Develop Organizational Marketing Objectives

This article explores the organizational review of Cocoa Delights and provides recommendations for effective marketing objectives. It includes a SWOT analysis and PEST analysis of Cocoa Delights, along with expert recommendations for sustainability and brand awareness.

Running head: DEVELOP ORGANIZATIONAL MARKETING OBJECTIVES
Develop Organizational Marketing Objectives
Name of the student:
Name of the university:
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1DEVELOP ORGANISATIONAL MARKETING OBJECTIVES
Table of Contents
Task 1: Organizational review.........................................................................................................3
1. a) Mission, vision and values of Cocoa Delights:...................................................................3
1. b) Strategic Objective of Cocoa Delights:...............................................................................3
1. c) Critical analysis of the case:................................................................................................3
1. d) Recommendation:................................................................................................................4
2. PEST Analysis of Cocoa Delights:..........................................................................................4
3. Legal and ethical requirement to address issues related to sustainability:..............................6
4. Impact of organizational strategic direction on current marketing activities:.........................7
5. Exploring the products of Cocoa Delights:.............................................................................8
SWOT Analysis of Cocoa Delights:........................................................................................8
6. Effectiveness of initial marketing activities:...........................................................................9
Role Play Participants:...............................................................................................................11
Task 2: Validity report...................................................................................................................13
Business Opportunity 1 : Franchise...........................................................................................14
The cost benefit analysis........................................................................................................14
PEST Analysis.......................................................................................................................14
Risk Analysis:........................................................................................................................15
Fit Analysis............................................................................................................................16
Impact Analysis.....................................................................................................................16

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Business Opportunity 2: The joint venture...............................................................................17
Cost Benefit Analysis............................................................................................................17
PEST Analysis.......................................................................................................................17
Risk Analysis.........................................................................................................................18
Fit Analysis............................................................................................................................18
Impact Analysis.....................................................................................................................19
Task 3: Marketing objectives.........................................................................................................19
Part A: Marketing objective report............................................................................................19
Objective 1: Brand Awareness..............................................................................................19
Objective 2: Category Target.................................................................................................21
Objective 3 : Market Share....................................................................................................22
Summary of the meeting with the CEO.....................................................................................23
Long term objective 1: Brand Awareness............................................................................24
The long-term objective 2 : Market share..................................................................................25
Reference List:...............................................................................................................................26

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Task 1: Organizational review
1. a) Mission, vision and values of Cocoa Delights:
Cocoa delights is one of the major dark chocolate chains in Melbourne, offering high
quality of dark chocolates that are handmade. This is one of the leading brands in Australia,
serving wide range of customers over the past few years.Malhotra & Peterson (2014) commented
that the fundamental vision of the organization is to become the major national brand, by
offering the customers with unique products
1. b) Strategic Objective of Cocoa Delights:
Conducting business in unconventional manner is the greatest strength of Cocoa delights.
There lies the reason, for which the firm is attaining immense success from business. According
to the Chair of the Board, creativity and innovation are the greatest strengths of Cocoa delights,
with the assistance of which, they are running their business in a unique manner. Maintaining
healthy relationship is also the major aspect of Cocoa Delights. According to Chernev (2018)
they are highly committed towards making their business plan in such a manner, which can help
them to run their business to appropriate direction. It is the vision of the company to become the
most significant retail brands in Australia by 2020. Running business in a socially responsible
manner is also a major aim of Cocoa Delights.
1. c) Critical analysis of the case:
According to the case study, innovation and creativity are two of the major assets of the
company, through whim they are becoming able to strengthening their business process and
thereby attain competitive advantage by competing with the strong business giants that are
presented in Australia. The inclusion of effective leadership along with self-directed team are the

