BSB60407 Advanced Diploma of Management

ASSESSMENT

BSBMGT608A DEVELOP ORGAINSATION MARKETING OBJECTIVES

Submitted by: Gurkirat Singh

ASSESSMENT PART A
ORGANISATIONAL REVIEW COCOA DELIGHT
ORGANISATION REVIEW

Cocoa delight is one of the youngest chocolate manufacturers in the industry

established in 2000. We value creativity and innovation of our youth. Team of
master of chocolatiers has been picked from prestigious schools of
confectionary. We process more than ten types of best Cocoa from different
countries and produce large range of dark chocolates tailored to specific
dietary requirements.

Vision
Our vision is world Class Company within Australia producing large range of
quality chocolate to satisfy under met need in the national market.

Goals/ mission

Encourage continuous improvement.

Quality leader in chocolate industry of Australia.
Trade fairly with local and international suppliers.
Sustainable behaviour.
Reduction in ecological foot prints.

Purpose
Daring and unconventional
Creativity and innovation have always been our strength and
cornerstone of success.
For stakeholder we are stewardship and adhering to professional and
moral standards of conduct in all that we do.

For employee we encourage self-directed teams.

Values

Fair trade practices at national and international level.

Sustainability and high quality.
Combination of innovation creativity and artisan expertise.
Customer oriented management.
Expansion and growth.

Strategic targets / directions

To increase market share and become market leader in 3 years.

To increase brand reorganisation by marketing.
To create awareness of health benefits of dark chocolate.
Provide chocolate of European quality.
Double digit growth rate for each year.

Situation analysis
Situation analysis of cocoa delightconsist of two parts i. SWOT Analysis
ii. PEST Analysis.
SWOT Analysis

Strength
Innovative and creative
Sustainability
Customer oriented
management
European quality chocolate
Range of dark chocolate
Health benefits of dark
chocolate
Meets specific dietary

Weakness
Lack of brand awareness.
Customers are not aware of
health benefits.
Lack of online presence.
Less male and child customer
base.
Regional and country side areas
Are not covered.
Lower market budget.

requirement
Easy customer access.
Lower price.

Opportunities

Less outlets as compared

to competitors.

Threats
International brands with huge
market budget.
Narrow advertising campaign.
Brands wither wider
reorganisation like Green &
black.
Market down.

Unmet market demand of

specific dietary requirements.
Use of social media like
Facebook will increase
customer base.
Develop more loyal customers
and referral.
Promote Australian based fact.
Increase market budget.

PEST ANALYSIS
E

The government is currently passing

legislation that requires business to
monitor and reduce their waste and
energy useinsignificant penalties are
planned for business that dont
comply with the new directives

DISPOSABLE income has reduced due

to rising INTEREST RATES this shortfall
expected to be recovered in the long
term, with wages including expected to
outstrip inflation rates by2%.The
unemployment levels are also increasing
and expected to climb steadily to 6% in
the coming year.

COCOA DELIGHT will try to capitalize

on the social trends of consumers
being more conscious, by promoting
health benefits of Dark chocolates and
offer largest range of different
varieties of dark chocolate.

Technology development with the

broadband rollout across Australia has
been delayed, although the rollout is
continuing and will be completed in
the next three years. Internet retailing

options are expanding and most

retailersare taking advantage of this
newtechnology.

LEGAL AND ETHICAL REQUIREMENTS

Government focuses mostly on the environmental issues of waste
management and energy conservation. According to new law, they have
to find new ways to provide customers with what they want, without
the high electricity usage.
Government is looking at is having the country of manufacture clearly
states on imported products although at present the government is
allowing the industries to self-regulate rather than pass laws.

CURRENT MARKETING ACTIVITIES AND ITS IMPACT ON THE

ORGANIZATIONAL STRATEGIC DIRECTION
Change in focus from local supplier to national ones.
Save money by taking advantage of greater geographic benefit.
Choosing media with national reach.
Evaluate the effectiveness
PERFORMANCE AGAINST SET OBJECTIVES

Store growth and sales growth rate are achieved.

Gross profit margins achieved are 45% against 63% set objectives.
PR marketing performed better than expectation.
58% People in target market recognise Cocoa delight brand

CRITICAL SUCCESS FACTORS

Advertisement using internet ,Tv.

