Develop a Marketing plan (BSBMKG609)

Assessment Task 3: Marketing plan development and presentation project 23

Assessment Information

The assessment tasks for BSBMKG609 Develop a marketing plan are included in this Student Assessment Tasks booklet and outlined in the assessment plan below.

To be assessed as competent for this unit, you must complete all the assessment tasks with satisfactory.

Assessment Plan

Assessment Task	Assessment Task Summary
1. Written Questions	You must answer all questions correctly.
2. Marketing plan research project	You must conduct research and develop a marketing plan briefing report.
3. Marketing plan development and presentation project	You must develop a Marketing Plan and present it to the management team.

Assessment Preparation

Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for clarification if you have any questions at all.

When you have read and understood this unit’s assessment tasks, print out the Student Assessment Agreement. Fill it out, sign it, and hand it to your assessor, who will countersign it and then keep it on file.

Keep a copy of all your work, as the work submitted to your assessor will not be returned to you.

Assessment appeals

If you do not agree with an assessment decision, you can make an assessment appeal as per CSB assessment appeals process.

You have the right to appeal the outcome of assessment decisions if they feel they have been dealt with unfairly or have other appropriate grounds for an appeal.

Naming electronic documents

It is important that you name the documents that you create for this Assessment Task in a logical manner.

Each should include:

Course identification code
Assessment Task number
Document title (if appropriate)
Student name
Date it was created

For example, BSBMKG609 AT2 Briefing Report Joan Smith 20/10/18

Additional Resources

You will be provided with the following resources before you begin each Assessment Task.

Assessment Task 2

Briefing Report Template

Assessment Task 3

Marketing Plan Template

Assessment Instructions

Each assessment task in this booklet consists of the following:

Assessment Task Cover Sheet

This must be filled out, signed, and submitted together with your assessment responses.

If you are submitting hardcopy, the Cover Sheet should be the first page of each task’s submission. If you are submitting electronically, print out the cover sheet, fill it out and sign it, then scan this and submit the file.

The Assessment Task Cover Sheet will be returned to you with the outcome of the assessment, which will be satisfactory (S) or not satisfactory (NS). If your work has been assessed as being not satisfactory, your assessor will include written feedback in the Assessment Task Cover Sheet giving reasons why. Your assessor will also discuss this verbally with you and provide advice on re- assessment opportunities as per CSB re-assessment policy.

Depending on the task, this may include

resubmitting incorrect answers to questions (such as short answer questions and case studies)
resubmitting part or all of a project, depending on how the error impacts on the total outcome of the task
redoing a role play after being provided with appropriate feedback about your performance
being observed a second (or third time) undertaking any tasks/activities that were not satisfactorily completed the first time, after being provided with appropriate feedback.

Assessment Task Information

This gives you:

a summary of the assessment task
information on the resources to be used
submission requirements
re-submission opportunities if required

Assessment Task Instructions

These give questions to answer or tasks which are to be completed.

Your answers need to be typed up using software as indicated in the Assessment Task Instructions.

Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer.

If you are submitting electronically, give the document a file name that includes the unit identification number, the task number, your name, and the date.

Checklist

This will be used by your assessor to mark your assessment. Read through this as part of your preparation before beginning the assessment task. It will give you a good idea of what your assessor will be looking for when marking your responses.

Student Assessment Agreement

Make sure you read through the assessments in this booklet before you fill out and sign the agreement below.

If there is anything that you are unsure of, consult your assessor prior to signing this agreement.

Have you read the assessment requirements for this unit?	Yes	No
Do you understand the requirements of the assessments for this unit?	Yes	No
Do you agree to the way in which you are being assessed?	Yes	No
Do you have any specific needs that should be considered?	Yes	No
If so, explain these in the space below.

Do you understand your rights to re-assessment?  Yes  No Do you understand your right to appeal the decisions made in an assessment?  Yes  No

Student name
Student number
Student signature
Date
Assessor name
Assessor signature
Date

Assessment Task 1 Cover Sheet

Student Declaration

To be filled out and submitted with assessment responses

I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
I understand that if I If I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
I have correctly referenced all resources and reference texts throughout these assessment tasks.

Student name
Student ID number
Student signature
Date

Assessor declaration

I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.

Assessor name
Assessor signature
Date
Assessment outcome	S	NS	DNS	Resubmission Y N

Note: S – Satisfactory, NS – Not satisfactory, DNS – Did not submit

Feedback

Student result response

My performance in this assessment task has been discussed and explained to me.
I would like to appeal this assessment decision.

Student signature
Date

A copy of this page must be supplied to the office and kept in the student’s file with the evidence.

Assessment Task 1: Written Questions

Task summary

This is an open book test, to be completed in the classroom. A time limit of 1 hour to answer the questions is provided.

You need to answer all the written questions correctly.

Your answers must be word processed and sent to the assessor as an email attachment.

