BSBMKG608: Assessment Task 1 - Marketing Objectives Questions

This document presents a student's completed assessment task for the BSBMKG608 unit, focusing on developing organizational marketing objectives. The assignment comprises answers to ten written questions, covering essential marketing concepts such as the purpose of marketing objectives, the SMART framework, the Ansoff matrix, and the differences between marketing strategies and objectives. It explores Porter's model of competitive advantage, marketing strategies like market penetration and diversification, and the balanced scorecard approach for assessing organizational performance. The document also includes the calculation of Return on Investment (ROI) and statistical methods for evaluating marketing opportunities, providing a comprehensive overview of key marketing principles and their practical application.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
BSB61015
Advanced Diploma of Leadership and Management
BSBMKG608
Develop organisational marketing objectives
Student Name:
Student ID:

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
ASSESSMENT OVERVIEW
This Student Assessment Booklet includes all your tasks for assessment of BSBMKG608 Develop
organisational marketing objectives.
ABOUT YOUR ASSESSMENTS
This unit requires that you complete three assessment tasks. You are required to complete all tasks to
demonstrate competency in this unit.
Assessment Task About this task
Assessment Task 1: Written questions You must correctly answer all 10 questions to show that
you understand the knowledge required of this unit.
Assessment Task 2: Project You must conduct a strategic analysis of a case study
organisation, as well as review marketing performance,
identify marketing opportunities and develop marketing
objectives. You must also develop a risk management
strategy for marketing.
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.
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.
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 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.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
Record of Assessment Outcome
This page is to be completed by the assessor to record the overall judgement on the students’ submission. All assessment
tasks must be completed satisfactorily for an overall satisfactory result to be awarded.
Student name
Student number
Assessor name
Unit Code BSBMKG608
Unit Title Develop organisational marketing objectives
The following assessment tasks
were completed:
Attempt 1
Submission date:
Attempt 2
Re-submission date:
Assessment Task 001  Satisfactory  Not
Satisfactory
 Satisfactory  Not
Satisfactory
Assessment Task 002  Satisfactory  Not
Satisfactory
 Satisfactory  Not
Satisfactory
Final assessment result Competent  Not Yet
Competent
Competent  Not Yet
Competent
*Does this student need ‘Attempt 3’? □Yes □No
If ‘yes’, please use and attach another ‘Record of Assessment Outcome’ sheet.
Feedback to student
Student Declaration: I declare this assessment is my
own work and have provided references where
appropriate
Signature:
Submission Date:
Assessor Declaration: I declare that I have conducted
a fair and valid assessment and the student has been
provided with feedback
Signature:
Assessment Date:

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
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.
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Assessor signature: __________________________________________________________________________________
Assessor name: ______________________________________________________________________________________
Date: ________________________________________________________________________________________________

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
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?
 If you’re a workplace-based student you will do this task in your own time.
 If you’re a classroom-based student you will do this task in the classroom or as homework – your
assessor will advise.
Write in the due date as advised by your assessor: ____________________________________________
WHAT DO I NEED TO SUBMIT?
Your answersto 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 15questions 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.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
QUESTION 1
Discuss the purpose of setting marketing objectives.
The main purpose of objectives is to provide clear picture or structure to individual or manager of
firm about the way task need to be performed so that particular objectives or goals can be attained.
Therefore main purpose of setting marketing objectives is to define various actions, promotional
activities that can be used to enhance overall profit margin and sales volume of firm.
QUESTION 2
Discuss each component of the acronym SMART in relation to marketing objectives.
It can be stated that SMART is acronym for 5 key elements such as specific, measurable,
achievable , relevant and time based goals. Various elements of SMART goals are discussed below
such as:
Specific: Goals in order to be great must be focused and well defined as it helped in generating
more energy and efforts to attained goals. For example: Company wants to expand its market share
by 12% so it is specific and focused goal.
Measurable: Another elements is that goals must be measurable in terms of numerical values so
that it can be compared with actual performance of firm (Farris, 2016).
Attainable: The set marketing objectives must be realistic and attainable during specific time
frame say within 1 year or 2.
Relevant: Marketing objectives should be based on current condition and reality of business climate
as there are several changes in external business environment.
