Introduction
SITTING AT HIS DESK, ADMIRING THE COLORADO MOUNTAINS IN THE DISTANCE, Frank C rail was counting his blessings at the success of Rocky Mountain Chocolate Factory Inc.
(RMCF) over the past 27 years.
The company had not only allowed him and his wife to raise their children in Durango, Colorado, but had also provided them a more-than-comfortable livelihood.
Crail knew that for his company to continue to grow and be successful, planning for the future was necessary.
How long would growth continue in the gourmet segment of the chocolate industry? Consumer tastes were changing. Competition was heating up, with smaller companies being bought by corporate giants who were eying the growth in the gourmet segment of the market. RMCF’s business model had been effective, but should changes be considered? With one last glance at the beginnings of springtime in the mountains, Crail left for RMCF’s annual planning meeting and his management team waiting in the board room across the hall.