Required

Access to textbooks/other learning materials
Computer and Microsoft Office
Access to the internet

Submit

Answers to all questions

Assessment criteria

All questions must be answered correctly for you to be assessed as having completed the task satisfactorily.

Re-submission opportunities

You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.

If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.

You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.

You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.

Written answer question guidance

The following written questions use a range of “instructional words” such as “identify” or “explain”, which tell you how you should answer the question. Use the definitions below to assist you to provide the type of response expected.

Note that the following guidance is the minimum level of response required.

Analyse – when a question asks you to analyse something, you should do so in in detail, and identify important points and key features. Generally, you are expected to write a response one or two paragraphs long.

Compare – when a question asks you to compare something, you will need to show how two or more things are similar, ensuring that you also indicate the relevance of the consequences. Generally, you are expected to write a response one or two paragraphs long.

Contrast – when a question asks you to contrast something, you will need to show how two or more things are different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write a response one or two paragraphs long.

Discuss – when a question asks you to discuss something, you are required to point out important issues or features and express some form of critical judgement. Generally, you are expected to write a response one or two paragraphs long.

Describe – when a question asks you to describe something, you should state the most noticeable qualities or features. Generally, you are expected to write a response two or three sentences long.

Evaluate – when a question asks you to evaluate something, you should do so putting forward arguments for and against something. Generally, you are expected to write a response one or two paragraphs long.

Examine – when a question asks you to examine something, this is similar to “analyse”, where you should provide a detailed response with key points and features and provide critical analysis.

Generally, you are expected to write a response one or two paragraphs long.

Explain – when a question asks you to explain something, you should make clear how or why something happened or the way it is. Generally, you are expected to write a response two or three sentences long.

Identify – when a question asks you to identify something, this means that you are asked to briefly describe the required information. Generally, you are expected to write a response two or three sentences long.

List – when a question asks you to list something, this means that you are asked to briefly state information in a list format.

Outline – when a question asks you to outline something, this means giving only the main points, Generally, you are expected to write a response a few sentences long.

Summarise – when a question asks you to summarise something, this means (like “outline”) only giving the main points. Generally, you are expected to write a response a few sentences long.

Assessment Task 1 Instructions

Provide answers to all the questions below:

Outline how strategic alliances can provide options for marketing opportunities and include two examples of alliances (also known as cooperative business models) that can be formed between businesses.

Strategic Alliances, we have discussed the fears and hesitations of many members. Operational and financial implications are found that might seem hazy.

Some of the examples of alliances are as follows:

Hewlett-Packard and Disney.
Starbucks and Barnes & Noble

Outline how the development of existing products or services can provide marketing opportunity options for a business, both in existing and new markets. Relate your answer to relevant diversification strategies from the Ansoff matrix.

By using the Ansoff matrix, it is safest for the development of the existing product of the company. This represents the great marketing opportunities that is the main focus on increasing the sales. By the knowledge, it is strengthened that the existing product is working properly.

Outline how a takeover can create options for marketing opportunities for a business.

Takeover is known as acquisition; it refers to the situation where total control of another business is assumed by the one business. The takeover represents the common medium of the external expansion for the larger business venture. It is potential of the takeover is to create the numerous options for the opportunities of the market as they increase the share of the market of the company.

Outline key information that a franchiser should consider providing when marketing their franchise opportunity.

The market.

Company history.

Financial statements.

Level of investment.

Training and support.

Territory.

Royalties.

Restrictions

Outline how a company can use the establishment of a new business as an opportunity for marketing. Provide an example to illustrate your answer.

Establishment of the new business can be used by the company for the new business as an opportunity. These products are used together, it is the product that needs another. For example: a certain company produce cars which result in rise of demand in the new market, in most cases, tires are not produced by the same company which produces the car. In this case, the manufacturer will get the information of the tires and there is high demand for the cars. In this way the company will help each-other.

Outline two other marketing opportunity options that a business could choose to pursue other than options explored in the questions above.

Consumer Segmentation

It is a marketing strategy where the business segments the population. The population is divided into the segments.

Purchase Situation Analysis

This is where the business analyses the purchase. It helps in decision making on how to avail the product.

Explain the importance of the product life cycle concept in marketing. Name and explain each of its stages.

For marketers, management and designers, the product life cycle is an important tool. Four individual stages are specified.

There is limited life span of a product. All products will end up by passing from the product life cycle.
Each phase presents the business with some opportunities and challenges as well.
Different effort is required by the product from design, development, marketing, purchasing, etc. during each phase of their life cycle.

Explain the importance of considering the marketing mix when bringing products or services to the market.

There are several benefits of the marketing mix that makes it important to businesses;

Helps to understand what is offered by the product or services
It helps in planning the successful offering of the product
It also helps in planning, developing and execution of effective marketing strategies
It helps the business to use their strength also helps in avoiding the cost that is unnecessary.
Helps to determine whether the product or service which is being offered is suitable for the customers
It also helps to determine the requirements of customers

As most businesses have the objective to sell as many products as possible, outline key factors that a company should consider in determining the product component of the marketing mix.

