MKT600 Marketing Strategy and Plan: Chocolada's Brisbane Expansion

This report presents a marketing strategy and plan for Chocolada, a chocolate business, aiming to expand its operations from Melbourne to Brisbane. It begins with an introduction highlighting the Australian consumer's love for chocolate. The report then analyzes buyer behavior in Australia, emphasizing the popularity of chocolates across all age groups and preferences. A micro-environment analysis examines relevant publics and potential suppliers in Brisbane. The report also addresses competitor strategies, recommending attractive packaging, online sales, in-store consumption options, and background music to differentiate Chocolada. A macro-environment analysis considers societal influences on chocolate consumption, including health consciousness. The report concludes with recommendations for a successful launch in Brisbane, including local sourcing and a customer-focused approach.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Table of Contents
Introduction................................................................................................................................2
1. Buyer Behavior in Australia in Relation to Chocolates......................................................2
2. Micro-Environment Analysis.............................................................................................4
2.1. Relevant Publics..........................................................................................................4
2.2. The Suppliers...............................................................................................................4
3. Dealing with Competitors in Brisbane................................................................................5
4. Macro-Environment Analysis.............................................................................................7
4.1. Society Wide Influence on Chocolate Products..........................................................7
4.2. Trends affecting Fast Food Consumption in Australia................................................8
4.2.1. Demographic Trends that affect Fast Food Consumption.......................................8
4.2.2. Economic Trends that affect Fast Food Consumption.............................................8
4.2.3. Natural Factors that Affect Fast Food Consumption...............................................8
4.2.4. Technological Trends that affect Fast Food Consumption......................................8
4.2.5. Political and Cultural Trends that affect Fast Food Consumption...........................9
Conclusion..................................................................................................................................9

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Introduction
The love of chocolates is a love shared by people living in every part of the world and
the people of Australia are no exception. The average Australian loves consuming chocolate
in any and every form, be it liquid chocolate, hot chocolate, dark chocolate or milk chocolate.
Chocolate businesses consequently tend to do quite well in Australian cities and towns
because of the fact that they readily get plenty of buyers for their products, regardless of how
highly or affordably priced these chocolate products are. This report prepares a marketing
plan based on situational analysis that can be used by Chocolada a thriving chocolate
business in Melbourne, to expand its operations to Brisbane, where the enterprise is likely to
do equally well. The report concludes with a number of important recommendations that can
implemented by the business in order to start up the new chocolate business in the city in the
most effective and successful manner.
1. Buyer Behavior in Australia in Relation to Chocolates
Most Australians are health conscious these days, as they have always been in the past
too, but many of them are known to have quite a bit of a sweet tooth. Chocolates and sweets
have traditionally been popular among Australian consumers and they continue to be so even
today. People in Australia, young and old, in their old age or in their youth, are known to love
and buy chocolates a lot. Australian children love chocolates, as do Australian adults, and
even people who are in the twilight years of their lives. Consequently, businesses that deal in
chocolates are seen to incur huge profit. There are many chocolate stores in Australian cities,
that operate individually as well as within departmental stores and supermarkets, all of which
are seen to generate huge sales, regardless of the type of chocolates that they are seen to sell,
indicating in the process that opening or starting a chocolate enterprise in Australia or

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expanding operations when it comes to a chocolate business can prove to be a very good idea.
There are no discrepancies that can be witnessed in the Australian market between a
preference for branded and non-branded chocolates. Stores that deal in the sale of branded,
expensive Swiss and Australian chocolates are able to cater to the needs and requirements of
their target audience in much the same way that non branded local chocolate stores are. What
the average Australian is seen to demand is chocolates, in any form, type, variety, taste and
color.
Chocolada is a chocolate business in Melbourne that specializes in the production of
chocolates that come in the mint flavor and which are available in a number of other flavors
as well. The operations for Mint Fresh are carried out through two stores, both of which are
based in Melbourne itself. Some of the well known products that customers can choose from
when they visit the Chocolada stores in Melbourne include glazed or crystallized fruit,
confectionary, cocoa products, liquorice, drinking chocolate, candied nuts, marshmallows and
candied popcorn among others. The Chocolada chocolates in Melbourne are particularly
popular among consumers because of the fact that its chocolates are very affordably priced.
The owner of Chocolada makes it a point to ensure that people from all walks of life are able
to afford the chocolates that are made available in the market in Melbourne by Chocolada.
Given the popularity associated with Chocolada chocolates in Sydney, this is a
chocolate business that believes that it is likely to do equally well if it expands its operations
to Brisbane. Brisbane is one of the largest and most prosperous cities in Australia and a
chocolate business like Chocolada is certain to be able to locate a target audience that will not
only buy their chocolates but will also likely recommend others, that is, people they know, to
try out their chocolates too. Given the diverse range of chocolates, including the mint
flavored chocolates that are manufactured by Chocolada, the small business is sure to find
plenty of interested customers for his chocolates in Brisbane, as it does in Melbourne.

