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Case Study - BBQ Fun
STUDENT ASSESSMENT

IDENTIFY AND EVALUATE MARKETING OPPORTUNITIES - BSBMKG501

Instructions
You are advised to commence work on your assessment from week 1 and all tasks must be submitted by the due dates provided.
1. All assessments must be completed and delivered individually. Where an assessment involves group discussions, you should consider the input of your group but submit an individual assessment to your trainer.
2. Please read all instructions on completing each assessment. Instructions for completion are provided at the beginning of each assessment.
3. All written answers must be typed in a word document using Arial font, 12 size and single spacing if similar instructions are not provided in the assessment.
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 learning resources or any other relevant resources when completing your assessment.
6. Assessments are due for submission as specified in the assessment schedule. Any variations to this arrangement must be approved by your trainer prior to the due date for submission.
7. You have access to computers which are equipped with Microsoft suite of products or any other relevant software and printing facility.
8. Use assessment templates if provided, to complete relevant sections of the assessment. You can also create your known templates for assessment evidence.
9. You must achieve a satisfactory result for all tasks to achieve competency in this unit.
10. All assessment answers should be submitted to the trainer in required format (soft or hard copy) as per trainer instructions with completed assessment cover sheet (if required).
Assessment Schedule
Task Due Date
Learning Activity Only Week 1
Learning Activity Only Week 2
Task 1 Week 3
Learning Activity Only Week 4
Task 2 Week 5

Task 1: Identify marketing opportunities
Performance objective
The candidate will demonstrate skills and knowledge required to investigate marketing opportunities.
Assessment description
You will analyse BBQ Fun simulated business to identify two marketing opportunities, research potential new markets, assess opportunities with respect to contribution to the business, and explore innovative approaches. You will then prepare a brief presentation for marketing peers to support and explain the two marketing opportunities you have identified.
Procedure
There are two parts to this assessment task. Part A requires you to identify and evaluate two opportunities for BBQ Fun organisation. In part B, you will explain the opportunities to your peers in a 15–20 minute presentation.
Part A
Part A requires you to identify and evaluate two opportunities for BBQ Fun organisation.
1. Identify two marketing opportunities for the organisation
a. To identify opportunities, analyse information on BBQ Fun organisation’s market and business needs, for example:
i. comparative market information
ii. competitors’ performance
iii. customer requirements
iv. legal and ethical requirements
v. market share
vi. market trends and developments
vii. new and emerging markets
viii. profitability
ix. sales figures
2. Research potential new markets for the organisation, for example:
a. export markets
b. segments of the market not currently penetrated
c. Consider strategic marketing approaches such as:
d. increasing market share
e. developing new markets
f. developing new products
g. diversification
3. Using a suitable methodology, such as gap analysis, market or marketing analysis, or competitor analysis, identify and decide on two marketing opportunities to focus on and investigate further.
In your analysis, consider types of markets and aspects of the marketing mix such as distribution, products and types of promotional activities, for example:
a. e commerce
b. business to business marketing
c. direct marketing
d. ideas marketing
e. marketing of goods
f. public sector marketing
g. services marketing
h. telemarketing.
4. Estimate the effect of the two marketing opportunities on the business, for example:
a. effect on sales volume
b. growth
c. market share
d. profitability.
5. Use numerical analysis or statistical methods to forecast effects. For example, use the least squares method to estimate demand. Use estimated demand to calculate effect on sales and profitability.
6. Explore and develop entrepreneurial, innovative or creative options (one for each opportunity) to apply the marketing opportunities in the context of the organisation.
For example, if you identify an e-commerce opportunity, determine how to apply the e-commerce opportunity to the organisation including aspects such as media, web-design to appeal to target markets, integration with existing operations, marketing strategy and overall strategic directions.
Part B
Prepare a 15–20 minute presentation for marketing peers explaining and supporting the two marketing opportunities you have identified. Ensure you complete the following:
1. Describe two marketing opportunities and how you identified them. Describe the process you undertook to analyse your organisation to identify the marketing opportunities. Refer to current organisational marketing plan and products/services
2. Support your choice of marketing opportunities with reference to market information such as market trends and sales figures. Include relevant statistics.
3. Describe the effect of opportunities on the business, for example:
a. sales volume
b. growth
c. market share
d. profitability.
Note: You must use evidence to support your assertions, such as:
a. refer to quantitative or qualitative data
b. show/use results of statistical methods of forecasting demand
c. show results of break-even or profit analysis.
