This task focuses on the development of organizational and marketing objectives for Cocoa Delight, a chocolate manufacturing company in Australia. It includes a situational analysis and addresses legal and ethical requirements.
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STRATEGIC PLANNING1 Management Student’s name Course University Date
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2 Introduction This task shall focus on the development of an organizational and marketing objective for cocoa delight a chocolate manufacturing company in Australia. The task shall address the strategic plan of the organization to enhance the understanding of the mission, vision and organizational values. The report shall outline the legal and the ethical issues that has been considered by the company in its marketing plans and objectives. A situational analysis shall also be conducted to determinevariousfactorsthathaveanimpactonthestrategicperformanceofthe business(Wuehler1) Vision of the organization Cocoa delight seeks to be a world class chocolate manufacturing company that satisfies the needs of the consumers in the national market through its quality products. Core values of the organization To engage in fair trade practices at both national and international level. Production of high quality products to achieve sustainability. Use of creativity and innovation for improved production. Meeting the needs of the consumers in production. 1Wuehler, Sara E., Sonja Y. Hess and Kenneth H. Brown, "Situational Analysis Of Infant And Young Child Nutrition Activities In The Sahel - Executive Summary" (2011) 7Maternal & Child Nutrition
3 Mission of the organization Thecompanyaimstoenhancecontinuousimprovementinthequalityof production. The company purposes to be the leading chocolate industry in Australia. The organization seeks to engage in a fair trade with both the locals and the international suppliers. The strategic target of the company. Becoming a market leader after three years through increasing the market share. Enhancing brand recognition in the market through various forms of advertisements. Creating the health awareness regarding the benefits of dark chocolate. Providing chocolate of good quality. Legal and ethical requirements Cocoa Delight adheres to the environmental law that demands an appropriate waste management which prevents the pollution of the environment. The company provides the consumers with quality products as per the ethical requirements. The company does not discriminate the consumers on the basis of price for the products but rather avail the goods at affordable prices to the consumers.
4 The current marketing activities of the organization and its impact on the strategic direction of the organization Cocoa Delight has shifted its focus from regional to national supply of its products. This enhances profit maximization by the company which in return leads to rapid growth and development of the company. The company uses various forms of advertisement such as newspapers, televisions and billboards that creates an awareness to the consumers regarding the existence of the product which initiates purchases from their end. Stake holders to be consulted regarding the strategic direction. The board of the directors play a crucial role as far the strategic direction of the company is concerned hence they should be involved in the strategic direction of the company.
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5 Situational analysis The situational analysis shall involve PEST analysis and SWOT analysis. The PEST analysis shall ascertain the external factors that have an impact to the organization. On the other hand, the SWOT analysis shall analyze the internal factors that have an impact on the business(Slater2). SWOT ANALYIS Strength Cocoa delight focuses on the satisfaction of the customers. Engages in the production of chocolate of European quality Production of dark chocolate with health benefits. The chocolate produced meets specific dietary requirements. The company has an easy accessibility to the customers. The company sells its products at lower price an aspect that enhances the attraction of the customers. Weakness The company does not have an online system for marketing its products. The company has only few outlets as compared to the competitors hence limited market share for its products 2Slater, Stanley F., G. Tomas M. Hult and Eric M. Olson, "Factors Influencing The Relative Importance Of Marketing Strategy Creativity And Marketing Strategy Implementation Effectiveness" (2010) 39(4)Industrial Marketing Management
6 Opportunities The incorporation of e-commerce shall increase the customer base for the organizational products. The organization should do their best to develop more loyal customers The company should strive to meet the demands in the market that have not been addressed by other existing firms. Threats Various international brands with a huge market budget. Limited advertising campaign. Inflation resulting to low purchasing power from the consumers. PEST ANALYIS Political factors Government legislations set to enhance waste control and levying heavy penalties for those who violate them. Economic factors There has been a reduction in the dispensable income for the company due to increased interest rates. Social factors Cocoa Delight shall maximize on the social trends in the market in relation with the behavior of the consumers in the consumption of various categories of dark chocolate. Technological factors
