- How does the external environment of marketing affect a firm?
Godiva is unable to sell liquor truffles to minors who aren't of the age of 21 also to be able to purchase the liquor truffles it must be bought in a quantity of half a pound of only liquor truffles which are about 12-16 pieces and varies in price from $25-36 dollars. If one desires an a assortment of liquor truffles and other chocolates that we offer then you must get at least 24 pieces or more to do so. This is due to the New York State open bottle Law.
"Godiva Liqueur Truffles are available in limited areas due to regional laws regulating the sale of
products containing alcohol but can be purchased in our company-owned Boutiques in the following states: Arizona, California, Colorado, Florida, Hawaii, Illinois, Kentucky, Louisiana, Minnesota, Missouri, Nebraska, Nevada, New Jersey, New York, Texas and Virginia."
Godiva's Target Market
Started with Women and Men aged between 30 and 62 Larger discretionary income ( > $75k a year) But mainly Women. Since Chocolate is associated with Women.
This includes: Wedding planners, party planners, special event caterers, and Corporate Offices.
Recently Godiva has reached out to a different market to make some of their products affordable for those with lower income. That is way some products can be found in Target, CVS, and Macy's These places are very limited with options and way in personalizing the chocolate according to liking simple because Godiva still wants their customer to experience the Godiva Boutiques. They also welcomed a younger crowd with their bright new color chocolate flavors and popular Godiva Shakes.
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