2. Describe innovative or creative options (one for each opportunity) to apply the marketing opportunities in the context of the organisation. Refer to aspects of the marketing mix, i.e., product, price, promotion, place (distribution). Refer to principles of marketing that apply to your approaches to realising the proposed opportunities.
3. Use appropriate language and level of formality to satisfy needs of your audience. For example:
a. professional but semi-formal language
b. technical vocabulary; potential need to define more obscure marketing terms or statistical methodologies
c. assume no knowledge of specific organisational policies or marketing strategies
d. be prepared to answer questions
e. provide for response and feedback.
4. Prepare and keep presentation notes and other materials used in the presentation such as PowerPoint slides and handouts.
5. Deliver your presentation as per specifications (below).
6. Submit presentation notes, PowerPoint slides, etc. to your assessor. Keep a copy of all documentation for your records.

Specifications
You must:
? Submit a complete marketing opportunities analysis report based on steps mentioned in Part A
? deliver a 15–20 minute presentation
? submit presentation notes and other materials used in the presentation such as PowerPoint slides and handouts.
Your assessor will be looking for:
? culturally appropriate communication skills employed to relate to people from diverse backgrounds and people with diverse abilities
? literacy skills to identify and interpret market information
? numeracy skills to calculate and evaluate financial information on new marketing options
? research and evaluation skills to gather information on and interpret market trends to identify marketing opportunities
? knowledge of organisational marketing plan, and products and services
? knowledge of principles of marketing and the marketing mix
? knowledge of statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques.
Appendix
Case Study - BBQ Fun

Task 2: Evaluate marketing opportunities
Performance objective
The candidate will demonstrate skills and knowledge required to investigate marketing opportunities and evaluate required changes to current operations.
Assessment description
In response to a simulated business scenario, you will evaluate three marketing opportunities that have been identified for you, rank them in terms of viability and likely contribution to the business, and assess the impact of the top-ranked opportunity on operations. You will then prepare a report for the board of directors documenting identified marketing opportunities and required changes.
Procedure
There are two parts to this assessment task. Both parts relate to three new opportunities that need to be evaluated. Part A requires you to read all materials and to evaluate and complete the information in the BBQfun sales data worksheet. In part B you will prepare a report for a board of directors to outline, evaluate and rank the opportunities.
Part A
1. Read all materials required for this activity: this procedure, BBQfun simulated business, information supplied in the scenario, and information supplied in the BBQfun sales data worksheet of this assessment task.
Scenario
You are the marketing manager at BBQfun. You and your team have identified three marketing opportunities to evaluate. They are:
? manufacture and sell own brand
? sell products through e-commerce
? sell products at bargain prices
The first opportunity is to manufacture and retail own-branded barbecues and products. Manufacture would take place at a leased plant in India as BBQfun has no manufacturing capability. Also, manufacture in Australia would be too expensive.
The second opportunity is to offer all products in an online store. Stock could be stored at no extra cost at existing stores. Customers would cover delivery costs.
The third option is to aim to increase market share by cutting the cost of products and aiming at mass appeal.
Further information is provided in the BBQfun sales data worksheet.
Each opportunity will be promoted through a $500,000 television, internet and email advertising campaign (cost accounted for in approved budget).
You will need to review the BBQfun simulated business information to determine organisational fit, profitability and operational implications for each of the three opportunities.
On the basis of the profitability index (opportunity cost estimated to be 8%) and a full appreciation of other, non-financial factors, you will need to rank these opportunities and choose one top-rated opportunity for further evaluation.
After ranking the three opportunities, you will complete your evaluation in terms of impact on operations. Information is provided in the BBQfun sales data worksheet.
You will then need to provide a report to the board of directors documenting your evaluation of identified marketing opportunities and required changes to operations.
2. Using all the information you have been provided with, fill in the blank spaces (shaded boxes) in the BBQfun sales data worksheet in the following order:
a. Forecast the total market potential for 2012/13.
b. Use the market share for each opportunity and the total market potential to forecast the number of buyers in each category for the e-commerce market opportunity.
c. Use the number of buyers from market potential tables to calculate the unit sales volumes for the e-commerce and bargain market opportunities.
d. From this information, calculate estimated total revenue and gross profit.
e. Use the additional fixed costs and the BBQfun simulated budget to determine the net profit for each opportunity.
f. Use gross profit and total fixed costs from each opportunity to calculate the profitability index for each opportunity.
g. Use information from this assessment task and the BBQfun simulated business to calculate total cost of operational changes.
