BSBMKG609 Develop a Marketing Plan: Strategies, Legality, and Ethics

This BSBMKG609 assignment focuses on developing a comprehensive marketing plan. It begins by outlining common marketing opportunity options such as strategic alliances, new product development, market penetration, and takeovers, providing explanations and examples for each. The assignment then details common marketing strategies including advertising, product design and packaging, pricing, and place, again with illustrative examples. Furthermore, it discusses various marketing approaches like mass marketing, differentiated marketing, niche marketing, and internet marketing, supported by relevant examples. The assignment emphasizes the importance of aligning marketing strategies, approaches, and the marketing mix with organizational objectives, ensuring they are legal, ethical, and achievable. The processes to ensure this alignment involve establishing a clear mission and vision, understanding the industry position, implementing effective marketing tactics, and executing the plan while considering resource allocation and scheduling. Finally, it highlights the significance of legal and ethical marketing practices to avoid discrimination and maintain customer trust. Desklib offers a range of similar solved assignments and past papers for students.

2q
Advanced Diploma of Leadership and
Management
STUDENT ASSESSMENT
BSBMKG609
Develop a Marketing Plan
Student Name:
Student ID:

Assessment Information
Welcome to your Student Assessment Workbook for BSBMKG609 Develop a Marketing Plan.
This Student Assessment Workbook is where you will write all your responses for the knowledge questions and
simulation tasks. Please refer to the Student Assessment Guide for more information.
This assessment has the following two events:
Assessment Event 1 – Knowledge Questions:
There are five questions that will provide us with evidence of your general knowledge of legislative requirements
as well as the concepts, principles, and processes used in marketing.
This assessment is completed in your own time and by a submission date provided by your Assessor. You may use
support material in the development of your responses, but you must indicate the source. In addition, you must
not ‘cut and paste’ content from your source, rather, use your words, unless it is a direct quote.
Assessment Event 2 – Simulation: Emu Fitness
You will complete a number of tasks that will provide us with evidence of your skills in developing and presenting
a marketing plan in accordance to organisational requirements. These tasks will be based on your role of
Marketing Specialist in a simulation with an fitness and wellbeing organisation.
To complete the Simulation, you will need to refer to the following resource:
Emu Fitness Strategic
Marketing Review
Contains data and information about the background to Emu Fitness. You will refer
to this document throughout Assessment Event 2 and particularly with Task 1.1
where you will review the current market and potential opportunities.
Please note that your responses for both assessment events can (where appropriate) use dot point format. See
below for an example of a dot point response and a full sentence response.
Dot point format Presentation Plan includes the following:
 outcomes
 needs of the audience
 context.
Full sentence format When you are preparing for a presentation, there are a number of tasks that must be
carried out. These are listing the outcomes that you want to achieve, followed by the
identification of the needs of your audience. When you have completed these two tasks
you then check on the room that you will be conducting the presentation in.
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
 complete all of the questions and tasks listed in the Student Assessment Workbook
 meet all the requirements listed in this Student Assessment Guide
 your responses to the questions and tasks must be relevant, accurate and specific
 submit your completed Student Assessment Workbook to your Assessor within the set timeframes
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 your work must be in your own words
 where you use an external source of information, you must provide citation.
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Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBMKG609 Develop a Marketing Plan. It is important
that you understand this assessment before taking on the questions and tasks. To confirm that you have been given
this overview, we ask you to complete the following Pre-Assessment Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm your
understanding or ‘N’ if you disagree. In case you disagree with an item, please provide your reason under the
‘Comments’ column.
When you have done this, we ask you to sign this Pre-Assessment Checklist. This acknowledges that your
Trainer/Assessor has discussed all of the information with you prior to undertaking this assessment.
Pre – assessment Checklist Comments
Y   N I, the student, understand the purpose of the assessment.
Y   N I understand when and where the assessment will occur, who will
assess and in what format the assessment will be submitted.
Y   N I understand the methods of assessment.
Y   N I understand what resources are required to complete this
assessment.
Y   N I understand the performance level required for each assessment
event.
Y   N
I understand that it must be my own work. I have been explained
and understand the serious consequences in case this work is found
plagiarised.
Y   N I understand the process if I am deemed not yet competent.
Y   N I understand the feedback process and the appeals process.
Y   N The assessor has discussed with me if I have any special needs and if
so what arrangements have been made.
Student Full Name Student ID Student Signature Date
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Assessment Event 1 – Knowledge Questions
The information contained in this assessment event lists the questions that you will need to develop a written
response. These questions are theoretical and provide evidence of your understanding of the principles of marketing
in terms of marketing opportunity options, strategies, approaches, ethical requirements, and legal contexts. Each
question includes the requirements which indicate what you have to do and the depth of your response to achieve a
satisfactory result.
Question 1
In the table below, outline common marketing opportunity options used in organisations.
Write your response into the table:
Marketing Opportunities Explanation Example
Strategic alliances
It is an arrangement between
two companies in order to
share resources and
undertake a specific, mutual
beneficial project. It allows
tow organisations, or other
entities to work towards
common or related goals.
To increase their
customer base and
