Cocoa Delights: Marketing Objectives Report, BSBMKG608

This report analyzes the marketing objectives of Cocoa Delights, a dark chocolate company in Melbourne. It begins with an organizational review, including mission, vision, values, and strategic objectives. The report then delves into a PEST analysis, examining political, economic, social, and technological factors impacting the business. Legal and ethical requirements related to sustainability are discussed, followed by an exploration of the impact of strategic direction on current marketing activities and a SWOT analysis. The report also covers the effectiveness of initial marketing activities and proposes two business opportunities: a franchise and a joint venture, including cost-benefit, PEST, risk, fit, and impact analyses. Finally, it outlines marketing objectives, including brand awareness and market share, and summarizes a meeting with the CEO, along with long-term objectives for brand awareness and market share.

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

1DEVELOP ORGANISATIONAL MARKETING OBJECTIVES
Table of Contents
Task 1: Organizational review.........................................................................................................3
1. a) Mission, vision and values of Cocoa Delights:...................................................................3
1. b) Strategic Objective of Cocoa Delights:...............................................................................3
1. c) Critical analysis of the case:................................................................................................3
1. d) Recommendation:................................................................................................................4
2. PEST Analysis of Cocoa Delights:..........................................................................................4
3. Legal and ethical requirement to address issues related to sustainability:..............................6
4. Impact of organizational strategic direction on current marketing activities:.........................7
5. Exploring the products of Cocoa Delights:.............................................................................8
SWOT Analysis of Cocoa Delights:........................................................................................8
6. Effectiveness of initial marketing activities:...........................................................................9
Role Play Participants:...............................................................................................................11
Task 2: Validity report...................................................................................................................13
Business Opportunity 1 : Franchise...........................................................................................14
The cost benefit analysis........................................................................................................14
PEST Analysis.......................................................................................................................14
Risk Analysis:........................................................................................................................15
Fit Analysis............................................................................................................................16
Impact Analysis.....................................................................................................................16

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Business Opportunity 2: The joint venture...............................................................................17
Cost Benefit Analysis............................................................................................................17
PEST Analysis.......................................................................................................................17
Risk Analysis.........................................................................................................................18
Fit Analysis............................................................................................................................18
Impact Analysis.....................................................................................................................19
Task 3: Marketing objectives.........................................................................................................19
Part A: Marketing objective report............................................................................................19
Objective 1: Brand Awareness..............................................................................................19
Objective 2: Category Target.................................................................................................21
Objective 3 : Market Share....................................................................................................22
Summary of the meeting with the CEO.....................................................................................23
Long term objective 1: Brand Awareness............................................................................24
The long-term objective 2 : Market share..................................................................................25
Reference List:...............................................................................................................................26

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Task 1: Organizational review
1. a) Mission, vision and values of Cocoa Delights:
Cocoa delights is one of the major dark chocolate chains in Melbourne, offering high
quality of dark chocolates that are handmade. This is one of the leading brands in Australia,
serving wide range of customers over the past few years.Malhotra & Peterson (2014) commented
that the fundamental vision of the organization is to become the major national brand, by
offering the customers with unique products
1. b) Strategic Objective of Cocoa Delights:
Conducting business in unconventional manner is the greatest strength of Cocoa delights.
There lies the reason, for which the firm is attaining immense success from business. According
to the Chair of the Board, creativity and innovation are the greatest strengths of Cocoa delights,
with the assistance of which, they are running their business in a unique manner. Maintaining
healthy relationship is also the major aspect of Cocoa Delights. According to Chernev (2018)
they are highly committed towards making their business plan in such a manner, which can help
them to run their business to appropriate direction. It is the vision of the company to become the
most significant retail brands in Australia by 2020. Running business in a socially responsible
manner is also a major aim of Cocoa Delights.
1. c) Critical analysis of the case:
According to the case study, innovation and creativity are two of the major assets of the
company, through whim they are becoming able to strengthening their business process and
thereby attain competitive advantage by competing with the strong business giants that are
presented in Australia. The inclusion of effective leadership along with self-directed team are the

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major aspect of Cocoa Delights. However, there are certain issues, which Cocoa Delights might
face in the way of running their business in a consistent manner. Due to the inclusion of major
business giants like Hershey’s chocolate, the company can face barriers in the way of
strengthening their public image. In addition to that, Australian government is also putting stress
on sustainability. However, chocolate production requires huge energy consumption, which is
really a threat towards securing the environmental wellbeing. This is a major threat, which can
even lead Cocoa Delights to face ethical issues.
1. d) Recommendation:
As Cocoa Delights might face certain issues in the way of attaining competitive
advantage, due to the inclusion of business giants. Therefore, it is recommended for Cocoa
Delights to devise their business strategy. They can carry out in-depth market analysis in order to
explore the business strategy, practiced by the competitors and frame the business strategy
accordingly for the sake of staying aside from the hardcore competition. In addition, it is
suggested for them to explore the niche market which is very much needed in order to assess a
strong segment of customer. Cocoa Delights must also assess the strengths and core
competencies and thus explore the innovative ways for strengthening the value of business. As
chocolate production consumes greater amount of energy, which is the key factor of
environmental degradation, Cocoa Delights should practice sustainability. Recycled papers must
also be used in packaging of the products. Innovation is also a great way, through which the
employees can also be motivated to show employee-friendly behavior.
2. PEST Analysis of Cocoa Delights:
As discussed by Marshall (2014) PEST is one of the major frameworks, through which
the external factors, influencing the internal functionality of a company can be framework.

