ASSESSMENT 1

BSBMKG608 - Develop organisational marketing

objectives
Assessment Task 1: (Role play and Written Report)
Organisational review

Submission details

The Assessment Task is due on the date specified by your trainer. Any variations to this arrangement
must be approved in writing by your trainer.

Submit a new word document with any required evidence attached. See specifications below for
details.

You must submit both printed copy and soft copy of your answers.

Submit printed copy of required evidences (your answers) to your Trainer with the "Assessment
Cover Sheet" (Filled out and signed appropriately) attached on top of your answers.

Upload the softcopy on the eLearning site with appropriate header and footer (Your name, student
id, unit/subject name, assessment no, page no, etc.)

The Trainer/Assessor may further prompt and question in order to receive answers of appropriate
quality or if further clarification required and to validate authenticity of your submitted work.

Assessment description
You are required to review the strategic marketing objectives for an organisation, and meet with the
CEO to confirm your understanding of the objectives (your assessor may perform the role of CEO).
You also need to complete a range of analyses to confirm and evaluate the organisation’s marketing
activities, including progress of the organisation against established strategic objectives.

Procedure
Using the case study provided, you have been asked to clarify the current status and strategic
directions of the organisation, and evaluate their previous marketing activities.

1. Develop a written statement that:

a. describes the mission, purpose, vision and values of the organisation
b. identifies strategic directions and targets for the organisation.

You are required to meet with the CEO (your assessor) and confirm that you have correctly
described the strategic directions for the organisation. After receiving confirmation, you need to
complete an organisational review:

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Abbey College Australia
National Provider No. 91136| CRICOS Registration No. 02658G
Version V2.0 Jun 2020
 1. Complete a situational analysis (including a PEST analysis) for the organisation.
2. Identify legal and ethical requirements for the organisation to address sustainability issues.
3. Describe the impact of the organisational strategic direction on current marketing activities.

4. Analyse current key products or services and major markets for strengths, weaknesses,
opportunities and threats.
5. Evaluate the effectiveness of previous marketing undertakings, including:
a. performance against established objectives (including profitability)
b. critical success factors
c. areas for improvement and lessons learned.

1. Task 1.docx

Task Specifications
You must provide:

● a written statement describing the organisation (step 1)

● a brief written summary of the meeting with your CEO (your assessor)
● a written organisational review (steps 2–6)
● maximum word limit of 1,000 words.
Your assessor will be looking for evidence of:

● your understanding of organisational objectives

● understanding and analysis of current marketing activities in relation to the organisation’s

strategic direction.

BSBMKG608 -
Develop
organisational
marketing
objectives
Abbey College
Australia
3|P
Case study
You are the Marketing Manager for ‘Cocoa Delights’, a chain of 15 gourmet dark chocolate stores in
Melbourne, specialising in creating handmade dark chocolate products. The organisation is close to
reaching its set goals and looking to activate the next phase in its development. The CEO has asked
you to undertake an organisational review. To help you get started, the CEO has provided you with:

● the Cocoa Delights marketing plan (December 2010)

● an excerpt of the annual report by the Chair (December 2010)
● a subsequent interview
● the latest IBIS report for the industry.
You review the annual report and note the following statement by the Chair of the Board.

Within the next 5 years, Cocoa Delights will become a national retail brand 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.

At the time of the annual report, the Chair of the Board was interviewed by a reporter who
made the recording available on their website. You watch and listen to the interview and hear
the following statements by the Chair of the Board.

Cocoa Delights has always been daring and unconventional. Creativity and innovation
have always been our strength and the cornerstone of our success. For our
stakeholders, we have always been about stewardship and adhering to professional
and moral standards of conduct in all that we do. For employees, we are committed to
encouraging self-directed teams; we cultivate leadership and maintain high levels of
safety. Externally, we are committed to sustainable environmental practices and
offering meaningful value to our customers.

By 2016, I see Cocoa Delights as being a significant retail presence in every Australian
capital city, starting with 22 stores in the greater Melbourne area and growing to 100
stores Australia wide.

Our market strength is our ability to source the finest cocoa beans at prices that
customers believe represent value for them but also provide the organisation with the
required margins and financial returns.

During your interview with the CEO, you ask about the changes taking place in legislation that could
impact on Cocoa Delight’s operation. The CEO explains:

There is a big push by governments on the issue of sustainability. This focuses mostly
on the environmental issues of waste management and energy conservation. In the
past, Cocoa Delights stores have been deliberately designed to be bright and

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Abbey College Australia
National Provider No. 91136| CRICOS Registration No. 02658G
Version V2.0 Jun 2020
 comfortable places to shop. This meant a significant cost in electricity usage to run the
lights and air-conditioners. With the new laws, we are going to have to find ways to
provide customers with what they want, without the high electricity usage.

Another issue that the government is looking at is having the country of manufacture
clearly stated on imported products, although at present the government is allowing
the industry to self-regulate rather than pass laws. Cocoa Delights has always practiced
this activity and is proud to be Australian made. We see this as an opportunity to
increase our market- share, as some of our competitors are selling chocolate products
that are imported from countries with a poor reputation for quality and employment
ethics.

You then ask about the new phase in the strategic plan, which the CEO describes as a big step:

We now need to change our focus from local suppliers of services to national ones,
and to think about opportunities to save money by gaining a wider geographic benefit
and choosing media with a national reach.

When asked about the current marketing plan against actual results for the year, the CEO reports:

We achieved our store growth and sales growth but our gross profit margins are
currently sitting on 46%. I think we are still below the threshold for gourmet chocolate
and hot drinks, which we predict should be at an average gross profit of 63%.
Expansion in sales and cost effectiveness are key issues here. We have spent $60,000
on radio advertising and $280,000 overall, including PR, magazines and direct
marketing. While this radio advertising expenditure achieved sales results, it was at a
significant cost that was not initially planned for. PR has been particularly useful,
resulting in many write-ups on our unique offer.

The customer loyalty lists had achieved a total of 34,500 and a survey indicates that
58% of people in the target market recognise the Cocoa Delights brand and what it
represents.

Overall, our SWOT analysis in 2010 is still valid for today. Not much has changed in
that regard.

Studying the latest IBIS report for the industry, you note the following differences between Cocoa
Delights’ marketing plan from 2010 and their current situation.

● Interest rates are in fact rising.

● Unemployment has also risen to 5.8%.
● The social trend towards people eating chocolate is growing stronger than anticipated.

● Broadband rollout has been delayed, putting on hold some of the organisation’s internet
marketing plans.
BSBMKG608 - Develop organisational marketing objectives 5|Page
Abbey College Australia
National Provider No. 91136| CRICOS Registration No. 02658G
Version V2.0 Jun 2020