Cocoa Delight Marketing Objectives: A Comprehensive Report

Desklib provides solved assignments and past papers to help students succeed.

Develop organisational marketing objectives
1

Table of Contents
Introduction................................................................................................................................3
Assessment task 1: Organizational review.................................................................................4
Mission, purpose, vision and values of cocoa delight: -............................................................4
Strategic direction and targets of cocoa delight company.........................................................5
Complete a situational analysis (including a PEST analysis) of cocoa delight.........................6
Identify legal and ethical requirements for the organization to address sustainability issues.. .8
Describe the impact of the organizational strategic direction on current marketing activities.. 9
Analyze current key products or services and major markets for strengths, weaknesses,
opportunities and threats. (Conduct a SWOT analysis)...........................................................10
Evaluate the effectiveness of previous marketing undertakings, including:Performance
against established objectives (including profitability)............................................................12
(B) Critical success factors (List the critical factors)...............................................................12
Areas for improvement and lessons learned. (How can the organisation improve its
marketing)................................................................................................................................13
ASSESSMENT 2.....................................................................................................................14
Cost and benefit Analysis of Cocoa Delights..........................................................................14
PEST Analysis.........................................................................................................................15
Risk..........................................................................................................................................15
Fit.............................................................................................................................................16
Impact.......................................................................................................................................17
ASSESSMENT 3.....................................................................................................................19
Key performance indicators.....................................................................................................19
Risk Management Strategy......................................................................................................21
Conclusion:..............................................................................................................................24
References................................................................................................................................25
2

Introduction
Marketing objectives refers to the goals of the business which must be achieved in a
particular time frame. This includes promotion of goods and services of a company to
potential customers. Basically,these objectivescan also be referred as marketing strategies
that are used to attain overall objectives of the organisation. For promotion of any product in
the market involves creating awareness of that product among targeted potential customers.
For improving the sales of a particular product, it is very essential to provide information to
the customers about product detail and its features which may reduces the resistant behaviour
of the customer for buying the product. These objectives set out what actually a business
wants from its marketing activities. The objectives should be consistent covering overall aims
and goals of the company and also provide focus on marketing team of the company.
In this report of cocoa delight, we will analyse the current status of marketing strategies of
the company and will also evaluate its previous marketing activities. This report of cocoa
delight will contain its organisational review which involves pest analysis of the company, its
legal and ethical requirement for solving issues, swot analysis, impact of organisational
strategy over the current activities. The report will help an individual to understand the
marketing objectives of cocoa delight and will also provide information about the current
activities going on in the company.
3

Assessment task 1: Organizational review
Company’s overview
Cocoa delight is a chain of 15 gourmet stores located in Melbourne; the company have
specialisation in creating handmade dark chocolates products. The company is working
effectively and efficiently for achieving its objectives and is applying new strategies for its
further development.
Mission, purpose, vision and values of cocoa delight: -
Mission
Mission of cocoa delight is to be one of the best retailers of dark chocolate products and
satisfies its wide range of customers by providing high quality chocolate products to cater the
growing needs of chocolates in Melbourne.
Purpose
Mainpurpose of cocoa delight is not only to provide customer a unique range of high-quality
dark chocolates but it also aims at providing its customer exceptional services with the help
of its dedicated and highly skilled staff.
Vision
Vision of cocoa delight is to be one of the best national retail brands in coming 5 years.
Values of cocoa delight
The Company possess some values which help it in easy and efficient working. These values
are: -
 Maintaining high level of health and safety
 Develops leadership qualities
4

 Company manufactures chocolates committing towards environmental practices.
 Company while selling its chocolates offer meaningful values to the customers.
Strategic direction and targets of cocoa delight company
In cocoa delight, for attaining proper commands and supervision of all the factors that
supports the working of cocoa delight, company’s authorities are focussing on various
strategies such as swot analysis and pestle analysis which will help the company to recognise
the areas where improvement is needed. Moreover, company is also focussing on measuring
and monitoring the performances of its employees for determining the critical aspects. The
company targets on its potential customers which includes children, youth, health conscious
people etc.
5

Complete a situational analysis (including a PEST analysis) of cocoa delight
Coca delight focuses on understanding the situations availing in the market environment for
the purpose of getting effective commands over all the aspects. For gathering more
information about market environment, Company conducts pest analysis. With the help of
pest analysis cocoa delight can successfully attain effective knowledge about political,
economic, social and technological aspects. Information of these aspects helps the company
in forming a proper alignment of all its events and activities.
 Political factors: - these factors involve various laws and regulations that are needed
to be followed by the company in order to have proper and systematic functioning.
For avoiding all the hindrances, it is necessary for the company to focus on the
political factors which will help the company to achieve its objectives effectively and
efficiently.
 Economic factors: - economic factors are needed to be considered as the crucial
aspects by the management of cocoa delight. These factors include rate of
employment, rate of interest etc. these factors ensure a proper balance between
internal operations of the company and external environmental aspects of the market.
 Social factors: - in recent times, needs of the customers change in context to the
changing environment. The basic concern on which the company is focussing now is
addressing different needs of the customers. For identifying various needs of the
targeted customers, it is necessary for the company to conduct effective analysis.
 Technological factors: - changing preferences of the customers in the market creates
demand for a new product or innovation in the existing product. This innovation is
brought with the help of new technology. Cocoa delight ensures that a new and
suitable technology is adopted for the manufacturing process. This will not only help
in developing the product but using appropriate technology will also reduce the cost
incurred in the product and increase the profit margin for the company.
6

