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Essay / Research Paper Abstract
This 23 page paper examines a small UK company. Hotel Chocolat; a purveyor of highly differentiated, quality chocolate. The paper looks at the background fo the company, analyses the strengths and weaknesses of the company and then discussed the marketing and the importance of the internet in the general and marketing strategy. The paper ends by considering the current position of the company and the way suggests some potential future strategies. The bibliography cites 17 sources.
Page Count:
23 pages (~225 words per page)
File: TS14_TEHchoco.rtf
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Unformatted sample text from the term paper:
is a small businesses to seeing healthy growth over the last few years. The business, which sells high-quality chocolate and began under a different name, began in 1993 and has
been able to take advantage of the Internet and the growth in e-commerce levels. The company was founded as an Internet and mail order company, with a basic idea to
sell high-quality chocolates. It may be argued that the early days with operations based on Internet sales, along with management and the ability to create a high level of differentiation,
as book the company to its current position where it is healthy and growing and has been able to expand into the bricks and mortar segment.
However, any company will need to consider his future as well as its parts. In order to determine the way in which the company can move forward
we can look at the companys background, its strengths and weaknesses, the way to choose the Internet and the general approach to marketing in order to identify some potential future
strategies for the company. 2. The Company Background The company is currently a private company that has been trading since 1993, set up by Angus Thirlwell and
Peter Harris. The original concept of the company was to provide an alterative to the traditional choice of sending flowers for gifts and special occasions. The market was much traditional
in 1993, but since that date the internet and the acceptance of chlorates as an alterative to flowers has increased., This has resulted in a higher level of differentiation required
to separate Hotel Chocolat from the competition. The company even tells customers that the market has changed, this was a message that was included in the name change, with the
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