University Assignment: Marketing Objectives for Cocoa Delights Company

This report offers a comprehensive analysis of Cocoa Delights' marketing objectives. It begins with an executive summary and table of contents, followed by an examination of the company's vision, mission, goals, values, and targets. The report includes SWOT and PEST analyses to assess the company's internal strengths and weaknesses, and external opportunities and threats. It also reviews the company's marketing activities, including its use of media and communication modes, and evaluates its performance against its strategic objectives, such as market share growth and brand recognition. The report identifies critical success factors for Cocoa Delights and suggests improvements in marketing and leadership to enhance brand awareness and increase sales. It also discusses the impact of external factors, such as government regulations and consumer trends, on the company's marketing strategies.

Running head: MARKETING OBJECTIVES
Develop Organizational Marketing Objectives
Name of the student:
Name of the university:
Author note:

1MARKETING OBJECTIVES
Executive summary
The report has many elements of a contemporary business. However, it is specifically aimed at
understanding management and marketing concepts. It does so with the help of three different
case studies on “Cocoa Delights”. These case studies cover different discussion and hence, help
the learner to be acquainted with a wide range of management and marketing concepts.

2MARKETING OBJECTIVES
Table of Contents
Assessment Task 1:..........................................................................................................................3
Assessment Task 2:........................................................................................................................12
Assessment Task 3:........................................................................................................................16
References......................................................................................................................................23

3MARKETING OBJECTIVES
Assessment Task 1:
Review
Cocoa that is known to have started its business in the year 2000 is one of the youngest
chocolate manufacturers in the industry. They create or develop their workforce with talented
chocolatiers being picked up from different reputed schools of confectionery. Their thirstiness to
be creative and innovative encourage them to go to this limit of talent hunt. The company
receives ten different types of high qualities Cocoa from various parts of the world. It then
processes these Cocoa to produce a large range of dark chocolates. These chocolates are tailored
to meet the dietary requirements of products (Cocoa Delight 2018).
Organizational Vision
The vision could be summarized as follows (Cocoa Delight 2018):
“Putting extreme efforts on to become the leading chocolate manufacturer in Australia
and to produce a large array of chocolates, so that, the need of under met in the national market
is Fulfilled”
Organizational Mission/ Goals
 Encourage continuous improvement across the organization
 Becoming the quality leader with a range of dark chocolates in the confectionery
industry
 Encourage fair work practices with international and domestic suppliers
 Sustainable practice
 A continuous attempt to reducing the organization's carbon footprint

4MARKETING OBJECTIVES
The purpose
The company aims to follow a daring and unconventional business style. Creativity and
innovation can be classed as one of their strengths, which has been helping the company to
succeed. With stakeholders, they are stewardship. They adhere to moral and professional
standards of conduct in every action that they make. They motivate employees to become self-
directed teams.
Organizational Values
They give utter respect to fair trade practices at both domestic and international level.
They value high-quality works and sustainability. They believe in running a customer-oriented
management. They desire to have people as experts who are ambitious for innovation and
creativity. They are a constant opportunity seeker for growth and expansion.
Targets
 To boost market share to become the market leader in the next three years
 To popularize brand recognition by conducting marketing communication
 To let people know about the health benefits of consuming dark chocolate
 To maintain and sustain the European quality of chocolates
 To achieve a double-digit growth rate calculated every year
Situation Analysis
This section covers a situation analysis of “Cocoa Delights” in two ways such as SWOT and
PEST analysis.
SWOT Analysis

5MARKETING OBJECTIVES
Strengths  Creativity and innovation
 Sustainable practices
 Customer oriented business practices
 Chocolates of European quality
 Dark chocolate of variety of kinds
 Able to meet the specific dietary requirements of foods
 Healthy aspects of dark chocolate
 Low prices
 Easily accessible to customers
Weakness  Brand awareness
 Lower budgets for marketing
 A very limited online presence
 Unawareness in customers with health benefits of dark
chocolates
 Areas such as regional and countryside are yet covered by the
company
 The customer base has a very limited male and child population
 It may be due to a less number of outlets as compared to its
competitors
Opportunities  There are some in-demand dietary requirements that are yet to
be met
 Social media such as in the form of a Facebook page can boost
the customer base

