Marketing Plan for BizOps Enterprises

This assignment requires the development of a comprehensive marketing plan for BizOps Enterprises. Students must evaluate market opportunities, utilize ethical marketing strategies, and outline costs, schedules, responsibilities, and accountabilities. The project is assessed based on several criteria including the use of a marketing mix, justification of objectives and tactics, and adherence to legal and ethical guidelines.

Student Name:Arshdeep singh
Intellectual property statement
Aspire Training & Consulting (ABN 51 054 306 428).
The intellectual property of the assessment resources reproduced here remains with
Aspire Training & Consulting.
Purchasers may customise, contextualise or adapt the assessment resources, and copy
them as required. Purchasers may make the assessments available to staff members within
their organisation or campus, and to relevant students.
The following statement must accompany any instance of a customised, contextualised
or adapted assessment resource:
“This assessment is based on assessment activity [number] / final assessment from the
assessment resource for [unit code and title] provided by Aspire Training & Consulting. The
intellectual property of this assessment remains with Aspire Training & Consulting.”
Purchasers must not on-sell the assessment resources, or make the resources available to
other organisations.
Aspire Training & Consulting invests significant time and resources in creating its original
products, and reserves its legal rights to claim its loss and damage or an account of profits
made resulting from infringements of its intellectual property.
BSBMKG609 – Develop a Marketing Plan
Student Name: Arshdeep singh
Aspire is committed to developing quality resources that meet the needs of our customers. However, occasionally Aspire
finds, or is notified of, errors. Please refer to our website at www.aspirelearningresources.com.au to see if there are any
updates that may be relevant to you.
Every effort has been made to ensure the information in this resource is accurate; however, the author and publisher
accept no responsibility for any loss, damage or injury arising from such information.
Except where an information source is acknowledged, the names and details of individuals and organisations used in
examples are fictitious and have been devised for learning purposes only. Any similarity to actual people or organisations is
unintentional.
All websites referred to in this resource were accessed and deemed appropriate at time of publication.
Aspire Training & Consulting apologises unreservedly for any copyright infringement that may have occurred and invites
copyright owners to contact Aspire so any violation may be rectified.
BSBMGT615 Contribute to organisation development, Release 1 – Assessments
© 2015 Aspire Training & Consulting
Level 8, 409 St Kilda Road
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 1 of 50

Student Name:Arshdeep singh
MELBOURNE VIC 3004 AUSTRALIA
Phone: [phone]
First published August 2015
ISBN 978 1 74349-989 4
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 2 of 50

Student Name:Arshdeep singh
Students are only to complete Learning checkpoint question when directed by their trainer
Learning checkpoint 1
Devise marketing strategies
This learning checkpoint allows you to review your skills and knowledge in devising marketing
strategies.
This learning checkpoint allows you to review your skills and knowledge in developing an
organization development plan.
Part A
1. You work as the marketing manager for a Queensland island tourism resort. The site is 15 years
old. Accommodation bookings from domestic and international customer segments have
declined in the past six months, yet visitor numbers to the island have increased. What is the
stage of the product’s life cycle?
There are four stages in a life-cycle of a business. The stage at which Queensland island tourism
resort has reached is the decline stage. This is because, at this stage the sales volumes start
declining despite growth in the industry. After fifteen years of operations, Queensland island
tourism has already undergone the four stages of introduction, growth, maturity and decline.
At this stage where sales have declined for the past six months and the maturity stage had
come to an end and hence decline stage had set in.
2. An alliance between a software manufacturer, a major sports league and a major television
network is what type of alliance?
This type of alliance of is known as intersectional alliance. In this type of alliancecompanies that are
not in the same line of business or industry or vertically relatedand come together to form an
alliance1. The firms have completely different markets and know how?
1.Don Debelak, Streetwise Marketing Plan (Holbrook, Mass.: Adams Media, 2000).
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 3 of 50

Student Name:Arshdeep singh
3. Define a ‘feasible’ marketing plan.
A marketing plan is a plan of action that is practical and achievable to help market a product or a
service in a particular market segment2.In addition to this, a feasible marketing plan must be
supported with the necessary resources of the organization. A feasible market plan combines the
four P`s of marketing in such a manner that it is able to achieve the objectives of the organization.
4. Buzz Electronics is a retail store. It will discount the prices of some brands of televisions next
month. Purchasers of those products will be offered instant sign-up to pay television network
TV-ME with the first month of a 12-month subscription free. What is this pricing strategy best
described as?
Bundle pricing strategy is the method of pricing used by Buzz Electronics. This is strategy
focuses on captive products accompanying core products3. The captive product in this case
is the subscription of TV-ME while the core product is the TV. Once a customer uses TV-ME
for the first time, it will be highly unlikely that they will switch to another product and hence
contributing to increased future revenues.
5. TV-ME’s promotion through Buzz Electronics is one of several promotions TV-ME is running
through retailers in Australia in the same month. What marketing metric could TV-ME use to find
out how effective the subscription promotion has been with Buzz Electronics?
In order to determine the effectiveness of the subscription promotion, TV-ME needs to find
the percentage increase in Buzz Electronics sales. It is done by determining the new sales
volumes after introducing the promotion less the sales before the beginning of the
promotion and then multiplied by 100. This help TV-ME determine whether or not the
promotion has met the target.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 4 of 50

Student Name:Arshdeep singh
2.Phani Tej Adidam, Sampada Gajre and Shubhra Kejriwal, "Cross Cultural Competitive‐
Intelligence Strategies", Marketing Intelligence & Planning 27, no. 5 (2009): 666-680.
3.Georgios Tsimonis and Sergios Dimitriadis, "Brand Strategies In Social Media", Marketing
Intelligence & Planning 32, no. 3 (2014): 328-344.
Part B
Read the case study, then answer the questions that follow.
Case study
Buzz Electronics competes with My-HiFi and Marvin Shorman, among other retailers. Its leading product
category is electronic games and the leading item in this category is games consoles. This category brings in just
over $2 million in sales revenue per annum. The primary customer segment for the category is males aged 20 to
45 years. The next largest customer segment for the category is females aged 20 to 25 years. The same product
category and items (electronic games and games consoles) are sold in competitor stores.
1.What information is needed to identify marketing opportunities for the leading product category
at Buzz Electronics?
In order to identify the market opportunities for electronics games made by Buzz Electronic, the
company needs to carry out market research to determine geographic areas where the
competitors have not exploited in terms of distribution4. Buzz electronics can also target a
different market segment such as that of kids in order to exploit the opportunities in the market.
The company also needs to determine, unmet demand for male and female buyers, buyer
motivations competitor pricing and competitor value propositions.
2. Assuming that gaming is a global growth industry, what opportunities does Buzz Electronics have
to build and retain profitable customer relationships? Consider broad-level marketing options
and explain the reasons for your answer.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 5 of 50

