Ch. 5 - Developing a Global Vision

Global Vision of Godiva Chocolate

Globalization is about demolishing barriers--physical, geographic, political, cultural, economic, social, legal, religious, etc. --to enable collaboration, the sharing of ideas, and the conduct of commerce between people, companies or organizations outside local markets. Today, we live in a digital age where the free flow of communication and creativity has allowed for globalization to evolve. The rapid advancement of technology and breakthrough of new media has brought about social, cultural, and economical shifts. Global brand recognition without a global vision is no longer possible in today's time where consumers live in real time.

The Godiva Global Team of Chefs 

The Godiva global team of Chefs and Chocolatiers keep the Belgian tradition alive and delicious. Consequently, the global team of Chefs and Chocolatiers has the pleasure of creating extraordinary Belgian chocolates that are available in over 80 countries. One of the Senior Chefs of Godiva David Funaro joined the company in 2007. At Godiva, Chef David's primary focus is the development of new chocolate and pastry products for Japan and Pacific Rim markets.Another Chef Wilmots Ilse, who worked as a Chocolatier in a pastry shop and then joined Godiva and eventually found her way onto the Research & Development team. "Together with our American colleagues we create and develop the finest, most delightful, and wonderful chocolates," she says proudly. Godiva's vision is to own the ultimate chocolate experience that inspires passion for its brand around the world. Having established as the brand for Chocolate Gifting, Godiva aims to build on its success, and expand its breath of brand awareness by pushing to be the best of everything chocolate. Godiva endeavors to widen its global footprint and reaching out to more markets. It has over 500 retail outlets globally and focuses on building capabilities to adapt to its increasing local markets.
 

Global Marketing Standardization

Developing a global marketing strategy is a key concern for multinational companies. Firms ascribing to Global Standardization theory view the world as one entity, not a collection of national markets. It is not surprising that Godiva Chocolatier, Inc., one of the creators of the world's most elegant, hand-crafted chocolates has a tradition of perfectionism. In keeping with this tradition, the founder of Godiva, Draps family kept this unique formula of rich chocolate with unparalleled smoothness and with a remarkable eye for detail, set forth the standard for Godiva's innovative selection of elegant, European shell-molded designs and beautiful packaging.Through the years, these standards have been maintained as assiduously as Drap's recipes have been guarded. As a result of adherence to Draps heritage, Godiva chocolates evoke the greatest in confectionary excellence. The same careful attention to quality is apparent in the exquisite European-style gold balloting and handcrafted seasonal packaging that has earned Godiva a reputation for design excellence as well as its taste. From Brussels to New York to Paris to Tokyo, it is Godiva that brings the best of Belgium to the world.