Student Signature:

Date:

Administration: Rec’d

Date:

1. Make sure you have read the Learner Guide and accessed the required text (hard copy or digital) prior to commencing and completing any of the questions and activities in this Comprehensive Project.

2. If you are unsure of the requirements of a question, activity or project – please contact your trainer for clarification. Reasonable adjustment options are available however this must be arranged with the Training Department prior to assessment.

3. You must ensure that you have attempted and completed all assessment tasks; written questions, case studies, activities and projects in the Comprehensive Project prior to submitting this for marking.

4. You are required to submit your completed assessment to the Training Department administration department. Please attach a cover sheet prior to submission.

5. Written responses

Written questions require in-depth responses and one-line answers may not be sufficient to be deemed satisfactory. There is no specific word count required for any assessment and the size of the answer boxes in the Comprehensive Project are not indicative of the required length of your answers.

6. A general rule of thumb is to use as many words as you need in order to demonstrate your full understanding of the knowledge and/or skill component. This may differ greatly between candidates in line with varying individual language and literacy skills. Ensure you answer all questions.

7. When conducting online research

You must always provide the website link/s when sourcing information from online sources such as academic journals, industry websites and resource centers.

8. Referencing

Ensure your work is referenced to prevent plagiarism. For more information on plagiarism and referencing, refer to the Student Handbook.

9. Assessment naming protocol

Prior to submission, your Comprehensive Project must comply with the assessment name protocol below. This should be placed as a “footer” in your assessment.

10. The file name must follow this format: your full name_unit code

11. You must not delete or alter any sections or wording in the learner workbook.

12. All of the above items must be adhered to. Failure to do so will result in your work being returned to you, delaying the marking of your assessment.

Background

As a Senior Manager you are required to analyse internal and external business environments, and develop and evaluate marketing strategies and plans for products and services. You are responsible to develop marketing strategies for a new or existing product or service, a small or medium-sized business organisation, a destination or a specific project, such as an event.

Your responsibilities include the following:

• Collect and analyse information on the internal business environment

You are to confirm core activities, customer base, business values and current business direction and identify and analyse information on current and past marketing and its effectiveness.

You must review business performance information to identify strengths, weaknesses and critical success factors, and identify and record current capabilities and resources, including the need for specialist assistance. You must record and report information according to organisational requirements.

• Collect and analyse information on the external business environment.

You must identify and analyse information on expected market growth or decline, and associated risk factors and record and analyse projected changes in the labour force, population and economic activity. You are required to gather and analyse comparative market information and identify and analyse industry and customer trends and developments, including emerging technologies and innovations. You must identify and analyse legal, ethical and sustainability requirements and potential business impacts, and record and report information according to organisational requirements.

• Develop marketing strategies

You must identify and analyse opportunities based on internal and external market analysis and explore new and innovative marketing approaches. You will need to develop marketing strategies that are consistent with direction and values of the organisation, in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.

• Prepare marketing plan

You must formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets and provide timely opportunities for colleagues to contribute to marketing plan.

You will need to submit marketing plan for approval according to organisational policy.

• Implement and monitor marketing activities.

You are required to implement and monitor activities detailed in plan according to schedule and contingencies and produce marketing reports according to organisational policy. You will need to share information on marketing activities with operational staff to maintain awareness of current organisational focus.

• Conduct ongoing evaluation

Lastly you are responsible to evaluate marketing activities using agreed methods and benchmarks and make adjustments according to evaluation. You will need to communicate and implement agreed changes.

