CHOICE OF COMPANY: Godiva
CHOICE OF PRODUCT (SERVICE): Truffle Flights
Godiva’s Vision Statement
“To own the ultimate chocolate experience that inspires passion for our brand around the
world”
Maintain status among competitors
Godiva’s Mission Statement:
“Creating complex, yet always balanced notes of super-premium chocolates, an ode to the
Belgian tradition.”
Evaluation of Mission and Vision Statement:
Godiva’s mission and vision statement coincide with their goals. They are currently in
over eighty countries and are continuing to expand into the Asian market. The product is
becoming readily available in traditional grocery stores, making it attainable to a larger market.
Company Description
Godiva Chocolatier, Inc. is a subsidiary of Yildiz Holding A.S. that produces and sells
confectionary products internationally. The company’s corporate office is in New York,NY. It
has 463 shops in 82 countries and 9,300 sales points worldwide. (Ulker) The company uses the
finest ingredients to produce high quality chocolate products. It offers more than 60 products
such as Truffles, treats, snacks, biscuits, brownies, wrapped chocolates, coffee and cocoa,
assorted chocolates, and gift baskets. The company also operates and owns boutiques and shops.
(Bloomberg Businessweek) Major competitors include See’s Candies and Lindt & Sprungli USA
Inc. (IBISWorld)
Customers receive value from Truffle Flight in the following ways:
1. A chocolate lover can experience six distinct truffles that Godiva’s Executive Chef
Chocolatier selects in a tasting order that builds in flavor and intensity.
2. A customer can choose from six hand selected sets of twenty-six flavor combinations.
3. A customer is guaranteed a unique taste experience because this concept was created by
Godiva.
4. Among the signature Godiva truffles the customer can also choose five new truffles,
including Salted Caramel, Hazelnut Crunch, Salted Almond, Aztec Spice and Black
Forest.
Overall, Godiva competes (and creates value for their customers) by:
Selecting from the finest ingredients
Finding new and innovative ways of delivering their products to their customers
Recognizing local and national women in local communities who make a difference
everyday
Offering customized and personalized wedding and party favors.
Having some of the world’s best Chef Chocolatiers
Godiva focuses on quality chocolates as its major competitive priority. High quality
chocolates rely on the finest cocoa beans, cocoa liquor, grade A dairy product, and heavy cream.
The elaborate decorations, packaging and unique shapes must be aesthetically appealing, as well
as, living up to the customer’s expectation of high quality.
How OM strategy helps Godiva realize its key competitive priority as it relates to Truffle
Flights.
The Truffle Flights add to Godiva’s competitive priority (quality chocolates) by:
Godiva employs some of the best Chef Chocolatier that create quality truffles. Each of
the Chocolatiers brings their own key expertise and contributes to quality control of the
final product.
Godiva only selects the highest quality cocoa beans from their suppliers. The cocoa beans
go through many quality control checkpoints before they are used in the production of
Truffle Flights.
Godiva is the only company in the U.S. that uses grade A dairy products and heavy cream
when creating the cocoa liquor. This makes every truffle light, smooth, and moist.
Every truffle is made with the highest quality ingredients. They do not use artificial
preservatives for the chocolate. When creating the different truffle fillings only natural
ingredients are used.
