BSBMKG401 Profile the Market

This project provides a comprehensive guide to the assessment tasks for BSBMKG401 Profile the Market. It includes sample solutions, instructions, and a step-by-step approach to developing a market positioning strategy. Learn how to segment markets, identify target audiences, and create effective marketing plans.

STUDENT ASSESSMENT
BOOKLET
B S B M K G 4 0 1 P r o f i l e t h e m a r k e t

ASSESSMENT OVERVIEW
This Student Assessment Booklet includes all your tasks for assessment of BSBMKG401 Profile the
market.
About your assessments
This unit requires that you complete three assessment tasks. You must complete all tasks to
achieve competency for this unit.
Assessment Task About this task
Assessment Task 1: Written questions You must correctly answer all 23 questions to show that
you understand the knowledge required of this unit.
Assessment Task 2: Profiling briefing
report
You must develop a profiling briefing report that
describes the consumer profile for the company of your
choice.
Assessment Task 3: Marketing
positioning strategy
You must develop a marketing positioning strategy for
your company and products/services.
How to submit your assessments
When you have completed each assessment task you will need to submit it to your assessor.
Instructions about submission can be found at the beginning of each assessment task.
Make sure you photocopy your written activities before you submit them – your assessor will put the
documents you submit into your student file. These will not be returned to you.
Assessment Task Cover Sheet
At the beginning of each task in this booklet, you will find an Assessment Task Cover Sheet. Please
fill it in for each task, making sure you sign the student declaration.
Your assessor will give you feedback about how well you went in each task, and will write this on the
back of the Task Cover Sheet.
Assessment appeals
You can make an appeal about an assessment decision by putting it in writing and sending it to us.
Refer to your Student Handbook for more information about our appeals process.

ASSESSMENT PLAN
The following outlines the requirements of your final assessment for this unit. You are required to
complete all tasks to demonstrate competency for the unit in this topic.
Your assessor will provide you with the due dates for each assessment task. Write them in the table
below.
Assessment Requirements Due date
1. Written questions
2. Research report
3. Marketing positioning strategy
AGREEMENT BY THE STUDENT
Read through the assessments in
this booklet before you fill out and
sign the agreement below. Make
sure you sign this before you start
any of your assessments.
Have you read and understood what is required of you in terms of
assessment?
 Yes  No
Do you understand the requirements of this assessment?  Yes  No
Do you agree to the way in which you are being assessed?  Yes  No
Do you have any special needs or considerations to be made for this
assessment? If yes, what are they?
_______________________________________________________________________________________________________
 Yes  No
Do you understand your rights to appeal the decisions made in an
assessment?
 Yes  No

ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 1

Students: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of
your work.
Name:
Date of submission:
Unit:
BSBMKG401 Profile the
market
Assessor to complete
Assessment Task Satisfactory/
Not
Satisfactory
Date Was this a
re-
submission?
Y/N
Written questions
STUDENT DECLARATION
I ___________________________________________________________ declare that these tasks are my own
work.
þ None of this work has been completed by any other person.
þ I have not cheated or plagiarised the work or colluded with any other student/s.
þ I have correctly referenced all resources and reference texts throughout these assessment
tasks.
þ I understand that if I am found to be in breach of policy, disciplinary action may be taken against
me.

ASSESSOR FEEDBACK
Assessors: Please return this cover sheet to the student with assessment results and feedback.
A copy must be supplied to the office and kept in the student’s file with the evidence.
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
Assessor signature: ___________________________________________________________________________________
Assessor name: _______________________________________________________________________________________
Date: _________________________________________________________________________________________________

ASSESSMENT TASK 1: WRITTEN QUESTIONS
TASK SUMMARY:
You are to answer all the questions in this task.
WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT?
Access to textbooks and other learning materials.
Access to a computer and the Internet (if you prefer to type your answers).
WHEN DO I DO THIS TASK?
This task may be done in your own time as homework or you may be given time to do this task in
class (if applicable). Your assessor will advise.
Write in the due date as advised by your assessor: _____________________________________________
WHAT DO I NEED TO SUBMIT?
Your answers to all the questions.
WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?
If your assessor marks any of your answers as incorrect, they will talk to you about resubmission.
You will need to do one of the following:
Answer the questions that were incorrect in writing.
Answer the questions that were incorrect verbally.
Instructions to students: This is an open book test – you can use your learning materials as reference. You need to answer all 23 questions correctly. You must answer the questions by writing in the space provided. If you need more space, you can use extra paper. Make sure you write on each extra piece
of paper your name and the question number/s you are answering. You may prefer to use your computer to type your answers. Your assessor will let you know if
you can email your answers as a Word file, or if you must print and submit hard copies.
QUESTION 1
What is the main aim of the Competition and Consumer Act 2010? Discuss how an organisation is
required to comply with the Act.
Main aim of competition is that consumer have different alternatives to choose products. Monopoly
is reduced. It is important to business environment as it provide assurance to organisation that
customers are in regular touch with the products just because of the better quality of services and
goods. It helps in protecting the choices of consumers.
Consumer Act 2010 is an Act of parliament of Australia. This act promotes competition in Australia
and is a kind of legislative vehicle. It provides specific rights and private section.
QUESTION 2