6MARKETING OBJECTIVES
 A more spending on marketing
 Increase the number of referrals and loyal customers
 Promote a culture to encourage Australian based facts
Threats  International brands that possess a huge market budget capacity
as compared to “Cocoa”
 Market recession
 Advertising campaigns are not so encouraging
 Brands that possess a wider recognition as the Green and Black
Table 1: SWOT analysis
(Source: Cocoa Delight 2018)
PEST Analysis
Political
 The government is currently working
on legislation to monitor and reduce
the waste
 They are emphasizing on to use the
renewable form of energy instead of
existing non-renewable energy
resources
 Penalties will be imposed on for a
non-compliance with these legislations
Economic
 The rising interest rates have impacted
its disposable income
 The shortfall should expectedly be
recovered in long-term
 It is expected that wages will outdo
inflation rates by an approximate 2%
 Unemployment rates are expected to
climb steadily

7MARKETING OBJECTIVES
Social
 Consumers are increasingly becoming
conscious with a range of dark
chocolates
 This is some real opportunity for
“Cocoa” to capitalize on this social
trend
 They can now promote the
consumption of different varieties of
dark chocolates by doing awareness
campaigns on its health benefits
 Notably, “Cocoa” offers the wide
varieties of dark chocolates
Technological
 Broadband rollout, which was adopted
by the company to pronounce its
technological development has been
delayed
 The rollout is still under process and
will expectedly consume three more
years
 Internet retailing is a rapidly growing
practice across global retailers
 The trend has benefitted many
retailers and another more have
stepped into
Table 2: PEST Analysis
(Source: Ibisworld.com.au 2018)
Legal and Ethical Requirements
The local government is always in search of designing policies and procedures to monitor
and control the waste and promote energy conservation. New laws governing the management
and mitigation of environmental issues have become harsher on businesses. Business is now
forced to provide the same quality features at existing rates while also not making a high
electricity consumption (Katsikeas 2014). This is nothing less than but a troublesome situation

8MARKETING OBJECTIVES
for the global industry. Business policies to support the trending demands will require manpower
well equipped with creative skills and modified HR policies to support new practices. Moreover,
this will also attract more spending. Hence, it is important that “Cocoa Delights” has enough
disposable income to bear expenses.
Government is also keen to adapt to a legislation to regulate and control the imported
items. It means that the imported products must clearly denote an identification of the country of
manufacture. At this point in time, there is no law passed to govern such practice as industries
are allowed and encouraged to self-regulate such actions. However, the government may
certainly consider passing a law if the existing self-regulate practices by firms are found as
ineffective (McDONALD 2016).
Marketing Activities and Impact on the Organizational Strategic Objectives
There is a shift in focus from local to national suppliers in order to avail quality materials
and produce even better chocolates for customers. It shows how critical is quality to “Cocoa
Delights”.
Cocoa is able to save money for being close to geographical areas that already exports
cocoa to Australia. Amazon basin is the native land for Cocoa. However, it is also hugely grown
in other parts of the world like Asia and Ghana in West Africa. These regions already export a
huge quantity of cocoa to Australia (Reuters.com 2018). Hence, this is also why "Cocoa
Delights" has a geographic advantage.
“Cocoa Delights” uses a variety of media and other communication modes to promote
products at the national level. It uses paper and electronic media to reach to the target market. It
also gives discount offers occasionally to attract a mass sale. However, there are areas of scope

