Organizational Marketing Objectives Essay

2143 Words Jul 17th, 2013 9 Pages
In case study we have to appointed the new marketing manager for “Cocoa Delight” a chain of gourmet chocolate stores in Melbourne. According to case study, I must complete a viability report for each of the marketing opportunities.
The cocoa Delight has target to open 100 stores in Australia till 2016.For that they try to examine the two way either franchising or joint venture partner. The ceo help to provided with consultant report for the franchising option. They got proposal from the haigh’s chocolate on the joint venture option.

A. COST AND BENEFITS: 1. As per the IBIS report, the rate of interest are rising in very short period but expected to level out at
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1. MISSION: Cocoa delight have always been daring and unconventional creativity and innovation have been their strength and the cornerstone of our success. 2. PURPOSE: The purpose of the Cocoa delight is to establish 22 stores in the greater Melbourne area and growing to 100 stores Australia wide by 2016. 3. VISION: Cocoa delights will become a national retail brand within next five years that satisfies our customers with a range of unique, high quality dark chocolate, as well as providing exceptional customer service from our highly skilled and dedicated staff. 4. VALUES: Cocoa delight has ability to source the finest cocoa beans at prices customer believe represent value for them but also provide the organization within the require margin and financial returns.

B. STRATEGIC DIRECTIONS AND TARGETS: 1. Cocoa delight has target like by 2016 they want to see cocoa delight as a being significant retail presence in every corner of Australia starting with 22 stores in Melbourne area and growing to 100 stores in Australia. They need to change our focus from local suppliers of service to national ones and they also thinking about opportunities to save money by gaining a wider geographic benefit and choosing with a national reach. 2. Before creating business plans or making decision, it is important to check external
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