Factors to consider include:

Customers- they are the important part of the business. Their availability means more sales.
Competitors- they give the challenge of how much sales are based on the quality and quantity.
Product- it matters what product is sold in the market.
Industry- as compared to others, some products make more sale.
Timing- how much the sales volume is determined.

Outline the importance of the pricing strategy for a business and two types of pricing strategy that a company could use.

For determining of the maximum profits, Pricing strategy is important

Two strategies:

Market penetration pricing strategy- the aim of this strategy is luring the buyer to buy the product, as the prices are reduced bit.
Pricing at a premium- in this strategy, the prices are set above the prices of the competitors.

Outline two types of promotional strategies that a business could use.

Build awareness: One must need to identify the target audience for making them aware about their product and services, for the promotion of the marketing messages.

Foster interests: well-designed content marketing is required for providing the required information for gaining their interests in the business.

Outline three common distribution strategies that can be used as part of the marketing mix.

1) Indirect distribution

When the product reaches the end customers, then it is known as indirect distribution, the product is reached through various channels in between.

2) Direct distribution

When the product is directly sent to the end customer by the company, then it is known as Direct distribution.

3) Intensive distribution

When there is mass marketing of the product, then intensive distribution is used. It is tried by the intensive distribution to cover as much market as possible.

Outline why a business may choose to use an undifferentiated marketing strategy.

It is important as it helping the business in reaching the large number of people at a time. It is also helpful in reducing the cost of marketing the product.

Outline why a business may choose to use a concentrated marketing strategy.

When the resources are limited with the firm, it is appropriate to use concentrated marketing strategies so that it is used in the marketing of the product services.

Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix align with an organization’s strategic objectives. Provide an example to illustrate your response.

To make sure that the marketing strategies align with the organization's strategic objectives, the following have to be taken into consideration:

The plans of market should be measurable and achievable.
It is important to note the key performance indicator for tracking the marketing goals.
The strategic objectives must line up with the marketing goals.
The goals of market must be in content based and it should be well outlined.
Content performance track should be kept.

Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix meet legal and ethical requirements. Provide an example to illustrate your response.

For achievement of the requirement, following points have to be observed:

Healthy approach- the information regarding the product needs to be disclosed when the marketing the product.
Content compliance- during the marketing of the product, it is important to be truthful. Publishing of the misleading information is wrong.
Child right promotion- when the marketing strategies are engaged, it should be examined for making sure that the child rights are not violated.

Explain the process that a marketer can use to ensure that marketing strategies, approaches and the marketing mix are achievable for an organization. Provide an example to illustrate your response.

For ensuring that the marketing strategies are achievable, the following points have to be considered:

The marketing goals that are been chosen must line up with the set goals of the organization.
The strategies that are set is achievable with the resources that are available.
It is important to keep the track of the marketing strategies performance.

Assessment Task 1 Checklist

Student’s name:
Did the student provide a sufficient and clear answer that addresses the suggested answer for the following?		Completed successfully		Comments
		Yes	No
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 8
Question 9
Question 10
Question 11
Question 12
Question 13
Question 14
Question 15
Question 16
Question 17
Task Outcome:	Satisfactory 			Not Satisfactory 
Assessor signature
Assessor name
Date

Assessment Task 2 Cover Sheet

Student Declaration

To be filled out and submitted with assessment responses

I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
I understand that if I If I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
I have correctly referenced all resources and reference texts throughout these assessment tasks.

Student name
Student ID number
Student signature
Date

Assessor declaration

I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.

Assessor name
Assessor signature
Date
Assessment outcome	S	NS	DNS	Resubmission Y N

Note: S – Satisfactory, NS – Not satisfactory, DNS – Did not submit

Feedback

Student result response

My performance in this assessment task has been discussed and explained to me.
I would like to appeal this assessment decision.

Student signature
Date

A copy of this page must be supplied to the office and kept in the student’s file with the evidence.

Assessment Task 2: Marketing plan research project

Task summary

This assessment task requires you, in the role of Marketing Manager, to conduct research and develop a Marketing Plan briefing report to inform the development of a Marketing Plan that you will develop in Assessment Task 3.

This assessment is to be completed in the simulated work environment in CSB.

Required

Access to textbooks/other learning materials
Computer with Microsoft Office and internet access
Briefing Report Template

Submit

Email with briefing report attached

Assessment criteria

For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.

Re-submission opportunities

You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.

You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.

Assessment Task 2 Instructions

Carefully read the following:

NatureCare Products is based in Brisbane, Queensland Australia. It commenced business in 1996, manufacturing and retailing eco-friendly, high quality beauty skin care products.

The business was established to cater for a growing demand for skin products that contain eco- friendly and natural ingredients. There is also an emphasis on eco-friendly packaging.

