Noosa Chocolate Factory

Noosa Chocolate Factory opened its doors in 2009; it positioned itself as one of the leading chocolate producers and retailers in Queensland. The chocolate market is changing rapidly and new competitors are emerging at a fast rate. In terms of future market share, it cannot be guaranteed a leading position in the market. Our main goal is to provide high-quality, fresh chocolate products in Malaysia for consumers to buy for their own purposes and to enjoy at home, from its chocolate-covered macadamias to its own recipe for Rocky Road.

Running Head: International Business Management
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International Business Management

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Introduction
Noosa Chocolate Factory was first operated in 2009; they positioned one of top
chocolate retailer and producer in Queensland. It is seen that the chocolate market is
changing and competitors are emerging at a very fast pace. It cannot be guaranteed for
leading position in the market for the future market share. The main objective is to provide
high quality, fresh chocolate products in Malaysia for customers to buy for their own purpose
and enjoy at home from its chocolate-covered macadamias to its own Rocky Road Recipe.
All products are manufactured by the organization from its own facilities (Neilson, Pritchard,
Fold & Dwiartama, 2018).
It is one of the major Small and Medium Enterprises (SME), which are mostly non-
subsidiary and independent firms. The owners of Noosa Chocolate Factory enhanced the
approach taken by the retailer to offer, “take home and enjoy with the family” products
despite “over packaged” gifting products. The organization commonly sell out their products
on a given day and time, despite manufacturing about six tonnes of chocolate every month.
Their main goal is to attain the growth of the company without losing target customers and
brand image (Lebailly & Ahouissou, 2015). In the following, and effort has been made to
discuss the PESTEL analysis, External opportunity and threat, and recommendation for the
same.
PESTEL analysis
For the external environmental analysis, main target country is Malaysia, and the
demographic group is 18-30 years, as healthier chocolate needs to be served. However, the
Malaysian economic situation is getting very difficult as the costs of products are staying at a
high level. There is a myth about chocolate that it causes a heart attack and it can be possible
that customers can reduce the consumption of chocolate.
Political Factors
Political factors relate to any changes in the government policies and laws of
Malaysia. Every company is responsible to do its operations in compliance with rules and
regulations made by the administration. These rules and regulations should be acquainted in
the operations achieved by the Noosa Chocolate Factory. The government of Malaysia differs
concerning stability, policy, and major impact on the trade and regulations. In this respect, it

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is most effective for chocolate products to conduct its business operation and implement its
strategic plan with respect to the political theme of the nation. Every plan must satisfy the
significance of political influence so that effective policy is made to make right alignment
and the risk of project failures because of political incapability, which is realized with
alternatives (Khalek, 2018).
In the given scenario of chocolate products, operating in Malaysia has to assess that
political stability is secured. The influences of political impacts on the acquisition of
chocolate products and its procurement and manufacturing will be perceived when this
company will interfere that is not supported by the government. The Government can
interfere in the business operations, which are not environmentally sustainable and the issue
of the effects that the procurement and manufacturer of chocolate products will have to deal
with the political perspective. As a democratic political impact, the chocolate products can
grab possible benefits in respect of low restrictions on the number of sales and production
scale. Therefore, there are political problems that may influence the chocolate products and
their effects can be reduced to handle political matters of Malaysia (Chawla & Sondhi, 2016).
Economic Factors
The economic conditions of Malaysia are the most significant aspect of analysis in
any country because it maintains the success and failure of any business productivity. Every
company operates on the core concept of economies that describes the significance of the
potential demand and supply. It is evident that if the potential demand is low and due to low
economic growth and development, it will decide for the organization to increase capital that
will finally meet the desired profit after including the cost. They should make majorities of
production on just forecasting without concerning demand pattern of Malaysia, which can
cause an irreversible loss to the organization no matter how effective was the planning and
strategy. This is because of the point that the economic influences of Malaysia are beyond the
regulation and direction of the company and it redirects back in respect with the economic
situation. If the company gives maximum efforts to the economic alternatives, then it is
beyond any doubt that it can make maximum incomes even in the time of the recession. On
the other part, if companies keep aside these economic situations cannot face the pace of
economic boom (Poelmans & Swinnen, 2016).
The economic situation of Malaysia develops an opportunity as well as a threat, which
rely upon the strategic planning of the organization. If they give, a high amount of

