Develop Marketing Plan for C.R Brokers - BSBMKG609, Case Study Assessment

Case Study Assessment
Student name:
Business & Finance Faculty
Student Name Student
Number
Please add
Qualification
Code
Qualification
Name and
Release Number
Unit Code Unit Name and
Release Number
BSB61015
BSB60215
Advanced Diploma
of Leadership and
Management
(Release 1)
Advanced Diploma
of Business (Release
1)
BSBMKG609 Develop A Marketing
Plan (Release 1)
Please note that TAFE NSW is required to retain copies of all completed assessments,
where practical, for a minimum period of three (3) years (or in accordance with
regulatory/licencing requirements) after the completion of a learner’s studies.
Summary of Case Study Tasks
Task Satisfact
ory
Unsatisfact
ory
Assessor’s
Feedback
1. Part A
Marketing objectives
and strategies
☐ ☐
2. Part B
Marketing tactics and
implementation plan
☐ ☐
3. Park C
Marketing plan
☐ ☐
3. Park D ☐ ☐
Document title: Page 1 of 31

Case Study Assessment
Student name:
Marketing plan
presentation
Assessor Feedback
Task Satisfactory Unsatisfactory
Case Study Assessment ☐ ☐
Assessor’s comments:
Assessor’s Name: Signature: Date:
Student Feedback
Please sign & date to acknowledge that you have received results and feedback
on your assessment. You have the opportunity to provide feedback to your
Assessor in the space below.
Student’s comments:
Would you like to make any comments about this
assessment?
Student’s Name: Signature: Date:
Document title: Page 2 of 31

Case Study Assessment
Student name:
Assessment instructions
Assessment
details
Instructions
Assessment
overview
Select a work place (Department /Section) of an
organisation of your choice, preferably where you are
currently employed, or have been previously employed. You
will need to ensure that you have access to this
organisation’s website, marketing material, annual report
and other relevant organisational documents.
If you are unable to source specific information, you may
make reasonable assumptions.
Instructions for
this assessment
This is a case study assessment and it will be assessing you
on your knowledge and performance of skills required by
the unit.
This assessment is in 4 parts:
Part A – Develop marketing objectives and strategies
Part B – Create marketing tactics and an implementation
plan
Part C – Develop a marketing plan
Part D – Present a marketing plan
Submission
instructions
On completion of this assessment, you are required to
upload it or hand it to your trainer for marking.
Ensure you have written your name at the top of each page
of this assessment.
You MUST reference any published information you have
used for the assessment, including websites.
It is important that you keep a copy of all electronic and
hardcopy assessments submitted to TAFE and complete the
assessment declaration when submitting the assessment.
What do I need
to do to achieve
a satisfactory
result?
To achieve a satisfactory result for this assessment all
questions must be answered correctly. The assessment
must be submitted for marking by the due date as advised
by your trainer/assessor.
What do I need
to provide?
Pens, calculator, computer
What the Learning and assessment resources, session discussion
Document title: Page 3 of 31

Case Study Assessment
Student name:
assessor will
provide?
Due date and
time allowed
Progressively in class with final due date for submission on
16/09/2019
Assessment
feedback, review
or appeals
Feedback must be provided to the you no later than 10
days after all assessment activities have been conducted.
If you want a review of your results or if you have any
concerns about your results, you can contact the
teacher/assessor or your Head Teacher.
You have three weeks from the date you receive your
results in which to make an appeal and/or request a review.
You should receive a response within ten days of the receipt
of the request.
Teachers and their Head Teacher will address any appeal in
accordance with Every Student’s Right to Assessment in
TAFE NSW.
Student Assessment Declaration
● I understand the purpose of this Case Study Assessment.
● I have notified the assessor of any special needs to be considered during
the assessment tasks.
● I have kept a copy of my work – if relevant.
● I have read and understand the instructions for this assessment and
understand the penalties for plagiarism, late submission or non-submission
of assessment tasks.
● I have been advised of the assessment requirements, have been made
aware of my rights and responsibilities as an assessment candidate, and
choose to be assessed at this time.
● No part of this assignment has been written for me by any other person
except where such collaboration has been authorised by the assessor
concerned.
● No part of this assessment is plagiarised. I understand that plagiarism is a
form of fraud and that plagiarism in the presentation of the work, idea or
creation of another person as though it is your own. Plagiarism occurs when
the origin of the material used is not appropriately cited.
● I declare that this assessment is my own work unless otherwise
acknowledged and is in accordance with Every Student’s Right to
Assessment in TAFE NSW.
● I understand that TAFE NSW Training Institute is required to retain copies of
Document title: Page 4 of 31