NatureCare Products’ current Strategic Plan identifies that its vision is to be a market leader for providing high quality, sustainable skin care products.

Its organisational objectives are to:

To be a high performing profitable business
To be a leader and innovator in natural, eco-friendly cosmetics
To attract, engage and develop the best staff

It has identified its major competitors as being Jurilique and Botani and is currently working on positioning itself against this strong competition. The prices of its products are slightly higher than major competitors.

The organisation currently consists of the CEO, Operations Manager, Sales Manager, Marketing Assistant, Customer Sales Officers (5) and Administration staff (3). All the positions are based in the office in Brisbane.

The company’s current range of products include:

Cleansing creams to soothe skin during make-up removal. Primary ingredients are Shea butter to nourish the skin and plant the skin, and plant extracts rich in essential oils with regenerating and anti-inflammatory properties. This product is for delicate and mature skins and can also be used as a baby cream.
Multi Protection Day Moisturizing Creams for dry to normal skin types that help protect the skin during the day. It contains shea butter and extracts from fragile green algae that provides hydrating and protective properties.
Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy new cells. This product can be used on most skin types.

The company has become well established in the Australian market and sells its products in health stores across the country. However, the company wants to widen its range of retails outlets with other outlets that reflects its desired positioning.

It also sells its products online through its own web site, although there is no SEO, and no social media presence currently.

The company targets customers that want high quality, eco-friendly products. Market research has identified that around 70% of customers are professional women aged 25 to 55.

The current strategy of the company as identified in its latest Marketing Plan is niche marketing to the target group based on positioning the products as high quality and eco-friendly.

With regard to the marketing of NatureCare Products, the company is reasonably happy with sales through the web site but would like to do more in the future, for example, through reviewing search engine optimisation and to use social media to generate sales. The company is in a strong financial position and has a budget of around $150,000 for marketing for the upcoming financial year.

The company would like to add more products over time and is focussed on a range of products to meet particular skin needs rather than a one-size fits all. The company is also interested in expanding overseas. Research has identified that Japan may represent a good opportunity for the company, as it has been identified there are good opportunities for products made from natural ingredients. The company has also decided to target essentially the same group of consumers as for the Australian market, as it has identified that a key group of consumers in Japan for cosmetic products are middle- aged and older women who seek functionality and higher-value-added items.

Regarding the company’s current promotional activities, successful promotional activities have been advertisements on the Australian body + soul web site and in the Natural Health magazine. There have also been in-store promotions with the focus on high quality products for women.

The management team of NatureCare Products has advised that its primary marketing objectives are:

Increase the number of people who make a purchase while visiting the online store by 20%.
Increase the number of retail outlets selling NatureCare Products by 150.
To increase product awareness amongst the target market by 20%.
To increase market share to 15%.
To expand into at least one international market.
To identify new products and new markets.
To attain annual growth of at least 10% over the next three years.

Regarding market trends, the following have all contributed to the growth in popularity of natural- based personal care products:

health warnings
environmental concerns
ethical concerns
therapy awareness
organic attitudes

It is predicated that natural/organic skincare, hair care and cosmetics sales will continue to grow strongly in the retail sector. Cosmetics in general are also still growing strongly.

Complete the following activities:

Write a marketing plan briefing report.

Review the case study information and use the Internet to conduct research on trends and development in the cosmetics industry, potential new and emerging markets, competitors and any other relevant factors.

Based on your research and the review of the case study information, develop a SWOT and a PESTLE analysis that outlines all of the internal and external factors that will impact on the Marketing Plan.

Identify and evaluate least three potential marketing opportunities for NatureCare Products and that align with organisational objectives. The evaluation of each of the marketing opportunities that you identify should include the following:

The fit with organisation’s objectives as outlined in the scenario information.
Risks of each of the marketing opportunities you have identified.
Potential returns of each of the marketing opportunities. Returns can be identified in general terms, for example, greater market share.

Identify and report on feasible marketing strategies that can be implemented for the marketing opportunities you have identified, including strategies that:

Address the four p’s of the marketing mix in accordance with the organisation’s marketing objectives, including desired positioning.
Align with organisational strengths as described in the case study information
Are relevant to the three marketing opportunities you have identified
Are consistent with NatureCare Product’s ability to implement such marketing strategies given the information provided in the case study.

The briefing report must include a clear rationale for your selection of marketing strategies based on the above, and clearly demonstrate how the strategies align with the NatureCare Product’s strategic objectives.

Following determination of the marketing strategies, you are required to plan and report on marketing tactics for each of the marketing strategies you have identified.