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consideration to the economic situations in the depressed economy can enhance its survival.
It is evident with the certified justification of Malaysian Government imitates that Malaysian
chocolate company is most competitive and developed the sophisticated market in the world.
The greatest share of the developed market is fascinated by international chocolate
companies, which include Cadbury, Nestle, and Mars. In the accordance of such worldwide
giants, it is very hard for new players to make their position in the market. It is seen that the
economic success of the international market of the chocolate product is such that the new
entrants can induce the customers with good productivity and profitability (Afzal, Lawrey,
Anaholy & Gope, 2018)
Social Factors
The Socio-cultural environment of Malaysia has a substantial influence on the
potential demand of the chocolate product. This is the reason that companies mainly produce
according to the taste and demand pattern in Malaysia. It is seen that industries where the
variety and taste of the chocolate product differ from country to country as per the socio-
cultural environment. The user behaviour has progressively influence on the trades of the
chocolate product and in consideration to this; companies have to deliberate demographics
changes of the consumer. Companies have to choose the particular demographic part as for
the chocolate product they should target 18-30 age groups and manufacture such goods,
which comply with socio-economic norms and regulations of that specific part (Cullen‐Knox,
Eccleston, Haward, Lester & Vince, 2017).
Chocolate is a product, which has a close relationship with health with the point that
they have to enter the market, with considering all factors including health issues. In
Malaysia, it is seen that customers are more health conscious and offers an opportunity for
the chocolate producers to expand the product with healthy ingredients and variety of
flavours. The chocolate consumption is seen in the children group, young age, and teenagers.
They should keep its focus on the taste and variety of the young group customers. They
should provide modification in the chocolate product that motivates the customers to taste the
product at least once a year. For example, chocolate in the form of the bar has achieved much
more attractiveness in Malaysian market (Al-shami, Masijan & Rashid, 2018).
Technological factor
An organization can attain maximum success, growth, and competitive benefits in the
prospective market by highlighting the points of technological factors as a major concern.

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The enhanced point of technology has reformed the scope of the markets. The developing
technologies are creating new opportunities for the market growing the aspect to reimburse
with the new technology. In this organization, technology can be the most productive and
efficient tool in manufacturing, procuring, product development, marketing, and promotion of
the chocolate product. It can change the procedure of production and can produce a higher
quality product at a very feasible cost. It can also help in maintaining a strong brand image
and recognition by implementing digital media to encourage chocolate products. It is a luxury
product and a mass promotional effort to induce the consumers to purchase the chocolate
product. Therefore, the current accessible technology in Malaysia has much substantial
significance on the chocolate product and they have to implement the technology in order to
generate larger market share (Lim, Amat-Senin & Low, 2016).
Environmental factor
It is seen that every company works according to society and it has responsibilities
with respect to its prosperity. The overall environment is a combination of various elements
which industry has to satisfy before initiating its business operations. In the case of the
chocolate product working in Malaysia, has to evaluate the climate factor of the environment
as the biggest concern. The climate of Malaysia is very hot so it is quite evident that it
provides significance to products, which have cold effects on the health of individual and the
chocolate is the product, which is more valuable in a hot climate. In addition, there are other
factors as well which they have to consider in its decision-making. The Corporate Social
Responsibility is very effective to recognize in the sense that manufacturing, production
process, and their business operations have the least influence on the community and on the
overall environment (Gutiérrez, 2017).
Legal factor
It is a popular aspect that every company has to conduct its business operations,
compliance with the rules and policies of Malaysia. The trade rules and regulations motivate
all the organizations to set their strategic policies, pricing policies, and manufacturing policy
according to the Malaysian mercantile regulations. The chocolate product in Malaysia has to
forecast the effects of their business operations in such a way that is in acceptance with the
laws and regulations made by the administration of Malaysia. It is seen in Malaysia that there
are set of generally accepted standard and rules for the healthier products, which must be met
in chocolate products of the company. It is stated that if the legal consideration is ignored, it

