Case: Cherry Liqueur Chocolates to Finland

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Sweet treats or cultural mismatch?

19-12-2024 522 views 0

Cherry Liqueur Chocolates to Finland

You are an advisor for one of the largest cherry liqueur chocolate manufacturer in the Netherlands. Yep, it’s all about ‘Kersenbonbons’ this time!

The management is excited about export plans to Finland. Cherry liqueur chocolates are extremely popular in the Netherlands, and the management believes this product has great potential abroad.

The chocolates contain only a very small amount of alcohol. For example:

You would need to eat over 40 pieces to reach 0.2 promille (the legal blood alcohol limit for driving in most EU countries).
Even Mon Chéri chocolates, known for their 13% liqueur content, contain only about 0.5 grams of alcohol per piece—less than what’s found in a small sip of beer.

However, there’s an unexpected twist: In the Netherlands, a driver was caught under the influence of alcohol after consuming a box of cherry liqueur chocolates. The chocolates were described as “very delicious” by the driver, but the incident raises important questions about the perception and regulation of such products.

To get right into the spirit of this quirky case, watch the short video “Na hoeveel kersenbonbons mag je niet meer rijden?” by Ruben en de Idioten. While it’s meant as a joke, it sets the stage for the cultural and legal dilemmas you’ll explore.

The management says:
“Surely, this minimal amount of alcohol can’t be a problem, right?”

Why this assignment matters
This assignment helps you understand how cultural and legal differences can impact international business strategies. By analyzing Finland’s market and forming a well-researched opinionBeing able to know whether something is fact or opinion, is very important when reading news or watching an advert for example.
• A fact is something that can be proved to be correct.
• An op… Read more, you will develop skills in critical thinking and practical advising.

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Assignments for students

Research the similarities and differences between the Netherlands and Finland in terms of:

Alcohol policies (e.g., labeling rules, restrictions, cultural attitudes).
How products with alcohol are perceived, especially in relation to children.

Use your research to answer these questions:

Is there a risk that Finnish consumers could view cherry liqueur chocolates as unsuitable or controversial? Why?
What opportunities or challenges might arise from Finland’s strict alcohol policies?
Advise: Write a brief recommendation to the management, answering the big question: Is Finland the right market for cherry liqueur chocolates? Why or why not? Support your opinionBeing able to know whether something is fact or opinion, is very important when reading news or watching an advert for example.
• A fact is something that can be proved to be correct.
• An op… Read more with clear arguments and evidence.

Criteria

Pass: Relevance of arguments; the recommendation answers the main question clearly (Is Finland the right market?).
Merit/Distinction: The recommendation is well-supported, strategic, and considers both opportunities and challenges. Arguments are detailed, evidence-based, and show critical thinking.

Core assignments for students

Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.

Cherry Liqueur Chocolates to Finland

This form is for submitting your analysis and recommendation regarding the export of cherry liqueur chocolates to Finland. You will provide insights on consumer perception, opportunities, and challenges based on your research. Finally, you will write a clear, evidence-based recommendation for management and complete a quick self-assessment of your work.

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Case method | Cooperative learning

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The individual’s vision is reappraised after seeking additional information. The different visions are selected and appraised.

Storytelling | Content-based

Presentation of poems, eye-witness reports, etc. The more authentic, the better.

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Edvard Spaapen

Editor of content during development stage