Part 1

Introduction into the organisation

Part 2

Theoretical Questions

Q 1 - 46

Part 3

Organisational Context – Internal /external business environment

Organisational context questions

Choco Cacao / chosen organisation

Q 1-17

Part 4

Organisational context – Develop Marketing Strategies

Consultation

Q 1 – 12

ODC 1

Part 5

Organisational context – Develop Marketing Plan

Implementation of Marketing Plan

Marketing Report

Q 1 – 6

ODC 2

Template

Part 6

Organisational context - Monitor your marketing activities and conduct ongoing evaluation

Q1 - 6

Observation Checklist

Observation Checklist 1 & 2

Appendix

• Appendix 1 – Choco Cacao Project Background
• Appendix 2 – Choco Cacao Communication and Report Writing Policy
• Appendix 3 – Choco Cacao Environmental Management Policy

Reference table

List of legislation, regulations and code of practices

Name of the organisation

Industry in which the organisation operates

Address and contact details of the organisation

Brief overview of the organisation and your responsibilities

An organisation chart showing key departments and positions

1. What sources can you use for information on the effectiveness of current and past marketing strategies? List 6 sources.

1

2

3

4

5

6

2. What are the aspects of the business must you consider before you start the planning of your marketing strategies?

3. What does the term “environmental scanning” mean? Your response must be 100 words in length.

4. What is market segmentation? Provide 8 examples of how the market is segmented.

Market segmentation: Your response must be 40 words in length.

Examples of segmentation:

1

2

3

4

5

6

7

8

5. Explain why is it important to review performance information?

6. Explain what a SWOT analysis is and how it can help you plan for the future? Your response must be 50 words in length.

7. What 3 aspects do you need to consider when assessing your establishment’s current capabilities?

8. What 3 aspects do you need to consider when assessing your establishment’s current resources?

9. During the planning of a marketing campaign and, through your research, you identify that none of your staff have the skills to use the appropriate technology to put together a marketing flyer. What should you do?

10. Who needs to know about the internal business environment? Your response must be 50 words in length.

11. Public demand for one of your services was at its peak six months ago. Recently, the demand has dropped off and you’re considering removing the service from your website altogether. Which phase of the market is the service currently in?

12. Explain 4 ways a change in labour force or economic activity might affect your customers and the establishment you work in. Your response must be 50 words in length.

13. What is meant by ‘best practice’ when analysing comparative market information? Your response must be 50 words in length.

14. How can you find out about emerging industry and customer trends and developments, technologies, and innovations? Your response must be 50 words in length.

15. Research is the only way to find out about the laws that impact all business operations. How can you keep up to date with the legal requirements of your business? What sources can you use?

16. What does the term ‘ethical constraints’ mean and how does it relate to marketing? Your response must be 50 words in length for each answer.

Ethical constraints

How does ethical constraints relate to marketing?

17. How does environmental legislation impact on work practices?

18. Who needs to know about external market information?

19. Explain the difference between marketing objectives, strategies and tactics? Your response must be 50 words in length.

Marketing objectives

Marketing strategies

Tactics

20. How does analysing the internal and external environment help you identify marketing opportunities? Your response must be 50 words in length.

21. What are the benefits of internet marketing? Your response must be 50 words in length.

22. What is meant by the term ‘price penetration’ when referring to marketing strategies? Your response must be 50 words in length.

23. A business that values customer service excellence has planned to reduce costs by employing inexperienced staff. This creates additional funding to use on large marketing campaigns. How might this decision affect the organisation? Your response must be 30 words in length.

24. Explain what type of advertising is against the law? Provide 3 examples. Your response must be 100 words in length.

25. What is meant by the use of ‘ethical’ marketing tactics? Your response must be 60 words in length.

26. Why is it important to consult with staff during the early stages of planning? Your response must be 50 words in length.

27. List the typical inclusions of a marketing plan.

28. What would you typically include under the ‘marketing tactics’ component of your marketing plan?

29. What information would you include under the ‘marketing budget’ component of your marketing plan?

30. How many products would you need to sell to break even if the fixed cost to produce the product was $200 and the variable costs $5 per item? The product is currently sold for $15.

31. Why should you allow staff to contribute to the marketing plan? Your response must be 40 words in length.

32. Who is responsible for approving marketing plans? Your response must be 40 words in length.

33. What document should you refer to when implementing and monitoring marketing activities?

34. Unforeseen events can occur and change the course of your path and the likelihood of you achieving your marketing objectives. Provide 3 examples of such events.

