Chaiwaut Suwannakote BSBMKG621 Task 3

180032

BSB60520 Advanced Diploma of Marketing and Communication

BSBMKG621 Develop organisational marketing strategy
Assessment 3

Set of objectives with supporting statement

 To identify and scope marketing opportunity to Cocoa Delight in accordance with business
 direction and strategy.
 Marketing opportunity
 Franchise
 Joint Venture with Haigh’s Chocolates
Observation
 Sale analysis shows handmade chocolate at 45% of sale
 Partly handmade at 25%
 Machinery made chocolate at 15%
 30% targeted for machine made chocolate
 Customer purchase dark Decadence range, sign up for loyalty program
Long term strategic Objectives
Objective 1: Brand awareness
Capability
Benchmark of Cocoa delights: Brand awareness will be achieved by the joint venture, TV advertising
campaign, costing the company $1.1 million in each new market. The organisation will focus on
building brand awareness and all managers and executives will be charged with the responsibilities
to display the brand prominently in store, advertising, packaging, staff uniform, and vehicles and in
PR articles.
Consistency
Statement of chair of the board: The objective is consistent with the current and future needs of
business to become a national retail brand that satisfies customer with a range of high quality dark
chocolate, also to provide exceptional customer service from skilled and dedicated staff of Cocoa
Delight
Equip
Cost of Venture TV advertising: Establish market will allocate 20% of the advertising budget for brand
awareness. Brand awareness will be achieved by the joint venture, TV advertising campaign, costing
the company $1.1 million in each new market
Legal Advertising

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You need to make sure you don’t mislead your customers when you advertise your products or
services. There may be local requirements such as permits, depending on the type of advertising you
use.
Do Not Call Register
If you want to use telemarketing, you need to comply with Do Not Call Register legislation. The Do
Not Call Register is a list of protected phone and fax numbers. If you contact a number on the
register, you may be in breach of the law and could face penalties.
Trade mark laws
When preparing your branding, business name or website name, make sure you aren't in breach of
the Australian or international trade mark laws
Objective 2: Category target
Compatibility
Customer loyalty program: Cocoa Delight offers the customer the Dark Decadence range and seek
opportunity to build customer loyalty on this. The initial advertising budget will feature item from
this category, and also be the focus of the front entrance prominent display during the initial period.
Consistency
The objective is consistent with the current and future needs of business to become a national retail
brand that satisfies customer with a range of high quality dark chocolate, also to provide exceptional
customer service from skilled and dedicated staff of Cocoa Delight
Equip
Initial advertising budget: Establish market will allocate 20% of the advertising budget for brand
awareness. Brand awareness will be achieved by the joint venture, TV advertising campaign, costing
the company $1.1 million in each new mark
Legal Advertising
You need to make sure you don’t mislead your customers when you advertise your products or
services. There may be local requirements such as permits, depending on the type of advertising you
use
Do Not Call Register
If you want to use telemarketing, you need to comply with Do Not Call Register legislation. The Do
Not Call Register is a list of protected phone and fax numbers. If you contact a number on the
register, you may be in breach of the law and could face penalties.

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Objective 3: market share

Compatibility
Market in which Cocoa Delights operate: Cocoa Delight aims to communicate that Cocoa Delight
offers the highest quality Australian chocolate available and the largest range of dark chocolate
varieties in the country, also to provide exceptional customer service from skilled and dedicated staff
of Cocoa Delight
Consistency
Service exceed the expectation of customer: The chocolate factories in the Yarra Valley wine region
of Victoria handmade chocolate category gains manufacture and distribute exclusive handmade that
will attract the customer both new and existing customer to purchase high quality of chocolate.
Equip
Working closely with joint venture partners: Working closely with joint venture should open doors to
established marketing channels that will ensure the achievement of this target. A full marketing plan
will be developed, with resources including access to Holt & Burrows and 5% of turnover allocated to
finance the budget to achieve the target.
Legal Advertising
You need to make sure you don’t mislead your customers when you advertise your products or
services. There may be local requirements such as permits, depending on the type of advertising you
use
Do Not Call Register
If you want to use telemarketing, you need to comply with Do Not Call Register legislation. The Do
Not Call Register is a list of protected phone and fax numbers. If you contact a number on the
register, you may be in breach of the law and could face penalties.
Trade mark laws
When preparing your branding, business name or website name, make sure you aren't in breach of
the Australian or international trade mark laws

Summary notes from the meeting with the CEO

The meeting with CEO was about feedback provided by CEO on current Cocoa Delight marketing plan
2010 and Haigh’s proposal for the year. The CEO mentioned that brand recognition helps to secure
key market penetration and market share objectives. A joint venture, a television marketing
campaign, would make the company aware of the brand, costing the new market $1.1 million. The
organization concentrates on brand recognition and is responsible for showcasing the brand,

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marketing, packaging, staff uniforms and cars, as also in PR articles for every management and
executive. The organization focuses on.

