BSBMKG608: Develop Organisational Marketing Objectives

Desklib provides past papers and solved assignments for students. This project focuses on developing organisational marketing objectives.

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Advanced Diploma of Leadership and Management
BSBMKG608
Develop organisational marketing objectives
Student Name:
Your Trainer: Choose an item.
Your Campus: Choose an item.
Date: Click or tap to enter a date.
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Plagiarism is not tolerated at the Eagle Academy. All written work needs to be your own and must not be copied
from any source including but not limited to: books, magazines, the Internet and other students. Information
gathered from other sources needs to be referenced appropriately. Students need to read and sign the following:
I declare that all of the work in this booklet is my own and has not been copied from any other source.
Signed: Date:
If you require an alternative method of assessment or wish to provide other evidence of competence for any
component of the course, see your trainer have this arranged.
NOTE: this may affect the terms of your visa
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Ll;p
The documents you will require if you are using the simulated business Bounce Fitness can be found on the Bounce
Fitness website:
• Infrastructure tab / Bounce Strategy and Planning Documents / All
• Infrastructure tab / Current Projects folder / Bounce Fitness CorporateMarketing Plan
• Infrastructure tab / Current Projects folder / Bounce Fitness CorporateMarketing Plan Review
• Infrastructure tab / Current Projects folder / Bounce Fitness ‘Fitness in Maturity’ Advertising Brief
• Infrastructure tab / Current Projects folder / Bounce Fitness ‘Fitness in Maturity’ Advertising Brief Review
• Policies tab / Customer Relationship Management folder
• Policies tab / Human Resources folder
• Policies tab / Quality folder
• Procedures tab / Administrative Procedures folder / Bounce Fitness Style Guide
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Task 1 Theory – Short Answer Questions
1. This task requires the Learner to demonstrate their knowledge of how to conduct a strategic
analysis to develop organizational marketing objectives.
This involves reviewing the organization’s internal and external environments, evaluating past
and current marketing performance, and exploring and evaluating new marketing opportunities.
To enable you to do this, answer the following questions
Reference any documents to which you refer.
1a. Summarise financial management techniques.
Answer Financial management techniques play important role in the business organisation to develop
effective planning and strategies for the future. Financial manager uses financial management
techniques to implement planned action properly to accomplish desired outcomes. Financial
management techniques are basic action that must be considered by the manager to control
internal company issues like departmental performance as well as basic financial structure.
There are different financial management techniques that are examined as below:
Managing Risk: For the identification of risk financial manager use required software packages
that aid to control and manage the risk factors in the workplace. Financial planning is about the
planning method as well as forecasting the risk elements to control them timely. To deal with
the risk it is necessary to develop great planning and strategies (Banerjee, 2012).
Planning Software: The basic management technique is to plan for future growth and success.
Financial manager uses different planning software that helps them to predict how the current
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financial structure will perform over time.
Cost forecasting: It is highly important for the manager of the organisation to be involved in
the forecasting process that assists to examine any possible decrease and increase in the cost.
With the help of cost forecasting, managerial accountants and financial managers can control
the cost, risk, and value of assets in the business organisation.
1b. Identify and briefly describe key provisions of relevant legislation, codes of practice and
national standards affecting marketing operations.
Answer Every business organisation needs to follow the various changes in the code of practice, relevant
legislation, and national standards while doing marketing operations. This will assist to reduce
the chance of issues and problem in the marketing operations. Relevant legislation like
intellectual property, international and national pricing regulation and fair marketing of product
and services. By following key provisions of relevant legislation and code of practices an
organisation can easily enhance the productivity, profitability as well as growth level (Gitman,
et. al., 2015). It is important for the company to adopt relevant legislation when setting cost and
marketing the products and services. Most of the marketing operations are regulated by the
organisation by federal and state laws that must be followed by the marketing manager to avoid
chance of errors and mistake.
1c. Briefly discuss the principles and concepts of marketing and evaluation methodologies.
Answer There are different concepts and principles of marketing and evaluation methodologies which
are used by the marketing manager while setting marketing strategies and planning to achieve
desired outcomes. The marketing concept is used by all business organisations to increase
market position, performance, and profitability. It is strategy that company implements to
increase the sale scale, maximize profit, and satisfy the needs of a customer and to beat the
competition. There are five principles and concept of marketing that firms adopt and execute in
the proper manner. These are given as below:
 Product Concept: Marketing strategies focus on product quality and continues product
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improvement that holds customers for a long time.
