Assessment 1 – Case study -Research and Report
In this assessment you will utilise the case study scenario as below. (Please note: Your trainer assessor may also offer an alternative scenario that may be utilised for this task)
You will conduct research and answer the criteria with a professional report. This research and report will form part of your marketing plan for Assessment 2 followed by your evaluation of the plan – (future based) Assessment 3
Case study and Research
J & L Cafe is a licenced café in the Melbourne CBD. The café is owned by Joel and Francis Gleeson. They have owned the café for 5 years and the last 2 years have been reducing in profit this year is showing a loss. They are both hard workers and are heavily involved in the day to day operations. Their life savings are invested into this café and its success is imperative for their financial future. They are desperate to turn this business around and so have come to you as a marketing consultant from your marketing business. They have asked you to ‘Rebrand ‘this business – re-launch it and prepare a plan for the new marketing plan to be implemented.
The café is based on the main streets of the city where there is heavy competition with other cafes and restaurants. The name of the business currently is: J & L’s Café. The signage is poor and old.
Their menu consists of Indian, Chinese, Italian, modern Australian, Spanish, French, Mexican.
Joel does most of the cooking himself with Francis helping where she can although she also works front of house.
In relation to their current marketing they report that they have a staff member that stands on the street to hand out coupons. They also place a newspaper ad in the local community paper. They don’t know a great deal about social media marketing. They rely a lot on passing traffic from the nearby office buildings. Lunch times are their busiest service opportunities however the competition is fierce and is increasing all the time.
You asked them about what market research they had conducted and who was their target market and they have not done any research and really don’t know who their customers are.
They have negotiated an up-front budget of $100,000 and if the business shows a profit in 6 months because of your new marketing and re-branding campaign they are willing to increase and contribute more.
Address the following criteria and submit in your report.
Your first job is to conduct research and analyse the business identifying the current and relevant marketing issues.
• Research and critically analyse INTERNAL business environments relevant to the café,
1 Relating to the scenario what would you describe would be the café’s core activities, customer base, business values and current business direction?
2 Perform a S.W.O.T analysis of the café in its current situation.
Make sure you offer a very minimum of three (3) different bullet points for each section of the SWOT analysis.
Ensure you submit in the traditional structure of:
3 Describe at least three (3) methods of gathering research.
4 What is the difference between Qualitative and Quantitative research?
5 Based on the case study – Who do you believe is J&L ‘s target market?
6 Consider the following segments/factors in relation to the target market. What does each of these means? Why are they important for a marketing campaign? :(Use the scenario for your examples)
a) Demographics
b) Geographics
c) Psychographics
Conduct research on each of these and describe for each category relevant to the café.
What are the ‘marketing mistakes’ they are making – Explain your answer.
Break these down into sections and fully detail each of your responses.
Macro analysis:/ External factors
7 Research and critically analyse the EXTERNAL business environment. Using the PEST analysis (Political. Economic Social and Technological) perform a PEST analysis on the café- ensure you have a minimum of three (3) answers for each of the PEST and fully explain your answers.
8 What is the definition of the Marketing Mix?
9 What is meant by the term 4 x “P” s? Explain each of the 4 x “P” s
10 Using the scenario apply the 4 x “P” s and give specific examples.
After you have conducted market research and determined who is the café’s real target market and the previous mistakes you will now……
Create your new concept CAFÉ/RETAURANT
(Considers many of the following possible opportunities or more…)
? Think of a new name for this café
? Think about colours/branding themes that will align with this new name and theme
? Will you need to redesign the menu? What will it be? Make sure you explain why you have selected this and match back to your target market?
? What is your new USP in this highly competitive area?
? What about staff?
? What roles and responsibilities will change
? Will you adjust the design or layout of the café?
? What methods can you use to increase customers and revenue for
? What marketing tools /techniques or methods will you utilise. Make sure you choose the relevant options that find the target market and become the BEST ROI for your client.
? Ensure that you have fully considered your marketing BUDGET – -In your research ENURE you gain some costings for your marketing strategies as you will NEED these in your marketing plan.
All these concepts will be further expanded in detail within your marketing campaign for assessment 2
Submit all your research and responses to the questions in a *report format.
*Please check the report guidelines on the next page.
Report Guidelines
In your report you must ensure the following.
Your report must be professionally prepared/printed. Use the font style Times New Roman and font size 12.
Your report must be prepared using the correct report writing structure:
? Introduction
? Body
? Conclusion
Introduction – should be at least 2 -3 sentences long/1 paragraph and
gives the reader an idea of what your report is going to be about.
The body is where you will address each of the points/criteria on the previous page. Try to start a new paragraph for each new point.
You can add pictures, graphs, charts, use headings/sub headings, coloured fonts etc. to make your report easy to read and presentable.
Your report as a very minimum should be 500 words to 1000.
The conclusion should also be 2-3 sentences and is a closing summary of all your ideas in the report It is important that you use referencing to show evidence of your research, refer to any website links, textbooks, government articles etc
Please Note:
It is important that you address every part of the questions otherwise you will receive a Not Satisfactory (NS) result and Not Yet Competent (NYC) for the unit.
