Mission - Godiva was first to create the concept of premium chocolate and positioning itself as a luxury chocolate producer and supplier all over the world providing its customers the best quality of luxury chocolate. Godiva continually strives to create new, prestigious products and has built its product image as qualitative and luxury (Godiva 2007,21 March; www.hearts onfire.com). Godiva's standard of excellence includes maintaining product's high quality by requiring best quality ingridients, taste, special handling during storage and display. (www.godiva.com).
Corporate objectives - As Godiva is part of Nestle, the corporate objectives of the company are linked by Nestle corporate objectives. In this paper the product of Godiva - Couers de Bruxelles Selection, are chosen to be positioned in the Latvian market. As it’s a relatively free market for luxury chocolate marketers (Datamonitor, August 2007), but trends shows, that Latvian consumers demand this type of product (LETA 2007) the entrance on the market would be an easyily achievable goal. Nestlé's business objective is to manufacture and market the company's products in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, and business partners, which coincide with Godiva corporate objectives (www.nestle.com). …