Student Name:Arshdeep singh
In order to retain a profitable customer relationship, Buzz Electronics needs to keep innovating and
differentiating products.
4.Y. Petit, "Advancing Project And Portfolio Management Research: Applying Strategic
Management Theories", Strategic Direction 28, no. 9 (2012).
Learning checkpoint 2
Plan marketing tactics
This learning checkpoint allows you to review your skills and knowledge in planning marketing
tactics.
Part A
1. The purpose of tactical planning is to improve the execution of which of the four Ps?
The purpose of a tactical plan is to improve the execution of promotion aspect of the four P`s of
marketing. A tactical plan elaborates the strategies and tactics a business will use to promote its
products in different market segments.
6. What is a tactical plan?
A tactical plan is a set of steps and actions required to achieve a goal listed in a strategic plan.
7. What kind of monitoring do marketing professionals who coordinate the execution of
promotions need to do?
Marketing professionals coordinating execution of marketing promotion need to monitor the
effectiveness of the message carried through various promotion methods. They need to
continuously access whether the method had achieved objectives in order to cut on cost of
promotion and focus on appropriate areas.marketing professionals also need to monitor messages
to legal and ethical breaches. He also ensures that the advertising standards are met.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 6 of 50

Student Name:Arshdeep singh
8. Avoiding cost overruns on promotion strategies requires marketing professionals to do what?
Marketing professionals should focus on promoting products through methods that are cheap
but effective. Marketing professionals should also understand the timing when they should
terminate the messages in order to keep the costs low. Preparation of work schedules,hiring
suppliers and having a having a legal officer to offer legal guidance related to marketing.It is also
important to get approval from the manager before distributing the materials in the market.
5.John McGee, Strategic Management (Chichester: Wiley, 2014).
Learning checkpoint 3
Prepare and present a marketing plan
This learning checkpoint allows you to review your skills and knowledge in preparing and presenting
a marketing plan.
Part A
1. The section of the marketing plan that explains how the marketing objectives will be achieved is
Known as what?
The section of the marketing plan that explains how the marketing objectives will be achieved is
known as the marketing mix. The product benefits, product price, placement of the product,
promotion mix, people and processes all contribute to the achievement of the marketing objectives.
2. The section of the marketing plan that puts a marketing strategy into context with the rest of
the business is called what?
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 7 of 50

Student Name:Arshdeep singh
The section of the marketing plan that puts a marketing strategy into context with the rest of the
business is called the mission, vision and current situation. The marketing strategy is linked to
organisational objectives and current business strategy. The goals and objectives of the organization
have to be aligned with the strategy of the company.
9. A marketing plan is usually prepared for a particular time period. What is this?
A marketing plan for a company should be for a financial year which is at least 12 months period
and utmost 3 years. This is because there are many changes in the internal and external
environment of the business that needs to be addressed in the marketing plan6.
Part B
Read the two scenarios, choose one of them and then prepare a Word document or PowerPoint
presentation outlining either the information you need to obtain (Scenario 1) or the research that
you need to do (Scenario 2) in order to prepare a marketing plan. Your document must explain at
least six different types of information that will be needed.
6.Fred R David and Forest R David, Strategic Management, n.d.
Scenario 1
Matrix Pharmacy is a retail store in a medium-sized shopping centre. It sells a number of product categories
including infant products, beauty products, feminine hygiene products, nutritional products (vitamins), over-the-
counter medicines and prescription-only pharmaceuticals. To date, the owner of the pharmacy, Mike Matrix, has
not used a marketing plan. His store is adjacent to a medical clinic on the top floor of the centre, so many of his
customers are patients from the clinic who buy prescriptions and other
Products. The retail prices for all his products are the recommended retail prices listed in the suppliers’ product
catalogue`s. Another pharmacy has just opened in the shopping centre. Mike needs to be more strategic about
his business, so he hires you to review his business, and develop a marketing strategy.
1.What information do you need to obtain from Mike and/or other sources in order to do this?
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 8 of 50

Student Name:Arshdeep singh
In order to develop marketing strategies, Mike needs to obtain information concerning the
following7:
The sales volumes of the business for the last five years
Profit margins made by the company?
Products offered by Matrix Pharmacy.
The details of product differentiation
What are the prices that Matrix Pharmacy sells to customers?
What are the products being offered by the competitor and which pricing strategy does he
use?
The promotional methods used by the competitors.
What are the goals and objectives of the company?
Scenario 2
You have arranged to meet with a new client, Mr Regus, to discuss the information you need to obtain in order
to prepare a marketing plan. Mr Regus is happy to meet with you, but he is frustrated that you have not already
written the marketing plan.
7.Tatjana Mamula, "Role Of Marketing Metrics In Strategic Brand Management", Marketing
43, no. 1 (2012): 49-61.
2. How do you communicate with someone who does not understand the strategic marketing
process and the amount of work that needs to be done to prepare an effective marketing plan?
Answer:
A communication approach that is best understood by Mr Regus is used. This involves the use of simple language and
non-verbal cues that will ensure that the intended message reaches the recipient. Simple marketing terms that Mr
Regus understands needs to be used. I would also ensure that I give Mr Regus a chance to express himself and to give
information that is needed to be included in the plan and how the plan needs to be prepared in order to meet the goals
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 9 of 50

Student Name:Arshdeep singh
and objectives of the company. A lot of market research will need to be done in order to understand the market and the
competitors. This will be instrumental in designing strategies that are focused on countering those of the competitors
and also which are in line with the company objectives. New opportunities in the market needs to be identified and
ways of exploiting these opportunities will need to be identified in earnest. The challenges that are expected during the
implementation period also have to be identified and this explains why preparing the marketing plan takes considerable
amount of time.
8.Mitsuru Kodama, "Boundaries Innovation Through Knowledge Convergence-Developing
Triad Strategic Communities", Technology Analysis & Strategic Management (2017): 1-16.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 10 of 50

Student Name:Arshdeep singh
Final assessment
How to work through this final assessment
This final assessment is designed to assess your performance of competency for the unit
BSBMGT615 Contribute to organisation development, Release 1. Your assessor or workplace
supervisor will help you fully understand assessment requirements for this unit.
The features of this final assessment are detailed in the following table.
Feature of the assessment
resource
Explanation
Assessment information
and scope
This section provides details of the unit of competency covered, setting out
information about the aims of the unit, what areas are covered, how the
assessment tasks must be completed and how the assessment is conducted.
Are you ready for
assessment?
This section provides you with the opportunity to self-assess your performance,
to ensure that you are ready to commence the assessment process.
Final assessment overview This section provides an outline of the final assessment tasks to be covered,
including options available.
Assessment plan You can confirm exactly which tasks and options you will complete using the
assessment plan. Your assessor will discuss the various options with you and may
also customise the assessment tasks to suit specific requirements where needed.
Final assessment tasks This section outlines the final assessment tasks in detail, including the relevant
documentation you need to complete and submit along with your final
assessment tasks.
Record of outcome As you progress through the final assessment tasks, your assessor will use the
record of outcome to confirm your performance and provide relevant advice and
feedback.
Further information
Before you commence your final assessment tasks, you should review the information provided by
your training organisation about assessment. You should not commence your final assessment tasks
until you have read and understood this information.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 11 of 50

