Marketing Opportunities and Operational Changes

This assignment focuses on evaluating potential marketing opportunities and the operational changes required to capitalize on them. Students will identify opportunities, analyze their viability based on factors like costs, benefits, risks, and ROI. They'll then propose operational adjustments to leverage these opportunities while maintaining service quality for existing customers. The process involves assessing resource requirements, communicating findings to stakeholders, and documenting both the opportunities and necessary changes.

Assessment Cover Sheet
Assessment Week Three Details
Term and Year Term 4 2017
Assessment Type
Due Date Class Room
Student Name:
Student ID No:
Date:
Qualification : BSB50215 Diploma of Business
Unit Code: BSBMKG501
Unit Title: Identify and evaluate marketing opportunities
Assessor’s Name
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.
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.
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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 tat a leaner 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
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.
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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.
• 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 BBQfun simulated business and requires you to identify and evaluate marketing
opportunities for your chosen organization or utilizing the BBQfun case study.
• 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.
• 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- cost diversification of the products reaching
out to different customer niche
b. Ensure continued quality of service- opening more retail stores within the specified
geographical location to provide constant service to the customer base.
• Estimate and justify resource requirements and costs for changed operations with considerations on the following
areas:
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a. Additional staff- in order to recruit additional number of employees marketing and
promotional channels such as newspapers and job sites are utilized for head
hunting and recruitment.
b. distribution costs- the company follows a direct marketing strategy for reducing the
additional costs to be vested in parallel distribution channels
c. equipment- implementation of e-commerce tools for increasing sales value
d. promotional costs- for affective promotions a number of channels could be used such
as social networking sites; marketing survey and analysis through Google forms
e. Staff training- the staffs had been trained both in on-field and off-field sales and
promotions in order to increase the market revenue and shares
• Provide an assessment brief on the viability of each opportunity by:
• 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:
a. Based on Part A, create a PowerPoint presentation on the chosen organization’s evaluation on its marketing
opportunities.
b. 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.
c. 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
d. Support your choice of marketing opportunities with reference to market information such as market trends
and sales figures. Include relevant statistics.
•Use appropriate language and level of formality to satisfy needs of your audience. For example:
a. professional but semi-formal language
b. technical vocabulary; potential need to define more obscure marketing terms or statistical methodologies
c. assume no knowledge of specific organisational policies or marketing strategies
d. be prepared to answer questions
e. provide for response and feedback.
•Deliver your presentation as per specifications mentioned above.
•Your presentation will be assessed by (using a presentation assessment rubric which would cover nonverbal, verbal
skills, timing and content) your trainer.
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Assessment Week 3
1. Based on Assessment Week 1, research potential new markets for BBQfun in relation to:
Demonstration/ observation checklist
Candidate’s name
Assessor’s name
Work activity Date
a
.
p
o
t
e
n
t
i
a
l
n
e
w
m
a
r
k
e
t
s
Market
development
strategy - new
geographic
opportunities
Viability evaluation
Costs (limitations) Potential benefits Plausible risks Profitability opportunities
Geographica
l
segmentatio
n
Meeting the
service demands
of individual
customer
segment results
in additional
workload over
the production
team which
results in
overworked staff
and
organizational
disputes
This results in the
development of
more job
opportunities within
the company as well
as attracting diverse
customer bases
Getting into
segments
already saturate
would result in
higher cost for
the company
and less profit
margins
(Alizadeh,
2015)
The diversification of the customer base he
promotion of the brand image of the comp
Strong
economy of
Brisbane
the taste of the
purchases may
vary with the
economic
stability of the
particular class
Economy stability
helps in coping up
with the red ocean
strategic challenges
and establish market
expansion
The relatively
stable economy
of the
Brisbane
residents may
address the
company to
challenges such
as constant
product
innovation
with enhanced
A strong economy can promote the maxim
growth of the target company that is BBQF
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features
Location
specific
advantages
The Brisbane
city being
located to the
harbor can be
used as a
potential import
export channels
for BBQFun.
However, the
import of labor
from adjacent
cities often
results in
additional costs
for the company
Location near to the
port can be
potentially beneficial
for the company in
importing raw
materials for the end
products
Due to the
saturation of
similar raw
materials
within the
specific
geographical
region
attributed to
easy access to
port for
transport;
additional costs
may be
incurred by the
company.