This must include:

Details of proposed marketing tactics to implement each strategy and rationale for such.
Timing of the marketing tactics, staff roles and responsibilities and costs involved. Costing should be developed in line with the budget outlined in the case study information. You should research the cost of the marketing tactic you identified using the Internet to ascertain general costs and record these in the briefing report.
Recommended coordination and monitoring mechanisms that will be used to ensure that the marketing tactics are implemented as required and according to timelines.
How the proposed marketing tactics are achievable within the available budget and staff and are relevant to the organisation’s marketing objectives.
Legal and ethical issues that need to be considered in using the marketing tactics proposed and how you have ensured these issues are addressed. The following codes and legislation should be reviewed to assist in the identification of legal and ethical issues (depending on the marketing tactics proposed): http://aana.com.au/content/uploads/2014/05/AANA-Code-of-Ethics.pdf http://apps.ami.org.au/About/code_of_conduct.asp http://www.adma.com.au/comply/code-of-practice/ http://www.acma.gov.au/Industry/Marketers/Anti-Spam/Ensuring-you-dont-spam/key-elements-of-the-spam-act-ensuring-you-dont-spam-i-acma

Develop and report on marketing performance measures to ensure performance against marketing objectives and budget can be measured and allowing for adjustment against measures as required.

Develop and report on strategies that can assist in increasing organisational expertise or resources to address gaps in currently capability and marketing objectives as per the case study information provided.

Use the Briefing Report Template to guide your work.

Nature Care Products

Marketing Plan Briefing Report

Introduction

A marketing report is a set of data created to analyze the performance of a specific marketing campaign or effort. It is utilized to effectively communicate a company's marketing strategy, including research, promotional tactics, goals and expected outcomes.

It basically accomplishes these critical points for team:

Explains the purpose of a given marketing strategy.

Details the measurements that will determine the success of a campaign.

Identifies the audience and expected outcomes of the project.

Marketing Overview

The organization has gotten grounded in the Australian market and sells its items in wellbeing stores the nation over. Nonetheless, the organization needs to broaden its scope of retails outlets with different outlets that mirrors its ideal situating. It additionally sells its items online through its own site, despite the fact that there is no SEO, and no web-based media presence as of now. It has distinguished its significant rivals as being Jurilique and Botani and is as of now chipping away at situating itself against this solid rivalry. The costs of its items are somewhat higher than significant contenders.

Current customer profile

Company Markets its target audience who are willing to take the high quality and eco-friendly products for themselves. Market research has identified that around 70% of customers are professional women aged 25 to 55.

SWOT ANALYSIS

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT Analysis is a technique for assessing these four aspects of your business.

Strengths	Weaknesses
Products of High-Quality •Eco-friendly and Natural raw materials are used for manufacturing •High Brand value	The high price of the products •Products restricted to women •Few products as the products are specific to skin types
Opportunities	Threats
Meeting the requirements for the new market Launching new products which will meet Men’s need as well. For increasing the sales, more promotions is carried out	Fierce marketing from other reputed brands

PESTLE Analysis

A PESTEL analysis or PESTLE analysis (formerly known as PEST analysis) is a tool that is used for analyzing and monitoring the macro-environmental factors. When a business is about to start, this tool is used.

Political Factors	A bill called the Personal Care Product Safety Act permits the FDA to have an additional "active" way for dealing with the guaranteeing item wellbeing.
Economic factors	Without a doubt, clients turned out to be more cost cognizant, choosing to purchase just what they need for endurance.
Social factors	There are many brands offering almost a similar item. Brand reliability spreads on a level plane.
Technological factors	The web truly altered the magnificence business.
Legal factors	Fixings in the excellence business are precarious. They can be FDA-directed without additionally being FDA-endorsed.
Environmental factors	The beauty business is centering like never before to attempt to go "green."

Marketing Opportunities

Following are the marketing opportunities that I opted for:

Telemarketing: in this, telephone is used to make sale. This type of marketing focuses on those customers who are at home during the day.

Customer Segmentation: consumer segment needs to be identified for understanding the demand.

Social media sites. In this advertising is done through social media, like Facebook.

Analyzing marketing opportunities for best results:

Analysis of other industries

In some cases, the company’s objective is not to continue the operations within an industrial sector but also expanding a certain business.

Environment analysis

By analysing of the changes in the environment, the market opportunities can be identified.

Marketing Strategies

Telemarketing: in this, telephone is used to make sale. This type of marketing focuses on those customers who are at home during the day.

Social media sites: In this advertising is done through social media, like Facebook.

Call to Action (CTA) Marketing: It converts the web traffic into sales.

Marketing performance

To measure marketing performance against marketing objectives we need to:

KPI tools are a business reporting solution used by companies to track, monitor, and generate actionable insights from key performance indicators specific to company’s business objectives to achieve sustainable business development and, ultimately, profit.