Date for Submission: _____________________
Assessment 1 -Assessor Checklist –
Assessor Use ONLY
This checklist is to be used when assessing the students in the associated task. This checklist is to be completed for each student. Please refer to separate mapping document for specific details relating to alignment of this task to the unit requirements.
Please complete below
Student Name:
Student ID No:
Did the student: Satisfactory Comments
Internal Research
Consider and outline the structure and focus / direction of the business ? Yes ? No
Confirm core activities, customer base, business values ? Yes ? No
Identify and consider current and past marketing activities ? Yes ? No
Review business performance information to identify strengths, weaknesses and critical success factors ? Yes ? No
Identify and monitoring Programs specific to the product or Service ? Yes ? No
Identify and record current capabilities and resources, including the need for specialist assistance ? Yes ? No
Identify and outline the capabilities of the organisation in relation to the product / service to be marketed including:
o Hours of operation o Available staff o Staff skill levels and need for specialist assistance
/ professional development o Access to product or services o Equipment capacity o Financial capacity (can this be funded and maintained)
o Business location / position ? Yes ? No
External Research
Identify and consider the target market ? Yes ? No
Identify and consider external influences including:
Customer trends ? Yes ? No
Consumer demographics ? Yes ? No
Analysing projected changes in the labour force ? Yes ? No
Analysing projected changes in the population ? Yes ? No
Economic influences and economic activity ? Yes ? No
Identify and analyse social, customer and industry trends and developments ? Yes ? No
Expected market growth or decline and associated ? Yes ? No
Analyse comparative markets (Competition) in terms of:
o What they are offering o Who they are o How they are perceived by consumers o Service levels o Consumer satisfaction o Market saturation o Costs / financial
? Yes ? No
Emerging technologies and innovations that will affect product / service ? Yes ? No
Legal implications (requirements of legislation / regulations / codes of practices) ? Yes ? No
Ethical implications ? Yes ? No
Sustainability (environmental, financial and social) ? Yes ? No
Methods of recording and reporting information according to organisational requirements. ? Yes ? No
Student Declaration: I declare that the work submitted is my own and has not been copied or plagiarised from any person or source. Name: ________________________
Signature: ________________________
Date: ____/_____/_____
Assessor Use Only
Comments
Result
(Please Circle) Satisfactory Not Satisfactory
Assessor: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback
Assessor: _________________________________
Signature: ________________________
Date: ____/_____/_____
Assessment 2 – Project -Marketing Plan
Now that you have completed the research, and identified your marketing strategy.it is time to develop the marketing plan.
A marketing plan is a comprehensive document that details every part of your entire marketing campaign for the organisation.
If you have not prepared a marketing plan previously please use the template in this assessment booklet to help guide you.
Of course, you may also use other templates so long as it covers the basic categories for this assessment task.
An electronic copy may be obtained from sources such as:
https://www.business.vic.gov.au/__data/assets/word.../Marketing-Plan-Template.docx
These a fully editable for your purposes.
Please download and adjust to the scenario in Assessment 1.
Your marketing plan must be specific, actionable and provide enough detail for another person to implement without guidance from you It needs to communicate priorities, responsibilities, timelines and budgets.
Be sure to
• Detail tactics to implement each marketing strategy in terms of:
o scheduling, o costing, o accountabilities and o persons responsible
• Identify coordination and monitoring mechanisms for scheduled activities
• Ensure all tactics are achievable within organisations projected capabilities and budget
• Ensure all tactics meet legal and ethical requirements
• Ensure all tactics provide for ongoing review of performance against objectives and budgets, and allow marketing targets to be adjusted if necessary
Template - Marketing Plan
Contents
Marketing Plan ..................................................................................................... 24
Marketing Plan Summary .................................................................................... 27
Your Business ..................................................................................................... 28
Business name: ............................................................................................... 28
Business structure: .......................................................................................... 28
ABN: ................................................................................................................ 28
ACN: ................................................................................................................ 28
Business location: ............................................................................................ 28
Date established: ............................................................................................. 28
Business owner(s): .......................................................................................... 28
Owner/s experience: ........................................................................................ 29
Products or Services: ....................................................................................... 29
Market Overview .................................................................................................. 30
Target market: ................................................................................................. 30
Customer profile: ............................................................................................. 30
Competitor profile: ........................................................................................... 30
Marketing Objectives ........................................................................................... 31
Goals/objectives: ............................................................................................. 31
Marketing Strategy ............................................................................................... 32
Your strategy and marketing mix: ..................................................................... 32
Action Steps ........................................................................................................ 33
Top 10 Action Steps: ........................................................................................ 33
Background Analysis ........................................................................................... 34
Business overview ............................................................................................... 35
Business name: ............................................................................................... 35
Business structure: .......................................................................................... 35 ABN: ................................................................................................................ 35
ACN: ................................................................................................................ 35
Business location: ............................................................................................ 35
Date established: ............................................................................................. 35
Business owner(s): .......................................................................................... 36
Owner/s experience: ........................................................................................ 36
Vision statement: ............................................................................................. 36
Mission statement: ........................................................................................... 36
Business objectives: ........................................................................................ 36
Short Term goals: ............................................................................................ 36
Long Term goals: ............................................................................................. 36
Products: ......................................................................................................... 37
Financial Analysis: ........................................................................................... 37
SWOT analysis .................................................................................................... 38
SWOT activity sheet ........................................................................................ 39 The Market Overview .............................................. Error! Bookmark not defined.
