Assessment - Develop a Marketing Plan BSBMKG609A

Assessment Develop a Marketing Plan BSBMKG609A

Student Name Student ID

Term

Year

Class Trainer Name Result

NYC

C

I declare that all work completed in this assessment is my own. Student Signature

Date

Contents Assessment guidelines.............................................................................................................. 3 When is this assessment due?................................................................................................. 3

Summantive assessment Schedule........................................................................................4 Task 1: Develop marketing strategies....................................................................................

5

Task 2: Prepare and present a marketing plan................................................................... 10

Evidence requirements............................................................................................................ 12

Dimensions of competency.................................................................................................... 13

Assessment methods and tasks............................................................................................ 13

Critical aspects of evidence.................................................................................................... 13

Knowledge and skills................................................................................................................ 14

Assessment mapping............................................................................................................... 15

Employability skills................................................................................................................... 16

Record of Assessment Outcome............................................................................................ 17

References / recommended resources................................................................................. 18

Page 2 of 18

Assessment guidelines Assessment The purpose of assessment is to determine competency in Develop a marketing plan – BSBMKG609A. You are advised to commence work on your assessment from week 1 and must be submitted by the due date. 1. All assessment tasks must be completed and delivered individually. 2. Please read all instructions before starting each assessment. 3. Where you are required to submit documentation for an assessment, it must be attached to your assessment booklet. 4. Your trainer will not be able to assist you in answering questions. However, your trainer will address any issues concerning questions requiring further explanation. 5. You may refer to your student learner guide/student resources or any other relevant resource when completing your assessment. Do not quote directly from the notes. You should answer questions in your own words, except where it asks you to quote. 6. You have access to computers which are equipped with 2010 Microsoft suite of products and printing facility.

When is this assessment due? The assessment is due in week 8.

Page 3 of 18

Assessment Schedule Your Assessment is due in Week 8, however different tasks of your Assessment should be completed as per the schedule below.

Week

Tasks to complete

Week 1

Learning Activity Only

Week 2

Start Task 1

Learner Sign of

Trainer Sign of / Date

Completed tasks / Comments

Continue Week 3

Task 1

Week 4

Finish Task 1 Case Study

Week 5

Learning Activity Only

Week 6

Start Task 2

Week 7

Continue Task 2 Finish

Week 8

Task 2 Presentation

Comments/feedback to participant

Page 4 of 18

Task 1: Develop marketing strategies Performance objective In this assessment task you are required to review and evaluate marketing opportunities for an organisation and develop marketing activities that reflect strategic directions of the organisation.

Assessment description For the organisation outlined in the case study provided, identify two marketing opportunities and evaluate each opportunity for risks, strengths, weaknesses and alignment with organisational objectives. After you have reviewed the opportunities, select the best fitting opportunity for the organisation and develop marketing strategies, approaches and activities to take advantage of the opportunity.

Procedure You are required to submit a report that addresses all of the elements listed in the procedure. The report should be structured using the headings below.

Organisational overview 1. Develop an organisational overview that: a. outlines the strategic direction and organisational objectives b. outlines the current size, capabilities and resources of organisation, including any notable strengths and weaknesses

the

c. identifies any gaps between the objectives, and the current capabilities and resources.

Opportunities 1. Identify two marketing opportunities that meet the objectives and evaluate the risks and benefits of each opportunity. 2. Recommend the opportunity that best addresses organisational objectives and: a. develop a marketing mix strategy that fits within the capabilities and resources of the organisation b. describe how your strategies align with the strategic direction of the organisation, and give justifications for your selection c. detail a marketing performance review strategy using an appropriate tool (competitive analysis, life cycle model, value chain analysis, etc.) to review the performance of the organisation against marketing objectives d. include the metrics to be used in measuring marketing performance.

Page 5 of 18

Tactics 1. Detail the tactics necessary to implement the strategy you have outlined, including: a. scheduling of activities to enact the strategy b. costing c. accountabilities and responsibilities d. a plan for coordinating and monitoring scheduled activities including KPIs. 2. Outline any legal and ethical requirements that impact on the selected tactics. 3. Describe how the tactics fit within identified organisational resources and capabilities.

Specifications This assessment can be completed in your own time, as you work through the related topics under the guidance or their assessor. Check with your assessor whether it is appropriate to use a computer for the submission of the report (electronic), or if the assessor requires a hardcopy (printed) version. You must provide: ● a report containing documents that support all of the instructions outlined

in the procedure above.

Your assessor will be looking for whether you have: ● identified a suitable marketing opportunity ● conducted research to assess and analyse the market ● prepared a report outlining your marketing strategies to best take

advantage of the identified market opportunities

● organised your report under the headings suggested in the procedure.

