MGT302A Strategic Management: Haigh's Chocolate Strategy Proposal

This document outlines a strategic proposal for Haigh's Chocolate, a premium chocolate confectionery. It begins with a vision statement focused on delivering a world-class experience. The proposal details the company's goals and objectives, emphasizing quality and market leadership. It analyzes Haigh's current situation, its historical success factors, and available opportunities such as differentiating brand loyalty and improving proficiency. The document recommends expanding the brand, broadening the product range, developing new cooking technologies, and expanding store locations. The expected results include increased revenue, more customers, and increased sales. The proposal concludes by emphasizing the importance of strategy management and executing the recommendations for enhanced production and customer service.

HAIGH’S CHOCOLATE
STRATEGY PROPOSAL
PREMIUM CHOCOLATE CONFECTIONARY.

VISION STATEMENT
 To achieve a company’s objective, it requires
a vision.
 To attain an institutes vision, developing a
strategy plan is crucial.
 A strategic plan helps provide a progressive
organization report.
 The company's mission forms basis for the
vision.
Haigh’s chocolate vision statement:
 Delivering a world class experience at all
times.

Goal and Objective
 Goals and objectives steer a company or institution
towards its vision.
 Lack of goals and objectives leads to slow development
of a firm.
 An organization's goals are the precise, quantifiable
results of the strategic plan.
Haigh’s Chocolate Goal:
 Becoming a prosperous top quality chocolate
confectionery supplier.
Objective:
 Ensuring that customers experience a quality chocolate.

Today’s Situation
 Haigh’s is the current supplier of premium chocolate in
Australia.
 The company is run by the Haigh’s family and thus helps
maintain the company’s tradition.
 The firm focuses mainly on competence for maximum
production.
 The company conducts rigorous quality control.
 The business has adapted new technologies like chocolate
molds to help develop the product quality.

How Did We Get Here?
 Haigh’s company is a family run business thus, is easy
to maintain the company’s tradition “bean to bar”.
 The company has ensured a steady management all
through. This has certified effective control in all
business sectors in the company.
 The employees as well as the administration have
guaranteed operational competence and reliability.

Available Opportunities
 Differentiating the brand loyalty and product
quality.
 Creating brand awareness to be competitive in the
market.
 Improving the company’s proficiency.
 Strengthening the association with Haigh’s
distributors.
 Cross training of employees to intensify labor
competence.
 Adapting new food technology approaches in the
food industry.
 Increasing the company’s client range both localy
and internationally.

Recommendations and Results
Recommendations:
 Expanding the brand and broadening the selected
target market.
 Executing a more comprehensive product range.
 Developing new cooking technology e.g.
introducing tempering machines, chocolate kits and
chocolate molds.
 Expand store locations and introduce new
customers.
Results:
-Increased revenue.
 -More customers.
 -Increased sales and customer interests.

Conclusion
 Strategy management is very core in any business.
 The plan enables an organization to keep a record of its
performances within a specific period.
 The plan also helps a company accomplishing its objectives.
With the evaluation results, the company can view the areas
that require attention and make recommendations
 Let us all aim at ensuring the recommendations are
executed for more production of premium chocolate and
good customer service.
HAIGH’S CHOCOLATE YOUR SWEET TOOTH
SOLUTION.
HAIGH’S CHOCOLATE YOUR SWEET
TOOTH SOLUTION