Assessment

Develop a Marketing Plan

BSBMKG609A

Student Name

Student IDTermYear

Class Trainer Name

ResultNYCC

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

Student SignatureDate

Contents

Assessment guidelines3

When is this assessment due? 3

Summantive assessment Schedule4

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

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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 Do not quote directly from the notes.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.

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Assessment Schedule

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

WeekTasks to completeLearner SignTrainer SignCompleted tasks / Comments

offoff / Date

Learning Activity

Week 1Only

Start

Week 2Task 1

Continue

Task 1

Week 3

Finish

Week 4Task 1

Case Study

Week 5Learning Activity

Only

Week 6Start

Task 2

Week 7Continue

Task 2

Finish

Task 2

Week 8

Presentation

Comments/feedback to participant

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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 the organisation, including any notable strengths and weaknesses

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.

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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.

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Case study

Houzit is a chain of homewares stores in Brisbane that specialise in bathroom fittings, bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton.

You have recently been appointed as the marketing manager and must now review the organisation and devise marketing strategies that will move Houzit towards its strategic goals.

The CEO has also asked you to consider some marketing opportunities that may assist Houzit in reaching its goals, and provide him with brief summary evaluating two alternatives, including the benefits and risks associated with each option, and making a recommendation for the opportunity most likely to produce results.

You have gleaned the following information about Houzit:

Houzit is close to entering its fifth year of operation; offering a wide range of home-ware items on easy-to-manage payment terms and supplies a three year guarantee on every item sold.

The typical target customers have the following characteristics:

sophisticated people who are house proud

shoppers who will drive to an easy-to-access store

customers who require payment plans to spread their commitment over an extended period

renovators and new home builders

2050 year olds.

Houzit recognises the following trends and focuses its efforts on them.

Quality Preference for high quality items is increasing as customers are learning to appreciate differences in quality.

Unique items Customers want homewares that stand out from mass-produced, low quality items.

Selection People are demanding a larger selection of choices, they are no longer accepting a limited selection of homewares.

The typical Houzit store has the following characteristics:

Location A commercial, suburban neighbourhood, or urban retail district.

Design Bright and functional.

Size 1,0001,500 m2.

Employees 1520 full time, plus several casuals

Types of transactions 60% cash, 40% on long-term repayment plan.

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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 customers 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 Houzits 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.

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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 Houzits 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.

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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 organisations 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 on the plan from stakeholders within your presentation.

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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 selection of marketing strategies and implementation tactics

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

Demonstrated the communication skills to convey your message succinctly.

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Evidence requirements

ElementThrough review of the unit of competency, the following evidence has

been identified as appropriate for this unit

Devise Evaluate marketing opportunity options that address organisational

marketingobjectives, and evaluate their risks and returns in the selection

strategiesprocess.

Develop marketing strategies that address strengths and opportunities

within the organisations 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 organisations strategic direction.

Develop a marketing performance review strategy, incorporating

appropriate marketing metrics to review of organisational

performance against marketing objectives.

Plan Detail tactics to implement each marketing strategy in terms of

marketingscheduling, costing, accountabilities and persons responsible.

tactics Identify coordination and monitoring mechanisms for scheduled

activities.

Ensure tactics are achievable within organisations 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,

present aobjectives and incorporates marketing approaches and a strategic

marketingmarketing 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.

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Dimensions of competency

DimensionRequires participant to:

Task Plan and develop marketing strategies.

Prepare a marketing plan.

Present a marketing plan.

Task management Ensure the marketing plan meets organisational 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.

Contingency Review feedback and improve marketing strategies.

management Analyse trends and market changes and set new targets

accordingly.

Job role/ Communicate strategic objectives across the organisation.

environment Identify and consult on the roles and responsibilities of staff and

contractors.

Assessment methods and tasks

Methods ofThrough consultation with industry, the following assessment

assessmentmethods have been deemed appropriate for this unit.

Case studyReview case study materials and provide written responses

PresentationOral presentation

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.

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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 and services, overall strategic and marketing objectives.

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 principles of equal opportunity, equity and diversity

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.

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

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Assessment mapping

Assessment TaskDescriptionAssessmentnumberAssessmentmethod/sCritical aspectsof evidence*Elements/PCs**Requiredskills***Requiredknowledge****

Develop marketingCandidates are required to review the materials presented to1Case study11.1,3, 4,1, 2,

strategiesthem in the case study and evaluate each of the marketing1.2,53

opportunities for risks, strengths and weaknesses and alignment1.3,

with organisational objectives. After candidates have reviewed1.5,

the opportunities for the best fitting opportunity they are1.6,

required to develop marketing strategies, objectives and2.1,

activities to take advantage of that opportunity.2.2

Prepare andCandidates are required to review the strategies and tactics they2Presentation11.4,1, 2,1

present marketingdevised in Assessment Task 1 and describe how they meet2.3,3, 6

reportinternal and external requirements for the organisation.2.4,

Candidates also need to develop a presentation of their2.5,

marketing strategies that outlines the strategies, approaches and3.1,

their reasoning for developing these, and incorporates feedback3.2,

from key stakeholders.3.3,

3.4

Obtain number from previous table Critical Aspects of Evidence

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

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Employability skills

Assessment Task

Develop marketing strategies

Prepare and present a marketing plan

CommunicationTeamworkProblem solvingInitiative and enterprisePlanning and organisingSelf-managementLearningTechnology

XXXX

XXXXX

Explanation of how Employability Skills are incorporated in the assessment task

In this assessment task candidates are required to review and evaluate several business and marketing opportunities for an organisation and develop marketing activities that reflect strategic directions of the organisation.

In this assessment task candidates are required to develop a presentation and written report describing their marketing strategies and activities, including clear descriptions of how their strategies reflect organisational objectives.

Develop a marketing plan BSBMKG609A

Modified 2013 Innovation and Business Industry Skills Council Ltd Version 2, 2014

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Record of Assessment Outcome

Student Name

Student IDDate

Student Signature

AssessmentAssessmentSatisfactoryDate

NumberType

YesNo

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

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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

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