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major aspect of Cocoa Delights. However, there are certain issues, which Cocoa Delights might
face in the way of running their business in a consistent manner. Due to the inclusion of major
business giants like Hershey’s chocolate, the company can face barriers in the way of
strengthening their public image. In addition to that, Australian government is also putting stress
on sustainability. However, chocolate production requires huge energy consumption, which is
really a threat towards securing the environmental wellbeing. This is a major threat, which can
even lead Cocoa Delights to face ethical issues.
1. d) Recommendation:
As Cocoa Delights might face certain issues in the way of attaining competitive
advantage, due to the inclusion of business giants. Therefore, it is recommended for Cocoa
Delights to devise their business strategy. They can carry out in-depth market analysis in order to
explore the business strategy, practiced by the competitors and frame the business strategy
accordingly for the sake of staying aside from the hardcore competition. In addition, it is
suggested for them to explore the niche market which is very much needed in order to assess a
strong segment of customer. Cocoa Delights must also assess the strengths and core
competencies and thus explore the innovative ways for strengthening the value of business. As
chocolate production consumes greater amount of energy, which is the key factor of
environmental degradation, Cocoa Delights should practice sustainability. Recycled papers must
also be used in packaging of the products. Innovation is also a great way, through which the
employees can also be motivated to show employee-friendly behavior.
2. PEST Analysis of Cocoa Delights:
As discussed by Marshall (2014) PEST is one of the major frameworks, through which
the external factors, influencing the internal functionality of a company can be framework.

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Subsequent discussion will highlight in-depth PEST analysis of Cocoa Delights. There are four
different framework of PEST which are as follows:
 Political:
The political factors play a critical role in running business in a responsible manner.
Bresler&Lubbe (2014) observed that this is the way, through which strong regulatory framework
can be integrated that is highly to run the business in a consistent manner. Focus of the
government towards environmental sustainability is acting as a driving force behind the
companies like Cocoa Delights to frame their CSR (Corporate Social Responsibility) policy.
 Economic:
This is also a major factor in strengthening the condition of a company and thereby running
the business in a cost effective manner. Stable interest rate of Australia is playing a significant
role in increasing the interest rate of customers. At the same time, the inclusion of free market
structure is also a major factor for ensuring financial stability of Cocoa Chocolate.
 Social:
The society is a major external stakeholder of a company. Therefore, it is the matter of
utmost importance to maintain healthy relationship with that of the stakeholders, which is the
key of strengthening the public image of a company. Foxall (2014) showed that Cocoa Delights
is highly committed towards maintaining strong bonding with the strong bonding with that of the
stakeholders by adhering the professional code of conduct.
 Technological:

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Rapid development of technology is acting as a driving force behind the companies to
implement effective tool for the sake of promoting sustainable growth of business.
Implementation of internet marketing plan is the greatest aspect of Cocoa Delight. With the
assistance of this plan, the company is becoming able to catch the attention of a potential base of
customer.
3. Legal and ethical requirement to address issues related to sustainability:
Running business in ethically responsible manner is one of the greatest factors of
strengthening the public image of a company. As discussed by Moore et al., (2015) the inclusion
of business ethics plays a significant role in maintaining strong interaction with the key players
such as shareholders and stakeholders. Building strong connection with the stakeholders is the
most significant focal point of Cocoa Delight. In order to satisfy this objective, the company is
taking are towards adhering the code of conduct. Strong CSR policy has been implemented by
them in terms of minimizing the negative impact of their business from the society. As per the
view of Baker &Saren (2016) with the assistance of proactive CSR policy, the company is
becoming capable to promote societal well-being, which is the key of generating attention in the
local community, in which they are operating their business.
Providing high quality of customer service is also a major objective of Cocoa Delight as
the customers are the most valuable external stakeholder. There lies the significance of
innovation and creativity being initiated by them. This is the mode of manufacturing Chocolate
in unique manner and thereby serve the customers with excellent experience. Government is also
a major external stakeholder. Therefore, compliance with rules and regulations is very much
important. As government is putting ample stress on manufacturing imported chocolate. In
addition,Gummesson (2015) also opined that Australian Government is also creating provision

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for the companies like Cocoa Delights to implement self-regulatory mechanism. The company is
also showing intense commitment to manufacture product in accordance with the governmental
mechanism.
4. Impact of organizational strategic direction on current marketing activities:
Strategic planning can be considered as the process of formalizing the managerial method
of an organization that supports in analyzing the existing condition. This is the way, through
which the higher authority of an organization explore the most valuable resources and set the
business plan accordingly in order to acquire competitive advantage. Therefore, dedicated
strategic planning is playing a significant role for the companies like Cocoa Delight to focus on
their current marketing objectives and undertake proactive action with the intention of
strengthening their marketing activities. As showed by Bagozzi et al., (2018) there lies the
reason, Cocoa Delight is attaining immense support in recent times.
The fundamental aim of the firm is to become the national retail brand within five years
by providing the customers with unique services. With the assistance of strong strategic
planning, the company has become able to amplify their marketing activities which is the key of
strengthening the public image. Sustainable growth in both store and sales is the biggest
achievement of Cocoa Delight. The rate of gross profit margin of the company has been
increased by 46%. In addition to that,Burns, Bush & Sinha (2014) also focused on the fact that
PR advertising has also played a significant role for them to gather the attention of the customers
by providing them with the information regarding their unique offering. Lucrative branding is
playing a critical role for the company to generate intense loyalty among the customers.