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2. Micro-Environment Analysis
2.1. Relevant Publics
The relevant publics for the variety of mint and other chocolates marketed by
Chocolada, in Brisbane will include people of all age groups, starting from children who are
five or six years of age, and who are old enough to consume chocolates to people who are in
their old age, that is fifty to sixty years of age, and who have a sweet tooth or fondness for
chocolates. Every effort will be made on the part the owners of Chocolada to keep the sugar
content of the chocolates to a very basic level so that people who are health conscious and
who want to avoid chocolates for health reasons, also feel encouraged to buy the chocolates
that are now going to be marketed in Brisbane by Chocolada.
2.2. The Suppliers
Chocolada will tie up with local suppliers in Brisbane to acquire the cocoa, sugar,
milk and other essential ingredients that are needed to open a single store in Brisbane. Quotes
will be taken from the most prominent cocoa, milk and sugar vendors in Brisbane, and the
supplier who is able to provide quality ingredients for a fair market price will be selected by
Chocolada as the primary supplier for Chocolada’s new store in Brisbane. Additionally,
Chocolada will also engage in the purchase of wholesale ingredients from supermarkets and
departmental stores in Sydney in order to manufacture the chocolate products that the
Chocolada store is already so well known for in Melbourne. Chocolada will refrain from
procuring supplies from internet based suppliers and vendors on account of the fact that such
supplies are of an unpredictable nature and cannot be trusted with regard to delivery
efficiency and quality. Chocolada will personally oversee the procurement of quality
ingredients that have to be arranged for in order for the chocolate manufacture to take place.
The management will make most of the purchases made in this respect on their own to make

5MARKETING STRATEGY AND PLAN
sure that what is launched in the market is not of a substandard nature, and that the target
audience in Brisbane gets to procure quality chocolates and candy in much the same way as
the target audience of the business is able to do in Melbourne.
2.3. Marketing Intermediaries
There are no marketing intermediaries that the Chocolada business is likely to utilize
when it launches its operations in Brisbane. Chocolada is going to avoid involving wholesale
suppliers and distributors in his business until and unless it has been at least six months that
his business has been operational. The business will wait to see how well the business is
doing in the new city of operation before it decides to enlist the services that are provided by
wholesale retailers and distributors in Brisbane. The business will have to take off well in
Melbourne, in order for the Chocolada management to be convinced enough to make use of
services offered by distributors and wholesalers in Brisbane. The two stores in Melbourne are
thriving and the profit that is generated from the running of the two stores is what has
encouraged the management of Chocolada to go ahead and expand to a new city and try his
luck at running the business over here.
3. Dealing with Competitors in Brisbane
Although Chocolada is a a successful chocolate business in Melbourne, and is likely
to do equally well in Brisbane, there are a number of competing businesses in Brisbane
that are likely to give the enterprise quite a lot of rivalry and opposition. The target
audience for the competitors of the business in Brisbane is the same as his, that is, people
from childhood to old age who have a sweet tooth and who are fond of chocolate
consumption, whether regular or infrequent. It is important for the business to take
cognizance of this fact and position itself in Brisbane in a way that the store in the city
really stands out from the stores of competitors and that products are also made available

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to customers in a way or manner that differs greatly from the way these are launched in
the market by rivals. For this purpose there are a number of strategies that need to be
adopted by Chocolada to make sure that its chocolates really draw the attention of
customers away from the chocolates that are offered by competing businesses. This can
be done by taking the following recommendations into consideration.
 The coverings or wrappings of the chocolate products should be attractive and
decorative and should invoke a considerable amount of interest in buyers at the time
of purchase. Efforts should be made to include or use colorful wrappings and paper
that has a shiny look and feel to it so that customers feel prompted to buy such
chocolates, especially as gifts to small children or for near and dear ones. An
attractive presentation will go a long way in helping the Chocolada business to rope in
the adequate number of customers that it needs to compete with its rivals well enough
in the market in Melbourne.
 The chocolate products should be made available for sale online apart from being
accessible from the physical store that Chocolada opens, in Brisbane. While the
physical store is likely to attract plenty of customers, it is fact well known that most
people like shopping for products online these days and if the Chocolada chocolates
are made accessible online for purchase by customers in Brisbane, they are likely to
get sold in large numbers.
 Chocolada should distinguish its chocolate store in Brisbane from other chocolate
stores in the same city by enabling customers to sit at the store and consume
chocolates instead of offering only take away services. The store that is opened in
Brisbane should serve the role of a café and a chocolate store at the same time so that
people feel encouraged to visit it more often than it would had been just like a regular
chocolate store. The new Chocolada store should give customers the option to

