Assessment Tool Profile the market

Version 2.0


Contents
Assessment Submission Sheet 3
Student Pre-assessment Checklist 4
Assessment Information 5
Portfolio Requirements 6
Assessment activity One – Knowledge Based Questions 7
Assessment Activity Two- case study 8
Assessment activity Three – Report writing and Feedback collection 12
Assessor Marking and Feedback Form: Assessment Activities 14
Assessment Submission Sheet
Course Title Course Code
Unit Title Unit Code
Version 2.0 Created on
Please read and sign this assessment coversheet and submit it together with your assessment to your Assessor by the due date.
Student Name Student ID
Assessor Date Due
Declaration I affirm that all work submitted in this assessment is my own work and does not involve plagiarism or teamwork other than that authorised for any particular assessment activity. I have been explained and understood the serious consequences in case this work is found plagiarised.
Student Signature: Date Signed: ____/____/____
Assessor Use Only
First Submission Date Re-submission Date Re-assessment Date
0S
0NYS ___/___/____ 0S
0NYS ___/___/____ 0S 0NYS ___/___/____
Feedback: Trainer/Assessor’s Comments:
I hereby confirm that I have been given feedback from the Assessor and I agree with the assessment outcome.
Student Signature Assessor Signature Date ___/___/______
Student Feedback on Assessment: Please provide your comments about this assessment for future improvement.

Assessment Receipt
Student Name Student ID
Course Code & Title Extension Granted Yes ? No ?
Unit Code & Title Date Received ___/___/____
First Submission ? Re-submission ? Re-assessment ? Received by

Student Pre-assessment Checklist
This checklist is to ensure that you, as a student, have been equipped with all essential information by your Trainer/Assessor before you commence undertaking this assessment. You must carefully read, complete and sign this checklist prior submitting your work to your Trainer/Assessor.
My Trainer/Assessor: Comments
? Explained to me the purpose of the assessment.
? explained to me the unit of competency and its requirements including:
• element and performance criteria,
• foundation skills,
• performance and knowledge evidence, and
• Specific assessment conditions.
? discussed the assessment procedure including:
• assessment timeframe, deadline and submission requirements,
• assessment resources, methods and instruments,
• assessment location,
• assessor’s expectations, and
• The feedback process.
? Explained to me the level of performance required to be deemed ‘Satisfactory’ in each assessment task.
? Made the necessary arrangements to meet the assessment conditions essential for me to carry out each assessment task.
? ensured that I understand the following:
• authenticity of my portfolio
• plagiarism and consequences
• re-submission process
• re-assessment process
• appeals process
• study plan
? Addressed my special needs (if any) and made the necessary arrangements accordingly.
? Encouraged me to ask questions if I am not clear and ensured my understanding.
Student Signature: Date Signed:

