The organization is Cocoa Delights, majorly selling high standard chocolate having an association with the SWISS as well as BELGIAN brands. The organizational objective is to increase revenue by 6% and also increasing the market share of dark chocolate by 15% in the coming 3 years. They are also having the requirement of getting established as the national retailer of choice in respect of connoisseurs of chocolate in the next three years. The company is concentrating in becoming the market leader in gourmet chocolate in the next five years.
The company was founded in 2000, and is considered being the youngest manufacturers of gourmet chocolate in the industry. Cocoa Delights is considered to be the first Australian company that is processing more than ten different kinds of cocoa from various countries and then making the selection of only the best cocoa beans that are having the availability (Meyer 2016).
The company is considered having the highest quality Australian chocolate that is having its availability, blending locally sourced sugar, fruit, nuts as well as dairy products with cocoa that has been imported. The company will also be capitalising on the benefits regarding health regarding dark chocolate as well as provide the highest range of variety for dark chocolate as well as products modified to particular dietary needs as well as preference of the customers (Picciotto 2016). This has resulted in providing a better edge to the company over its competitors. The present market of gourmet chocolate in Australia is having an estimation of $1.5 million in annual sales having an estimated rate of growth of 10% per annum (Penrose 2013).
The goals of the company is encouraging continuous development and being the quality leader in Australia’s chocolate industry. Another significant goal of the company is trading fairly with domestic as well as global suppliers and having a sustainable behaviour. The strategic target of the company is associated with increasing the market share as well as becoming market leader in the next three years. Also, increasing the aspect of brand recognition with the help of marketing, creating awareness regarding the health benefits associated with dark chocolate as well as providing chocolate of European standard (Forsgren 2014).
Regulation and Legislation
Taking into consideration one of the advertising campaigns for Cocoa Delights which is ‘Get in touch with your dark side’ the following legislation, regulations or codes of practice will be affecting the campaign in a direct manner,
- Competition and Consumer Act 2010
- Australian New Zealand Food Standards Code
- The Code of Practice on Nutrient Claims in Food Labels and in Advertisements 1995
- Australian Association of National Advertisers (AANA) Food and Beverages Advertising and Marketing Communications Code
- Internet Advertising Networks of Australia (IANA) Code of Conduct
- Broadcasting Services Act 1992 (Cavusgil 2014)
Cocoa Delight’s advertising campaign for ‘Get in touch with your dark side’ will be having compliance with the aforementioned legislation as well as Codes of Practice in the below mentioned manner,
- Cocoa Delights will not be engaging in conduct that will be mislead or considered being deceptive
- Cocoa Delights will not be making any false claims regarding health for the content of food or the product ingredients
- Cocoa Delights will be ensuring that the packaging level of every product is having its reference in the company’s advertisements about the inclusion of a information panel regarding nutrition
- Cocoa Delights will be using every justified effort of not including any content that is forbidden by the IANA Code of Conduct in its website or campaign micro-site (Wild 2014)
The marketing as well as business plan is required being forceful to establish the position of Cocoa Delight as the ‘most prestigious manufacturer of gourmet chocolate’ within Australia. The sole intention is to make the public remember the fact that Cocoa Delight is the only company within Australia having such variety of ingredients, healthy as well as dietary alternatives. Also, there is the requirement for improving the media penetration especially to other important cities like Brisbane, Perth as well as Adelaide and not just limiting itself to Melbourne as well as Sydney. This is required for increasing the penetration within the national market.
Cavusgil, S.T., Knight, G., Riesenberger, J.R., Rammal, H.G. and Rose, E.L., 2014. International business. Pearson Australia.
Forsgren, M. and Johanson, J., 2014. Managing networks in international business. Routledge.
Meyer, K. and Peng, M., 2016. International business. Cengage Learning.
Penrose, E., 2013. The Large International Firm (RLE International Business). Routledge.
Picciotto, S. and Mayne, R. eds., 2016. Regulating international business: beyond liberalization. Springer.
Wild, J., Wild, K.L. and Han, J.C., 2014. International business. Pearson Education Limited.