What is the main aim of the Privacy Act 1988? Discuss how an organisation is required to comply
with the Act.
It is an Australian Act. It has number of private rights which are known as Information Privacy
Principles. (IPP). Organisation and individual has right to know as in why personal information is
gathered and how it can be used or revealed. They can access personal information in different
situations. Privacy Act 1988 principles are applicable to Australian Government and Australian
Capital agencies.
QUESTION 3
What are the main objectives of the E Marketing Code of Practice? Discuss how an organisation is
required to comply with the Code.
E marketing Code of practice is established for sending commercial messages through electronic
means. Companies through E- marketing can handle spam easily. It covers mobile, emails,
messaging through phone. E marketing is used in a wide range for the promotion of company’s
goods and services. It is the biggest benefit for small businesses. By increasing brand awareness
consumers get pleasing material and attracted to these start ups.
QUESTION 4
In your own words, briefly describe the purpose of the Australian Marketing Institute Code of
Professional Conduct.
Australian Marketing institute Code organise professional activities and members deal with integrity
and modesty with their clients or employers and also with the general public. They should be true in
maintaining their quality of work, sales promotion,, marketing and all other fields. Fees is not
acceptable while performing these services from any of the employee or client. Reputation of the
firm should be retained.

QUESTION 5
The following sentence is from the Australian Marketing Institute Code of Professional Conduct –
‘Members have a responsibility to continue the acquisition of professional skills in marketing and to
encourage the development of these skills in those who are desirous of entry into, or continuing in,
the profession of marketing management’. Outline the educational pathway a marketing
professional may take to maintain their membership and what it means to you to encourage others
to develop their skills?
Membership shall be maintained by true marketing and good professional skills. Many seminars or
exhibitions can be conducted to provide knowledge about the products. Members shall desist their
relationship with the institute by following its policies, aim and rules. Marketing is the root of
business and this skill shall be acquired by members for the development of marketing
management.
QUESTION 6
If you were using primary market research to collect data, what data collection techniques could you
use? List and describe four and determine if those collection techniques are qualitative or
quantitative.
1. Surveys can be done in Primary data collection. It is a quantitative type of data. Surveys are done
in a place or a region.
2. Interviews are another kind of primary research market research. In this personal information are
collected.
3. Focus groups can be organised in which a segment group is targeted to gather information.
4. Observation : In this type of research behaviour of the customers and people are observed and
then questions which arise are answered.
QUESTION 7
Describe the two main methods of collecting secondary market research data.

1. Two main types of secondary research are qualitative and quantitative method . These include
telephonic or online questionnaire, surveys etc.
2. Qualitative includes formal chats which describes consumer's satisfaction and focus groups.
QUESTION 8
Describe the most common methods of analysing qualitative and quantitative data.
Methods used in quantitative research includes calculation and statistical method. This method is
followed before the data on consumers is gathered. While in quantitative method it is tough work as
designs, framework, theory everything is analysed. It is a work of procedure. In quantitative
information is in numerical form while in qualitative method data is not all mathematical, or less
numerical so charts and cluster analysis is involved.
QUESTION 9
What is the marketing mix?
Factors which combine to control any organisation to effect the purchasing power of customers is
called marketing mix.
QUESTION 10
What is meant by market segmentation? Describe four ways of segmenting the market.
1. A divisional process of dividing the market according to potential customers into various
subgroups on the basis of its characteristics. Its four ways are:
2. Geographical Segmentation : market is segmented according to region, country or place.

