Business Report

This business report provides an overview of Cocoa Delights, an Australian-based company that specializes in gourmet chocolates and chocolate products. It explores the company's marketing opportunities, business objectives, and expansion plans. The report also discusses the target market segments, methods of evaluating opportunities, and the impact of external factors on Cocoa Delights' operations.

Business Report

Overview of Cocoa Delights
 Cocoa Delight is Australian based comapny
 It deals in different products; gourmet chocolates and
chocolate products of European Qaulity
 Consider all dietary requirement such as Organic, dairy-free
and low GI
 Uses fair trade policies in its operation

Investigating marketing opportunities
 Ranked as third largest in the dark chocolate sector
 Expansion in many cities of Australia; Brisbane, Sydney,
Melbourne, Perth and Adelaide
 Uses upgraded technologies and print media is not used for
cost saving
 Marketing plan is changed according to the changing scenario

Business objectives
 SMART (Specific, Measurable, Assignable, Realistic, Time)
 The main puropse of company behind caryying out its operation is to be
leading player in the market within the next 5 years
 Its onjective is to aquire a share of 15% in Australia in the dark chocolate
market in the coming 3 years
 The selected business enterprise also aims at establishing itslef as the
national retailer of choice for chocolate in 3 years in the nation Australia.
 The objective of company is to enhance its existing sales and revenue by
6%every year.
 It can be stated hat Cocoa Delights is satisfying all the essential elements
needed of the SMART principle according to their marketing plan

Expansion into new markets
 Two most improtant opportunities which are avalaiable in front of
the company includes carrying out expansion in its existing product
range and introducing new range of healthy chocolate“
 At present the main targeted market of the selected business
enterprise lies within city and surburbian areas
 The tageted customer includes [people mostly women who are carrer
driven
 In terms of age goup it has targetyed people who lead busy lifestyle,
aged 25-55
 Poeple who are health consious
 People with high purchasing power and knows the actual value of
money

Target market segments
 Divided into primary and secondary customers
Primary customers Secondary customers
60% female
Aged 25-55
income-AU$190,000
Healthy products, fair trade
behaviour

Methods of evaluating opportunities
In order to evaluate the market trend and opportunities following tools
and techniques has been employed by Coco Delight are:
 Gap analysis
 PESTLE analysis
 SWOT analysis

Calculating break even point for a new
product
Break even point can easily be analyzed by dividing the fixed cost
from contrbution.
Sales revenue = $5 per unit
Fixed expenses = $48000
Variable expenses = $1.2per unit
Break even point (in units)= 12631.58

Comparative analysis of the competitors
 From investigation it has been found that Lindt is the major competitor of
Coco Delight who offers gourmet chocolate to the customers.
 Competitor firm has captured 30% of the Australian market share.
 With the aim to build or sustain competitive edge over others business unit
will make focus on strongest selling point.
 Coco delight will offer high quality chocolates to the customers at
affordable prices in comparison to the rival firm.
 To build distinct image in the mind of the customers business unit will
place emphasis on adeopting ethical and fair tarde practices.

Evaluating required changes to current
operations
Cocoa delight is trying to be the leader of the Australian chocolate market >
needs to be be aware of challenges and weakness in performance > need
improvement
Cocoa delight has smaller business than Lindt > less investment is involved
budget is small > threat of response of rival firms to marketing campaigns of
Cocoa delights is high
reputation of Cocoa delight is not as strong > competitors have more experience
& larger consumer base
smaller distribution channels and less retailers and sales people as comapred to
rival firms.
competitors' more aggressive advertising campaigns and marketing strategies >
threat
well developed and effective digital media performance of competitors

There are serveral factors which have major impact on the
functioning of Coco Delight are:
 Political stability and taxation policy
 Changing customers need and preferences
 Changing economic conditio
 Laws and legislation of Australia
 Environmental conditions

External factors that have impact on Coca
delight
 Impact of regulatory policies
 Provide valuable information to buyers via website and
campaign
 Broadcasting services Art are considered
 Uses nutrition information panel for offering infomration
related to products and services.