BSBMKG621 Ass1

Develop Organizational
4/4/2022 Marketing Objectives

COCOA DELIGHTS
Chaiwut Suwannakote -180032
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Chaiwaut Suwannakote BSBMKG621 Task 1
180032
BSB60520 Advanced Diploma of Marketing and Communication

BSBMKG621 Develop organisational marketing strategy
Assessment 1 guideline
Develop a written statement that describes the mission, vision, purpose, objectives and
values of the organization:
Organisation review
Cocoa delight is a chain of 15 gourmet dark chocolate stores in Melbourne, specialising in
creating handmade dark chocolate products. The organisation is close to reaching its set goals
and looking to activate the next phase in in its development.
Vision
Our vision is become a national retail brand that satisfies their customers with a range of
unique, high quality dark chocolate, as well as providing exceptional customer service from
their highly skilled and dedicated staff.
Goals/ mission
o Need to change focus from local suppliers to national ones.
o To think about opportunities to save money by gaining a wider geographic benefits.
o Trade fairly with local and international suppliers.
o Encourage Sustainable behaviour.
Purpose
o Store growth and sales growth achieved
o Expansion in sales and cost effectiveness
o PR has been useful, resulting in many write-ups on their unique
o For employee cocoa delights encourages self-directed team
Values
o Has been daring and unconventional
o Creative And Innovated have been strength and cornerstone of their success.
o Cultivate leadership and maintain high level of safety
o Sustainable environment practice
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Complete a situational analysis and identify factors impacting the marketing direction
and performance of the organization.
Strategic targets/directions
o Being a significant retail presence in every Australian capital city, starting with 22
stores in the greater Melbourne area and growing to 100 stores worldwide
o Find ways to provide customers with what they want, without the high electricity
usage
o Encourage sustainability in the company
o Provide chocolate of European quality.
PEST Analysis
Political: Economic:
There is a big push by governments on the Interest rates are in fact rising
issue of sustainability. This focuses mostly Unemployment has also risen to 5.8%.
on the environmental issues of waste
management and energy conservation.
Social: Technology:
The social trends toward people eating. Broadband rollout has been delayed, putting
on hand some of the organization’s internet
market
putting on hold some of the organisation’s
Internet market plan.
Identify legal and ethical requirements of the organisation to address sustainability

issues.
o Government focuses mostly on the environmental issues of waste management and energy
conservation. According to new law, they have to find new ways to provide customers with
what they want, without the high electricity usage.
o 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.
o Need to change focus from local suppliers to national ones.
o To think about opportunities to save money by gaining a wider geographic benefits.
o Trade fairly with local and international suppliers.
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Identify and analyse current key products or services and major markets for strengths,
weaknesses, opportunities and threats.
Strength Weakness
o Has been daring and unconventional o Customers are not alert of health
o Creative And Innovated have been benefits.
strength and cornerstone of their o Lack of online presence.
success. o Regional and country side areas Are not
o Cultivate leadership and maintain high covered.
level of safety o Insufficient market budget.
Opportunities Threats
o The social trends toward people eating o International brands with huge market
chocolate is growing stronger than budget.
anticipated. o Unemployed has risen to 5.8%
o Encourage Environmental sustainability o Market decrease
o Develop more loyal customers and .
referral.
o Promote Australian based fact
o Increase market budget.
Procedure 5. Evaluate the effectiveness of marketing undertakings (a, b and c):
Performance against set objectives

o Achieved Store growth and sales growth rate.
o Achieved Gross profit margins by 45% against 63% set objectives.
o Better PR marketing performance better than expected.
o Cocoa Delight Recognition by 58% People in target market
Critical successfactors
o Advertisement using internet ,Tv.
o Cocoa Delight stores have been deliberately designed to be bright and confortable
places to shop.
o Australian made products.
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Areas for improvement and lessons learned

o To lessen budget in radio advertisement.
o Social trend of eating chocolate is growing stronger than anticipated
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BSBMKG621 Ass1

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Develop Organizational

4/4/2022 Marketing Objectives

Chaiwut Suwannakote -180032

BSB60520 Advanced Diploma of Marketing and Communication

Identify legal and ethical requirements of the organisation to address sustainability

Procedure 5. Evaluate the effectiveness of marketing undertakings (a, b and c):

Performance against set objectives

Areas for improvement and lessons learned

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