2. Demographic segmentation : Population and market is divided according to gender, age , family
size.
3. Behavioural segmentation : it is divided according to behaviour and decision making skill.
4.Psycho graphic segmentation : Here people's life cycle, interest choices are preferred.
QUESTION 11
What does Total Market Approach mean in relation to selecting the target market? List three ways to
describe the total market for a product or service.
1. Strategies developed to increase access and priority of health products and services in
sustainable manner.
2. This helps in targeting market through subsidised products, reducing inefficiencies and different
areas
3. Market which is under developed , total market target market a segment in the market place by
ensuring the role of private sectors among people.
QUESTION 12
What is meant by positioning in marketing? Describe four possible positioning strategies.
1. Consumer's conceptualisation towards any product or brand in comparison to other good or
products is called positioning of the product in marketing.
2. Positioning in the product have different strategies like using product features as or benefits of
the customers.
3. Price quality can be another strategy as customers compare prices of different products in the
market.
4. Product Class can also be another strategy for better positioning of the product. Here critical
position decisions are made.

QUESTION 13
What information do you need to know before you can plan your positioning strategies? Explain the
methods for gathering this information?
There are many ways of gathering information through quantitative way and qualitative way.
Surveys can be done to collect information. Focus group activities can be organised. Online surveys
can be done so that customer database can be maintained.
QUESTION 14
Describe two possible distribution strategies.
1.Intensive distribution : it is mainly used for products of low price. For example soft drinks.
2. Exclusive Distribution : High price products use this distribution for single outlet.
QUESTION 15
Describe four possible advertising strategies that could be used to promote a product or service.
Give an example of a product and the demographic that each strategy has been used for in the
past.
1. Motivation strategy : It adds value to a product which helps in attaining objective.
2. Modelling strategy : In this strategy high profile personalities perform to increase the sell of the
product.
3. Reframing Strategy : Here ads reframe the behaviour or target a positive point into
assumptions

4.Evocation Strategy : behaviour is motivated through powerful emotions.
QUESTION 16
Describe the concept of consumer profiling.
Arranging the data or information of customer's life styles, motivations, demographic structure, its
priorities, psycho graphic structure.
QUESTION 17
Explain what is meant by Integrated Marketing Communications?
Integrated marketing communication provided all ways messages and communication which are
properly linked together. They integrated in promotional tool so that work goes on in compatibility.
QUESTION 18
What is the purpose of a marketing plan? Outline the marketing planning process.
Marketing plan is made to achieve goals and objectives, to complete task lists, fulfil customer
satisfaction and develop business marketing management. Its aim is to attain goals describes in
planning process.
Planning process consists of following situations:
1. Long run strategic planning
2. Specific work done achieve tactical plans
3. then plans are operated to a specified department
4. finally new products according to plans are launched.
It takes following range of steps:
1. developing goals
2. tasks list is developed to meet objectives
3. for implementation resources are determined

4. timeline is created
5. the plan is finalised
6. distribution is done by different processes.
QUESTION 19
Describe what is meant by best practice. Identify and describe three ways that a business might
apply best practice to their products or services
1. Best practice means to be more competitive and increase sales in the market. Best practice
helps in becoming more efficient. These are :
a) Holding Regular meetings for strategic and tactical planning
2. b) Focusing on team effort so that it attentive ideas comes out.
3. c) Commitment should be there in between customers and leader so that delivery of the product
is done at right time.
QUESTION 20
Give an example of two products or services you are familiar with that use best practice models.
Detail the name of the product or service and the best practice models
1. A product with brand name Coca Cola has its best practise and best service
2. Another product with brand name Amazon S3 also has its best practice and nice management.
QUESTION 21
Define and explain the following statistical terms used by Australian Bureau of Statistics:
Population : 24,950,486

Correlation : it is statistical number or measure which explains direction and size of relationship
between two variables.
Causation : It means that an event occurs due to another event.
Variables : any number, quantity, characteristics counted or measured. Income, expenses, age are
some examples of variables.
A statistical standard : A bunch of rules through which data are gathered and statistics are
developed.
Direct and indirect methods of data collection : Data is collected through primary method and
secondary method. It includes personal investigation, interviews through oral way, questionnaire.
Secondary way consists of unpublished and published sources.
QUESTION 22
What does the ABS term as 'statistics' and how can they help you in marketing?
ABS is Australian Bureau of Statistics which helps in decision making, research work and helps in
marketing mix. Statistics helps to gain demographic and geographic knowledge.
QUESTION 23
Complete some research and identify at least three marketing roles that might exist in an Australian
workplace. Write a very brief description of their responsibilities in dot points.
1. In Australian Workplace marketing roles producing promotional materials and keeping them up to
date.
2. Providing search engine optimisation for the website of the company. Customers go through these
sites and collect information regarding their products. Social media sites are also monitored.

