Marketing Strategy Chocolate

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Executive Summary The chocolate manufacturing industry is fast growing and highly profitable. It has been a stable industry since the early 19th century with the introduction of solid chocolate pieces. Innovation and technology has increased the productivity of the industry and heavy promotion has given companies high brand recognition. The industry includes domestic and international companies, which holds both domestic and/or international locations. Chocolate can be found in many forms: large bars, small bars, mixed with fruit, nuts or caramel, individually wrapped pieces, boxed candies, seasonal molds, powdered, or mixed into a syrup. Chocolate can be used as a treat to eat or drink, or for baking. You can buy sweetened or unsweetened, depending on intended use, milk chocolate, white chocolate or dark chocolate, depending on individual tastes. There is something for everyone. Background The 19th Century marked the most revolutionary developments in the history of chocolate. In 1847, an English company introduced solid "eating chocolate" through the development of fondant chocolate, a smooth and velvety variety that has almost completely replaced the old coarse grained chocolate which formerly dominated the world market. The other development occurred in 1876 in Vevey, Switzerland, when Daniel Peter devised a way of adding milk to the chocolate, creating the product we enjoy today known as milk chocolate. In the U.S., the production of chocolate proceeded at a faster pace than anywhere else in the world. It was in the pre-Revolutionary New England, 1765 to be exact, that the first chocolate factory was established. During World War II, the U.S. government recognized chocolate's role in the nourishment and group spirit of the Allied Armed Forces, so much so that it allocated valuable shipping space for the importation of cocoa beans. Many soldiers were

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