BSBMKG515 Conduct a Marketing Audit: A Report on Chicken Treat

Desklib provides past papers and solved assignments for students. This report analyzes Chicken Treat's marketing.

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
BSBMKG515
CONDUCT A MARKETING AUDIT
ASSESSMENT 1
STUDENT NAME
STUDENT NUMBER ASSESSOR’S NAME
WRITTEN TEST
ASSESSMENT DUE DATE: 5.00pm, <insert date>
ASSESSMENT TYPE: Individual
ASSESSMENT FORMAT: Knowledge based questions
SUBMISSION DETAILS
 This assessment task is due to be submitted at reception by 5.00 pm on the <insert date>.
 Any variations to this arrangement must be approved in writing by your assessor. Students may
request alternative arrangements subject to individual circumstances in consultation with the course
coordinator and trainer of the unit.
 A printed version of your assessment must be submitted with any required evidence attached.
 A completed cover sheet must be submitted with all assessments.
 Failure to submit your complete assessment at the date specified will be deemed as non-submission
 You are required to fill in, sign the academic honesty statement, and attach the assessment cover
sheet to the front of your submitted assessment. Ensure you sign the receipt form when submitting.
 Plagiarism: Failure to adhere to the plagiarism policy, as outlined on the assessment cover sheet,
will lead to the non-acceptance of the submitted assessment, as well as a written warning for
breach of the policy.
PERFORMANCE OBJECTIVE AND ASSESSMENT DESCRIPTION
Students should demonstrate the skills and knowledge required to prepare and manage a marketing audit.
This assessment entails knowledge questions on marketing, planning and management auditing process.
INSTRUCTIONS FOR THE STUDENT
Assessment 1 is compulsory.You are required to achieve competency in all questions to be deemed
Competent for this unit.
You have to undertake further readings to gather information on the subject matter. You should use your
own words when answering the following questions. Do not forget to write your references.
QUESTIONS:
1 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
1. Explain in your own words the following elements of marketing planning:
a. Segmentation
Market segmentation is a term of marketing that divides group of people based on the needs they have as
well as the response they give to various actions of marketing. Market segmentation aids the organisations
to hit or target various divisions of customers based on the perception they have of particular goods and
services that are different (Murphy, 2015). It is a broad term that takes into account the needs of consumers,
differentiation of the product along with the response of customers.
b. Competitors
Competitors can be termed as rivals. Competitors can be defined as the organisations or individuals that are
a threat to the reputation of an organisation in the market and an individual in a particular committee
respectively. The competitors in a market refer to the situation in which two organisations offer products
having same attributes. The marketing strategies that are devised are based on the actions taken by the
competitors.
c. Unique selling proposition – How is your organisation different from others in terms of
pricing, delivery options, ease of use, time to value etc.?)
Unique Selling Proposition can be defined as the attributes exhibited by an organisation in its products and
services that it delivers to the customers that is different from the attributes exhibited by other products and
services of the same nature or background (Henthorne et al., 2016).
d. Messaging and positioning based on your selling proposition
Messaging as well as positioning based on selling proposition is important components in terms of marketing
plan. Positioning can be termed as a subdivision of value proposition while positioning can be termed as a
subdivision of positioning. Positioning is the status of a products and services offered by an organisation with
reference to other products and services of same background in the market.
e. Marketing goals and measure
Marketing goals and measure can be defined as the target or objectives that have to be achieved by
appropriate marketing techniques. The objectives are set can be used to monitor and measure the
performance of an organisation. The goals and objectives that are devised in a marketing plan identify the
audience or customers that the organisation needs to target in order to increase its sales and profit margin.
The goals that are set drive an organisation towards success.
f. Tactical plan, budget, owners
Tactical plans and budget in a marketing plan determines the techniques that will be used to hit the target
audience. The tactical plan covers the activities that the organisation will undertake, the direction in which
the organisation will proceed, along with the resources that will be required to meet the objectives keeping in
mind the budget that will be available to sponsor the marketing activities. The plans that are devised also
include the period of time in which the marketing activities have to be conducted.
g. Timeline
Timeline in a marketing plan can be defined as the frame of time in which the marketing activities have to be
conducted in order to achieve the goals and objectives that have been set in the plan . The amount of revenue
that has to be generated within a particular period is defined as timeline in a marketing plan.
