The company would like to present dark chocolate that is specifically suited for young consumers. Most young adult consumers and young children do not prefer dark chocolate and usually go for milk chocolates. This company aims to create dark chocolate that is suited for small children and young adults. It aims to do so by improving the form of mixed elements in the chocolates, such as raisins and sultanas etc.
To improve the dark chocolate market segment by at least 10 percent within the first year
To increase the market segment for company by around 60 percent within the first 3-5 years
To become the number one leader in dark chocolate sales
The dark chocolate segment planning is a unique concept in the chocolate industry as dark chocolates are usually not that preferred by young children. Children like to eat normal chocolates and milk chocolates compared to dark chocolates. Improving the overall market segment by 10 percent is a slightly optimistic target, but the overall market segment for company within 3-5 years is more achievable.
The third objective is feasible in the long run, as children and young adults who would start using dark chocolates sold by the company would be long term consumers for the company.
Structure and Business Planning for the organization will first conduct a market research to check the feasibility of implementation. Some of the objectives are quite optimistic and the business must check to ensure that the targets are achievable.
Business opportunity: Market research must be done to check for the business opportunity. While it is true that children and young adults do not like dark chocolates, it is necessary for the business to check if the opportunity still exists.
Industry sector: Based on geography, the industry value for dark chocolates could be an opportunity for the business or a threat, and this must be identified.
Strategies: A push level marketing strategy would be applied as this is a new concept to be sold.
Market for service: The primary market identified as young consumers.
This will be a sole-owner style establishment at first.
The management style will be less bureaucratic and will be more liberal. A transformative leadership style that is visionary will be helpful here.