Business management skills
Task 1 — Developing and nurturing relationships with clients, other professionals and third-party referrers
George and Mildred now require you to write a plan to assist in developing and nurturing relationships with clients, other professionals and third-party referrers.
The layout and content of your plan should address the following:
1. How CCF & MB’s policies and procedures and legislative, regulatory and professional codes of practice impact on developing and nurturing relationships.
2. How you would use CCF & MB’s social, business and ethical standards to develop and maintain positive relationships.
3. The importance of confidentiality and how you would maintain it in your dealings with colleagues, clients and other parties.
4. How you would adjust your interpersonal style to the needs and situation of other parties.
5. How you would go about developing and maintaining business and professional networks and other relationships to benefit the organisation; and how you would use them to identify and cultivate relationships in order to promote and market the organisation.
6. How you could use and cooperate with other professionals and third parties to expand and enhance the reputation of the organisation, and to identify new and improved business practices.
7. How you would build referral business through appropriate communication channels, to find and secure new business relationships.
8. How you would identify referral needs and provide information about CCF & MB’s relevant products and services.
9. How you would secure interviews with referral business so that the needs of clients can be met.
You may use any format for your plan but you are not permitted to simply answer the points above. If you are unsure as to how to write a plan, you can refer to the Business Growth and Marketing topic and use the suggested SMEAC format outlined in Part 6, Section 13. You may also refer to the internet for other example business or marketing plans.
Guidance on how to develop a plan is available at the business.gov.au website:
When completing this task, assumptions are permitted, although they must not be in conflict with the information provided in the background information.
Student response to Task 1
. Like individuals, organisations also operate within a social and ethical framework. Their framework establishes what is right and what is wrong in terms of how they do business. Effective organisations are those which integrate social and ethical standards of behaviour into all areas of the organisation.An organisation’s ethics should reflect the organisation’s values. Values exist in every workplace. An organisation’s culture is a manifestation of the values existing in the workplace. Organisational values operate to encourage the type of behaviour necessary to meet organisational goals.When a person accepts employment in an organisation, the organisational social, ethical and business standards will, in most cases, already have been established. Yet employees have their own personalised sets of values, expectations, beliefs and goals. In choosing to work for a particular organisation employees are implicitly agreeing that their work will contribute to, and support, the goals of the organisation. To do this, their personal values, beliefs and ethical standards should be consistent with those of the organisation for which they work.3.Confidentiality is important for several reasons. One of the most important elements of confidentiality is that it helps to build and develop trust. It potentially allows for the free flow of information between the client and worker and acknowledges that a client’s personal life and all the issues and problems that they have belong to them.One of the major purposes for obtaining a client’s consent before speaking to a third party (such as another agency or a family member/carer) is to protect the confidentiality and privacy of the client. Informed consent (obtaining personal information with the formal permission of the client or a person who has the legal authority to provide permission on behalf of the client) is considered essential in maintaining the privacy of the client.It is important to keep your clients’ business as just that – their business. You should only discuss matters relating to your clients’ business with co-workers, and then only what needs to be discussed. Discussions should take place in the workplace and not be audible to other members of staff or the general public. You should never discuss clients’ business with family or friends.Respect for client confidentiality and staff personal information should be a high priority for all community services to comply with legislation that governs disclosure of information. In this regard all organisations need to have policies and procedures that provide guidelines for workers. Appropriate worker behaviour can also be incorporated in a code of conduct.
4. Our Mission and Vision Statement
• Our vision is to build a mortgage brokerage and loan services brand that will become the number one choice for individuals, smaller businesses and corporate clients in the whole of Albany – New York. Our vision reflects our values: integrity, security, service, excellence and teamwork.
• Our mission is to provide professional, reliable and trusted mortgage brokerage and loan services that assist individuals, start – ups, corporate organization, and non-profit organizations in sorting out their mortgage and loan related concerns.
• We will position the business to become one of the leading brands in the mortgage brokerage and loan services line of business in the whole of Albany – New York, and also to be amongst the top 20 mortgage brokerage and loan services firms in the United States of America within the first 10 years of operations.
Our Business Structure
Pentagon Mortgage Brokerage Firm, LLC, is a mortgage brokerage and loan services firm that intend starting small in Albany – New York, but hope to grow big in order to compete favorably with leading mortgage brokerage and loan services firms in the industry both in the United States and on a global stage.
We are aware of the importance of building a solid business structure that can support the picture of the kind of world class business we want to own. This is why we are committed to only hire the best hands within our area of operations.
