ASSESSMENT SUMMARY SHEET
• This form is to be completed by the assessor and used a final record of student competency.
• All student submissions including any associated checklists (outlined below) are to be attached to this cover sheet before placing on the students file.
• Student results are not to be entered onto the Student Database unless all relevant paperwork is completed and attached to this form.
Student Name:
Student ID No:
Final Completion Date: 17 February 2017
Unit Code: BSBMKG501
Unit Title: Identify and Evaluate Marketing Opportunities
Please attach the following documentation to this form Result
Assessment Research, report and presentation S / NYS / DNS
Final Assessment Result for this unit C / NYC
Feedback is given to the student on each Assessment task Yes / No
Feedback is given to the student on final outcome of the unit Yes / No
Student Declaration I have been assessed in a fair and flexible manner. I understand that the Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks. Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Name: Name:
Signature:
Signature:
Date: Date:

ASSESSMENT 1 COVER SHEET
Details of Assessment
Term and Year Term 1 2017
Assessment Type Case study and report
Due Date Class Room Lecture Hall 2, 5 & 6
Student Name:
Student ID No:
Date: 17 February 2017
Qualification : BSB50215 Diploma of Business
Unit Code: BSBMKG501
Unit Title: Identify and Evaluate Marketing Opportunities
Assessor’s Name
Assessment Outcome Satisfactory
Not Satisfactory
Student Feedback
Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the Sydney Metro College’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks. Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Name: Name:
Signature:
Signature:
Date: Date:
Student was absent from the feedback session.

Assessment/evidence gathering conditions
Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory (NYS). A student can only achieve competence when all assessment components listed under procedures and specifications of the assessment section are Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS is eligible for re-assessment. Should the student fail to submit the assessment, a result outcome of Did Not Submit (DNS) will be recorded.
Resources required for this Assessment
• All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
• Upon completion, submit the assessment printed copy to your trainer along with assessment coversheet.
• Refer the notes on eLearning to answer the tasks
• Any additional material will be provided by Trainer
Instructions for Students
Please read the following instructions carefully
• This assessment is to be completed according to the instructions given by your assessor.
• Students are allowed to take this assessment home.
• Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided with feedback on your work within 2 weeks of the assessment due date.
• Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency.
• If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
• Please refer to the College re-assessment and re-enrolment policy for more information.
Procedures and Specifications of the Assessment
The candidate will demonstrate skills and knowledge required to investigate marketing opportunities.
You will analyse a real organisation or simulated business to identify two marketing opportunities, research potential new markets, assess opportunities with respect to contribution to the business, and explore innovative approaches. You will then prepare a brief presentation for marketing peers to support and explain the two marketing opportunities you have identified.
You may base your analysis and report on:
? an organisation you are familiar with, such as a current or previous employment, and from which you can access organisational strategic and marketing plans to identify and evaluate marketing opportunities
Note: You should ensure enough information is available for the organisation and relevant market/s to complete the assessment task to specification or;
? BBQfun simulated business.
You must:
? deliver a 15–20-minute presentation
? submit presentation notes and other materials used in the presentation such as PowerPoint slides and handouts.
Your assessor will be looking for:
? culturally appropriate communication skills employed to relate to people from diverse backgrounds and people with diverse abilities
? literacy skills to identify and interpret market information
? numeracy skills to calculate and evaluate financial information on new marketing options
? research and evaluation skills to gather information on and interpret market trends to identify marketing opportunities
? knowledge of organisational marketing plan, and products and services
? knowledge of principles of marketing and the marketing mix
? knowledge of statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques.
Assessment
There are two parts to this assessment task. Part A requires you to identify and evaluate two opportunities for your chosen organization or utilize BBQfun case study. In Part B, you will explain the opportunities to your peers in a 15–20-minute presentation.
Part A
Part A requires you to identify and evaluate marketing opportunities for your chosen organization or utilizing the BBQfun case study.
1. Identify two marketing opportunities for the organisation on your chosen organisation’s market and business needs in terms of:
a. comparative market information
b. competitors’ performance
c. customer requirements
d. legal and ethical requirements
e. market share
f. market trends and developments
g. new and emerging markets
h. profitability
i. sales figures
Note: Some data in the BBQfun simulated business needs to be updated by you. For your chosen organisation or BBQfun, it is recommended that you use ABS data, for example, to determine demographic and consumer trends.