Your Market ......................................................................................................... 40
Market research and environmental/industry analysis: ..................................... 40
Your Customers ................................................................................................... 41
Target customers: ............................................................................................ 41
Customer profile: ............................................................................................. 41
Your Competitors ................................................................................................. 42
Competitor analysis: ........................................................................................ 42
Competitor profile: ........................................................................................... 43
Your Marketing .................................................................................................... 44
Marketing Strategy: .............................................................................................. 45
Your PRODUCT or service .................................................................................. 46
The PRICING of your product or service .............................................................. 47
Your POSITION (Place) in the marketplace ......................................................... 48 Sales and distribution channels ....................................................................... 48
The PROMOTION of your product or service ....................................................... 49
The PEOPLE in your business (salespeople, staff etc.) ....................................... 51
The PROCESS represents the buying experience ............................................... 53
The PHYSICAL ENVIRONMENT where the good/services are presented ........... 54
PRODUCTIVITY is an essential part of meeting a customer’s needs ................... 55
Marketing Activity ................................................................................................. 56
Your Finances ..................................................................................................... 57
Marketing Budget {YEAR} ................................................................................ 57
Organisational Implications .................................................................................. 58
Contingencies .................................................................................................. 58
Monitoring/measurement activities ....................................................................... 59
Supporting documentation ................................................................................... 60
Glossary ................................................................. Error! Bookmark not defined.
Marketing Plan Summary
Guidance: Complete this page last. The marketing plan summary is a snapshot of your more detailed answers from your marketing plan. It should be easy to read and simple to follow.
Start writing here
Your Business
Business name:
Guidance: What’s your business registered business name? If you haven’t registered a business name, add your proposed business name here.
Start writing here
Business structure:
Guidance: What’s the formal structure of your business? Are you a sole trader, in a partnership, a trust or company?
Start writing here
ABN:
Guidance: What’s your registered Australian Business Number? Start writing here
ACN:
Guidance: What’s your registered Australian Company Number, if applicable?
Start writing here
Business location:
Guidance: Where does your business operate from?
Start writing here
Date established:
Guidance: When did you begin trading?
Start writing here
Business owner(s):
Guidance: Who are the owners of the business?
Start writing here
Owner/s experience:
Guidance: Create a summary of your (and other owner’s) experience in the industry and any major achievements/awards.
Start writing here
Products or Services:
Guidance: What products and/or services do you sell?
Start writing here
Market Overview
Target market:
Guidance: In one or two sentences, summarise the key statistics for your target market. This may include the size and growth potential of your market, as well as key demographics such as age, gender, income level etc.
Start writing here
Customer profile:
Guidance: What’s the profile of an ideal customer for your business? In one or two sentences, clearly define your ideal customer - their needs, buying patterns and motivations for buying. Start writing here
Competitor profile:
Guidance: What’s the profile of a typical competitor for your business? What marketing mix do they use?
Have you identified any gaps in their marketing strategy?}
Start writing here
Marketing Objectives
Goals/objectives:
Guidance: In one or two sentences, summarise the key marketing objectives for your business. Your objectives may be financial, with a goal to increase sales, marketing focused to build awareness of your product or service, or online to build engagement with online customers and business networks.
Start writing here
Marketing Strategy
Your strategy and marketing mix:
Guidance: Use this section to summarise the overall strategy and marketing mix (The 7 P’s) you will use to position yourself within the market to meet your customers’ needs. Your strategy and marketing mix should consider the activities that are relevant for your business. Remember to consider your digital strategy, which focuses on achieving your online objectives. Whatever your strategy, aim to differentiate yourself from your competitors to encourage customers to choose your business first.
Start writing here
Action Steps
Top 10 Action Steps:
Guidance: Create a list of the Top 10 action steps that will bring your theoretical objectives (your marketing strategy and objectives) to life. E.g. Finish SWOT Activity Sheet, complete marketing budget}
Start writing here
Background Analysis
The background analysis should give a snapshot of where you are right now, where you have been and where you want to go. Undertaking this process will help you to define your businesss capabilities and find opportunities within your market. Finally, defining your core business elements will ensure that your marketing plan and overall business strategy work together seamlessly.
Start writing here
Business overview
Guideline (remove when done): The overview should cover the nuts and bolts of your business including:
The name, structure and date of establishment
Details about the owners (their names, roles and levels of experience etc.)
What your business is about (your business mission, vision and values)
The key business objectives you would like to achieve
An outline of the main products and services sold
A financial analysis of your business including sales and profitability
A SWOT analysis of your business to set a line in the sand
Business name:
Guidance: What’s your business registered business name? If you haven’t registered a business name, add your proposed business name here.