Assessment Information
This assessment tool is designed to gather evidence on your knowledge as well as abilities on profiling a target market or market segments in accordance with a marketing plan and to develop market-positioning strategies. In addition, it collects evidence on key foundation skills outlined in unit of competency details. Your Trainer/Assessor will go through the unit of competency at the very beginning of this unit explaining each element, performance criteria, foundation skill, performance evidence, knowledge evidence, and other assessment conditions that you will be assessed on via this assessment tool. You can find more information at https://training.gov.au/Training/Details/BSBMKG401.
This assessment has three parts:
Assessment Activity 1 Knowledge based question answers
Assessment Activity 2 Case study on Mercedes Bens
Assessment Activity 3 Report writing and collecting feedback.
In order to be deemed competent in this unit you must obtain satisfactory outcome in each part of this assessment. You must make your assessment professional.
You must abide with the rules outlined in the following section “Portfolio Requirements” when submitting your portfolio to your Trainer/Assessor.
Remember! Your Trainer/Assessor is your best source of help. If you have any special needs, make sure you check with your Trainer/Assessor in advance in order to make the necessary arrangements.
Guide for Preparing and Submitting Assessment
Preparation
• Read each task carefully, to make sure you know what is expected of you. Check whether the task has multiple parts, and make sure you answer all parts.
• Your work must follow a logical structure. Ensure coherence throughout your documentation..
• Research widely and use a variety of reputable sources. Refer to the Style Guide for Assessment Submission given in the next page to comply with referencing standards.
• Remember to observe the principles of academic honesty, as we do check assessments for plagiarism.
Writing and Submitting the Assessment
• Your work must be written in a formal format.
• Write and save your assessment as a Microsoft Word document to your computer.
• Give a title to your assessment and use headings and subheadings when appropriate.
• You must submit your assessment as one portfolio where your work has own cover page having:
– Course Code, Course Name
– Unit Code, Unit Name
– Date of Submission
– Your Student Number
– Your Full Name
– Your Trainer’s/Assessor’s full name
• Number the pages in the bottom right hand corner.
• Do not repeat the wording of the question in your assessment. Simply place appropriate headings and then start your answer.
• Make sure you present a professional looking portfolio. Use a document folder to collate all your documents together. Ensure quality print.
• Print and include any documents you use externally and reference any other information for your assessor.
• Save a back-up copy of your assessment on a portable storage medium, in case your computer fails or is stolen, and/or keep a printed copy.
• When submitting your assessment, please submit it as one document – don’t submit the title page, the references and the body separately. If you do this, your assessment will be returned to you for re-formatting.
• You must abide with the rules outlined in the following section “Portfolio Requirements” when submitting your portfolio to your Trainer/Assessor.
• Remember! Your Trainer/Assessor is your best source of help. If you have any special needs, make sure you check with your Trainer/Assessor in advance of undertaking this assessment.