Marketing KPIs

Marketing Objectives	KPIs
Increment in the sales of online stores by 20%	By the end of the second quarter, No. of online store sale to be increased by 20%
Increasing the number of retail stores	By the end of the Third Quarter, No. of Retail outlets to be increased by 150
To increase market share by 20 %	At least one international Venue will be opened by the end of the second quarter.
To setup one International Market	By the end of the second quarter, one international venue will be opened.
For identification of the new products and new market	By the end of the Fourth Quarter, the new products and new markets will be set up
For attainment of an annual growth	Over the next three years, the annual growth will be attained

Strategies to increase organizational expertise or resources to address gaps in currently capability and marketing objectives:

Plan your analysis

On two levels, a skill gap analysis should be done– at an individual and at a team level. For planning the analysis effectively, there is a need of establishment with whom there is a need to talk, including C-suit.

Catch up on the future of work trends

Determine what is needed to be done in order to get the organization up to the expectations.

Send an email to the CEO via email (your assessor) with your briefing report attached.

The text of the email should be written in grammatically correct English, in an appropriate (formal, business-like) tone.

It should seek feedback on the briefing report and request approval to develop the marketing plan based on the report.

Attach your briefing report to the email.

The CEO will respond to your email and briefing report, providing ideas for incorporation as required, and confirm approval to proceed to developing the marketing plan.

To: Assessor

From:

Subject: Attachment of Briefing report

Dear Assessor,

This mail is written to give the overview of the marketing plan briefing report of the products of the NatureCare of the organization. The report is attached to the mail. Kindly go through the report and give your valuable feedback.

Best Regards,

Assessment Task 2 Checklist

Student’s name:
Did the student:	Completed successfully		Comments
Did the student:	Yes	No	Comments
Conduct and report on a SWOT and PESTLE analysis to inform the development of the marketing plan, including identification of marketing opportunities?
Identify and report on at least three marketing opportunities based on a review of the scenario information and SWOT and PESTLE analysis?
Evaluate and report on each identified marketing opportunity including: The fit with organisation’s objectives as outlined in the scenario information. Risks of each of the marketing opportunities you have identified Potential returns of each of the marketing opportunities – returns can be identified in general terms, for example, greater market share.
Develop and report on marketing strategies that: Address the four p’s of the marketing mix in accordance with the organisation’s marketing objectives, including desired positioning. Align with organisational strengths Are relevant to the marketing opportunities identified Are consistent with NatureCare Product’s ability to implement such marketing strategies, specifically existing staff and budget?
Determine and report on marketing tactics to be used to implement marketing strategies including: An explanation of marketing tactics and rationale for such. Timing of the marketing strategies, staff roles and responsibilities and costs involved. Recommended coordination and monitoring mechanisms to ensure that the marketing tactics are implemented as required and according to timelines. How the proposed marketing tactics are achievable within the available budget and staff Legal and ethical issues that need to be considered in using the marketing tactics proposed?

Provide a clear rationale for selection of marketing strategies?
Identify and report on recommended strategies to review marketing performance, including marketing metrics to be used?
Develop and report on strategies that can assist in increasing organizational expertise or resources to address gaps in currently capability and marketing objectives?
Task Outcome:	Satisfactory 	Not Satisfactory 
Assessor signature
Assessor name
Date

Assessment Task 3 Cover Sheet

Student Declaration

To be filled out and submitted with assessment responses

I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).
I understand that if I If I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.
I have correctly referenced all resources and reference texts throughout these assessment tasks.

Student name
Student ID number
Student signature
Date

Assessor declaration

I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.

Assessor name
Assessor signature
Date
Assessment outcome	S	NS	DNS	Resubmission Y N

Note: S – Satisfactory, NS – Not satisfactory, DNS – Did not submit

Feedback

Student result response

My performance in this assessment task has been discussed and explained to me.
I would like to appeal this assessment decision.

Student signature
Date

A copy of this page must be supplied to the office and kept in the student’s file with the evidence.

Assessment Task 3: Marketing plan development and presentation project

Task summary

This assessment task requires you to develop and present the Marketing Plan based on the Marketing Plan briefing report that you developed in Assessment Task 2.

This assessment is to be completed in the simulated work environment in CSB.

Required

Access to textbooks/other learning materials
Computer with Microsoft Office and internet access
Marketing Plan Template
Access to a meeting space
Projector for PowerPoint presentation
Roleplay participants (assessor and two students)

Submit

Email with draft marketing plan and marketing presentation attached
Email with revised marketing plan attached

Assessment criteria

For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.

Re-submission opportunities

You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.

You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.

Assessment Task 3 Instructions

Complete the following activities:

Develop a Marketing Plan.

Use the information from your marketing plan briefing report from Assessment Task 2, and the Marketing Plan Template to develop the marketing plan. Notes in the Marketing Plan Template will assist you to structure the required information.

You should also ensure that you your marketing plan addresses any feedback given to you by your assessor at the end of Assessment Task 2.

You will be updating your marketing plan after discussing it with the CEO and senior management team after your presentation, so save this version of your plan as Draft Marketing Plan.

Print off three copies of your Draft Marketing Plan to provide to the CEO and senior management team.

