Assessment Details
Qualification Code/Title BSB50215 Diploma of Business
Assessment Type Assessment Task 3 ( Case Study ) Time allowed
Due Date Location AHIC Term / Year
Unit of Competency
National Code/Title BSBMKG508 Plan direct marketing activities
Student Details
Student Name Student ID
Student Declaration: I declare that the work submitted is my own, and has not been copied or plagiarised from any person or source. Signature: ____________________________
Date: _____/______/__________
Assessor Details
Assessor’s Name
RESULTS (Please Circle) SATISFACTORY NOT SATISFACTORY
Feedback to student:
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Student Declaration: I declare that I have been assessed in this unit, and I have been advised of my result. I am also aware of my appeal rights.
Signature: _______________________________
Date: ______/_______/___________
Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Signature: ________________________________________
Date: ______/_______/___________
Instructions to the Candidates
? This assessment is to be completed according to the instructions given below in this document.
? Should you not answer the tasks correctly, you will be given feedback on the results and gaps in knowledge. You will be entitled to one (1) resubmit in showing your competence with this unit.
? If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
? Please refer to the College re-submission and re-sit policy for more information.
? If you have questions and other concerns that may affect your performance in the Assessment, please inform the assessor immediately.
? Please read the Case Study carefully then complete all tasks.
? To be deemed competent for this unit you must achieve a satisfactory result with tasks of this Case Study along with a satisfactory result for the other two assessments.
? This is an Open book assessment which you will do in your own time but complete in the time designated by your assessor. Remember, that it must be your own work and if you use other sources then you must reference these appropriately.
? This Case Study will need to be approximately 1500 words.
? Resources required completing the assessment tasks are Learner guide, PowerPoint presentation, Unit Assessment Pack (UAP), Access to other learning materials such as textbooks, Access to a computer, the Internet and word-processing system such as MS Word.
? Submitted document must follow the given criteria. Font must be Times New Roman, Font size need to be 12 and line spacing has to be Single line.
? This is Individual Assessments. Once you have completed the assessment, please upload the softcopy of the Assessment into AHIC Moodle.
? Plagiarism is copying someone else’s work and submitting it as your own. Any Plagiarism will result in a mark of Zero.
Assessment-3(Case study and Presentation)
Marketing Strategies
Assessment description
In this assessment task you are required to review the strategies .and describe how they meet the requirements for the organisation. You also need to develop a presentation of your marketing strategies that outlines the strategies, your approaches and your reasoning for developing these and incorporates feedback from key stakeholders.
Case study
The CEO has informed you that the Board have considered your analysis of the two expansion opportunities (franchising or joint venture), along with their own assessment of a wholly-owned company expansion, and decided to go ahead with the joint venture proposed by Haigh’s Chocolates.
The CEO has asked you to develop some marketing objectives for the expansion plan.
You arrange a meeting with the CEO and take along Cocoa Delights’ marketing plan from 2010 and the Haigh’s proposal to help you determine the new marketing objectives.
You note the targets in the Cocoa Delights Marketing Plan for 2010 focus on building brand awareness amongst customers. The CEO explains that this is a benchmark that Cocoa Delights would like to achieve in all markets in which it operates. This is in keeping with the Chair of the Board’s statement, ‘By 2015, I see Cocoa Delights with a significant presence in retail chocolate in every Australian capital city’.
The CEO states that, in Melbourne, it was brand awareness that helped to secure the key objectives of market penetration and share, and that this should continue to be the goal. Brand awareness will be achieved by the joint venture TV advertising campaign, costing the company $1.1 million in each new market. This money has been set aside in the budget, as has provisions for an increase in staff for the marketing department to help manage the campaign. Priorities for the plan are to ensure that the branding exercise complies with the Competition and Consumer Act 2010 , and that it is not associated with activities that are not in the community’s best interests. Established markets will allocate 20% of the advertising budget for brand awareness rather than product promotion.
Managing brand awareness is an overall company responsibility. All managers and executives will be charged with the responsibility to display the brand prominently in stores, advertising, packaging, staff uniforms, vehicles and in PR articles. The key to managing this target will be regular feedback from surveys and research conducted by national consultants Holt & Burrows.