Time based: At last marketing objectives must be time based so that various resources can be
used for achievements of goals within time limits for better outcome.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
QUESTION 3
Discuss the Ansoff matrix and its application to developing marketing objectives.
Ansoff matrix is a core business strategy tool that helps marketing manager to take appropriate
decision for future growth and expansion of firm. Application of ansoff matrix in development of
marketing objectives by manager such as for first strategy that is market penetration manager can
decided objective to increase profit by use of existing products. But for its second strategy objective
is to expand business into international market. For third strategy objectives is to gain differentiate
positioning by delivering unique products and services (Rowley, 2016). For fourth strategy,
objectives is to take more risk in order to gain first mover advantages in industry. So, application of
all strategy of Ansoff matrix helps in development of marketing objectives.
QUESTION 4
Explain the difference between a marketing strategy and marketing objectives.
Marketing objectives: These are direct goals of firm marketing campaigns thus mostly listed as
SMART goals like Specific, measurable, attainable, realistic and time based. Marketing objectives are
always formulated by coordination with other departments such as procurement, finance and
human resources.
Marketing strategy: On the other hand it is blue print or defined detailed steps that need to be
taken by marketing manager in order to achieve predefined objectives of firm. Thus it helps in
specifying action steps which needs to be taken by enterprise in order to attain its objectives in
better way (Ullah and Ahmad, 2017).

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
QUESTION 5
Explain Porter’s model of competitive advantage and its relationship to marketing strategy and setting
objectives.
Porter model of competitive advantages have describe about four main strategies such as cost
leadership, differentiate, focused cost and focused differentiate which could helps in growth and
success of firm. The way this strategies are related to marketing strategies and setting objectives
can be illustrated as follows:
Such as company by using cost leadership strategy can easily decided its market promotional
strategy to provide products at low prices so that customers can be motivated to be part of firm. so,
here objective of firm is to offer products at high relative low prices so that more and more
customers are attracted to make purchased for satisfaction of their needs.
On the other hand differentiate strategy also have direct relationship with marketing strategies and
objectives as in such situation marketing manager will more focused on building strong brand
image and retention of customers for longer term growth.
QUESTION 6
Explain differences between the marketing strategies of market penetration, market development,
product development and diversification.
Market penetration: It is type of strategy in which marketing manager planned to make use of
existing product and services to cater needs to existing target market in order to earn sufficient
profit margin.
Market development: Whereas it is another market strategy which stated on use of similar
products and services to enter into new market for enhancing sales volume and market value of
firm.
Product development: In this strategy marketing manager decided to launched new products or
services to fulfil requirements of existing target market so it is somewhat risk therefore manager
needs to have complete knowledge about market condition (Sahaf, 2019. ).
Diversification: It is most risky strategy as compared to all other as in it manager marketing
manager in order to enhance profitability of firm have take decision to make use of innovative or
new products to enter into new market. So, effective planning and more market research can helped
in gaining better outcome from diversification.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
QUESTION 7
Explain the balanced scorecard approach and its usefulness in assessing organisational performance.
Balance score card is strategic management and planning system that helps organisation in
effective communication, aligning day today activities with strategy, prioritising activities, products
and monitoring progress for achievements of company goals. It is useful in looking at four business
perspective such as customer’s perspective, internal business perspective, innovation and learning
perspectives and financial perspectives (Khanna and Mishra 2018). Thus manager by looking at
customer’s perspective is able to understand various key steps are taken by organisation to
satisfied needs of people or not. It is also useful in learning manager about effective internal
business or capacity to bring innovation to meet customer’s expectancy thus various steps can be
take to improve overall performance of organisation.
QUESTION 8
Define the term return on investment and outline how it is calculated.
Return on investment helps in measuring loss and gained that have been generated form particular
investment made by company by incurring specific amount of cost. Manager through return on
investment is able to know whether investment made was profitable or effective or not thus able to
take better financial decision for benefit of firm. The process that used to calculate return on
investment is dividing net profit ( current value of investment- cost incurred to make investment)
with total cost of investment *100.
