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Tillæg til opgave:
1) Find mindst 1 relevant artikel om Caletti eller chokaladebranchen og inddrag i din besvarelse.
2) Find nyeste tal på euromonitor (eller andre kilder/databaser) om chokoladebranchen i Danmark
3) Besvar følgende extra-spørgsmål til opgaven:
Hvis Carletti ønsker at øge deres internationale aktivitetsniveau, hvilke markedsmæssige og strategiske overvejelser vil du så anbefale virksomheden at gøre sig?
Opgaver De tre opgaver vægtes lige i bedømmelsen.
1. Analyser Carlettis værdikæde og vurder virksomhedens kernekompetencer.
2. Diskuter og vurder Carlettis fremtidige strategiske muligheder.
3. ”Vi ved fra undersøgelser, at købet af slik ikke planlægges. Faktisk træffer forbrugeren næsten altid beslutningen i butikken, og den tager i gennemsnit kun 6 sekunder. Vi prioriterer in-store aktiviteter i tæt samarbejde med detailkæderne frem for reklamekampagner, der er rettet mod slutbrugeren”, udtaler adm. direktør Niels Petersen.
Forklar, hvad udtalelsen betyder for Carlettis distribution og promotion.
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