Student Name:Arshdeep singh
Assessment information and scope
Who is the final
assessment designed for?
The final assessment is designed for candidates to demonstrate their competency
having completed formal learning experiences in this unit. Candidates may be in a
real or simulated workplace environment. Candidates may be undertaking the
unit in a range of learning situations, including private study, via a traineeship
arrangement or via other workplace-supported means.
What are the aims of the
final assessment tasks?
This unit describes the skills and knowledge required to contribute to the creation
of an organisation development plan which ensures that the organisation will
become more effective over time in achieving its goals. It applies to individuals
with organisation wide responsibilities who are critically involved in shaping and
focussing the organisation to that it can adapt to new technologies, challenges
and markets.
The key outcomes are:
• Develop organisation development plan
• Implement organisation development activities
• Maintain organisation development program
Prerequisites and
co-requisites
None
Legislative and licensing
requirements
No licensing, legislative or certification requirements apply to this unit at the time
of publication.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 12 of 50

Student Name:Arshdeep singh
Are you ready for assessment?
You must ensure that you are ready to begin the final assessment. Complete the following self-
assessment checklist to confirm that you hold the skills and knowledge required and feel ready to
undertake a successful final assessment.
Topic Key outcomes
I am able to perform skills
and demonstrate
knowledge satisfactorily in
the following tasks.
❑ Topic 1 Devise marketing
strategies
❑ 1A Evaluate marketing opportunities
that address organisational objectives
and evaluate their risks
❑ 1B Develop marketing strategies that
address strengths and opportunities
❑ 1C Develop increased resources and
expertise to identify existing gaps
between, marketing capabilities and
objectives
❑ 1D Develop feasible marketing
strategies and communicate reasons
that justify their selection
❑ 1E Ensure strategies align with the
organisation’s strategic direction
❑ 1F Develop marketing performance
strategies to review the organisational
market performance
❑ Topic 2 Plan marketing tactics ❑ 2A Implement marketing strategies in
terms of scheduling, costing,
responsibilities and accountability
❑ 2B Identify coordination and
monitoring mechanisms for scheduled
activities
❑ 2C Ensure tactics are achievable
within an organiation's projected
capabilities and budget
❑ 2D Ensure tactics meet legal and
ethical requirements
❑ 2E Use tactics and performance
review processes to adjust marketing
targets and budgets
❑ Topic 3 Prepare and present a ❑ 3A Ensure a marketing plan meets and
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 13 of 50

Student Name:Arshdeep singh
marketing plan incorporates organizational marketing
objectives, approaches and strategic
mix
❑ 3B Ensure a marketing plan contains a
rationale for objectives and
information that supports strategic
choices
❑ 3C Present a marketing plan for
approval in required format and time
frame
❑ 3D Adjust a marketing plan in
response to feedback and implement
it within required time frame
If you have covered and feel confident in all of these areas, you are ready to proceed to the final
assessment.
Before you commence the assessment process, discuss with your assessor or workplace supervisor
any areas you do not feel confident in or have not covered.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 14 of 50

Student Name:Arshdeep singh
Final assessment overview
To demonstrate your competency using this final assessment you must successfully complete three
assessment tasks.
Complete the following
task
• Part A – Questioning
You will demonstrate a sound knowledge of the unit requirements in your
responses.
Select and complete one of
the following
• Part B – Project: Developing a marketing plan at BizOps Enterprises
You will demonstrate your skills and knowledge by completing a scenario-based
project.
And
• Part C – Project: Contributing to organization development use Case Study
supplied by your Trainer/Assessor
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 15 of 50

Student Name:Arshdeep singh
Assessment plan
Complete the following form with your assessor.
Training organisation
name: Shafston House College
Learner name: Arshdeep singh
Phone number: 0406230175
Email: [e-mail]
Assessor name:
Unit(s) of competency: BSBMKG609 Develop a marketing plan, Release 1
Assessment parts selected: Part A – Questioning
Complete the following:
❑ Part B – Project: Developing a marketing plan at BizOps Enterprises
❑ Part C – Project: As instructed by your Trainer/Assessor
❑
Ready for assessment
declaration:
I confirm that the purpose and procedures of this assessment have been clearly
explained to me. I have been consulted about any special needs I might have in
relation to the assessment process. The criteria to be used for this assessment
have been discussed with me, as have the consequences and possible outcomes
of the assessment.
I have accessed and understand general assessment information as provided by
my training organisation.
I have been given fair notice of the date, time, venue and other arrangements for
this assessment. I have completed a self-assessment of my performance of the
skills and knowledge for this unit and confirm that I am ready for assessment.
Learner signature:
Date:
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 16 of 50

Student Name:Arshdeep singh
Final assessment tasks
Part A – Questioning
Purpose You will demonstrate a sound knowledge of the unit requirements in your
responses.
Instructions to the
candidate
All questions must be answered satisfactorily for Part A to be completed
satisfactorily.
There is no restriction on the length of the question responses, or time restriction
in completing the assessment.
You must complete all questions unassisted by the assessor or other personnel,
but may refer to reference material as needed.
Resources required The question responses section is the only resource required for this questioning
assessment to be completed.
Assessment conditions Assessment must be conducted in a safe environment where evidence gathered
demonstrates consistent performance of typical activities experienced in the
management and leadership field of work and include access to:
• relevant legislation and regulation
• workplace documentation and resources
• case studies, and where possible, real situations
• interaction with others.
Assessors must satisfy NVR/AQTF assessor requirements.
Reasonable adjustment If you do not wish to respond to the questions in written form, an interview may
be used as an alternative approach if negotiated with your assessor.
Candidate to complete
Candidate name: Arshdeep singh
Date of assessment:
Assessment declaration: I declare that no part of this assessment has been copied from another person’s
work, except where clearly noted on documents or work submitted.
I declare that no part of this assessment has been written for me by another
person. I understand that plagiarism is a serious offence that may lead to
disciplinary action by my training organisation.
Candidate signature:
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 17 of 50

Student Name:Arshdeep singh
Question 1: Describe five steps that you would take to develop a marketing mix that meets all the
following requirements:
• Aligns with organisational objectives
• Is within the organisation’s capability to implement
• Is feasible
Does not pose legal or ethical risks to the organisation
Answer: A fruitful advertising blend can be produced utilizing following five stages:
a. Situational Analysis: It requires a short comprehension of the objective market and
rivals in the market for a viable promoting blend. We ought to have the capacity to list our
qualities, shortcomings, openings and dangers. We ought to investigate the
socioeconomics
also, attributes of our potential clients.
b. Advertising rationality and situating articulation: A reasonable showcasing logic that
sees advertising as a venture ought to be readied. The significance of advertising
ought to be passed on through the advertising rationality. Alongside the logic, a
situating articulation that makes an intense picture of the items and administrations in the
psyche of the clients ought to likewise be set up by characterizing the advantages and
uniqueness
of our items and why our items are imperative.
c. Characterizing Unique Selling Proposition: We ought to unmistakably plot and portray
the expressed
advantage our item has for the clients and give effective data concerning why
the clients should purchase the item to guarantee our claim. A concise presentation of the
item utilizing points of interest of its extraordinary highlights, particular esteems to the
clients ought to be
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 18 of 50

