Theo Chocolate, Inc. is a modest start up chocolate maker fighting to establish brand recognition in the highly competitive branded gourmet chocolate section. Unique value propositionof Theo's, being "the only organic, Fair Trade, legume-to-pub chocolate factory in America," drives its business. The company was started and runs under the assumption that socially responsible business practices are cornerstones of its operations. Since its origin, Theo has assembled a loyal and growing following, particularly in the Pacific Northwest area of America. Its first three years were spent constructing this customer base and inventing a brand based on its value proposition and everyday business practices.
The case explores the challenges Joe Whinney and Debra Music (the Founder/CEO and VP of Sales and Marketing, respectively) face as they appear from the first phase of the entrepreneurial enterprise. Debra particularly, and the crucial choice facing the firm, is whether Theo can in fact manage to stay true to the strategy and value proposition which has defined its existence. It's attempting to establish a distinctive brand in a marketplace that's dominated by large well-established competitors with substantial resources at their disposal. It has not been prosperous in doing this. The case provides students an opportunity to wrestle with very real dilemmas that idealistic entrepreneurs confront - compromising principles, brand-building, managing cash flow and planning for the future.
Theo Chocolate Case Study Solution
PUBLICATION DATE: April 01, 2012 PRODUCT #: BAB692-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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