Marketing Strategy Godiva Europe Case Should Godiva International develop a common advertising strategy? Godiva International seeks to unify its image and product around the world. But there is variation between the image, consumption, and kinds of chocolates that consumers of different countries enjoy. The European market consists of Belgium, France, United Kingdom, Spain, Portugal and Germany. The other two main markets are the United States and Japan. The chocolate industry in Belgium is unique. Belgian …showed first 75 words of 616 total…

…showed last 75 words of 616 total…confusion and miscommunication between markets as well as within the company itself. It would be unprofitable and unsuccessful to appeal to each different market in the same way without respecting cultural differences. Each major market can appeal to its target audiences with the same basic message and then develop it to fit different cultures. By doing this Godiva will attract individual markets while at the same time unify the international corporation under the same concept.