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This could be through offering other products of chocolate such as milkshakes, since they have recently introduced chocolate ice cream.
In fact, Awfully Chocolate experienced a slump in revenue between 2013-2015 due to competition by malls and restaurants and had to close down their restaurant at Esplanade (Helfand-Rogers, 2016).
Porters five forces analysis provides a structure for analyzing the industrial forces and competitive forces in an industry (Porter M. In the industry that Awfully Chocolate is operating in, there is the barriers of entry are low, therefore there is high threat of new entrants.
Awfully Chocolate has well trained employees that give high quality of service for the customers that keeps them coming back.
The franchising companies are also proud to be associated with the Awfully Chocolate brand, creating an internationally recognized brand.; awfully chocolate has the opportunity to expand, into areas outside the city centers as well as expand in their product portfolio.
The main competition that Awfully Chocolate faces is Baker Zin and Chocolate Amer.
There is the threat of imitation of their product which is what makes them unique.The location is also in the Central Business District of major towns, which makes them very accessible to customers.Their positioning is to target the younger generations, the millennials from teenagers to 35 years.Other companies could imitate the same cakes and sell at different locations at different prices.Lastly, there are campaigns of eating healthy which make the customers opt for healthier options other than eating cake and chocolate desserts.They also sell only full cake and their business is a cake shop whereby a cake is ordered, made and collected without any cake display.The brand name Awfully Chocolate is associated with high quality chocolate cake and value for money. Their focus on quality is their main source of repeat customers.Most of the marketing is done through word of mouth, whereby the customers enjoy the cake and refer others for the same.This is in consistence with the model that they do not have displays in their shops to appeal to people but instead those who experience the quality get others talking.With the identification of the unique customers to focus on, Awfully chocolate position themselves in that they will only concentrate on the quality and give value to those who will pay for it (Porter, 1985)For awfully chocolate, the core competencies they possess have to be the uniqueness of their cake, the high quality that offers value to the consumer, the well trained staff offering the best of services to the customers, as well as their ordering system by IBM which makes the ordering processes very efficient.The cake quality is valuable, not easily imitable due to the unique recipe they possess as well as rare.