Ordinarily we would have settled for two or three staff members and settle for just online mortgage brokerage services, but as part of our plan to build a standard and world class mortgage brokerage and loan services firm in Albany – New York we have perfected plans to get it right from the beginning.
The picture of the kind of mortgage brokerage and loan services business we intend building and the business goals we want to achieve is what informed the amount we are ready to pay for the best hands available in and around Albany – New York as long as they are willing and ready to work with us to achieve our business goals and objectives.
At Pentagon Mortgage Brokerage Firm, LLC, we will ensure that we hire people that are qualified, hardworking, and creative, result driven, customer centric and are ready to work to help us build a prosperous business that will benefit all the stake holders (the owners, workforce, and customers).
As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on their performance for a period of five years or more as agreed by the board of trustees of the company. In view of the above, we have decided to hire qualified and competent hands to occupy the following positions;
• Chief Executive Officer
• Mortgage and Loan Brokerage Consultants
• Admin and HR Manager
• Marketing and Sales Executive
• Customer Care Executive / Front Desk Officer
5. Job Roles and Responsibilities
Chief Executive Office:
• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results; developing incentives; developing a climate for offering information and opinions; providing educational opportunities.
• Creates, communicates, and implements the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for fixing prices and signing business deals
• Responsible for providing direction for the business
• Creates, communicates, and implements the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization
Mortgage Brokerage and Loan Services Consultants
• Responsible for Brokering residential mortgages
• Responsible for Brokering commercial and industrial mortgages
• Responsible for Brokering home equity loans
• Responsible for Brokering equipment financing arrangements
• Responsible for Brokering vehicle loans
• Responsible for Brokering residential mortgages online
• Brokering mortgage refinances online services
• Brokering home equity loans online services
• Providing an online mortgage marketplace services
• Providing other related loan cum mortgage consulting and advisory services
Admin and HR Manager
• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Designs job descriptions with KPI to drive performance management for clients
• Regularly hold meetings with key stakeholders to review the effectiveness of HR Policies, Procedures and Processes
• Maintains office supplies by checking stocks; placing and expediting orders; evaluating new products.
• Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs.
• Defines job positions for recruitment and managing interviewing process
• Carries out staff induction for new team members
• Responsible for training, evaluation and assessment of employees
• Responsible for arranging travel, meetings and appointments
• Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organizations.
• Oversees the smooth running of the daily office activities.
Marketing and Sales Executive
• Identifies, prioritizes, and reaches out to new partners, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts; participates in the structuring and financing of projects; assures the completion of relevant projects.
• Writes winning proposal documents, negotiate fees and rates in line with company policy
• Responsible for handling business research, marker surveys and feasibility studies for clients
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Develops, executes and evaluates new plans for expanding increase sales
• Documents all customer contact and information
• Represents the company in strategic meetings
• Helps to increase sales and growth for the company
• Responsible for preparing financial reports, budgets, and financial statements for the organization
• create reports from the information concerning the financial transactions recorded by the bookkeeper
• Prepares the income statement and balance sheet using the trial balance and ledgers prepared by the bookkeeper.
• Provides managements with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects; conducts market research to forecast trends and business conditions.
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and financial reporting for one or more properties.
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensures compliance with taxation legislation
• Handles all financial transactions for the company
• Serves as internal auditor for the company
Client Service Executive / Front Desk Officer
• Welcomes guests and clients by greeting them in person or on the telephone; answering or directing inquiries.
• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Manages administrative duties assigned by the manager in an effective and timely manner
• Consistently stays abreast of any new information on the company’s products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients
• Receives parcels / documents for the company
• Distribute mails in the organization
• Handles any other duties as assigned my the line manager
6. SWOT Analysis
Pentagon Mortgage Brokerage Firm, LLC engaged the services of a core professional in the area of business consulting and structuring to assist our organization in building a well – structured mortgage brokerage and loan services firm that can favorably compete in the highly competitive mortgage brokerage market in the United States and the world at large.
Part of what the team of business consultant did was to work with the management of our organization in conducting a SWOT analysis for Pentagon Mortgage Brokerage Firm, LLC. Here is a summary from the result of the SWOT analysis that was conducted on behalf of Pentagon Mortgage Brokerage Firm, LLC;
Aside from our robust business network with financial lending institutions and players in the real estate industry, our core strength lies in the power of our team; our workforce. We have a team that can go all the way to give our clients value for their money; a team that are trained and equipped to pay attention to details and to deliver excellent returns for the business. We are well positioned and we know we will attract loads of clients from the first day we open our doors for business.