Start writing here
Business structure:
Guidance: What’s the formal structure of your business? Are you a sole trader, in a partnership, a trust or company?
ABN:
Guidance: What’s your registered Australian Business Number?
ACN:
Guidance: What’s your registered Australian Company Number, if applicable?
Business location:
Guidance: Where does your business operate from?
Date established:
Guidance: When did you begin trading?
Business owner(s):
Guidance: Who are the owners of the business?
Owner/s experience:
Guidance: Create a summary of your (and other owner’s) experience in the industry and any major achievements/awards.
Vision statement:
Guidance: A Vision statement should describe WHERE you want your business to be in the future. It should communicate both the PURPOSE and VALUES of your business and answer the question, Why are we here?
Mission statement:
Guidance: A Mission statement should outline HOW you will get to where you want your business to be in the future (Your Vision). It should define the PURPOSE and PRIMARY OBJECTIVES of your business and answer the question, What do we do?
Business objectives:
Guidance: What are your short and long-term goals for your business?
Short Term goals:
Guidance: What are three primary short-term goals for your business (6 Months)?
Goal/Objective Description By when
{insert Goal/Objective name} {insert Brief goal/objective description} {insert Date of completion}
Long Term goals:
Guidance: What are three primary long-term goals for your business (1-3 Years)?
Goal/Objective Description By when
{insert Goal/Objective name} {insert Brief goal/objective description} {insert Date of completion}
Products:
Guidance: What products and/or services do you sell?
Product/Service Description Price
{insert Product/service name} {insert Brief product/service description} {insert Unit price including GST}
Financial Analysis:
Guidance: In this section provide a high-level analysis of your current financial situation, specifically addressing sales and profitability.
Part 1 – Sales Analysis
Guidance: Use this section to summarise the current sales data for your industry (if available) and your business. The areas that you can analyse include:
Sales for your overall market
Sales for your business
Sales for your competitors
If you wish to dig deeper, you can expand the analysis to Sales by Product Categories, Sales by Distribution Channels and Sales by Geography.
Start writing here
Part 2 – Profitability Analysis
Guidance: Use the sales numbers above to identify realised revenues rather than just projections and then breakdown marketing expenses in terms of direct (expenses directly tied to products) and indirect or proportional (general administrative or broad marketing expenses).
Start writing here
SWOT analysis
Guidance: Use the table below to list each of your businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.T.).
Strengths Weaknesses
Start writing here Start writing here
Opportunities Threats
Start writing here Start writing here
Student copy
Assessment Booklet -SITXMPR007 Version 4.20 Copyright Pax Institute CRICOS No. 03152D RTO No. 22207 Page 38
SWOT activity sheet
Guidance: Outline how and when you plan to address each of the weaknesses/threats from your SWOT analysis above.
SWOT weakness/ threat Activity to address weakness/threat Completion date
Student copy
Assessment Booklet -SITXMPR007 Version 4.20 Copyright Pax Institute CRICOS No. 03152D RTO No. 22207 Page 39
Your Market
Target market:
Guidance: Summarise the key statistics for your target market. This may include the size and growth potential of your market, as well as key demographics such as age, gender, income level etc.
Start writing here
Market research and environmental/industry analysis:
Guidance: What research have you completed to help analyse your market? Did you utilise a survey/questionnaire? If so, you may like to attach a copy of your survey/questionnaire and findings to the back of this plan. In this section, detail the results of the market research you have performed. Consider questions such as:
Is the area experiencing population growth or decline?
Does the region where you operate have a stable economy?
Are there any seasonal variations that might affect sales?
What is the size of the market?
What recent trends have emerged in the market?
Is there potential for growth in the market? How will you be able to capitalise on any opportunities?
How will your entrance affect the market/customers?
What external factors will affect your customers?
Start writing here
Student copy
Assessment Booklet -SITXMPR007 Version 4.20 Copyright Pax Institute CRICOS No. 03152D RTO No. 22207
Page 40
Your Customers
Target customers:
Guidance: Who are your target customers and how do they behave? Include specific demographics such as age, social status, education and gender. What are your customers’ lifestyles, activities, values, needs, interests or opinions? Where are they located? Please adjust the column headings as required.
Customer Age Gender Ethnicity Education Location Lifestyle Values Interests
{insert Target customer – choose a name} {insert
Customer’s
Age} {insert
Customer’s Gender} {insert
Customer’s ethnic background} {insert
Customer’s education level} {insert
Customer’s location} {insert
Customer’s
lifestyle} {insert
Customer’s values} {insert
Customer’s
interests}
Customer profile:
Guidance: What’s the profile of an ideal customer for your business? In a paragraph or two, clearly define your ideal customer - their needs, buying patterns and motivations for buying. This process will help you to develop a mental image of your ideal customer (often referred to as a customer avatar).