2. Research potential new markets for the organisation in relation to:
a. export markets (new geographic opportunities)
b. segments of the market not currently penetrated (customers within the market not tapped)
3. Based on Q2, provide an evaluation and analysis on:
a. the various strategic marketing approaches (such as; increasing market share, developing new markets, developing new products and diversification) that the company should consider in terms of expanding their business potential and discuss what are the likely options for implementation.
b. the types of markets and aspects of the marketing mix by ranking each of the following elements mentioned below in terms of their viability and likely contribution to the business such as distribution, products and types of promotional activities.
• e commerce
• business to business marketing
• direct marketing
• ideas marketing
• marketing of goods
• public sector marketing
• services marketing
• telemarketing.
4. Using a suitable methodology, such as gap analysis, market or marketing analysis, or competitor analysis, identify and decide on two marketing opportunities to focus on and investigate further.
5. Estimate the effect of the two marketing opportunities on the business, for example:
a. effect on sales volume
b. growth
c. market share
d. profitability
e. potential competitors
6. Discuss what are the consideration of external factors (legislations including privacy act, anti-discrimination, competition and consumer act; ATO regulations and GST implications; manufacturing standards; e-commerce best practices marketing codes of practices), costs, benefits, risks and opportunities to determine the financial viability of the selected marketing opportunity.
7. Based on the selected marketing opportunities, identify changes to current operations in order to take advantage of the opportunity. Ensure changes identified are adequate to:
a. service an increased or different customer base
b. ensure continued quality of service.
8. Estimate and justify resource requirements and costs for changed operations with considerations on the following areas:
a. additional staff
b. distribution costs
c. equipment
d. promotional costs
e. staff training.
9. Provide an assessment report on the viability of each opportunity by:
a. Exploring and developing entrepreneurial, innovative or creative options (one for each opportunity) to apply the marketing opportunities in the context of the organisation (For example, if you identify an e-commerce opportunity, determine how to apply the e-commerce opportunity to the organisation including aspects such as media, web-design to appeal to target markets, integration with existing operations, marketing strategy and overall strategic directions)
b. Identify and document changes needed to current operations to take advantage of viable marketing opportunities (in terms of inventory and stock, office space and software usage).
Note: Report uses appropriate language and level of formality to satisfy needs of readers:
? formal language
? technical vocabulary; no need to define terms such as ‘marketing mix’
? assumed knowledge of organisational policies and marketing strategies
Complete your own research to supplement the information you have been provided with or attach relevant appendices if required. Ensure that you have all the information that will enable you to address all the requirements of the report.
Part B
Prepare a 15–20-minute presentation for marketing peers explaining and supporting the two marketing opportunities you have identified in Part A. Ensure you complete the following:
1. Based on Part A, create a PowerPoint presentation on the chosen organization’s evaluation on its marketing opportunities.
2. Highlight only the important points (maximum 3 points per presentation slide) from Part A as it is not supposed to be an exact copy of it.
3. Describe two marketing opportunities and how you identified them. Describe the process you undertook to analyse your organisation to identify the marketing opportunities. Refer to current organisational marketing plan and products/services
4. Support your choice of marketing opportunities with reference to market information such as market trends and sales figures. Include relevant statistics.
5. Describe the effect of opportunities on the business, for example:
a. sales volume
b. growth
c. market share
d. profitability.
Note: You must use evidence to support your assertions, such as:
• refer to quantitative or qualitative data
• show results of break-even or profit analysis.

4. Describe innovative or creative options (one for each opportunity) to apply the marketing opportunities in the context of the organisation. Refer to aspects of the marketing mix, i.e., product, price, promotion, place (distribution). Refer to principles of marketing that apply to your approaches to realising the proposed opportunities.
5. Use appropriate language and level of formality to satisfy needs of your audience. For example:
• professional but semi-formal language
• technical vocabulary; potential need to define more obscure marketing terms or statistical methodologies
• assume no knowledge of specific organisational policies or marketing strategies
• be prepared to answer questions
• provide for response and feedback.
6. Deliver your presentation as per specifications mentioned above.
7. Your presentation will be assessed by (using a presentation assessment rubric which would cover nonverbal, verbal skills, timing and content) your trainer.