3. Market research is conducted which defines the targeted market.

1. ASSESSMENT TASK 2
1. Company follows various strategies and goals for its better marketing and business development
(Armstrong, Kotler, and Brennan, 2015). It conducts surveys collects data through primary and secondary
means. Market positioning of the company Tesco is powerful and has its own concepts. Its products are ranked and
reputed in competitive market. Tesco is brand which captures a place in the mind of customers. It follows the a
customized planning process of various steps like developing objectives for the organisation, then task lists is delivered
to various departments, availability of resources are checked, a deadline is discussed, then proper plan is finalised
which is distributed.
Tesco follows active labour market policy which help the unemployed persons to search a suitable work. Its objectives
are measurable, smart and realistic.
1. Tesco has its segmentation of market by diving it into list of potential customers. Their members have similar
characteristics(Willems and Tjeerdsma, 2016). They follow the objectives of marketing mix for each and
every segment. Data in Tesco is gathered through qualitative basis. They are in regular touch with their customers
on their websites. Leaders keep on updating the information about products online and does web surveys. By this
total market is targeted. They follow various distribution strategies such as indirect, direct, intensive, exclusive
and selective distribution. Through this keep management at top level.
3. Through primary and secondary information a selected market is targeted and almost huge amount of sales was
done through the information collected through online surveys. In the starting SWOT analysis was done and 'what'
type of product (Tang and Wezel, 2015) . Its customer needs, where it has to sold all the market penetration wad
made. Various distribution strategies are used in niche, small businesses like indirect distribution when the product
touches the customer through various sources. When channel length is not so wide and product reaches to its
customer then it is direct distribution. Mass marketing company uses intensive distribution and exclusive distribution
is done companies like Lamborghini.
4 A customer which is educated and have inspiring skills and with secured family living in an urban area would like
choose product online or gather data before approaching hie/her targeted product. Needs of a customer includes
friendliness which customer needs every time. Then customers wants proper information and he/she should be
educated. Customers need multiple options and alternatives regarding their products (Strauss and Frost, 2016).
He/she should be able properly converse with the leaders of Tesco so that all confusions and misunderstandings are
cleared up. Customer's attitude towards Tesco is very positive and accurate because the company takes part in
knowing their behaviour through sources. Customers beliefs may go neutral sometimes with the product (Savell,
Gilmore and Fooks, 2014). As attitude stands for many beliefs so its difficult to get a bottom line for any
customer.
5. Market Positioning Strategies include strategies through which company can convey about their pricing, brands and
product to their targeted customers or targeted market.
a) Brand Positioning : For Tesco Branding is essential feature. It creates loyal customer base line. It has successfully
positioned itself in the market and today it known as 'good' brand.
b) Creating a Product Positioning Strategy : For this market research is required. Important thing is that market
segment should feel that the product type should possess all the necessary features.
c) Price Positioning : It effects the idea and view of customers.

ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 2

Students: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of
your work.
Name:
Date of submission:
Unit:
BSBMKG401 Profile the
market
Assessor to complete
Assessment Task Satisfactory/
Not
Satisfactory
Date Was this a
re-
submission?
Y/N
Research Report
STUDENT DECLARATION
I ___________________________________________________________ declare that these tasks are my own
work.
þ None of this work has been completed by any other person.
þ I have not cheated or plagiarised the work or colluded with any other student/s.
þ I have correctly referenced all resources and reference texts throughout these assessment
tasks.
þ I understand that if I am found to be in breach of policy, disciplinary action may be taken against
me.
Student signature: ____________________________________________________________________________________
Student name: ________________________________________________________________________________________
2. ASSESSMENT 3
When a brand makes a place in the mind of customers and when the customers feels that it is
different from other products and services then positioning of product is defined. For better positioning of the product
company focuses on its characteristics and major features. It takes the help of advertisements and print media to
promote its brand. Companies try to create a perfect image through mix.
Pricing positioning : Pricing strategy directly effects the opinions of the customers (Richards, 2014). As customers
have different options for their products, they can go for different price range.

Brand positioning : For any company, brand holds a strong position in the market. It is a very vital factor for any
marketing department. Customers feel reputed while purchasing a good brand of product. Employees also feel
comfortable working in high profile companies.
Developing a product positioning strategy : Before approaching the customer , market research is done through
primary or secondary basis (Lyons and Coyle, 2016). Then market segment is targeted for placing the product.
Customers needs are the prime factor in positioning of the product as it should satisfy them in all aspects (Cox,
2017.).
Marketing mix is major tool of marketing which consists of product, place, promotion, people,
physical evidence, process and price.

