Gdiva Europe strategy
... Recently, the image of the company has been conflicting in the United States, Europe and Japan. ... My goal was to come up with different advertising strategies and choose the one which I think would help Godiva regain its customers in Europe, and particularly in Belgium. ... It must find an integrated marketing strategy for Europe, Japan, and the United States while considering the inevitable cultural differences among countries. ... The Godiva market is divided into three areas: USA, Japan and Europe. ... Because of this difference in price, chocolates are purchased in small quantities in Japan and the packaging is more important, whereas in Europe, the assortment of chocolates is the most important.