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purchase delicious chocolates while being able to sit and consume the same, in the
company of their near and dear ones.
 To enhance at the chocolate store cum café that is opened by Chocolada in Brisbane,
the store owner should have instrumental music playing in the background. This is
likely to set the mood well, giving customers an option to visit the store whenever
they want to relax and unwind a little bit. Working professionals and business owners
will get a new option for relaxation in town, and will visit the new Chocolada store
regularly.
4. Macro-Environment Analysis
4.1. Society Wide Influence on Chocolate Products
Australian society is quite health conscious, with the average Australian taking a lot
of care about what should and should not be eaten on a day to day basis in order to stay
healthy and fit. Yet when it comes to the consumption of chocolates, the average Australian
is more than interested in its consumption, with young and old alike engaging in the
consumption of chocolate on a regular basis, be it liquid chocolate or solid chocolate. Hence
there is no negative influence or impact that is exercised on the part of Australian society on
the intake of chocolate products. By and large, Australian society is seen to view chocolate
products quite favorably, with Australian children consuming chocolate in large numbers,
and not being entirely discouraged by their parents to do so. This could largely be due to the
fact that there are a number of health benefits associated with the consumption of chocolates
is advocated by doctors, health experts and nutritionists in Australia. Chocolate is believed to
boost energy levels considerably in people of all ages, in young and old alike. Hence
Chocolada is already doing quite well wherein Melbourne is concerned, and it intends on
doing the same by expanding operations further, to a different Australian city, Brisbane.

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4.2. Trends affecting Fast Food Consumption in Australia
4.2.1. Demographic Trends that affect Fast Food Consumption
Fast food consumption in Australia is not limited to any age. Young people, that is,
those in the age group of six to twenty five years, as well as those who are older, are all
seen to be hugely fond of fast food products, chocolate products notwithstanding. There
are takers of every age group for Chocolada products in Melbourne, so there is no reason
why the business should not be able to locate a target audience in Brisbane too, and profit
by expanding operations to this Australian city.
4.2.2. Economic Trends that affect Fast Food Consumption
The average Australian has the purchasing power that is needed in order to be able to
buy chocolate products. Any fast food business, including confectionaries, will do well in
Australia as people here can easily afford to indulge themselves in such things every once
in awhile.
4.2.3. Natural Factors that Affect Fast Food Consumption
Australia is a tropical country that is characterized by a hot and humid climate. Yet
such climatic conditions do not deter people from wanting to consume fast food in any
form, and that includes sweet products like chocolates as well.
4.2.4. Technological Trends that affect Fast Food Consumption
The use of apps and online food delivery facilities has greatly helped fast food
businesses, including chocolate businesses. Those wanting to buy chocolate or fast food
of any sort will be able to do so online from the comfort of the home, rather than having
to be present at a physical store for this purpose.

9MARKETING STRATEGY AND PLAN
4.2.5. Political and Cultural Trends that affect Fast Food Consumption
Political and cultural trends encourage fast food consumption in Australia rather than
deterring this in any way. Many Australian politicians are seen to engage in the intake of fast
food and there are few or no politicians who are averse to the consumption of chocolate.
There are no cultural trends in Australia that discourage chocolate consumption. While sweet
consumption is not advocated by health experts, there is no discouragement as far as the
intake of chocolates are concerned.
Conclusion
Thus, Chocolada can definitely do a good job of expanding business operations to
Brisbane in Australia, based on the success of both of the chocolate stores in Melbourne and
given the fact that the commercial, cultural and technological environment in Australia is
conducive for the consumption of chocolates. Chocolada simply has to take care to present
the chocolate products differently, in a different environment, such as in the form of a café or
bistro rather a conventional chocolate store, and offer online ordering facilities as well, to
secure a good customer base for its products in Brisbane once the store expands its business
to this city.

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