BSBPMG637 Engage in collaborative alliances

BSBPMG637 Engage in collaborative alliances
Task 2 – Written Report
Task summary
This assessment is to be completed using the case study provided.
Required
 Access to textbooks/other learning materials
 Access to Canvas
 Computer with Microsoft Office and internet access
Timing
 Your assessor will advise you of the due date of this assessment via Canvas.
Submit
 This completed workbook.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily
address all the assessment criteria. If part of this task is not satisfactorily completed, you will be asked
to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on your performance by the Assessor. The feedback will indicate if you
have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you
written feedback along with guidance on what you must undertake to demonstrate satisfactory
performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt
with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand
any part of this task or if you have any learning issues or needs that may hinder you when attempting
any part of the assessment.
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Task 2 –Written Report
You are currently the project manager and you would like to develop a partnership or alliance with an
existing company or business to increase your own customer base. This can be done through a number
or ways from marketing, sharing adverting costs, sharing the costs of a project or event. You may
choose from one of the following choices:
1. Construction Company
2. Social Media Company
3. Fashion Label
4. Restaurant / Café
5. BYO
Brendan and Margaret Elliott have entered into negotiations to purchase a café business, called Café
Paradiso, because of its great location in the Mountain Glen Shopping Centre with the highest number
of passing shoppers which is supported by a large and growing local population. There are a limited
number of cafés within the centre and with both Brendan’s and Margaret’s experience with having
successfully operated and owned a number of cafes in Australia and overseas they will be able to
increase their market share from 35% to 40% in 12 months.
The competitive advantages of the business are:
Location
Quality of food and service
Knowledge and experience of the industry
Available financial resources
Product/Service Offering
The main activity of the company is the operation of the Café Paradiso. Business activities include
purchasing, storing, preparing, selling and serving our products to our valued customers. We expect to
serve over 6,000 customers (‘dine in’ and ‘take away’) per month.
The Café is open from 8:00am to 5:00pm Monday to Saturday and from 8:00am until midday on
Sunday. The café comfortably seats 36 persons.
The mission of the business is to satisfy customers’ needs and wants for high quality coffee, delicious
nutritious meals and excellent service. Our main point of differentiation from other cafes and coffee
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shops in the Centre is that one of the business owners is an internationally trained chef who will be
able to produce fresh, light and healthy meals each day as well as develop new menu items to meet
the changing needs and tastes of people who care about what they eat. The high quality coffee will
target staff and shoppers in the Shopping Centre who enjoy good coffee that simply offers good value
for money at highly competitive prices.
Once you have selected an area to focus in, you are to research one of the above categories, and then
develop a Collaboration Agreement in Part C to submit to the intended company. The partnership or
alliance can include one of the following categories:
a. Marketing
b. Advertising
c. Rewards Programs
d. Events
e. Sponsorship
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing Plan
The objectives of the company are to:
Maintain market share through the change of ownership then grow market share to 40%, and
Generate a before tax net margin of 20%.
The business will achieve these objectives by:
Retaining two key staff members of Café Paradiso to maintain continuity of customer relationships
during the changeover
Upgrading signage to be more visually appealing
Maintaining the existing price levels and controlling costs
Undertaking more aggressive marketing and promotion.
Management Team
Brendan and Margaret Elliott, owners of Seaview Pty Ltd are both experienced Café owners/managers
having successfully operated a number of cafes in Australia and overseas. Brendan is a qualified chef
and has previously worked for the Hilton and the Sofitel groups before owning his own café. Margaret
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has a degree in Business Management (Hospitality) and she too has worked for the Hilton group of
companies and for the Rydges group.
Brendan and Margaret will work full-time in the business, retain two key staff from the previous owner
to maintain the continuity of relationships with customers during the transition, and will employ an
additional four staff. Two of those staff will work on a part-time basis.
Financial Plan
Our projected performance is summarized below:
Turnover: Year 1 $536,650 Year 2 $580,000
Gross margin $378,690 (71%)
Net profit (before tax) of $109,869 in the first year, growing to $131,175 in the second year of
operation.
The business is cash flow positive from the first month of operation
Break-Even is estimated at a monthly sales level of $30,869
Return on Total Assets: 37.3%
Return on Equity: 51.2%
The purchase price of the business is $170,000. Total start-up cost has been calculated at $209,810 and
is to be funded by way of a $104,905 bank loan and equity injection of $104,905 from Brendan and
Margaret. It is proposed that the loan be paid back over a two year period from cash flow.
2.0 Business Opportunity
Business Opportunity
Purchase of an established cafe within the Mountain Glen Shopping Centre that is part of a large, well
developed master planned community which is still growing, incorporating a regional shopping centre,
residential, retail and commercial development.
The business is ideally located for a Café, being situated on the main mall with a high passing trade due
to its close proximity to two national supermarket chains and a number of well-known retail fashion
clothing chains. There are a limited number of cafes within the centre and Café Paradiso has the best
location, with the highest number of passing shoppers.