Student copy
Assessment Booklet -SITXMPR007 Version 4.20 Copyright Pax Institute CRICOS No. 03152D RTO No. 22207 Page 41
Your Competitors
Competitor analysis:
Guidance: Use the table below to analyse at least 5 competitors.}
Competitor Established date Size Market share (%) Value offered to customers Strengths Weaknesses
{insert Competitor’s name} {insert When was their business established?} {insert
Number of
staff and/or turnover} {insert
Estimated percentage of market share} {insert Unique value to customers, e.g. quality, price or customer service?} {insert What are your competitors main strengths?} {insert What are your competitors main weaknesses?}
Competitor profile:
Guidance: What’s the profile of a typical competitor for your business? In a paragraph or two, clearly define a typical competitor - their size, market share, unique value proposition, strengths and weaknesses. This process will help you to develop a mental image of your typical competitor.
Start writing here
Your Marketing
Marketing Objectives:
Guidance: Summarise the key marketing objectives for your business. Your objectives may be financial, with a goal to increase sales, or marketing focused, to build awareness of your product or service. An effective (and accountable) way to define your marketing objectives is to follow the ‘SMART’ acronym (Specific, Measurable, Achievable, Realistic and Timely)1.
Examples of SMART marketing objectives
To achieve a 20% return on capital employed by April 2014 (Profitability Objective)
To gain 15% of the market for sports socks by November 2018 (Market Share Objective)
To make X brand of juice the preferred brand of 21-29 year old females in Australia by August 2019 (Branding Objective)
Detail your SMART marketing objectives in the table below:
Objective Specific Measurable Achievable Realistic Timely
{insert Your specific marketing objective} { Is your objective specific?} { Can your objective be measured?} { Is your objective achievable?} { Is your objective realistic?} { Have you set a specific date for your objective to be achieved?}
Marketing Strategy:
Guidance: Use this section to detail the overall strategy you will use to position yourself within the market to meet your customers’ needs. Whatever your strategy, you goal should be to differentiate yourself from your competitors to encourage customers to choose your business first. The specific elements that make up your marketing strategy are typically referred to as the marketing mix. Each element can be varied to broaden the appeal of products and services, and will therefore have a direct impact on sales.
The 8 Ps of marketing
Your PRODUCT (or SERVICE)
The PRICING of your product or service
Your POSITION (place) in the marketplace
The PROMOTION of your product of service
The PEOPLE in your business (salespeople, staff etc.)
The PROCESS represents the buying experience
The PHYSICAL environment where the good/services are presented
PRODUCTIVITY and Quality is an essential part of meeting customer needs
Click any of the links above to find out more about a specific element and how it can be applied.
Start writing here
Your PRODUCT or service
Guidance: Here you should describe your long-term product strategy in detail. If you are providing a service then you should consider your service(s) as your product(s).
You will need to consider:
What features and benefits do you offer?
The unique selling position - what makes your product/service different from your competitors’?
Potential spin-off products or services?
Product or Service Features Benefits Unique Selling
Position Support Spin Offs
{What is your product or service?} {What are the features of your product or service? {What are the customer benefits of your product or service?} {What makes your product or service unique?} {What additional support do you offer? E.g. warranty, money back etc.} {Are there any potential spin-off products or services you can offer?}
The PRICING of your product or service
Guidance: Price is a critical component of your marketing mix. Why? Because choosing the right price for your products or services will help you to maximise profits and also build strong relationships with your customers. By pricing effectively you will also avoid the serious financial consequences that can occur if you price too low (not enough profit) or too high (not enough sales).
Setting prices for your products and services might seem like a daunting task, however, it doesn’t need to be … just remember:
you are in business to make a profit (and that’s ok!) most business owners underprice the value that they deliver your sales and marketing strategy should defend your prices
Your overall pricing strategy will depend on your marketing, business and lifestyle objectives. So, before you start the research process spend some time defining your income (and net profit) aspirations. Also look at the small business expected income benchmarks on the ATO website.
Product or Service Price Costs Net Profit Comp. Price Value
{What is your product or service?} {What is the price of your product or service?} {What is the total cost of selling your product or service?} {What Net Profit is made from selling your product or service?} {What is your competitor’s pricing for this product or service? {What unique value does your product or service offer/deliver?}
Your POSITION (Place) in the marketplace
Guidance: Place refers to the channels and locations for distributing your product, related information, and support services. This is how you will position your product or service in the marketplace.
This includes:
the place where the product/service can be bought the distribution channels
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. This may include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet. This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories.
Sales and distribution channels
Channel type Products/services Percentage of sales (%) Channel strategy
{e.g. Shopfront, internet, direct mail, export or wholesale.} {List all the products/services sold via this channel} {What percentage of overall sales do you expect to sell via this channel?} {Why have you decided to use this channel type? How and when will you use it? What is the strategy behind using this channel type for this product/service?}
The PROMOTION of your product or service
Guidance: State how you currently promote and market your business now (or intend to). Compare (where applicable) what your competitors do for promotion, noting what does and doesn’t work for them as well as yourself. Regardless of how good your business is, if you don’t promote it and tell people you exist, it’s unlikely you will make many sales.
