According to the case study, Suzys main goal when starting Joy of Chocolate was survival. Her consumer goals were to create gourmet chocolate, attention to detail and to offer a unique product.Suzy built up a good reputation by offering a unique, high quality product and by always delivering orders on time. These are her product goals.Organizational goals refer to running of the organisation so as to make the most of management skills, technology and resources. Joy of chocolates operational goals are; training for production staff to ensure a high level of expertise, support staff development. Hafiz uses job rotation to further staff knowledge and also holds a personal development review every four months to ensure that staff are given feedback.Goals which are not classed as a priority by an organisation are called secondary goals. Joy of chocolates secondary goals are; limiting the number of suppliers so as to develop a close working relationship and not run the business based on price, offering products using local produce.Suzys objective was to find fair trade suppliers.Her main policies were; health and safety, food production regulations and low wastage. Having policies in place ensures that all staff are giving a consistent approach to work and that everyone is following the same guidelines.Suzy quickly realizedthat there was a nichewithin themarket supplya wider varyof gourmetchocolates to business customers.