University Management Report: Haigh's Chocolates Business Analysis

This report provides a comprehensive analysis of Haigh's Chocolates' management strategies and business operations. It begins by outlining the company's mission, vision, purpose, and values, followed by an examination of its strategic directions and targets. A PEST analysis assesses the external factors influencing the organization, while a SWOT analysis evaluates its strengths, weaknesses, opportunities, and threats. The report explores legal and ethical requirements, the impact of strategic direction, and the effectiveness of past marketing efforts. It also includes a cost-benefit analysis of a potential joint venture with Cocoa Delights, a risk analysis, and an assessment of marketing objectives. The report concludes with a discussion of critical success factors, areas for improvement, and lessons learned, providing a thorough overview of the company's current state and future prospects. References and a bibliography are also included.

Running head: MANAGEMENT
Organizations and Leadership
Name of the student
Name of the university
Author Note:

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Table of Contents
Task 1.........................................................................................................................................4
Mission, Vision, Purpose and Values of the Organization....................................................4
Strategic Directions and Targets for the Organization...........................................................4
PEST Analysis of the organization........................................................................................5
Legal and Ethical Requirements............................................................................................6
Impact of Organizational Strategic Direction........................................................................6
Current Key Products.............................................................................................................6
Major Markets for SWOT......................................................................................................6
Effectiveness of Previous Marketing Undertakings...............................................................7
Performance against established objectives...........................................................................7
Critical Success Factors.........................................................................................................7
Areas for Improvement and lessons learnt.............................................................................7
Task 2.........................................................................................................................................8
Cost and Benefit.....................................................................................................................8
PEST Analysis.......................................................................................................................8
Risk Analysis.........................................................................................................................9
Alignment of business opportunity with organizational goals.............................................10
Impact of existing business opportunity..............................................................................11
Task 3.......................................................................................................................................11
Part A: Report on the Marketing Objective.........................................................................11

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Objectives.............................................................................................................................11
Assessment of the Key Performance Index.........................................................................12
Attainment of Business Objectives......................................................................................12
Compatible Objectives.........................................................................................................12
Measuring Consistency of the Objective.............................................................................13
Legal and Ethical Requirements..........................................................................................13
Part B: Long Term Strategic Objectives..............................................................................13
Risk Management Strategy..................................................................................................13
References and Bibliography...................................................................................................15

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Task 1
Mission, Vision, Purpose and Values of the Organization
Haigh’s Chocolates has been one of the most influential brands of chocolate in
Melbourne. Being one of the most influential brands of chocolate in Melbourne, the company
offers a number of different high quality dark chocolate and related products to the
customers. The most important unique feature of the company products is that all the
chocolate products are homemade. The company is one of the leading chocolate brands of
Australia and has a wide reputation in the country. The vision of the management of the
organization has been to become a major brand of Australia and gain national recognition.
The mission of the enterprise is to develop a number of different types of unique handmade
chocolate and provide them to the customers. The presence of the business organization
across the nation supports the purpose of the company to build a strong brand of trust and
loyalty among the customers of the business and act responsibly.
Strategic Directions and Targets for the Organization
The uniqueness of the organization comes from the fact that the organization conducts
its operations in one of the most unconventional manner that helps them to gain recognition
and major market share in the business. The presence of a unique and exclusive business
structure and aim to transform into one of the most quality chocolate brands of the country.
As said by the chairman of the board of directors of Haigh’s Chocolates, the innovative and
creative vision of the management is something that provides them an additional strength to
the organization. The strategy of the organization to gradually engage in growth and
development and expand is something which is worth mentioning.

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PEST Analysis of the organization
The external factors of the organization can help the management to influence the
internal functionality of the company in a proper and effective manner. The PEST Analysis
of the organization is as follows;
a. Political Analysis- The political stability of the country is one of the major advantages
for Haigh’s Chocolates. The management of Haigh’s chocolate has identified that the
implementation of a strong regulatory framework for the organization is essential for
the management to gain consistency. The major concentration of the Government of
Australia is towards sustainability. According to, Ahmad, Floris & Atzori, (2016) the
management of the company has planned to implement some serious steps in order to
deliver sustainable business operations which can also help to enhance the CSR
activities.
b. Economic Analysis- Running the business in a proper and cost effective manner is
one of the major aims of the organization (Bliss, 2017). A stable economy and the
presence of a sound business market for the company is a boon for the management.
c. Social Analysis- Society is one of the most important consideration for Haigh’s
Chocolates. The society serves as the external stakeholder of the business. Thus the
company always tries to maintain a stable relationship with the stakeholders.
d. Technological Analysis- Technology is one of the major factors in the determination
of business success (Boso, Debrah & Amankwah-Amoah, 2018). The company has
been facing some issues in implementing online sales activities which they need to
clear out fast given the increase in the activity of the business.

