Cocoa Delights Aims And Objectives Essay

Marketing objectives should be presented to the CEO in written format, and respond to each of the following statements:

1. Compatibility: How is the objective compatible with the organisation’s strategic direction and purpose?

To achieve this, we have 5 priorities:

 Building a customer and store-led culture and team

 Generating sustainable sales momentum in Food

 Evolving our Drinks business to provide even more value and convenience to customers

 Empowering our portfolio businesses to pursue strategies to deliver shareholder value

 Becoming a lean retailer through end-to-end process and systems excellence

It all starts with building a great retail team that listens to customers, team members and suppliers. Through our Voice of the

The CEO explains that Cocoa Delights has approximately 18 % of the Melbourne gourmet chocolate market, and they expect to replicate and increase this rate in the long-term for every capital city in which they operate. From a position of dominance, the company is able to achieve its sales targets, as well as the gross margins required to succeed.

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 this target. The company will need to ensure that it complies with the competition rules set by the ACCC for the market dominant player. To achieve this share, it is very important that stores achieve their break-even target of $3 million. It is estimated that new markets will need to achieve about 15% market share before break-even sales levels are secured.

Working closely in this area with the joint venture partner should open doors to established marketing channels that will ensure the achievement of this target. Legal agreements with Haigh’s Chocolates, covering a Cocoa Delights veto right, will ensure that all marketing is conducted in a clearly defined ethical and legislative compliant way. The following notes are from your Haigh’s Chocolates proposal