Identify and Evaluate Marketing Opportunities for BBQfun

Module 5
Term and Year Term 3 2019
Qualification : BSB50215 Diploma of Business
Unit Code: BSBMKG501
Unit Title: Identify and evaluate marketing opportunities
Assessment
Task 1: Case study & short questions
Task 2: Short questions
Student Name:
Student ID No:
Assessor’s Name: Andrey Loburets/ Michal Tomcik
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.
Student Name:
Student Signature: Date:
Assessment submission (new) requirements
Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.
Assessment deadlines penalty
It is expected that unless a simple extension, special consideration or disability services adjustment has been granted,
candidates will submit all assessments for a unit of study on the specified due date. If the assessment is completed or
submitted within the period of extension, no academic penalty will be applied to that piece of assessment.
If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late
submission of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.
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.
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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 that a learner 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.
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
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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
Task 1
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. Identify two marketing opportunities for the
organisation on your chosen organisation’s market and business needs in terms of:
 comparative market information
 competitors’ performance
 customer requirements
 legal and ethical requirements
 market share
 market trends and developments
 new and emerging markets
 profitability
 sales figures
Task 2
To complete the unit requirements safely and effectively, the individual must:
 Identify and document changes needed to current operations to take advantage of viable marketing opportunities
 Estimate resource requirements for changed operations
 Determine and communicate viability of making changes to current operations to key stakeholders
 Document newly identified marketing opportunities and required changes
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Task 1
 Identify two marketing opportunities for the BBQfun’s market and business needs in terms of:
a. comparative market information
Characteristics Overview What does it mean for BBQfun?
 Queensland
overview
o High population growth of 5% per
year
o New homes and renovated homes
growing from a base of 50,000 per
year
o Low unemployment of 4.7%.
This means that the future market and affordability
of the area in which the company operates looks
promising and growing.
Geographic
o Our immediate geographic target is
the area of Brisbane with a
population of 2,000,000
o A 30 km geographic area is the
average store market footprint
o The total targeted population is
estimated at 450,000.
Nearly a fourth of the population is the target
market, which means a potentially high market
share.
Demographic
o Male and female
o Ages 20–50
o High percentage of young
professionals who work in the
central business district
o High percentage have completed
undergraduate/postgraduate study
o An average household income of
over $70,000.
Demographically, it means that the market in which
the company is operating, has a stable economy
and is highly developed.
b. competitors ‘performance
The Yard
o Has a limited selection but
significant depth.
o All Australian made and no
significant marketing or promotion.
o The price point is high, but the
quality of products is quite good.
o Not in south east Queensland and
considering e-commerce options.
o Considered potential treat for
entering market through e-
commerce because of large
distribution network
This means that it provides the opportunity for
niche online selling through e-commerce.
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b. competitors ‘performance (cont.)
Characteristics Overview What does it mean for BBQfun?
BBQ’s R Us
o Broad range of outdoor lifestyle
products including trinkets and
furnishings.
o Lots of cheap imports and
concentrating on established
markets.
o Strong in the replacements
segment.
o Has one store in Brisbane as
mostly in Melbourne and Adelaide.
o Considering e-commerce options.
The company is a perfectly competitive market,
and needs to make sure that it comes up with more
stores to reach out to more people and increase
market share
Outdoorz
o Large operations of only a few
stores per city.
o Mass markets outdoor lifestyles at
good value prices as there are no
imported goods.
o Extensive advertising and its
goods are pitched at low to
medium quality.
o Strong in the replacement
segment rather than new and
refurbished dwellings.
o Gaining strength in Brisbane
market. Considering e-commerce
options.
BBQFun has to be able to make sure that they are
able to advertise too, since brands doing
advertisements look more credible to the
audiences.
c. customer requirements
Factors What does it mean for BBQfun?
Selection – a wide
choice of options. It has to position itself differently in the market, or create a disruptive innovation.
Accessibility – the
customer needs easy
access to the store
with minimal
inconvenience.
The company needs to open up a lot more stores than it has in the cities in which operates.
Customer service – the
customer needs expert
customer service to
help sort through
choices.
Since it is in its initial stages, the company should look to let the marketing manager take
charge of customer service for now, or perhaps hire a relationship manager.
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