The Real Chocolate Company Inc Essay Example | Topics and Well Written Essays - 3500 words

The Real Chocolate Company Inc - Essay Example With almost 300 chocolates in the portfolio and a further 100 turned out on special occasions like the Valentine’s Day, the company has achieved a marvelous feat of targeting every segment of the gourmet chocolate market. Â  The company’s success is determined by the quality and strange enough the quantity of the product. With a gamut of popular proprietary recipes of its own, the company has positioned itself in the US market with unparalleled success. Its use of the best ingredients and chocolates has led to the current wave of demand for its caramel-coated apples, truffles, toffees, and fudges among others which include even a range of sugar-free sweets. The company has been marketing a health-centric line of products to the health-conscious customer. Â  According to the National Confectioners’ Association (NCA), retail confectionery sales reached $ 28.9 billion in 2006 in the US while retail chocolate sales surpassed $ 16.3 billion in the same year. The gourmet chocolate consumption is about 10% of the total and was worth $ 1.3 billion in 2005. Multinational chocolate marketers like Master Foods USA, Nestle USA Inc., Crafts Food Inc. and Ferrero USA Inc. have captured a sizeable market for each while upcoming firms like RCC Inc. has been dependent on the innovation-related strategic strength. Such strategic initiatives necessarily require a shift in both internal and external operational policies. Â  Business strategy encompasses a series of other segmental operations that themselves can be regarded as sub-strategies within the holistic process of overall business strategy. For instance, operational or production strategy and marketing strategy are all part of the business strategy of the company.