9MARKETING OBJECTIVES
for improvement. “Cocoa Delights” has limited stores as compared to its competitors. It means
the brand is far from reach to a significant population. It is due to this children and youths are not
its potential buyers. It additionally is not very active on social media such as Facebook. These
initiatives must be adopted to increase the customer base and so the sales. A combination of
quality and sales is all that required to "Cocoa Delights" to emerge as one of the powerful
chocolate manufacturers in Australia (Hanssens and Pauwels 2016). It is also needed to produce
a strong counter to international chocolate manufacturers in Australia such as Cadbury and
Nestle to name a few.
Evaluation
Performance measured against strategic objectives
It can be said that growths of stores and storewide sales are increasing. However, it is far
less than its competitors. There are places of improvements in management and marketing. The
management at “Cocoa Delights” must show eagerness to purchase more new stores. This will
be possible only if the disposable income for the company is increasing. Nevertheless, marketing
can significantly impact disposable income. An increment in disposable income is in direct
proportion with the profitability margin. Profitability margin will widen up with increased sales.
An increased sales will happen only when three factors are effectively fulfilled such as the
quality, price, and its ability to reach to a wider consumer base (Pike and Page 2014).
Gross profit margins achieved are close to 45%. It is still quite below than the set
objectives of 63%. The gap can be fulfilled considering the trending consciousness for healthy
chocolates. It is because “Cocoa Delights” is expertise in providing quality and healthy dark
chocolates in wide varieties (Morgan et al. 2018). However, the trend needs to be addressed to

10MARKETING OBJECTIVES
produce better results for the company. The identified need can be fulfilled with enhanced
involvement into marketing and increased expansion of stores.
The company claims to have delivered a quality and attractive PR (Public Relation)
marketing. It was a very gutsy and wiser approach towards attaining the goal; however, it still
needs to be accompanied with added marketing communication. Social media campaigning will
make up the larger part of the needed marketing communication modes (Smajlović, Kamarić and
Sinanagić 2015). For example, Facebook can be used to create a page for the company. Children
and youth, in particular, are addicts to Facebook. It means a Facebook page can be used to create
awareness between target customers about a range of chocolates and its unique benefits. The
same platform can also be used for promoting products and launching the new stores. YouTube
and Twitter can also be helpful for uploading new videos and interacting with followers. Twitter
is a good platform to answer to confusing and complaining facts raised by followers. This will
help to engage the community with facts and myths surrounding a range of dark chocolates
(Smajlović, Kamarić and Sinanagić 2015).
Only 58% of the population in the target market is aware of the "Cocoa" brand. It means
products are not accessible to many. It also indicates that marketing though has produced good
results for the company still has a lot to do. The challenge will be to enter new platforms of
social and digital media to increase awareness for the product. It is challenging because
marketing strategies require an approval of the owner or the top management. The approval
process may get suspended or delayed for many reasons such as for ineffective leadership in the
company and for incompetent strategies. An effective leadership is required to let the
management believe and trust the plan (Alon et al. 2016). It means that “Cocoa Delights” must

11MARKETING OBJECTIVES
not just focus on crafting marketing plans but also on improving the leadership. It is needed to
ensure that change is not just designed but is realized as well from the management.
Critical Success Factors
The critical success factors for “Cocoa Delights” can be classified as the below:
 Advertisements on Television and on its official website
 Creativity and innovation, which is one of the cultures at the company
 An adherence to moral and professional standards of conduct
 Ability to attain the best quality of cocoa beans at fairly good rates
Areas for improvement
There is a need to reduce the budget dedicated to a media advertisement in radio. Such
steps will be required to boost the disposable income. An increased disposable income could
then be utilized in other forms of marketing such as those suggested in this report. Since "Cocoa
Delights" still has a long way to go to be able to reach to the entire population of the target
market. The journey cannot be commenced effectively until and unless being able to utilize
different marketing and social media channels (Cuadros and Domínguez 2014).
Social trends are favorable facts for chocolate manufacturers provided that manufacturers
possess the business management and marketing competency (Cuadros and Domínguez 2014).
“Cocoa Delights” has popularized its image as the one that provides quality and healthy dark
chocolates. However, the message is yet undelivered to many specifically those from the target
population. It is, therefore, must be addressed on an urgent basis to take the advantage from
opportunities and to strongly compete with its competitors.