marketing case study on Godiva chocolates.

Godiva’s History and Background:

Godiva is an established brand of chocolate that has been perfected to its highest capability and is considered to be part of a prestigious, upper class chocolate praline. The name Godiva was actually given in honor of the Legend Lady Godiva.
For generations, Belgium has tried to maintain an image of perfectionist throughout their unique society. It’s no wonder how the company Godiva originated in Belgium from a man named Joseph Draps who owned and controlled the company from 1920 up until 1974 when Campbell Soup Company purchased Godiva International. It was then broken into three divisions, Godiva Europe, Godiva U.S.A, and Godiva Japan. All three divisions are equally valuable to the growth of Godiva.
In 1991 Godiva annual sales consisted of 926 million francs and still had a reported net loss of 10million francs. Within one year the new President of Godiva, Charles van der Veken took this mature unprofitable company and redesigned th...