Student Name:Arshdeep singh
given.
d. Decide objectives and Objectives: We ought to painstakingly break down what we need
fulfill
from the items and administrations we are putting forth and what our authoritative targets
are. We ought to guarantee our objectives and targets are Specific, Measurable, Attainable,
Sensible and Timely (S.M.A.R.T).
e. System and Tactics: Strategy is the course to accomplish mission and strategies are the
activities
to be gone up against the course to accomplish the mission and objectives. On the off
chance that the objective is to increment
organization's image mindfulness, the technique can be to expand the quantity of clients
utilizing that brand and the strategies can be the special activities through appropriate
media and
giving accommodating tips to utilizing those items. We ought to break down the valuing of
comparable
items and how comparative items are offering, put where the item will be
showcased, which limited time methods, for example, publicizing, deals and special
occasions to be utilized.
Trainer Feedback Close think about
• Identify organisational strategy (high-level strategy for
competitive advantage).
• Identify organisational objectives – profit target; target for
shareholder return.
• Identify business unit strategy – the unique value of the products
or services and which customer markets the products or services
are sold to; sales target per market.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 19 of 50

Student Name:Arshdeep singh
• Determine the life cycle of products and services and what
marketing options are appropriate for the stage of life cycle
(customer acquisition, customer retention).
• Identify and understand customer value perceptions of the
products or services and comparative perceptions of
competitors’ products or services (either from own company
research or from purchased research data).
• Identify areas of dissatisfaction with competitors’ products or
services and areas of unmet need that can be exploited (find
marketing opportunities).
• Do a SWOT analysis to identify strengths and weaknesses of the
organisation and any opportunities in the external environment,
as well as threats (find marketing opportunities).
• Consider opportunities for market development, market
penetration, product development or diversification (find
marketing opportunities).
• Write specific, measurable marketing objectives.
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 2: Marketing opportunities can be identified for products and services through analysis of
four growth options. Name these options and briefly explain them.
Answer: The four development choices that can recognize the showcasing open doors for the items
and
administrations are:
a. Market Penetration Strategy: This development alternative is valuable and connected if
there should be an occurrence of current
items and markets. It is favored when the concentration is to pitch to a greater amount of
existing
item to the clients. It concentrates on pitching items to clients like our
existing clients who are purchasing from our rivals. It concentrates on making more
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 20 of 50

Student Name:Arshdeep singh
client esteem by utilizing existing assets and abilities yet with higher force.
b. Item Development Strategy: This development alternative is connected to distinguish the
open doors for new items. It concentrates on supplanting the current items with new
items that can meet the new and changing needs of the clients and including
reciprocal items to the fundamental items. It is expected to pull in increasingly and new
rivals in the market.
c. Market Development Strategy: This development choice is utilized to distinguish the
open doors
for the current items in the new market. It concentrates on new promoting and
dispersing channels, entering new geographic area and finding new clients for
the current items. It can be utilized to go to the old clients with motivators like
rebates and deal offer.
d. Expansion: This development choice recognizes the open doors for new items in the
new market. It concentrates on new items to the new clients. It is a hazardous
development
alternative however in the event that it is effective, the benefit is sufficient to lessen
general dangers. It is likewise known
as suicide cell. It can be of three sorts – broadening into related market,
expansion into disconnected market utilizing existing assets and capacities, and
enhancement into irrelevant markets with new assets and capacities.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 21 of 50

Student Name:Arshdeep singh
Trainer Feedback satisfactory
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 3: If an organisation is struggling to gain a larger share of a market and has maximised its
marketing resources, what other options does it have to generate new business?
Answer: Following choices can help a battling association to produce new business:
a. Going Online: An association can go on the web and play out its business exercises on
the web. This can
help produce new business thoughts and henceforth new business too.
b. Outsourcing: With the assistance of outsourcing, there can be change in the nature of
the
item and cost effectiveness can likewise be accomplished now and again which can help
create new
business for the association.
c. Benchmarking: By following on the strides of the effective associations in the same
business line can produce new business. Contrasting the exercises and the best
contender can help enhance inside and outside elements of the association and
subsequently
create another and better business.
d. Voyaging and Meeting New People: Traveling resembles encountering new thoughts and
consequently gathering
them subsequent to examining with new individuals. It creates and define new business
ideas prompting new business.
e. Changing the situating and dispersion procedures: similar clients can be made
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 22 of 50

Student Name:Arshdeep singh
happy with similar items by changing the situating systems and dissemination
systems. Successful showcasing blend can help hold the clients and afterward produce new
business with recently outlined items.
Trainer Feedback There are two options: strategic alliance and virtual organisation.
A strategic alliance involves finding a partner organisation that can
help to do one or more of the following:
• Create a vertical supply chain (logistics alliance).
• Increase promotional reach into new markets (promotional
alliance).
• Lower prices to prospects in the market; that is, co-package
products to share the burden of a price discount (pricing
collaboration).
• Outsource production or get someone to produce the product
under licence (product or service alliance) – which reduces the
cost of production.
A virtual organisation could be an online store or web-based service
(for example, design services contracted through the internet).
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 4: You have prepared a marketing plan and will soon present it to stakeholders in your
organisation. What are the possible areas of disagreement the stakeholders may have with
your plan? List four possible issues.
Answer: The conceivable ranges of contradiction by the partners with my arrangement can be as
per the following:
a. Market Segment: The objective clients of the item in the advertising design can be
befuddling. E.g. electrical items where there is no power.
b. Specificity: If the showcasing plan depends on general hypotheses or suspicions with no
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 23 of 50

Student Name:Arshdeep singh
dubious reason, reason and advertising objective, there may emerge an issue of difference.
E.g. increment in deals, pull in youthful clients, and so on go about as general articulations
not particular
while 10% expansion in deals goes about as particular objective.
c. Quantifiability: If the components in the promoting plan are not quantifiable, there
emerges
the circumstance of difference. Issue can emerge on inadequately quantifiable showcasing
objectives
for example, raise mark mindfulness, draw in more clients.
d. Achievability: Reality in the advertising design is fundamental. Showcasing spending plan
and
natural components should bolster the promoting plan and it ought to be achievable in
ongoing condition. A businessperson from a town with bring down economy ought not
set an objective to be an overwhelming businessperson in an aggressive market in upper
economy.
Trainer Feedback Think more along the lines of:
• Feasibility of the marketing plan (whether it can generate enough
sales revenue to offset the costs of production/service provision
and costs of promotion)
• Alignment with the strategic direction of the organisation and
current business strategy (that is, is it targeting the right market?)
• Rationale for the customer value proposition (is it unique and will
it attract prospects in the target customer market?)
• Ethical and legal risks associated with promotion strategies (the
content of the message or media channels used to communicate
the message)
• Adequacy of human resources to carry out the promotion
• Timing of promotion and availability of products or service
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 24 of 50

