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Supporting video
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Reference no. 501-066-3
Subject category: Marketing
Published by: Cranfield School of Management
Published in: 2001
Length: 2 minutes
Data source: Field research
Notes: Length 2 minutes. File size 181.3MB. Click for more information.

Abstract

This supporting video is to accompany the case. The abstract for the case is as follows: This three-part case study covers the start-up (Part A) of a confectionery company, focused on the corporate market, quickly gaining a foothold with major supermarket retailers. Low margins (Part B) force the company to refocus on a strategic alliance with a major confectionery retailer (Thorntons) as their mail order arm. Over-dependence on this supplier (Part C) forces ChocExpress to finally 'go it alone' by developing a web site (www.chocexpress.com) in 1996. By developing the e-business channel to market, using a 'chocolate tasting club' (allowing customers to specify gift box contents) the company is aiming to increase turnover five times by 2003! Will they succeed?
Location:
Industry:
Size:
100 employees, GBP2.5 million turnover
Other setting(s):
1988-2000

About

Abstract

This supporting video is to accompany the case. The abstract for the case is as follows: This three-part case study covers the start-up (Part A) of a confectionery company, focused on the corporate market, quickly gaining a foothold with major supermarket retailers. Low margins (Part B) force the company to refocus on a strategic alliance with a major confectionery retailer (Thorntons) as their mail order arm. Over-dependence on this supplier (Part C) forces ChocExpress to finally 'go it alone' by developing a web site (www.chocexpress.com) in 1996. By developing the e-business channel to market, using a 'chocolate tasting club' (allowing customers to specify gift box contents) the company is aiming to increase turnover five times by 2003! Will they succeed?

Settings

Location:
Industry:
Size:
100 employees, GBP2.5 million turnover
Other setting(s):
1988-2000

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