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THEO CHOCOLATE
CASE STUDY
MADE BY-
ANJALI (PGDM2-1504)
SHIVANI (PGDM2-1548)
SHUBHAM (PGDM2-1539)
BALJENDAR (PGDM2-1549)
IZHAAR (PGDM2-1533)
HAARIS (CMBA6-1524)
CASE
SYNOPSIS
3
4
5
6
2
•Theo is the first company that applies fair
trade and organic chocolate product in
their marketing on the cocoa market.
•Since its establishment, it is facing a lot
of problems. The first few years Theo got
loss on this business.
•In this case study we will analyze the
reasons for the loss and suggest some
best possible solutions.
•Should the company stay true to its
socially responsible roots?
•Should it compromise its core principles
to remain profitably viable?
•What are the possible solutions to
increase its profit margins and compete
in the market?
1
3
4
5
6
ISSUES
1
INFERENCES
4
5
6
2
EXHIBIT 1
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
Operating Expenses Operating Income
(Loss)
Net Income (loss) Net Sales
Income and Expenditures
Year 1 Year 2 Year 3
1
INFERENCES
4
5
6
2
EXHIBIT 2
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Theo Cadbury Hershey Nestle Mars
Weight Retail Price
Price Comparison
1
INFERENCES
4
5
6
2
Classic
15%
Phinney
22%
theo origins
5%confections
21%
specailty
13%
Misc.other
24%
% of sales
Classic Phinney theo origins confections specailty Misc.other
Exhibit 8
1
3
RECOMMENDATIONS
6
2
5
Target Mainstream with new brand
name.
Expand the Distribution channel
More focus on b2b markets
Hold on to their core value
Eye catching packaging
Focus more on retailers for higher
profit margins
1
3
4
CONCLUSION
6
2
• Theo is high quality chocolate. Thus,
for the experience of shops and
consumers ,Theo chocolates have to
be excellent as well .
• Theo had been facing many internal
problems since this company
established.
• Therefore; Theo need to apply new
operation and new strategic plan in
order to make this company can go
further to compete in the market.
Thank you
1
3
4
5
THANK
YOU
2

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