Portfolio Requirements
Proofreading • Ensure the following in your final submission
­ Appropriate tone, language and grammar
­ Coherent structure and Visual consistency
­ Free of spelling and punctuation errors
Headings and Subheadings • Use ‘Styles’ to ensure consistency (Home ? Styles ? Headings)
• Use the titles in your assessment tool’ e.g.: Assessment Activity 1
Citation and Reference List Using Harvard Style Guide, provide in-text citation and Bibliography for each external source you use in your report.
Capitalisation • Use initial capitals for positions, personal names, place names, nationalities, and groups of people
E.g.; Chief Executive Officer – Bill Gates – Sydney – Australia – Australian
• Write company/brand names as they are commercially used
E.g.; Microsoft - iPhone
Cover Page • Attach your portfolio with a cover page including:
­ Course Code & Title
­ Unit of Competency Code & Title
­ Date of submissions
­ Your Student ID and Full Name
­ The details of your Trainer/Assessor
­ Version number
Portfolio
Structure • Follow a logical and sequential structure in your portfolio preventing ambiguity for your Trainer/Assessor.
Wording • Do not write the question in your assessment. Simply place appropriate headings and then your answer.
• Word count for written tasks is given within each task. Your word count does not include assessment cover page, table of contents, bibliography, table/figure captions, and appendix (if any).
Lists • Use bullet-lists to list items or summarise content
• Ensure consistent indenting and format
• Use correct punctuation; nothing after each list, only full stop at the end of the last item
• Use two-level spacing for nested lists
­ Example 1
­ Example 2
Font Ensure readability and legibility in text by using an easy-to-read font colour, type and size.E.g.: black, Calibri (Body), 11pt
Footer Insert unit code, date and your full name.
Spacing Use 1.15 as line spacing.
Printing Use Moderate margins for printing (Page Layout ? Margins ? Moderate).
Print Black/White unless stated otherwise by your Trainer/Assessor.
Plagiarism Always abide with the principles of academic honesty, as we always check assessments for plagiarism. Provide in-text citation and Bibliography using Harvard Style referencing.
Assessment activity One – Knowledge Based Questions
You need to answer following questions to get satisfactory grades for this assessment activity. Make sure to answer all task in all assessments activities to get overall competent results.
Task 1.1
What is marketing mix? Explain with examples. (100 words maximum)
Task 1.2
Describe Market Segmentation (50 words). Explain four basic market segmentation-strategies.
Task 1.3
Discuss different standard statistical terms or terms used by media to discuss the consumer characteristics. Also briefly discuss different data collection methods and agencies. (3.2)
Task 1.4
Discuss key provisions of relevant legislation, codes of practice, and national standards that may affect business operations.
Assessment Activity Two- case study
Suppose you work as a team member in marketing department of Mercedes Bens. Marketing manage (Your trainer) has asked you to prepare a report about profiling the segment market. You will answer few task in this assessment activity and will put the information in a report format for next assessment activity. You will be provided with Mercedes Bens Annual report and Marketing strategy in the class. Make sure to answer all tasks to get satisfactory grades for the assessment activity.
Read the below case study carefully and answer below tasks.
Mercedes-Benz is a German automotive company ranked 12th on 'best-global-brands 2011- same rank it got the previous year 2010, with current brand value of 27,445million dollars. This company is a multinational division of the German manufacturer Daimler AG, and the brand is used for luxury automobiles, buses, coaches, and trucks. With it is headquarter in Stuttgart, Baden-Württemberg, Germany. The name first appeared in 1926 under Daimler-Benz but traces its origins to Daimler's 1901 Mercedes and to Karl Benz's 1886 Benz Patent Motorwagen, widely regarded as the first automobile.
Mercedes-Benz has been expanding its production and networks all over the globe reaching in to developing nations and entering into all levels of car Manufacturing. In the year 2010, the company laid out a plan for global expansion and renter into different market segments of the Automobile Car Manufacturing Industry. Apart from being a luxury Car manufacturer with premium type cars the company decided to expand different price range of cars from premium to Luxury.
You are required to Profile the market and complete the assessment tasks based on the provided annual report and marketing strategy.
• Sales and Marketing Strategies for Mercedes Benz Car Manufacturing Division from 2012 to 2020.
• Annual Report Mercedes Benz 2014.
Your trainer will email you both these reports along with actual assessments copy
Task 2.1
According to Mercedes annual report and marketing strategies, which criteria they are using for market segmentation? (1.1)
Task 2.2
Identify the sources from where Mercedes Benz will collect information, to make future Marketing plans and to identify Marketing segments. (1.2)
Task 2.3
Identify and profile the overall market in accordance with marketing plan for Mercedes-Benz Cars? Now, Segment the market in accordance with identified criteria? (1.3)
Task 2.4
Look at the marketing plan and annual report of Mercedes- Benz; prioritise the market segments of the business. You may use following table and following criteria to prioritise. (1.4)
Criteria:
• Segment size
• Potential opportunities
• Different need
• Easy or difficult to identify
• Use of media
Market segments Priority list What are the benefits
Task 2.5
In last task you have prioritised market segments, select the best market segments according to marketing objectives of the business. If you think a new market segment is required according to market plan, add that segment.(1.5)
Task 2.6
A business such a Mercedes- Bens may use many approaches to look at total market for a product and service, such as:
• describing total market in dollar or unit terms as gross sales of all other products or services similar to those offered by the organisation
• describing total market in prospect terms as those most similar to current customers
• identifying consumers with relevant needs
• identifying current users of a product or service
• identifying people with related characteristics
After reading the annual report and marketing strategy of Mercedes Benz, discuss which approaches they used to determine the market share and whether those were successful or not ? (2.1)
Task 2.7
What is Mercedes Benz’s target market in terms of potential customers and different market segments? Also briefly describe different market segments for the company. (2.2, 2.3)
Task 2.8 (2.4)
Look at marketing strategy of Mercedes Bens and find out:
• Different strategic marketing options used
• Targeting strategies used
Task 2.9
Create Consumer profile for Mercedes Benz Cars for India and china market, keeping organisational requirements such as language, format, content and level of detail in mind. Use demographic and psychographic descriptions to describe Consumer profile for this segment. Make sure to keep marketing plan requirements in mind. (3.1, 3.3, 3.5)
Task 2.10
Discuss how Mercedes Benz Cars use customers Beliefs, feelings and behavioural intentions about the product or service to create positive attitude. (3.4)
Task 2.11
Discuss the positioning strategies used by Mercedes Benz Cars and explain one strategy, which meets marketing requirements and consumer profile. (4.1)
Task 2.12
Mercedes Benz is required to follow Australian Marketing Institute code of professional conduct while conducting different marketing activities in Australia. Explain few of code of professional conducts stipulated by the Australian Marketing Institute (AMI).
Assessment activity Three – Report writing and Feedback collection
Task 3.1
Prepare a Market Profile Report (market positioning strategy) to submit to Mercedes Benz Cars Marketing Manager (your trainer) with Market Segmentations and Target Markets (with time lines, from 2011 to 2020).Conduct a desk research based on the Marketing plan and Annual Reports. Minimum Word limit 1500. You may use your answer from last activity to fulfil the requirements of this assessment activity.
The report should contain at least the following
• Title page.
• Contents page.
• The Executive summary.
• Introduction of the Company (with introduction to Car Manufacturing Industry.)
• Market Segmentation of Mercedes Benz Cars or Product Profile.
• Customer Profile.
• Target Market Profile and Positioning strategies.
• Conclusions with recommendation or projections.
• References.
Use the style guide as asked in portfolio requirements that is organisational style guide, while preparing your report.
Make sure your report is clear and is according to the sequences to choose conduct market research.
Task 3.2
Create time lines for different marketing activities i.e. Market segmentation, identifying the target market, profiling the market and developing positioning strategy for Mercedes Benz Cars.
Components of marketing plan Time lines Responsible Person