 Societal marketing concept: The societal marketing concept focus on the marketing
strategy that assists to deliver value to consumers in proper way that improves and
maintain society's and customer's well being.
 Selling concept: It is important for the firm to build a profitable customer relationship
for increased selling of products and services.
 Production concept: Organisation produces high-quality products and services at
affordable price to increase customer base. Management gives high attention to
improving distribution and production efficiency.
 Marketing concept: This concept is customer oriented as organisation considers wants,
needs and demand of customers at the time of marketing strategies and delivery of
product and services.
1d. Compare and contrast strategic, operational and tactical analysis techniques.
Answer To achieve high growth, success, development, and profitability it is important for the manager
of the firm to give focus on strategic, operational and tactical analysis techniques.
Strategic techniques: with the help of this technique organisation can easily define its
direction, strategy and making the decision on the resources allocation. The strategic technique
assists to control and manage the risky aspects in the workplace (Pahl & Beitz, 2013).
Operational technique: Manager use the operational technique for linking strategic objectives
and goals to tactical objectives and goals for the benefit of the organisation.
Tactical technique: This technique is short range planning and most effective through which
organisation divides its current operations into different parts according to requirement. The
manager uses the tactical technique for accomplishing the short-range target in one year or less.
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Task 2 Practical:Identify Strategic Direction
2a. This task requires you to undertake a review of strategic marketing performance.
You may use the Bounce Fitness Corporate Marketing Plan and the Bounce Fitness
Vision, Mission, and Values to review the strategic direction.
Reference any documents to which you refer
You will need to discuss the following:
2a. Discuss whether the KPIs and financial objectives of the Bounce Fitness Corporate
Marketing Plan align with the following organisational documents:
 The mission, vision, and values
 The business strategy
 The business objectives and key performance indicators
 The financial goals for each center, as stated in the Business Plan
Answer Bounce Fitness is organisation that focuses on the innovative wellness programs and strategies.
This organisation develops a marketing plan by giving high attention to mission, vision, values
and different organisational documents. Financial objectives and KPIs of the Bounce Fitness
corporate marketing plan align with various organisational documents.
 The mission: The main mission of the Bounce Fitness is to offer and deliver high-
quality services to customers in order to promote health and fitness in large competitive
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marketplace.
 Vision: The main vision of company is to give high attention to customer's needs, wants
and demand to improve market position.
 Value: This organisation follows great value that includes holding of customers and
staff members by developing strong trust factor in each other by promoting ethical aspects at the
workplace.
 The business strategy: Bounce Fitness follows wellness strategy and fitness
advertisement programs that boost its performance and profitability level.
 The business objectives and key performance indicators: The main objective of the
Bounce Fitness is to increase the market share and position. For accomplishing set objectives
and goals Bounce Fitness adopt key steps of KPIs process which are Define, analyze, solve,
implement, and review.
 The financial goals for each center, as stated in the Business Plan: It is major
responsibility of the manager to set financial goals for each center and allocate funds according.
In the business plan manager set goal and objectives for each center that must be followed by
staff members.
2b. From the information found in the Corporate Marketing Plan, populate a SWOT Analysis
table. Include at least five factors in each quadrant – these must be statements, not just
words. Ensure that some of the factors address key services offered to customers.
Answer The following SWOT Analysis of Bounce Fitness assists to identify the strengths, weaknesses,
opportunities, and threat of the company.
Strengths Weaknesses
 This organisation follows customer-
oriented approach that assists to
maintain healthy and strong
 Bounce fitness faces high-cost issues
which are associated with personal
and customized services.
 The organisation invests high cost on
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relationship with members.
 Provide the most effective training for
staff members.
 Bounce Fitness follows long term
detailed wellness, fitness, and health
programs.
promotional activities that increase its
operational costs.
 The staff member of the company is
unable to perform work on a high
volume business model which is the
biggest weakness of Bounce Fitness.
Opportunities Threats
 Bounce Fitness can easily grab new
growth opportunities by participation
within a growing market.
 This company increases its customer
base and market position to increase
awareness of fitness programs.
