Points for the cue card:
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Short introduction for the company:
- Jame L. Kraft
- Kraft Cheese
- Business becomes bigger and bigger
- In US, the number ONE
- In the world, the 2nd
______________________________
- Selling cheese, biscuit, salad dressing, and etc
- Of course, TOBLERONE
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Short introduction of the chocolate market
- 1st, milk chocolate
- 2nd, milkchocolate with nuts
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Where is the chocolate's birthplace?
- UK, the USA, Germany,etc
- the most famous, Switzerland
- Toblerone is made in Switzerland
- (Ask people)
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Something about the market:
- 100g = $7.6-$178.1
- the range is quite large
- Our position is around $20-$30
- GODIVA, the premium chocolate, is not our direct competitor.
- Difficulty is the large amount of competitors
- >50
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The chocolate trend:
- Fair trade
- Pure
- Healthy
- "JUST FOR ME"
- Value
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SWOT analysis
- "強弱機危綜合分析法"
- Strengths
- Weaknesses
- Opportunities
- Threaths
- It is a objective based research
- For making decision, planning the development and position.
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