Page 6 of 18

Case study Houzit is a chain of homew ares stores in Brisban e that speciali se in bathroo m fittings, bedroo m fittings, mirrors and decorati ve items. They currentl y have 15 stores spread across the greater Brisban e area, with all stores being manage d and coordin ated from their head office in Milton. You have recently been appointed as the

marketing manager and must now review the organisatio n and devise marketing strategies that will move Houzit towards its strategic goals. The CEO has also asked you to consider some marketing opportunit ies that may assist Houzit in reaching its goals, and provide him with brief summary evaluating two alternativ es, including the benefits and risks associate d with each option, and making a recomme ndation for the opportunit y most likely to

produce results. You have gleaned the following information about Houzit: ● Houzit

is close to enterin g its fifth year of operati on; offering a wide range of homeware items on easytomanag e payme nt terms and supplie s a three year guarant ee on every item sold.

● The

typical target customer s have the following characte ristics: ○ sop histi cat ed peo ple who

are hou se pro ud ○ sho ppe rs who will driv e to an eas ytoacc ess stor e ○ c u s t o m e r s w h o r e q u i r e p a y m e n t p l a n s t o

s p r e a d t h e i r c o m m i t m e n t o v e r a n e x t e n d e d p e r i o d ○ reno vat ors and new ho me buil der s

○ 20– 50 yea r olds . ● Houzit

recognis es the following trends and focuses its efforts on them. ○ Qual it y – Pr ef er e nc e fo r hi g h q u ali ty it e m s is in cr e as in g as cu st o m er s ar e le ar ni n

g to a p pr ec ia te di ff er e nc es in q u ali ty. ○ U n i q u e i t e m s – C u s t o m e r s w a n t h o m e w a r e s t

h a t s t a n d o u t f r o m m a s s p r o d u c e d , l o w q u a l i t y i t e m s . ○ Sel e c t i o

n – P e o p l e a r e d e m a n d i n g a l a r g e r s e l e c t i o n o f c h o i c e s , t h e y

a r e n o l o n g e r a c c e p t i n g a l i m i t e d s e l e c t i o n o f h o m e w a r e s . ● The

typical

Houzit store has the following characte ristics: ○ Loc ati on – A co mm erci al, sub urb an nei ghb our hoo d, or urb an reta il dist rict. ○ Des ign – Brig ht and fun ctio nal. ○ Size – 1,0 00– 1,5 00 m2. ○ Em plo yee s – 15– 20 full tim e, plus sev

eral cas uals ○ Typ es of tra nsa ctio ns – 60 % cas h, 40 % on lon gter m rep ay me nt pla n.

Page 7 of 18

● Sales break-ups between the existing Brisbane stores reveal:

○ 30% bathroom fittings ○ 35% bedroom furnishings ○ 20% mirrors and decorative items ○ 15% lighting fixtures (recent addition). ● A new customer’s first purchase is generally of mirrors and decorative

items and this gives us the opportunity to sign them up to our loyalty program.

In a brief discussion with the CEO, you asked about the changes taking place in legislation that could impact on Houzit’s operation. The CEO explained: ‘There is a big push by governments on the issue of sustainability. This focuses mostly on environmental issues of waste management and energy conservation. Houzit stores have been deliberately designed in the past to be bright and comfortable places to shop. This means a significant cost in electricity usage to run the lights and the air-conditioners. With the new regulations we are going to have to find ways to still provide customers with what they want without the high electricity usage.’

Strategic plan (extract) Vision Houzit will be a national retail brand, catering to the needs of home makers with a range of unique, high quality homewares made accessible to all through our easy to manage payment plan .

Mission By 2020, Houzit will have a significant retail presence in homewares in every Australian capital city, starting with 15 stores in the greater Brisbane area and growing to 100 Australia wide.

Objectives 1. Increase sales from $15million per year to $20million per year in the next three years. 2. Increase our loyalty customers list from 10,000 to 15,000. 3. Establish brand recognition in Brisbane so that at least 1 in 3

people recognise our brand in a random survey taken in 18 months time.

Page 8 of 18

SWOT Analysis Strengths: ● Excellent

staff who are highly skilled and knowledgeable about homewares.

● Great retail space that is bright, functional and efficient for a

commercial urban district.

● High customer loyalty among repeat customers. ● Assortment of offerings that exceed competitors’ offerings in

quality, range and accessibility.

Weaknesses: ● A limited marketing budget to develop brand awareness due to

the lack of critical mass and store cover.

● The struggle to continually fund the growing long-term repayment

plans taken out by our customers.

Opportunities: ● A growing market in a high growth area with a significant

percentage of the target market still not aware of Houzit’s offer.

● Increasing sales opportunities outside of our target area – greater

Brisbane. Threats: ● Competition from local independent retailers can drive down

prices, as owner operators have lover overhead costs than our staff-run stores.

● Competition from national chains moving into the Brisbane market. ● A slump in the economy reducing customer's disposable

income spent on homewares.