2. Describe the following:
a. Business plan
2 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
Business plan can be defined as a document that is written in order to describe the details of the measures
that a newly established business is going to adopt in order to achieve its goals and objectives. It is necessary
that a plan be created especially for a new business such that the activities or operations that are performed
by the organisation are as per the plans and strategies that have been devised (McKenzie, 2015). It is
necessary to have a business plan such that the organisation emerges successful and is able to achieve its
objectives effectively.
b. Marketing plan
Marketing plan can be defined as the strategies that are devised in order to perform certain actions that will
aid an organisation to attract customers. A marketing strategy mainly includes the goals and objectives that
have to be achieved by an organisation. The strategies of marketing are devised based on the situation of the
market, the results that are expected from techniques of marketing that are adopted, the resources like skills,
time and finances that will be required to achieve the goals. It also includes the devices that will be used to
monitor the outcomes of marketing techniques used.
3. Provide 2 research methodologies and data collection techniques appropriate to marketing
industry.
The research methodologies can be defined as the methods of collecting ort gather data or statistics as well
as evaluation of the data that has been collected. Research methods also involve other activities that are
necessary for investigating a particular topic (Research-Methodology.net, 2019). Data collection techniques
can be defined as the measures that adopted to collect statistics from varying sources such that research
problem can be answered. The two techniques of data collection have been described below:
Secondary data collection: The data that is collected from articles and journals that have been published
before are termed as secondary data collection.
Primary data collection: Primary data collection is defined as the statistics that are collected by conducting
surveys and interviews. It is of two types, quantitative and qualitative data collection methods. Quantitative
data collection indicates the data that is collected from surveys and can be measured while qualitative data
collection methods can be defined as the data that is collected by conducting interviews. The data collected
through interviews cannot be measured.
4. Provide 2 types of marketing audits. Explain them in your own words.
Marketing audit can be defined as a part of process of planning of marketing. The process is conducted in the
beginning as well as at various points when the strategy or plan is implemented. Marketing audit is
concerned with internal as external factors that affect marketing strategies (Wu, and Dai, 2018). Marketing
audit can be defined as the factors both internal as external that affects the plans that are devised for
marketing. It is used for evaluating the goals as well as objectives of marketing. The two kinds of marketing
audit have been described below:
Marketing environment audit: The external factors that affects the operations and activities an organisation
are termed as marketing environment audit (Al Fahad et al., 2015). The factors that are covered in marketing
environment audit are political and economic environment of the organisation, natural and demographic
environment, etc. It aids to devise marketing strategies by analysing suppliers, competitors, customers, etc.
Marketing strategy audit: Marketing strategy audit is a process of analysing the objectives as well as
strategies of marketing. It monitors and analyses the marketing strategies as well as marketing objectives to
figure out if they are clear.
3 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
BSBMKG515
CONDUCT A MARKETING AUDIT
ASSESSMENT 2
STUDENT NAME
STUDENT NUMBER ASSESSOR’S NAME
REPORT
ASSESSMENT DUE DATE: 5.00 pm, <insert date>
ASSESSMENT TYPE: Group assessment
ASSESSMENT FORMAT: Group Activity – write a marketing audit report
SUBMISSION DETAILS
 This assessment task is due to be submitted at reception by 5.00 pm on the <insert date>.
 Any variations to this arrangement must be approved in writing by your assessor. Students may
request alternative arrangements subject to individual circumstances in consultation with the course
coordinator and trainer of the unit.
 A printed version of your assessment must be submitted with any required evidence attached.
 A completed cover sheet must be submitted with all assessments.
 Failure to submit your complete assessment at the date specified will be deemed as non-submission
 You are required to fill in, sign the academic honesty statement, and attach the assessment cover
sheet to the front of your submitted assessment. Ensure you sign the receipt form when submitting.
 Plagiarism: Failure to adhere to the plagiarism policy, as outlined on the assessment cover sheet,
will lead to the non-acceptance of the submitted assessment, as well as a written warning for
breach of the policy.
PERFORMANCE OBJECTIVE AND ASSESSMENT DESCRIPTION
Students should demonstrate the skills and knowledge required to conduct a marketing audit.This is a group
assessment where they need to conduct a marketing audit to any organisation of their choice. The group has
to submit a marketing audit report.
INSTRUCTIONS FOR THE STUDENT
Assessment 2 is compulsory.You are required to achieve competency in all questions to be deemed
Competent for this unit.
Write your group number and the name of your group members in the BOX below.
4 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
Group Number: ___001______
Name of Members: Gorkha Group
1.Hemant Bhatt
2.Samjhana Gurung
3.Anjila Lamichhane
4.Resam Sigdel
5.Neeraj Gurung
Perform the following activities. Submit this document in a report format.
ACTIVITIES:
Executive Summary
It is necessary that proper marketing plans are devised such that an organisation can grow and develop.
Chicken Treat is a fast food restaurant based in Perth, Australia. The organisation was established in 1976
and offers fast food items to its customers. The organisation Chicken Treat has 60 outlets in Australia and the
organisation has devised a marketing strategy based on PEST and SWOT analysis such that it can grow and
prosper.