Draft Marketing Plan

Introduction

A set of data that is created for the analyzing of the performance of a particular market campaign, is known as a marketing report. For the effective communication of the marketing strategy of the company, it is utilized. It includes the research, promotional tactics, goals as well as the expected outcomes.

It is composed of following critical points:

It explains the purpose of giving a market strategy.

Measurement is detailed that determines the success of the campaign

Audience is identified and the expected outcome of the project

Marketing Overview

In the Australian market, the organization has been grounded, and sell their items. The scope needs to be broadened by the organization. The items are sold online through their on web-sites.

Current Promotional Activities

Through magazines, the company is promoting its brand. A web-site is being also launched by the company through which the customer can buy their products.

SWOT ANALYSIS

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT Analysis is a technique for assessing these four aspects of your business.

Strengths	Weaknesses
Products of High-Quality •Eco-friendly and Natural raw materials are used for manufacturing •High Brand value	The high price of the products •Products restricted to women •Few products as the products are specific to skin types
Opportunities	Threats
Meeting the requirements for the new market Launching new products which will meet Men’s need as well. For increasing the sales, more promotions is carried out	Fierce marketing from other reputed brands

PESTLE Analysis

Political Factors	A bill called the Personal Care Product Safety Act permits the FDA to have an additional "active" way for dealing with the guaranteeing item wellbeing.
Economic factors	Without a doubt, clients turned out to be more cost cognizant, choosing to purchase just what they need for endurance.
Social factors	There are many brands offering almost a similar item. Brand reliability spreads on a level plane.
Technological factors	The web truly altered the magnificence business.
Legal factors	Fixings in the excellence business are precarious. They can be FDA-directed without additionally being FDA-endorsed.
Environmental factors	The beauty business is centering like never before to attempt to go "green."

Marketing Objectives

Increase the awareness of the product among the target market by 20%
Increasing the market share to 15%
Expanding into at least one international market.
Identifying new products and new market.
Attainment of annual growth of 10%

Budget and projected profit and loss

Marketing strategies	Costs involved	Anticipated Profit/Loss or returns
Youtube videos	$30000	$40000
CTA Marketing	$20000	$40000
Understanding search engine optimization.	$20000	$30000
Use Facebook ads with re-targeting	$18000	$45000
Viral Marketing	$22000	$35000
TOTAL	$1,10,000	$1,80,000

Marketing performance

To measure marketing performance against marketing objectives we need to:

Build brand awareness
Generate leads and acquire customers

Engage, add value to customer relationships

Develop a PowerPoint presentation.

When you have completed your Marketing Plan, develop a PowerPoint presentation to assist in presenting the information from your Marketing Plan. Prepare a minimum of 15 slides that include visuals such as images, charts, graphs, or tables.

The presentation must address each section of your Marketing Plan, as well as clearly describe:

How the Marketing Plan meets organizational and marketing objectives
The proposed strategic marketing mix and rationale for such
Overall marketing approach and rationale for such
Information that supports the choice of identified marketing strategies and tactics You may include notes within your presentation program to assist you in presenting. Save this file as Marketing Presentation.

Presentation has been attached

Send an email to the CEO (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should introduce and summarise the contents of the attachment and ask them for the place, date, and time of your presentation.

Attach your draft marketing plan and marketing presentation to the email.

To: Assessor

From:

Subject: Attachment of Draft Marketing Plan

Dear Assessor,

The mail is sent to give a advice that the showcasing process has been outlined. For giving extensive outline about the marketing plan, short showcasing is been introduced for all the colleagues.

I request to choosing a spot that is positive and time for introducing the advertising and the promotion draft.

Best Regards,

Present your Marketing Plan.

Your assessor will roleplay the CEO and two other students will roleplay the senior management team (the Operations Manager and the Sales Manager).

Prior to commencing your presentation, ensure you provide a printed copy of your Draft Marketing Plan to the meeting attendees.

At the meeting, you will need to explain each part of the Marketing Plan and seek input and feedback.

During the meeting you will need to demonstrate effective communication skills including:

Speaking clearly and concisely
Using non-verbal communication to assist with understanding
Asking questions to identify required information
Responding to questions as required
Using active listening techniques to confirm understanding

PowerPoint presentation has been given to the staff members for the Marketing plan, in the meeting arranged frequently.

In the meetings, we had examined about the fundamental motivation behind the advertising plan in the association, alongside that promoting plan drafts have been conveyed to the workers and their perspectives and criticisms has been recorded and tuned in.

Questions asked from the colleagues after the presentation:

Overall, how would you rate the presentation?
How likely are you to recommend this presentation to other employees?
Why did you decide to attend the presentation?
Which elements of the marketing plan did you like the most?
What, if anything, did you dislike about this marketing plan?
What do you think about the new modifications in the marketing system?

Update your Marketing Plan

Incorporate feedback provided by your assessor and the other students who attended your presentation.

Save this document as Updated Marketing Plan.

