godiva
Godiva Europe Issue Godiva is having problems gaining and keeping market share in Europe. There is a current situation in their home market where Godiva believes it must repair its “grandmotherly” image in order to protect and promote its image of quality and luxury throughout the world. The main problem facing Godiva is how to maintain this brand name prestige while unifying its image, regardless of cultural barriers. ... Godiva is also experiencing pressure from their competitors and must seek a competitive advantage to differentiate themselves locally and abroad. History & Market Information Joseph Draps founded Godiva in the 1920’s and has since been purchased by the multinational Campbell Soup Company. ... Godiva chocolates are said to be one of the more elite brands, but do not differ much from their competitors. Godiva International is made up of three sectors: Godiva Europe, Godiva USA, and Godiva Japan. Godiva Europe’s president is Charles van der Vecken. ... Godiva Europe had annual sales of 926 million in 1990. Belgium, where the chocolate industry originated, is currently Godiva’s largest market. ... Godiva’s newest packaging strategy is to sell chocolates in collections. ... If Godiva seeks to have a uniform image across the board they also have to have uniform prices. ... Godiva’s goal is to create a uniform and identifiable look.