3. Complete your own research to supplement the information you have been provided with. Ensure that you have all the information that will enable you to address all the requirements of the report.
Part B
1. Complete a report according to the following requirements.
2. Referring to the BBQfun simulated business documentation, analyse the three opportunities outlined in the scenario in terms of likely fit with organisational goals and capabilities. Consider:
a. organisational marketing plan, structure, products and services
b. principles of marketing and the marketing mix
c. additional marketing information such as survey results in the BBQfun sales data worksheet.
3. Using information in the BBQfun sales data worksheet, evaluate each opportunity in terms of impact to current business and customer base. Evaluation should include investigation of:
a. sales volume for each opportunity in FY 2012/13
b. gross and net profit for each opportunity FY 2012/13
c. use numerical analysis or statistical methods to forecast, for example, the size of potential markets in FY2012/13.
4. consider also:
a. impact on growth plans
b. market share
c. knockout factors to rule out opportunities.
5. Assess external factors which may be relevant to each opportunity. Identify all of:
a. codes of practice and models
b. regulations
c. relevant legislation.
6. Refer to relevant BBQfun policies and procedures.
7. Referring to BBQfun simulated business documentation, summarise major costs, benefits and risks associated with each opportunity, including risks associated with potential competitors. Identify at least two strategies or approaches to mitigate risk.
8. Using information in the BBQfun sales data worksheet, assess the return on investment for each opportunity. Calculate the profitability index for each opportunity.
9. Based on your analysis so far, rank each of the three marketing opportunities. Justify your ranking in terms of both financial and non-financial factors (such as organisational fit).
10. Using information from the BBQfun sales data worksheet, for the top-ranked marketing opportunity, identify changes to current operations in order to take advantage of the opportunity. Ensure changes identified are adequate to:
a. service an increased or different customer base
b. ensure continued quality of service.
11. Ensure you can justify changes on the basis of maintaining quality.
12. Using information from the BBQfun sales data worksheet, estimate and justify resource requirements and costs for changed operations. Consider:
a. additional staff
b. distribution costs
c. equipment
d. promotional costs
e. staff training.
13. Prepare the report for the board of directors to document your evaluation of the three marketing opportunities and operational changes for the top-ranked opportunity. Ensure you include the following in your report:
a. An executive summary.
b. The results of your investigation of marketing opportunities in steps 3–8. Document the results of your investigation at each step. Consider documenting each step separately, under its own section heading.
c. For the top-ranked opportunity, the results of your evaluation of required changes to operations in steps 9–10. Document the results of your evaluation at each step. Consider documenting each step separately, under its own section heading.
14. Appropriate language and level of formality to satisfy needs of your readers:
a. formal language
b. technical vocabulary; no need to define terms such as ‘marketing mix’, for example
c. assume knowledge of organisational policies, marketing strategies.
15. Submit your report as per specifications below. Keep a copy of your report for your records.
Specifications
You must submit:
• Complete BBQfun sales data worksheet
• evaluation report for the board of directors that covers all of the listed requirements.
Your assessor will be looking for:
? literacy skills to identify and interpret market information, to write in a formal style appropriate to a professional audience and to document outcomes and requirements
? numeracy skills to calculate and evaluate financial information on new marketing options
? knowledge of 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:
? anti discrimination legislation and the principles of equal opportunity, equity and diversity
? ethical principles
? marketing codes of practice and conduct such as the Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice, The Free TV Australia Commercial Television Industry Code of Practice, and the Australian E commerce Best Practice Model
? privacy laws
? Competition and Consumer Act
? knowledge of organisational marketing plan, structure, products and services
? knowledge of principles of marketing and the marketing mix
? knowledge of statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques.
Appendix
Case Study - BBQ Fun BBQfun sales data worksheet

References / recommended resources
Identify and evaluate marketing opportunities - BSBMKG501, 2015, 1st Edition, Version 1, Innovation and Business Industry Skills Council Ltd Australia, East Melbourne, VIC, Australia
Recommended reading
Some recommended reading for this unit includes:
Introduction
? Australian Market and Social Research and Society, viewed June 2012, http://www.amsrs.com.au/ .
? ‘Marketing dictionary’, Monash University, viewed June 2012, http://www.buseco.monash.edu.au/mkt/dictionary/ .
