Creative Chocolates in Nigeria: To Test Market or Not?

Name: Creative Chocolates in Nigeria: To Test Market or Not? (English version)
SKU: ISB303

Sunder M, Vijaya

Product #:ISB303

Supplier:Indian School of Business

Discipline:Marketing

Details:Case (PDF) • 4 pages • 2022-03-21

Subjects:

Growth strategy Marketing Project management Corporate strategy Sales and marketing Sales and marketing Marketing

Industries:

Food and beverage sector

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$12.40

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The case is set in 2022 when Creative Chocolates, a popular United States based chocolate manufacturer, plans to enter the African market. Known in the United States for its unique "warm freshbaked" chocolates, Creative Chocolates expanded to over 100 countries with 26,000 outlets worldwide since its inception in the late 1980s. However, all their outlets were either their own stores or franchisees. Attracted by the market research data on the population growth and economic success of Nigeria and other African countries, Alan Rickman, the new chief executive officer of Creative Chocolates, plans a growth strategy based on penetrating the African market. The case presents Rickman's dilemma-whether to conduct test marketing or not-and builds on it to discuss his next step.

Learning Objectives

Understand how to select or prioritize projects using risk criteria in business environments; Understand the what and how of test marketing; Facilitate critical thinking and decision-making through basic decision trees and associated applications Company.