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The case study is set in the chocolate industry in Germany and specifically deals with Lindt & Spruengli''s consideration in regard to a strategic repositioning of its well-known brand Lindt and product line of premium chocolate. The company has established a reputation for extraordinary chocolate ever since it started production in its family confectionery in 1845. It now faces a tough decision whether to expand into distribution channels such as food retailers, discount stores, or proprietary stores. The line is rather thin which will determine the success of increasing the market presence while retaining a premium brand image. The case puts the reader in the position of the CEO of ''Chocoladenfabriken Lindt & Spruengli GmbH'' in Germany, Adalbert Lechner, who recently joined the company and now faces his first strategic challenge after his phone conversation with Chairman Ernst Tanner from Switzerland. He has two days to come up with a strategic roadmap for Lindt & Spruengli Germany, which will have a huge impact on the future development of the chocolate company in the German market. Therefore, Adalbert Lechner will have to take a quick deep-dive into the topic of strategy and also include some marketing and decision theory.