? ‘Business studies theory by topic – marketing’, The Times 100, viewed June 2012, http://businesscasestudies.co.uk/business-theory/marketing.html .
? ‘Market research and development’, The Times 100, viewed June 2012, http://www.thetimes100.co.uk/theory/theory--market-research-development--357.php .
? ‘Marketing and the business environment’, The Times 100, viewed June 2012, http://www.thetimes100.co.uk/theory/theory--marketing-business-environment--184.php .
? The Australian and New Zealand Marketing Academy (ANZMAC), viewed June 2012, http://www.anzmac.org .
Market research
? Market Research World, viewed June 2012, www.marketresearchworld.net .
? Nielsen, viewed June 2012, http://au.nielsen.com .
? OzTAM – measuring audiences, viewed June 2012, http://www.oztam.com.au .
? Roy Morgan Research, viewed June 2012, http://www.roymorgan.com.au .
Relevant associations and organisations
? The Communications Council, viewed June 2012, http://www.communicationscouncil.org.au .
? Australian Direct Marketing Association, viewed June 2012, http://www.adma.com.au .
? Australian Market and Social Research and Society, viewed June 2012, http://www.amsrs.com.au/ .
? Australian Marketing Institute, viewed June 2012, http://www.ami.org.au .
Entrepreneurship
? Inc., viewed June 2012, http://www.inc.com .
? Fast Company, viewed June 2012, http://www.fastcompany.com .
? Red Herring, viewed June 2012, http://www.redherring.com .
? Australian Anthill, viewed June 2012, http://www.australiananthill.com .
Marketing
? Dickman, G., 2001, Business statistics, 2nd edn, Nelson Thomson Learning, Melbourne.
? Friend, G., and Zehle, S., 2004, Guide to business planning, Profile Books, London.
? Rix, P., 2004, Marketing: a practical approach, 7th edn, McGraw Hill, NSW.
? Corkingdale, D., Balan, P., and Rowe, C., 1996, Marketing: making the future happen, Thomas Nelson, Melbourne.
? Hague, P. N., 2002, Market research: a guide to planning, methodology and evaluation, 3rd edn, Kogan Page, London.
? Kotler, P., Brown, L., Burton, S., Deans, K., and Armstrong, G., 2010, Marketing, 8th edn, Pearson, Australia.
? Schindehutte, M., Morris, M., and Pitt, L., 2009, Rethinking marketing, Pearson Prentice Hall, New Jersey.
Creativity
? Adams, J., 2001, Conceptual blockbusting: a guide to better ideas, 4th edn, Perseus Pub, New York.
? Boden, M. A., 2004, The creative mind: myths and mechanisms, 2nd edn, Routledge, London.
? De Bono, E., 1970, Lateral thinking: a textbook of creativity, Ward Lock Educational, London.
Online resources
? ACT Government, ‘Business development’, Economic Development Directorate, viewed June 2012, http://www.business.act.gov.au/doing_business_in_ canberra/starting_and_growing_your_business/home-based_business .
? Advertising Standards Bureau, viewed June 2012, http://www.adstandards.com.au .
? Australian Communications and Media Authority, ‘Do Not Call Register – Overview’, Do Not Call Register, viewed June 2010, https://www.donotcall.gov.au/faqs.cfm .
? Australian Direct Marketing Association (ADMA), viewed June 2012, http://www.adma.com.au .
? Australian Government, ‘Business and market research’, Business.gov.au, viewed June 2012, http://www.business.gov.au/Howtoguides/Growingabusiness/ Analysingyourbusiness/Pages/Businessmarketresearch.aspx .
? Australian Government, ‘Researching your market’, Business.gov.au, viewed June 2012, http://www.business.gov.au/BusinessTopics/Marketresearchand statistics/Pages/Researchingyourmarket.aspx .
? Australian Human Rights Commission, ‘Information for Employers’, Australian Human Rights Commission, viewed June 2012, http://www.hreoc.gov.au/info_for_employers/fact/index.html .
? Australian Institute of Company Directors, viewed June 2012, http://www.companydirectors.com.au .
? Australian Securities and Investments Commission, viewed June 2012, http://www.asic.gov.au/ .
? Commonwealth of Australia, ‘Advertising and Selling’, Australian Consumer Law, viewed June 2010, http://www.consumerlaw.gov.au/content/Content.aspx?doc= the_acl/legislation.htm .
