CASE STUDY AND TEACHING NOTE

1. Ramli, N.S. (2018). Chocolate Business in Europe: Marketing and the European Chocolate Industry. Web-case, Publication: Doing Business in Europe 3rd Edition, Suder & Lindeque, 2018, Sage Publications.

Abstract: The chocolate industry is steadily competitive over time since the 1980s up to the present, which dominated by Ferrero, Mars, Cadbury, Hershey, Nestle and Lindt. Consumers outside the chocolate producer’s country viewed chocolate as an exotic foreign product. This shows that each of the chocolate producers enjoyed various level of prestige and credibility from these consumers’ perception on their brands. However, among these brands, the European products has a better association with delicate and luxury identity. The significant reason that they could distinguish their unique appearance in the market and from global competitors is due to their business strategy such as brand image and loyalty, marketing mix strategy, and branding.

Keywords: case studies, chocolate industry, Europe

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Textbook available online: here

2. Ramli, N.S and Suder, G. (2018). Case Teaching Note: Chocolate Business in Europe: Marketing and the European Chocolate Industry. Web-case, Publication: Doing Business in Europe 3rd Edition, Suder & Lindeque, 2018, Sage Publications.

Case teaching note: download