The location near to the port may provide t
company with s sufficient opportunities to
expand their business across different cities
countries (Kubacki and Rundle-Thiele, 201
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a
.
p
o
t
e
n
t
i
a
l
n
e
w
m
a
r
k
e
t
s
(
c
o
n
t
.
)
Identification of changes required
List what are the required marketing initiatives that
BBQfun need to plan in order to explore potential market/
geographic?
Resources required (tick boxes)
Additional
personnel
Training,
skills &
knowledge
Office space
& facilities
Equipment
&supplies Computer Budget
 Additional promotional campaigns
through social media and some of the
other modes such as television and print
media
 Conduct online survey and analysis by
posting links to google forms
 Recruitment of additional personnel
through sufficient training
 Budget allocation for availing
sufficient office space and facilities
√◻ √◻ √◻ √◻ ◻ √◻
b
.
p
o
t
e
n
t
i
a
l
n
e
w
Market Penetration
Strategy - customers
within the market not
tapped
Viability evaluation
Costs (limitations) Potential benefits Plausible risks Profitability opportu
Price adjustment
through competitor
analysis
In the age of cut-throat
competition a
company has to
constantly evolve its
products ; which leads
to increase or decrease
in prices putting
pressure upon the
limited budget
The setting up of cost –
effective products helps
in reaching out to a vast
customer base
(Lovelock and
Patterson, 2015)
Constant threat from
other similar players in
the industry
Helps in expansio
of the business al
with preparing fo
future dynamic m
changes and threa
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c
u
st
o
m
er
se
g
m
e
nt
s
allocation
Augmented
promotion through
multiple channels
Vague advertisement
strategies may result
in confusing the target
customer segment
(Zutshi et al. 2016)
Augmented promotion
helps in specifying the
wide range of products
offered by the company
which provides the
organization with a
competitive advantage.
The superfluous
advertisements with
sufficient research may
hurt the cultural
sentiments of the target
customer base.
The promo
strategies hel
attracting wide ra
customers
Improving the
product standards
Growth of similar
products and constant
market competition
The aspect of quality
enhancement helps in
building a positive
brand image of the
company and helps in
gaining loyal customers
for the company
For product
improvisation different
raw materials would
need to be used which
may results in
exorbitant shift within
the pricing index of the
company
Helps the organi
in gaining compe
advantage over o
firms
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b
.
p
o
t
e
n
t
i
a
l
n
e
w
c
u
s
t
o
m
e
r
s
e
g
m
e
n
t
s
(
c
o
n
t
.
)
Identification of changes required
List what are the required
marketing initiatives that
BBQfun need to plan in order
to explore potential new
customer segment?
Resources required (tick boxes)
Jus
Additional personnel Training, skills &
knowledge
Office space
& facilities
Equipment &
supplies Computer Budget
 Price
differentiation
 Augmented
promotion
 Quality
enhancement
◻ √◻ √◻ √◻ √◻ √◻
Prepared by
Student’s Name
Student’s Signature Date:
Approved by
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Trainer’s Name
Trainer’s Signature Date:
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2. Prepare a 15–20-minute presentation for marketing peers explaining and supporting the two marketing
opportunities you have identified in Assessment Week 1 and Week 3 (please paste each slide to the cells below).
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Criterion
Presentation and Training Demonstration Marking Rubric (for trainer to fill-up during student presentation)
4 3 2 1
Visual Appeal
There are no errors in spelling, grammar and
punctuation. Information is clear and concise
on each slide.
Visually appealing/engaging.
There are some errors in spelling, grammar and
punctuation. Too much information on two or
more slides.
Significant visual appeal.
There are many errors in spelling, grammar and
punctuation. Too much information was
contained on many slides.
Minimal effort made to make slides appealing or
too much going on.
There are many errors in spe
punctuation. The slides were
too much information had bee
No visual app
Comprehension
Extensive knowledge of topic.
Members showed complete understanding of
assignment. Accurately answered all
questions posed.
Most showed a good understanding of topic.
All members able to answer most of audience
questions.
Few members showed good understanding of
some parts of topic.
Only some members accurately answered
questions.