You also note that the sales analysis of existing Melbourne stores shows handmade chocolate at 45%, partly handmade at 25%, machine made chocolate at 15%, together with the hot beverages at 15%. The CEO explains that, initially, the handmade chocolate gains early traction with the market, followed by uptake in other categories. For this reason, the CEO suggests that a target of 30% for machine made chocolate would indicate that the new markets were on track to achieve the overall sales target.
Often a new customer’s first purchase is from the Dark Decadence range, and this provides an opportunity to sign them up for a loyalty program. Therefore, the initial advertising budget will feature items from this category, and also be the focus of the front entrance prominent display during the initial period.
In terms of market share, the vision of the company is to dominate the markets in which Cocoa Delights operates. The CEO explains that Cocoa Delights has approximately 18 % of the Melbourne gourmet chocolate market, and they expect to replicate and increase this rate in the long-term for every capital city in which they operate. From a position of dominance, the company is able to achieve its sales targets, as well as the gross margins required to succeed.
A full marketing plan will be developed, with resources including access to Holt & Burrows and 5% of turnover allocated to finance the budget to achieve this target. The company will need to ensure that it complies with the competition rules set by the ACCC for the market dominant player. To achieve this share, it is very important that stores achieve their break-even target of $3 million. It is estimated that new markets will need to achieve about 15% market share before break-even sales levels are secured.
Working closely in this area with the joint venture partner should open doors to established marketing channels that will ensure the achievement of this target. Legal agreements with Haigh’s Chocolates, covering a Cocoa Delights veto right, will ensure that all marketing is conducted in a clearly defined ethical and legislative compliant way. The following notes are from your Haigh’s Chocolates proposal review:
? Haigh’s Chocolates overview: Mid-sized operations of only a few stores per city. Haigh’s sell chocolates at mid ranged prices. No imported goods. Extensive advertising. Medium to high quality product. Currently has stores in Melbourne, Sydney & Adelaide. Strong in the replacement segment rather than new and refurbished dwellings.
? view themselves as operating in different market segments within the same industry.
? Haigh’s already understands the markets in the three established capital cities, and are looking to open a few stores soon in Brisbane. They have the necessary contacts for essential services and council/ state government compliance issues.
? There may be a conflict of interest between what is good for Haigh’s and what is good for Cocoa Delights.
? The rollout to 100 stores is expected to take 5–7 years.
? Advertising would be cheaper, given that they already access media via extensive advertising for Haigh’s Chocolates.
? Joint brand advertising could be conducted because the market segments are complimentary rather than competitive.
? Customers could enjoy greater access to all of the product groups, including the cheaper range of chocolate.
? Association with a mass producer could impact negatively on Cocoa Delights’ premier reputation for quality chocolate.
? Haigh’s Chocolates will help establish Cocoa Delights’ brand awareness with access to low-cost combined media buys in other capital cities.
? Haigh’s Chocolates will share advertising space on billboard, advertising and PR articles.
? Concerns over Haigh’s Chocolate’s past advertising practices.
? Joint industry-wide promotions will allow Cocoa Delights to establish early traction in its goals for market share in other capital cities.
Procedure /Instructions
1. For the organisation outlined in the case study materials from Assessment Task 2, and using the strategies and tactics developed in Assessment Task 2, you will need to prepare a Direct marketing plan using the headings below.
a. Introduction – Provide an overview of the organisation and the plan, which simply states what is to be achieved.
b. SWOT analysis – Submit an overview of the organisation’s strengths, weaknesses, opportunities and threats (analysed in Assessment Task 2).
c. Marketing objectives – Include the objectives of the organisation
d. Strategies – Outline the direct marketing opportunities present in business
e. Implementation – Select most appropriate direct activities and match to business objectives.
f. Calculate cost: Budget costs of selected marketing activities.
g. Responsibilities: Assign marketing role and responsibilities to relevant team members.
2: Write a recommendation report describing key long-term strategic objectives.
Trainer will also provide further explanations on the above instructions in the class which will clearly outline all requirements in more detail and simplistic way according to your understanding level. You may also request your trainer for additional information and may seek help with summarising of all instructions if required.
Submission specifications
You must provide:
• a Direct Marketing plan written with supporting statements,
• a brief written summary of the meeting with your CEO (your assessor)
• a written recommendation report describing key long-term strategic objectives.
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