Student Name:Arshdeep singh
delivery people to meet target market response to promotion
• Expected load on the company’s IT systems
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 5: Name four industry standards and/or laws that you must comply with when implementing
marketing plans. Explain your answer with reference to an actual marketing plan (one from
your organisation or one found from internet research).
Answer: An organization named as Red Carnation, which is a group of luxury hotels has tried
following
service standards:
a. To suggest is to sell and to sell is to serve
b. Whenever possible, call the guests by their name
c. There is no “I” in team
d. Smile and use positive eye contact in every Customer Encounter
e. Practice a “Yes I can” attitude at all times
f. No request too large, no detail too small
g. You spot it, you own it, you fix it, you follow it
h. Discretion and respect are professionalism at its finest
i. First impressions are lasting impressions
Trainer Feedback This is one company’s mission statements the question asks for industry standards or laws
such as:
• Consumer and Competition Act 2010 (Cth) – (consumer
protection; prevention of anti-competitive industry alliances)
• Privacy Act 1988 (Cth) – (handling of people’s personal
information; what needs to be disclosed to people when
collecting information during promotional activities)
• Work Health and Safety Act 2011 (Cth) – (ensuring no harm to
employees or customers from marketing activities)
• Trade Marks Act 1995 – (protection of domain names and
product trade marks from adoption by other organisations)
• Copyright Act 1968
• Age Discrimination Act 2004
• Australian Human Rights Commission Act 1986
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 25 of 50

Student Name:Arshdeep singh
• Disability Discrimination Act 1992
• Racial Discrimination Act 1975
• Sex Discrimination Act 1984 – (marketing promotion free of bias
on the basis of age, race, gender, disability etc.)
Australian Association of National Advertisers (AANA) code of ethics
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 6: You are the marketing manager and you have a new marketing assistant joining your team.
Describe what information you need to communicate for the new assistant to understand:
• how the marketing department contributes to the organisation’s business
direction
• marketing strategies
• legal responsibilities of marketing and work procedures to ensure marketing
activities are done ethically, legally and within the financial resources and human resource
capabilities of the organisation.
Answer: As a showcasing supervisor, it is my obligation and obligation to educate another
representative about the
association and showcasing exercises to him or her. I would convey following data to the
new showcasing right hand:
a. Significance of showcasing exercises: First of all, the concise presentation on what
promoting is for an
association ought to be clarified on the setting of possess association. I will depict how
showcasing gives a manual for the workers and association itself to push forward towards
victory. I will clarify that showcasing is the base for business exercises as without
advertising, a
business ends up noticeably unfit to enter the market appropriately.
b. Promoting strategies: I will clarify about the advertising arrangements and things to be
considered while
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 26 of 50

Student Name:Arshdeep singh
setting up an advertising design and keeping in mind that executing those plans.
c. Do's and Don'ts in the promoting division: I will clarify about the principles and controls
of
the promoting division, significance of correspondence, need of data and what ought to
be maintained a strategic distance from in the promoting office.
d. Things to consider while planning and executing a showcasing plan or procedure
This data will be given amid the probation and preparing period so that the
newcomer is completely mindful about the objectives and targets of the association. I will
attempt to give
this data for all intents and purposes by demonstrating the outcomes when conceivable.
Trainer Feedback The necessary information includes:
• Organisational strategy (how the organisation gains competitive
advantage i.e. low cost, differentiation or niche focus)
• Key products or services and their customer markets
• Current marketing strategies for those key products or services
(market development, market penetration, product development
etc.)
• Laws such as the Consumer and Competition Act, Privacy Act,
Spam Act etc.
• Advertising standards for honest, non-offensive and non-
discriminatory advertising content
• Work procedures for hiring and managing suppliers, ensuring
promotional messages are vetted by someone with legal
knowledge
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 7: Once a marketing plan has been approved, who in the organisation needs to receive a copy
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 27 of 50

Student Name:Arshdeep singh
of the plan? How will you distribute the plan? Reference your own organisation or an
organisation you are familiar with in your answer.
Answer:
An approved marketing plan is a guide to continue the activities in the market effectively. It
should
be well communicated within the organization so that we can gain the coordination and
cooperation of
all the employees and stakeholders. The copy the approved marketing plan should be
provided to
following stakeholders:
CEO, General Manager or Managing Director
Board of Directors
Marketing management Committee
Production manager
Sales Manager
Implementation Officer
In order to distribute the plan, a board meeting or general meeting or simply a meeting of
employees
should be conducted and a copy of the plan should be handed over to them. E-mails and
memos along
with notices can also help in distributing the plan. I have been in contact with an
organization in Nepal
(e-zone International) with such tactics.
Trainer Feedback satisfactory
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 8: Name four tactics or mechanisms that a marketing team must use to ensure that
promotions are implemented within organisational capability and without risk to the
organisation.
Answer: Following are a few strategies that an advertising group must use to guarantee that
preparations are
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 28 of 50

Student Name:Arshdeep singh
executed with authoritative ability and without hazard to the association:
a. Quality Assurance: Quality confirmation apparatuses and methods ought to be
connected by the showcasing
group persistently to check whether there are any imperfections in the nature of the
creation.
In like manner, the advertising group should position and advance its items guaranteeing
the quality
according to the creation.
b. Quality Control: The quality control graphs ought to be utilized for controlling the
inadequate items
also, to enhance the generation framework. The promoting group must assess the
delivered things
before advertising them with the goal that the quality can be controlled and the
showcasing strategies can be
effective.
c. Benchmarking: The items ought to be contrasted and the best item in the market with
comparative highlights on the premise of value, benefits, quality, solidness and different
perspectives and after that
influence modifications in the generation to process thoroughly.
d. Planning: The monetary allowance connected to the generation procedure ought to be
kept up legitimately so that
the generation is completed with no loss of deficiency of spending plan to create the items.
Henceforth
constant checking on the costs and spending plan for the generation ought to be finished.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 29 of 50

Student Name:Arshdeep singh
Trainer Feedback • Tactical plan/work schedule for each promotional strategy in the
promotion mix (work schedule lists activities, who will do them,
the date the activities will be done and their cost)
• Procurement policy and procedure to be followed when hiring
suppliers
• Quotations from suppliers before contracting them to do work
• Progress reporting mechanism (e.g. master sheet) to manage
suppliers so they stick to schedules and costs
• Coordination of other people in the organisation to give their
input at the required times
• Establishment of what data other departments will provide, in
what format and how often, so the outcomes of the promotions
can be identified
• Assessment by marketing manager of work schedules and
capability of the team to do all promotions work within the
available human resources (risk assessment)
• Evaluation by marketing manager of monthly marketing
expenditure against costs in work schedules/marketing plans to
see if there is any variance (assessing if expenditure is within the
limits of the marketing budget)
• Review by legal officer or industry association of all promotional
messages before they are launched to the marketplace to
ensure there are no legal risks
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 9: Imagine that you work for a professional services firm. You have identified a marketing
opportunity and requested a meeting with the managing partner to present your
marketing plan. The managing partner does not believe marketing is an investment, so he
takes some convincing to agree to marketing strategies. How would you approach the
meeting so you can obtain approval for your marketing plan? Explain what you would
communicate and how you would do so.
Answer: The most ideal way I can consider moving toward the meeting where I need to persuade
the overseeing
accomplices to consent to the promoting systems is to begin by imparting the need and
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 30 of 50