Presenters didn’t unde
Majority of questions answ
member or majority of info
Presentation
Skills
Regular/constant eye contact, The audience
was engaged, and presenters held the
audience’s attention.
Appropriate speaking volume & body
language.
Most members spoke to majority of audience;
steady eye contact. The audience was engaged
by the presentation.
Majority of presenters spoke at a suitable
volume.
Some fidgeting by member(s).
Members focused on only part of audience.
Sporadic eye contact by more than one
presenter.
The audience was distracted.
Speakers could be heard by only half of the
audience. Body language was distracting.
Minimal eye contact by more
focusing on small part of aud
was not enga
Majority of presenters spoke
making it difficult to u
Inappropriate/disinterested
Content
The presentation was a concise summary of
the topic with all questions answered.
Comprehensive and complete coverage of
information.
The presentation was a good summary of the
topic.
Most important information covered; little
irrelevant info.
The presentation was informative but several
elements went unanswered.
Much of the information irrelevant; coverage of
some of major points.
The presentation was a brief
many questions were le
Majority of information irrele
points left o
Comments
Total
Trainer’s signature:
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Assessment Feedback Week Three
Student’s name:
Trainer/ Assessor’s name: Date:
Unit name: BSBMKG501 Identify and evaluate marketing opportunities
Assessment Submission Checklist to be completed by the Trainer/Assessor
Did the student complete and provide evidence for the following: Yes No
1. Provide a discussion related to the case study on the short questions? ⬜ ⬜
2. Delivered a PowerPoint presentation based on the case study? ⬜ ⬜
3. Submit within agreed timeframe? ⬜ ⬜
Has the learner proven they can: Yes No
1.1. Analyse information on market and business needs to identify marketing opportunities ⬜ ⬜
1.2. Research potential new markets and assess opportunities to enter, shape or influence the market in
terms of likely contribution to the business ⬜ ⬜
1.3. Explore entrepreneurial, innovative approaches and creative ideas for their potential business
application, and develop into potential marketing opportunities ⬜ ⬜
2.1. Identify and analyse opportunities in terms of their likely fit with organisational goals and capabilities ⬜ ⬜
2.2. Evaluate each opportunity to determine its impact on current business and customer base ⬜ ⬜
2.3. Use an assessment of external factors, costs, benefits, risks and opportunities to determine the
financial viability of each marketing opportunity ⬜ ⬜
2.4. Determine probable return on investment and potential competitors ⬜ ⬜
2.5. Describe and rank marketing opportunities in terms of their viability and likely contribution to the
business ⬜ ⬜
3.1. Identify and document changes needed to current operations to take advantage of viable marketing
opportunities ⬜ ⬜
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3.2. Ensure organisational changes to service an increased or different customer base include provision
for continued quality of service to existing customers ⬜ ⬜
3.3. Estimate resource requirements for changed operations ⬜ ⬜
3.4. Determine and communicate viability of making changes to current operations to key stakeholders ⬜ ⬜
3.5. Document newly identified marketing opportunities and required changes ⬜ ⬜
FEEDBACK TO STUDENT:
Assessment outcome ⬜ Satisfactory ⬜ Not Yet Satisfactory ⬜ Re-assessment
required
Student
Signature
The result of my performance in this unit has been discussed and explained to me.
____________________________ Date: ______________
Student signature
Trainer/
Assessor’s
Signature
Trainer/ Assessor’s declaration:
I hereby certify that the above student has been assessed by myself and all assessments are carried out as required by the
Principles of Assessments (Clause 1.8 of the Standards for RTO 2015).
____________________________ Date: ______________
Assessor signature
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References
Alizadeh, T., (2015). A policy analysis of digital strategies: Brisbane vs.
Vancouver. International Journal of Knowledge-Based Development, 6(2), pp.85-103.
Kubacki, K. and Rundle-Thiele, S. eds., (2016). Formative Research in Social Marketing:
Innovative Methods to Gain Consumer Insights. Berlin: Springer, p.125.
Lovelock, C. and Patterson, P.,( 2015). Services marketing. Pearson Australia, p.25.
Zutshi, A., Zutshi, A., Creed, A., Creed, A., Holmes, M., Holmes, M., Brain, J. and Brain, J.,
(2016). Reflections of environmental management implementation in furniture. International
Journal of Retail & Distribution Management, 44(8), pp.840-859.
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