Political factors These factors include different laws and legislation of
the government which focuses on reduction of waste
from the company and less consumption of energy in
manufacturing process.
Economic factors These factors include profit rate, inflation rate,
increasing rate of unemployment, disposable income etc.
Social factors These factors include change in taste and preferences of
the customers and different variety of chocolates
available in the market.
Technological factors These factors include up gradation in the technology and
expansion of internet retail and customers services and
options.
7

Identify legal and ethical requirements for the organization to address sustainability
issues.
For surviving in the competitive market environment, it is crucial for the company to possess
the entire legal and ethical requirements. The legal and ethical requirement is necessary
because they assist the company in attaining its goals, mission and values. Various analysis
and evaluation of work operations of the company states that, there is a great push on the part
of the government in relation to the sustainability aspects. The main issue in this respect is
environmental issue of waste management and energy conservation. In previous years the
operations of cocoa delight were designed in such a way that customers find it as a
comfortable place for purchasing chocolates. This leads to increase in cost factors in relation
to usage of air conditioners and lights.
For ensuring sustainability, new laws are formed by the company that focuses on the
identification of different measures that fulfil various needs and wants of the targeted
customers taking into consideration usage of electricity.
Issue of import is one of the other issues that the company is facing. According to the
government laws company should focus on the implementation of work operations that assist
in self regulation. For this purpose, company decided to pay more attention towards ensuring
the customers that chocolate products provided to them are of high quality. This helps the
company to deal with the raising competition which focuses on selling chocolates in the
market. Some companies imported chocolates of poor quality in the market it not only affects
customer health but also affect company’s reputation and employment ethics in a great
manner.
For attaining proper and effective prospect of sustainability it is important for the
management of cocoa delight to ensure appropriate and suitable command on all the aspects.
8

Describe the impact of the organizational strategic direction on current marketing
activities.
There are various activities that needs observation and are needed to be carried out in relation
to market factors and aspects. These activities help the company in attaining proper and
suitable command over the work operations which lead to secured and better positions. There
are various strategic objectives that are needed to be taken in consideration by the authorities
of the company. These aspects include: -
 Global market presence: - the company work with the motive of enhancing customer
satisfaction to acquire better position in global market arena. For acquiring good
position in the global market, a company needs to implement good and effective
strategies that supports better and smooth functioning of business.
 Development and growth of stores: -for the development and growth of the stores the
company has to ensure that its manufacturing process should be good and effective
that can support new innovation and creation of products for its customers.
 Expansion and diversification of business: - the company is planning for expanding its
stores in international market, for this purpose company is planning to establish 100
new stores across Australia. This will help the company to acquire secured and better
position in market arena.
9

Analyze current key products or services and major markets for strengths, weaknesses,
opportunities and threats. (Conduct a SWOT analysis)
Strengths of cocoa delight
Best cocoa beans used for manufacturing of chocolates: - the company produces high quality
Australian chocolates. Cocoa delight focuses on increasing the sales of dark chocolates by
providing high quality dark chocolates to the customers which are made by using best and
premium quality cocoa beans.
Creativity and innovation: - innovation and creativity always acts as positive and strong
factors in manufacturing a product. Cocoa delight uses economic manufacturing technology
which is one of the latest and advance technology for its manufacturing process. This enables
the company to attract large number of customers for its products.
Weaknesses of cocoa delight
Competition in market: - there is wide range of variety of chocolates produced by many firms
in the market. Cocoa delight fasces a lot of problem for taking entry into the competitive
market of dark chocolates due to old existing firms.
New company: - company have weak reputation in the market as compared to other brands
that are already existing in the market, moreover it has low marketing budget. Cocoa delight
has low marketing budget as compared to other international brand because it is a new
company which is established in the market.
Low market share: - it is also an important issue faced by the company. Cocoa delight has
low market share as compared to its competitive brands.
Opportunities of cocoa delight
Increasing market share: - cocoa delight have the opportunity to increase its market share like
other competitive brands as many competitors are selling their products in the market with
not so good reputation for employee ethics.
10

Economic downswing: - economic depression in the environment leads to change in the
habits, taste and preferences of the consumers which is an opportunity for cocoa delight to
establish a good reputation in the market.
Threats of cocoa delight
Change in government rules and regulations: - government may change the rules and
regulation on the sales of food products which leads to change in imposed regulation over
imports and exports of food products.
Better promotional strategies of competitors: - the competitors of cocoa delight possess better
promotional strategies for example they promote their product through advertisement on
television, radio, magazines etc. this is also a reason that they occupy a big share in the
market.
Swot chart of cocoa delight
Strengths: - strengths of cocoa delight
includes
 Innovation and creativity in
products.
 Use of best cocoa beans.
Weaknesses: - weaknesses of cocoa
delight includes
 New establishment of company in
market.
 Low market share.
opportunities: -opportunities of cocoa
delight includes
 Increasing market share of the
company.
 Economic depression.
Threats: -threats of cocoa delight
includes
 Attractive promotional strategies
of competitors.
 Change in government rules and
regulations.
11

12