ROI = Cost of Investment/ Net Return on Investment ×100%

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
QUESTION 9
Describe four statistical methods and/or forecasting techniques that can be used to evaluate
marketing opportunities.
Four forecasting techniques that can be used to evaluates marketing opportunities can be
explained below:
Straight line method: It is one of the most simplest and easiest forecasting method that makes
use of historical trends, figure in order to predict future growth in revenue of firm.
Moving average: It is another forecasting techniques in which various set of data or pattern are
looked and reviewed by manager in order to estimated future value or outcome. Thus 3-5 month
average is taken to forecast outcome or opportunities related to future circumstances.
Simple linear regression method: It is most widely used tool that analysis relationship between
radio ads and revenue or tow variables for better prediction.
Mutli linear regression: These types of forecast techniques are used by manager in case two or
more variable are required for projection or identification of opportunities in external environments.
Therefore these are four forecasting techniques which could be used by manager in order to identify
key opportunities that are available in market.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
QUESTION 10
Briefly describe one method for forecasting market growth rate.
Survey and judgement forecast techniques includes components such as customers survey, expert
opinion, customers intention survey that helps in forecasting marketing growth rate. Such as:
Channel and customers survey: Company by conducting survey or asking to customers who
much they liked to spend on particular products and services is able to forecast future market
growth.
Sales force composite: Another method that can be used to forecast market growth is gathering
information from sales force that have high knowledge about number of products that are quickly
purchased by customers.
Executive opinion: It is also important method in which by taking opinion of senior executive of
company about future sales can forecast market growth (Bruhn and Schnebelen, 2017).
Expert opinion: Third party can also assist manager in forecasting future growth rate of particular
market on basis of their knowledge, experience and expertise in particular field.
Question 11
Explain the purpose of a SWOT analysis and a PEST analysis and the differences between each.
The main purpose of SWOT is to specific which internal factors have contributed in growth and
success of firm on the other hand purpose of pestle analysis is to identified external factors that
affects on operation and strategy of firm. SOWT is used for internal analysis whereas pestle analysis
is used to understand external factors like policies of government, taste and preference of
customers and environment. SWOT includes only 4 elements whereas pestle considered 6 elements
that impact on business operation.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
QUESTION 12
As a Senior Marketing Manager responsible for a team of staff, outline the anti-discrimination
legislation you would need to adhere to. Provide one example of how you would implement legislation
in daily practice.
There are various types of anti discriminative act in Australia made by government such as Age
discriminative 2004, sex discriminative act 1984, Disability discriminative 1992 and racial
discriminative act 1975. As a senior marketing manager I would like to implement anti
discriminative act so that all are provided equal chances and opportunities to make utilisation of
their skills, capabilities for attainment of company goals. I will treat every individuals equal at time
of recruitment, selection, promotion and training and development so that no person can think
himself or herself different from others and motivated to work as a team for achievements of
objectives.
QUESTION 13
Outline key legislation and regulations that apply to the marketing industry in Australia. Provide at
least three examples.
Certain legislation and regulation that are applied to marketing industry of Australia can be stated
below:
Avoid misleading advertisement: companies that are operating in marketing industry does not
have to engage into activities that are misleading or deceive customers to choose its products than
other for benefits of firm. Therefore, organisation should not make misleading claim and statements.
Such as one customers want to purchase computer so it specified brand and feature that it wants
despite of that retailer offer him compatible computer that mislead him.
False claims: This regulation stated that claims in advertisement through radio, catalogue, emails
and websites should not be false or misleading such as the products are of standard quality, grade,
vale and style and composition. For example: One manufacture claimed that there were 7 seat in
car as per standard but in reality it was only 5 seats standard configuration (Das and Subudhi,
2016).
Bait advertisement: It is another legislation which stated that company have advertise to offers
products or services at lower prices but in reality they are not provided to customers at reasonable
quantity for specific period of time. For example: Electronic retailers in order to attract customers
have advertise to sell 50-inch televisions at $799 but when customer booked it said out of stock
even it was one week sales.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
QUESTION 14
Briefly describe the importance for marketers to abide by the provisions of the Australian Marketing
Institute Code of Professional Conduct.