Student Name:Arshdeep singh
significance of
promoting systems and plans for the achievement of an association. I would endeavor to
utilize cases and
give clear and particular point and goals with expected figured outcomes for the promoting
plan. I
would incorporate after things in my clarification:
a. It achieves our potential clients: With advertising methodologies and approaches, we can
reach
our potential clients and afterward endeavor to distinguish their requirements. It
empowers us to deal with our
generation and make arrangements for creation.
b. It builds deals: Better promoting pulls in more clients and henceforth increment
deals.
c. It picks up organization notoriety: Marketing designs give us rules to enhance our
association with the clients and subsequently help to pick up organization notoriety.
d. It contends in the market: With successful showcasing, we can achieve a striking position
in the
advertise and thus makes us ready to contend in the aggressive market.
e. Makes new thoughts: Marketing helps in research and prompts making of new thoughts
for the
business and to grow the market.
Once the significance and necessities of the showcasing plan are clarified with illustrations,
I would experience
the particular aftereffects of the advertising arrange for that I have distinguished, for
example, 20% ascent in deals and benefit, mark
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 31 of 50

Student Name:Arshdeep singh
attention to extended market to another state, and so on. At that point I would clarify
about the financial plan and
costs brought about for the promoting plan. Along these lines, I would make my turn
towards the endorsement of the
advertising design.
Trainer Feedback Think more about:
What to communicate:
• Financial forecast – what benefits the organisation will get
• How the plan aligns with the business direction/organisational
objectives
• Target market and what information is known about the buyers in
that market
• Information about competitor activity and how the marketing
strategy will deliver to customers better value than competitors
• Timing of promotions to the target market and when the
organisation can expect financial return from those promotions
(which quarter of the financial year)
• Research done to decide on the marketing strategy and the
marketing mix (SWOT analysis, customer research, competitor
research etc.)
How to communicate:
• Marketing strategy scorecard and budget
• Possibly a short slide presentation as a more persuasive form of
communication
Marking: ❑ Satisfactory ❑ Unsatisfactory
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 32 of 50

Student Name:Arshdeep singh
Question 10: Explain the purpose of a work schedule. Briefly describe the information recorded in a
work schedule and how you would go about preparing one.
Answer: A work schedule is a brief description regarding the time of work for an employee. The
primary
purpose of a work schedule is to give employees a prior notice or information about the
time period in
which the employees are considered to work. It might also try to match the workload
coverage by
ensuring the right number of people at work. A work schedule consists of
specific shift length: the time period for a work shift like 8 hour shift or 12 hour shift
work pattern : type of work to be performed and whether it requires a team or individual
to
accomplish the task, day shift or night shift or both
preferred work days: 5 days a week or 6 days a week or preferred days a week
number of employees: what number of employees is required for the job
task details: length of the work or deadline, cooperative or independent, inside or outside
the
organization
In order to prepare a work schedule, we must consider following factors:
a. Size of the company: The number of employees working in a company helps to make
effective
work schedule. For a small organization, work shifts are not necessary and every employee
can
work at the same time. For a huge organization, there is a need for different work shifts.
b. Work hours: We must calculate the overall working hours in order to prepare the work
schedule
so that a working day can be divided into work-shifts.
c. Available tasks: We should identify the available tasks and number of employees
required to do
that task.
d. Breaks: We should consider about the length of the work schedule and provide the
breaks
according to the length of the work.
Trainer Feedback A work schedule is a table or spreadsheet that details exactly how
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 33 of 50

Student Name:Arshdeep singh
the promotion strategy in a marketing plan will be implemented. It
lists the sequence of activities that have to be done, who is
responsible for doing them, what the cost of each activity is and
when the activity has to be completed. The work schedule is a type
of action plan.
• The purpose of the work schedule is to have a transparent
process for implementing the promotions and to be able to work
to that process on a daily basis.
• It enables a marketing manager to know how much effort is
involved in implementing a marketing plan (how much time/effort
of the marketing team is required).
• It gives other people in other departments of the organisation a
schedule of dates when they will need to make input. This is the
same for suppliers involved in the implementation.
• It includes the dates for reviews of work by people who have to
authorise the messages in the promotions (e.g. manager, legal
officer).
• It means everyone knows their part and when they have to do it.
• The work schedule can be prepared as an Excel spreadsheet or
a table in Word.
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 11: What information is obtained or calculated to demonstrate the success of a marketing
plan? Provide five examples.
Answer: Following data is acquired or ascertained to exhibit the accomplishment of a showcasing
plan:
a. Deals Volume: The measure of offers helps in assessing the accomplishment of a
promoting plan. On the off chance that a
promoting plan goes for creating an offer of 5000 items in a month and it accomplishes an
offer of
at least 5000 items inside a month, it is thought to be the accomplishment of a showcasing
plan. Or, then again if
the deal was $100000 in the prior month executing the advertising design and the deals
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 34 of 50

Student Name:Arshdeep singh
after
actualizing the advertising design is $160000 in a month, it is viewed as the achievement of
the
advertising design.
b. Extension: The market reach of the association helps deciding the accomplishment of
advertising
design if the market achieve extends to a bigger region and districts than some time
recently. The business
reach was constrained to a solitary city prior while it has extended to three states after
actualizing showcasing plan, at that point it is the accomplishment of the promoting plan.
c. Client Response: If the clients are obtaining our item more after the
execution of the promoting plan, it exhibits the accomplishment of the showcasing plan.
The
achievement is considered if the clients are happy with our items and supplant other
items with our own.
d. return on initial capital investment: Return on Investment is figured to recognize the
benefit from the venture. It is an instrument to
check how the operational expense is changed over into benefit. Higher ROI indicates
achievement of advertising
design. Assume the ROI was 25% a month preceding the execution of showcasing plan.
After
actualizing advertising design, the ROI came to 38%. It demonstrates the accomplishment
of showcasing plan.
e. Business people: The data from sales representatives decides the achievement of a
promoting
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 35 of 50

Student Name:Arshdeep singh
design. In the event that the reaction from businessperson or if the interest for our items
from the salesmen
builds, say 100 things to 500 things, it is the accomplishment of the advertising design.
Trainer Feedback • Sales revenue
• Sales volume (number of units sold)
• Gross profit
• Number of customer responses to promotion messages
(response rate)
• Number of customer inquiries converted to sales (conversion
rate)
• Number of customers acquired (new customers)
• Number of customers retained
• Frequency and reach of advertising
Other responses include:
• Brand awareness data
• Customer satisfaction levels (if surveyed)
Marking: ❑ Satisfactory ❑ Unsatisfactory
Question 12: You have been the head of a marketing department for three years. How will you
demonstrate the team has continually improved outcomes? Consider all the ways the
marketing team can verify that it contributes to organisational objectives. Include the type
of information you would use as evidence of continuous improvement.
Answer: As a head of the marketing department, I can easily demonstrate that the team has
continually
improved outcomes. In order to provide solid proof and influence, I would use following
information as
evidence:
a. Sales volume over past three years
b. Net profit and income statement
c. Financial reports showing the balance statement
d. Assets and brand equity of the company
e. Market expansion or customers
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 36 of 50

