Organizational Marketing Objectives for Haigh Chocolates Analysis

This report analyzes the marketing objectives and strategies of Haigh Chocolates, a popular chocolate brand in Melbourne. It begins with an overview of the company's mission, vision, values, and strategic directions, including its target markets and marketing approach. The report then conducts a situational analysis, considering political, economic, social, and technological factors impacting the business. It explores legal and ethical requirements related to sustainability and food safety, along with the impact of organizational strategic direction on current marketing activities. A SWOT analysis is performed to evaluate the company's strengths, weaknesses, opportunities, and threats. Finally, the report assesses the effectiveness of Haigh Chocolates' marketing efforts, including critical success factors, areas for improvement, and conclusions based on the analysis. The report references various books, journals, and online resources to support its findings.

Develop Organizational Marketing Objectives
Develop Organizational
Marketing Objectives
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Contents
INTRODUCTION...........................................................................................................................1
Mission, vision, values and purpose of Haigh Chocolates..........................................................1
Strategic directions and targets of Haigh Chocolates.................................................................1
Situational analyses of company.................................................................................................1
Legal and ethical requirements for business to address sustainability issues.............................3
The impact of organisational strategic direction on current marketing activities.......................4
Key products or services and major markets for SWOT Analysis (Strengths, Weaknesses,
Opportunities and Threats)..........................................................................................................4
Evaluation of effectiveness of marketing undertaking................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
..........................................................................................................................................................5
REFERENCES................................................................................................................................7

Develop Organizational Marketing Objectives
INTRODUCTION
It is very essential for the organisation to develop organisational marketing objectives as
it helps the company to achieve its goals. Present study is based on the company Haigh
Chocolates that is a popular brand in Melbourne and it is having around 8 stores in Melbourne.
Report will include Situational analyses of company that further will consider different Legal
and ethical requirements for business to address sustainability issues. Report will also identify
the impact of organisational strategic direction on current marketing activities. Further report
will include key products or services and major markets for strengths, weaknesses, opportunities
and threats. At the end report will evaluate effectiveness of marketing.
Mission, vision, values and purpose of Haigh Chocolates
Mission:- To ensure customers have good quality experience and orders are timely delivered
Vision:- To deliver world class chocolate experience for the customers every time
Values:-
 To have safe and positive work environment
 Having pride in the services and products provided to the customers
Purpose:- To provide chocolates with the best ingredients and artisan skills with specialised
techniques in making the chocolates(Haigh chocolates, 2019).
Strategic directions and targets of Haigh Chocolates
Strategic direction:-
Haigh Chocolates is using aggressive marketing strategy and is targeting customers of all age
groups. Company is working to have quality of products with the help of effective technology,
quality equipment and competent human resource.
Targets:-
Company is targeting customers of all age groups and mostly they target young couples for
consumption and gifts. Not only this company is also targeting corporates for product
assortments.
Situational analyses of company
Haigh Chocolates is the popular brand in Melbourne; it has around 8 stores in Melbourne.

Develop Organizational Marketing Objectives
Political factor
Changes in government parties influence operations are Haigh Chocolates. If government
of nation makes stringent restriction, then entity may fail to hire skilled workers which may
affect its operations badly. Furthermore, increase in value added tax rate has affected price of
chocolates hence profit of company get reduced.
Economic factor
If there is economic downturn then it would badly affect expansion planning of Haigh
Chocolates. In such condition purchasing capacity of buyers get affected which ultimately affect
sales volume of business unit.
Social factor
Taste, culture, lifestyle are major social factor which influence choice of people. Haigh
Chocolates takes care of taste of consumers and offer them best quality chocolates which satisfy
them hence profitability of the firm gets increased. On other hand if entity fails to focus on
culture of different people then it may lose its consumers. As there are many nutritionists’ people
those who don’t consumer chocolates and candies because it increases their fat hence sales of the
firm get badly affected.

Develop Organizational Marketing Objectives
Technological factor
Use of advance technology has raised production capacity of Haigh Chocolates. It has
improved packing process as well which has minimized wastage in the firm. Pathogen testing
equipment’s are helpful in improving productivity in the firm.
Legal and ethical requirements for business to address sustainability issues
It is essential for Haigh Chocolates that to ensure food safety aspects. It must follow
guidelines of HACCP and have to manage its production accordingly. This may help in
minimizing issue of food safety. There is required to comply products according to general food
law. Haigh Chocolates has make changes in its supply chain in order to produce sustainable
coca. Firm has to ensure complying with social charter so that it can fulfil its social
responsibilities.
Furthermore, it is required that Haigh Chocolates makes effective communication with
consumers and employees both. Workers must have all the detail related to products and prices
of items. This thing will make employees able to provide clear details to consumers and
satisfying their needs. There is requirement to follow labour law and firm needs to create such
atmosphere where rights of employees get protected.
Haigh Chocolates needs to fulfil its corporate responsibilities by organizing activities of
social welfare. It must invest some amount for development of poor people and their education.
Furthermore, it should ensure that production of chocolates do not harm environment. Hence,
production of coca must be done by considering the environmental protection. For example,
Dairy Milk is engaging in social activities and it has become the first firm which produces Fair
trade chocolate bar. Haigh Chocolates focus on improving working conditions of farmers and
continuously work for community developments. Hence, Haigh Chocolates also needs to follow
these ethical requirements so that it can raise its brand image and can work effectively in order to
fulfil its social responsibility.