ASSESSOR FEEDBACK
Assessors: Please return this cover sheet to the student with assessment results and feedback.
A copy must be supplied to the office and kept in the student’s file with the evidence.
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
Assessor signature: ___________________________________________________________________________________
Assessor name: _______________________________________________________________________________________
Date: _________________________________________________________________________________________________

ASSESSMENT TASK 2: PROFILING BRIEFING REPORT
TASK SUMMARY:
You are required to develop a research report that profiles a target market for a business of your
choice.
WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT?
Computer and Microsoft Office
Access to the internet for research
Access to marketing plans and sources of information
Profiling briefing report template.
WHEN DO I DO THIS TASK?
This task may be done in your own time as homework or you may be given time to do this task in
class (if applicable). Your assessor will advise.
Write in the due date as advised by your assessor: _______________________________________________
WHAT DO I NEED TO SUBMIT?
Information regarding the company you have selected
Research report.
WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?
If your assessor sees that you did not complete all parts of the task completely and satisfactorily,
the details of resubmission will be discussed with you. You will only need to redo the parts of the
task that were incorrect; however you will need to resubmit the entire assessment.
INSTRUCTIONS:
Develop a draft market positioning strategy and write a positioning implementation plan for a
business offering products or services that you are familiar with.
To develop the strategy you need to identify and document the market segments, the target
market, and a consumer profile.
You are required to document a number of positioning strategies and write an implementation plan
Before you start the assessment task, you should discuss your choice of company with your
assessor who will need to approve your choice before you start the assessment project. For the
purposes of this assessment, assume that you are the Marketing Officer for the company that you
have chosen and that your assessor is the Marketing Manager. Assume that the location of the
business is in the city or suburb you are living in.
If you are having difficulty sourcing a suitable company, you should speak to your assessor who can
assist you to source one. You may make up information about the products and or services for your
positioning strategies.
Complete the following activities:
2. Research the company and the industry that you want to develop the positioning strategy for.
You will need to understand the company's objectives and access their marketing plan (or
information about their marketing activities) and at least one policy (this should be related to
marketing). Once you have the approval from your assessor to use this company, write a brief
introduction to the company and include their objectives and relevant information from their
marketing plan and policy.

3. Segment the market:
a) From the information you have about the company, identify the market segments you think
they are targeting currently. Write a brief outline with your finding including what is the size
of the market segment, who the consumers are within the segment, how accessible the
segment to the company and what the needs of consumers are for each of the segments.
b) You are required to identify your own criteria that you can use to segment the market. You
need to identify at least set of criteria different from the segment the company is already
targeting.
c) Segment the market using the criteria you have identified.
d) Review the market segments to ensure they are useful to the company. In reviewing you
could answer the following questions:
How large is the segment now? Is it large enough?
Is the segment easy to identify?
How easy or difficult will it be to reach the segment?
Will the segment grow or expand in the future? How far into the future may it grow?
Does this segment really fit with the business objectives? Can the company meet their needs
immediately or will it take a significant change in direction to meet demand?
How difficult will it be to get the data we need to fully understand this segment, to answer
these questions?
e) You will need to identify your sources of information that you have used for segmenting and
profiling the markets so ensure you note them down.
f) Decide on your final market segment after you have answered these questions. Note any
changes you have made in the criteria.
4. Identify the target market:
a) Some notes on gathering information to find your target market:
Gather and analyse data on your selected market. You may use primary and secondary
research sources to build a clear picture of your target market.
Review sales data if you are able to locate any. Who purchases how much of what products
or services? When do they buy? Where are they located? Who does the actual
purchasing and for whom are they purchasing?
Cross-reference this sales data to industry-specific databases you can find, such as trade
associations, Chambers of Commerce, Australia Bureau of Statistics, etc.
Analyse the data you’ve gathered. Look for key similarities and differences among the
general customer base, your overall population. Do certain groups bunch together or
break apart from others based on geography, demographic breaks or behaviour?
Ensure you note down the sources of information.
b) Evaluate the different approaches to calculating the total market for the product or service
you have selected. (Note: you are not required to calculate the total market).
c) Briefly describe the approach you would use and describe what the total market is.
d) Note where might you find the data to help you calculate the total market?
e) Define the target market. Use the segment descriptors to describe the target market
f) Write a list of potential marketing options and strategies that will meet the need of the
target market. For example, what advertising options are there for this target market? What
distribution strategies will work? Think about how you are going to target this market? (E.g.
differentiation, niche markets, frequency of purchase, etc.). Explain the reasons you have
selected these options.