KPI and Risk of Strategy (Brand awareness)

KPIs: The initial advertising budget will feature item from this category, and also be the
focus of the front entrance prominent display during the initial period. The target for marketing plan
is to focus on building brand awareness.
Risk management: All managers and executives will be charged with the responsibilities to display
the brand prominently in store, advertising, packaging, staff uniform, and vehicles and in PR articles.
Regularly obtaining feedback from survey and research conducted by national consulted Holt&
Burrows.

KPI and Risk of Strategy 2 (Market share)

KPIs: It is to achieve the break-even target of $3 million
Risk management strategy: Working closely with joint venture should open doors to established
marketing channels that will ensure the achievement of this target. Legal agreement with Haigh’s
Chocolate will ensure that all marketing is conducted in a clearly defined ethical and legislative
compliant way.
KPIs
 Customer satisfaction by 80% of customer satisfaction survey
 Sales increase within 3 years
 Expand market by franchising
 Brand reputation by 8 in 10 consumer know about Haigh’s chocolate
Marketing objectives;
 Brand reputation about chocolate as consumers know about brand Haigh chocolate that
establish in Australia by 8 in 10 people
 New markets will need to achieve about 15% market share before break-even sales levels are
secured.
 Brand awareness about Cocoa delight product
 Customer satisfaction
A risk management strategy.
Risk management strategies
The most effective way to manage risk at all levels and phases of the project would be to use a single
strategy across all the levels. That single strategy includes planning across all the levels of the project

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and, as a first step, identifying potential risks. Most effective planning strategy is to use SMART
objectives:
 Specific
 Measurable
 Achievable
 Realistic
 Time bound
To identify these risks, documentation such as project planning and Project breakdown structures
can be used as they give a greater insight into all the elements of the project. A combination of
historical analysis, taking information and learning from past mistakes which could have been
prevented with simple measures, and system analysis to identify bottlenecks is a good way to
identify most of the risks faced by the project. The risks faced by the project would not only be
limited to one physical aspect.
 Financial risks
 Strategic (planned) risks
 Legal risks
 Cultural (workplace or otherwise) risks
 Schedule risks
 Quality risks
 Resource risks
 External risks
 Scope of performance risks
 Viability risks
 Technological risks
 Political risks
Now that the risks are identified, an important step is to gauge or asses their impact on all aspects of
the project and their likelihood of recurrence. This helps in prioritising responses, especially with
limited resources, to the most critical of the risks. The most common and widely used tool for
assessing risks is the ‘Probability Impact Grid’. This is simple grid with values for probability and
impact on either axis. The identified risks can them be placed according to their probability of
occurrence and the severity of their impact producing a score which is a multiple of their grid co-
ordinates.
Planning

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The main goal of this stage is to act upon the previous stages by preparing valid and effective
managerial and procedural responses to remove the risk as soon as possible, ideally before it can
have any impact on the project. Any action taken should be weighed in terms of cost effectiveness
and its impact and probability. Risks with definitive negative impacts need specific responses. These
can include:
Avoiding the risk altogether, resulting in one or more services to be forfeited from the project. This is
to done in exceptional circumstances only.
 Reducing the probability and impact of a risk by implementing fail safes and redundancies.
Transferring services due to risk can reduce the financial impact. Sometimes a risk can
present or reveal an opportunity which should also be planned to be exploited and/or
enhanced.
Conclusion
Risk assessing and developing a strategy has greatly impacted the planning and the implementation
of this project. Almost all of avoidable risks can be subverted and preventive measures put into place
to prevent them from occurring again. The project will most certainly keep up with the planned
schedule and meet its deadline without any delays. Any further Risks can also be predicted and
necessary safeguards put into place.

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