It can be stated that marketer needs to abide to all provision of Australian marketing institute code
of professional conduct in order to avoid penalty and extra charges or additional cost.
Company by following all provision is able to delivered best services to customers and developed
strong brand image in minds and hearts of customers. Thus, marketer can easily promote customers
to prefer products of its as compared to other competitors in market.
Abiding to all provision is also necessary for building strong relationship with customers, enhance
their trust level thus motivate them to e part of organisation that prioritise its activities to render
best services to customers.
QUESTION 15
Describe one aspect of this Code that is important in relation to identifying marketing opportunities.
One aspect of this code is that member should not disclose misleading or false statement to
customers or people living in society. Company by following this code can gained maximum
customer satisfaction and make better utilisation of available market opportunities for benefits of
organisation.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
References
Books and journals
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental to a
customer-centric perspective. European Journal of Marketing.
Das, B. and Subudhi, R., 2016. Engagement pattern of customers in digital & social media marketing:
A study on effect of age group. Parikalpana: KIIT Journal of Management, 12(1).
Farris, P. W., 2016. Marketing metrics. Pearson Education India.
Khanna, K. and Mishra, S., 2018. Social media as a marketing tool: Opportunities and
challenges. Sansmaran Research Journal, 8(1). pp.1-14.
Rowley, J., 2016. Information marketing. Routledge.
Sahaf, M. A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning Pvt.
Ltd..
Ullah, M. and Ahmad, H. M., 2017. The impact of internal marketing on the organizational performance
through organizational culture mediation. Abasyn Journal of Social Sciences, 10(1). pp.129-
148.
What do I need to hand in for this task? Have I completed this?
Your answers to each question 

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
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.
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
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______________________________________________________________________________________________________
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______________________________________________________________________________________________________
______________________________________________________________________________________________________
Assessor signature: __________________________________________________________________________________
Assessor name: ______________________________________________________________________________________
Date: ________________________________________________________________________________________________

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
ASSESSMENT TASK 2: PROJECT
TASK SUMMARY:
This assessment task requires you to conduct a strategic analysis and marketing performance review
of a case study organisation, and consult with staff in order to develop marketing objectives. You will
also be required to develop a marketing risk management strategy.
WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT?
 Computer with access to the internet and Microsoft Office (or similar)
 Printer
 Meeting space
 Role play participants (assessor and students)
 Boutique Build Australia’s Strategic Plan
 Strategic Analysis Report template
 Risk management plan template
WHEN DO I DO THIS TASK?
 If you’re a workplace-based student you will do this task in your own time
 If you’re a classroom-based student you will do this task in the classroom or as homework – your
assessor will advise you
Write in the due date as advised by your assessor: __________________________________________________
WHAT DO I NEED TO SUBMIT?
 Strategic analysis report
 Risk management plan
WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?
If your assessor sees that you have not completed 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 that are
incorrect, but you will need to resubmit the entire assessment.
Instructions:
Boutique Build Australia was established in 2014 and is a boutique building company based in
Sydney that specialises in the design and build of high quality designer homes for the Sydney
metropolitan and surrounding areas.
The company has been operational for three years and employs a number of staff including CEO,
Operations Manager, Marketing Manager, Administration Officer, Site Manager and two sales
consultants.
The company has recently developed a Strategic Plan as part of a new focused approach to the
business. There is a strong emphasis on green building services. The Strategic Plan will also be used
to formulate a marketing plan, as to date, limited investment and staff time have been put into
marketing. As the importance of the marketing function has recently been recognised, the role of
Marketing Manager (your role) has only recently been established. The CEO has also indicated it
may be possible to recruit a new marketing officer to assist with marketing functions.
To date, most business is generated through word of mouth. The company has a website, which has
also generated some business. Note at the beginning of the key a SEO expert was employed with
the objective of increasing web traffic by 20%. The most recent data about customers visiting the

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
website during the preceding six months is as follows:
Jan Feb March April May June
Number of website visits 20 30 30 35 40 50
Number of email enquiries from
customers about products 10 15 30 45 60 70
The company has also placed a number of advertisements in local community newspapers. The
CEO has indicated that during the time that the advertisement was placed (three times over three
consecutive weeks), there were a number of enquiries about the company’s products and services
but not leads. The CEO is unsure that this is the right medium for the company’s target group who
are high income earners, seeking homes that are stylish, innovative and of high quality.