Promotion is more than selling and advertising your business. It’s about attracting the right people to use and reuse your business. There are many techniques to use and they can be combined in various ways to create the most cost-effective strategy for your needs.
Detail your promotion techniques into six categories:
• online
• public relations
• advertising
• promotion
• packaging or personal selling
• branding
•
Direct marketing is often added to the marketing mix despite being part of advertising rather than marketing.
Product or Service Online Public
Relations Advertising Promotion Packaging Branding
{What is your product or service?} {What online strategies are you using?} {What PR
strategies are you using? {What advertising strategies are you using?} {What promotion strategies are you using?} {What packaging strategies are you using?} {What branding strategies are you using?}
The PEOPLE in your business (salespeople, staff etc.)
Guidance: Every employee in your business (if you have them) can influence the marketing of your products and services. Knowledgeable and friendly staff can contribute to creating satisfied customers, and can provide the unique selling experience that an organisation is often seeking. If an outstanding team provides a competitive advantage, then the quality of recruitment and training becomes essential to achieving your marketing objectives.
Some questions to consider when assessing your team members:
Are they prepared to talk with clients in detail about your products and services?
Do you have training in place to drive constant improvement?
Do your team understand the process for handling client interactions?
Are staff members empowered to make decisions (and act) on the business’s behalf?
Do they have the communication skills to be effective?
Do staff members ‘live’ your brand when they are at work?
Name Job Title Department Responsibilities
{e.g. Mr Chris Brantley}
{e.g. Marketing/ Sales Manager} {e.g. Sales} {insert the main responsibilities of this position}
The PROCESS represents the buying experience
Guidance: Process represents the buying experience that the customer experiences when they buy your product or service. For example, the way that a fine bottle of wine is presented and served in a restaurant, the reaction of a business to a complaint or the speed of delivery in a fast food outlet.
A poor process, on the other hand, can undermine the other elements of the marketing mix. Budget airlines, for example, may offer very competitive headline prices, but if the final price is inflated by additional charges such as baggage charges and administrative fees, customers may begin to feel that they have been taken advantage of even if the final price is lower than other carriers.
Product or Service The Process Key Benefits Improvements
{What is your product or service?} {Outline the Process in point form} {What are the key benefits for the customer?} {What changes can you make to improve the process?}
The PHYSICAL ENVIRONMENT where the good/services are presented
Guidance: The physical environment where your products or services are sold and delivered can have a significant impact upon how your customers experience your business. The physical environment represents the tangible aspects of selling your products and services, such as the quality of the furnishings in your consulting rooms or the design of your reception area. Creating a positive physical environment doesn’t have to be costly – a vase full of fresh flowers can make a big difference.
Use the table below to outline the physical environments that your customers experience when they buy your products or services and any improvements you might be able to make.
Name Selling Environment Delivery Environment Improvements
{What is your product or service?} {Where is the product or service sold?} {Where is the product or service delivered?} {What changes can you make to improve the Physical Environment?}
PRODUCTIVITY is an essential part of meeting a customer’s needs
Guidance: Improving productivity is an important factor in cost management; however, it also plays a key role in satisfying customer’ needs. The more effective and efficient your marketing efforts are the more satisfied customers your business will create at a lower cost.
Here are some examples of strategies that could improve your marketing productivity:
Improved Marketing Accounting – take time to understand where resources are being spent, customer value being created and where money is being made or lost.
Marketing Alliances – share resources, ideas and opportunities with other organisations that service the same customers.
Encourage Customer Involvement – increase customer satisfaction and lower costs by adding customers to the value chain e.g. ask them to write guest posts for your blog.
Name Job Title Department Responsibilities
{e.g. Mr Chris Brantley}
{e.g. Marketing/ Sales Manager} {e.g. Sales} {What are the main responsibilities of this position?}
Marketing Activity
Guidance: Once you have defined your marketing mix, the next step is to detail the specific activities that you will undertake to achieve your marketing objectives. As you create these activities, keep referring to your marketing mix – it will help you to assess which activities are worth the time and effort to implement.
What steps or activities will you undertake to achieve your marketing objectives?
Marketing activity/milestone Person responsible Date of expected completion Cost ($) Success indicator
{Print advertising, online advertising, mail-out, giveaway, media release, event, website, blog/social media, public relations, branding and artwork, or publications and catalogues.} {Who is responsible for completing this task?} {When do you expect to complete the marketing activity?} {Estimated cost of activity.} {What indicator/ measurement result will need to be met before this activity is considered a success?}
Your Finances
Marketing Budget {YEAR}
Guidance: To complete this marketing budget, you should rely heavily on your financial statements and projections. Double-click the table below to enter your details or attach your own budget at the back of this marketing plan.
Organisational Implications
Guidance: Organisational implications are often overlooked when business owners tackle a marketing plan. For example, if your goal is to increase your customer base by 15% and therefore your staff by 10%
- will you be able to house them in your current offices? Could you outsource some tasks? It’s important to consider and document these decisions in your plan.
Use the space below to outline any organisational implications, which you feel may affect the implementation of your marketing plan.