5. Profile the target audience:
a) Write a description for your ideal customer (consumer profile) for both the total market and
the market segments you have identified. Ensure you use demographic and/or
psychographic descriptions in the profile. Ensure the profile matches the language style,
content and level of detail of the organisation (based on the information you have
researched on them).
b) Describe the needs of the main consumer in relation to the company’s product or service
c) Describe the main consumer's attitudes towards using the company’s products/s and/or
services?
6. Develop a positioning strategy
a) Identify three possible positioning strategies that could be implemented ensuring that it
meets the consumer profile. Your positioning strategies should be short and concise and be
written in plain English.
Be clear about what your strategies are based on, for example, competitors, product class,
cultural symbols, pricing, use or application.
b) Decide on the best positioning strategy that you think meets the needs of the company's
objectives and consumer profile. Explain why you have selected this strategy.
c) Write the positioning implementation plan fort the strategies you have identified.
The plan should encompass of the elements of the marketing mix
Access the Marketing Positioning Strategy template that you will use in Assessment 3 so you
know what information you need to include in your draft.
d) Ensure the strategies are in line with the company's marketing policy, objectives and
marketing plan.
7. Submit your research on your chosen company and a research report that covers all the
elements of this task. Your Manager (Assessor) will provide you with feedback as required, as
well as approval to proceed to Assessment Task 3 where you will develop your final marketing
positioning strategy.
What do I need to hand in for this task? Have I completed this?
Information regarding your company 
Research report 

ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 3

Students: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of
your work.
Name:
Date of submission:
Unit:
BSBMKG401 Profile the
market
Assessor to complete
Assessment Task Satisfactory/
Not
Satisfactory
Date Was this a
re-
submission?
Y/N
Marketing positioning strategy
STUDENT DECLARATION
I ___________________________________________________________ declare that these tasks are my own
work.
þ None of this work has been completed by any other person.
þ I have not cheated or plagiarised the work or colluded with any other student/s.
þ I have correctly referenced all resources and reference texts throughout these assessment
tasks.
þ I understand that if I am found to be in breach of policy, disciplinary action may be taken against
me.
Student signature: ____________________________________________________________________________________
Student name: ________________________________________________________________________________________

ASSESSOR FEEDBACK
Assessors: Please return this cover sheet to the student with assessment results and feedback.
A copy must be supplied to the office and kept in the student’s file with the evidence.
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
Assessor signature: ___________________________________________________________________________________
Assessor name: _______________________________________________________________________________________
Date: _________________________________________________________________________________________________

ASSESSMENT TASK 3: MARKETING POSITIONING STRATEGY
TASK SUMMARY:
You are required to develop a final marketing positioning strategy for your identified market profile.
WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT?
Access to a computer with Microsoft Office or similar program
Access to the internet for research
Marketing positioning strategy template.
WHEN DO I DO THIS TASK?
This task may be done in your own time as homework or you may be given time to do this task in
class (if applicable). Your assessor will advise.
Write in the due date as advised by your assessor: _______________________________________________
WHAT DO I NEED TO SUBMIT? Marketing positioning strategy final (with assessor’s feedback incorporated).
WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?
If your assessor sees that you did not complete all parts of the task completely and satisfactorily,
the details of resubmission will be discussed with you. You will only need to redo the parts of the
task that were incorrect; however you will need to resubmit the entire assessment.
INSTRUCTIONS:
Complete the following activities:
1. Based on the research and analysis that you undertook in Assessment Task 2, develop a
marketing positioning strategy using the template provided to you by your assessor. Your final
positioning strategy must address the company's business objectives, marketing plan or
information and their marketing policy.
8. Your marketing positioning strategy should address:
An introduction to the company including the required information
A statement of the company's unique selling position.
Market position – Describe the company’s position, for example, where the products/ services fit
into the market such as high-end, competitive or low cost.
Describe the positioning strategy you have developed and recommended in Assessment task 2.
Describe options for the marketing mix (positioning implementation plan) for your business,
including:
 A description of the product or service, including its key features and benefits to
customers.
 A description of the distribution channels that could be used.
 Options for a pricing strategy.
 Options for promotional activities for the business and its product/services.
Document at least two to three options for each aspect of the marketing mix.