DEVELOP

ORGANIZATIONAL
MARKETING
ACTIVITIES
BSBMKG608A






BSBMKG608A DEVELOP ORGANIZATIONAL MARKETING
ACTIVITIES
Task 1
Organizational Overview

Cocoa Delight is one of the youngest gourmet chocolate manufacturers in the industry. This is the
first company in Australia to process more than 10 different types of Cocoa from several countries.
However, 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
Australian made. They increases the quality of the product and ensure employement to Australians.
Values of Organization
The core value of Cocoa Delights resulted in its area of business. They are known for Australian
made products. They concentrate much on the quality of the product and customer satisfaction.
Before they 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
Babyboomers . 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 habits
The gourmet chocolate sector is growing
industry in Australia
Our major copititor is not au ownedwe will reach
consumers who arent exposed heavily to print
media 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 waste and energy use
ignificant penalties are planned for business
that dont comply with the new directives
E
DISPOSABLE in come 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 tocapitalize on the social
trends ofconsumers being more conscious, by
promoting health benefits of Dark chocolates
andoffer largest range of different varieties of
dark chocolate.

T
Technology development with the broadband
rollout across Australia have 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.

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
giving preference to consumer satisfaction and cut down cost. Cocoa Delights plan to widen their
store across 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 focuses 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 states on imported products although at present
the government is allowing the industries to self regulate rather than pass laws.

CURRENT MARKETING ACTIVITIES AND ITS IMPACT ON THE ORGANIZATIONAL
STRATEGIC DIRECTION

Cocoa Delights marketing strategy will seek to create customer awareness of the Dark Decadence
product line, and then work towards building customer loyalty and referrals. They are commited to
distribute premium quality chocolate in Australia.They concentrate only on Australia by self made
chocolates to widen their market. They target on a soecific group and start increasing their profit
and it spead up their growth. They made media as a effective weapon to transfer their ideas of the
product by providing sufficient information. They arrange advertising campaigns 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
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 dietry requirements. By their customer focus by generating eco-
friendly alternatives they start widen their industry.
Conclusion and recommendation
Finaly, 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 dietry condition. All the tactics followed by
the company is good to explore their company across the Australia. Their primary level opf 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.