Develop Organizational Marketing Objectives
The impact of organisational strategic direction on current marketing activities
Haigh Chocolates is following different marketing activities with respect to the strategies
of the business. Organisation generally uses an aggressive marketing strategy that is having great
effect on the business productivity. Effects of aggressive marketing strategies are as follows:
 Taking risk- Haigh Chocolates is taking risk by having innovation in the product and
taking it to the market so that customers are satisfied with product.
 Marketing campaigns- Haigh Chocolates is conducting different marketing campaigns
and attracting the customers by having its major focus over the product and services.
 Avoid complacency- Organisation is brining change and adapting the new environment
by not ignoring the new threats and working on them so that they are able to compete in
market.
Haigh Chocolates is conducting different market campaigns and it is helping the organisation as
it is resulting to increase in sale as more and more customers are attracted towards the products.
By conducting different promotional activities, organisation is able to enhance their brand image
and overall production of the company rises. Company is researching for the attractive
advertising campaigns in order to match with the competitors and sales of the business rises.
Key products or services and major markets for SWOT Analysis (Strengths, Weaknesses,
Opportunities and Threats)
Every organisation is having different resources that helps Haigh Chocolates to meet is
goals. Company is having financial stability because the organisation is able to meets its various
objectives. It is very essential to analyse the internal and external factors of the organisation so
that respective changes can be brought in order to meets its objectives.
Strength
 Products are having good quality and meeting the standards that organisation have set.
 The customers of Haigh Chocolates are satisfied with the taste and standard of the
products.
 The organisation is having high value chain and products are available to the customers at
a reasonable rate with good quality.

Develop Organizational Marketing Objectives
Weaknesses
 Haigh Chocolates is lacking behind with respect to brand image as company is not able to
compete in market with the top brands.
 As competitors are high, it is tough for the organisation to have good market share. As a
result Haigh Chocolates is having low market share.
 In Haigh Chocolates backward integration is seen and it is becoming tough for the
company to meet the level of its competitors as they are having huge market share.
Opportunities
 If organisation is selling its existing product in the existing market by having innovation
in the same product, it may bring good opportunity for the firm.
 There is requirement of brand awareness as it can help the customers to know the
products sold by Haigh Chocolates and this may result in huge market share for the firm.
Threats
 As international competitors are entering to the market, it may become threat for the
growth of Haigh Chocolates.
 There are different changes coming in macro factors that may affect the competitiveness
of the organisation.
 Online stores are providing the same products at cheap rates, so it may be difficult for
Haigh Chocolates to sale its product in market.
Evaluation of effectiveness of marketing undertaking
Marketing is helping the business and is impacting the sales finally results in increase in
market share of Haigh Chocolates. In order to attract the potential customers, organisation have
to develop the product with respect to marketing and company also can give discounts to its
customers so that they are attracted to have the products that Haigh Chocolates is providing in
market.
Achievement of objectives: With these marketing strategies, organisation is able to achieve the
respective sales and rise in profitability of the business.
Critical success factors: The critical success factors for Haigh Chocolates is that the organisation
is able to sell its products with high efficiency and the customer base of the products get
enhanced with the help of effective marketing strategies.

Develop Organizational Marketing Objectives
Area of improvement: Organisation has to work on different market campaigns as competition is
high and for the same, they have to start selling their respective products online and start
introducing loyalty cards for customers.
CONCLUSION
From the above study it is been concluded that there are different Political factor,
Economic factor, Social factor and Technological factors that identifies situations that
organisation is facing. Report further concludes that there are different legal and ethical
requirements for business in order to address sustainability issues. Further report concludes that
there is impact of organisational strategic direction on current marketing activities and the effect
of aggressive marketing strategies is Taking risk, Marketing campaigns, Avoid complacency,
Key products or services. There are major markets for strengths, weaknesses, opportunities and
threats. Report concludes that effectiveness of marketing can be there with achievement of
objectives, with the help of critical success factors and analysing different areas of improvement.

Develop Organizational Marketing Objectives
REFERENCES
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Lloret, A., 2016. Modeling corporate sustainability strategy. Journal of Business Research.
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Mogaji, E., 2016. Marketing strategies of United Kingdom universities during clearing and
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Perera, R., 2017. The PESTLE analysis. Nerdynaut.
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Influencing Green Production Adoption by Small and Medium Enterprises (SMEs) in
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Shi, X., 2016. The future of ASEAN energy mix: A SWOT analysis. Renewable and sustainable
energy reviews. 53. pp.672-680.
Online
PEST analysis. 2019. [Online]. Available. Through<https://www.google.com/search?
q=PEST+analysis&oq=pest+an&aqs=chrome.0.69i59j69i57j0l4.1877j0j7&sourceid=chrome&ie
=UTF-8>
Haigh chocolates. 2019. [Online]. Available.
Through<https://www.haighschocolates.com.au/about-us/haighs-today/>