Introduction
Marketing plays an important role behind the success of an organisation. Marketing is responsible for
advertisement of the products and services that an organisation offers. In this assessment, the organisation
Chicken Treat has been considered and its performance has been evaluated using the tools SWOT analysis
and PEST analysis. Its marketing goals have been described and its performance has been analysed based on
the performances of its customers. Marketing mix of the organisation has been conducted in order to review
its performance based on 4Ps. The history of the organisation has been described and recommendations
have been provided accordingly.
1. OVERVIEW OF THE ORGANISATION
Briefly describe the company. Include in your paragraph the following:
 Company Name Chicken Treat
 Company location Perth, Australia
 Date established 1976
 Number of employees 100
 Key personnel Frank Romano
 Company activities Fast Food restaurant
2. SWOT and PEST analysis
a. Perform a SWOT analysis. Identify all the company’s strengths, weaknesses, opportunities
and threats.
Strengths Weakness
 The organisation is well known in Australia as it
has 60 outlets in the country.
 The organisation lacks innovation in the food
items that it offers.
5 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
 The organisation offers a wide range of fast food
items.
 The organisation is popular in Australia.
 The organisation does not provide any food item
that is an alternative of fast food.
 The organisation does not have any plan of
expanding its branches in other countries.
Opportunities Threats
 The organisation has adopted new marketing
techniques in order to improve its visibility.
 The organisation is growing since its inception.
 The organisation has 60 outlets in Australia and
has plans to open more outlets.
 People are becoming health conscious that has
decreased the sales of fast food items.
 The organisation faces a tough competition from
its competitors like KFC that is a brand name and
has its branches all over the world.
b. Perform a PEST analysis. Provide one factor for each element and explain the impact of that
factor to the company.
Pest analysis is as follow:
Political Factors
Australia is a politically stable nation and is one of the most developed countries in the world.
The country attracts investors for investing in new business ventures. The political stability of
the country stimulates the investors to invest in the country, as the country is promising in
terms of growth and development of organisations.
Economic Factors
Australia has grown manifold in last 26 years. The country did not face recession when all
other nations in the world were facing financial crisis. In 2018, rate of growth of GDP was
2.2%. The GDP of the nation is expected to grow more in the upcoming years. As per reports,
the GDP of the country is expected to touch 2.5% in the year 2020
(En.portal.santandertrade.com, 2019). Thus, the organisations get a good opprtunuity in the
country to grow and develop as the nation provides the organisation many opportunities to
grow.
Social Factors
Australia has people of different races as well as cultures thriving in the country. The people
in the country have high standard of living that indicates the purchasing capacity of its
citizens are high. Thereby, the organisations investing in the country have huge chances of
growth and development.
Technological Factors
Australia has always been the initiator in terms of technological developments and has been
the first nation to adopt the latest technological development (The Conversation.com, 2015).
The country is known for innovations in the field of technology, therefore the organisations
investing in the country have immense opportunities of growth.
3. MARKETING GOALS AND OBJECTIVES
Outline and describe the company’s marketing goals and objectives
6 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
a. Short term goal/s – these are the goals/objectives to be accomplished in 12 months.
 Employ skilled labours
 Hire more employees in the organisation
 Offer discounts to customers in order to increase sales
 Adopt digital marketing techniques in order to increase the visibility of the organisation
b. Long term goal/s – these are the goals/objectives to be accomplished in 2-5 years.
 Expand its branches in other countries
 Foster innovation in the items it offers
 Increase the range of food items it offers to the customers
 Offer healthy food items as well along with fast food
4. CUSTOMERS
a. Describe who your current customers are.
Chicken Treat has been operating and serving its customers over a range of 40 years since 1976. The
organisation caters to the needs and desires of its customers of all age group. The youngsters in Australia
are the main customers of the organisation because they are more attracted to fast food.
b. Describe the customers you would like to target.
Customers that the organisation Chicken Treat targets are: Students Travellers and tourists People who are out to watch movies Working professionals Customers of all age groups especially the youngsters
5. MARKETING MIX REVIEW
Product
a. Describe what your products and services are.
Chicken Treat offers burgers, family meal, crunchified chicken, rotisserie chicken, snacks, wraps, rolls,
desserts, side dishes along with kid’s meal (Chicken Treat.com.au, 2019). The organisation offers mainly
snack items to its customers rather than heavy one time meal like lunch and dinner.
b. Identify and explain any innovation plan for any new product development.
The organisation can foster innovation in the food items it offers that can boost up its sales. The
organisation can shift its focus towards healthy food items from fast food, that is, the organisation needs
to foster innovation such that the meals it offers are a combination of fast food and health food items.