Currently about 1% of total revenue is spent on marketing. The company’s total revenue for the
financial year 2014 – 2015 was $2,000,000 and gross profit was $400,000. Marketing costs to date
comprise of ongoing website maintenance and the newspaper advertisements referred to. The CEO
recognises that he is committed to spending more on marketing and has indicated that the
percentage could rise up to 3% depending on your recommendations. Note, research shows that
competitors are spending at least 5% of their budget on marketing.
Regarding awareness of the company, recent market research conducted showed the following: 4 out of 30 customers interviewed recognised the Boutique Building Australia name.
Complete all of the activities:
1. Conduct a strategic analysis and identify marketing objectives.
 Review the case study information and Boutique Build's Strategic Plan so that you can conduct
a strategic analysis and a review of marketing performance. Use this analysis to identify
marketing opportunities and develop marketing objectives for the company.
You will need to complete all of the tasks below and develop a report using the template
provided by your assessor. Later you will present your report to the management team for
discussion.
 Your report must address:
 An overview of the company’s mission, vision and values, key products and services as well
as strategic objectives and operational priorities as set out in the Strategic Plan.
 An assessment of the company’s current situation and the range of factors impacting on
the company’s directions and targets. Use the information included in the SWOT analysis
and market conditions to inform your assessment. Ensure your analysis includes an outline
of key market opportunities and strengths and weakness of current products and services.
 An assessment of the company’s legal and ethical requirements in relation to marketing.
 An assessment of the company’s marketing performance, including current marketing
activities and positioning and effectiveness in relation to previous marketing objectives.
You will also need to calculate the marketing return on investment for the figures provided.
You may use examples of marketing plans and strategies and market analysis contained
within these plans to assist you in in developing your performance review. A range of plans
that can be used as examples are included at www.mplans.com
 Investigation of at least three potential marketing opportunities for the company based on
your strategic analysis and marketing performance review including an outline of each
opportunity that discusses:
 Alignment with the company's objectives and goals and the objectives and goals
described in the Marketing Plan
 Overall benefits to the business of pursuing the opportunity
 Anticipated effect of the marketing opportunity on sales, profitability, growth and
market share.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
 Estimated effect on return on investment. This should be an approximate estimate
taking into account how much the likely cost of the opportunity would be against
anticipated return.
 How market conditions impact on the marketing opportunity
 How any external factors such as technological or legal factors may affect the
marketing opportunity
 Risks associated with the marketing opportunity.
– Identification of at least two suitable marketing objectives based on your strategic
analysis, marketing performance review and identification of marketing opportunities. The
objectives you recommend must be SMART objectives and you must explain how the
objectives you recommend are achievable and realistic for the company in terms of
marketing budget and staff resources. In recommending each of the marketing objectives,
you should also explain how they link to the organisation’s strategic vision and values, how
they meet legal and ethical requirements as well as the company's strategic objectives.
– Identification of suitable performance indicators that can be used to measure each of the
marketing objectives you have identified.
 Submit your completed report to the management team (your assessor) with a covering memo
or email that includes a summary of the purpose of the report and inviting the management
team to a meeting to discuss the proposed marketing objectives.
2. Conduct meeting
 Present your report to the management team to seek input and agreement on the proposed
marketing objectives. Ensure you take printed copies of your report to the meeting for all of the
participants.
 At the meeting, you are required to:
 Provide an introduction to the meeting, clearly stating the purpose of the meeting.
 Provide a very brief overview of the mission, vision, purpose and value of the company
 Explain the key points from the briefing paper, including your strategic analysis and review
of marketing performance, the proposed marketing opportunities and marketing objectives.
 Seek input and approval for the proposed marketing objectives and the performance
indicators.
 During the meeting you will be required to demonstrate effective communication skills
including:
 Speaking clearly
 Responding to questions
 Using active listening techniques to confirm or clarify information, including the
management team’s satisfaction or otherwise with the process.
 The management team (your assessor) will provide you with feedback, which you must use to
update your marketing objectives. Submit your updated marketing objectives to the
management team (your assessor).
