BSBMKG609 Develop a Marketing Plan Learner Workbook

BSBMKG609
Develop a marketing plan
Learner Workbook
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Table of Contents
Table of Contents........................................................................................................................................
Candidate Details........................................................................................................................................
Assessment – BSBMKG609: Develop a marketing plan...............................................................................
Competency Record to be completed by Assessor......................................................................................
Activities.....................................................................................................................................................
Activity 1A...................................................................................................................................................
Activity 1B....................................................................................................................................................
Activity 1C....................................................................................................................................................
Activity 1D...................................................................................................................................................
Activity 1E..................................................................................................................................................
Activity 1F..................................................................................................................................................
Activity 2A.................................................................................................................................................
Activity 2B..................................................................................................................................................
Activity 2C..................................................................................................................................................
Activity 2D.................................................................................................................................................
Activity 2E..................................................................................................................................................
Activity 3A.................................................................................................................................................
Activity 3B..................................................................................................................................................
Activity 3C..................................................................................................................................................
Activity 3D.................................................................................................................................................
Skills and Knowledge Activity....................................................................................................................
Major Activity............................................................................................................................................
Candidate Details
Assessment – BSBMKG609: Develop a marketing plan
Please complete the following activities and hand in to your trainer for marking. This forms part of
your assessment for BSBMKG609: Develop a marketing plan.
Name: Prabhjeet Singh_____________________________________________________________
Address: 104/31 Archipelago street, Pacific Pines QLD 4211 Australia
_____________________________________________________________
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_____________________________________________________________
Email: [e-mail]_____________________________________________________________
Declaration
I declare that no part of this assessment has been copied from another person’s work with the
exception of where I have listed or referenced documents or work and that no part of this
assessment has been written for me by another person.
Signed: Prabhjeet Singh____________________________________________________________
Date: Jan 15,2019____________________________________________________________
If activities have been completed as part of a small group or in pairs, details of the learners involved
should be provided below:
This activity workbook has been completed by the following persons and we acknowledge that it was
a fair team effort where everyone contributed equally to the work completed. We declare that no
part of this assessment has been copied from another person’s work with the exception of where we
have listed or referenced documents or work and that no part of this assessment has been written
for us by another person.
Learner 1: ____________________________________________________________
Signed: ____________________________________________________________
Learner 2: ____________________________________________________________
Signed: ____________________________________________________________
Learner 3: ____________________________________________________________
Signed: ____________________________________________________________
Competency Record to be completed by Assessor
Learner Name: _______________________________________________________
Date of Assessment: _______________________________________________________
The learner has been assessed as competent in the elements and performance criteria and the
evidence has been presented as:
Assessor Initials
Authentic
Valid
Reliable
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Current
Sufficient
Learner is deemed: COMPETENT NOT YET COMPETENT (Please circle)
If not yet competent, date for re-assessment: ____________________________________
Comments from Trainer / Assessor:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Assessor Signature: ________________________________________________________
Observation/Demonstration
Throughout this unit, you will be expected to show your competency of the elements through
observations or demonstrations. Your instructor will have a list of demonstrations you must
complete or tasks to be observed. The observations and demonstrations will be completed as well as
the activities found in this workbook. An explanation of demonstrations and observations:
Demonstration is off-the-job
A demonstration will require:
➢ Performing a skill or task that is asked of you
➢ Undertaking a simulation exercise
Observation is on-the-job
The observation will usually require:
➢ Performing a work based skill or task
➢ Interaction with colleagues and/or customers
Your instructor will inform you of which one of the above they would like you to do. The
demonstration/observation will cover one of the unit’s elements.
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The observation/demonstration will take place either in the workplace or the training environment,
depending on the task to be undertaken and whether it is an observation or demonstration. Your
instructor will ensure you are provided with the correct equipment and/or materials to complete the
task. They will also inform you of how long you have to complete the task.
You should be able to demonstrate you can:
➢ Devise marketing strategies
➢ Plan marketing tactics
➢ Prepare and present a marketing plan
You should also demonstrate the following skills:
➢ Reading
➢ Writing
➢ Oral communication
➢ Numeracy skills
➢ Navigate the world of work
➢ Interact with others
➢ Get the work done
Activities
Activity 1A
Estimated Time 20 Minutes
Objective To provide you with an opportunity to evaluate marketing opportunity
options that address organisational objectives and evaluate their risks and
returns in the selection process.
Activity What are your main organisational objectives?
The task would consider Unilever as the exemplary organisation in this
activity. The main business objective of Unilever is to offer superior quality
products to consumers to enable them to lead higher standards of life. The
British multinational company aims to earn higher revenue and give
investors higher rates of returns on their investments (Unilever.com.
2019).
Give an example of a marketing opportunity related to your organisation.