Price
c. Describe the company’s pricing policy. Explain whether they follow or ignore competitor’s
pricing strategy.
The organisation Chicken Treat offers its food items at cheap rates such that its customers can enjoy their
meals in the restaurant without having a pinch in their pocket. The organisation provides combos and
meals for kids as well as adults at reasonable rates as compared to its competitors.
7 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
Place
d. Identify the distribution channel through which they make their products and services
available to the market.
The organisation Chicken Treat offers their food items at their outlets along with it, it offers its customers
to sign up their accounts in its website and order the food items they desire.
Promotion
e. How does the company promote their products and services? Explain the company’s
promotional mix.
The organisation Chicken Treat has online presence and promotes its food items and products through its
websites. The organisation also uses hoardings and pamphlets in order to promote its products.
6. PAST BUSINESS OR MARKETING ENCOUNTERS
a. Describe what has helped the company grow its business.
The factors that aided the organisation to grow are: Feedbacks received from the customers Marketing techniques
b. List the factors that have hindered business growth.
The factors that hindered the organisation to grow are:
 Lack of innovation in its food items
 No plans of expansion outside Australia
 No alternatives to fast food
7. COMPETITOR
Identify your foremost competitor. Include the following:
 Company name KFC
 Product/services offering Chicken items
 Pricing $25
 Sizing and distribution methods Presence in several countries and online means of
distribution
 Sales or market share history The organisation has a huge share in the market and has its
presence in several countries
 Promotional strategy Online marketing, Social media marketing, TV advertisements,
hoardings, pamphlets
8. SUMMARY AND RECOMMENDATION
Analyse the information you gathered about the marketing activity of the company. Write a
summary of your analysis. What recommendation/s can you make as continuous improvement for
the company?
8 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
The organisation Chicken Treat has grown manifold since its inception in Australia, however, the
organisation does not have any strategy of its expansion in countries outside Australia. The organisation
offers fast food items to its customers. The organisation offers its products for customers of all age groups
however it mainly targets youngsters of the nation.
Recommendation
Recommendation that might be fruitful for the company are listed below:
 The organisation Chicken Treat must focus on innovation of the food items it offers
 The organisation must plan to expand its branches outside Australia
 The organisation must offer are a combination of fast food and health food items such that
perspectives of health conscious people can also be satisfied.
9 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”

Level 3 108 Margaret Street, Brisbane
QLD, AUSTRALIA 4000
CRICOS NO: 02763G RTO NO: 31353 [phone]
Reference List
Al Fahad, A., Al Mahmud, A.R., Miah, R. and Islam, U.H., 2015. Marketing audit: a systematic and
comprehensive marketing examination. International journal of scientific & Technology research, pp.215-
221.
Chicken Treat.com.au (2019). Chicken Treat | Menu. [online] Available at:
https://www.chickentreat.com.au/menu/ [Accessed 17 Apr. 2019].
En.portal.santandertrade.com. (2019). Economic and political outline Australia - Santandertrade.com.
[online] Available at: https://en.portal.santandertrade.com/analyse-markets/australia/economic-political-
outline [Accessed 17 Apr. 2019].
Henthorne, T.L., George, B.P. and Miller, M.M., 2016. Unique selling propositions and destination branding:
A longitudinal perspective on the Caribbean tourism in transition. Turizam: međunarodni znanstveno-stručni
časopis, 64(3), pp.261-275.
McKenzie, D., 2015. Identifying and spurring high-growth entrepreneurship: experimental evidence from a
business plan competition. The World Bank.
Murphy, P.E., 2015. Marketing, Ethics of. Wiley Encyclopedia of Management, pp.1-4.
Research-Methodology.net (2019). Data Collection Methods - Research-Methodology. [online] Available at:
https://research-methodology.net/research-methods/data-collection/ [Accessed 17 Apr. 2019].
The Conversation.com (2015). Technology will play a starring role in Australia's future story. [online]
Available at: https://theconversation.com/technology-will-play-a-starring-role-in-australias-future-story-
48001 [Accessed 17 Apr. 2019].
Wu, W.K. and Dai, W.T., 2018. Marketing Audit Implementation Criteria: Applying the Analytic Hierarchy
Process (AHP) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) Methodology. Advanced
Science Letters, 24(7), pp.4904-4907.
10 BSBMKG515: CONDUCT A MARKETING AUDIT_BSBMKG515: CONDUCT A MARKETING AUDIT_ASSESSMENTS_VER 1.0
© Queensland International Institute 2017
“IMPORTANT: Remember to reference all the sources you use to help you answer these questions and answer all questions in
your own words.”