3. Develop a risk management plan
 Develop a marketing risk management plan using the template that has been provided. The
purpose of the risk management strategy is to identify and document risks for the marketing
opportunities that you have identified, as well as the risk control measures. Each section of the
template must be completed.
 Submit your completed plan to your assessor.
What do I need to hand in for this task? Have I completed this?
Strategic analysis report 
Risk management plan 

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
Company mission and vision statement
Mission of company is to build high quality commercial and domestic projects so that people
can live better lifestyles as per requirements of location, climates and seasons. On the other hand
vision of firm is to become of the leading quality builder in Sydney in order to earn maximum profit
margin and sales for longer period of time. Management of company have defined values, ethical and
moral principle that needs to be followed by each individual while working in enterprise (Goldberg,
Fishbein and Middlestadt,., 2018). It have promoted ethical values that are mostly preferred by clients
thus it contributed in building and maintaining strong brand image of firm.
Key products and services
Company offers unique, attractive and qualitative products and services to attract customers
for earning maximum profit margin and market share in non residential building construction industry.
It have also provide 24 hour customer services that provide ease and comfort to customers to resolved
their relative problem and to be part of organisation in future circumstances.
Strategic objectives
 To build high quality resident for customers that are as per their aspiration and needs.
 To build strong and more deeper relationship with customers in order to retained their
satisfaction and loyalty within organisation.
 To attracted, retained highly qualified, experienced and talented staff within organisation so
that best services or products can be delivered to end customers.
Operating priorities
 Review and implemented better strategies to recruited highly talented and qualified
employees within firm.
 Analysis of market in order to find key preference and needs of customers, recent trend
and innovation in technologies.
 Effective analysis and evaluation of work diversity and performance of employees for
effective achievements of goals.
SWOT analysis model
Strength: Boutique build Australia is enterprises that have its strength in its strong brand image and
better qualitative services which helped in attracting more and more customers within organisation. It
is well known for designing high and specialised design homes for its customer that are staying in
Sydney metropolitan and surrounding area.
Weakness: High room rates and lack of technologies, minimum use of social media are some key
weakness that has created hindrance in growth and success of business.
Threat: There are two most common threat that Boutique build Australia is facing is increasing
competition and unstable political condition. So, company in order to grow and sustain in market for
longer run have to adapt to external changes and policies of government (Lehtinen, 2020.).
Opportunities: Company has various opportunities which it can used to earn more profit margin and
sales volume such as it have opportunity to expand business internationally. Company can expand its
market share by making more use of digital technology and social media such as facebook, intrsgram
in order to attract more customers.
Analysis of company legal and ethical requirements
There are various legal laws and regulation which have been followed by management of
Boutique build Australia in order to promote smooth operation of business. Such as:
Health and safety law: Manager of Boutique build Australia have ensured health and safety of
workers such as it have medical aid and use of danger sign so that individual can avoid going at such
place. It have taken all measure for health and safety of employees that have contributed in
motivating them to put more efforts for growth of organisation.
Discriminative law: It is another law which stated that there should not be discrimination among
employees on any basis such as gender, caste and religion. Therefore manager have provided equal
opportunities to all individuals to make optimum utilisation of their capabilities and skills for growth
and success of firm.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
Manager has provided respect, recognition to all employees and always considered ethical
values and moral principle for better satisfaction of customers and employees needs.
Assessment of marketing performance
Company by investing 1% of total revenue have earned $2,000,000 revenue and gross profit
$400,000 in 2014-2015. Boutique build Australia have currently make use of various marketing
strategies in order to attracted and retained large number of customers within organisation.
Marketing manager have also make use of social media and official website to communicate and
motivate customers to select products or services of firm. It has strong positioning in mind and hearts
of customers that have contributed in expansion and growth of firm within limited time frame and
cost. Previous marketing objective of company was to increased web traffic by 20% so it can be stated
that somewhat company was able to attainted its objective. But it needs to put more efforts to
enhance its marketing performance in order to attract wide range of customers in the organisation
((Schultz, 2018).
