Marketing Strategy for Chokolada: Expanding Presence in Australia

Running head: MARKETING STRATEGY
Marketing Strategy
Name of the University
Name of the Student
Author Note

1MARKETING STRATEGY
Executive Summary
The aim of this report is to prepare a marketing plan for the expansion of an emerging
chocolate business in Sydney and other prominent cities in Australia, known as Chokolada.
The business owner Donald Benjamin already has two chocolate stores operating in Sydney.
He wants to open a third store and then grow his business to include other Australian
metropolitan cities, and based on the success he experiences upon doing so, he will formulate
plans to expand the enterprise to international shores. This marketing plan will enable the
chocolate business owned by Donald Benjamin to expand its presence to other important
Australian cities and towns. Chokolada is an enterprise that specializes in the manufacture of
affordably priced cocoa products, glazed or crystallized fruits, candied nuts, liquorice,
candied popcorn, marshmallow and drinking chocolate in addition to a wide range of mouth-
watering confectionaries. Chocolate stores are becoming increasingly popular among the
youth and the middle-aged population in Australia. Such destinations give the young and
young adults the scope of meeting with their peers in an informal setting as and when they
want to and without spending too much. Visiting a chocolate store to indulge in some
drinking chocolate and confectionaries is much less expensive than spending time with
friends and loved ones at a restaurant or even a shopping mall where one may feel compelled
to buy more than what one needs. By meeting up with peers at a chocolate store, people get to
indulge in their social life in a budget friendly way as a single cup of drinking chocolate or a
confectionary item like a chocolate bun is seldom known to cost more than $2. Chokolada is
a business that intends on targeting customers from the early teens right up to those who are
in their early forties. It will focus heavily on the use of social media in particular to carry out
its promotional campaigns, given how youth friendly social media is.

2MARKETING STRATEGY
Table of Contents
1. Introduction............................................................................................................................3
1.1 Background......................................................................................................................3
2. Situation Analysis..................................................................................................................3
2.1 Pestle Analysis.................................................................................................................3
2.2 SWOT Analysis...............................................................................................................5
3. Key Issues Summary..............................................................................................................6
4. Marketing Objectives.............................................................................................................7
5. Financial Objectives..............................................................................................................7
6. Marketing Strategies..............................................................................................................7
6.1 Segmentation and Targeting............................................................................................7
6.2 Positioning........................................................................................................................7
6.3 Marketing Mix.................................................................................................................8
7. Action Plan.........................................................................................................................8
8. Budget....................................................................................................................................9
References................................................................................................................................11

3MARKETING STRATEGY
1. Introduction
1.1 Background
Chokolada is an emerging chocolate business in Sydney, Australia that aims to
expand its enterprise to other prominent Australian cities and towns. At present, Chokolada
caters to a clientele that comprises of school and college going students and early career
professionals. A key feature of the services provided by Chokolada is that it gives its
customers an extensive range of exotic drinking chocolate beverages to choose from. Those
fond of drinking chocolate can select from a wide variety of French and Swiss hot chocolate
drinks when they visit Chokolada. Chokolada takes a lot of pride in the quality of the
chocolate that it produces, seldom giving its customers any reason to complain about the
chocolate that they drink or the confectionaries that they eat at any of its stores. Every care is
taken on the part of the store authorities to sell chocolate that has been well examined and
supervised prior to being distributed to customers. This chocolate business in Sydney also
provides its customers with a carefree and informal ambience to interact in and it has turned
out to be quite an attractive hangout destination for the youth in Sydney. People love to come
to these stores and spend hours talking to one another, just like they would do at a café or a
bistro. Based on detailed situational and marketing analysis, a marketing plan for Chokolada
shall be drawn up using which it can successfully expand and establish its presence in other
Australian locations, and ultimately based on how it performs here, in foreign shores.