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can cause severe harm and that should not be practiced (Iranmanesh, Fayezi, Hanim & Hyun,
2018).
SWOT analysis
The analysis will be done of identifying external opportunity and threat for the launch
of the chocolate product in Malaysia, which gives an organization advantages and
disadvantages in fulfilling necessities of target customers. It helps an organization to gain
vision and think of efficient solutions. It assesses not only its potential opportunity and threat
but also, what can an organization can and cannot do.
External opportunities
It provides the ability to reach new international markets and in particular new
consumer markets. It focuses on retail fresh had craft chocolate and diversify the variety of
chocolate products in Malaysia. They should cover the areas where chocolate demand is high
and as the harbour is near, they can export the chocolate products by enhancing range and
quality in Malaysia (Kiumarsi, Jayaraman, Isa & Varastegani, 2014). The customer is
nowadays more conscious towards health and this is generating a need for sugar-free
chocolates and low calories chocolate products. They can look at chocolate flavoured
products such as cream biscuits, milk powder, chocolate cookies etc., as it is a hot favourite
between kids. The external opportunities lead to expanding business operations of chocolate
products in Malaysia. They should also make effort to improve the cost efficiency by the
implementation of advanced technology and technological support. Reduction of internal
costs in procurement, supply chain management, and outsourcing to business partners make a
wise opportunity to chocolate products in Malaysia. The lower fat and lower calories
products will hit the market and make a strong brand image in the market (Beg, Ahmad, Jan
& Bashir, 2017).
External Threats
The close-set retail store can be self-competition to the chocolate products in
Malaysia. There are many other major competitors in the market such as Cadbury, Nestle,
KitKat, etc. It is to be seen that customers are generally purchasing branded chocolates and
small-medium manufacturers are ignored, as there are highly personified and qualified
employees (Tan, Ali, Makhbul & Ismail, 2017). The confectionery market has low barriers to
take entry in the market with the result that many new entrants are entering into the market,

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which are providing huge investments on advertisement and marketing. There is also an
enormous market for homemade chocolates nowadays, which are going to be a threat for
chocolate products in Malaysia. It is seen that aggressive promotion from price wars and
competitors are highly affected by chocolate products in Malaysia in emerging markets. In
addition, implementation of new laws and regulations makes the organization to cancel
proposed to launch chocolate products in Malaysia (Jaques, 2015).
Recommendation
Noosa Chocolate Factory vision and mission will be a leader in the Malaysian
chocolate market. To accomplish this, their mission should be expanding their factory to
other countries. Their fresh handcraft chocolate can distribute not only in Penang but also in
other states in Malaysia. They should make the maximum effort in attaining profit through
advertising and promotion (Torres-Moreno, Torrescasana, Salas-Salvadó & Blanch, 2015). It
is seen that many customers think that their chocolate is costly so promotions and marketing
could induce customers to buy the products. In addition, many of the customers do not
identify that chocolate of Noosa Chocolate Factory does not cover palm oil until they access
to their website. Therefore, advertising on T. V channel, a local newspaper, and radio can be
helpful. Their main goal is to achieve the growth of the company from $5 million to $20
million turnovers without losing concentration on target customers and brand objective
(Afrasiabi, Honarvar & Mizani, 2016).
This concentration on the Noosa Chocolate Factory brand appears to be holding the
organization at a good pace, as competitive supermarket chocolate pricing is generating a
progressively difficult environment for other manufacturers. They should aim to produce
high-quality chocolate products and develop a brand image which is eco-friendly and healthy
(Albak & Tekin, 2016). As they should build their chocolate research center, they need to
research not only new recipe of the chocolate product but also the means to stay freshness
longer, which helps the retail stores can be expanded to a wide range of area. It is to be
evident that there are many chocolate organizations but customers think that best is which is
known for their variety of taste and services is all appreciated. The premium and high-quality
chocolates have been the highest priority for the organization. Therefore, customers need is
better quality, best service, and packaging which is the main strength for the organization
(Soon, 2018).

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Conclusion
To conclude, Noosa Chocolate Factory has been attaining greater success since they
estimated in 2009, as to attain fast success, they need to reduce the limited distance that their
product can be delivered. The chocolate product in Malaysia has also achieved higher success
by launched in Malaysia. This can attainable by managing the means to expand the factories
in other areas and keep the freshness of the product. They should consider not only stores in
Penang but also expand their stores to another state near Penang. The PESTEL analysis has
been done to examine the new product i.e. chocolate products launched in Malaysia to satisfy
customers on a greater scale. The distribution and packaging of chocolate products is another
factor where the utilization of technology can minimize many harmful wastes. The modern
trend of technology has presented many ways that can increase the sales of chocolate in
Malaysia where the exposure to technology and media is valuable.

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