Entrepreneurial Master Project; Svenska Guldkusten Organic Chocolate.
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Svenska Guldkusten aims to provide value for money in the confectionary industry. Its objective is to provide customers with rich organic chocolate that can be eaten as a source of health and wellbeing. This product will reach markets in South of Sweden, specifically, Blekinge and Skåne. The business’ purpose is to offer customers 100% certified organic cocoa chocolate. Reaching the customer with the product will be through established chocolate shops, supermarkets, internet, schools (university), sport clubs and shop outlets. The target customer group will be individuals who are connoisseurs of fine food and also give due attention to their physical and mental well being. Specifically the earning class, aged between 22 and 60 who constantly maintain a proper diet and exercise regularly. In being different from the competition, persons who cultivate a discriminating palate for the enjoyment of good food will be the market focus. Health which is seen as the future of the confectionery industry has many prospects, thus the business will center its attention more on health trend customers. Consumers are seen as the most important drivers behind the health and wellness market in terms of food products thus it will be very important if the business market opportunity is based on authorized health claims, marketing, taste of the consumers and the scientific documentation of food products. The business also seeks to supply blocks of chocolates to chocolatiers as way to get to the take off stage.
The market dynamics of the confectionery industry is one that is moving toward healthiness and organic products. Svenska Guldkusten’s strategy to be sustainable is to stay invaluable to the customer, stay cheap and healthy. In maintaining a position in the consumers mind, innovative ways of spreading the organic food products message will be employed. For instance the catch phrase “Buy a chocolate bar and by life for yourself and a loved one” will be in harness. In carving out a market share for the business, Svenska Guldkusten intends to use cheaper and convenient ways to market the product and also stay health and wellness related.
The business’ idea is to make a product offer categorized both in branded terms and consumer terms. This will easily communicate information about the product to the grassroots of the target market. Keeping the customers will be through customer co-creation where customer suggestions are seen as important inputs to the product development. This will also create a consistently useful and valuable product for the customer. Strong branding (backed by history), the delivery of rich confection of organic cocoa and pricing will make the business prominent, sustainable and competitive because the source of the import (Ghana) is rich in premium cocoa beans and Sweden has the devotees of refined sumptuous food.
Place, publisher, year, edition, pages
2012. , 28 p.
Blekinge Institute of Technology Dissertation Series, ISSN 1650-2159
IdentifiersURN: urn:nbn:se:bth-12794OAI: oai:DiVA.org:bth-12794DiVA: diva2:945227
Subject / course
IY2509 Entrepreneurial Master Project
IYAEV Master programme in MECHANICAL ENGINEERING
2012-05-25, Campus Grasvik, Blekinge Tekniska Högskola, 371 79, Karlskrona, 13:34 (English)
Bengtsson, Lars, Professor
Bengtsson, Lars, Professor