Task 3.3
Now do a five minutes meeting with your trainer (Marketing manager) and discuss developed positioning strategy for Mercedes Bens. Discuss following points:
• Are the identified segments good?
• Does consumer profile fulfil organisation and marketing requirements?
• If any changes required?
• Any feedback on positioning strategy?
Your trainer will use following checklist to assess your communication skills:
Did the learners Yes/No Comments
Ask question about overall position strategy for Mercedes Bens?
Used simple plan English
Asked questions about Mercedes segments and their relevance for company
Asked questions by using suitable tone, language and syntax
Gathers information through active listening and questioning.
Assessor Marking and Feedback Form: Assessment Activities
Assessor Use Only
Assessment Task S NYS Comments
Assessment Activity 1 – knowledge based question answers
Task 1.1
Task 1.2
Task 1.3
Task 1.4
Assessment Activity 2 – Case study
Task 2.1
Task 2.2
Task 2.3
Task 2.4
Task 2.5
Task 2.6
Task 2.7
Task 2.8
Task 2.9
Task 2.10
Task 2.11
Task 2.12
Assessment Activity 3 – Report writing and feedback collection
Task 3.1
Task 3.2
Task 3.3

Knowledge Evidence
Identify relevant information relating to the Australian Marketing Institute Code of Professional Conduct
Outline requirements of legislation affecting marketing roles
Explain data collection and analysis techniques
Outline relevant industry knowledge including:
• components of marketing mix
• elements of marketing planning
Explain marketing communications concepts and processes
Identify organisational structures, roles, responsibilities, business and marketing plans
Demonstrate knowledge of relevant product and service standards and best practice models
Outline relevant statistical terms used by the Australian Bureau of Statistics.
Performance Evidence
Develop a market positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace.

Foundation skills
Reading
Writing
Numeracy
Navigate the world of work
Interact with others
Get the work done

Final Results: C/NYC
Final Comments:
Assessor Initials
Date: