Cowgirl Chocolates

Cowgirl Chocolates

Brandon Loggins

MKTG 4890, Dr. Stovall

March 12, 2017

Table of Contents

IV……………………………………..Situational Analysis…………………………………….3

V……………………………………...Problems Found in Situational Analysis………………..6

VI…………………………………….Strategic Alternatives for Solving Problems…………….7

VIII…………………………………..Summary…………………………………………………8

IV.         Situational Analysis

S.W.O.T. Analysis:

Cowgirl chocolates has many strengths within their business.  First off, they are innovative and unique. Marilyn has created several unique products that are unlike other items in the chocolate market.  This allows Cowgirl Chocolates to stand apart from competitors and allows them to charge a premium price.  The items that Cowgirl Chocolates sell consist of chocolate bars, individually wrapped truffles, and hot caramel dessert sauce.  Their chocolate bars and truffles are offered in several flavors. The chocolate bars are offered in an orange espresso and lime tequila crunch flavor.  The truffles are offered in plain chocolate, mint, orange, lime tequila, and espresso flavors.  Marilyn is also in the process of creating a “mild-mannered” truffle that would appeal to customers who didn’t like or couldn’t handle to truffles containing spice.      

Additionally, Cowgirl Chocolates offers a bit of personalization as their products can be purchased in a variety of packaging.  For example, their individually wrapped truffles can be purchased in gift boxes, in drawstring muslin bags, in a collectible tin, or in a plain plastic bag.  Like mentioned earlier, the truffles are individually wrapped.  They are wrapped in a colored wrapper depending on their flavor. For example, the plain chocolate, mint, and orange truffle flavors are wrapped in a gold wrapper.  The lime tequila truffle flavor was wrapped in a green wrapper while their hottest flavor, espresso, was wrapped in a special red foil to help inform customers that it was extra hot.  The packaging options has helped Cowgirl Chocolates to separate themselves from others in their market.  Marilyn’s idea behind these unique packaging options was to create something more than just candy.  Marilyn wanted her packaging to make her truffles “an idea, an experience, a gift.”  

To add to their strengths, Cowgirl Chocolates also offers excellent customer service.  Marilyn loves her customers and the items that her company sells.  Marilyn shows her love toward her customers by often adding extra truffles and personalized notes to her online orders. Although Marilyn loves her chocolates, she understands that people have different taste.  For this reason, Marilyn offers a 100% money back guarantee in order to make sure that her customers are satisfied with their purchase.  The customer just has to return their purchased item, or what is left of it, and they will receive a full refund.