Assessment Answers
Part A
Part A requires you to identify and evaluate marketing opportunities for your chosen organization or utilizing the BBQfun case study.
1. Identify two marketing opportunities for the organisation on your chosen organisation’s market and business needs in terms of:
a. comparative market information
Characteristics Overview What does it mean for BBQfun
Queensland overview ? high population growth of 5% per year
? new homes and renovated homes growing from a base of 50,000 per year
? low unemployment of 4.7%.
Geographic ? our immediate geographic target is the area of Brisbane with a population of 2,000,000
? a 30 km geographic area is the average store market footprint
? the total targeted population is estimated at 450,000.
Demographic ? male and female
? ages 20–50
? high percentage of young professionals who work in the central business district
? high percentage have completed undergraduate/postgraduate study
? an average household income of over $70,000.

b. competitors’ performance
Competitor Overview What does it mean for BBQfun
The Yard • has a limited selection but significant depth. All Australian made. No significant marketing or promotion. The price point is high, but the quality of products is quite good. Not in south east Queensland. Considering e-commerce options. Considered potential treat for entering market through e-commerce because of large distribution network
BBQ’s R Us • Broad range of outdoor lifestyle products including trinkets and furnishings. Lots of cheap imports. Concentrating on established markets. Strong in the replacements segment. One store in Brisbane. Mostly in Melbourne and Adelaide. Considering e-commerce options.
Outdoorz • : Large operations of only a few stores per city. Mass markets outdoor lifestyles at good value prices. No imported goods. Extensive advertising. Low to medium quality. Strong in the replacement segment rather than new and refurbished dwellings. Gaining strength in Brisbane market. Considering e-commerce options.

c. customer requirements
Factors What does it mean for BBQfun
? Selection – a wide choice of options.
? Accessibility – the customer needs easy access to the store with minimal inconvenience.
? Customer service – the customer needs expert customer service to help sort through choices.
? Competitive pricing – the customer needs all products/services to be competitively priced relative to comparable high-end outdoor lifestyle options offered by competitors.
? Flexible payment – the customer needs easily managed payment plan.
? Quality guarantees – the customer requires three year product guarantees (as offered by most competitors).
In the case of BBQfun’s marketing performance, we can see from the table below suggesting its findings of survey of 500 customers as follows:
New builds Renovators Replacements What does it mean for BBQfun
Have visited BBQfun in previous month 70% 70% 50%
Have bought a BBQfun product in previous month 70% 65% 50%
Customer service is essential 90% 95% 60%
Price is most important 10% 20% 95%
Australian made is important 80% 65% 55%
Will buy online 100% 100% 100%
Will pay for online delivery if chosen 100% 100% 100%
Loyalty customer 30% 20% 10%
d. legal and ethical requirements
Types of legislation What it is about: How does it impact BBQfun
Privacy Act 1988 • The Privacy Act 1988 (Privacy Act) regulates how personal information is handled. The Privacy Act defines personal information as:
• …information or an opinion, whether true or not, and whether recorded in a material form or not, about an identified individual, or an individual who is reasonably identifiable.
• Common examples are an individual’s name, signature, address, telephone number, date of birth, medical records, bank account details and commentary or opinion about a person.
In relation to BBQfun, the Privacy Act 1988 ensures that its customers’ information shall be kept within the organization and not to be shared with any other party/ ies so that customers would not be ….
Anti-discrimination Act 1991
Competition and Consumer Act 2010
Australian Direct Marketing Association - Direct Marketing Code of Practice
Free TV Australia
Australian eMarketing Code of Practice
Australian e-commerce model
Spam Act 2003
BBQfun’s comparative market information is largely determined by independent competition where they focuses on locally produced products and they have a collective market share of 48%. In 2009, the national outdoor lifestyle market reached $300 million. Outdoor lifestyle sales were estimated to grow by at least 6% for the next few years. This growth can be attributed to several different factors:
d. market share
Factors What does it mean for BBQfun
? the greater disposable household income from two income families
? the greater availability of affordable and interesting quality imports with the high value of the Australian dollar
? the marketing by popular TV lifestyle programmes.
e. market trends and developments
Factors What does it mean for BBQfun
? Item quality – the preference for high quality items is increasing as customers are learning to appreciate the quality differences.
? Unique – our patrons appreciate the opportunity to include outdoor lifestyles in their home that stand out from the mass-produced and low-quality items.
? Selection – people are demanding a larger selection of choices; they are no longer accepting a limited offer in outdoor lifestyles.

f. new and emerging markets
Factors What does it mean for BBQfun
• A growing market in a high growth area with a significant percentage of the target market still not aware of BBQfun value proposition.
• Increasing sales opportunities outside of our store locations – south east Queensland.
• Growing opportunity for online sales.
g. profitability
Factors What does it mean for BBQfun
• Economy - the real estate market in south east Queensland continues to rise in price, and with it the disposable income of the population.
• Political - the present Government focus and emphasis in future legislative direction will be about growth and productivity
h. sales figures (forecast)
2014 2015 2016 How does it impact BBQfun
Total sales $11,000,000 $12,000,000 $15,000,000
Gross profit $5,110,000 $6,500,000 $7,500,000
Note: Some data in the BBQfun simulated business needs to be updated by you. For your chosen organisation or BBQfun, it is recommended that you use ABS data, for example, to determine demographic and consumer trends.