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Subsequent discussion will highlight in-depth PEST analysis of Cocoa Delights. There are four
different framework of PEST which are as follows:
 Political:
The political factors play a critical role in running business in a responsible manner.
Bresler&Lubbe (2014) observed that this is the way, through which strong regulatory framework
can be integrated that is highly to run the business in a consistent manner. Focus of the
government towards environmental sustainability is acting as a driving force behind the
companies like Cocoa Delights to frame their CSR (Corporate Social Responsibility) policy.
 Economic:
This is also a major factor in strengthening the condition of a company and thereby running
the business in a cost effective manner. Stable interest rate of Australia is playing a significant
role in increasing the interest rate of customers. At the same time, the inclusion of free market
structure is also a major factor for ensuring financial stability of Cocoa Chocolate.
 Social:
The society is a major external stakeholder of a company. Therefore, it is the matter of
utmost importance to maintain healthy relationship with that of the stakeholders, which is the
key of strengthening the public image of a company. Foxall (2014) showed that Cocoa Delights
is highly committed towards maintaining strong bonding with the strong bonding with that of the
stakeholders by adhering the professional code of conduct.
 Technological:

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Rapid development of technology is acting as a driving force behind the companies to
implement effective tool for the sake of promoting sustainable growth of business.
Implementation of internet marketing plan is the greatest aspect of Cocoa Delight. With the
assistance of this plan, the company is becoming able to catch the attention of a potential base of
customer.
3. Legal and ethical requirement to address issues related to sustainability:
Running business in ethically responsible manner is one of the greatest factors of
strengthening the public image of a company. As discussed by Moore et al., (2015) the inclusion
of business ethics plays a significant role in maintaining strong interaction with the key players
such as shareholders and stakeholders. Building strong connection with the stakeholders is the
most significant focal point of Cocoa Delight. In order to satisfy this objective, the company is
taking are towards adhering the code of conduct. Strong CSR policy has been implemented by
them in terms of minimizing the negative impact of their business from the society. As per the
view of Baker &Saren (2016) with the assistance of proactive CSR policy, the company is
becoming capable to promote societal well-being, which is the key of generating attention in the
local community, in which they are operating their business.
Providing high quality of customer service is also a major objective of Cocoa Delight as
the customers are the most valuable external stakeholder. There lies the significance of
innovation and creativity being initiated by them. This is the mode of manufacturing Chocolate
in unique manner and thereby serve the customers with excellent experience. Government is also
a major external stakeholder. Therefore, compliance with rules and regulations is very much
important. As government is putting ample stress on manufacturing imported chocolate. In
addition,Gummesson (2015) also opined that Australian Government is also creating provision

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for the companies like Cocoa Delights to implement self-regulatory mechanism. The company is
also showing intense commitment to manufacture product in accordance with the governmental
mechanism.
4. Impact of organizational strategic direction on current marketing activities:
Strategic planning can be considered as the process of formalizing the managerial method
of an organization that supports in analyzing the existing condition. This is the way, through
which the higher authority of an organization explore the most valuable resources and set the
business plan accordingly in order to acquire competitive advantage. Therefore, dedicated
strategic planning is playing a significant role for the companies like Cocoa Delight to focus on
their current marketing objectives and undertake proactive action with the intention of
strengthening their marketing activities. As showed by Bagozzi et al., (2018) there lies the
reason, Cocoa Delight is attaining immense support in recent times.
The fundamental aim of the firm is to become the national retail brand within five years
by providing the customers with unique services. With the assistance of strong strategic
planning, the company has become able to amplify their marketing activities which is the key of
strengthening the public image. Sustainable growth in both store and sales is the biggest
achievement of Cocoa Delight. The rate of gross profit margin of the company has been
increased by 46%. In addition to that,Burns, Bush & Sinha (2014) also focused on the fact that
PR advertising has also played a significant role for them to gather the attention of the customers
by providing them with the information regarding their unique offering. Lucrative branding is
playing a critical role for the company to generate intense loyalty among the customers.

