Organizational review
1.0 Organization review
Cocoa delight is one of the youngest chocolate manufacturers in the industry established in 2000. We value creativity and innovation of our youth. Team of master of chocolatiers has been picked from prestigious schools of confectionary. We process more than ten types of best Cocoa from different countries and produce large range of dark chocolates tailored to specific dietary requirements.
Vision
Our vision is world Class Company within Australia producing large range of quality chocolate to satisfy under met need in the national market.
Goals/ mission
Purpose
Values
Strategic targets / directions
1.1 Situation analysis
Situation analysis of cocoa delight consist of two parts i. SWOT Analysis ii. PEST Analysis.
1.2 SWOT Analysis
Strength |
Weakness |
Innovative and creative Sustainability Customer oriented Management European quality chocolate Range of dark chocolate Health benefits of dark Chocolate Meets specific dietary requirement Easy customer access. Lower price. |
Lack of brand awareness. Customers are not aware of health benefits. Lack of online presence. Less male and child customer base. Regional and country side areas are not covered. Lower market budget. Less outlets as compared to competitors. |
Opportunities |
Threats |
Unmet market demand of specific dietary requirements. Use of social media like Facebook will increase customer base. Develop more loyal customers and referral. Promote Australian based fact. Increase market budget. |
International brands with huge market budget. Narrow advertising campaign. Brands wither wider reorganization like Green & black. Market down. |
1.3 PEST ANALYSIS
P The government is currently passing legislation that requires business to monitor and reduce their waste and energy use insignificant penalties are planned for business that don’t comply with the new directives |
E DISPOSABLE income has reduced due to rising INTEREST RATES this shortfall expected to be recovered in the long term, with wages including expected to outstrip inflation rates by2%.The unemployment levels are also increasing and expected to climb steadily to 6% in the coming year. |
S COCOA DELIGHT will try to capitalize on the social trends of consumers being more conscious, by promoting health benefits of Dark chocolates and offer largest range of different varieties of dark chocolate. |
T Technology development with the broadband rollout across Australia has been delayed, although the rollout is continuing and will be completed in the next three years. Internet retailing options are expanding and most retailers are taking advantage of this new technology. |
PEST ANALYSIS: The pest analysis is very helpful for understanding market growth or decline and such as position potential and direction for the businesses analysis is a business measurement tool. Pest is an acronym for political, economic factors, which are used to assess the market for a business or organization.
1.4 RISK: Risk management is very important to the operations of the cocoa delight store. The identification assessment and control of all risks are important to the successful achievement of the store vision and mission.
RISK |
IMPACT |
LIKELIHOOD |
Lack of an equivalent financial reward can affect to run new stores |
High |
Medium |
Haigh’s chocolate is not using any advertising for their store |
High |
Medium |
New legislation |
Low |
Medium |
Negative impact of the |
Low |
Medium |
cocoa delight |
||
Brand and products |
Moderate |
Medium |
2.1 SHORT TERM OBJECTIVES
2.2 LONG TERM OBJECTIVES
provisions.
Finance the budget.
2.3Business objectives:
2.4 Marketing objectives:
2.5 Advertising objectives:
The primary market will be inner city and suburban areas throughout Australia in order to capitalize on the shopping centers and local hubs of the major Australian cities (Brisbane, Melbourne, Perth, Sydney and Adelaide).
4.0 Key performance indicator
achieve sales target.
The following characteristics make up the primary target market (approximately 60%) of Cocoa Delights customers:
The secondary target market of Cocoa Delights customers is defined less by their collective love of dark chocolate and more by making health-conscious and environmentally friendly consumer decisions.
The marketing strategy will first seek to create customer awareness of the Dark
Decadence product line and then work towards building customer loyalty and referrals.
The message that Cocoa Delights will seek to communicate is that Cocoa Delights offers the highest quality Australian chocolate available and the largest range of dark chocolate varieties in the country.
This message will be communicated through a variety of tactics including a mini-movie advertisement which will be shown on TV and the internet, an interactive microsite, a competition, an email campaign, social media, radio and print advertising, all of which will feature our catchy slogan ‘Get in touch with your dark side’.
The budget for this advertising campaign is AUD$3 million.
Cocoa Delights is committed to becoming the leader in the Australian market for premium quality chocolate and maintaining a company culture which breeds continuous improvement. We have established a solid stronghold in the rapidly growing ‘healthy chocolate’ arena and are poised for growth. Our aim is to become the national retailer of choice for chocolate connoisseurs within the next three years. Our mission is to provide Australian consumers with the highest quality chocolate on the market whilst maintaining the promise to trade fairly with both local and overseas suppliers and promote sustainable behavior along the supply chain and reducing the environmental impact caused by our production and distribution processes.
Marketing objectives
We have positioned ourselves in the market as an up-market provider of gourmet chocolates and chocolate products – we provide chocolates of European quality. Cocoa Delights is a contemporary, innovative and customer-focused company that provides enormous variety and choice, especially in healthy and eco-friendly alternatives. Australian chocolate connoisseurs recognize the unique value of Cocoa Delights.
Cocoa Delights’ positioning takes advantage of these strengths and pivots around two central priorities:
Cocoa Delights offers the largest range of dark chocolate varieties and products available and tailor our product to customers with specific dietary requirements (dairy-free, low GI, organic, etc.). We are the only company able to satisfy all of these under-met needs in the national marketplace.
Cocoa Delight’s marketing mix has the following approach to pricing, distribution, advertising and promotion, and customer service.
Their plans are effective, because they are concentrating much on the quality of the product rather than the light modifications as before. They are implementing strategies to cut down cost. Social campaigns are helpful to spread out the ideas to national reach by various tactics. They have products according to the specific dietary requirements. By their customer focus by generating eco- friendly alternatives they start widen their industry.
Finally, to conclude Cocoa Delights is the only company in Australia concentrating only on home made products. They are against importing chocolates from other countries. They have choices and alternatives for the customers according to their specific dietary condition. All the tactics followed by the company is good to explore their company across the Australia. Their primary level of starting 22 stores in Melbourne is must appreciated. However, now company has to start a new phase in their business, it should be so good for the company to fulfil the legal requirements provide by government before widening their stores across Australia.
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