As a new mortgage brokerage and loan services firm in Albany – New York, it might take some time for our organization to break into the market and gain acceptance especially from corporate clients in the already saturated mortgage brokerage services industry; that is perhaps our major weakness. So also, we may not have enough budget to give our business the kind of publicity we would have loved to.
The opportunities in the mortgage brokerage and loan services industry is massive considering the number of individuals, start – ups and of course corporate organizations who can’t afford to do without the services of mortgage brokerage and loan services. As a standard and well – positioned mortgage brokerage and loan services firm, we are well – equipped and ready to take advantage of any opportunity that comes our way.
Some of the threats that we are likely going to face as a mortgage brokerage and loan services firm operating in the United States are unfavorable government policies, the arrival of a competitor within our location of operations and global economic downturn which usually affects purchasing / spending power. There is hardly anything we can do as regards these threats other than to be optimistic that things will continue to work for our good.
7. MARKET ANALYSIS
• Market Trends
The mortgage brokerage and loan services industry is indeed a very large industry and of course it is one industry that works for individuals and businesses across different industries. If you are conversant with the trend in the mortgage brokerage and loan services industry, you will realize that loads of people are leveraging on the services provided by the industry to empower themselves and businesses.
The truth is that, without the services of players in the mortgage brokerage and loan services industry, it will be pretty difficult for some individuals and even start – up businesses to access loan or save – up to purchase a property.
They are responsible for helping individuals and businesses bypass the bureaucracies involved in obtaining loans from banks and other financial institutions et al. Another notable trend in the mortgage brokerage and loan services industry is that in the last five years, the industry has performed impressively as a large reduction in unemployment boosted the revenue generated in the industry.
So also, the mortgage brokerage and loan services industry has benefited from the advancement of online platforms. Going forward, increasing product penetration and of course an expanding customer base is expected to drive growth in the industry.
8. Our Target Market
The demographic and psychographics composition of those who need the services of mortgage brokerage and loan services firms cuts across individuals, small businesses and large corporations.
Pentagon Mortgage Brokerage Firm, LLC will initially serve small to medium sized business, from new ventures to well established businesses and individual clients, but that does not in any way stop us from growing to be able to compete with the leading mortgage brokerage and loan service firms in the United States.
As a standard and licensed mortgage brokerage and loan service firm, Pentagon Mortgage Brokerage Firm, LLC offers a wide range of mortgage brokerage and loan related services hence we are well trained and equipped to services a wide range of clientele base.
Our target market cuts across businesses of different sizes and individuals. We are coming into the industry with a business concept that will enable us work with individuals, small businesses and bigger corporations in and around Albany – New York and other cities in the United States of America.
Below is a list of the businesses and organizations that we have specifically designed our products and services for;
• Real Estate Investors
• Churches and other religious organizations
• Corporate Organizations
• Individuals and households
• Entrepreneurs and Start – Ups
Our competitive advantage
We are quite aware that to be highly competitive in the mortgage brokerage and loan services industry means that we should be able to make available easy to access mortgage loans; bypassing the difficult to surmount hurdles of obtaining loans from the bank and other financial institutions.
Pentagon Mortgage Brokerage Firm, LLC might be a new entrant into the mortgage brokerage and loan services industry in the United States of America, but the management staffs and owners of the business are considered gurus. They are people who are core professionals and licensed and highly qualified mortgage brokerage and loan services consultants in the United States. These are part of what will count as a competitive advantage for us.
Lastly, our employees will be well taken care of, and their welfare packages will be amongst the best within our category (start – ups mortgage brokerage and loan services firms) in the industry meaning that they will be more than willing to build the business with us and help deliver our set goals and achieve all our aims and objectives.
9. SALES AND MARKETING STRATEGY
• Sources of Income
Pentagon Mortgage Brokerage Firm, LLC is established with the aim of maximizing profits in the mortgage brokerage and loan services industry and we are going to go all the way to ensure that we do all it takes to attract both corporate and individual clients on a regular basis.