35. You notice that things are simply not working out as you’d planned. What should you do? Your response must be 40 words in length.

36. What’s the purpose of producing marketing reports?

37. List 3 types of software programs that can simplify the process of producing marketing reports.

38. What is the most effective way you can maintain the ongoing commitment and involvement of your staff? Your response must be 50 words in length.

39. Why must the evaluation of marketing activities be an ongoing process? Your response must be 40 words in length.

40. Through your ongoing evaluation, you determine that things are not heading in the right direction, so you make some minor adjustments to your original plan. What is your next step?

41. Before developing marketing strategies and plans, it is important to review all the organisation’s performance information. Explain why it is important to review the following current capabilities of the organisation?

Current Capabilities

Explain why it is important to review the following current capabilities of the organisation?

Communication capabilities

E-business capacity

Hours of operation

Staff skill levels

42. Before developing marketing strategies and plans, it is important to review all the organisation’s performance information. Explain why it is important to review the following existing resources of the organisation?

Existing Resources

Explain why it is important to review the following existing resources of the organisation?

Equipment Capacity

Financial resources

Human resources

Location and position

43. When conducting a market comparison, it is important to research the following areas. Explain why?

Areas

Explain why it is important research the following areas?

Competitor information

Benchmarking

Best practice information

44. Explain how the following Laws, Acts and Regulations impact marketing activities. Your response must be 150 words in length.

Law, Act and/or Regulations

Explain impact on marketing activities

Australian Consumer Law 2010

Copyright and intellectual property  laws (IP)

Privacy Act 1988

Specific issues arising from the use of new technologies e.g. websites

45. There are ethical responsibilities in relation to marketing activities. Research and explain how it relates to the aspects listed below. Your response must be 40 words in length.

Ethical responsibilities in relation to the following:

Explanation

Appropriate use of images and text

Codes of practice

Protection of children

Targeting of particular groups in the community

46. There are sustainability considerations, opportunities and constraints that must be adhered to in relation to marketing activities. Research and explain how it relates to the aspects listed below. Your response must be 100 words per answer.

Sustainability considerations:

Explanation 

Cultural and social responsibilities

Economic sustainability of marketing initiatives

Resource conservation and waste minimisation

Topic 1

or

Topic 2

Choco Cacao Project background

Use an organisation/business that you are familiar with.

Topic 1 Instructions

Topic 2 Instructions

Read the Choco Cacao Project Background at the end of your assessment (Appendix 1, 2, 3)

Obtain information regarding Marketing Strategies about this organisation/business as well as communication and reporting policies related to marketing.  Discuss the organisation with your Trainer. Provide all information to your Trainer upon submission of your assessment.

1. What product or service have you selected as the basis for your project?

2. Provide an outline of your chosen business / organisation’s core business activities?

3. What is the organisation’s customer base? Your response must be 50 words in length.

4. What are the organisation’s values and current business direction? Your response must be 50 – 100 words in length.

5. Describe current and past marketing conducted by the organisations and its effectiveness. Your response must be 100 - 150 words in length.

6. What is your organisation’s current capabilities and use of resources? What are the areas for which the organisation may require the need for specialist assistance?

7. What products/services are underperforming and what is causing the poor performance in your chosen organisation? Why is this important to the planning process? Your response must be 50 – 100 words in length.

8. Which companies are major competitors of your chosen organisation? Your response must be 50 – 100 words in length.

9. What is the expected market growth or decline, and associated risk factors of your chosen organisation? Your response must be 50 – 100 words in length.

10. Describe any projected changes in labour force, population or economic activity that may impact on operations at the business or organisation you have chosen. Your response must be 50 – 100 words in length.

11. Gather and analyse comparative market information regarding your chosen organisation. How does this compare with your organisation?  Your response must be 50 – 100 words in length.

12. What are the emerging issues, technologies, customer trends or developments that impact on operations at the business or organisation?

