Title: Summary Report on a visit out to Butlers Chocolate Factory.

For the attention of: Mrs. Edwards

Author: Aoife Pollock

Date: 11th October 2013

Aims & Objectives:

We wanted to learn how an enterprise was set up and managed. We also wanted to see how the inside of the enterprise was operated and how it was planned out. As an individual, I wanted to see how the factory was run and were steps were involved in making the chocolates because I have a huge interest in culinary arts and chocolatiers.

Body of the Report:

History:

The business was first set up and established by Marian Butler 1932, in a place called Lad Lane in Dublin. The business was set up here because it was near the airport (for transporting goods) and because Ireland was a good place to make chocolates because of the temperate climate.

The Organisation:

The enterprise is set up as a Limited Company and is listed on the Irish Stock Exchange. The enterprise is set up in Clonshaugh Business Park in Dublin. On the premises, there is the chocolate factory, a warehouse and the head office of Butlers Chocolates. In Ireland, they have up to sixteen Butlers Chocolates Cafés. The company sell in duty-free shops in airports across the world and have many franchises abroad.

The Product:

Butlers Chocolates have a huge variety in their product range. They sell the following:

  • Boxed ChocolatesChocolate Baking Products
  • Chocolate Truffles with AlcoholWedding Favours
  • Alcohol Free ChocolatesChocolate Café Merchandise
  • Chocolate BarsLuxury Chocolates
  • Fudge, Toffee & CaramelsHollow Novelties
  • Bulk ChocolatesHot Chocolate

The unique selling point (USP) of Butlers Chocolates is the superior taste and high standard quality. The product is packaged in recycled materials. As well as the taste, Butlers is also known for their fine packaging, employing Irish, attracting tourists and being ethically traded. In the production of the product, chocolate waterfalls, TekPak, depositors and extruders, spinning machines, freezers and tempering wheels are used. The stages in the production of the chocolates are:

  • Buttons are made
  • The Fillings are piped in
  • The chocolate is cooled
  • The chocolate is decorated
  • It is cooled again
  • The chocolate is packaged
  • The goods are then sent away

All raw materials used in the chocolate are sourced from Ireland and other countries abroad. The raw materials used in the chocolates are;

  • Cocoa BeansCondensed Milk
  • WaterCocoa Butter
  • Liquid ChocolateVegetable Oil
  • SpicesFillings

Price:

The price range for the chocolates is €0.90 (chocolate bar) to €43.65 (large box of chocolates). The pricing decisions are influenced by the cost it takes to make the chocolates, the economy and by how much people will spend, and the other competition in the chocolate market.

Promotion:

The target for Butlers Chocolates is quite wide because everyone loves chocolate. The product is promoted through airport shops, television, the Butlers Chocolates website, social networking websites and through their loyalty card system. Their slogan is “Purveyors of Happiness”. The logo is Butlers in brown calligraphy and their white box with a yellow ribbon packaging. The main competitors for Butlers are Thorntons and Lily O’Briens chocolates. Market research is very important for them because it is the key to sales growth. Looking at what their competitors are selling, testers on the factory floor and reviewing the trends in the market carry out market research for Butlers Chocolates.

Place:

Butlers Chocolates sell their product:

  • Butlers Chocolate CafésTourist Shops
  • Retail outletsGourmet food shops
  • Duty-free shopsChain stores
  • Department storesOnline/Phone Ordering

Butlers Chocolates sell to many countries abroad including:

  • EnglandUSA
  • AustraliaSingapore
  • RussiaCanada
  • PakistanDubai
  • KarachiWellington
  • Abu Dhabi

Packaging

The goods are packed in the famous white box and yellow ribbon (one of the logos for Butlers Chocolates). At Christmas, the chocolates are packaged in a white box with a ribbon. Most of the chocolates are packed by hand using the TekPak (a robot which packages goods). The packing that is used for Butlers Chocolates is made from recycled material only.

People:

The jobs that are available within the Butlers Chocolate Factory are the following:

  • Sales
  • Marketing
  • Human Resources
  • Production

Different jobs in Butlers require different skills, but the skills that are common in all the jobs are:

  • Enthusiasm
  • Dedication
  • Good with people
  • Having your own initiative

Conclusions:
From visiting Butlers Chocolate Factory, I learned a lot about enterprise and setting up your own. I felt that I learned about the whole production and management of the business and how they became so successful in the chocolate-making industry. My overall thoughts of the visit were that I enjoyed the day a lot and I definitely did learn a lot of new things about enterprise.

Recommendations:

I think I would have enjoyed the day a lot more if we had of had more time in the factory and to have more time looking around. If I were to visit the factory again, I would make sure to take down more notes and to listen more carefully to the tour guide.