Café Parisdo’s primary customers are shoppers and staff within the Shopping Centre who take a break
from their shopping or work and enjoy fine coffee or other beverages as well as for people wanting a
light, quick and healthy meal that provide a good alternative to the fast food options. The success of
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the business is based on its excellent location, quality of management and staff, great ‘value for
money’ coffee and meals and superior service.
Vision and Mission
Vision - The Company’s vision is ‘to be the Café of preference for Mountain Glen Shopping Centre
customers’.
Mission - The mission of the business is to satisfy customers’ needs and wants for high quality coffee,
delicious nutritious meals and excellent service.
Goals and Objectives
Goal one: maintain continuity of customer relationships during the changeover by:
Retaining two key staff members of Café Paradiso
Maintaining the existing price levels
Goal two: maintain market share and sales through the change of ownership then grow market share
to 40% in 18 months. The strategies to achieve this goal are:
Increase the number of customers
Increase the average sales size
Increase repeat trade from customers
Undertaking more aggressive marketing and promotion
Goal three: generate a before tax net margin of 20% for the next two financial years by:
Eliminating high cost purchases
Improving cost control
Improving stock control
Part A - Identify opportunities for collaboration and develop collaborative alliances
Create a Partnership and alliance registry for 10 separate businesses that connect to your business
case study. In creating the registry make sure to:
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1. Identify and evaluate opportunities for collaborative alliances according to organisational and
program objectives
2. Identify and evaluate potential collaborators according to organisational policies
3. Initiate and develop relationships with potential collaborators according to organisational
policies and procedures
Please follow the template:
Partnership Register
Numb
er
Name Type of
Business
Products /
Services
Current
Marketing
Current
Advertising
Benefits Negatives
1 Megapho
ne
Marketin
g
Printing
Business
online
advertising
Google
Ads, lead
generation
, and email
marketing
integrated
communicati
ons
free
strategy
session
Unlimited
Access
2 Digital
Eagles
Marketin
g Agency
IT support Online
appointme
nts
Helped
hundreds
of small,
medium
and large
businesses
achieve
goals
Client
experience
and flexibility.
Protected
& Safe
Search
Millions of
Worldwide
Users
Lack
Industry
Knowledg
e
3 The Go-
To Guy
Online
retailers
social
media
manageme
nt services
Post
manageme
nt
Social
profiling
minimum
project size
of $1,000+
Lowers
the
expansio
n
4 Bared
Footwear
Local retail
outlets
men’s and
women’s
footwear
aims to
share a
love
Luxurious and
stunning
accessories
Protected
and stylish
set up
costs
5 Barney
Cools
Financial
institutatio
ns
crisp color
and a
casual vibe
freedom
and
rebellion,
manifeste
d
Business care-free
spirit
Lack of
knowledg
e
6 Australian
Defence
Industries
Holyday/
Travel
company
Industrials Aerospace
& defense
room and
bar
Business Weapons
manufactur
er
Low cost
resolutio
n
7 KFC Gift cards
company
Food Marketing
strategies
Business Provide all
type of
food with
reasonable
Fake
informati
on
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price
8 Barrio
Collective
Coffee,
Braddon,
ACT
Photograp
hy
Coffee brews and
selection
of sweet
tasty
pastries
The Best
Price.
Cheap
Prices. Full
Offer.
Hard to
measure
9 Wikipedia Not for
profit
organizatio
n
Online
Social
Media
Latest
News and
research
work
Information
about
anything
User driven
tool for
sharing
knowledge
Difficult
to
manage
quality
and
plagiaris
m
10 Cotton On Café bars Dressing
menswear,
kids wear
Latest
design
Business worldwide Hard to
measure
Part B - Establish collaborative agreements
Once you have completed the registry, select one business or company to focus on as the primary
candidate for your intended partnership or alliance.
Create a Collaborative Agreement and include the following details for your intended partnership or
alliance:
1. Collaborative approach with parties which adhere to organisational policies and relevant legal
requirements
2. Formal agreement to ensure continuation of envisaged value and to identify potential need for
changes and additions according to organisational policies and procedures
3. Collaboration plans for each agreement to support implementation
A startup's choice of business structure can have long-lasting effects on the way the business is run and
operates, including how it files taxes and whether it can hire employees.
Assessment Since is an industry leader within the space, Company is excited to team up and tackle the
challenge of improving their current social media standings. As you know, successful social media
marketing is the best way to get noticed. In my research, I discovered that current primary social
media strengths include: timely responding to comments, and creating clever content to engage with
the current follower base. The current weaknesses will work to improve are as follows: use of more
consistent promotional campaigns, use of photo marketing/info graphics, and using analytics to
demonstrate effective social media marketing.
Policies and procedures are an essential part of any organization. Together, policies and
procedures provide a roadmap for day-to-day operations. They ensure compliance with laws and
regulations, give guidance for decision-making, and streamline internal processes.
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