13. What are any of the legal, ethical, and environmental or sustainability constraints that impact on operations at the business / organisation? Your response must be 100 - 150 words in length.

14. Complete a SWOT analysis for the organisation/business you have chosen.

Strengths

Weaknesses

Opportunities

Threats

15. What are the critical success factors for your chosen organisation?

16. What sources of information did you use to complete this assessment activity?

17. How must you record and report information according to your chosen organisation’s organisational requirements/policies for the following areas? If you have chosen Choco Cacao as your project background, refer to Appendix 2 – Communication policy.

If you have chosen an organisation you are familiar with, ensure to provide the information to your trainer and base your answer on the policies of the organisation.

How to record or report on information for the internal business environment, according to organisational policies.

How to record or report on information for the external business environment, according to organisational policies.

1. Based on your discussion with the relevant stakeholders, what opportunities were identified and analysed based on your internal and external market analysis?

2. What new and innovative marketing approaches were explored?

3. What are the 3 Marketing strategies that have been identified during the consultation process your relevant stakeholders.

Ensure that your marketing strategies are consistent with the direction and values of the organisation and includes the identified current and relevant marketing issues, details a realistic implementation and monitoring program specific to the product or service and explains details of marketing techniques and distribution networks specific to the product or service. Include opportunities presented by new technologies for the chosen organisation.

Provide a detailed explanation of your strategies below.

Marketing Strategy

Marketing Strategy

Marketing Strategy

  4.  Explain why you have chosen these strategies and what you hope to achieve by

       implementing them. Your response must 50 – 100 words in length.

5. Define the organisations or product/service’s USP (unique selling position). Your response

    must be 50 – 100 words in length.

 6. What is your desired market position? Your response must be 50 - 100 words in length.

7. Define the 7Ps in the marketing mix and how they relate to the strategies you developed.

7Ps

How do they relate to the strategies?

1

Product

2

Price

3

Place

(distribution channels)

4

Promotion

5

People

6

Process

7

Physical evidence

8. List any legal or ethical constraints that apply to your planned marketing strategies. Your    response must be 50 – 100 words in length.

9.  Who would you consult with when developing appropriate strategies and a marketing plan

     for your chosen organisation?

10. Describe what technology could be used to assist you with marketing strategies.

11. Outline the costs that could be incurred in implementing the proposed marketing strategies.

12.  What legal, ethical and sustainability considerations must be included in your marketing

       strategy?

1. You are required to develop a Marketing plan based on the responses you have provided in Part 3 and Part 4 of this assessment.

Develop a marketing plan using the marketing plan template below. Ensure you complete all aspects of the Marketing Plan template, providing detailed information for the Marketing Plan and including all relevant bar graphs / pie charts / spreadsheets where required.

Ensure you complete all areas of the template, to cover the following aspects:

• Identification of current and relevant marketing issues
• Ensure you include priorities, responsibilities, timelines, and budgets
• Detailed, realistic implementation and monitoring program
• Details of marketing techniques and distribution networks
• Opportunities presented by new technologies for the business/organisation

When completing the financial section of the marketing plan, provide closely related actual figures or budgets.

Marketing PLAn TEMPLATE

Marketing plan

<insert COMPANY NAME here>

AUTHOR: <insert here>

DATE CREATED: <insert here>

Table of contents

1. Executive Summary
2. The Business
3. Products/Service
4. Situational Analysis
   1. Market Needs
   2. Market trends and developments
   3. Market growth or decline
   4. SWOT analysis
   5. Competitor analysis
5. Market summary
   1. Market position
   2. Target Market
   3. Demographic
   4. Geographic
   5. Psychographics
6. Market Objectives
7. Market Strategies
   1. Price strategies
   2. Place strategies
   3. Customer service strategies
8. Marketing tactics
9. Marketing budget
   1. Financial objectives
   2. Sales and expenses forecast
   3. Marketing expense forecast
   4. Break-even analysis
   5. Assumptions
10. Controls
11. Implementation and monitoring process
12. The monitoring processes
13. Appendix

