Cowgirl Chocolates Case Study

1. What are some of the critical strengths and weaknesses of Cowgirl Chocolates that determine the success of this small business? Can the weaknesses be overcome by the strengths of the business?

Some of the critical strengths of Cowgirl Chocolates that determine the success of this small business include product differentiation, quality, flexible return policy, and personalization. Cowgirl Chocolates is very modern creation since it meets the needs of a specific market of spicy and chocolate fans by combining both cayenne, a spice, and chocolate, a sweetener. The business also is known for using premium ingredients in all of the chocolates it offers. The business not only offers a flexible return
4. What is your assessment of Marilyn’s promotional efforts? In order for Marilyn to increase the sale of her chocolates, should she use a push or pull communication strategy?

Personally, I believe that Marilyn has been very effective with her promotional efforts in order to create customer demand. Through the use of her award-winning recognition for packaging at various art shows, advertising in her local newspaper, the Soviet Awards recognition of her unique and tasty products, and presence and involvement with Seattle Chocolates have thus far helped bring some awareness for her product. In order for Marilyn to increase the sale of her chocolates, she should use a pull communication strategy because the more publicity she is able to gain for product and creative packaging, the greater awareness she will thus be able to gain for her business.

5. As you examine Exhibit 2, you will note that Cowgirl Chocolates offers several gift packages (1/4 pound, 1/2 pound, 1 lb., gift bucket, gift basket, nothing fancy) that range in suggested retail prices from $8.95 to $59.95. Given these price and packaging alternatives what type of product (convenience, shopping, or specialty) is Cowgirl Chocolates? Based on this classification would the buyer decision more likely to