Updated Marketing Plan

Introduction

It is composed of following critical points:

It explains the purpose of giving a market strategy.

Measurement is detailed that determines the success of the campaign

Audience is identified and the expected outcome of the project

Marketing Overview

In the Australian market, the organization has been grounded, and sell their items. The scope needs to be broadened by the organization. The items are sold online through their on web-sites.

Current Promotional Activities

Through magazines, the company is promoting its brand. A web-site is being also launched by the company through which the customer can buy their products.

SWOT ANALYSIS

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT Analysis is a technique for assessing these four aspects of your business.

Strengths	Weaknesses
Products of High-Quality •Eco-friendly and Natural raw materials are used for manufacturing •High Brand value	The high price of the products •Products restricted to women •Few products as the products are specific to skin types
Opportunities	Threats
Meeting the requirements for the new market Launching new products which will meet Men’s need as well. For increasing the sales, more promotions is carried out	Fierce marketing from other reputed brands

PESTLE Analysis

Political Factors	A bill called the Personal Care Product Safety Act permits the FDA to have an additional "active" way for dealing with the guaranteeing item wellbeing.
Economic factors	Without a doubt, clients turned out to be more cost cognizant, choosing to purchase just what they need for endurance.
Social factors	There are many brands offering almost a similar item. Brand reliability spreads on a level plane.
Technological factors	The web truly altered the magnificence business.
Legal factors	Fixings in the excellence business are precarious. They can be FDA-directed without additionally being FDA-endorsed.
Environmental factors	The beauty business is centering like never before to attempt to go "green."

Marketing Objectives

Increase the awareness of the product among the target market by 20%
Increasing the market share to 15%
Expanding into at least one international market.
Identifying new products and new market.
Attainment of annual growth of 10%

Budget and projected profit and loss

Marketing strategies	Costs involved	Anticipated Profit/Loss or returns
Youtube videos	$30000	$40000
CTA Marketing	$20000	$40000
Understanding search engine optimization.	$20000	$30000
Use Facebook ads with re-targeting	$18000	$45000
Viral Marketing	$22000	$35000
TOTAL	$1,10,000	$1,80,000

Marketing performance

To measure marketing performance against marketing objectives we need to:

Build brand awareness
Generate leads and acquire customers
Engage, add value to customer relationships

Send an email to the CEO (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should summarise the meeting and the contents of the attachment. The text should outline the changes that you have made to your marketing plan.

Attach your updated marketing plan to the email.

To: Assessor

From

Subject: Attached Updated Marketing plan

Dear Assessor,

This mail is to inform that after receiving the criticism and audits from the directors and partners, the advertising plan has been refreshed as per the requirements. For promotion of the exercises, it is been expanded for finishing the assignments. The essential expenses have been sliced.

Kindly go through the changed arrangement and give your feedbacks.

Best Regards,

Assessment Task 3 Checklist

Student’s name:
Did the student:		Completed successfully		Comments
		Yes	No
Develop a marketing plan using the required template and addressing all parts of the template?
Present the marketing plan using PowerPoints that includes: A detailed explanation of how the Marketing Plan meets organisational and marketing objectives Description of the proposed strategic marketing mix and rationale for such Description of proposed marketing approaches and their suitability Explanation of the identified marketing strategies and tactics and rationale for such?
During the meeting, demonstrate effective communication skills including: Speaking clearly and concisely Using non-verbal communication to assist with understanding Asking questions to identify required information Responding to questions as required Using active listening techniques to confirm understanding?
Submit an updated marketing plan within 2 working days of the presentation that includes the input provided from the management team?
Task Outcome:	Satisfactory 			Not Satisfactory 
Assessor signature
Assessor name
Date

Samples

Develop a Marketing plan (BSBMKG609)

Table of Contents

Assessment Information

Assessment Plan

Assessment Preparation

Assessment appeals

Naming electronic documents

Additional Resources

Assessment Instructions

Assessment Task Cover Sheet

Assessment Task Information

Assessment Task Instructions

Checklist

Student Assessment Agreement

Assessment Task 1 Cover Sheet

Student Declaration

Assessor declaration

Feedback

Student result response

Assessment Task 1: Written Questions

Task summary

Required

Submit

Assessment criteria

Re-submission opportunities

Written answer question guidance

Assessment Task 1 Instructions

Provide answers to all the questions below:

Assessment Task 1 Checklist

Assessment Task 2 Cover Sheet

Student Declaration

Assessor declaration

Feedback

Student result response

Assessment Task 2: Marketing plan research project

Task summary

Required

Submit

Assessment criteria

Re-submission opportunities

Assessment Task 2 Instructions

Assessment Task 2 Checklist

Assessment Task 3 Cover Sheet

Student Declaration

Assessment Task 3: Marketing plan development and presentation project

Task summary

Required

Submit

Assessment criteria

Re-submission opportunities

Assessment Task 3 Instructions

Assessment Task 3 Checklist