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5. Exploring the products of Cocoa Delights:
Being the famous chocolate company in Australia, providing high quality of services to
the customers is the core motto of Cocoa Delight. In order to satisfy this objective, the company
is putting ample stress in the modification of their production process. High quality of locally
produced chocolate is the main product of Cocoa Delight. Pike (2015) showed that the company
is specialized in manufacturing handmade dark chocolate. The company is aiming to become
most prominent retail brand in Australia. Producing naturally produced dark chocolate is the
most prominent product of Cocoa Delight. The wonderful aroma is the greatest strength of the
company, for which the customers are becoming more inclined towards consuming the dark
chocolate.
SWOT Analysis of Cocoa Delights:
SWOT analysis is a worth mentioning framework, which helps in exploring underlying
competencies as well as weaknesses of an organization. In-depth SWOT analysis of Cocoa
Delight is as follows:
Strengths Weaknesses
 Innovation and creativity in creating
handmade dark chocolate.
 Long term sustainability
 Intense focus on offering unique
customer service
 Strong brand presence in Australia
 Multiple range of dark chocolate
 Comparatively weaker online presence
 Lack of awareness among the
customers regarding the health benefits
of consuming dark chocolate
 Lack of brand awareness and extension
of sales.
 Unable to run business in a cost

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 Increased rate of sales effective manner
 Delay in broadband connection, which
is making it difficult for the company to
satisfy their objective behind
implementing internet marketing.
Opportunities Threats
 Increased rate of chocolate
consumption
 Usage of social media, which can have
a firm impact on attracting a strong
base of customer
 Increased budget in market
 Satisfying unique dietary demand in the
market
 Execution of promotional activities as
per the requirements of the Australian
citizens.
 Higher rate of interest, which is
affecting consumer spending power
 The rate of unemployment in Australia
is also increasing in a rapid manner.
 Strong presence of the companies like
Hershey Chocolate
 Lower rate of profitability
Table 1: SWOT Analysis
(Source:Scarborough, 2016)
6. Effectiveness of initial marketing activities:
Cocoa Delights is one of the booming companies in Australia. The inclusion of
innovation and creativity in their marketing activity is playing a pivotal role for them to drag the

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attention of the customers and thereby accelerate their image in the society. In addition, the rate
of consuming chocolate is also increasing promptly. This is also paving the way for Cocoa
Delights to run their business without any hindrances. Babin&Zikmund (2015) put stress on the
ground that the focus towards the digital media for executing marketing activities is also acting
as a strong opportunity for Cocoa Delights to exploit the target market and thereby satisfy the
requirements of customers, which is changing rapidly. Successful implementation of proactive
marketing activity has helped Cocoa Delights to achieve sustainable growth in the rate of sales.
However, Malhotra (2015) argued by saying that one issue, which is being encountered
by them in recent times is lower rate of profitability. They have set the objective of getting 63%
profit, still, they have acquired only 45% profit. Execution of PR marketing objective has acted
as a greatest opportunity for Cocoa Delights to drag the attention of major number of customer.
This strategy has worked higher than that of the predetermined objectives. PR marketing has
enabled Cocoa Delights create awareness regarding their brand among almost 58% of customers.
Marketing through internet and digital media has acted as critical success factor for Cocoa
Delights. Purvis (2015) observed that they have also cut the cost of usage of electricity which is
the key of endorsement of environmental well-being.
As they are facing issues in the way of increasing their profit margin, it is imperative for
them to cut the additional cost of operation. According to Cavusgil et al., (2014) as radio
advertising is obsolete in contemporary times, it is imperative for them to stop investing money
for this reason. At the same time, they can also automate their business process, which is also a
very significant way of cutting excessive cost of operation. Still, the positive perception of the
customers is acting as a major force for Cocoa Delights to run their business in a profitable
manner. The social trend of eating chocolate is promptly increasing is creating great opportunity

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for the firm to gather a potential base of customers, which is the fundamental factor of increasing
statistics of profit margin (Hair, 2015).
Role Play Participants:
The CEO of Cocoa Delight and the Marketing manager of the company
The marketing manager: Good Morning Sir
The CEO: Good Morning Manager. Please have a seat.
The marketing manager: Thank You Sir.
The CEO: Can we be started with today’s plan, gentleman?
The marketing manager: Yes, please. Sir, I would to emphasize on the current situation of the
Cocoa Delight company known for its best handmade dark chocolates.
The CEO: Yes Of Course, since the very beginning, our organization is aimed at serving a wide
range of customers with high quality handmade ark chocolates. The vision of the company has
been a major national brand representing the legacy of dark chocolates it has been holding
through the past years. I believe that the key of the soaring success of the company is the trust
and loyalty built among the customers. It has played an important role in keeping the customers
inclined towards the organization.
The marketing manager: Yes Sir, I have also researched on it and found out that the major
strength of the company is the quality of product it has been offering in the most innovative
manner. Can you emphasize on the other strengths of the company?