Start writing here
Contingencies
Guidance: All plans in business should remain flexible (and adjustable) as you are often working with assumptions. The more planning you do, the better you will become at predicting. However, as you are learning the needs of your market - it is fair to say that some of your assumptions are going to fall short of expectation.
Use the space below to outline any contingencies (alternative options) which may assist if things don’t go as planned.
Start writing here
Student copy
Assessment Booklet -SITXMPR007 Version 4.20 Copyright Pax Institute CRICOS No. 03152D RTO No. 22207
Page 58
Monitoring/measurement activities
Guidance: Reviewing the impact of your marketing should be a periodic activity. List the details of each review in the table below.
Marketing activity Date of review Monitoring methods Review outcomes
{Print advertising, online advertising, mail-outs, giveaways, media releases, events, website, blog/social media, public relations, branding and artwork, or publications and catalogues.} {e.g. Month/Year} {What tools did you use to measure/monitor the impact of your marketing activities?} {e.g. What were the results for the promotional period? What were your sales/profit figures? How many new/repeat customers did you receive? How many customers visited your website? Etc.}
Student copy
Assessment Booklet -SITXMPR007 Version 4.20 Copyright Pax Institute CRICOS No. 03152D RTO No. 22207 Page 59
Supporting documentation
Guidance: Attach any supporting documentation in relation to this marketing plan.
List all your attachments here. These may include resumes, customer survey/questionnaire and/or financial documents.
Use the space provided below to complete this assessment
Student copy
Assessment Booklet -SITXMPR007 Version 4.20 Copyright Pax Institute CRICOS No. 03152D RTO No. 22207 Page 60
Assessment 2 -Assessor Checklist –
Assessor Use ONLY
This checklist is to be used when assessing the students in the associated task. This checklist is to be completed for each student. Please refer to separate mapping document for specific details relating to alignment of this task to the unit requirements.
Please complete below
Student Name:
Student ID No:
Develop a Marketing Strategy for the scenario (that reflects research undertaken)
Determine what the product / service will do for the company ? Yes ? No
Determine what they want others to say about their products or services ? Yes ? No
Define marketing objectives ? Yes ? No
Elaborate on how marketing objectives would be achieved ? Yes ? No
Include purpose including (please tick)
? Brief explanation for why this plan was produced
? Suggestions on what may be done with the information contained in the plan (1 paragraph) ? Yes ? No
Includes a mission statement that identified a stable,
long-run vision of the organisation (1 paragraph) ? Yes ? No
Student copy
Assessment Booklet -SITXMPR007 Version 4.20 Copyright Pax Institute CRICOS No. 03152D RTO No. 22207
Page 61
Include situational analysis on Current Products that covers (Please Tick):
? Product attributes
? Pricing
? Distribution
? Promotion
? Services offered (1-2 pages) ? Yes ? No
Include situational analysis on Current Target Markets that describes (please tick)
? Target market approach
? Demographic / Psychographic profile of market
? Characteristics of target customers
? Product positioning
? Attitudes
? Purchasing process
? Product market size estimates (2-3 pages) ? Yes ? No
Include situational analysis on Current Distributor Networks (if appropriate) that describes (please tick):
? Channels/supply chain employed to sell and deliver the product
? Deeds and benefits sought by distributors
? Products role within distributor network
? Purchase process
? Demographics
(1-2 pages) ? Yes ? No
Include situational analysis on current competitors that describes direct competitors in terms of (please tick):
? Target markets served
? Product attributes
? Pricing
? Promotion
? Distribution including the distributor network
? Services offered (1-2 pages) ? Yes ? No
Include situational analysis on current competitors that discusses (please tick):
? Competitors strengths and weakness
? Competitive trends (1-2 pages) ? Yes ? No
Include situational analysis on current financial condition that explores and explains (please tick):
? Current sales analysis
? Profitability analysis (1-3 pages) ? Yes ? No
Include situational analysis on external forces that may impact the company’s product or the market including (please tick):
? social and cultural
? demographic
? economic
? technological
? environmental
? political
? legal, regulatory, ethical (1-2 pages) ? Yes ? No
Include situational analysis summary with a detailed
SWOT analysis of the company’s product(s) (1 page) ? Yes ? No
Identify a marketing strategy that includes at least one of the following (please tick):
? market growth
? market ability
? cost control
? market exit
(less than 1 page) ? Yes ? No
Determine the financial objectives that discusses (please tick):
? customer sales
? channel sales
? margins
? profitability
? ratios
(1 page) ? Yes ? No
Determine the marketing objectives (please tick items relevant to plan):
? total market objectives (market share / customers / purchases)
? promotional objectives (level of brand / traffic building / product trials / sales force)
? channel objectives (dealers / order processing and delivery)
? market research objectives (studies initiated and completed)
? R&D objectives
? Other objectives
(less than 1 page) ? Yes ? No
Make tactical decisions on target market including (please tick):
? Target market description
? Product positioning
? Sales forecast for each product
(1 – 2 pages) ? Yes ? No
Make tactical decisions on products including (please tick):
? Summary (description, features, branding, packaging, labelling)
? Identify and justify planned changes
? Described planned changes
(1-3 pages) ? Yes ? No
Make tactical decisions on promotion including (please tick methods used):
? Advertising
? Sales program
? Public relations
? Personal Selling
(1-4 pages) ? Yes ? No
Make tactical decisions on distribution
(1-2 pages) ? Yes ? No
Make tactical decisions on pricing including price decisions by (please tick)
? Model / product
? Segment
? Channel
? Geography
? Discounts
? Payment terms
(1-2 pages) ? Yes ? No
Consider factors that affect price setting including
? Cost factors (fixed and variable)
? Customer expectations
? Ethical
? sustainable
? Company expectations (Margins, ROI)
? Demand considerations
? Competition
? Economic conditions
? Legal / regulatory considerations
? Pricing options ? Yes ? No
Make tactical decisions on additional considerations
(please tick)
? Customer support services
? Market Research
? Other ? Yes ? No
Develop consultation strategies with stakeholders ? Yes ? No
Set a realistic marketing budget with narratives explaining important budget conditions such as (Please Tick):
? Outline spending requirements for each tactical marketing decision
? Breakdown each tactical category (e.g., types of advertising, types of services offered, marketing research expense, etc.)
