Atif Bilal Purdy's Chocolates

ATIF BILAL (MBA 4,B)

How It Started Family Business Western Canada

Richard Carmon Purdy opened his first chocolate shop in 1907 on Robson Street in Vancouver Canada.

Pioneer Richard Carmon Purdy was born on January

20, 1878 in London Hiram Wesley Purdy, a farmer (father) Mary Ann Purdy (mother)

vision To be the “leading Chocolatier in Canada”

We attract the best because we offer the

best.

Best Quality Purdy's Chocolates are made using only the

finest ingredients from around the world including chocolate from Belgium, ginger from Australia, cashews from India, and dairy products delivered fresh daily from farms across Western Canada.

Present situation largest chocolate retailer in Western Canada second largest in Canada 55 stores in British Columbia, Alberta, and

Ontario.

Expansion Second chocolate shop at 675 Granville

Street In 1918, according to the Wrigley's British Columbia Directory, Purdy was considered a “Manufacturer and Retailer of High-Class Confectionery”. 1918

Robson Street store centre of Vancouver‘s

Fresh Chocolates Burnaby (1930s)

opened a new chocolate shop called Window Made Candy.

1940 Frank took over. He quickly learnt about the art and science

of making chocolates. He was also a visionary. New varieties of chocolates for his customers Setting higher standards in marketing Inventing machines and modernizing production methods that are still in use in Purdy's twenty-first-century factory.

1950 Purdy's Famous Yard long box of chocolates

has been delighting and surprising customers for more than 50 years! Frank's wife, Joy idea of making box filled with chocolates that people could reuse as a gift box for ties?

1953 to 1963 Frank opened chocolate shop in Kerrisdale.

(1953) Park Royal store. (1955) 1963 Hugh and Frank Forrester put Purdy’s for sale.

Eric had financial and retail expertise. Charles had manufacturing and construction know-how. It was a perfect fit.

1970

CHOKLIT PARK

1980 to 1982 Purdy's had grown to 28 stores and was in

need of a larger factory and warehouse space. In 1982, as Purdy's celebrated its 75th anniversary. Staff moved into 57,000 sq/ft factory at 2777 Kingsway. Opportunity to see firsthand how chocolates

were made.

1999 to 2004 Keran Flavelle took over. online shopping services to

customers.(1999)

Named one of The 50 Best Employers in

Canada, by Hewitt Associates, a global human resources company in 2004, 2008 and 2009.

2005 to 2007 Karen Flavelle won the “Most Influential

Women in Business” Award. (2005) Purdy's Chocolates was inducted into the

Hall of Fame(2007)

The same year the company turned 100

years old.

2008 This year Purdy's Chocolates was named #1

in the Top 100 Woman Owned Businesses by “Vancouver Magazine”.

Competitor Hershe’s (American )

Laura secord (Canadian 1913)

Mars (American, 65 countries globally)

Ice cream Purdy's Chocolates did a partnership with

Island Farms to create the first ever line of Purdy's Premium Ice Cream.

Business Gifts 23 different chocolates boxes. Online Gift Order.

WEDDING FAVOURS & EVENTS Set the tone for your special day. Handcrafted chocolate.

Perks to employees Product Discounts Educational Sponsorship Career Development Recognition Programs Computer Purchase Program Registered Retirement Savings Plans Employer-matched Charitable Donations Scholarship Program

Negative decisions

1920 Overwhelmed by debt and hounded by

creditors story of Purdy's Chocolates might have ended then and there chocolate lovers Kirkland and Rose saved the company.

Employee at purdy’s "I could see the company was cheating and

not treating its workers fairly," says Yuen, who has worked at Purdy's for more than six years. Up until last year, even though both full-time and part-time employees worked Monday to Friday, eight hours a day, only those classified as full-time received benefits, including profit sharing, vacation leave and paid statutory holidays. "Parttimers got nothing."

Strategies Growth Strategy (Western Canada to Eastern Canada)

Differentiation (yard long box, wedding business gifts

)

Related diversification (Ice

&

SWOT Strengths  Core competency (traditional & unique taste)  Quality as competitive advantage  Customers’ likeness  55 stores in Western Canada  Online Service (online shops and order)  Social Responsibility (choklit park, no child labor )

Target market is limited (only in

Western Canada) No shelving No Global Expansion No Market Penetration (only upper

Opportunities  Chocolate Drinks  Middle Class market  Candy Market (like competitors)  American Market  Global Market  Super Stores

Threats Competitor s’ Aggressive line extension

Bargaining power of suppliers High (No Price

Contract)

Growing competition

Suggestions Need to Expand Globally Shelving Super Stores Target Lower & Middle Class market Chocolate Drinks