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Legal and Ethical Requirements
It is extremely important to run the business in an ethical manner. Running the
business in an ethical manner helps the company to garner the support from the customers
and strengthen their public image. The induction of the business ethics helps the management
to interact with all the employees and also interact with the shareholders of the business.
Apart from this the selection of some environment friendly techniques for business operations
and implementing them can further help them to complete their CSR activities.
Impact of Organizational Strategic Direction
The strategy of the business firm to turn into a national level brand within the coming
five years can help the management to ensure the delivery of unique services to a large
number of loyal as well as potential customers across the country. The projected increase in
the rate of gross profit can also help the management of the organization to plan for a better
and sustainable future in the highly competitive market for chocolates in Australia.
Current Key Products
The major products that are currently promoted and marketed by the management of
the business organization includes the likes of the dark chocolate. The uniqueness of the
products comes from the fact that the products are handmade from high quality cocoa. Apart
from dark chocolate, the company also specializes in the production of hot chocolate drinks.
Major Markets for SWOT
Strengths Opportunities
 Strong brand presence in Australia
 Range of multiple handmade dark
chocolate products
 Innovation and business
 Demand for high graded chocolate
in Australia
 Use of online marketing activities
 Growth and business development

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sustainability across the country
Weaknesses Threats
 Problems in online marketing and
promotion
 Absence of a cost effective business
strategy
 Absence of awareness among the
customers
 Great rate of interest is a constant
threat
 Preference for imported chocolates
 Growth in unemployment rate
Effectiveness of Previous Marketing Undertakings
Performance against established objectives
Following the lines of major innovation process has helped the management to
address innovation and creativity in the most efficient manner. The digital business activities
and marketing and promotion through digital ways can enhance profitability.
Critical Success Factors
The previous aim of achieving 63% profit was a failure as the growth rate was only
46%. The management has to implement simplified PR activities to gain success in the
future.
Areas for Improvement and lessons learnt
Haigh’s Chocolate faces different issues in managing business related activities
especially when addressing the management in a proper manner is the inclusion of an
effective leadership. The barriers that the management faces must be handled in a proper
manner to ensure business success and gain recognition.

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Task 2
Cost and Benefit
The analysis of the risk as well as the benefits of the business organization is one of
the most important necessities of the management of the organization. The aim of the
chairman to make the brand’s presence felt in each and every city of Australia and open more
than 100 stores nationally can be fulfilled through a proper risk and cost analysis. The vision
can be best fulfilled from a different strategic planning given the low amount of resources
and infrastructure of Haigh’s Chocolates. A collaboration with Cocoa Delights and forming a
new joint venture can be one of the best options to expand its presence across Australia. Such
a collaboration can help the management to gain an upper hand in the market as Haigh’s will
instantly gain a large number of customers of Cocoa Delights.
The creation of such a joint venture can also be beneficial for the company in some
other ways. At the very beginning the company can enhance a reduction in the cost of the
advertisement and promotional campaigns. The reputation of Cocoa Delights as a brand can
be well utilized by Haigh’s in its favour. Such a development can also help the company to
present the chocolates in a much cheaper rate. On the other hand Cocoa Delights can also
restrict the ability of Haigh’s to increase the statistics of the disposable income of the
business in the background of a constant increase in the interest rate.
PEST Analysis
The PEST Analysis of Haigh’s Chocolate is as follows;
a. Political Analysis- The political stability of the country is one of the major
advantages for Haigh’s Chocolates. The management of Haigh’s chocolate has
identified that the implementation of a strong regulatory framework for the
organization is essential for the management to gain consistency. The major

