Develop Organizational Marketing Objectives - BSBMKG608

This assessment focuses on developing organizational marketing objectives for Cocoa Delights. It includes short-term and long-term objectives, KPIs, risk management, and references. The document is for Advanced Diploma of Marketing students.

Angad Australian Institute of Technology
ASSESSMENT
STUDENT DETAILS
Student Name
Student ID No.
Group No.
Date of submission
ASSESSMENT DETAILS
Unit Code BSBMKG608
Unit Name/Title Develop organizational marketing
objectives
Assessment Task No Task 3
Assessment Name/Title Marketing objectives
Qualification Advanced Diploma of Marketing
ASSESSOR DETAILS
Assessor Name
Student Name SID S Page of J

Assessment - BSBMKG608 Develop organisational marketing objectives
Table of Contents
Assessment Task 3.................................................................................................................................1
Develop marketing objectives...............................................................................................................1
Marketing Objectives – Short-term......................................................................................................1
Compatibility.....................................................................................................................................1
Joint venture with Haigh’s will help Cocoa Delights earn a wide recognition in Australia.
However, the growth will not be that quicker as in case of a franchising. However, the move is
justifiable..........................................................................................................................................1
New customers from other markets................................................................................................1
2% market share covered by its competitors....................................................................................1
Consistency........................................................................................................................................2
Managers in Cocoa Delights had no appreciation for their hard works. Now, with the new
venture they will certainly start getting performance-based incentives.........................................2
Managers working with Cocoa Delights...........................................................................................2
Managers will have increased motivation to work. Hence, the performance level will improve and
will eventually impact the market shares..........................................................................................2
Equipped...........................................................................................................................................2
In collaboration with Haigh’s, Cocoa Delights will be able to deliver an effective marketing
communication. This will help to promote products in new markets. Hence, will get a warm
reception and will eventually ensure a good initial sales................................................................2
Marketing communication...............................................................................................................2
Will help to fetch shares from satellite rights and other media activities.........................................2
Legal..................................................................................................................................................3
Need to start designing and planning awareness programmes to propagate awareness related to
energy use and waste management..................................................................................................3
Waste management and carbon footprint of Cocoa Delights..........................................................3
Some customers prefer buying a brand active in dealing with environmental issues. These
customers are health-conscious and prefer brands, which maintain sustainable business practice.
Student Name SID S Page A of J

Assessment - BSBMKG608 Develop organisational marketing objectives
The move to control its carbon footprint impact and reduce wastage will support Cocoa Delights in
achieving its short-term objective for market shares........................................................................3
Marketing objectives – Long-term........................................................................................................3
KPIs....................................................................................................................................................4
 Customers in major capital cities in Australia are aware of Cocoa’s chocolates.....................4
 Two out of five customers prefer buying the Cocoa’s chocolate.............................................4
 A good initial sales when Cocoa Delights enter more new markets........................................4
 4% market shares within three years of time...........................................................................4
 0.5% of market shares should come alone from marketing communications and satellite
rights.................................................................................................................................................4
 Increment of 1% market share every year...............................................................................4
Risk management..............................................................................................................................4
 Implementing and ensuring an early warning system.............................................................4
 A continuous and ongoing measurement for the company’s reputation, products and its
markets.............................................................................................................................................4
 Implementing a rapid situational assessment of everything from product and issue to the
market...............................................................................................................................................4
 By following market trends......................................................................................................4
 By diversifying the investment portfolio..................................................................................4
 By planning the trades..............................................................................................................4
 Being patient and ignorant to making quick decisions............................................................4
 Take-profit.................................................................................................................................4
 Stop-loss....................................................................................................................................4
References.............................................................................................................................................5
Student Name SID S Page B of J

Assessment - BSBMKG608 Develop organisational marketing objectives
Student Name SID S Page C of J

Assessment - BSBMKG608A Develop organisational marketing objectives
Assessment Task 3
Develop marketing objectives
Marketing Objectives – Short-term
Short-term
objectives
1: Brand awareness 2: Category target 3: Market share
Compatibility Joint venture with Haigh’s will help
Cocoa Delights earn a wide
recognition in Australia. However, the
growth will not be that quicker as in
case of a franchising. However, the
move is justifiable
New customers from other markets 2% market share covered by its competitors
Consistency Managers in Cocoa Delights had no Managers working with Cocoa Managers will have increased motivation to
Student Name SID S Page 1 of 10

Assessment - BSBMKG608 Develop organisational marketing objectives
appreciation for their hard works. Now,
with the new venture they will certainly
start getting performance-based
incentives.
Delights work. Hence, the performance level will improve
and will eventually impact the market shares.
Equipped In collaboration with Haigh’s, Cocoa
Delights will be able to deliver an
effective marketing communication.
This will help to promote products in
new markets. Hence, will get a warm
reception and will eventually ensure a
good initial sales.
Marketing communication Will help to fetch shares from satellite rights and
other media activities
Legal Need to start designing and planning
awareness programmes to propagate
awareness related to energy use and
Waste management and
carbon footprint of Cocoa
Delights
Some customers prefer buying a brand active in
dealing with environmental issues. These
customers are health-conscious and prefer
Student Name SID S Page 2 of 10

Assessment - BSBMKG608 Develop organisational marketing objectives
waste management brands, which maintain sustainable business
practice. The move to control its carbon
footprint impact and reduce wastage will
support Cocoa Delights in achieving its short-
term objective for market shares.
Marketing objectives – Long-term
Long-term
Objective
1: Brand awareness 2: Market share
KPIs  Customers in major capital cities in Australia are  4% market shares within three years of time
 0.5% of market shares should come alone from marketing
Student Name SID S Page 3 of 10

Assessment - BSBMKG608 Develop organisational marketing objectives
aware of Cocoa’s chocolates
 Two out of five customers prefer buying the
Cocoa’s chocolate
 A good initial sales when Cocoa Delights enter
more new markets
communications and satellite rights
 Increment of 1% market share every year
Risk
management
 Implementing and ensuring an early warning system
 A continuous and ongoing measurement for the
company’s reputation, products and its markets
 Implementing a rapid situational assessment of
everything from product and issue to the market
 By following market trends
 By diversifying the investment portfolio
 By planning the trades
 Being patient and ignorant to making quick decisions
 Take-profit
 Stop-loss
Student Name SID S Page 4 of 10

Assessment - BSBMKG608 Develop organisational marketing objectives
References
Student Workbook 2010 BSBMKG608A Develop organisational marketing objectives, Innovations
and Business Industry Council, Australia
Student Name SID S Page 5 of 10