The company aims to increase its annual profit growth by 13% and market share by 5% per year. It has a steady cocoa supply and quality guarantee as strengths but an unrecognized brand as a weakness. New trendy fusion products are an opportunity in the growing chocolate market. Price competition is a threat. The target market includes explorers, reformers, and mainstreamers with middle to high incomes. The company will use prestige pricing and seasonal discounts to position as high-quality. It will distribute through shops in Festival Walk and online, and promote via events, media advertisements, and social media. Milestones include website launch and a grand opening event.