Adjusting the Marketing Mix: Amul Company's Marketing Objectives and Strategies

This assignment assesses the candidate's knowledge and skills in defining marketing objectives and strategies for the Amul Company, as well as their understanding of key concepts such as consumer behavior, market mix elements, and statistical techniques. The candidate must demonstrate literacy skills to identify market information, write in a range of styles for different audiences, and interpret requirements. They must also show numeracy skills to interpret testing results and manage marketing budgets, as well as knowledge of relevant legislation, codes of practice, and national standards that may affect business operations.

BSBMKG502 Establish and adjust the marketing mix
ASSESSMENT SUMMARY / COVER 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:
Unit Code: BSBMKG502
Unit Title: Establish and adjust the marketing mix
Please attach the following documentation to this form Result
Assessment 1 Project report S / NYS / DNS
Assessment 2 Written questions and answers 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 declare that this work has been completed by
me honestly and with integrity and that 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.
Name: ____________________________________________
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.
Name: _________________________________
Signature: ______________________________
Date: ____/_____/_____
Administrative use only
Entered onto Student Management Database  ________________
Date Initials
BSBMKG502 Assessment
Version 1.1 Page 1 of 14

BSBMKG502 Establish and adjust the marketing mix
BSBMKG502 Assessment
Version 1.1 Page 2 of 14

BSBMKG502 Establish and adjust the marketing mix
ASSESSMENT 1 COVER SHEET
Details of Assessment
Term and Year Term 2 2016 Time allowed
Assessment No 1 Assessment Weighting
Assessment Type Project report
Due Date Class Room
Student Name:
Student ID No:
Date:
Qualification : BSB50215 Diploma of Business
Unit Code: BSBMKG502
Unit Title:
Assessor’s Name
Assessment Outcome
Results Satisfactory Not Satisfactory Marks
Student Feedback:
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
Student Declaration: I declare that this work has been completed
by me honestly and with integrity and that 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.
Name:
____________________________________________
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.
Name: _________________________________
Signature: ______________________________
Date: ____/_____/_____
Student did not attend the feedback session.
.
Assessment/evidence gathering conditions
BSBMKG502 Assessment
Version 1.1 Page 3 of 14

BSBMKG502 Establish and adjust the marketing mix
Each assessment component is recorded as either Satisfactory (S) or Not Satisfactory (NS). A student can only achieve
competence when all assessment components listed under Purpose of the assessment section are Satisfactory. Your trainer will
give you feedback after the completion of each assessment. A student who is assessed as NS (Not Satisfactory) is eligible for re-
assessment.
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.
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.
Administrative use only
Entered onto Student Management Database  ________________
Date Initials
BSBMKG502 Assessment
Version 1.1 Page 4 of 14

BSBMKG502 Establish and adjust the marketing mix
PART 1: PROJECT
Submission details
Students Name
Student ID
Group
Assessor’s Name
Assessment Date/s
This Assessment Task is due on the date specified by your assessor. Any variations to this
arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See specifications below for details.
Performance objective
The candidate must demonstrate the ability, knowledge and skills to evaluate each component of the
marketing mix and determine a suitable marketing mix for a specific product/surface and its target
market as well as monitor and adjust the marketing mix.
Assessment description
The candidate is to write a report on the Amul Company. The report should address the key
characteristics of the product and estimate their significance to the market, the promotion methods and
each component of the marketing mix. Assess the marketing mix that Amul has selected for its specific
market and evaluate their combined contribution to the organisation’s marketing objectives and
strategies.
BSBMKG502 Assessment
Version 1.1 Page 5 of 14

BSBMKG502 Establish and adjust the marketing mix
Procedure
1. Research the Amul company at:
www.amul.com (Note: You will have to do more research apart from going on this link)
2. Write down brief company’s introduction along with its marketing objectives and strategies.
3. Identify the key characteristics of their products and services and their significance to the
market.
4. Review pricing policy and analyse pricing variables to determine their effect on demand.
5. Analyse the impact and importance of the following elements to market outcomes.
a. the promotional methods
b. the channels of distribution
c. customer base
d. the level of customer service provided.
6. Establish the components of the marketing mix. Include information on how each element of
the marketing mix has been used, their significance to each other and their relevance to the
customer base.
7. Identify external environmental factors and assess their potential impact on the marketing
mix.
8. Identify consumer priorities, needs and preferences and the way they impact the marketing
mix.
9. Consider product, pricing, promotional activities, distribution channels and service variations.
If additional products or services or new products will be offered, evaluate these against
marketing objectives, target market characteristics and desired positioning
10. Assess the marketing mix in relation to the organisational, strategic and operational
marketing objectives. Select the most appropriate mix and explain your decision.
11. Monitor the performance of the organisation’s products and or services in order to determine
which components should be tested.
12. Evaluate the implications of altering one or more components of the marketing mix in
response to market factors and consumer response.
13. Adjust components of the marketing mix in response to test results, ensuring that the final
mix meets:
a. budget requirements
b. organisational strategic objectives
c. operational marketing objectives
d. desired market positioning.
14. Write a report covering all the above points.
15. Refer to the Appendix 1 provided for key terms.
BSBMKG502 Assessment
Version 1.1 Page 6 of 14

