This case is the decision of the manufacturer of boutique chocolate grow. Zotter, the Austrian company, which has been a pioneer in organic and Fairtrade chocolate movement uses traditional confit technique to make premium hand, picked up the sweets in unusual combinations and innovative taste. Having done a lot to educate the market about the value premium, organic and Fairtrade chocolate, Zotter has strengthened its market position in the premium segment of the Austrian market chocolate. The company has only recently started to sell their products outside of Austria. However, time and labor-intensive production processes and high prices for candy Zotter limit the scalability of the company, although the founder wants to grow. While the founder has many ideas for the company, it is not clear what would be the best way for this growth it desires. The case provides students with an opportunity to discuss how entrepreneurs create markets for new products, and how they can strengthen their position.
To show students how entrepreneurs create markets for new products, and how they can strengthen their position.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Mukti Khaire, Stefan Aichinger, Monika Hoffman, Maximilian Schnoedl Source: Harvard Business School 19 pages. Publication Date: February 22, 2010. Prod. #: 810091-PDF-ENG
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