Student Name:Arshdeep singh
f. Distribution channels
g. Production demand and retailers
h. ROI, ITO, NPAT, RTO, DSO, etc.
These financial entities will help to give a detail of the continuous improvement. Apart from
it, I would
show them the charts of progress, share value and the value of the company in the market
to associate
the market plan with the organizational objectives as the basic contributor.
Trainer Feedback Satisfactory
Marking: ❑ Satisfactory ❑ Unsatisfactory
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 37 of 50

Student Name:Arshdeep singh
Part B – Project: Contributing to organisation development at BizOps Enterprises
Purpose You will demonstrate your skills and knowledge by completing a scenario-based
project.
Task overview and context You receive an email from Sean Bamford, Managing Director: Business
Operations.
Subject: Your new role at BizOps Enterprises
Hello,
At As you may already be aware, Liz Hitchens, our Marketing Manager, will be
taking 12 months of maternity leave commencing immediately. You have been
recommended by Tony, your line manager, to take on this role in her absence
with the title of Acting Marketing Manager.
Your first task in this role is to prepare a 12-month marketing plan ready for an
executive management team meeting in three weeks’ time. The plan should
address the BizOps marketplace and should be in a format appropriate for the
organisation.
Please refer to the document outlining the outcome of this year’s market world
research, provided below. Refer to the ‘Instructions to the candidate’ section that
follows for a detailed list of tasks that you will need to complete for this
marketing plan.
.Regards,
Sean Bamford
Managing Director: Business Operations
BizOps Current market world research
BizOps currently has 150 stores Australia-wide, seven warehouse facilities and a
head office. At present there are a number of issues and working conditions that
are contributing to the organisation’s market share.
These are the main performance issues that you will need to address within the
BizOps marketing plan:
• Household income survey indicates a 23% decline in disposable income due to
an increase in interest rates.
• Political and legal findings indicate that BizOps employees are working longer
hours.
• There is a political emphasis on economic growth.
• There is new legislation relating to labelling requirements on all products
delivered to BizOps customers.
• World industry report findings indicate that large supermarket chains are
planning to introduce a range of smartphone applications.
• The world industry report has reported an evolving need for satisfaction being
sought by buyers in the electronics market.
• Market world research shows that 57% of BizOps customers now prefer to
order products online.
• Visits to bricks-and-mortar stores for products are declining and in-store sales
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 38 of 50

Student Name:Arshdeep singh
have dropped by 37% in the past quarter.
• Market world research has reported a 28% material shortage due to overseas
drought conditions, making 23% of BizOps products temporarily unavailable.
• The industry report shows an 18% expansion by other electronic chains – both
interstate and internationally.
• Strategies adopted by each major competitor have created a price war.
• Overall sales have decreased by 22% as a result for the fight for market share.
Instructions to the
candidate
You will need to access and use the following BizOps Enterprises documents and
templates:
• Marketing plan template
• Company business plan
• SWOT analysis template
• Marketing strategy scorecard template
• Work schedule template
See the ‘Resources required’ section for how to access these.
Complete the following tasks. Tasks 2–7 can be either included as part of the
marketing plan, or as appendices at the end of the document.
1. Using the marketing plan template, create a 12-month marketing plan to be
presented to the executive management team in a meeting. Consider the
following when creating your marketing plan:
• Prepare any additional communication tools necessary to persuade
stakeholders in your organisation of the benefits of the marketing plan.
• Review the company business plan to identify organisational mission, business
growth strategy and goals, products, customer markets and marketing strategy.
Pay attention to target customer segments and the product categories for those
segments.
• Review the marketing strategy and elements of the marketing mix as described
in the business plan. Is it an effective marketing strategy and marketing mix?
2. Complete a SWOT analysis using the SWOT analysis template. Identify
marketing opportunities.
3. Decide on three marketing objectives for the flagship products and develop a
marketing strategy scorecard for the next 12 months using the marketing strategy
scorecard template. Consider your responsibility for ethical and legal marketing.
Which laws and industry standards need to be taken into account? Amend the
marketing strategy scorecard accordingly.
4. Prepare a work schedule using the work schedule template. What processes
need to occur for the marketing team to gain support of other departments to
implement the marketing plan and who needs to be involved?
5. Develop a budget, including sales revenue forecast. Consider whether you need
to take into account the risks of implementation and factor those into your
budget. Prepare the budget in Microsoft Excel.
6. What will be the performance metrics for the marketing plan? How will you go
about obtaining the data to do these metrics?
7. Prepare a presentation to communicate the rationale. Ensure your rationale
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 39 of 50

Student Name:Arshdeep singh
includes:
• how the marketing plan contributes to the company business plan
• how you came to decide on the marketing objectives
• the basis of your sales revenue forecast and marketing expenditure forecast;
how you came to your return on investment figure
• the performance metrics you will use to measure the outcomes of
implementing the plan
• the human resources required to implement the plan
• the procedures you will undertake to ensure the marketing plan is implemented
without ethical or legal risk to the company.
The final documents you submit for assessment will be assessed using the project
criteria provided.
All project criteria outlined must be covered satisfactorily for Part B to be
completed satisfactorily.
You must complete the project unassisted by the assessor or other personnel, but
may refer to reference material as needed.
Resources required The following materials are required for this project to be completed:
Business technology, including a computer, internet access and spreadsheet
software
BizOps Enterprises documents and templates (these can be
accessed the following the web links):
- marketing-plan-template.docx http://chilp.it/52adf11
- company-business-plan.pdf http://chilp.it/eb45dfd
- SWOT-analysis-template.docx http://chilp.it/77e86d6
- marketing-strategy-scorecard-template.docx
http://chilp.it/37eac3a
- work-schedule-template.docx http://chilp.it/592fa23
Assessment conditions Assessment must be conducted in a safe environment where evidence gathered
demonstrates consistent performance of typical activities experienced in the
management and leadership field of work and include access to:
• relevant legislation and regulation
• workplace documentation and resources
• case studies, and where possible, real situations
• interaction with others.
Assessors must satisfy NVR/AQTF assessor requirements.
Reasonable adjustment If you are unable to undertake the project assessment as designed, a further
scenario/project may be used as an alternative approach if negotiated with your
assessor.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 40 of 50

Student Name:Arshdeep singh
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 41 of 50

Student Name:Arshdeep singh
Candidate to complete
Candidate name: Arshdeep singh
Project submitted: I have produced and provided the following:
A 12-month marketing plan
The following documents, either included in the marketing plan
or as appendices:
• SWOT analysis
• Budget
• Marketing strategy scorecard
• Work schedule
• Rationale
Assessment declaration: I declare that no part of this project assessment has been completed from
another person’s work, except where clearly noted on documents or work
submitted.
I declare that no part of this project assessment has been produced for me by
another person. I understand that plagiarism is a serious offence that may lead to
disciplinary action by my training organisation.
Candidate signature:
Date:
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 42 of 50