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concentration of the Government of Australia is towards sustainability. The
management of the company has planned to implement some serious steps in order to
deliver sustainable business operations which can also help to enhance the CSR
activities. Apart from this the stress of the government towards management of waste
and the introduction of the National energy retail law has been one of the most
important element of the business.
b. Economic Analysis- Running the business in a proper and cost effective manner is
one of the major aims of the organization. A stable economy and the presence of a
sound business market for the company is a boon for the management. However, the
increasing rate of unemployment and he inflation rate of 2% in Australia is not a good
sign for the business.
c. Social Analysis- Society is one of the most important consideration for Haigh’s
Chocolates. The society serves as the external stakeholder of the business. Thus the
company always tries to maintain a stable relationship with the stakeholders.
However, the increasing demand for consumption of healthy chocolate and the growth
I the strictness of the business laws have made it quite difficult for the organization to
comply with all the laws.
d. Technological Analysis- Technology is one of the major factors in the determination
of business success. The company has been facing some issues in implementing
online sales activities which they need to clear out fast given the increase in the
activity of the business. The company needs to adapt to modern technological
practices in order to ensure the presence of a competitive nature.
Risk Analysis
Risk Analysis is another major task that must be carried out by the management of the
business to ensure business success. The analysis of the business risks is very much needed in

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order to explore the possible challenges on the undertaking of different kinds of business
operations. The conduction of a proper risk analysis can impart the capability to the
management of the organization to formulate and apply a number of proactive strategies that
are required to overcome the business challenges. The most important benefit for the
conduction of risk analysis is that it can help the management of the business organization to
gain a fundamental vision and mission in the most cost effective manner. The joint venture
effort of the management of the business organization and the growth in the business
opportunities can help them to provide a healthy reward system for the employees. However,
it is important for the legal departments of both the organizations to scrutinize each and every
business regulations and laws of each other before finalizing the deal and making some
common amendments. The common laws must strengthen the weak areas of each of the
companies so that each of the companies are able to gain a profitable return at the end of the
financial year.
Alignment of business opportunity with organizational goals
Haigh’s Chocolate is one of the most successful brand of Chocolates in Australia and
the unique handmade chocolate makes their business much more profitable in nature. The
company is highly dedicated and committed towards the betterment of their customers and
plans to establish their presence felt across all major cities of Australia within the next 5
years. The business expansion program of the management can be achieved in the best
manner with the help of the joint venture. The expansion through joint venture can be
profitable in the long term. The company can also implement a franchisee strategy in areas
where Cocoa Delights has no operations. The use of Franchisee strategy can be a preliminary
stage of expansion.

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Impact of existing business opportunity
The promotion of the business can lead to huge success and can enhance the
development of the organization. The joint venture strategy of the organization with that of
Cocoa Delight is certainly one of the best way to promote the business in a proper way. The
joint venture can also help the organization to strengthen the financial business condition.
The strengthening of the business can also result in the increase in the sales statistics. The use
of different such strategies can thus be said to be one of the major areas that helps to achieve
the aims and objectives of the organization.
Task 3
Part A: Report on the Marketing Objective
Objectives
Haigh’s Chocolates is trying to achieve a national level presence by establishing
themselves in all the large cities of Australia. The five years growth plan of the organization
is in line with the development of the business and the establishment of new stores. The
growth and development of the business organization in view of future expansion is the best
way to reach out to a large number of customers across Australia. The growth and business
development can also help the management of the business organization to make the people
aware of the business objectives and also aware of the uniqueness of their brand. The joint
venture with Cocoa Delights and offering franchisee opportunities in some cities can act as a
boost for the organization to ensure business strategy and develop the business in the most
efficient manner. The use of the social media presence of Cocoa Delights can further help the
management to gain business success and profitability. The chairman of the business

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organization has a belief that the management of the company has set out quality as one of
the major business benchmarks. Quality being the benchmark of the total process can ensure
business success. Haigh’s chocolates can ensure the presence of the brand across Australia.
Assessment of the Key Performance Index
The Key Performance Index of the organization depends on the measurement of the
business performance through a number of different parameters. The rating of the sales and
the measurement of the sales after the initiation of the joint venture must be carried out
accordingly. The brand awareness of the organization after the implementation of the strategy
can be carried out through the performance of a number of surveys and through the data from
the feedbacks of the customers.
Attainment of Business Objectives
The only possible way to attain competitive advantage in the highly competitive
modern day market is the accomplishment of all the objectives and aims of the business
enterprise. The attainment of business objective can be gained through the new joint venture
of the organization. It is important for the management of the business to create a wide range
of products that can further enhance the business scope and also the profitability. The more
the scope, the more will be chance of the business to gain recognition across the country. The
use of the marketing strategies of Cocoa Delights can further help Haigh’s Chocolate to
enhance success.
Compatible Objectives
There has been a rise in the market pressure in last few years. Australia as a growing
market for chocolates and especially handmade ones have transformed into a matured market
where it is quite hard to gain success. In the backdrop of the challenges ahead, the only
possible way for ensuring growth and business sustainability remains with the strategy to