7 The technological development have expanded and most of the retailers are taking advantage of the technology in marketing. PART B Summary of the marketing performance Effectiveness of the previous marketing strategy The organization used show and exhibitions in major events to create an awareness of the products to the consumers due to a series of events in the country but still it did not work appropriately(Pallister3) .The use of posters never brought a lot of influence to the business. Effectiveness of the current marketing strategy. The company currently uses the social media such as Facebook and twitter in advertisement which is more effective as compared to other means and this has enhanced the success of the company. The current positioning strategies used by the company Suitable location The company must located at a suitable place to enhance easy accessibility by the target consumers an aspect that increases the sales of the organization. Effective advertisement. 3Pallister, John, "Customer Relationship Marketing" (2012) 9(2)Journal of Database Marketing & Customer Strategy Management
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8 The company has effective advertisement strategies which enhances the familiarity of its products by the consumers. Lessons Learnt when developing future marketing strategies and objectives. The quality of the products is very important for the success of the products in the market hence the marketing strategy should be focused on the quality of products needed by the consumers in a given market segment. SWOT analysis for the current key products and services. Strengths. Low production cost hence efficient price for the products. Quality products in the market. Weaknesses Lack of competent work force Minimal space for future expansion. Opportunities Availability of ready market Threat Stiff competition from similar well established enterprises. Critical success factors for future strategic and marketing performance
9 Effective advertisement through television Maintaining high professional and moral standards of conduct. Quality cocoa beans at fair Part 3- long term strategic marketing objectives and KPI’s Long term objectives To create brand awareness To increase the market share of Cocoa delight by 18% in every capital city in Australia. Key Performance indicators The markets that have been established will allocate 20% of the budget used in advertisement crucial for brand awareness. The 30% of sales in chocolate shall indicate that the new markets have been explored by the business organization. The breakeven target of $3million should be achieved to realize 18% of the market share. Part 4-Risk management strategy
10 Strategies and contingencies to ensure the marketing objectives are met Risk diversification The company has diversified its investments in various economic sectors hence spreading the risk. Risk transfer The company has insured itself to effect compensation once it suffers the risk insured against. Risk avoidance The company avoids some ventures that may pose the business high risk. Significant risk in achieving the long term goals Risk of fear of loss The company works hard to ensure it achieves its objectives especially meeting the profit targets. Risk of business failure The company may fear to fail in operations hence strive to succeed amidst competitive enterprises. Assessment 3- Questions and Answers
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11 Situation analysis This refers to the internal and external analysis of the market to ascertain various factors that have an impact to the business to enhance the formulation of effective strategies to succeed. Purpose To ascertain appropriate strategies to be used by the organization to succeed amidst the internal and external factors that may hinder the performance of the business. Details of situational analysis It entails the following: The PESTEL analysis which examines the external factors that influence the business operations. The SWOT analysis that examines the internal factors that have an impact to the business operations. Strategy/tactics This refers to the action plan that is usually pursued to achieve a specific objective in the organization(Ogbonna4). Value This refers to the degree of importance the customer and the marketer has for the business. 4Ogbonna, E., "Initiating Strategic Planning" (2016) 22(5)Strategic Direction
12 ADMA Direct Marketing Code of Practice This outlines the standards of conduct by the marketers to minimize the risk of breaching the terms and conditions of trade. Australian E-commerce Best practice model This sets specific standards for the consumers’ protection measures in e-commerce to prevent the discrimination in trade. Australian Government Policy Framework for consumer protection in Electronic Commerce This is a body that protects the consumers against the marketers who may utilize in their marketing campaigns misleading them. This body ensures that the products that are sold to the consumers are of good quality. Free TV Australia Commercial Television Industry Code of Practice. Is the code of practice that regulates the adult content and various programs that are not suitable for children It outlines a clear procedure on the times to display certain advertisements in the television. Copy right This refers to the rights that the authors have for their literary works.
13 Equal opportunity This refers to the act of giving all the individuals same privileges over resources available. Privacy laws This refers to the law that regulate the use of personal information without the consent of the individual. Regulation for sweep stakes The regulations prohibit taking unfair advantage over another individual or organization taking part in sweepstake. When carrying out a marketing plan for sweepstake, there should be no any discrimination. References. Ogbonna, E., "Initiating Strategic Planning" (2016) 22(5)Strategic Direction
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14 Pallister, John, "Customer Relationship Marketing" (2012) 9(2)Journal of Database Marketing & Customer Strategy Management Slater, Stanley F., G. Tomas M. Hult and Eric M. Olson, "Factors Influencing The Relative Importance Of Marketing Strategy Creativity And Marketing Strategy Implementation Effectiveness" (2010) 39(4)Industrial Marketing Management Wuehler, Sara E., Sonja Y. Hess and Kenneth H. Brown, "Situational Analysis Of Infant And Young Child Nutrition Activities In The Sahel - Executive Summary" (2011) 7Maternal & Child Nutrition