Page 9 of 18

Task 2: Prepare and present a marketing plan Performance objective In this assessment task you are required to develop a presentation and written report describing your marketing strategies and activities, including clear descriptions of how your strategies reflect organisational objectives.

Assessment description In this assessment task you are required to review the strategies and tactics you devised in Assessment Task 1 and describe how they meet the requirements for the organisation. You also need to develop a presentation of your marketing strategies that outlines the strategies, your approaches and your reasoning for developing these and incorporates feedback from key stakeholders.

Procedure 1. For the organisation outlined in the case study materials from Assessment Task 1, and using the strategies and tactics developed in Assessment Task 1, you will need to prepare a marketing plan using the headings below. a. Executive summary – Provide an overview of the organisation and the plan, which simply states what is to be achieved. b. SWOT analysis – Submit an overview of the organisation’s strengths, weaknesses, opportunities and threats (analysed in Assessment Task 1). c. Marketing objectives – Include the objectives of the organisation (discussed in Assessment Task 1). d. Strategies – Outline the marketing opportunity selected and strategies developed in Assessment Task 1. Include your reasoning for the marketing mix decisions that you made and the strategies you selected, referring to the SWOT, risk and gap analyses undertaken. e. Implementation – Provide an outline of the tactics devised for implementation in Assessment Task 1. You need to provide you reasoning for choosing these tactics, and outline the process for reviewing performance. 2. When you have finished writing your marketing plan, you need to: a. liaise with your supervisor (your assessor) to arrange a suitable time and format for presentation b. present the plan to key stakeholders (a group assembled by your supervisor) in the format specified by the assessor and at an agreed time

c. Allow for feedback presentation.

on

the

plan

from

stakeholders

within

your

Page 10 of 18

3. During your presentation, you will need to ensure you demonstrate: d. the appropriate communication skills to relate to a diverse range of people e. The leadership skills to gain the trust and support of stakeholders for the plan you present. 4. After you have presented your report and incorporated feedback from key stakeholders, you need to revise and send your final written report to your supervisor (your assessor).

Specifications This assessment can be completed in your own time under the guidance of the assessor. You must: ● Submit and present a marketing plan that follows the instructions as set

out in the procedure above.

Your assessor will be looking for whether you have: ● followed the instructions to develop a detailed marketing plan ● structured your plan according to the headings listed above ● sufficiently

justified your implementation tactics

selection

of

marketing

strategies

and

● allowed an opportunity to receive feedback during their presentation to key

stakeholders ● Demonstrated the communication skills to convey your message succinctly.

Page 11 of 18

Evidence requirements Element

Through review of the unit of competency, the following evidence has been identified as appropriate for this unit ● Evaluate marketing opportunity options that address

Devise

organisational objectives, and evaluate their risks and returns in the marketing selection strategies process. ● Develop marketing strategies that address strengths and opportunities within the organisation’s projected capabilities and resources. ● Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives. ● Develop feasible marketing strategies and communicate reasons that justifies their selection. ● Ensure strategies align with organisation’s strategic direction. ● Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review of organisational performance against marketing objectives. ● Detail tactics to implement each marketing strategy in

Plan

terms of scheduling, costing, accountabilities and persons marketing responsible. ● Identify coordination and monitoring mechanisms for tactics scheduled activities. ● Ensure tactics are achievable within organisation’s projected capabilities and budget. ● Ensure tactics meet legal and ethical requirements. ● Ensure tactics provide for the ongoing review of

performance against objectives and budgets, and allow marketing targets to be adjusted if necessary. Prepare and

● Ensure marketing plan meets organisational, as well as

marketing, objectives and incorporates marketing approaches and a present a strategic marketing marketing mix.

plan

● Ensure marketing plan contains a rationale for objectives

and information that supports the choice of strategies and tactics. ● Present marketing the plan for approval in the required format and timeframe. ● Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe.

Page 12 of 18

Dimensions of competency Dimension

Requires participant to:

Task

● Plan and develop marketing strategies. ● Prepare a marketing plan. ● Present a marketing plan.

Task management

● Ensure the marketing plan meets organisational

Contingency management

● Review feedback and improve marketing strategies. ● Analyse trends and market changes and set new

marketing objectives and incorporates marketing approaches and a strategic marketing mix. ● Present marketing plan for approval in the required format and timeframe and adjust it according to feedback received.

targets accordingly. ● Communicate strategic objectives across the

Job role/ environment

organisation. ● Identify and consult on the roles and responsibilities of staff and contractors.

Assessment methods and tasks

assessment

Through consultation with industry, the following assessment methods have been deemed appropriate for this unit.

Case study

Review case study materials and provide written responses

Presentation

Oral presentation

Methods of

Critical aspects of evidence As specified in the unit of competency, evidence of the following is essential: Devising, documenting and presenting a marketing plan detailing approaches and the marketing mix to achieve organisational marketing objectives.