A marketing opportunity which Unilever can reap is introducing more
sustainable products in its product line. The product line of Unilever
consist of food products, home care, beauty and personal care and water
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purifier. As far as the food products are concerned, Unilever can market
more food products made from natural ingredients and less of
preservatives. As far as home care products are concerned, the company
can develop more cleansing products containing less amount of harmful
ingredients which would cause less damage to the environment on being
disposed (Reganold and Wachter 2016). Unilever can market more beauty
and skincare products which would be of organic origin. This would enable
the company to reduce the negative impacts on the environment. The
company in terms of water purifier should carry out open innovation to
introduce water purifiers which are simple to operate and can operate
without electricity or can operate with solar energy. Thus, marketing of
sustainable products in all the four product divisions would emerge as a
new marketing opportunity which Unilever can harness to generate more
revenue (Unilever.com. 2019).
How can you evaluate the risks and returns of a marketing option e.g. product
design and packaging or distribution.
The risk and return of Unilever which the company earns from of
marketing option like product design and packaging or distribution can be
calculated by comparing the revenue against the costs borne to manage
the risk (Kar, Meena and Patnaik 2018). For example, the company spends
EU 1000 towards buying plastic package for 100 units of products. The
company sells the products at EU 2000. The consumers dispose the
packages which are collected by the company to again sell 100 units of
products at EU 2500. Thus, here it can be pointed out that by bearing an
expenditure of EU 1000, Unilever is able to generate revenue of EU 4500,
thus earning a net profit of EU 3500. Thus, risk of packaging which has
been quantified as EU 1000 is diversified over a revenue base of EU 4500.
Here it can be pointed out that in reality the risk and return ratio of a
company in terms of packaging cannot be calculated accurately. However,
higher quality packaging can enhance the shelf life of products and the
packages can be reused post disposal by customers. Thus, in short the
company can generate return from the given stock of packages. However,
the increase in sales volume post introduction of new products can be
attributed to the new design since design increases the attractiveness of
products. Appropriate designing of products add to the user friendliness of
the products, thus creating value to the customers. Thus, it can be inferred
that the increase in sales volume can be attributed to the product design
enhancement to a certain extent.
Activity 1B
Estimated Time 20 Minutes
Objective To provide you with an opportunity to develop marketing strategies that
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address strengths and opportunities within the organisation's projected
capabilities and resources.
Activity What is a marketing strategy?
Marketing strategy is the approach of plan the approaches which business
organisations take to gain and retain competitive advantage in the market.
Aivazidou et al.(2017) ,mention that the main aim of marketing strategies
is to ensure that the business organisations are able to maintain their
existing consumers. Parola, Satta and Panayides (2015) pointed out that
marketing strategy is an important part of the corporate strategy of
companies. The aim of marketing strategy is to ensure maximisation of the
revenue generation. This allows the company to give higher returns to
investors on their investors and high dividends. Thus, a strong marketing
strategy is follows the systems approach and is closely connected to the
capital acquisition strategy of the company. Thirdly, it can be pointed out
that marketing strategies are aimed to create value to consumers by
offering higher quality products. This enables the company concerned
generate higher revenue. Liargovas and Skandalis (2015) strengthen the
opinion by mentioning that marketing strategy is not only confined within
financial sustainability but also allows the company to adapt to the market
changes. The company today in order to form the marketing strategies
need to conduct PESTEL analysis and then conduct an analysis of the
strengths as well as weaknesses of the company in the light of the findings
from the PESTEL analysis. Gandy (2015) point out that in the light of this
discussion that marketing strategies of companies thus actually reflect the
market conditions. The marketing strategies of companies are linked to the
supply chain management. The companies today use the business leads to
estimate the future demands for products and procure materials. Thus,
marketing strategy in business organisations form an integral part of the
corporate strategies of companies which earns higher profits and
marketing strengths for them.
What elements are most important for success (rate them on a scale of one to
ten – one being least important and five being the most)?
The elements which are most significant for success in terms of marketing
are sustainability (1), supply chain management (2), marketing mix (3),
capital generation (4) and revenue generation (5).
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Now give your organisation a rating for each element and compare this to the
likelihood of success (above).
The main resources of Unilever are its strong financial base and talented
employees. The British-Dutch company offers high quality products to its
customers which create value for the latter. The company holds a global
consumer base which attributes attribute it with high revenue. The
company and its wholly owned subsidiaries are listed on top stock
exchanges all around the world which enables generation of immense
revenue. This global presence and immense financial power enable the
company to attract highly talented employees.
Activity 1C
Estimated Time 15 Minutes
Objective To provide you with an opportunity to develop strategies which increase
resources or organisational expertise where gaps exist between current
capability and marketing objectives.
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