? Commonwealth of Australia, ‘Australian eMarketing Code of practice March 2005’, ACMA, viewed June 2012, http://www.acma.gov.au/WEB/STANDARD/pc=PC_ 7011 .
? Commonwealth of Australia, ‘Broadcasting codes and schemes index’, ACMA, viewed June 2012, http://www.acma.gov.au/WEB/STANDARD/pc=IND_REG_ CODES_BCAST .
? Commonwealth of Australia, ‘Media information’, ACMA, viewed June 2012, http://www.acma.gov.au/WEB/STANDARD/pc=PC_2861 .
? Commonwealth of Australia, Australian Government Register of Lobbyists, viewed June 2012, http://lobbyists.pmc.gov.au .
? Commonwealth of Australia, 2010, Do Not Call Register: A guide for your business, viewed June 2012, http://www.acma.gov.au/webwr/_assets/main/lib100844/ donotcall-guide-for-your-business.pdf .
? Commonwealth of Australia, ‘Legislation’, Australian Competition and Consumer Commission, viewed June 2010, http://www.accc.gov.au/content/index.phtml/ itemId/303213 .
? Commonwealth of Australia, ‘Model WHS legislation’, Safe Work Australia, viewed June 2012, http://www.safeworkaustralia.gov.au/sites/swa/legislation/pages/ modelwhslegislation.aspx .
? Copyright Agency, viewed June 2012, http://www.copyright.com.au .
? Corante, ‘More on idea generation tools and techniques’, Corante: Idea flow, viewed June 2012, http://ideaflow.corante.com/archives/2003/05/09/ more_on_idea_generation_tools_and_techniques.php
? Government of South Australia, ‘Starting and managing a business’, sa.gov.au, viewed June 2012, http://www.sa.gov.au/subject/Business%2C+industry+ and+trade/Starting+and+managing+a+business .
? Government of Tasmania, ‘Business Guides’, Department of Economic Development, Tourism and the Arts, viewed June 2012, http://www.development. tas.gov.au/economic/business_point/content/business_guides .
? Government of Western Australia, ‘Market research’, Small business development corporation, viewed June 2012, http://www.smallbusiness.wa.gov.au/market-research/ .
? Free TV Australia, viewed June 2012, http://www.freetv.com.au .
? IP Australia, viewed June 2012, http://www.ipaustralia.gov.au .
? Mind Tools Ltd, ‘Generating new ideas: think differently and spark creativity’, Mind tools, viewed June 2012, http://www.mindtools.com/pages/article/newCT_ 88.htm .
? Money-Zine.com, ‘Profitability index calculator’, Money-Zine, viewed June 2012, http://www.money-zine.com/Calculators/Investment-Calculators/Profitability-Index-Calculator/ .
? Mycoted, ‘Creativity and Innovation Techniques – an A to Z’, Mycoted, viewed June 2012, http://www.mycoted.com/Category:Creativity_Techniques .
? NSW Government, ‘Understanding your market’, Small Business NSW, viewed June 2012, http://toolkit.smallbiz.nsw.gov.au/dsrd/part/marketing_research/1/2/ 9.html .
? Oclacan, O., ‘Overview on qualitative data collection techniques in international marketing research’, Ezine @rticles, viewed June 2012, http://ezinearticles.com/?Overview-on-Qualitative-Data-Collection-Techniques-in-International-Marketing-Research&id=26285 .
? Office of the Australian Information Commissioner, viewed June 2012, http://www.privacy.gov.au .
? Queensland Government, ‘Market and customer research’, Business.qld.gov.au, viewed June 2012, http://www.business.qld.gov.au/business/starting/market-customer-research .
? State of Victoria, ‘Starting and managing a business’, Business Victoria, http://www.business.vic.gov.au/BUSVIC/STANDARD/PC_60716.html .
? Syque (Consulting and Publishing) Limited, ‘Tools for creating ideas’, Creating Minds.org, viewed June 2012, http://creatingminds.org/tools/tools_ideation.htm .
? The Times 100 & Wilson and Wilson Publishing Ltd, ‘Business case studies by topic – Marketing, Times 100, viewed June 2012, http://businesscasestudies.co.uk/case-studies/by-topic/marketing.html .
? QuickMBA.com, ‘The Strategic Planning Process’, QuickMBA, viewed June 2012, http://www.quickmba.com/strategy/strategic-planning/ .
? United States Copyright Office, viewed June 2012, http://www.copyright.gov .