Page 13 of 18

Knowledge and skills Required skills 1. Culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities. 2. Leadership skills to gain trust and confidence of colleagues and clients. 3. Literacy skills to identify company and product or service information, to interpret strategic reports, to write in a range of styles for different audiences and to interpret legal requirements, company policies and procedures. 4. Numeracy skills to analyse, create and manage budgets for marketing activities. 5. Organisational and time management skills to sequence tasks and meet time lines. 6. Presentation and facilitation skills to present a marketing plan.

Required knowledge 1. Organisational structure, products strategic and marketing objectives.

and

services,

overall

2. Key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as: a. Anti-discrimination legislation and opportunity, equity and diversity

principles

of

equal

b. Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice c. Australian E-commerce Best Practice Model d. Australian Government Policy Framework for Consumer Protection in Electronic Commerce e. confidentiality requirements f.

copyright laws

g. defamation laws h. Free TV Australia Commercial Television Industry Code of Practice i.

privacy laws

j.

sweepstakes regulations

k. Trade Practices Act1. 3. Industry products and services knowledge.

1

The Trade Practices Act 1974 was superseded by the Competition and Consumer Act 2010 as of 1 January 2011.

Page 14 of 18

report

*

Candidates are required to review the strategies and tactics they devised in Assessment Task 1 and describe how they meet internal and external requirements for the organisation. Candidates also need to develop a presentation of their marketing strategies that outlines the strategies, approaches and their reasoning for developing these, and incorporates feedback from key stakeholders.

Obtain number from previous table ‘Critical Aspects of Evidence’

2

Required knowledge****

aspects Critical of evidence*

1

Required skills***

Prepare and present marketing

Case study

Elements/ PCs**

strategies

Description Candidates are required to review the materials presented to 1 them in the case study and evaluate each of the marketing opportunities for risks, strengths and weaknesses and alignment with organisational objectives. After candidates have reviewed the opportunities for the best fitting opportunity they are required to develop marketing strategies, objectives and activities to take advantage of that opportunity.

Assessment method/s

Assessment Task Develop marketing

Assessment number

Assessment mapping

1.1,

3, 4,

1, 2,

1.2,

5

3

1.4,

1, 2,

1

2.3,

3, 6

1.3, 1.5, 1.6, 2.1, 2.2 Presentation 1

2.4, 2.5, 3.1, 3.2, 3.3, 3.4

*

Elements and Performance Criteria are numbered using the Unit of Competency numbering system.

* *

Obtain number from previous table ‘Required skills’ Obtain number from previous table ‘Required knowledge’ Develop a marketing plan– BSBMKG609A Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 2, 2014

Page 15 of 18

As ses sm ent Tas k

De vel op ma rke tin g str ate gie s

P r e p a r e

a n d

p r e s

X

X

X

ent a mark eting plan

X

X X

X

Technology

Learning

Self-management

Planning and organising

enterpriseInitiative and

Problem solving

Teamwork

Communication

Employability skills

X

X

po rat ed in th e as se ss me nt tas k

cand idate s are requi red to E deve x lop a p pres l entat a n ion a and t In this writt i assessme en o n nt task repor candidat t o es are desc f required ribin h to review g o and their w evaluate mark E several eting m business strat p and egies l o marketin and activ y g a opportuni ities, b ties for inclu i an ding l organisat clear i t ion and desc y develop riptio S marketin ns of how k g i activities their l that strat l egies s reflect strategic refle a directions ct r of the orga e organisat nisat ion. ional i n objec c In this tives o assessm . r ent task

Develop a marketing plan– BSBMKG 609A Modified © 2013 Innovation and Business Industry Skills Council Ltd Version 2, 2014

Page 16 of 18

Record of Assessment Outcome Student Name Student ID

Date

Student Signature Assessment

Assessment

Satisfactory

Number

Type

Yes

Date

No

TASK 1 TASK 2 Comments: ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ___

I have been provided with feedback on the evidence I have provided. I have been informed of the assessment result and the reasons for the decision. Student Signature: _______________________________________________________

The candidate has been provided with feedback and informed of the assessment result and the reasons for the decision Assessor Name/Signature: _______________________________Date: ___________

Develop a marketing plan– BSBMKG609A Modified © 2013 Innovation and Business Industry Skills Council Ltd, Version 2, 2014

Page 17 of 18

References / recommended resources Develop a marketing plan – BSBMKG609A,2011,1st Edition, Version 1, Innovation and Business Industry Skills Council Ltd Australia, East Melbourne, VIC, Australia

Develop a marketing plan– BSBMKG609A Modified © 2013 Innovation and Business Industry Skills Council Ltd, Version 2, 2014

Page 18 of 18