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is that there is intense competition from other cake shops that have a wider range of products, as well as a café set up where people can sit in and enjoy the cakes.
In fact, Awfully Chocolate experienced a slump in revenue between 2013-2015 due to competition by malls and restaurants and had to close down their restaurant at Esplanade (Helfand-Rogers, 2016).
Porters five forces analysis provides a structure for analyzing the industrial forces and competitive forces in an industry (Porter M. In the industry that Awfully Chocolate is operating in, there is the barriers of entry are low, therefore there is high threat of new entrants.
They also have a liquid cash flow that ensures they have no problem at all delivering to customers and paying suppliers.
In their physical location, Awfully Chocolate have uniquely designed shops located in central business district making them more accessible to customers.
The company started with a dark chocolate cake, rich, tasty and light that anyone would find themselves craving for, and never tire of.
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They also sell only full cakes, no slices, unless in recent times when they have been trying to meet the needs of their customers in different cities where they have franchises, and customers have different tastes and preferences such as smaller or slices of cakes.
With the identification of the unique customers to focus on, Awfully chocolate position themselves in that they will only concentrate on the quality and give value to those who will pay for it (Porter, 1985)For awfully chocolate, the core competencies they possess have to be the uniqueness of their cake, the high quality that offers value to the consumer, the well trained staff offering the best of services to the customers, as well as their ordering system by IBM which makes the ordering processes very efficient.
The cake quality is valuable, not easily imitable due to the unique recipe they possess as well as rare.
They chose not to use display as their method but be creative on the hotel design that does not focus on display for products so as to stimulate the client to buy (awfullychocolate.com, 2017).
The IBM technology has contributed to ensuring that there is customer satisfaction as a result of the efficient order system.