Business Expansion for Cocoa Delights } Report

Running head: REPORT
Business Expansion for Cocoa Delights: Marketing Objectives
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1
REPORT
Executive summary
Cocoa Delights is one of the famous handmade gourmet chocolate company in Melbourne. It has
15 stores that sell specialized handmade dark chocolate products. Since establishment, it has
been able to gain success and a sustainable market position in the chocolate market of
Melbourne. The company aims to expand its business to 100 stores by 2024 and have a
significance presence in the market of every capital city of Australia. PEST analysis has shown
that the company has stable scenario for growth and there is increase in demand for dark
chocolate products despite falling disposable income. The SWOT analysis shows that it has
skilled staff, and brand awareness among the consumers, however, there is limited funding that is
affecting the marketing activities. Thus, in the new phase of development, it should opt for
greater capital accumulation for digital marketing and PR, and complying with environmental
laws for contributing in sustainability.

2
REPORT
1.0 Introduction
Cocoa Delights is a chain chocolate store with 15 outlets of gourmet dark chocolate in
Melbourne. The company sells handmade dark chocolate products. Cocoa Delights has reached
to its goals set previously and would leap one-step ahead for further development. This report
will present an evaluation of the previous marketing strategies of Cocoa Delights and will
provide a strategic marketing plan for achieving the next phase of development.
2.0 Discussion
2.1 Written statement
Mission: To achieve a brand value and image by providing high quality, gourmet, unique and
handmade dark chocolate products and gain a substantial share in the Australian market. The
company also aims to adopt more measures to contribute in sustainability.
Vision: To become a national retail brand of a wide range of unique, high quality dark chocolate
in the next 5 years, and to provide exceptional customer service from the highly skilled and
dedicated employees.
Purpose: Cocoa Delights wants to expand their business from 22 stores in Melbourne to 100
stores across the country and provide best value to the customers while adopting sustainability
measures.
Values: Cocoa Delights prefers to be unconventional and daring in their creation of gourmet
chocolate. They emphasize on innovation and creativity. Stewardship and adherence to moral