The paper 'Gabriel Chocolate Marketing Plan" is a great example of a marketing case study. This report develops a marketing plan for the development of a new chocolate-coffee brand for the Gabriel chocolate Company. In this regard, the report argues that with the unique coffee and chocolate, blending, the brand will acquire an increased consumer base both domestically and internationally. Citing a discriminative pricing strategy in a range of between $15 to $20, the report argues that with the adoption of both direct and indirect distribution as well as mainstream and internet marketing, the brand reputation and recognition will be enhanced.
Further, the report asserts that due to its unique value proposition and a growing Australian economy and tourism industry, the proposed brand is bound to be a success. Therefore, the report offers a viable approach through which Gabriel Chocolate Company will not only diversify its consumer base but also establish a sustainable market competitive edge into the future. However, in order to make the proposed plan a success, the organization must be ready to face a marketing, product acceptance and financial challenges decisively. 1.0 Introduction The Gabriel Chocolate Company has served the Australian market, especially the South West region, since 2011.
In this regard, as a forum to develop a unique market approach, the organization adopted the process of bean to bar production system, manufacturing chocolate bars from individual bean sources such as Ghana and Venezuela. As such, the organization manufactures individual chocolate flavours branded, packaged, and marketed as per the origin of the beans. However, this report argues that the current marketing system and brand portfolio is not enough to guarantee future organizational development. This marketing plan focuses on a preliminary evaluation of the organizational internal analysis through a SWOT analysis tool from which the organizational competitiveness and unique attributes are deduced.
Moreover, the report develops a critical evaluation of the proposed product offering, its pricing system, consumer base, as well as the proposed distribution system. Therefore, this develops a critical evaluation on avenues through which the proposed product will mitigate the established organizational weaknesses, overcome threats or take up the listed future opportunities. Finally, the marketing report develops a review of the probable marketing tools and approaches for the new proposed brand.
In this regard, the report develops three sample notice advertisement posters 2.0 SWOT Analysis Strengths Weaknesses One of the strengths demonstrated by the organizational products is the use of the handmade chocolate products, an approach un-applied by others in the market. As such, this increases organizational product quality. A second organizational strength is the different chocolate products, branding and packaging based on the origin of the beans. In this case, the separate packaging of each of the products allows for the development of a wide variety base of natural chocolate flavors from which consumers can select and choose from.
In this case, unlike the other commercial competitors blending their coffee products, the organizational natural taste retention on each of the chocolate products offers it added market operation strength. A third organizational strength is its target market, focusing not only on the traditional chocolate consumer base but expanding to explorers and new and potential consumer base by providing them with tuition and testing sessions and competitions through which new consumers are encouraged to try out the various chocolate flavors, thus successfully introducing and recruiting them into the chocolate products industry.
Therefore, this offers the organizational the strength to increase and diversified consumer base, breaking from the traditional chocolate consumer base, as adopted by its competitors. Despite its operational strengths, the organization has a wide range of weaknesses. One of the key organizational weaknesses is reduced production rates. The adoption of the hand-making approach has reduced the mass and quantity of chocolate products produced by the venture. Therefore, this reduces the overall organizational earnings and profit capability. In fact, as compared to its market competitors, the organization fails to meet its production thresholds and consequently their profit earnings. A second organizational weakness is a low market and consumer base.
In this regard, over its 3 years operations has confined its operations in the South West region. Consequently, this has denied the venture the desired opportunity to acquire and tap into the expansive Australian chocolate products industry. Therefore, the organizational development and expansion strategy confining it to the local and domestic market is a major limitation for the Gabriel Chocolate Company. Opportunities Threats The chocolate industry, both in the Australian and global market is steadily growing, offering increased market development and success opportunities for the respective stakeholders. On one hand, the increasing and growing Australian tourism industry present an increasing opportunity for a growing consumer base for the venture.
In this regard, a growing the industry, consumer base departing from the traditional domestic to include a foreign consumer base as well. Additional industry and organizational opportunity are in the proposed mass-production approach. In this regard, increasing the organizational ability to increase its production ability as well as revenue gains for product sales in the future. In addition, market technology development offers additional marketing and selling platform.
In this case, besides relying on the physical market platform, the organization can market and sell its products through an online portal, thus allowing and reducing the forecasted internationalization and expansion costs across Australia as well as internationally. One of the existing threats to the organization is the rising raw material costs. In this regard, the high cost of production and acquiring the cocoa beans from the organizational supplier risks reducing its profit margins and thus its return on investment threats to its shareholders. Moreover, an additional threat is on the Australian free-market policy that exposes it to the risk and threat of future market competition from new entrants.
Therefore, in order to mitigate this threat, the venture should consider diversifying and expanding its market consumer base. 3.0 Competitive Advantage and Positioning 3.1 Hand Making Production Approach A strategic evaluation of the organizational internal analysis, this marketing plan deduces a descriptive evaluation of the organization’ s, operational competitiveness as well as its current market positioning. On one hand, key among the organizational competitiveness is its production approach.
In this regard, its hand made chocolate production model increase the ventures market control and influence. In this case, this is compared to other commercial organisations that do not apply the approach. Therefore, the exemption that the organization applies a unique chocolate manufacturing process offers its strategic merit and market competitiveness in the market. Thus, this endears the organizational products to the consumer base as compared to its industry competitors. 3.2 Natural Taste Retention On the other hand, the organization has a competitive market advantage in that it does not blend its chocolate products.
Unlike other commercial producers who blend the various chocolate products, the organisation's natural appearance and testing of its various chocolate products, it offers a natural appeal to a consumer base with a desire to explore on chocolate brands. Therefore, this approach offers the organization a competitive edge in its consumer base diversification in that the product attracts new consumers learning about chocolate products or exploring on the existing natural tastes and varieties across the globe.
Finally, this plan establishes that due to its discussed competitive advantages over peers in the Australian market, the organization has established and positioned itself as a unique chocolate products supplier across the Australian market, earning an increasing brand reputation likely to fuel and support the organizational strategic goal and objective of expanding and developing into the global market.
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