SITXMPR502 Develop and implement marketing strategies
Assessment 2
Project – Developing and implementing a marketing plan
STUDENT NAME:
STUDENT ID: (if applicable)
DOB:
ASSESSMENT DATE:
STUDENT DECLARATION: ? I certify that this is my own work.
STUDENT’S SIGNATURE:
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ASSESSOR’S NAME:
ASSESSOR’S COMMENTS:
(if applicable)
? SATISFACTORY ? NOT YET SATISFACTORY
ASSESSOR’S SIGNATURE:
DATE:
ASSESSMENT INSTRUCTION
This assessment consists of 3 Parts.
Part A requires you to prepare a report which addresses the following steps:
• Step 1 – Research – include an acknowledgement page and a bibliography page that lists all the references (this should include any websites, textbooks, journals and or other related documents) and all downloaded information in the form of research notes also need to be attached as evidence.
• Step 2 – Develop a marketing strategy – the report should include your developed marketing strategy.
• Step 3 – Prepare a marketing plan – the marketing plan should be submitted as a separate document and should address all the key criteria’s as listed in the task.
You may use your own format for your report or use the following template:
http://www.business.gov.au/Howtoguides/Thinkingofstartingabusiness/Whatplanningtoolscanhelpme/Pages/Marketingplanguides.aspx
Part B requires an overview of the implementation strategy you would use for your marketing plan an outline for an evaluation strategy of your marketing plan
Part C requires a presentation of your marketing plan to the internal stakeholders which could include a group of selected participants in the workplace or peers participating in your course of study.
To demonstrate competence each PART must be answered by the student.
If more space is required for any answer then student can attach a separate page containing their name, assessment date, unit title, unit code and the assessment task number and attach this page with the current assessment task before submission.
When you have completed all the required tasks check your work before submitting.
Please note once the assessor has marked your work they will provide you with feedback. If you are required to resubmit any task/s then you must complete those task/s by adding more information.
You will be required to complete other relevant assessment tasks for this unit.

PART A
Background Information
The Sapphire Hotel Group has a variety of 175 room hotels in Queensland, NSW, Victoria and Western Australia. The current core niche market is the Monday–Friday business sector with 100% of the current year sales, but the weekend revenue at the Hotels is a major concern.
Given that all the Sapphire Hotels have magnificent scenic locations and are within 10minutes of CBD areas, the weekend market in all locations is extremely quiet and not performing as expected. In the original marketing plan, the weekend market was seen as a potential niche market for weddings, conventions and inbound tours. The current
Marketing plan has failed to deliver the expected weekend revenue.
You are therefore required to conduct thorough research and analyse the internal and external business environment in your state to develop a marketing strategy. (For example if you live in Queensland, base your research on the agglomeration around e.g. Brisbane)
Prepare a marketing plan to address the current shortfall in revenue on weekends.
As a general guideline, the budget for the marketing campaign must not exceed $48.000 and it is anticipated that the potential return for the overall hotel operations shall reach $600.000 in the first year following the campaign.
Your task:
This task is divided into 3 steps
Step 1 – Conduct thorough research to collect and analyse information and write a report on:
The internal business environment: (key criteria to be included are as follows):
• Current core activities, customer base, business values and business direction
• Identify and analyse information and its effectiveness of current and past marketing
• Review business performance information to identify strengths, weaknesses, opportunities, threats and critical success factors
• Identify and record current capabilities and resources (example use of technology or e-business to develop and implement marketing strategies)including the need for specialist assistance (Example - underperforming products and services with reasons for underperformance) present this information in the report as per organisational requirements
and
The external business environment: (key criteria to be included are as follows):
• Identify and analyse information on expected market growth or decline with associated risk factors
• Analyse projected changes in the labour force, population and economic activity
• Comparative market information which may include best practice information, benchmarking and competitor information
• Industry and customer trends, emerging issues and developments which may be: economic, ecological, environmental, government activities, social and cultural, demographic, technological or industrial
• Legal, ethical and environmental constraints of the market and potential business impacts. Present this information in the report as per organisational requirements.
Step 2 - Develop a marketing strategy
Marketing strategies:
• Specific opportunities based on internal and external market analysis
• Explore and list new and innovative marketing approaches
• Marketing strategies that are consistent with direction and values of the organisation
• Explain how you will integrate legal, ethical and sustainability considerations
• Explain how you will consult with key stakeholders in this strategy development process.
Step 3 – Prepare a marketing plan
• The marketing plan is to clearly communicate all priorities, responsibilities, timelines and budgets.
• Explain how you will provide opportunities to colleagues to contribute to this marketing plan.
Your work needs to include the following components/formats:
• Step 1 – Research – include an acknowledgement page and a bibliography page that lists all the references (this should include any websites, textbooks, journals and or other related documents) and all downloaded information in the form of research notes also need to be attached as evidence.
• Step 2 – Develop a marketing strategy – the report should include your developed marketing strategy.
• Step 3 – Prepare a marketing plan – the marketing plan should be submitted as a separate document and should address all the key criteria’s as listed in the task.

Part B
Part B requires an overview of the implementation strategy you would use for your marketing plan an outline for an evaluation strategy of your marketing plan
The implementation strategy shall include:
1. A detailed schedule
2. An overview of reports you will use to monitor
3. Communication processes
The Evaluation strategy shall include:
1. Benchmarks you will use to evaluate success of methods/impacts
2. Timeframes for evaluation
3. Provisions for adjustment/continuous improvement
4. Communication requirements

PART C
Based on your marketing plan from PART A and implementation and evaluation strategies from Part B you now need to present this plan to the internal stakeholders and management of the Hotel. For this you have called a presentation meeting where you are going to outline the areas that you think the Hotel needs to focus on when considering the internal and external environment, as well as what marketing strategies and activities will be implemented to overcome this challenge.
Present your marketing concept and planned strategies
Prepare a presentation where you are going to summarise the following key aspects as you have developed in Part A and B: (the presentation should be no more than 10 minutes)
? Why the research was conducted
? How the research was conducted (Internal and External Environment)
? How the information from the research was analysed
? Which key aspects informed the development of your marketing strategy
? An overview of the marketing strategy
? Details and components of the marketing plan
? How will you implement and monitor the marketing plan
? How will you conduct ongoing evaluation and make necessary changes
? Invite feedback and commentary on your marketing plan to assist you with further evaluation and amendment of your final document.