1.        Executive summary

2.        The business

3.        Product/service

4.        Situational analysis

Complete a SWOT analysis

5.        Market summary

6.        Marketing objectives

7.        Marketing strategies

8.        Marketing tactics

9.        Marketing budget

Financial Objectives

<insert Financial Objectives here>

Sales and expense forecast

<insert Sales and expense forecast here>

 <include bar graphs/pie charts/spreadsheets here>

Marketing expense forecast

<insert Marketing expense forecast here>

 <include bar graphs/pie charts/spreadsheets here>

Break-even analysis

<insert Break-even analysis here>

Assumptions

<insert Assumptions here>

10.      Controls

11. Implementation and monitoring process

Include the Marketing Implementation Plan

12.  The Monitoring processes

14. Appendix - Include all other appendixes required for your Marketing Plan.

<insert other appendixes here>

2. You are required to implement your Marketing plan by presenting the marketing plan to all relevant stakeholders. During the presentation:

• All stakeholders must ask 2/3 relevant questions related to the presentation.
• Keep all stakeholders actively involved by asking questions during the presentation. 
• Provide opportunities to all stakeholders to make contributions to the Marketing plan.

The presentation of your marketing plan must demonstrate your ability to produce accurate, neat and professional business documentation. Your presentation will be assessed using Observation Checklist 2.

Answer either 3a or 3b, dependant on your workplace situation.

3a. Where possible, and authorised by the relevant authority, you are required to implement and monitor the marketing plan in the business/organisation or training environment.

After your presentation you must consult with your manager and trainer/assessor regarding implementation of your marketing plan. The timeframe for implementation will vary depending on the strategies documented in your marketing plan. Timeframes should be confirmed with your manager and trainer/assessor prior to the commencement of this task.

During the period of implementation and monitoring, evaluate your marketing strategy and plan against the following criteria:

• Consistency with overall marketing direction
• Exposure achieved
• Penetration of target market
• Cost-effectiveness of financial and human resources
• Completion of strategy within established timeframe
• Recommendations for strategic responses based on evaluation.

You are required to write a brief marketing report about your observation, evaluation, implementation and monitoring of your marketing activities. (Part 3-6), using the report writing guidelines for your chosen organisation. Your report must be 250-350 words in length. Use the template below for your marketing report.

OR

3b. If you are not authorised to implement your marketing plan in the workplace, or if you are

      not currently employed in a workplace, you are required evaluate your own marketing

      strategy and plan and answer the following questions about the possible implementation,    

      monitoring and evaluation of your marketing strategy.

You are required to write a brief marketing report about your considerations, observation, evaluation, implementation and monitoring of your marketing activities. (Part 3-6), using the report writing guidelines for tour chosen organisation. Your report must be 250-350 words in length. Use the template below for your marketing report.

Include the following in your report:

Marketing Report template

4. Who did/would you consult with during the development of your marketing plan?

5. Why is it important to involve others in the planning process?

6. You are required to obtain approval for you Marketing Plan from the CEO / Trainer / relevant Stakeholders of your chosen business/organisation.

Email a copy of your Marketing Plan to all relevant stakeholders (and your Trainer) to obtain feedback and approval of your Marketing Plan.

Submit a copy of the email response from your CEO and/or Trainer, indicating that you have obtained approval for the Implementation of your Marketing Plan. You may attach a copy of your email to your assessment.

Include email response below:

1. Briefly outline the steps you took to implement your plan. If you have not been authorised to implement your plan in the workplace, outline the steps you would take.

2. How did you/would you document each stage of implementation?

3. How did you/would you monitor your marketing plan?

4. How did you/would you ensure the marketing activities are implemented in a cost-effective manner?

5. Did you need to adjust your marketing plan during the implementation or monitoring stages? If so, briefly describe the adjustments you made and why. If not, briefly outline under what circumstances you might need to adjust your marketing plan?

