Godiva Europe Case
Should Godiva International develop a common advertising strategy?
Godiva International seeks to unify its image and product around the world. But there is variation between the image, consumption, and kinds of chocolates that consumers of different countries enjoy. The European market consists of Belgium, France, United Kingdom, Spain, Portugal and Germany. The other two main markets are the United States and Japan.
The chocolate industry in Belgium is unique. Belgian consumers buy chocolates as gifts and for special occasions. …
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