Organisational Review for Cocoa Delight: BSBMKG608 Assessment Task 1

This report is an organisational review of Cocoa Delight, a chocolate industry in Australia. It includes a situational analysis, PEST analysis, legal and ethical requirements, impact of current marketing activities, evaluation of previous marketing activities and marketing objectives. The purpose of this assignment is to analyse the external business environment in context to the case study company “Cocoa Delights”. The findings will help to construct a marketing plan for the company, which will help it entering other capital cities in Australia. The marketing plan will also refer to information supplied in this assignment in the form of the company’s existing marketing plan. In this way, the purpose of this assignment could be served. This is for BSBMKG608 Assessment Task 1.

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 1
Assessment Name/Title Organisational review
Qualification Advanced Diploma of Marketing
ASSESSOR DETAILS
Assessor Name
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Assessment – BSBMKG608 Develop organisational marketing objectives
Table of Contents
Assessment Task 1.................................................................................................................................3
Organisational review (Case Study).......................................................................................................3
Introduction...........................................................................................................................................3
Mission, vision, purpose and values......................................................................................................3
Strategic directions and targets............................................................................................................5
PEST analysis.........................................................................................................................................5
Table 1: PEST Analysis............................................................................................................................6
Legal and ethical requirements.............................................................................................................6
Impact on current marketing activities..................................................................................................6
Situational (SWOT) analysis...................................................................................................................7
Evaluation of the effectiveness of previous marketing activities...........................................................8
Notes from meeting with CEO:.............................................................................................................8
References.............................................................................................................................................9
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Assessment – BSBMKG608 Develop organisational marketing objectives
Assessment Task 1
Organisational review (Case Study)
Introduction
Cocoa Delight is a big chocolate industry in Australia.
The objective of this report writes an organisational review, write a viability report and develop
marketing objectives.
The scope of the report is to write a written statement about the company strategic direction,
conduct a situational analysis, including a PEST analysis, consideration of legal and ethical
requirements, impact of current marketing activities, situational /PEST analysis, evaluation of the
effectiveness of previous marketing activities and develop marketing objectives.
Mission, vision, purpose and values
Vision:
Within the next five years, Cocoa Delights will become a national brand that sells
quality dark chocolates made of pure cocoa beans.
Mission: Adhering to ethical practices and using a range of innovation to constantly
improve the manufacturing process to be able to emerge as a leader in dark
chocolate manufacturing at the national level.
Values: Ethical practice: “Cocoa Delights is committed to source cocoa beans from local
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Assessment – BSBMKG608 Develop organisational marketing objectives
suppliers”. By doing so, Cocoa Delights is not just ensuring that quality of the
products is high but also that the ethical policies of chocolate manufacturing are
attained.
Innovation: The use of innovation has helped Cocoa Delights facing every single
barrier so far. This will become evident from its practice to counter the external
business challenges (Purba et al. 2018). One of such challenges in recent times
has been the growing concern over environmental impact of chocolate
manufacturing. In addition, chocolate stores are also adding to environmental
issues as such stores are not actually driven by clean energy. Based on the
information as obtained from the chair of the board, Cocoa Delights will work
hard to find the solution. The company has always relied in sourcing cocoa beans
from local suppliers. However, many chocolate manufacturers in Australia are
busy importing a low quality and cheaper cocoa beans from other parts of the
world (Mellor et al. 2018).
Effective supplier-relationship: Cocoa Delights has been able to establish and
manage an effective relationship with local suppliers. It is due to this the
company has never faced any challenges in receiving the high-quality cocoa
beans (Chae, Choi and Hur 2017).
Hence, adherence to ethical practice, innovation and effective supplier-
relationship are some of the pillars of its success. These areas in particular are
constantly into creating values for the company.
Purpose: The purpose of this assignment is to analyse the external business environment in
context to the case study company “Cocoa Delights”. The findings will help to
construct a marketing plan for the company, which will help it entering other
capital cities in Australia. The marketing plan will also refer to information
supplied in this assignment in the form of the company’s existing marketing plan.
In this way, the purpose of this assignment could be served.
Strategic directions and targets
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Assessment – BSBMKG608 Develop organisational marketing objectives
● store growth
● by 2016 a significant retail presence in chocolate in every Australian capital city
● 22 stores in the greater Melbourne area
● Growing to 100 stores Australia wide.