6. How would you communicate and implement agreed changes after adjustments have been made? Who did you inform/would you inform when making adjustments to your marketing plan?

Assessment Instrument – Observation/Demonstration of competency – Role-play

RTO Name and Code:

Golden wattle group Pty Ltd T/A Meridian Vocational College 45039, CRICOS 03551M

Student Name:

Student ID:

MVC00000

Assessor Name:

Primary Unit to be assessed

SITXHRM007 – Develop and Implement marketing strategies

Pre-requisite

Nil

Date Pre-requisite assessed

____/____/2020 (evidence of competency recorded on file)

Assessors to initiate credit transfer application if required. Competency in the pre-requisite unit must be evident prior to assessing this unit.

Related documentation

Evidence from the following tasks is included in this assessment. The evidence supplied and reviewed has been assessed as meeting all requirements for the unit of competency and Assessment requirements.

Note: All evidence must be supplied and have had a judgement decision of’(S) satisfactory applied, for a final unit outcome of ‘competent’ to also apply.

? MVC Theory assessment

? SAR (Student assessment record)

? AML-C Assessment marking list- Class

Location of assessment

MVC Training facility- Simulated workplace

Project background – Choco Cacao                                                                                                                                                                                                

Business Philosophy

Choco Cacao offers Australians the opportunity to enjoy chocolate of the quality usually associated with Swiss and Belgian brands whilst feeling secure in the knowledge that Choco Cacao is committed to upholding fair-trade practices and supporting sustainability both within Australia and internationally. By combining innovation, creativity and artisan expertise Choco Cacao will achieve customer satisfaction levels which surpass its rivals.

Choco Cacao will use state-of-the-art production equipment and more than ten different varieties of fine cacao from several countries including Papua New Guinea, Ghana, Brazil, and the Dominican Republic, to guarantee high-quality chocolate production. Our corporate philosophies are reflected in our customer-oriented management and operations, providing excellence, and ensuring uncompromised quality in our products and services. The ongoing effort to expand our existing market and create new markets.

Introduction

Choco Cacao is the first company in Australia to process more than ten different types of cacao from several countries, selecting only the finest cacao beans available. With chocolate factories in the Barossa, we currently manufacture and distribute exclusive handmade, partly handmade and machine-made chocolate products. Choco Cacao was established in 2000 by John Smith.

Choco Cacao now has a significant retail presence in every Australian capital city, with 18 stores in the Adelaide, Melbourne, and Sydney, and growing to 50 stores Australia wide by 20XX.

Choco Cacao plans a new chocolate product range. The “Dark Chocolate Glee” range has recently been expanded and now gives dark chocolate connoisseurs the choice of 70%, 80% and 90% cacao content and allows dairy intolerant customers, vegans, organic eaters and those on strict, low G.I. diets to partake in the delightful indulgence they may have previously thought was off limits.

Vision

Choco Cacao will become a national retail brand that satisfies our customers within the next 5 years, with finest quality gourmet Australia chocolate with sustainable behaviour and innovation, as well as providing exceptional customer service from our highly skilled and dedicated staff.

Choco Cacao will be the highest quality Australian chocolate available, blending locally sourced sugar, fruit, nuts and dairy products with imported cacao. Choco Cacao will capitalise on the health benefits of dark chocolate and offer the largest range of dark chocolate varieties and products tailored to specific dietary requirements and customer preferences (dairy-free, low G.I., organic, etc.). This will make us unique and mean that we are the only company capable of satisfying this under-met need in the national marketplace.

The gourmet chocolate market in Australia is currently estimated at $1.5million in annual sales with a projected growth rate of 10% per annum. The enthusiasm of Choco Cacao’s management as well as its employees will greatly stimulate the envisioned growth.

Purpose statement

The Choco Cacao has as purpose:

♣ Reducing the environmental impact caused by their production and distribution processes.

♣ To be the highest quality Australian chocolate available, blending locally.

♣ To become the gourmet chocolate market leader within 5 years.

