity of the brand, and the emotional connection play a huge role in customer retention and this is where Chocolates El Rey needs to focus as well. By engaging the consumer and providing a form of affiliation and emotion with the brand, Chocolates El Rey could have a huge increase in their market share. Even if they started by branding themselves with fine dining restaurants and high class hotels, it would provide an emotional connection to the brand, as these types of consumers would associate the premium chocolate with the high end identity of the hotel or restaurant. This will help build the brand awareness of the company aiding in the future success and brand power that Chocolates El ...view middle of the document...

He needs to utilize the tools he has and successfully build each segment first rather than focusing on all four industries.
The next segment that Chocolates El Rey should focus on is the food services sector. As stated in the case, Jorge has been spending thousands of dollars bringing top chefs in from around the world in order to show them how and why their chocolate is of superior quality. This gives these chefs and emotional connection which is a major factor when looking at the brand awareness of the organization. Even though Jorge’s current plan is costly, it is effective and has proved an increase of sales. Jorge needs to research what chefs and restaurants are using his chocolates and build a brand image from that. Endorsements have a huge effect on the brand image of a company, and if Chocolates El Rey were to brand itself with top chefs around the world, and top restaurants, they would be doing something that is fresh and new.
The last and final segment that Chocolates El Rey needs to focus on is the consumer segment. Consumers are the sole pride of their...

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