Sie sind auf Seite 1von 43

Assessment

Develop a Marketing Plan


BSBMKG609A

Student Name
Student ID

Term

Year

Class Trainer
Name
Result

NYC

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....................................................................................

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

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 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.

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 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.

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 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


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 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.
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 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,
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.

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

Required
knowledge****

aspects
Critical
of evidence*

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,

1.4,

1, 2,

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

ent a
mark
eting
plan

X
X

Technology

Learning

Self-management

Planning and organising

enterpriseInitiative and

Problem solving

Teamwork

Communication

Employability
skills

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