♣ To become a national retail brand for chocolate connoisseurs within the next 5 years.

♣ To communicate the health benefits of the “Dark Chocolate Glee” chocolate products through

    campaign as advertising and social media.

Business goals/mission

Choco Cacao is committed to becoming the leader in the Australian market for premium quality chocolate and maintaining a company culture which fosters and encourages continuous improvement.

Our mission is to provide Australian consumers with the highest quality chocolate on the market whilst maintaining the promise to trade fairly with both local and overseas suppliers, promoting sustainable behaviour and reducing our ecological footprint.

Values of the organisation

♣ Sustainability and high quality.

♣ Combination of innovation creativity and specialising handmade dark chocolates.

♣ To provide exceptional Customer service

♣ Expansion and growth Strategic directions and targets for the organisation

♣ To create awareness of health benefits of dark chocolate.

♣ To increase market share and become national retail brand.

The past year’s business and marketing strategy performance:

• The business growth in the past year was steady, with an annual profit of 5%, however the potential for growth exists. The past year’s target was set at 10%, therefore performance did not meet expectations.
• Current products and services / markets:

Services / markets are can be expanded, due to new customer trends and preferences.

Product range may need to be expanded, to include a sugar-free range.

Sustainability / environmental concerns for packaging of products may become a problem in future.

‘After sales service’ project was not implemented.

New markets need to be investigated e.g. China and India.

Mixed nut chocolate bar is a product that is not selling well, indicating possible removal of product from the product range.

Some concerns were raised related to poor customer service as certain stores. This was investigated and training was provided to relevant staff.

New technologies, trends and developments need to be investigated, for example, 3D chocolate printing, alternative processing technologies and robot technology.

Ethical sourcing / sustainability of chocolate must be maintained, reducing likelihood of being linked to child labour, slavery, deforestation, and low wages.

• Past Marketing opportunities were inadequate, resulting in a smaller growth in the market than was expected. 

The “Choco Cacao Club” loyalty program was not implemented due to lack of growth in revenue.

Marketing opportunity for special events, e.g. Christmas, Easter, Mother’s Day etc, need to be given greater attention.

Use of the internet and marketing through social media and apps need consideration. Expanding marketing opportunities to gain market share should be investigated.

• Projected labour force growth is set to be steady.
• Analysis of competitors needs to be completed to improve future marketing strategies.

The need to identify prices that are being charged for their products, their quality, guarantees offering and consistency in product provision, advertising techniques, special offers and reputation.

Strategic direction 20XX

Choco Cacao will try to capitalise on the social trend of consumers being more health conscious, by promoting the health benefits of dark chocolates and offer the largest range of dark chocolate varieties and products. Customers also want to try new and exciting chocolate experiences, wanting to try chocolate in cocktail, alcoholic, coffee and tea flavours in chocolate.

Choco Cacao has the following approach to pricing, distribution, advertising and promotion and customer service:

• Cost of Pricing: the product cost is 40% of the total retail price
• Cost of Distribution: Choco Cacao chocolate products are distributed through a chain of retail stores which customers can access easily
• Cost of advertising and promotion: Targeted advertising on TV, Radio, the internet and in the press will form the foundation of Choco Cacao’ advertising and promotion effort
• Cost of Customer service: Choco Cacao’ philosophy is that every customer’s experience in a Choco Cacao store must be special and rewarding as our chocolate.

Choco Cacao seeks to fulfil the following benefits that are important to our customers

• Quality – highest quality Australian chocolate, using locally source sugar, fruit, nuts and dairy products and imported cacao
• Competitive pricing - because products are locally made, they are competitively priced, relative to comparable high-end European confectionery
• Product choice – the “Dark Chocolate Glee” product range includes organic, dairy-free and low G.I. products
• Social responsibility – Choco Cacao make fair trade and sustainable practices a key part of their marketing message

Choco Cacao seeks to be up to date on the latest trend data. Research and customer surveys can be used to expand on this area.

