Cocoa Delight: Strategic Planning and Marketing Performance Report

This report provides a comprehensive analysis of Cocoa Delight's marketing plan, focusing on strategic objectives and performance. It begins with an introduction outlining the company's mission, vision, and core values, followed by an examination of legal and ethical considerations in their marketing activities. A detailed situational analysis, including PEST and SWOT analyses, assesses internal and external factors influencing the business. The report evaluates the effectiveness of current and past marketing strategies, highlighting the shift from regional to national supply and the use of social media for advertisement. It then outlines long-term strategic marketing objectives, including creating brand awareness and increasing market share, along with key performance indicators (KPIs). Risk management strategies and potential risks are also addressed. The report concludes with a discussion of critical success factors for future strategic and marketing performance, emphasizing the importance of product quality and effective advertising. Additionally, the report covers important aspects of marketing such as ADMA Direct Marketing Code of Practice, Australian E-commerce Best practice model and other relevant regulations.

STRATEGIC PLANNING 1
Management
Student’s name
Course
University
Date

2
Introduction
This task shall focus on the development of an organizational and marketing objective for cocoa
delight a chocolate manufacturing company in Australia. The task shall address the strategic plan
of the organization to enhance the understanding of the mission, vision and organizational
values. The report shall outline the legal and the ethical issues that has been considered by the
company in its marketing plans and objectives. A situational analysis shall also be conducted to
determine various factors that have an impact on the strategic performance of the
business(Wuehler 1)
Vision of the organization
Cocoa delight seeks to be a world class chocolate manufacturing company that satisfies the needs
of the consumers in the national market through its quality products.
Core values of the organization
 To engage in fair trade practices at both national and international level.
 Production of high quality products to achieve sustainability.
 Use of creativity and innovation for improved production.
 Meeting the needs of the consumers in production.
1 Wuehler, Sara E., Sonja Y. Hess and Kenneth H. Brown, "Situational Analysis Of Infant
And Young Child Nutrition Activities In The Sahel - Executive Summary" (2011)
7 Maternal & Child Nutrition

3
Mission of the organization
 The company aims to enhance continuous improvement in the quality of
production.
 The company purposes to be the leading chocolate industry in Australia.
 The organization seeks to engage in a fair trade with both the locals and the
international suppliers.
The strategic target of the company.
 Becoming a market leader after three years through increasing the market share.
 Enhancing brand recognition in the market through various forms of advertisements.
 Creating the health awareness regarding the benefits of dark chocolate.
 Providing chocolate of good quality.
Legal and ethical requirements
 Cocoa Delight adheres to the environmental law that demands an appropriate waste
management which prevents the pollution of the environment. The company provides the
consumers with quality products as per the ethical requirements.
 The company does not discriminate the consumers on the basis of price for the products
but rather avail the goods at affordable prices to the consumers.

4
The current marketing activities of the organization and its impact on the strategic
direction of the organization
 Cocoa Delight has shifted its focus from regional to national supply of its products. This
enhances profit maximization by the company which in return leads to rapid growth and
development of the company.
 The company uses various forms of advertisement such as newspapers, televisions and
billboards that creates an awareness to the consumers regarding the existence of the
product which initiates purchases from their end.
Stake holders to be consulted regarding the strategic direction.
The board of the directors play a crucial role as far the strategic direction of the company
is concerned hence they should be involved in the strategic direction of the company.

5
Situational analysis
The situational analysis shall involve PEST analysis and SWOT analysis. The PEST analysis
shall ascertain the external factors that have an impact to the organization. On the other hand, the
SWOT analysis shall analyze the internal factors that have an impact on the business(Slater 2).
SWOT ANALYIS
Strength
 Cocoa delight focuses on the satisfaction of the customers.
 Engages in the production of chocolate of European quality
 Production of dark chocolate with health benefits.
 The chocolate produced meets specific dietary requirements.
 The company has an easy accessibility to the customers.
 The company sells its products at lower price an aspect that enhances the attraction of the
customers.
Weakness
 The company does not have an online system for marketing its products.
 The company has only few outlets as compared to the competitors hence limited market
share for its products
2 Slater, Stanley F., G. Tomas M. Hult and Eric M. Olson, "Factors Influencing The Relative
Importance Of Marketing Strategy Creativity And Marketing Strategy Implementation
Effectiveness" (2010) 39(4) Industrial Marketing Management