PEST analysis
Political Economic Social Technological
 In Australia,
the
government
is imposing
laws to
monitor the
energy
resources
utilization
and the
waste
 In case, any
violation
issue is being
noticed the
company will
be strongly
penalized
 An increasingly
growing
interest rates
have affected
the disposable
income
 And so the
disposable
income is
declining
 The
inflationary
pressure is a
mounting
challenge for
the economy
 Rising
unemploymen
t is also a
serious
concern
 There are
some health
benefits of
consuming
dark
chocolates
made of pure
and natural
cocoa beans
 Cocoa delights
can use the
fact as
opportunities
to attract
mass people
 This will
require
making
people know
everything of
it
 Awareness
campaigns
and
programmes
 The use of
internet has
increased in
Australia
 Tech-driven
society is
also booming
 Effective
broadband
services
could be
extremely
beneficial for
business in
Australia
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Assessment – BSBMKG608 Develop organisational marketing objectives
need to be
initiated
Table 1: PEST Analysis
(Source: Camargo, Hogarth and Nhantumbo 2016)
Legal and ethical requirements
To address sustainability issues:
● sustainability laws on waste and energy use
● Country of origin – industry self-regulates – not fully disclosed.
Impact on current marketing activities
● The company will have to change from local suppliers to national ones:
○ Magazine – choose media with a national reach.
○ Consultant – from local Lombard’s to Holt & Burrows.
Situational (SWOT) analysis
Strengths:
 Uses the locally grown cocoa beans
 Dark chocolates has many health
benefits
 Many of Cocoa Delights’ competitors
import a low quality and cheaper cocoa
beans from various parts of world
Weaknesses:
 Inability to utilise clean energy only
 Marketing communication is not that
appealing
 It still has a very limited presence in
Australia
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Assessment – BSBMKG608 Develop organisational marketing objectives
Opportunities:
 Designing and implementing strategies
to promote the use of clean energy
 A joint collaboration with Haigh’s
 Haigh’s is good at media presence as it
enjoys extensive marketing channels
 Haigh’s already has its presence in
three capital cities in Australia
 Haigh’s brand image will help Cocoa
Delights expanding to more cities in
Australia
Threats:
 The government in Australia is very
strict in and also monitors closely the
business in respect to their contribution
to waste generation and air pollution
 Price competition with established
brands like Cadbury and Nestle
 Nestle and Cadbury have better
competency and resource capabilities
than that of Cocoa Delights
Evaluation of the effectiveness of previous marketing activities
Performance against established objectives (including profitability):
● sales target achieved
● stores target achieved
● the cocoa brand survey indicates 58%
● the customer loyality list had achieved a total of 34,500
● our dross profit margins is 46%
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Assessment – BSBMKG608 Develop organisational marketing objectives
Critical success factors:
● high volume of imports needed to secure better discounts
● we should advertising on electronic media with national reach
Areas for improvement and lessons learned:
● PR is effective
● Need to allocate more funds for electronic advertising.
Notes from meeting with CEO:
● any points of clarification about the identified strategies
● Feedback provided by CEO.
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Assessment – BSBMKG608 Develop organisational marketing objectives
References
Camargo, M., Hogarth, N. and Nhantumbo, I., 2016. From zero-deforestation cocoa to sustainable
chocolate value chains. Le Corum, Montpellier-France, p.23.
Chae, S., Choi, T.Y. and Hur, D., 2017. Buyer power and supplier relationship commitment: A
cognitive evaluation theory perspective. Journal of Supply Chain Management, 53(2), pp.39-60.
Mellor, D.D., Amund, D., Georgousopoulou, E. and Naumovski, N., 2018. Sugar and cocoa: sweet
synergy or bitter antagonisms. Formulating cocoa and chocolate products for health: a narrative
review. International Journal of Food Science & Technology, 53(1), pp.33-42.
Purba, H.H., Maarif, M.S., Yuliasih, I. and Hermawan, A., 2018. Single Origin: The Potential of Market
Innovation for Increasing the Competitiveness of SMEs in Chocolate Industry in Indonesia.
International Journal of Engineering Research and Advanced Technology, 4.
Student Workbook 2010 BSBMKG608A Develop organisational marketing objectives, Innovations
and Business Industry Council, Australia
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