BSBMKG502 Establish and adjust the marketing mix
Specifications
You must provide:
 Your report must be of minimum 3000 words to address all the above points.
Your assessor will be looking for a report that:
o addresses each point of the procedure described above
o identifies, defines and examines the product’s key characteristics
o examines promotion methods and marketing mix components
o evaluates the marketing mix
o demonstrates the monitoring and adjusting of the marketing mix
o defines the Amul Company’s marketing objectives and strategies
o is delivered to the timeframe set by the facilitator.
You assessor will also be looking for:
 the literacy skills needed to identify market information, to write in a range of styles for different
audiences and to interpret requirements
 the numeracy skills needed to interpret testing results and to manage marketing budgets
 knowledge of:
o key provisions of relevant legislation, codes of practice and national standards that
may affect aspects business operations.
 organisational policies, procedures, products and services
 principles and concepts of marketing such as consumer or buyer behaviour and elements of
marketing mix
 statistical techniques.
Candidate: I declare that the work in all parts of this assessment has
been completed by me honestly and with integrity and that 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.
Signature: ___________________
Date: ____/_____/_____
BSBMKG502 Assessment
Version 1.1 Page 7 of 14

BSBMKG502 Establish and adjust the marketing mix
ASSESSOR’S CHECKLIST (for assessor’s use only)
Did the candidate: Satisfactory
Yes No
Submit the analysis within the agreed timeframe?
Submit a report on the case study?
Demonstrate the literacy skills needed to analyse market information, write
in a range of styles for different audiences and interpret requirements?
Demonstrate the numeracy skills needed to interpret test results and
marketing budgets?
Demonstrate knowledge of key provisions of relevant legislation, codes of
practice and national standards that may affect aspects business
operations. For example, anti-discrimination law, equal opportunity law,
ethical principles, marketing codes of practice and conduct, privacy laws
and the Trade Practices Act?
Demonstrate knowledge of organisational policies, procedures, products
and services?
Demonstrate knowledge of the principles and concepts of marketing such
as consumer or buyer behaviour and elements of marketing mix?
Demonstrate knowledge of statistical techniques?
Written company’s introduction along with its marketing objectives and
strategies
Identified the key characteristics of Amul’s products and services and their
significance in the market?
Reviewed pricing policy and analyse pricing variables to determine their
effect on demand?
BSBMKG502 Assessment
Version 1.1 Page 8 of 14

BSBMKG502 Establish and adjust the marketing mix
Did the candidate: Satisfactory
Yes No
Analysed the impact and importance of the following elements to market
outcomes.
e. the promotional methods
f. the channels of distribution
g. customer base
h. the level of customer service provided.
Established the components of the marketing mix. Include information on
how each element of the marketing mix has been used, their significance to
each other and their relevance to the customer base.
Identified external environmental factors and assess their potential impact on
the marketing mix.
Identified consumer priorities, needs and preferences and the way they
impact the marketing mix.
Consider product, pricing, promotional activities, distribution channels and
service variations. If additional products or services or new products will be
offered, evaluate these against marketing objectives, target market
characteristics and desired positioning
Assessed the marketing mix in relation to the organisational, strategic and
operational marketing objectives. Select the most appropriate mix and
explain your decision.
Monitored the performance of the organisation’s products and or services in
order determine which components should be tested.
Evaluated the implications of altering one or more components of the
marketing mix in response to market factors and consumer response
BSBMKG502 Assessment
Version 1.1 Page 9 of 14

BSBMKG502 Establish and adjust the marketing mix
Did the candidate: Satisfactory
Yes No
Adjusted components of the marketing mix in response to test results,
ensuring that the final mix meets:
e. budget requirements
f. organisational strategic objectives
g. operational marketing objectives
h. desired market positioning.
Written report covering all the above points
Comments
Result: Satisfactory / Not Yet Satisfactory
Assessor: I declare that I have conducted a fair, valid, reliable and
flexible assessment with this student, and I have provided appropriate
feedback.
Signature: ____________________
Date: ____/_____/_____
PART 2: WRITTEN QUESTIONS AND ANSWERS
Q.1 Please define the following terms and how it may effect business operations:
A) ANTI-DISCRIMINATION LEGISLATION:
BSBMKG502 Assessment
Version 1.1 Page 10 of 14

BSBMKG502 Establish and adjust the marketing mix
B) EQUAL OPPORTUNITY, EQUITY & DIVERSITY
C) ETHICAL PRINCIPLES
D) AUSTRALIAN DIRECT MARKETING ASSOCIATION (ADMA)
E) FREE TV AUSTRALIA
BSBMKG502 Assessment
Version 1.1 Page 11 of 14

BSBMKG502 Establish and adjust the marketing mix
F) PRIVACY LAWS
G) TRADE PRACTICES ACT
Q.2 What do you mean by “organisational policies and procedures”?
Q.3 What is consumer/buyer behaviour?
Q.4 Briefly define the 4 elements of marketing mix.
BSBMKG502 Assessment
Version 1.1 Page 12 of 14

BSBMKG502 Establish and adjust the marketing mix
Q.5 What are statistical techniques? Write down any three of them.
Comments
BSBMKG502 Assessment
Version 1.1 Page 13 of 14

BSBMKG502 Establish and adjust the marketing mix
Result: Satisfactory / Not Yet Satisfactory
Assessor: I declare that I have conducted a fair, valid, reliable and
flexible assessment with this student, and I have provided appropriate
feedback.
Signature: ____________________
Date: ____/_____/_____
BSBMKG502 Assessment
Version 1.1 Page 14 of 14