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5. Exploring the products of Cocoa Delights:
Being the famous chocolate company in Australia, providing high quality of services to
the customers is the core motto of Cocoa Delight. In order to satisfy this objective, the company
is putting ample stress in the modification of their production process. High quality of locally
produced chocolate is the main product of Cocoa Delight. Pike (2015) showed that the company
is specialized in manufacturing handmade dark chocolate. The company is aiming to become
most prominent retail brand in Australia. Producing naturally produced dark chocolate is the
most prominent product of Cocoa Delight. The wonderful aroma is the greatest strength of the
company, for which the customers are becoming more inclined towards consuming the dark
chocolate.
SWOT Analysis of Cocoa Delights:
SWOT analysis is a worth mentioning framework, which helps in exploring underlying
competencies as well as weaknesses of an organization. In-depth SWOT analysis of Cocoa
Delight is as follows:
Strengths Weaknesses
 Innovation and creativity in creating
handmade dark chocolate.
 Long term sustainability
 Intense focus on offering unique
customer service
 Strong brand presence in Australia
 Multiple range of dark chocolate
 Comparatively weaker online presence
 Lack of awareness among the
customers regarding the health benefits
of consuming dark chocolate
 Lack of brand awareness and extension
of sales.
 Unable to run business in a cost

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 Increased rate of sales effective manner
 Delay in broadband connection, which
is making it difficult for the company to
satisfy their objective behind
implementing internet marketing.
Opportunities Threats
 Increased rate of chocolate
consumption
 Usage of social media, which can have
a firm impact on attracting a strong
base of customer
 Increased budget in market
 Satisfying unique dietary demand in the
market
 Execution of promotional activities as
per the requirements of the Australian
citizens.
 Higher rate of interest, which is
affecting consumer spending power
 The rate of unemployment in Australia
is also increasing in a rapid manner.
 Strong presence of the companies like
Hershey Chocolate
 Lower rate of profitability
Table 1: SWOT Analysis
(Source:Scarborough, 2016)
6. Effectiveness of initial marketing activities:
Cocoa Delights is one of the booming companies in Australia. The inclusion of
innovation and creativity in their marketing activity is playing a pivotal role for them to drag the

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attention of the customers and thereby accelerate their image in the society. In addition, the rate
of consuming chocolate is also increasing promptly. This is also paving the way for Cocoa
Delights to run their business without any hindrances. Babin&Zikmund (2015) put stress on the
ground that the focus towards the digital media for executing marketing activities is also acting
as a strong opportunity for Cocoa Delights to exploit the target market and thereby satisfy the
requirements of customers, which is changing rapidly. Successful implementation of proactive
marketing activity has helped Cocoa Delights to achieve sustainable growth in the rate of sales.
However, Malhotra (2015) argued by saying that one issue, which is being encountered
by them in recent times is lower rate of profitability. They have set the objective of getting 63%
profit, still, they have acquired only 45% profit. Execution of PR marketing objective has acted
as a greatest opportunity for Cocoa Delights to drag the attention of major number of customer.
This strategy has worked higher than that of the predetermined objectives. PR marketing has
enabled Cocoa Delights create awareness regarding their brand among almost 58% of customers.
Marketing through internet and digital media has acted as critical success factor for Cocoa
Delights. Purvis (2015) observed that they have also cut the cost of usage of electricity which is
the key of endorsement of environmental well-being.
As they are facing issues in the way of increasing their profit margin, it is imperative for
them to cut the additional cost of operation. According to Cavusgil et al., (2014) as radio
advertising is obsolete in contemporary times, it is imperative for them to stop investing money
for this reason. At the same time, they can also automate their business process, which is also a
very significant way of cutting excessive cost of operation. Still, the positive perception of the
customers is acting as a major force for Cocoa Delights to run their business in a profitable
manner. The social trend of eating chocolate is promptly increasing is creating great opportunity

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for the firm to gather a potential base of customers, which is the fundamental factor of increasing
statistics of profit margin (Hair, 2015).
Role Play Participants:
The CEO of Cocoa Delight and the Marketing manager of the company
The marketing manager: Good Morning Sir
The CEO: Good Morning Manager. Please have a seat.
The marketing manager: Thank You Sir.
The CEO: Can we be started with today’s plan, gentleman?
The marketing manager: Yes, please. Sir, I would to emphasize on the current situation of the
Cocoa Delight company known for its best handmade dark chocolates.
The CEO: Yes Of Course, since the very beginning, our organization is aimed at serving a wide
range of customers with high quality handmade ark chocolates. The vision of the company has
been a major national brand representing the legacy of dark chocolates it has been holding
through the past years. I believe that the key of the soaring success of the company is the trust
and loyalty built among the customers. It has played an important role in keeping the customers
inclined towards the organization.
The marketing manager: Yes Sir, I have also researched on it and found out that the major
strength of the company is the quality of product it has been offering in the most innovative
manner. Can you emphasize on the other strengths of the company?

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Then CEO: As you can see, the company has long term sustainability and multiple ranges of the
dark chocolates serving to an extensive range of customers. It has intense focus on offering
unique customer service.
The marketing manager: Sir, I need to know more about the changes taking place in legislation
which could impact on the operations of Cocoa Delight.
The CEO: I would like to highlight specific points to you. There is a big push on the
sustainability issues from the government. The environmental issues concerning the waste
management and energy conservation are the major reasons behind the force. Throughout the
previous years, the Cocoa Delight stores have been deigned to be comfortable places for
shopping. As a result, it consumed excessive electricity for the air-conditioners and lights. The
new laws have necessitated the reduction in electricity consumption and providing the customers
the same comfortable shopping experience.
The marketing manager: After abiding the laws and tailoring the operations according to the
laws, what opportunities can the company enjoy in future?
The CEO: The government is also looking at the country of manufacture clearly stated on the
imported products. Since the Cocoa Delight is entirely Australia made, it can be a good
opportunity to increase the market share. Some of the competitors are selling the chocolate
products which are imported from the poorly reputed countries for employment and quality
ethics. It think, we can do better than this.
The marketing manager: What is the new phase in the strategic plan of the company?

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The CEO: I believe that we should now change the focus from the local suppliers to the national
suppliers. We must think about the opportunities to save money having achieved larger
geographic benefit and selection media with a national reach.
The marketing manager: I completely agree with your views sir. However, what marketing plan
the company has currently?
The CEO: As evident from our market reports, we have achieved the sales and store growth but
the gross profit margins are stuck in 46 %. I believe we are still below the threshold of gourmet
chocolate and hot drinks. The gourmet chocolate and hot drinks are predicted to be at an average
gross profit of 63 %. The use of PR has been useful which has resulted n various write-ups on the
exceptional offers. The customer loyalty lists have helped in achieving 34, 500 and a survey
indicates that almost 58 % of people in the target market which recognizes the people in the
target market identify the Coco Delights brand and what it represents.
The marketing manager: Sir , can you please elaborate more on the differences between the
Cocoa Delights’ marketing plan from 2017 and the current situation. ?
The CEO: Firstly, the interest rates are rising, the unemployment rates also have risen to 5. 8
%, the social trend towards the people who are eating chocolate is growing stronger than
anticipated. Secondly, the broadband rollout has been also delayed which has caused holding of
some of the internet marketing plans of the organization.
The marketing manager: Thank You Sir for your valuable time.
The CEO: Thank You!

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Task 2: Validity report
Being a significant chain of chocolate stores in Melbourne, it is imperative for Cocoa
Delights to analyze both risk and benefit before undertaking any activity. It is the vision of Chair
of the Board of Cocoa Delights, it is the vision of the firm to strengthen their presence in every
Australian capital city by 2020. They are aiming to open more than 100 stores in the entire
country.
Business Opportunity 1 : Franchise
The cost benefit analysis
Franchise business is a business which is owned by an entrepreneur or an entrepreneurial
group which offers a product or service labeled by a corporation which provides assistance in
each aspect of the business. The Chair of Board has been exploring various options such as
franchising which is expected to result in the fast growth of the company and help to achieve the
target of 100 stores in three years. The Franchisees are supposed to bring their own capital
which provides a ready s solution to the shortage of store manager.
The cost benefit analysis would suggest how much the option will be viable in achieving
the business benefit. The cost benefits analysis has two man applications. The first is to
determine if an investment is sound and how much of its benefits outweigh its costs. The second
is to provide a ground for comparing the investments or the decisions with each option with the
total expected benefits. The total expected benefits can also be compare through this. The
approx investment for the Cocoa Delights Franchise is $ 200 million. The benefit is that, this
concept is fast growth and could achieve quicker market penetration. It is faster than the joint
venture option. It is also proven that the stores of Melbourne provided easy marketing and
acceptance of franchise sales.

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PEST Analysis
Political- The government is seen to be reducing the waste and the energy use. It is supporting
the growing population. The government is also planning significant penalties for the businesses
that do not comply with the new directive.
Economic- The interest rates are rising but it is expected that it will level out in the coming three
years. The amount of disposable income is reduced because of the rising interest rates. The
shortfall is expected to be recovered in the coming years. It will have increased outstrip flagship
rates by 2 % . The rates of unemployment are also increasing and in the coming years, it is
expected to rise up to 6 %.
Social - The contemporary social trend is to become healthier by consuming health rich
substances. The company offers the customers the knowledge about the health benefits of
consuming dark chocolate and taste the variety of dark chocolate products.
Technological- The technology development with the broadband is rolling out across Australia.
There is a huge expansion on the options of internet retailing. It has been also found that the
“bricks and mortar” retailers are gaining huge advantage from this new technology.
Risk Analysis:
The business franchising incurs few risks.
 Since it is a regulated industry and before offering franchise, the organization must
ensure that it abides by all times of franchise laws. Otherwise, it might incur the
regulatory risks. Since each store will operate on separate legal agreement, there can be
greater legal issues.

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 The franchise vultures might disrupt the entire business initiative. The entities involved
in the franchise are the franchise lawyers, the SEOs, the advertising companies, the
franchise development companies might affect the system growth. The issues related to
honesty and trustworthiness can incur challenges.
 There might be conflicts between the local owners and a national brand’s interests. It is
because everyone will try to operate in their own way.
Fit Analysis
The Fit analysis is done for expressing the degree to which the organization’s decision is
matching the resources and the capabilities along with the opportunities in the external
environment. The idea o franchising has been accepted by the store managers and they are highly
encouraged to run the store as their own business. The idea of franchising is made real by them.
Franchise brings their own capital and provides a strong solution to the problem in their
management. However, the lack of financial rewards less inspires few of the managers to put the
required time in the tasks. The franchising helps to achieve greater results by increased rewards
for the hard-working store managers.
Impact Analysis
There are certain government laws which protects the franchisees, increases the need for
strict compliance in the organization. The expansion of Cocoa Delight is about to start in Sydney
and move to a new city when in Sydney when the profitability is reached. Since, franchising is
considered as an alternative method for the capital acquisition there are various advantages of the
strategy. Franchising will allow for expansion with no contingent liability. The risk is limited to
the capital invested in developing the company. There will be a motivated management with

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long term commitment and better quality management. There will be improved operational
quality. The environment of innovation will be spread and it will make the managers outperform.
Business Opportunity 2: The joint venture
Cost Benefit Analysis
The joint venture occurs when a cooperative enterprise enters in collaboration with two
or more business entities in order to accomplish a particular business goal. It can be formal
informal and can also be short term or long term. In the Cocoa Delight company, along with the
option of franchising, the proposal from Haigh’s Chocolates m he joint venture option has also
been given. The costs benefit analysis suggests that the target of rolling out to 100 stores is
supposed to take almost 5 -7 years which is longer than the option of franchising. The joint
venture will be with the Haigh’s Chocolates which already understands the market in other cities.
It sells the chocolates in mid –range prices and there are stores at the famous cities such as
Sydney, Melbourne and Adelaide. It has all the necessary information and contact related to the
state and government compliance. It is expected that Haigh’s chocolates will support the Cocoa
Delight to establish their brand awareness with an already established company. The
collaborating efforts to promote their brand will help them to gain the market share fast and
achieve the goals.
PEST Analysis
Political - The Cocoa Delight company is recently facing the challenges related to the
government regulations. The legislation requires the company to use minimum energy and
reduce waste as much as possible. There are significant penalties to which are being imposed on
the business which are away from the compliance with the modified directive.

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Economic- The company is facing higher interest rates in shirt terms. The interest rates are
expected to come in level within the coming three years. Since the interest rates are increasing,
the disposable income has reduced upto greater extent. The shortfall is expected to become
recovered in the long term. Moreover, the unemployment rates have climbed up steadily.
Social- Recently the social trend among the consumers is to consume more healthy stuff
avoiding the unhealthy consumption. The Cocoa Delight offers extended range of dark
chocolates to address the changing requirements of the customers.
Technological- In Australia, the technologic development with the broadband has been delayed.
However, it is expected that it will be completed within the next three years. Notably, the bricks
and mortar retailers are gaining huge benefits from the new technology.
Risk Analysis
There are some business risks too of engaging in a joint venture with the Haigh’s
Chocolates. Haigh’s Chocolates is a mid-sized operation with few stores in each city. It sells the
chocolates at a medium range price. The company views itself as operating in a different market
segment in the same industry. Among the various business risks, the chances of conflicts are
there. There might arise the conflict of interest between what is good for Haigh’s and what is
good for the Coco Delights. The rollout of 100 stores is supposed to be completed within 5- 7
years. Since Haigh’s had a “loss leader “advertising practices, it can leave negative impact on
Cocoa Delight’s reputation and marketing. Haigh’s has association with a mass produced
product which can again leave negative impact on the reputation of Cocoa Delights and its
quality too.

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Fit Analysis
From the case study of Cocoa Delights, it can be deduced that the advertising will be
cheaper because Haigh’s Chocolates already have access to the media. He market segments are
complimentary rather than competitive. Haigh’s is strong in the replacement segment rathe5 than
refurbished dwellings. It is strong in other cities not in Melbourne. Th4ere is not imported goods,
there is extensive advertising. It operates in different market segment in the same industry.
Impact Analysis
Since the market segments are more competitive than being complementary, the joint
brand advertising could be achieved. As Haigh’s has strong hold on advertising, the advertising
would be cheaper and extended. As a result, the customers could enjoy higher success to all the
products which includes the cheaper range of merchandise too. The advertising space will be
shared on the PR articles, the billboard and the advertising.
Task 3: Marketing objectives
Part A: Marketing objective report
Objective 1: Brand Awareness
The brand awareness has been considered to be the benchmark that the Cocoa Delights
will wish to achieve in the markets where it operates. The Chair of the Board is in terms with the
statement that by 2021, the company must have a considerable presence in the retail chocolate in
each Australian capital city. The Brand awareness has helped the company in Melbourne and in
other cities too, the brand awareness will work. In short term, the company will focus on the
marketing campaigns and advertisement for the instant familiarity in the neighbouring cities. In

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long term, it aims at raising the brand awareness in the neighbouring countries and continents
too.
The overall KPI
The overall KPI achieved by the setting the objective on brand awareness will be
increased revenues region wise and higher returns. The brand awareness will extremely help in
the expansion of the company beyond Melbourne.
Attainability
The brand awareness can be achieved by the joint venture TV advertising campaign
which costs $ 1.1 million in every new market. The brand advertising campaign will require
sufficient manpower for the marketing department in managing the campaign.
Compatibility
The brand objective of brand awareness has been the bas for the Cocoa Delights
marketing plan for 2010. It has been considered to be the benchmark for the Cocoa Delights. It
secures the key objective of market share and penetration. It is a national retail brand and a
leading chocolate retailer too.
Consistency
The objective of brand awareness is in terms with the Chair of the Board. The board
confirms the idea that the company needs to be present in every city by the year 2021.
Equipped
The objective is equipped with the capability, resources and finances of the company.
The objective of market share can be achieved through the advertising campaigns. The

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advertising will cost $ 1.1 millions in every new market as a joint venture. The increase of staff
power will result in good management of the marketing department. The 20 % of the advertising
budget will be refilled with the established markets. The brand is prominent in stores, the staff
uniforms, advertising, packaging the, PR articles and the vehicles. The brand receives regular
feedback from Holt & Burrows, the national consultants.
Legals
The objective of brand awareness completely complies with the Competition and
Consumer Act 2010.
Objective 2: Category Target
The company will target a particular group of people and serve them a particular type of
chocolate liked by them It has been found that the sales analysis shows that the handmade
chocolate gains the maximum favour of the customers, almost 45 %. The company will target 30
% for the machine made chocolate which will indicate that the new market is on track to achieve
the sales target on overall basis.
Overall KPI
It will increase the number of total customers. The more the company will reach the total
customers, the more the number of sales will increase. There will be higher revenues and cash
flow. This is an essential metrics in the KPI. The easy cash flow will enable the company to do
mire investments.
Attainability

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The customers especially the new customers will be signed for loyalty programs. The
initial advertising budget will showcase the items selected by the new customers such as Dark
Decadence.
Compatibility
The customers will be provided with the opportunity to sign for the loyalty programs.
This will in turn maintain and attract the gourmet chocolate customers.
Consistency
The handmade chocolate category receives prior traction with the market that is
followed by the uptake in other categories.
Equipped
The case study suggests that the initial advertising budget will feature the items picked
up from the category chosen by the customers. It will also be the prior concern of the front
entrance with prominent display during the beginning.
Legal
The industry in the country is self-regulating which runs with the origin tag.
Objective 3 : Market Share
The Cocoa Delights envisions dominating the market where it operates. They are aimed
at increasing the market share with increased rates in long term in each city.
Overall KPI

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The market share will help the company to achieve the overall KPI of increasing the
revenues structure, the cash flow, the market expansion and brand awareness in some other way.
Attainability
The company has become able to rise from the position of dominance to achieve the sales
targets along with the gross margin that is highly required to succeed.
Compatibility
The Cocoa Delights dominates the markets where it operates. It has been attracting and
maintaining the chocolate loving customers. It will become the leading chocolate retailer along
with being the “best in class “ for the chocolate retailing.
Consistency
The company will reach the customer expectations as it has reached to the position of
achieving the sales targets and the gross margins too which are required to succeed.
Equipped
It is working comfortably with the joint venture partner and a full marketing plan will be
developed before acting on the market share. The company will access the feedback of the
national consultants like Holt & Burrows. It has allocated 5 % turnover to finance the budget for
achieving the organizational target.
Legal
The company’s legal agreements with the partner Haigh’s Chocolates covers the rules
related to competition as set by the ACCC.

24DEVELOP ORGANISATIONAL MARKETING OBJECTIVES
Summary of the meeting with the CEO
In the meeting between the CEO and the marketing manager, the CEO informws that
the Board has decided to go for the idea of joint venture as proposed by the Haigh’s Chocolates.
He asked the marketing manager to develop few marketing objectives or their expansion plan.
In the meeting, the CEO explains that brand awareness has been a benchmark for the company
and in consistence with the Board’s statement. He also adds that for the brand awareness, they
have sat money aside for the advertising campaign. It completely complies with the competition
and consumer act 2017. On request , the CEO further informed that he handmade chocolates are
the most preferred by the customers and they might design the loyalty programs for the
customers. The marketing manager asked the CEO to express his view on the objective of
market share. The CEO informed that the company envision dominating the market where it
operates. Although all the three objectives including the brand awareness, the category target and
the market share are useful, the objective of brand awareness and market share can be identified
as the long –term strategic objectives. These two objectives are more in compliance with the
legal aspects, are more attainable, compatible and consistent with the current situation of the
company and the industry.
Long term objective 1: Brand Awareness
KPIs
The Cocoa Delights company will achieve the market presence and almost 66 % of the
target customers will recognize the brand after it establishes itself. During the market expansion,
the company will establish the brand awareness in each new market where it enters. The
established market will allocate almost 20 % of the advertising budget.
The Risk Management

25DEVELOP ORGANISATIONAL MARKETING OBJECTIVES
The company will receive regular feedback from the national consultants Holt &
Burrows. The managers and the executives of the company will be given the responsibility to
display the brand prominently. The objective of the brand awareness complies with the
Competition and Consumer Act 2010.
The long-term objective 2 : Market share
KPIs
The company will acquire 15 % of the market share for every capital city where the
Cocoa Delights works. It will also acquire 12 % market share before the breakeven sales levels
are secured.
The Risk Management
The legal agreements with the Haigh’s Chocolates will help the company to avoid and
manage risks related to legislation. The feedbacks and suggestions of Holt & burrows will be
another big support for the company.

26DEVELOP ORGANISATIONAL MARKETING OBJECTIVES
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