BSBMKG608A DEVELOP ORGANIZATIONAL MARKETING ACTIVITIES

Task 1Part B:
Organizational Overview

Cocoa Delight is one of the youngest gourmet chocolate manufacturers in the industry. This is the fir
st company in Australia to process more than 10 different types of Cocoa from several countries. Ho
wever, this organization is close to reaching its set goals and looking to activate the next phase in its
development.
Objective
1. To become a market leader in Australian chocolate industry.
2. To ensure a wider geographic benefit.
3. O pportunities to save money.
4. Choosing media for reaching to people.

Mission
Cocoa delights is committed to becoming the leader in the au market for premium quality chocolate
our mission is provide Australian consumer with the highest quality chocolate on the market whilst
maintaining the promise to trade fairly with both local and overseas suppliers
Vision
Our vision is as a world-class company within australia cocoa industry, with global
reputation for professionalism, skill and efficiency.
Purpose
The main purpose of Cocoa Delights is to become market leader in chocolate industry in Australia by
providing exceptional customer service. The main strength of them is creativity and innovation They
have a overview to stretch their boundaries across Australia about 100 stores by starting 2 stores in
Melbourne area respectively within two upcoming years. Cocoa Delight is manufacturing only Austra
lian made. They increases the quality of the product and ensure employement to Australians.
Values of Organization
The core value of Cocoa Delights resulted in it’s area of business. They are known for Australian mad
e products. They concentrate much on the quality of the product and customer satisfaction. Before t
hey spend lots of money on electricity but upcoming years they going to spend their time and money
for the satisafaction of the customer. Internaly, they have their own moral standards of conduct to
stake holders. For employees, they ensure safety and cultivate leadership among them. Exeternally,
they treat customers as so valuable.
TARGETS
The main target is females and married couples aged between 25 to 55 years old. They concentrate
on young and middle-aged professionals in suburban and inner city areas. Next they targeted to Bab
yboomers . They concentrate on TAFE and University students and secondary school students.
Situational Analysis
SWOT

S
Australian made and owned
High quality ingrediants
Social responsible
Competitive prices
Relatively large number of cocoadelights store

W
Smaller marketing budget compared to international brands
Products sold in less sale outlets than the two main competitor
Young company not as strong a reputation as other older brands
O
Economic downturn-in uneconomicaly depressed environment consumers often changes spending h
abits
The gourmet chocolate sector is growing industry in Australia
Our major copititor is not au ownedwe will reach consumers who aren’t exposed heavily to print me
dia or radio by using digital advertising

T
Our competitors more aggressive advertising campaigns and marketing strategies
Popular medias advertising are increasingly scrutinised by an media savyy public
Changes GVT regulations or certification for food stuffs
Changes in import regulation in food industry

PEST

P
The government is currently passing legislation that requires business to monitor and reduce their w
aste and energy use ignificant penalties are planned for business that don’t comply with the new dir
ectives E
DISPOSABLE in come has reduced due to rising INTEREST RATES this shortfall expected to be recover
ed in the long term, with wages including expected to outstrip inflation rates by2%.The unemployme
nt levels are also increasing and expected to climb steadily to 6% in the coming year.

S
COCOA DELIGHT will try tocapitalize on the social trends ofconsumers being more conscious, by pro
moting health benefits of Dark chocolates andoffer largest range of different varieties of dark chocol
ate.
T
Technology development with the broadband rollout across Australia have been delayed, although t
he rollout is continuing and will be completed in the next three years. Internet retailing options are e
xpanding and most retailers are taking advantage of this new technology.

Written Summary of the Meeting

Keep Object and fuction of the board meeting
Make quality management and staff of board
Make financial provision as capital and fund of the board

Written Organizational Review

Currently organization is about to close set gaoals and start a new phase. In new phase they are givin
g preference to consumer satisfaction and cut down cost. Cocoa Delights plan to widen their store ac
ross Australia reaching upto 100 stores. They are planning to start stores in Melbourne as a initiative
for their business.

LEGAL AND ETHICAL REQUIREMENTS

Legal and ethical requirements for the organization to address sustainability issues: A government fo
cuses mostly on the environmental issues of waste management and energy conservation. With the
new law, they find new way to provide customers with what they want, without the high electricity
usage. Second issues that the government is looking at is having the country of manufacture clearly s
tates on imported products although at present the government is allowing the industries to self reg
ulate rather than pass laws.

CURRENT MARKETING ACTIVITIES AND ITS IMPACT ON THE ORGANIZATIONAL STRATEGIC DIRECTION

Cocoa Delight’s marketing strategy will seek to create customer awareness of the Dark Decadence pr
oduct line, and then work towards building customer loyalty and referrals. They are commited to dis
tribute premium quality chocolate in Australia.They concentrate only on Australia by self made choc
olates to widen their market. They target on a soecific group and start increasing their profit and it s
pead up their growth. They made media as a effective weapon to transfer their ideas of the product
by providing sufficient information. They arrange advertising campaign’s to know the opinions about
the people. They are trying to reduce their ecological footprint by promoting sustainable behaviour.

Evaluate the effectiveness

Their plans are effective, because they are concentrating much on the quality of the product rather t
han the light modifications as before. They are implementing strategies to cut down cost. Social cam
paign’s are helpful to spread out the ideas to national reach by various tactics. They have products a
ccording to the specific dietry requirements. By their customer focus by generating eco-friendly alter
natives they start widen their industry.
Conclusion and recommendation
Finaly, to conclude Cocoa Delights is the only company in Australia concentrating only on home ma
de products. They are against importing chocolates from other countries. They have choices and alte
rnatives for the customers according to their specific dietry condition. All the tactics followed by the
company is good to explore their company across the Australia. Their primary level opf starting 22 st
ores in Melbourne is must appreciated. However,now company has to start a new phase in their bu
siness, it should be so good for the company to fulfil the legal requirements provide by government
before widening their stores across Australia.