Creativity and innovation.

 Professional and moral standards of conduct.

Ability to obtain finest quality of cocoa beans at best price.
Areas for improvement and lessons learned
To reduce budget in radio advertisement.
Social trend of eating chocolate is increasing at a rate greater than
expected.
PART B VIABILITY REPORT

COST AND BENEFITS OF JOINT VENTURE WITH HAIGS

Haighs sell chocolate at mid ranged prices, so customer could
enjoy greater access to all of the product groups, including the
cheaper range of chocolate.
Low cost combined media of Haighs will help in creating brand
awareness for cocoa delight.
Haigs already have knowledge of market in three capital cities.
Advertisement will be cheaper using Haigs extensive media.
Market segments are complimentary rather than competitive.
Rollout to 100 stores is expected to take in 5-7 years.
Decrease in disposable income due to increase in interest.
COST AND BENEFIT OF FRANCHISING
Franchisee will bring capital so provide ready solution to store
managers shortage.
Proven Melbourne stores provide easy marketing and sales.
100 stores target can be achieved in 3 years.
Introduction to greater legal issues.
Greater conflict between local minded business and brand
interests.
B. PEST ANALYSIS: The pest analysis is very helpful for understanding market

growth or decline and such as position .potential and direction for the
businesses analysis is a business measurement tool. Pest is an acronym for

political, economic factors, which are used to assess the market for a business
or organization.
1. POLITICAL: Government is currently passing legislation that requires
business to monitor and reduce their waste and energy use. Significant
penalties are planned for business that doesnt comply with the new
directives.
2. ECONOMICAL: Disposable income has reduced due to rising interest
rates this shortfall expected to be recovered in the long term, with
wages including expected to outstrip inflation rates by 2%
unemployment levels are also increasing and expected to climb steadily
to 6% in the coming year.
3. SOCIAL: cocoa delights company will try to capitalize on the social

trends of consumers being more health conscious, by promoting the

health benefits of dark chocolates and offer the largest range of dark
chocolate verities and more products.
4. TECHNOLOGY: Technology developments with the broadband rollout

across Australia have been delayed, although the rollout is continuing and will
be completed in the next three years. Internet retailing options are expanding
and most retailers are taking advantage of this new technology.
C. RISK: Risk management is very important to the operations of the cocoa
delight store. The identification assessment and control of allrisks are
important to the successful achievement of the store vision and mission.
RISKIMPACT

LIKELIHOOD

Lack of an equivalent High

financial reward can
affect to run new stores.
Haighs chocolate is not
High
using any advertising
for their store.
New legislation
Negative impact of

low

Medium

Medium

Medium

The cocoa delight

Brand and products

moderate

medium

D. FIT: Strategic management consists of the analysis, decision, and an

organization in order to create and sustain competitive advantage. Using the
franchising option can get some more opportunities. This idea will introduce of
greater legal issues, with each store operating on a separate legal agreement.

IMPACT
After review the Haighs chocolate proposal cocoa delight will get
opportunities with organizational goals and capabilities. Using JOINT VENTURE
option with the Haighs chocolate they can operate different market segment
within same industries. A joint venture is a business agreement in which the
parties agree to develop, for a finite time, anew entity and new assets by
contributing equity.

PART C VIABILITY REPORT MARKETING OBJECTIVES

Short term objectives
Managing brand awareness.
Featuring products from dark decadence range asa first step to sign
loyalty.
Work closely with joint ventures to advertise brand.
LONG TERM OBJECTIVES
1. Create brand awareness.
This benchmark to be achieved in every new market.
Use of Joint venture TV advertising campaign.
Will cost $1.1 million in each new market, funded byusing money set
aside in provisions.
Comply withCompetition and consumer act 2010.
2. To increase marketshare of cocoa delight gourmet chocolateby 18% in every
Australian capital city.
Comply with vision of dominance in market.
Develop market plan.
Resources from Halt & Burrows and 5% of turnover will be allocated to
Finance the budget.
Comply with rules set by ACCC for the market dominant player.
Key performance indicator
Established markets will allocate 20% advertising budget for brand
awareness.
30% sales of machine made chocolate will indicate that new markets are
on track to achieve sales target.

To achieve 18% market share break even target of $3 million should be

achieved.