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Callebaut has employed a higher profile marketing strategy, and stronger promotion strategy than Peter’s. Callebaut benefits from a European “myth” in which it is thought that European chocolate is superior. Callebaut has a strong manufacturing plan in place in which it will produce chocolate in the US, thereby lowering it’s production costs and retailing lower than Peter’s. Callebaut’s strengths are in its name, quality, and origin of product. Callebaut’s main weakness is that it under performs Peter’s in blind taste tests. If Peter’s can exploit this, it may prove to be a significant weakness for Callebaut...
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