Introduction

You will complete this assessment by undertaking research to develop a marketing plan for
two new marketing opportunities for an organisation of your choice. You may wish to use
your current or former workplace. Alternatively, you can select any organisation that
interests you; however, you must check that you can access the organisation’s strategic
plan.
Instructions
Follow the instructions in this section to identify and evaluate marketing opportunities. You
must present your research findings in a report. We recommend reading all of the
instructions that follow before you begin your research and writing your business report. In
the next section, you will find an outline you can follow to ensure that your business report
satisfies the assessment requirements.

Project

Your goal is to identify two potential new marketing opportunities for the organisation you
have selected. Your proposed opportunities must be entrepreneurial and innovative.

You could research and evaluate the following types of marketing opportunities:
 market penetration
 product development

 market development

 diversification into new business.

1. Write an introduction for your report that explains the context that frames your report.
You must include your analysis of the organisation’s strategic direction, objectives and
targets.
2. Describe the organisation’s current marketing plan, products and services.
3. The student must have used at least one of the following methods to identify marketing
opportunities:
 market analysis

 competitor analysis
 gap analysis
4. In addition to summarising your analysis, you should include source data in the Appendix
section of your report.
5. Describe statistical methods and techniques that you could use evaluate marketing
opportunities, including forecasting techniques.

BSBMKG501 Identify and evaluate marketing opportunities V1-2020

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6. Undertake a comprehensive environmental scan. You may wish to present your findings
in a table.

Environmental scan
Economic environment
Technological environment
Political and legal environment
Cultural and social environment

7. You must clearly articulate two marketing opportunities for this organisation. Write a
detailed description of the strategies that would be required to implement your
recommendations. Your strategies should demonstrate that you are able to develop and
evaluate entrepreneurial, innovative and creative ideas for their potential business
applications.
In your description, you explain how the principles of marketing and marketing mix
apply to your proposed strategies.

Product development

Market penetration

Market Development

Diversification

8. Outline the criteria you used to evaluate the marketing options you considered to
determine your recommendations.
9. For each recommendation you must evaluate impact on current business operations and
existing customer base.
10. Explain tactics that the business can use to ensure that the existing customer base is not
adversely impacted by the business needing to service new customers attracted as a
result of new marketing initiatives.
11. Estimate the effect of the two marketing opportunities on the business, for example:
 effect on sales volume
  growth

 market share

 profitability.

Note: You must submit any relevant calculations

12. Complete a SWOT analysis using the template at Appendix A. Submit the completed
SWOT in your report. You may wish to summarise the SWOT findings in the body of the
report and include the completed template in the appendix section of the report.
13. Determine the probable return on investment. You must submit your financial
calculations and findings.
14. Complete the table at Appendix B to outline key provisions of relevant legislation, codes
of practice and national standards and workplace protocols for marketing operations.
15. Analyse how successful implementation of each strategy will contribute to the
organisation’s strategy or business plan (including its goals and capabilities).
16. In the conclusion section of the report you must rank the two marketing opportunities
based on their viability and likely contribution to the business.
 Appendix A

SWOT Analysis
Strengths Weaknesses

Opportunities Threats

Appendix B

Framework

Australian Direct Marketing Association

(ADMA)
Direct Marketing Code of Practice

Free TV Australia Commercial Television

Industry Code of Practice
Competition and Consumer Act 2010 (Cth)

Workplace protocols and expectations–

conflict of interest, privacy, social media use.
 Assessment 1 - Project
Feedback Evaluation Sheet
STUDENT NAME: STUDENT NO:

ASSESSOR’S NAME: DATE:

UNIT NAME: BSBMKG501 Identify and evaluate marketing opportunities

Comments
In this assessment, the student demonstrated: Yes/No
The context of the organisations strategic direction,
objectives and targets
Understanding of the current marking plan, products and
services
Methods to identify marketing opportunities

Statistical methods and techniques for evaluating marketing

opportunities, including forecasting techniques
Comprehensive environmental scan

Understanding of two marketing opportunities and explained

the principles of marketing and marketing mix
Criteria to evaluate the marketing options considered to
determine recommendations
Impact on current business operations and existing customer
base
Tactics that businesses can use to ensure existing customer
base is not adversely impacted
Effect of two marketing opportunities on the business

SWOT analysis findings

Findings of the financial calculations and ROI

Key provisions of relevant legislations, codes of practice and

national standards and workplace protocols for marketing
operations
How successful implementation of each strategy will
contribute to organisations business plan
Ranked the two marketing opportunities based on their
viability and likely contribution to the business

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