Assessment 1- BSBMKG608.docx - Assessment 1 (Role play)...

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Assessment 1(Role play) Organisational reviewBSBMKG608 Develop organisational marketing objectives--------------------------------------------------Miss Wipawadee KruasangStudent id: 2521Cacoa Delights started its operation in 2000 as localchocolate manufacturer. However, Cocoa Delights is one of theyoungest chocolate manufacturers in the gourmet chocolateindustry of Australia. The organization sticks to its core valuesand strategic direction to achieve its organizational goals.MissionCocoa Delights is committed to becoming the leader in theAustralian market for premium quality chocolate andmaintaining a company culture which fosters and encouragescontinuous improvement. Our mission is to provide Australianconsumers with the highest quality chocolate on the marketwhilst maintaining the promise to trade fairly with both localand overseas suppliers, promoting sustainable behaviour andreducing our ecological footprint.Purpose1. To increase revenue by 6% yearly over the next threeyears.2. To become the gourmet chocolate market leader withinfive years.3. To become established as the national retailer of choicefor chocolate connoisseurs within the next three years.4. To increase our share of the dark chocolate market by15% over the next three years.5. Establish Cocoa Delights as Australia’s most respectedchocolate makerVisionWithin the next 5 years, Cocoa Delights will become anational retail brand that satisfies our customers with a rangeof unique, high quality dark chocolate, as well as providingexceptional customer service from our highly skilled anddedicated staff.
Assessment 1(Role play) Organisational reviewBSBMKG608 Develop organisational marketing objectives--------------------------------------------------Miss Wipawadee KruasangStudent id: 2521ValuesFair trade practices at national and international level.Sustainability and high quality.Combination of innovation creativity and artisan expertise.Customer oriented management.Expansion and growth.To provide exceptional Customer serviceStrategic directionCocoa Delight’s marketing strategy will seek to createcustomer awareness of the Dark Decadence product line, andthen work towards building customer loyalty and referrals.The message that Cocoa Delights will seek tocommunicate is that Cocoa Delights offers the highest qualityAustralian chocolate available and the largest range of darkchocolate varieties in the country. This message will becommunicated through a variety of tactics, including a mini-movie advertisement which will be shown on TV and the

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