Chapter 6 Case Study: â€œEthelâ€™s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Successâ€ located in the course shell under the Week 4 tab. I need some help trying to write this paper You are to write a three to four (3-4) page report based on the â€œEthelâ€™s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Successâ€ case and address the following topics: 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethelâ€™s. 2. Discuss the factors that influence a consumer to spend money and time at Ethelâ€™s. 3. Justify which factor you think will motivate a consumer the most. 4. Determine what needs the Ethel’s experience appeals to most. Explain your reasoning. I posted below the case study Ethelâ€™s Chocolate Lounges The chocolate house dates back to seventeenth-century London, when members of societyâ€™s elite would gather in luxurious surroundings to relax and sip hot chocolate. Later, Europeans expanded on that idea and developed solid chocolate treats that sold in upscale boutiques. Lacking the resources and economy of established continentals, bootstrapping American settlers pioneered the development of cheaper chocolate bars for the masses. Centuries have passed, however, and the American palate has tired of the taste of mass-produced chocolate. The U.S. chocolate industry has experienced growth of less than 3 percent since the turn of the millennium, and the lack of industry innovation has left a bad taste in chocolate purveyorsâ€™ mouths, too. Enter Ethelâ€™s Chocolate Lounges, named in honor of the matriarch of the Mars family, who founded the candy company with her husband Frank in 1911. Now Ethel Marsâ€™s name adorns the signs at the companyâ€™s latest attempt to breathe fresh life into chocolate. Aware that chocolate sales at upscale retail outlets like Godiva and Starbucks grew by nearly 20 percent from 2002 to 2004, Mars opened Ethelâ€™s Chocolate Lounge in the Lincoln Park neighborhood of Chicago in April 2005. More Ethelâ€™s Lounges have opened since then, and the chic chocolate houses are Marsâ€™s bet that well-heeled and sweet-toothed consumers will take to premium chocolate the same way that well-to-do coffee lovers flock to Starbucks for high-priced java. Ethelâ€™s Lounges are designed to coddle patrons in the lap of luxury, but Mars president John Haugh maintains that what makes Ethelâ€™s special is that it offers â€œapproachable gourmet chocolate.â€ In other words, you donâ€™t have to be a millionaire to enjoy the sweet taste of the good life. Prices are not for everyoneâ€™s wallet, however. Truffles and Tea for Two, which features all 11 of Ethelâ€™s truffles served on a silver platter, sells for $15. Chocolates and Cocoa for Two includes two cocoas and 10 pieces of chocolate for $18, and a box of 48 chocolates is $42. Five â€œCollectionsâ€ offer over 50 individual chocolates that sell for between $.90 and $1.50 each. Supporting Haughâ€™s claim of approachability, though, the menus at Ethelâ€™s feature icons and descriptions of the chocolatesâ€™ contents so that customers wonâ€™t experience an unwanted surprise. A multitude of hot and cold beverages gives visitors more reasons to extend their stays. But itâ€™s not just the chocolate that makes Ethelâ€™s such a desirable destination. Advertising describes Ethelâ€™s as â€œa place for chocolate and chitchat.â€ Generously stuffed pink couches with brown accents combine upscale modern and traditional looks to give the stores a hip and classy feel. For those who donâ€™t immediately get it, a sign behind the counter reads, â€œChocolate is the new black.â€ The storesâ€™ appeal is their relaxing ambience and neighborhood vibeâ€”like a modern American coffeehouse, these shops encourage social
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