8. Research potential new markets for the organisation in relation to:
Potential new markets
Factors Options Considerations F or U (favourable or unfavourable)
• Export markets (new geographic opportunities #1)
(new geographic opportunities #2)
(new geographic opportunities #3)
• Segments of the market not currently penetrated (customers within the market not tapped #1)
(customers within the market not tapped #2)
(customers within the market not tapped #3)

9. Based on Q2, provide an evaluation and analysis on:
a. The various strategic marketing approaches (such as; increasing market share, developing new markets, developing new products and diversification) that the company should consider in terms of expanding their business potential and discuss what are the likely options for implementation.
Strategic marketing approaches
Factors Options Considerations F or U (favourable or unfavourable)
• Market penetration
(present market, present product) Market share growth
Customer loyalty improvement
Customer value improvement
• Product development (present market, new product) Design
Technology
Distribution
• Market development (new market, present product) Exporting
Licensing/ franchising
Joint venture
Direct investment
• Diversification (new market, new product) Related diversification
Unrelated diversification

b. The types of markets and aspects of the marketing mix by ranking each of the following elements mentioned below in terms of their viability and likely contribution to the business such as distribution, products and types of promotional activities.
Types of marketing & markets
Types of marketing Market to serve Considerations Ranking (Most favourable = lowest number while least unfavourable = highest number)
• e-commerce
• business-to-business
• direct marketing
• ideas marketing
• public sector marketing
• services marketing
• telemarketing

10. Using a suitable methodology, such as gap analysis, market or marketing analysis, or competitor analysis, identify and decide on two marketing opportunities to focus on and investigate further.
Gap analysis (analyse 4 marketing opportunities and choose two)
Strategic objective Current standing Deficiency Action plan
11. Estimate the effect of the two marketing opportunities on the business, for example:
Impact analysis (based on 2 marketing opportunities against following factors)
Marketing opportunity Factors for consideration How does it affect BBQfun? Action plan
• Effect on sales volume
• Growth
• Market share
• Profitability
• Potential competitors
• Effect on sales volume
• Growth
• Market share
• Profitability
• Potential competitors

12. Discuss what are the consideration of external factors (legislations including privacy act, anti-discrimination, competition and consumer act; ATO regulations and GST implications; manufacturing standards; e-commerce best practices marketing codes of practices), costs, benefits, risks and opportunities to determine the financial viability of the selected marketing opportunity.
Assessment of external factors
Types of legislation What it is about: How does it impact BBQfun
General Australian legislation
ATO regulations
GST implications
Australian standards
e-commerce best practices
Marketing Code of Practice
• Australian Direct Marketing Association
• Direct Marketing Code of Practice
• Free TV Australia Commercial Television Industry Code of Practice
Privacy Act 1988
Anti-discrimination Act
Competition and Consumer Act

13. Based on the selected marketing opportunities, identify changes to current operations in order to take advantage of the opportunity. Ensure changes identified are adequate to:
Evaluation of required change to meet current operation requirements
Marketing strategies Factors for consideration Changes required Action plan
• service an increased or different customer base
• ensure continued quality of service
• service an increased or different customer base
• ensure continued quality of service

9. Estimate and justify resource requirements and costs for changed operations with considerations on the following areas:
Estimation of costs of resource requirements to meet changed operations
Marketing strategies Factors for consideration Estimated costs ($) Justifications Action plan
• Additional staff
• Distribution costs
• Equipment
• Promotional costs
• Staff training
• Additional staff
• Distribution costs
• Equipment
• Promotional costs
• Staff training

10. Provide an assessment report on the viability of each opportunity by:
a. Exploring and developing entrepreneurial, innovative or creative options (one for each opportunity) to apply the marketing opportunities in the context of the organisation (For example, if you identify an e-commerce opportunity, determine how to apply the e-commerce opportunity to the organisation including aspects such as media, web-design to appeal to target markets, integration with existing operations, marketing strategy and overall strategic directions)
Viability of marketing strategies
Marketing strategies Cost factors for consideration Plausible risks Potential benefits Profitability
• Reconfiguration
• Lease
• Plant & equipment
• Reconfiguration
• Lease
• Plant & equipment
b. Identify and document changes needed to current operations to take advantage of viable marketing opportunities (in terms of inventory and stock, office space and software usage).
Marketing Report for BBQfun
Prepared by:
Executive Summary
Situational Analysis
Marketing objectives
Marketing Strategies
Marketing Mix
Marketing Tactics
Marketing Budget
Monitor & Review of KPIs
Other Considerations
Conclusion