Calculation of marketing return on investment
Initial return on investment of 1% of revenue earned by company=
$2,000,000- $20000/ $400,000* 100= $495
When CEO decided to invest more on marketing to enhance profitability of firm=
$2,000,000-$60000/$400,000* 100=$485
Investigation of three potential market opportunities
From the above analysis and discussion it can be stated that there are three possible
opportunities for Boutique build Australia to attained its objectives. Such as:
 It have opportunity to expand and grow its business by increasing its online presence as
recently most of the customers like to make choice of products and services through digital
media or electronic device.
 It has also opportunity to grow its operation by entering into new market to meet needs of
different individuals and earned more profit.
 Company can also make innovation in environment housing which are demand by large
number of customers in Australia.
Therefore it can be analysed and interpreted that all these three market opportunities will
helps in achievements of company goals to become one of leading enterprise in industry. Yes,
it will overall benefits to business as there will be more sales, profit and growth of market share
of firm by making optimum utilisation of market opportunities (Wroblewski, 2017). Marketing
manager by invest low in marketing can attract maximum number of customers to prefer its
products and services for fulfilment of their basic needs. External factors may affects three
alternative market opportunities by manager by adapting its strategies as per situation and
circumstances can promoted growth of organisation. Most risky is second opportunity as
company is planning to enter into new market as it have less knowledge about new market. On
the other hand, other two opportunities are not much risky and can contribute in earning more
profitability.
Identification of two marketing objectives
 To hire and retained staff member more than 200 employees that have more knowledge about
digital technologies till September 2021.
 To increase marketing budget by 7% in order to competitors other organisation in similar
industry by November 2021.
Profit margin and sales volume would be key performance indicators that will help in identifying
actual performance of company and outcome of market strategies in industry (Withers, 2020).
2 Conduct meeting
This is to inform all senior management or top executive that the meeting is held to informed
you all about potential marketing opportunities that can be used by company in order to
enhanced its market share and sales volume in future circumstances.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
Company mission and vision is to delivered extreme unique and qualitative home design to
customers so that they are inspired to be part of organisation. The purpose of operation of
company is to provide maximum value to customers so that it can earned more profit margin.
Core value of Boutique build Australia is to bring innovation and creativity within organisation for
effective satisfaction of end users.
Situation analysis
Strength- Innovative products and strong brand image
Weakness- Minimum use of technologies.
Opportunity- emerging market and more use of digital media.
Threat- Increasing competition in global environment.
Thus now marketing objectives of company to increased its staff and investment in
digital marketing to retained and expand its market share for longer time frame.
3 Risk development plan
Risk description Likelihood
of risk
Impact
of risk
Priority
of risk
Preventative
Action/Contingency
Plan
Uncertain
market
condition
There are more
or frequent
chance of
changes in
external
environment
such as taste and
preferences of
customers or
government
policies.
It adversely
impact on growth
and stability of
organisation.
1 Manager needs to
continuous
evaluates and
analysis external
changes for
sustainability of
organisation.
High
investment in
digital
technology
In future
technology may
changed due to
continuous
development
It may lead to
additional cost or
expense to firm.
2 To investment in
more R&D
department to find
new techniques to
gained
competitive
advantages.
More
competition
There are
various
enterprise that
are operating in
same industry
that offers
attractive
marketing
strategies to
retained
customers.
Threat to
smooth operation
of business in
long term or
decreased in
sales volume and
customers
satisfaction.
1 To make use of
differentiate and
unique marketing
strategies to avoid
competition and
promote
expansion of
business.

BSBMKG608 Develop organisational marketing objectives–Student Assessment Tasks Ver.1.1
References
Books and journals
Goldberg, M. E., Fishbein, M. and Middlestadt, S .E. eds., 2018. Social marketing: Theoretical and
practical perspectives. Psychology Press.
Wroblewski, L., 2017. Culture Management: Strategy and marketing aspects. Logos Verlag Berlin
GmbH.
Schultz, D., 2018. Redirecting Our Communication Objectives. Journal of Current Issues & Research in
Advertising, 39(3). pp.222-225.
Withers, C., 2020. Social Media Marketing Internship.
Lehtinen, L., 2020. The Role of Similarity and Inspiration in Influencer Marketing.