Swiss Chocolate Challenge: SwissOne versus Toblerone
商品編號：W26082
出版日期：2022/05/20
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：competitive strategy;marketing strategy;PEST;industry competitiveness;SWOT;marketing mix;chocolate;cocoa
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Switzerland
產業：Accommodation & Food Services
事件年度：2021
In 2021, the chief executive officer of Cocoa Luxury SA moved back to Switzerland and founded his premium chocolate brand, SwissOne, after spending two decades in Australia manufacturing confectionery products. Growing up in Bern, Switzerland—the location of the original Toblerone factory—had inspired his unique chocolate recipe and the first three chocolate bars he intended to sell. In January 2022, once he had finished his prototypes, to finalize his marketing plan, the CEO had to consider three questions: First, what was his overall marketing strategy? Second, what was the Swiss business environment like, and how competitive was the Swiss chocolate industry? And third, how could he best position his SwissOne brand, and what should the marketing mix look like?
教學手冊：W26083
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