Case Study Assessment
Student name:
all my completed assessments, where practical, for a period of 3 years (or
in accordance with regulatory/licencing requirements) after the completion
of my studies
Student’s Name:
Chris Reji
Signature: Date:
Document title: Page 5 of 31

Case Study Assessment
Student name:
Specific task instructions
In the sections below, are the details of the report, major assignment, workplan,
reflection, portfolio or other items this assessment task requires, as well as the
criteria for satisfactory completion.
For this assessment task, you may choose to complete your assessment based
on one the following:
● Houzit Pty Ltd from BSBFIM801 Manage Finances
● Your current organisation or an organisation where you have been
employed previously
● An organisation where a family member or friend is employed, where they
can share their perspective with you
● An organisation that you frequently interact with as a customer/client
● An organisation that you can access relevant information such as website,
annual report other relevant policies and procedures.
You are required to prepare a marketing plan for your organisation. Your
marketing plan will consist of four (4) parts – Part A, Part B, Part C and Part
D. You need to complete each part to effectively prepare a full marketing
plan.
Case Study Organisation
List the organisation you have selected to base your assessment:
Organisation C.R Brokers (The Car Brokerage)

Provide a brief explanation of the business:
Overview The car brokerage finds you a vehicle while saving you
money and time.

Provide a brief description of the target market (demographics &
psychographics):
Target market
Any car owner or someone responsible for taking care
of a vehicle is the target group including both men and
women from any income group and age group.
Especially, people who are time poor and/or have
limited car knowledge, who want to feel comfortable
and confident with their car buying decisions.
Document title: Page 6 of 31

Case Study Assessment
Student name:
As I mentioned in class, your target market can not be everyone. To develop a
marketing plan, you need to set objectives, strategies and tactics with a specific
audience in mind. I recommend picking one primary target market.
E.g. People who are time poor and/or have limited car knowledge, who want to
feel comfortable and confident with their car buying decisions.
Part A: Develop marketing objectives and
strategies
1. a. Provide a background to your organisation - include vision, mission and
values, organisational structure, and strategic goals for your organisation.
Vision To be the most successful car brokerage company in
Australia.
 This is all that’s required
Our vision represents the long-term direction of the
company, we strive to meet our customers’ needs and
we are driven by success.
Mission Deliver the best deal possible to our customers while
providing an exceptional standard of service.
 This is all that’s required
The Car Broker aims to provide the best deal for our
customers while reaching an exceptional standard of
service.
We are able to achieve this because of our
knowledgeable staff tapping into our dealer network.
In order to find the customer, the best deal we tender
out to all dealers to meet our customer’s needs.
Values It is very crucial for our customers to trust us and thus,
making our business trustworthy. Our business is
customer centric and survives due to Customers; in
saying that all our brokers make sure that our
customers’ service levels are kept unto standard. Our
business is driven to provide knowledgeable
information and sufficient help to the customers,
maintaining great customer relationship.
Business values are the core principles, standards or
behaviours that guide the way the organisation does
business. Think about the types of words that you
would use to describe the company and how those
words can translate into core values for staff. E.g.
 Driven
 Trustworthy
 Knowledgeable
 Customer-centric
Document title: Page 7 of 31

Case Study Assessment
Student name:
Organisational
structure
In the Session 1 Learning information we covered the
four types of organisational structures. Please state
what type of organisational structure the organisation
has and add one sentence explaining why.
E.g. C.R Brokers has an XXX organisational structure
as employees are grouped by skill set.
The organisation will follow a hierarchical structure
with departmental division where each head would
be responsible for each operational activity as
employees are grouped by skill set.
Strategic Goals  To create a strong brand position in the market
This is too limiting. I’d recommend expanding your
goals. E.g.
 To build customer awareness of our services
 To deliver an exceptional standard of service for our
customers
 To build our dealer network
b. Discuss how this (Q1a organisational) information can guide marketing mix
decisions and strategies
Please remember to frame your answer to make sure it addresses the
question. See below.
Product The product here is the cars of the customers and this
company will help them to get better returns on
brokering their cars. A good product can be marketed
without any effort when it has the ability to meet the
customer demands that is why when marketing a
Document title: Page 8 of 31