? Show detailed spending timetable by:
o Month o Year
? Show spending by:
o Product (if plan is for more than one) o Segment/Geographic area o Distribution Network/Channel
(1-2 pages) ? Yes ? No
Develop Marketing Plan
Develop a thorough implementation plan for each segment of the Marketing Plan that includes: o Introduction o Segment overview / description / structure o Description of implementation o Summary of major tasks for implementation o Implementation schedule (in chronological order) o An outline of the roles and responsibilities for each person involved in the implementation
o Availability of staff / personnel o Training required o Post implementation verification ? Yes ? No
Marketing Strategy and Plan submitted on time for approval ? Yes ? No
Student considered feedback and adjusted plan / strategy appropriately ? Yes ? No
Marketing Plan attached ? Yes ? No
Student Declaration: I declare that the work submitted is my own and has not been copied or plagiarised from any person or source. Name: ________________________
Signature: ________________________
Date: ____/_____/_____
Assessor Use Only
Comments
Result
(Please Circle) Satisfactory Not Satisfactory
Assessor: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback
Assessor: _________________________________
Signature: ________________________
Date: ____/_____/_____
Assessment 3 – Role Play
Now that you have completed your marketing plan it’s time to implement the strategy, monitor and evaluate its performance.
For this assessment you will perform a role paly activity.
You will need to print out copies of you marketing plan ready for the role play.
You may participate in the role play with your trainer assessor or with
a colleague. You may need to swap roles playing the stakeholder and the marketing consultant.
Part of this assessment activity is to demonstrate your ability to communicate your priorities, responsibilities, timelines and budgets. All stakeholders which may include the business owner/clients, staff, suppliers, financiers etc may need to be kept informed of nay planned changes. Your aim is to share valuable information on the planned marketing activities with operational staff to maintain awareness of the current organisational focus. You will discuss what KPI; s (Key Performance Indicators) you will use to monitor this plan after it is implemented to ensure your plan is working. You will also discuss in your role play when you plan on re-evaluating and monitoring the KPI’s (e.g. daily/weekly/monthly/yearly etc)
For the purposes of this role play you will play the marketing consultant that created the marketing plan. The other person will act as the original café owner and you will be explaining your campaign to them.
Assessment 3 – Observation Checklist
Assessor Use ONLY
This checklist is to be used when assessing the students in the associated task. This checklist is to be completed for each student. Please refer to separate mapping document for specific details relating to alignment of this task to the unit requirements.
Please complete below
Student Name:
Student ID No:
Did the student: Satisfactory Comments
Performed the role play
Printed copies of the marketing plan for distribution and presentation or used any presentation materials to assist the communication process. ? Yes ? No
Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets ? Yes ? No
Provide timely opportunities for colleagues to contribute to marketing plan. ? Yes ? No
Submit marketing plan for approval according to organisational policy ? Yes ? No
Implement and monitor activities detailed in plan according to schedule and contingencies ? Yes ? No
Produce marketing reports according to organisational policy ? Yes ? No
Share information on marketing activities with operational staff to maintain awareness of current organisational focus. ? Yes ? No
Decide on a plan to Conduct ongoing evaluations. ? Yes ? No
Evaluated the marketing activities using agreed methods and benchmarks e.g. indicated what KPI’S they would use for measuring and monitoring. ? Yes ? No
Where appropriate adjusted according to evaluation ? Yes ? No
Clearly Communicated during the role play and implemented the agreed changes. ? Yes ? No
Student Declaration: I declare that I have been assessed in this unit, and I have been advised of my result. I also am aware of my appeal rights. Name: ________________________
Signature: ________________________
Date: ____/_____/_____


Assessor Use Only
Comments
Result
(Please Circle) Satisfactory Not Satisfactory
Assessor: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback
Assessor: _________________________________
Signature: ________________________
Date: ____/_____/_____