 Growing opportunities assist Bounce
Fitness to increase the long term
funds.
 Due to economic downturn bounce
Fitness face lack of economy issue.
 There are so many health and fitness
centre open in Australia which is the
biggest threat to Bounce Fitness.
 The growing competition put high
pressure on Bounce fitness and also
affects its profitability level.
2c. Identify and describe the legal and ethical requirements that Bounce Fitness would have to
have considered and managed.
Answer To accomplish desired outcomes it is highly important for the Bounce Fitness to take permission
from the regulatory body in Australia. By following legal as well as ethical requirement Bounce
Fitness can easily manage and operate its business activities properly (Saaty & Vargas, 2012).
Moreover, it is important for this company to adopt and follow health and safety measures that
issue by the government body in Australia.
With the help of the ethical aspect, Bounce fitness can give special preference to health and
fitness programs in Australia. Ethics play very important role in the work culture of the business
organisation that assists to operate business activities effectively.
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2d. In regards to consultation in the development of objectives, discuss:
 Who would be consulted and why
 What the key messages to these position-holders would be
 The range of methods by which you would communicate and gain feedback
Answer It is highly important for the higher authority of the Bounce Fitness to consult with employees,
suppliers, clients and other shareholders while setting objectives of the company that assists to
avoid the chance of issues and conflicts. All required information related to the staff member's
performance must be provided to the position holders (Drummond, et. al., 2015). Apart from
this, there are different methods of online source such as social media that can be used by the
company for communicating and taking feedback from customers about product and services
provided by the Bounce Fitness.
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Task 3 Practical: Review Marketing Performance
3a This task requires you to undertake a review of marketing performance.
To enable you to do this, you may use the Bounce Fitness Corporate Marketing Plan and the Review
and undertake a strategic analysis reviewing the marketing performance.
3a Read the Bounce Fitness Corporate Marketing Plan and assign the factors mentioned to a
PESTLE analysis table.
Answer In order to carry business operation effectively Bounce Fitness focus on PESTLE Analysis
which are examined as below:
Political: It includes employment laws, political stability, tax policy, environmental regulations,
and trade restrictions and reform that must be followed by the Bounce fitness corporate
marketing plan.
Economical: For achieving desire outcomes manager need to focus on the wage rate, interest
rate, economic growth and the minimum amount of working hour and wages (Grant, 2016).
Social: Bounce Fitness need to consider population growth rate, age distribution, career
attitudes, global warming, health conscious and cultural norms in the marketing plan to attain
the best outcomes.
Technological: Organisation needs to give focus on regular changes in technology for
increasing productivity as well as profitability.
Legal: To increase mode of productivity and profitability Bounce Fitness need to consider
required legal aspects that assist to avoid the chance of risk and issues.
Environment: In order to carry business operations properly this organisation focuses on an
environmental factor that aid to resolve occurred issues.
3b. As the General Manager (GM) Marketing, refer to the Bounce Fitness Corporate Marketing
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Plan. Develop three to six statements which specify the Critical Success Factors imperative
to the plan’s success (it has not been implemented yet).
Answer As the General manager in Bounce Fitness, it is highly important to identify the critical success
factors that can directly affect the plan’s success. These are given as below:
 Raising productivity
 Marketing services to individuals and companies
 Hard work and dedication of the founder
 Recruitment of experienced workers
It is important for the manager of the organisation to consider all these factors for achieving
desired growth and development in tough competitive marketplace.
3c. As a member of the Board of Directors, you have just read the Bounce Fitness Corporate
Marketing Plan.
Comment on three reasons that you consider this plan could be potentially successful (it
has not been implemented yet).
In addition, find five or more factors that give you cause for concern, or for which you
need clarification (You intend to submit these concerns in a memo to the GM Marketing).
Answer  For an effective marketing plan, it is necessary for the manager to take viewpoints, idea,
and thoughts of staff members that assist to accomplish desired outcomes.
 By continuing drive down the costs with serving member this company can easily boast
the level of productivity.
 By recruitment of highly qualified and experienced staff member Bounce Fitness can
maintain long term position.
Apart from this, there are five factors that give cause for concern for which manager of Bounce
Fitness need clarification. These are given as below:
 The strategy of Marketing planning
 Lack of employee’s ability
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