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Case Title:

British Chocolate Market: Up for a Fairtrade -Organic Makeover?

Publication Year : 2005

Authors: Srinath Manda & G Srikanth

Industry: Food, Diary and Agriculture Products

Region:UK

Case Code: CSR0012

Teaching Note: Available

Structured Assignment: Available

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Abstract:
The British chocolate market had been one of the top five chocolate markets in the world, both in terms of size and consumption per head. But since 2000 the market had been experiencing a decline in volume despite growth in revenues. While the three leading firms, Nestle Rowntree, Cadbury Trebor Bassett and Masterfoods, were in trouble due to the market status, two relatively new niche segments – organic chocolates and fairtrade chocolates – had been experiencing impressive growth in their sales.

Pedagogical Objectives:

  • To discuss the competitive strategies employed by the British chocolate industry in the wake of decline of the chocolate market.

Keywords : British chocolate market,Government and Business Environment Case Study, Fairtrade chocolates, Organic chocolates, Green &, Black’,s, Nestle Rowntree, Cadbury Trebor Bassett, Masterfoods, Chocolate consumption, Biscuit, Cake, Chocolate and Confectionary Association (BCCCA) UK, Oligopolistic market, The International Sweets and Biscuits Fair, Competitive strategies, Chocolate consumption volume, Per head consumption of chocolate, British chocolate industry

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