Sustainability is also gaining attention, focusing on the environmental issues of waste management and energy conservation. Stores have been designed to be bright and comfortable places to shop, but electricity usage is high, and costs are significant.

In the last CEO briefing the CEO said: “We have achieved our store growth and sales growth, but our gross profit margins are currently sitting at 30%. I think we are still below the threshold for gourmet chocolate, which we predict should be at an average gross profit at 54%. Expansion in sales and cost effectiveness are key issues here. We have spent $50 000 on radio advertising and overall, $150 000, on direct marketing, PR, and direct marketing. Other avenues can be explored. Ur customer loyalty lists has achieved a total of 35 600 and a survey indicates that 46% of people in the target market recognize our brand and what it represents. We have a sound financial position, with adequate resources to use to help us expand our markets.”

Objectives for 20XX:

Business objectives:

• To exceed company growth targets by 5% in the next 12 months
• To optimise market penetration of target customer groups and markets
• Increase brand awareness for” Dark Chocolate Glee” by 10% for target audience this year
• Increase market budget, which is relatively low compared to other businesses
• Increase products market reach and presence from major shopping centres to include smaller suburban areas.
• Maintain ethical sources of chocolate

Marketing objectives:

• To persuade 15% of our main competitors’ customers to switch brands
• To increase awareness of the Choco Cocoa website
• To increase Facebooks friends by 10%
• To increase followers on Twitter by 10%
• To expand market reach
• To increase brand awareness
• To establish Choco Cacao as a respected chocolate maker
• To communicate the health benefits of our Dark Chocolate range
• Analysis of competitor environment to better situated the company for 20XX

Advertising objectives:

• Run a “Dark Chocolate Glee” email campaign, receiving 150 000 responses for the campaign, with a 30 % purchase target
• Achieve 250 000 hits on the website for the “Dark Chocolate Glee” campaign

Access rights

All Staff

Approval requirement

Chief Executive Officer

Version

1.0

Date

Dec 20XX

Next review date

Dec 20XX

Change record:

Version

V1

Date

May 20XX

Channel

Purpose

Staff Bulletin

Dissemination of information from CHOCO CACAO Executive to staff which is important and relevant to their interests, including training, employment vacancies and significant announcements.

Staff surveys

Used to gather information and feedback from staff.

Staff newsroom on staff website

Provides important information for staff in an easily accessible location.

Enterprise social networks (eg. Workplace by Facebook)

Used by groups of staff to collaborate and communicate on projects online.
Used by staff to share and comment on work-related ideas, news and activities.

Staff feedback email address on staff website

Made available for staff to contribute feedback and ideas for improvements.

All Staff emails

Used for important messages to staff from CHOCO CACAO Executive. Staff members are required to read authorised all staff emails.

Emails sent to Distribution Lists

Used to inform groups about important information as well as to promote upcoming events and activities.

Template That is to be used:

Your report must include a comprehensive summary of results and at a minimum include the following:

A title page: Include title of the report, client names, business name and author names.

The title page should look clean, professional, and aesthetically pleasing.

A table of contents

Summarise the report in the executive summary.

The executive summary is a short explanation of business information in your market research report. 

Introduction

Write an introduction, which addresses background information, function of the business and objectives of the business and reasons for the research project.

Share your findings based on the research and how it affects the business.

Write a brief report on the research project and the findings in the report. Include

• Methodology & analysis about the research
• Confirm validity of information and data obtained by market research
• Review relevance and usefulness of findings against research objectives outlined in market research project plan
• Assess performance of project against all relevant elements of market research project plan and work plans
• Measure stakeholder satisfaction with research process and findings
• Outcomes – discussion and summary of results of the research

Conclusion

Explain in-depth in a clear presentation format. State your conclusions and call the reader to action. Your conclusions should be stated in broad form and directly address results found in your research. Never draw conclusions your findings do not directly support.

Recommendations

Make recommendations based on the analysis of the research.

Bibliography

References