6
Opportunities
 The incorporation of e-commerce shall increase the customer base for the organizational
products.
 The organization should do their best to develop more loyal customers
 The company should strive to meet the demands in the market that have not been
addressed by other existing firms.
Threats
Various international brands with a huge market budget.
Limited advertising campaign.
Inflation resulting to low purchasing power from the consumers.
PEST ANALYIS
Political factors
Government legislations set to enhance waste control and levying heavy penalties for
those who violate them.
Economic factors
There has been a reduction in the dispensable income for the company due to increased
interest rates.
Social factors
Cocoa Delight shall maximize on the social trends in the market in relation with the
behavior of the consumers in the consumption of various categories of dark chocolate.
Technological factors

7
The technological development have expanded and most of the retailers are taking
advantage of the technology in marketing.
PART B
Summary of the marketing performance
Effectiveness of the previous marketing strategy
The organization used show and exhibitions in major events to create an awareness of the
products to the consumers due to a series of events in the country but still it did not work
appropriately(Pallister 3) .The use of posters never brought a lot of influence to the
business.
Effectiveness of the current marketing strategy.
The company currently uses the social media such as Facebook and twitter in
advertisement which is more effective as compared to other means and this has enhanced
the success of the company.
The current positioning strategies used by the company
Suitable location
The company must located at a suitable place to enhance easy accessibility by the target
consumers an aspect that increases the sales of the organization.
Effective advertisement.
3 Pallister, John, "Customer Relationship Marketing" (2012) 9(2) Journal of Database
Marketing & Customer Strategy Management

8
The company has effective advertisement strategies which enhances the familiarity of its
products by the consumers.
Lessons Learnt when developing future marketing strategies and objectives.
The quality of the products is very important for the success of the products in the market hence
the marketing strategy should be focused on the quality of products needed by the consumers in a
given market segment.
SWOT analysis for the current key products and services.
Strengths.
Low production cost hence efficient price for the products.
Quality products in the market.
Weaknesses
Lack of competent work force
Minimal space for future expansion.
Opportunities
Availability of ready market
Threat
Stiff competition from similar well established enterprises.
Critical success factors for future strategic and marketing performance

9
Effective advertisement through television
Maintaining high professional and moral standards of conduct.
Quality cocoa beans at fair
Part 3- long term strategic marketing objectives and KPI’s
Long term objectives
To create brand awareness
To increase the market share of Cocoa delight by 18% in every capital city in Australia.
Key Performance indicators
The markets that have been established will allocate 20% of the budget used in advertisement
crucial for brand awareness.
The 30% of sales in chocolate shall indicate that the new markets have been explored by the
business organization.
The breakeven target of $3million should be achieved to realize 18% of the market share.
Part 4-Risk management strategy

10
Strategies and contingencies to ensure the marketing objectives are met
Risk diversification
The company has diversified its investments in various economic sectors hence spreading the
risk.
Risk transfer
The company has insured itself to effect compensation once it suffers the risk insured against.
Risk avoidance
The company avoids some ventures that may pose the business high risk.
Significant risk in achieving the long term goals
Risk of fear of loss
The company works hard to ensure it achieves its objectives especially meeting the profit targets.
Risk of business failure
The company may fear to fail in operations hence strive to succeed amidst competitive
enterprises.
Assessment 3- Questions and Answers

11
Situation analysis
This refers to the internal and external analysis of the market to ascertain various factors that
have an impact to the business to enhance the formulation of effective strategies to succeed.
Purpose
To ascertain appropriate strategies to be used by the organization to succeed amidst the internal
and external factors that may hinder the performance of the business.
Details of situational analysis
It entails the following:
The PESTEL analysis which examines the external factors that influence the business operations.
The SWOT analysis that examines the internal factors that have an impact to the business
operations.
Strategy/tactics
This refers to the action plan that is usually pursued to achieve a specific objective in the
organization(Ogbonna 4).
Value
This refers to the degree of importance the customer and the marketer has for the business.
4 Ogbonna, E., "Initiating Strategic Planning" (2016) 22(5) Strategic Direction

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ADMA Direct Marketing Code of Practice
This outlines the standards of conduct by the marketers to minimize the risk of breaching the
terms and conditions of trade.
Australian E-commerce Best practice model
This sets specific standards for the consumers’ protection measures in e-commerce to prevent the
discrimination in trade.
Australian Government Policy Framework for consumer protection in Electronic
Commerce
This is a body that protects the consumers against the marketers who may utilize in their
marketing campaigns misleading them. This body ensures that the products that are sold to the
consumers are of good quality.
Free TV Australia Commercial Television Industry Code of Practice.
Is the code of practice that regulates the adult content and various programs that are not suitable
for children It outlines a clear procedure on the times to display certain advertisements in the
television.
Copy right
This refers to the rights that the authors have for their literary works.