Cocoa Delight's Advance Diploma of Management

Running Head: ADVANCE DIPLOMA OF MANAGEMENT 0
ADVANCE DIPLOMA OF MANAGEMENT
8/1/2018
COCOA DELIGHT’S

ADVANCE DIPLOMA OF MANAGEMENT 1
TASK 1 -
1) Summary
Cocoa Delight, a chain of dark chocolate stores in Melbourne specialized in making
unique, creative, and handmade dark chocolates and was founded in 2000. The company was
established with 22 stores in the most popular city in Australia – ‘Melbourne’ and now they
were targeting for increasing their branches to 100 around Australia. The Company process
more than ten types of best Cocoa from different nations and thus produce large varieties of
dark chocolates tailored specifically to the dietary requirements. Considering the Australian
food and beverage industry, none of the other competitors was having this type of innovative
process of making gourmet handmade dark chocolates.
According to the annual report, Cocoa Delight was on the path of becoming a national
retail brand within the next 5 years with it's high-quality and unique dark chocolates as well
as due to the highly skilled and dedicated staff who is providing excellent customer service
and satisfying the customers’ needs effectively (Frow & Payne, 2007).
Assuming the marketing manager of Cocoa Delights, which is a chain of store in
Melbourne selling dark gourmet chocolate, the author would incorporate the yearly report
that is as of late displayed by Cocoa delights. This report contains the situational analysis
including PEST analysis and gives clear requirements of legal and ethical factors in the
organizations. The strengths, weakness, opportunities, and threats of the market were also
analyzed according to the market structure and requirements.
2) Introduction
 Mission or Goals – The mission of Cocoa Delights is to become the leader in the
whole Australian market with their premium quality gourmet chocolates and
maintaining the promise to do fair business with local and international suppliers
and promoting a sustainable environment. Other goals of the company are to
promoting continuous improvement, reducing ecological footprints and work with
sustainable behaviour.
 Vision – The vision statements states that the Cocoa Delights will expand in the
Australian market with their high-quality chocolates, blending imported cacao
with local sugar, fruit, nuts and dairy products. Cocoa Delight will produce large
range dark chocolate with greater varieties emphasizing on the health benefit and
customer preference (Clower, 2014). This will make them a unique organization
which cans satisfy the need of the national market of Australia.

ADVANCE DIPLOMA OF MANAGEMENT 2
 Purpose –
 Reducing environmental impact by improving production and distribution
processes.
 To expand in every city in Australia and becoming the high-quality
Australian chocolate brand.
 To make and establish themselves as a national retail brand for the
chocolate within 5 years.
 To communicate the advantages of Dark chocolates in the medical terms
through social media and promotion (Quesenberry, 2015).
 Values –
 Promoting excellent customers service - so that the customers can be retain
for the longer period of time (Lemke, Clark & Wilson, 2011).
 Maintaining quality and sustainability - which will help in making a strong
brand identity.
 Diversify with varieties in chocolate, expansion and growth – to provide
economy of choices and selection.
 Encouraging innovation and creativity using handmade dark chocolates –
helps in providing an edge over the competitor
 Promote leadership programs with self-direct teams – helps in the
development of staff which improves customer service (Loman, Vatland,
Strickland-Cohen, Horner & Walker, 2010).
 Customer oriented management – Raise expectation of customers by
providing quality satisfaction.
 Strategic directions –
 One of the main and important strategic decisions is to position Cocoa
Delights as the leader in making dark premium hand-made chocolates and
increase their market reach in the following 5 years.
 Next strategic decision is in the direction of creating a huge customer base
through a loyal customer segment and referrals (Stringfellow, 2018).
 Reducing the advertisements costs by placing it in the daily newspaper which
can attract more people and also online advertisement will be done on famous
websites only.
 Create awareness regarding the benefits of dark chocolate with the dietary
requirements.
 Offerings to the public by free samples and tasting sessions to attract them
towards the gourmet chocolates.
 Double-digit rise in the growth rate each year.

ADVANCE DIPLOMA OF MANAGEMENT 3
 Targets –
 Within five years, establishing the brand as a market leader in the country.
 Within the next three years, becoming the national and domestic retailer by
making customer mindfulness for the gourmet dark chocolates.
3) A brief summary by meeting with CEO
After establishing various strategic directions for the company, there is a meeting
with the CEO of Cocoa Delight for the discussion of the marketing design so that he can
audit the strategic plan. The aim of this meeting is to find out the extended objectives to
enhance the company marketing for the following five years. Some important aspects
were being procured –
 What will be the development objectives?
 Factors affecting internal and external elements of the organization.
 How will be government new policy will affect the company operation?
At last, it is been clearly visualized the company vision, strategic plan and the
problems they are facing and this all information can help in framing the next structure
of the report.
4) Situational Analysis ( including PEST analysis)
 PEST analysis
 Political factors – The government of Australia promoting a policy which is
based on the conservation of energy usage and the management of waste. Before
this policy, the company has made their shop with the design to be brilliantly
bright which help the customers to shop comfortably. This makes high uses of
energy and power due to lights and air-conditioning. So, to comply with this
policy and to please the customers in the meantime, the company needs to bring
some bright ideas in the satisfaction of both sides.
 Economic factors – The development of the company will bring more job
opportunities for people as the country is facing a high rate of unemployment
with 5.8% and this rise in interest rates will also affect the demand of the
chocolate products.
 Social factors– The social aspect of Cocoa Delight is well good enough as it is
constituted a solid market as a survey demonstrate that more approx. 58% of the
general population can recall the brand easily and this indicates that the
faithfulness with the chocolate is high. Cocoa Delight has to maintain this pattern
as in general, most of the people in various parts are slanted towards the quality
chocolate.