Student Name:Arshdeep singh
Assessor to complete
The project meets the following requirements:
Satisf
actor
y
Unsa
tisfac
tory
P1 Evaluated marketing opportunities
P2 Used marketing strategies that addressed existing strengths and opportunities
P3 Developed resources and expertise as needed to meet objectives
P4 Used marketing tactics that were legal, ethical and achievable and could be reviewed
P5 Illustrated costs, scheduling, responsibilities and accountabilities for tactics
P6 Used strategic marketing approaches and marketing mix
P7 Used rationale for objectives and chosen strategies and tactics
Feedback: All project criteria must be satisfactorily demonstrated by the candidate. The
project assessment has been confirmed:
❑ Satisfactory ❑ Unsatisfactory
❑ ❑
Please include recommendations for future training in cases where the candidate
has not satisfactorily achieved all criteria:
Declaration: I declare that this project assessment has been conducted as per the training
organisation’s assessment procedures and the instructions provided for this
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 43 of 50

Student Name:Arshdeep singh
assessment task, and that I have provided appropriate feedback to the candidate.
Assessor name: Chris Eades
Assessor signature:
Date marked:
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 44 of 50

Student Name:Arshdeep singh
Part C – Project: Contributing to organisation development at work
Purpose You will demonstrate your skills and knowledge by completing a project as
directed by your Trainer/Assessor
Task overview and
instructions to the
candidate
In this project, you are required to develop and maintain a selected organisational
development program that aligns with organisational goals.
Complete these tasks,
1. Using relevant workplace resources such as your organisation’s business plan
or organisational charts, prepare a draft of an organisational development
plan for senior management to consider. The plan should include details on
the following:
• The development plan’s goals and objectives and possible measures of
success
• Key personnel and their roles in implementing the proposed development
plan
• A list of the stakeholders that need to be consulted, with an outline of what
their needs and competing demands may potentially include
• A stakeholder consultation and communication strategy that outlines what
needs to be communicated, who will receive the communication and how it
will be communicated
• Strategies that will be used to gather stakeholder feedback throughout the
implementation phase
• A proposed time line with milestones to achieve full implementation
• An outline of resources that will be required to implement the proposed
development plan
• An outline of possible risks and an assessment of the effects that may exist
with the implementation of the development program
• An evaluation of the proposed development program in terms of the costs,
benefits and potential risks
2. While senior management is considering your draft plan, there are several
other documents that can be prepared in expectation that the draft
development plan will be approved. Prepare each of the following and
collate them into a single document:
a) A process to resolve problems that are raised by key stakeholders – this
should also include a recommended process for allowing teams to
develop problem-solving skills so that they can actively contribute to
the resolution process
b) A process to manage possible conflict that may develop
c) A plan that outlines appropriate steps, corrective actions and interventions
for perceived problems that may be encountered through the
implementation of the development program
d) A plan to monitor and evaluate the effectiveness of the development
program as it is being implemented
The final documents you submit for assessment will be assessed using the project
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 45 of 50

Student Name:Arshdeep singh
criteria provided.
All project criteria outlined must be covered satisfactorily for Part C to be
completed satisfactorily.
Resources required The following materials are required for this project to be completed:
• A workplace or work placement
• Business technology, including a computer and internet access
• Relevant workplace documentation and resources, including:
- Organisational goals
- Company business plan
- Organisational charts
Assessment conditions Assessment must be conducted in a safe environment where evidence gathered
demonstrates consistent performance of typical activities experienced in the
management and leadership field of work and include access to:
• relevant legislation and regulation
• workplace documentation and resources
• case studies, and where possible, real situations
• interaction with others.
Assessors must satisfy NVR/AQTF assessor requirements.
Reasonable adjustment If you are unable to undertake the project assessment as designed, a further
scenario/project may be used as an alternative approach if negotiated with your
assessor.
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 46 of 50

Student Name:Arshdeep singh
Candidate to complete
Candidate name:
Projects submitted: I have produced and provided the following:
❑ A 12-month marketing plan
❑ The following documents, either included in the marketing plan or as
appendices:
● SWOT analysis
● Budget
● Marketing strategy scorecard
● Work schedule
● Rationale
Assessment declaration: I declare that no part of this project assessment has been completed from
another person’s work, except where clearly noted on documents or work
submitted.
I declare that no part of this assessment has been produced for me by another
person. I understand that plagiarism is a serious offence that may lead to
disciplinary action by my training organisation.
Candidate signature:
Date:
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 47 of 50

Student Name:Arshdeep singh
Assessor to complete
Task context: Outline the specific details of the environment and context for this candidate. This
may include specific location, equipment selected/used, specific project created or
specific customer/client characteristics:
The project meets the following requirements:
Satisf
actor
y
Unsati
sfacto
ry
P1 Evaluated marketing opportunities
P2 Used marketing strategies that addressed existing strengths and opportunities
P3 Developed resources and expertise as needed to meet objectives
P4 Used marketing tactics that were legal, ethical and achievable and could be reviewed
P5 Illustrated costs, scheduling, responsibilities and accountabilities for tactics
P6 Used strategic marketing approaches and marketing mix
P7 Used rationale for objectives and chosen strategies and tactics
Feedback: All project criteria must be satisfactorily demonstrated by the candidate. The project
assessment has been confirmed:
❑ Satisfactory ❑ Unsatisfactory
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 48 of 50

Student Name:Arshdeep singh
Please include recommendations for future training in cases where the candidate has
not satisfactorily achieved all criteria:
Declaration: I declare that this project assessment has been conducted as per the training
organisation’s assessment procedures and the instructions provided for this
assessment task, and that I have provided appropriate feedback to the candidate.
Assessor name: Chris Eades
Assessor signature:
Date marked:
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 49 of 50

Student Name:Arshdeep singh
Record of outcome
Training organisation
name:
Shafston House College
Candidate name: Arshdeep singh
Unit code and title: BSBMKG609 Develop a marketing plan, Release 1
Assessor name: Chris Eades
Assessor email: [e-mail]
Assessor phone number:
Assessment tasks Satisfactorily
completed
Part A – Questioning
Part B – Project: Developing a marketing plan at BizOps Enterprises OR
Part C – Project: Developing a marketing plan
Part D – Observation OR
Part E – Third-party report
Declaration: In completing this assessment, I confirm that the candidate has demonstrated all
unit outcomes through consistent and repeated application of skills and
knowledge with competent performance demonstrated in multiple instances over
a period of time.
Evidence collected has been confirmed as:
X Valid X Sufficient X Current X Authentic
Final result:
Result date:
Assessor signature:
Subject: This document is uncontrolled when printed
Assessment BSBMKG609 – Develop a marketing plan Version 1.00
©Shafston House College Ltd trading as Shafston School of Business Page 50 of 50