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. "Part-
timers 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