BSBMKG501 Identify and Evaluate Marketing Opportunities Assessment 2022

Module 5
Term and Year Term 3 2019
Qualification : BSB50215 Diploma of Business
Unit Code: BSBMKG501
Unit Title: Identify and evaluate marketing opportunities
Assessment
Task 1: Case study & short questions
Task 2: Short questions
Student Name:
Student ID No:
Assessor’s Name: Andrey Loburets/ Michal Tomcik
Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the
Elite Education Vocation Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines
apply to these assessment tasks.
Student Name:
Student Signature: Date:
Assessment submission (new) requirements
Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.
Assessment deadlines penalty
It is expected that unless a simple extension, special consideration or disability services adjustment has been granted,
candidates will submit all assessments for a unit of study on the specified due date. If the assessment is completed or
submitted within the period of extension, no academic penalty will be applied to that piece of assessment.
If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late
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submission of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.
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.
Principles of Assessment
Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA) Standards for Registered Training
Organizations (RTO) 2015, the learner would be assessed based on the following principles:
Fairness - (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable
adjustments are applied by the RTO to take into account the individual leaner’s needs and, (3) the RTO informs
the leaner about the assessment process, and provides the learner with the opportunity to challenge the result
of the assessment and be reassessed if necessary.
Flexibility – assessment is flexible to the individual learner by; (1) reflecting the learner’s needs, (2) assessing competencies
held by the learner no matter how or where they have been acquired and, (3) the unit of competency and
associated assessment requirements, and the individual.
Validity – (1) requires that assessment against the unit/s of competency and the associated assessment requirements
covers the broad range of skills and knowledge, (2) assessment of knowledge and skills is integrated with their
practical application, (3) assessment to be based on evidence that demonstrates that a learner could
demonstrate these skills and knowledge in other similar situations and, (4) judgement of competence is based
on evidence of learner performance that is aligned to the unit/s of competency and associated assessment
requirements.
Reliability – evidence presented for assessment is consistently interpreted and assessment results are comparable
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irrespective of the assessor conducting the assessment
Rules of Evidence
Validity – the assessor is assured that the learner has the skills, knowledge and attributes, as described in the module
of unit of competency and associated assessment requirements.
Sufficiency – the assessor is assured that the quality, quantity and relevance of the assessment evidence enables a
judgement to be made of a learner’s competency.
Authenticity – the assessor is assured that the evidence presented for assessment is the learner’s own work. This would
mean that any form of plagiarism or copying of other’s work may not be permitted and would be deemed
strictly as a ‘Not Yet Competent’ grading.
Currency – the assessor is assured that the assessment evidence demonstrates current competency. This requires the
assessment evidence to be from the present or the very recent past.
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 via the student learning management system to your trainer along with the
completed 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.
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 Please refer to the College re-assessment and re-enrolment policy for more information.
Procedures and Specifications of the Assessment
Task 1
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 BBQfun simulated business and requires you to identify and evaluate marketing
opportunities for your chosen organization or utilizing the BBQfun case study. Identify two marketing opportunities for the
organisation on your chosen organisation’s market and business needs in terms of:
 comparative market information
 competitors’ performance
 customer requirements
 legal and ethical requirements
 market share
 market trends and developments
 new and emerging markets
 profitability
 sales figures
Task 2
To complete the unit requirements safely and effectively, the individual must:
 Identify and document changes needed to current operations to take advantage of viable marketing opportunities
 Estimate resource requirements for changed operations
 Determine and communicate viability of making changes to current operations to key stakeholders
 Document newly identified marketing opportunities and required changes
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Task 1
 Identify two marketing opportunities for the BBQfun’s market and business needs in terms of:
Characteristics Overview What does it mean for BBQfun?
 Queensland
overview
o High population growth of 5% per
year
o New homes and renovated homes
growing from a base of 50,000 per
year
o Low unemployment of 4.7%.
1. BBQ fun should introduce new
products. Population increase would
mean new customers with diverse
tastes and preferences which the
existing retailers may not have met
successfully. BBQ Fun should
conduct the market research to gain
information about the newly emerging
demands of customers. The company
can then market products in alignment
with the changing customer demands,
thus ensuing higher levels of customer
satisfaction and revenue generation.
2. The retail chain should offer
discounts in order to attract more
customers.
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Geographic
o Our immediate geographic target is
the area of Brisbane with a
population of 2,000,000
o A 30 km geographic area is the
average store market footprint
o The total targeted population is
estimated at 450,000.
1. Introduce new products
2. Introduce new variants of existing
products.
Demographic
o Male and female
o Ages 20–50
o High percentage of young
professionals who work in the
central business district
o High percentage have completed
undergraduate/postgraduate study
o An average household income of
over $70,000.
1. Introduce premium lifestyle
products.
2. Extensively use ecommerce portals
and its own retail network to market
its products.
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b. competitors ‘performance
The Yard
o Has a limited selection but
significant depth.
o All Australian made and no
significant marketing or promotion.
o The price point is high, but the
quality of products is quite good.
o Not in south east Queensland and
considering e-commerce options.
o Considered potential treat for
entering market through e-
commerce because of large
distribution network
1. BBQ fun should introduce new
products. Population increase would
mean new customers with diverse
tastes and preferences which the
existing retailers may not have met
successfully. BBQ Fun should
conduct the market research to gain
information about the newly emerging
demands of customers. The company
can then market products in alignment
with the changing customer demands,
thus ensuing higher levels of customer
satisfaction and revenue generation.
2. The retail chain should offer
discounts in order to attract more
customers.
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