Pentagon Mortgage Brokerage Firm, LLC will generate income by offering the following mortgage brokerage and loan services for individuals, real estate companies, NGOs and for corporate organizations;
• Brokering residential mortgages
• Brokering commercial and industrial mortgages
• Brokering home equity loans
• Brokering equipment financing arrangements
• Brokering vehicle loans
• Brokering residential mortgages online
• Brokering mortgage refinances online
• Brokering home equity loans online
• Providing an online mortgage marketplace
• Providing other related loan cum mortgage consulting and advisory services
10. Sales Forecast
The fact that it is pretty difficult for the average individual and start – ups out there to obtain mortgage loans from banks and other financial institutions gives leverage to mortgage brokerage and loan services firms like ours. This goes to show that the potential to generate income for the business cannot be ruled out.
We are well positioned to take on the available market in Albany – New York and on our online platforms and we are quite optimistic that we will meet our set target of generating enough income / profits from the first six month of operations and grow the business and our clientele base beyond Albany – New York to other cities in the United States of America.
We have been able to critically examine the mortgage brokerage and loan services market and have analyzed our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some assumptions that are peculiar to startups in Albany – New York.
Below are the sales projection for Pentagon Mortgage Brokerage Firm, LLC, it is based on the location of our business and the wide range of mortgage brokerage and loan services that we will be offering;
• First Fiscal Year-: $250,000
• Second Fiscal Year-: $550,000
• Third Fiscal Year-: $950,000
N.B: This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and natural disasters within the period stated above. There won’t be any major competitor offering same additional services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.
• Marketing Strategy and Sales Strategy
We are mindful of the fact that there is stiffer competition amongst mortgage brokerage and loan services firms in the United States of America, hence we have been able to hire some of the best business developer to handle our sales and marketing.
Our sales and marketing team will be recruited base on their vast experience in the industry and they will be trained on a regular basis, so as to be well equipped to meet their targets and the overall goal of the organization.
We will also ensure that our excellent service deliveries speaks for us in the market place; we want to build a standard mortgage brokerage and loan service business that will leverage on word of mouth advertisement from satisfied clients (both individuals and corporate organizations).
Our goal is to grow our mortgage brokerage and loan services firm to become one of the top 20 mortgage brokerage and loan services firms in the United States of America which is why we have mapped out strategy that will help us take advantage of the available market and grow to become a major force to reckon with not only in the Albany – New York but also in other cities in the United States of America.
Pentagon Mortgage Brokerage Firm, LLC is set to make use of the following marketing and sales strategies to attract clients;
• Introduce our business by sending introductory letters alongside our brochure to households, corporate organizations, schools, players in the real estate sector, and other key stake holders in Albany – New York and other cities in the United States of America.
• Advertise our business in relevant financial and business related magazines, newspapers, TV stations, and radio station.
• List our business on yellow pages ads (local directories)
• Attend relevant international and local real estate , finance and business expos, seminars, and business fairs et al
• Create different packages for different category of clients (individuals, start – ups and established corporate organizations) in order to work with their budgets
• Leverage on the internet to promote our business
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients
11. Publicity and Advertising Strategy
We have been able to work with our brand and publicity consultants to help us map out publicity and advertising strategies that will help us walk our way into the hearts of our target market. We are set to take the mortgage brokerage and loan services industry by storm – which is why we have made provisions for effective publicity and advertisement of Pentagon Mortgage Brokerage Firm, LLC.
Below are the platforms we intend to leverage on to promote and advertise Pentagon Mortgage Brokerage Firm, LLC;
• Place adverts on both print (community based newspapers and magazines) and electronic media platforms; we will also advertise our mortgage brokerage and loan services firm on financial magazines, real estate and other relevant financial programs on radio and TV
• Sponsor relevant community based events / programs
• We will leverage various online platforms to promote the business. It makes it easier for people to enter our website with just a click of the mouse. We will take advantage of the internet and social media platforms such as; Instagram, Facebook , twitter, YouTube, Google + et al to promote our brand
• Install our Bill Boards on strategic locations all around Albany – New York.
• Engage in road show from time to time all around Albany – New York to promote our brand
• Distribute our fliers and handbills in target areas all around Albany – New York
• Ensure that all our workers wear our branded shirts and all our official vehicles are well branded with our company’s logo et al.
12. Our Pricing Strategy
It is a fact that mortgage brokerage and loan services both online and offline is driven by the demand of availability of real estate / properties which is why the prices cannot be fixed; prices for properties fluctuates on a regular basis. Besides, mortgage brokerage and loan services firms rely on commissions since they serve as middlemen between those seeking for mortgage loans and mortgage banks and other financial institutions / loan lending institutions.
At Pentagon Mortgage Brokerage Firm, LLC we will keep the prices of our services and commissions a little bit below the average market rate for all of our customers by keeping our overhead low and by collecting services charges in advance from corporate organizations and individuals who would hire our services. In addition, we will also offer special discounted rates to all our customers at regular intervals.
• Payment Options
At Pentagon Mortgage Brokerage Firm, LLC our payment policy will be all inclusive because we are quite aware that different people prefer different payment options as it suits them. Here are the payment options that we will make available to our clients;
• Payment by via bank transfer
• Payment via online bank transfer
• Payment via check
• Payment via bank draft
• Payment with cash
In view of the above, we have chosen banking platforms that will help us achieve our plans with little or no itches. Our bank account numbers will be made available on our website and promotional materials to clients who may want to deposit cash or make online transfer for our service charge.
13. Startup Expenditure (Budget)
Starting a mortgage brokerage and loan firm can be cost effective; this is so because on the average, you are not expected to acquire expensive machines and equipment. Aside from the working capital or capitalization as is required by the regulating body.
Basically what you should be concerned about is the amount needed to secure a standard office facility in a good and busy business district, the amount needed to furniture and equip the office, the amount to purchase the required software applications, the amount needed to pay bills, promote the business and obtain the appropriate business license and certifications.
This is the financial projection and costing for starting Pentagon Mortgage Brokerage Firm, LLC;
• The Total Fee for incorporating the Business in the United States of America – $750.
• The budget for basic insurance policy covers, permits and business license – $2,500
• The Amount needed to acquire a suitable Office facility in a business district 6 months (Re – Construction of the facility inclusive) – $40,000.
• The amount required for capitalization (working capital) – $50,000
• The Cost for equipping the office (computers, software applications, printers, fax machines, furniture, telephones, filing cabins, safety gadgets and electronics et al) – $5,000
• The cost for purchase of the required software applications (CRM software, Accounting and Bookkeeping software and Payroll software et al) – $10,500
• The Cost of Launching your official Website – $600
• Budget for paying at least three employees for 3 months plus utility bills – $10,000
• Additional Expenditure (Business cards, Signage, Adverts and Promotions et al) – $2,500
• Miscellaneous: $1,000
Going by the report from the market research and feasibility studies conducted, we will need over one hundred and fifty thousand (150,000) U.S. dollars to successfully set – up a medium scale but standard mortgage brokerage and loan services firm in the United States of America.
Generating Funding / Startup Capital for Pentagon Mortgage Brokerage Firm, LLC
Pentagon Mortgage Brokerage Firm, LLC is a family business that will be owned and managed by Mr. Campbell Smith and his immediate family members. They are the sole financial of the firm, but may likely welcome partners later which is why they decided to restrict the sourcing of the start – up capital for the business to just three major sources.
These are the areas we intend generating our start – up capital;
• Generate part of the start – up capital from personal savings
• Source for soft loans from family members and friends
• Apply for loan from my Bank
N.B: We have been able to generate about $50,000 (Personal savings $40,000 and soft loan from family members $10,000) and we are at the final stages of obtaining a loan facility of $100,000 from our bank. All the papers and document has been duly signed and submitted, the loan has been approved and any moment from now our account will be credited.
14. Sustainability and Expansion Strategy
The future of a business lies in the number of loyal customers that they have the capacity and competence of the employees, their investment strategy and the business structure. If all of these factors are missing from a business (company), then it won’t be too long before the business close shop.
One of our major goals of starting Pentagon Mortgage Brokerage Firm, LLC is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.
We know that one of the ways of gaining approval and winning customers over is to offer our mortgage brokerage and loan services (service charges and commissions) a little bit cheaper than what is obtainable in the mortgage brokerage and loan services industry and we are well prepared to survive on lower profit margin for a while.
Pentagon Mortgage Brokerage Firm, LLC will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and re – training of our workforce is at the top burner of our business strategy.
As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of three years or more as determined by the board of the organization. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.
Check List / Milestone
• Business Name Availability Check: Completed
• Business Incorporation: Completed
• Opening of Corporate Bank Accounts various banks in the United States: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Application for business license and permit: Completed
• Purchase of All form of Insurance for the Business: Completed
• Conducting Feasibility Studies: Completed
• Leasing, renovating and equipping our facility: Completed
• Generating part of the start – up capital from the founder: Completed
• Applications for Loan from our Bankers: In Progress
• Writing of Business Plan: Completed
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents: In Progress
• Design of The Company’s Logo: Completed
• Graphic Designs and Printing of Packaging Marketing / Promotional Materials: Completed
• Recruitment of employees: In Progress
• Purchase of the Needed software applications, furniture, office equipment, electronic appliances and facility facelift: In Progress
• Creating Official Website for the Company: In Progress
• Creating Awareness for the business (Business PR): In Progress
• Health and Safety and Fire Safety Arrangement: In Progress
• Establishing business relationship with banks, financial lending institutions, vendors and key players in the industry: In Progress
Assessor feedback for Task 1: Resubmission required?
Task 2 — Growing the business
Having considered how you would go about building and nurturing relationships, George and Mildred now require you to turn your attention to marketing and promoting CCF & MB’s business. This requires you to develop, implement, monitor and adjust a Marketing Plan for the business. When doing this, you will need to:
• Ensure your plan is developed in line with CCF & MB’s vision statement.
• Conduct some research (or make assumptions) and identify key market data for the plan. This can include, for example, customer demographics, product types (i.e. census data if available), marketing media data (i.e. social media).
• Identify of target markets, using a combination of research and your own personal experience.
• Identify your major competitors (at least two) with a competitor analysis developed for each competitor.
• Conduct a review of CCF & MB’s current market position based on your research findings in conjunction with competitor analysis; and identify where improvements can be made.
• Document changes you could introduce to improve the brand of CCF & MB, and what promotional activities you could introduce to build the customer base.
• The provision of options for increasing yield per existing client.
1. To develop and implement the marketing plan, complete the table below:
Student response to Task 2 Question 1
Implementing the Marketing plan
Task Steps Required Resources Required Who will complete this Date to Start Date to Complete
2. To monitor the marketing plan, complete the table below:
Student response to Task 2 Question 2
Monitoring the Marketing Plan
Marketing plan targets Monitoring process Period one Period two Period three Period four Average
Answer here Answer here Answer here Answer here Answer here Answer here Answer here
3. To make adjustments to the marketing plan, complete the table below:
Student response to Task 2 Question 3
Adjusting the marketing plan
Identified task requiring adjustment Changes required
Answer here Answer here
When completing this task, assumptions are permitted although they must not be in conflict with the information provided in the background information.
NOTE to students: You can add lines to the tables if necessary
Assessor feedback for Task 2: Resubmission required?
Task 3 — Identifying risk and applying risk management processes
George and Mildred have become very concerned about the potential risks that could jeopardise
CCF & MB’s business operations. They were very impressed with your growth and marketing plans for
CCF & MB so they have now moved you into more of a general manager’s role with expanded responsibilities, including managing CCF & MB’s risk.
1. As part of your new responsibilities you are required to develop a risk management plan which:
• Establishes the context for CCF & MB’s risk management plan.
• Lists and explains the tools you will use in assessing the risks you identify.
• Identifies the stakeholders you would consult in establishing context and the tools you would use in identifying CCF & MB’s risks.
• Identifies at least two risks that CCF & MB could face for each of the six categories of business risk including strategic risks, compliance risks, financial risk, operational risks, market and environmental risks and reputational risks with an appropriate risk statement for each identified risk.
Note: You may make any assumptions in producing your plan, but these should be documented either in the body of your plan or separately before you produce it. You are not permitted to simply answer the points detailed above.
Student response to Task 3: Question 1
2. Refer to the email from co-worker identifying potential risk in the toolbox. Using the box below, write an email to management outlining the identified risk, your analysis, how you would evaluate the risk and suggest how the risk could be best treated.
Student response to Task 3: Question 2
3. Refer to the Risk treatment mapping guide in the toolbox. Using the following steps, complete the Risk evaluation and treatment table below:
Step 1. Through analysis, identify the risks CC & MB’s business may face; and complete that column. This is to include both legislative and financial risks.
Step 2. By using the Risk treatment mapping guide in the toolbox, appraise the likelihood and consequence for each risk identified and include these in the table.
Step 3. Define how each risk can be treated, and whether a potentially serious risk should be escalated to management.
Step 4. Develop recommendations to mitigate identified risks.
Step 5. Provide recommendations on how to monitor and review the risks identified.
Student response to Task 3: Question 3
Complete for Task 6: Risk evaluation and treatment map
(through analysis) Likelihood
(risk evaluation criteria) Consequence Treatment
(comment if risk should be escalated to management for supervision) Mitigate identified risks
(provide recommendations to mitigate risk) Monitor
(include how to be monitored and how often to be reviewed)
(Task 3: Questions 1-3, 1,000 words)
Assessor feedback for Task 3: Resubmission required?
Task 4— Improving the business
Over the last few months business for CCF & MB has been very good with a number of new clients coming on board as a result of implementing your business growth and marketing plans. However, neither you or the business owners are satisfied with maintaining the status quo; as you and they are committed to a program of continuous improvement.
You all feel that CCF & MB’s competitive advantage needs to be strengthened and a SWOT should be undertaken to establish CCF & MB’s strengths and weaknesses including benchmarking the business against the industry. You now decide that you will carry out a diagnosis of the business including a SWOT analysis and a benchmarking exercise to improve CCF &MB’s competitive advantage and its business. You are to produce a document covering your diagnosis, which will be distributed amongst CCF & MB’s key personnel.
As a minimum, your document should cover the following:
1. The data you have used as part of your diagnosis to identify CCF & MB’s competitive advantage.
2. A SWOT analysis to identify CCF & MB’s strengths and weaknesses, its threats and opportunities.
3. How you identified and sourced relevant benchmarking data.
4. How you selected the key indicators (and who you consulted with) for your benchmarking exercise.
5. A consolidated list of the areas for improvement you have identified with a cost-benefit ratio established for each of them.
6. Recommendations on the changes that may be required that will affect existing workflows or
CCF & MB’s organisational structure
7. A high-level action plan that will implement and monitor the recommended changes to be made.
In addition to the material on your Part 2 learning guides, the following link gives you access to a
step-by-step guide to benchmarking and determining competitive advantage:
Student response to Task 4
Assessor feedback for Task 4: Resubmission required?
Task 5 —Managing people performance
One of your key responsibilities as general manager is to develop and implement ways to improve the performance of CCF & MB’s consultants and other staff members.
Answer the following questions:
1. Why is it important to consult with stakeholders when allocating work? What are the possible consequences of allocating work without consultation?
Student response to Task 5: Question 1
2. Describe the process you might follow when developing quantitative and qualitative performance criteria. You should explain how you ensure that the criteria relates to CCF & MB’s objectives and how to motivate staff members to achieve these objectives.
Student response to Task 5: Question 2
3. Describe the different ways you might gather information about a staff member’s workplace performance.
Student response to Task 5: Question 3
4. What are the benefits of evaluating and monitoring staff members on a continuous basis?
Student response to Task 5: Question 4
5. Describe how you might do this for CCF & MB.
Student response to Task 5: Question 5
6. Why is it important to document the performance management process? Explain the possible consequences of not retaining appropriate records of this process.
Student response to Task 5: Question 6
7. In what ways can you reinforce excellence in work performance through recognition and continuous feedback? In what ways might you be able reward staff in non-financial ways?
Student response to Task 5: Question 7
8. Design a high-level performance management process for CCF & MB to be rolled out to all staff members.
Student response to Task 5: Question 8
9. Who should you consult when designing the performance management process? List who you would consult and the reasons why.
Student response to Task 5: Question 9
10. Using the box below, create a minimum of 5 evaluation criteria, that could be used in a Performance appraisal Checklist:
Student response to Task 5: Question 10
11. Using the “Work Plan” template provided below, develop a work plan for CCF & MB. This can be done by using actions of your choice (i.e. nurturing leads to create clients). The work plan will also include who you will allocate various tasks to achieve the plan’s objective. The plan must be within CCF & MB’s organisational requirements and comply with legal requirements.
Student response to Task 5: Question 11
Complete for Task 11: Work plan template
Action Allocated to: Responsibility Timeframe allocated
(Task 5 Questions 1-11, 800 words)
Martin and Luis are working together on project involving the preparation for a loan application for one of CCF & MB’s most influential clients, a property developer. Martin missed a deadline and the whole project is now behind schedule by a week. This is the third time in a month that he has missed a deadline. Martin has had problems with meeting deadlines in the past and has already had a written warning.
As the general manager you have been monitoring Martin’s performance over the past month, providing informal feedback about his role in the project. Although he has made several improvements regarding his performance, his inability to meet deadlines has forced the delay of the client’s development a further month. CCF & MB made a commitment to the client that the loan application would be with the prospective lender two weeks ago.
The client is not happy that he does not yet have an approval and is considering cancelling the agreement he has with CCF & MB and going elsewhere.
12. You have arranged to meet with Martin to talk about the project and his input. How would you go about providing constructive feedback to Martin?
Student response to Task 5: Question 12
13. Following your meeting with Martin you have decided to monitor his performance for the purposes of evaluating where improvements can be made and provide feedback. Outline the process you have adopted to conduct this monitoring exercise. Reference material is available in Topic 1.3, Business Management Skills, People management.
Student response to Task 5: Question 13
14. Following your meeting with Martin, use the evaluation criteria, you developed in question 10 above to record and document comments regarding Martin’s performance in the Performance Appraisal checklist below.
Student response to Task 5: Question 14
Complete for Task 10: Performance Appraisal Checklist
Evaluation Criteria Rating 1-5 (5 best) Team Leader/General Manager Comments
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(Task 5 Questions 12-14, 600 words)
Assessor feedback for Task 5: Resubmission required?
Task 6 — Showing leadership in the workplace
Leadership is defined as the ability to influence others. This assessment task requires you to reflect on your own ability to positively influence others in the workplace and the negative aspects of poor leadership.
Note: If you are not currently working in the finance and mortgage broking industry, you may reflect on your experiences in another industry.
1. Reflect on a situation where you have had a positive impact in the workplace. Please include the skills, decisions and/or behaviours you demonstrated that contributed to this positive change and what the impact was for the team/clients/organisation. (400 words)
Student response to Task 6: Question 1
2. Reflect on a situation which was or could have been damaging to an organisation. Please include the behaviours, standards or values that were demonstrated and explain why they were detrimental. (400 words)
Student response to Task 6: Question 2
3. In your role as the general manager of CCF & MB create your own personal performance plan.
You may use your own personal performance plan or alternatively you can use the example below. In developing your personal performance plan, you should ensure that your personal KPIs reflect
CCF & MB’s goals and objectives and how you can help in building CCF & MB’s integrity and credibility.
You may refer to the Organisational standards and values document located in the toolbox and use the Client service standards statement for specific development objectives.
Student response to Task 6: Question 3
What are my development objectives? Priority What activities do I need to undertake to achieve my objectives? What support/resources do I need to achieve my objectives Target date for achieving my objectives Actual date of achieving my objectives
4. Feedback from colleagues, staff and management may be gathered informally and formally including performance review feedback. Why is it important to analyse and interpret this type of feedback?
Student response to Task 6: Question 4
Assessor feedback for Task 6: Resubmission required?
Task 7 – Standards and values
1. Refer to the Organisational standards and values document located in the toolbox and identify two of standards and two values that would be important to CCF & MB.
Student response to Task 7: Question 1
2. Prepare a brief employee performance review of yourself in a current or previous workplace.
In the performance review:
• include the standards and values that you listed in question 1
• evaluate your own behaviour and performance against these standards and values
• explain how you could adjust your performance in the workplace to meet these standards and values.
Note: If you are not currently working in the financial services industry, you can choose another industry.
You are only required to write 2-3 paragraphs maximum in your response.
Student response to Task 7: Question 2
3. CCF & MB provide an internal blog (through their intranet) for staff to make suggestions to improve business performance. In your role as the general manager at CCF & MB and following work preparing a performance plan you observed that client service standards were not being maintained consistently. Failure to meet these standards may be damaging to the reputation of the organisation.
Use the internal blog (box below) as a communication tool and post a question to the sales team at CCF & MB asking why service standards and values are not being maintained consistently as required by the organisation.
Refer to the Organisational standards and values document located in the toolbox and use the Client service standards statement to prepare your question.
Student response to Task 7: Question 3
Assessor feedback for Task 7: Resubmission required?
Task 8 - Develop a performance plan
For CCF & MB to continue to meet their primary goal of being a leader in offering broking services to the local community, they have asked you in your capacity as the newly appointed general manager to develop a performance plan and establish some ‘key performance indicators’ (KPIs) for all customer service staff.
The objective of the performance plan is to focus on the organisations key goals and objectives in line with ‘Service standards statement’ available in the toolbox.
Information on people performance can be sourced from Business Management Skills, Topic 1-3, People management.
Student response to Task 8
Assessor feedback for Task 8: Resubmission required?
Date assessed: Click here to enter a date
Does the student need to resubmit? No
Questions that need to be resubmitted
First submission Not yet demonstrated
Resubmission Not applicable
To pass this subject, you will need to be assessed as DEMONSTRATED for either your first submission or your resubmission.