overall market share
adventure sport
companies build strategic
alliance with energy drink
companies and form an
alliance to attract
common customers to
their respective
company’s
New products or services to target specific markets
An organisation may devise
product development
strategies to target different
niches of the market. These
strategies may include new
products and/or services or a
derivative of the current
products and/or services that
are crafted to meet the
specific needs of that market.
To increase weekday
sales, a movie theatre
company develops a
platinum service
specifically targeting
seniors. Including in this
service is a website that
provides information
specific to the needs of
that market such as
restaurants, health care
information, recent
holiday experiences of
members, etc. This is to
attract a targeted market
via offering them a
specific and fully tailored
value offer.
Greater penetration with existing products or services Packaging of products Make the product very
representive.
Take-overs A company (the acquirer)
purchases another company
(the target to be acquired)
either within their current
market or within a different
market in order to further
For some, if you cannot
beat the competition, you
join them. For others,
takeovers are the best
way to ensure less
competition. Sometimes
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Marketing Opportunities Explanation Example
their market share and/or
competitive advantage. The
target company may lose its
business identity as its
absorbed into the acquirer or
may maintain its identity with
profits going to the acquirer.
however these takeovers
can cost a lot. By a lot,
we mean billions of
dollars of wealth
changing hands between
these companies.
New business via franchising
Franchising brings with it
several advantages and
disadvantages for firms
looking to expand into new
areas and foreign markets
Hertz. Changing the
sector for our franchise
examples, next on our list
is Hertz – a leading car
rental company that
operates 10,200
corporate and franchisee
locations across the
Question 2
In the table below, outline common marketing strategies used in organisations.
Write your response into the table:
Strategy Explanation Example
Advertising Advertising is a marketing
communication tool which allows an
organisation to promote their
products and services in an efficient
manner.
An organisation invests in
advertising by TV advertising along
with billboards and banner to
promote their products and services
to attract potential customers.
Product design and packaging It refers to the overall design and
packaging of products. It is crucial
for marketing as a product with
unique packaging and design will
provide customers with a long
lasting fist impression.
In order to attract targeted
audience (kids) the chocolate
producing companies will make sure
to make the packaging and design
of their products colourful and have
funny characters to attract children
towards their products.
Pricing It is a effective marketing tool which
allows an organization to use the
price of their products in order to
enhance their overall marketing.
An organization such as cafes will
cut down their prices of its products
periodically with discount offers.
This decrease in price serves as a
marketing tool as many customers
are attracted to their products and
services.
Place It refers to being at the place where
customers are in order to be
effective in marketing products and
services to them in an efficient
manner. It ensures that customers
There are various juice centres and
business that are established
around places such as jogging tracks
and gyms. This allows these
businesses to capture their targeted
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are attracted due to the presence of
business being at the right place.
customer base by being at the right
place to offer their products and
service.
Question 3
In the table below, outline common marketing approaches used in organisations.
Write your response into the table:
Approach Explanation Example
Mass marketing It is the approach of marketing where
an organisation decides to ignore the
different segment of the market and
try to be appealing to the whole
market with one offer or strategy.
The big-box stores such as
Target and Best Buy are the
perfect examples of who utilize
mass marketing approach in
order to provide their products
and services to a large customer
base. They offer products and
services regardless of market
segmentation.
Differentiated marketing This marketing approach refers to
when an organisation identifies and
decides to provide separate offerings
to each different segment of the
target market.
The companies which offer
products relative to a healthy life
style are performing
differentiated marketing
approach as they are focused on
selling their products to
customers interested in healthy
lifestyle.
Niche marketing / concentrated
marketing
The marketing approach refers to
when an organisation is concentrated
and applies all its efforts along with
resources on offering products and
services to just one segment of the
market.
An organisation who offers
vegan products to its customers
fall under the concentrated
marketing approach. This is due
to their market being niche and
very concentrated in nature with
a limited customer base and
market share.
Internet marketing This marketing approach refers to
when an organisation utilizes the
internet to promote its products and
service to a large of specific target
customer base.
Amazon and Facebook use
internet marking approach in
order to offer their customers
access to various products of
wide variety. They target both
the mass and niche market at
the same time.
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Question 4
Explain processes to ensure marketing strategies, approaches, and marketing mix align to organisational objectives
and are legal, ethical, and achievable.
A process to ensure marketing strategies, approaches, and mix align to organisational objectives:
It is vital for an organisation to follow a process in order ensure effective marketing strategy, approaches and
mix align to the objectives of the organisation. The process is as elaborated below:
a) Mission and vision: In order for the marketing strategy to achieve organizational objectives there has to be an
effective establishment of mission and vision that outline the overall goals they want to achieve.
b) Industry position: the organization must identify and determine their current industrial position to have an
effective marketing strategy for achieving organizational objectives.
c) Establishing marketing tactics: the organization has to utilize various marketing tactics in order to apply their
marketing strategy in an effective manner along with the ability of be aligned with the organizational
objectives.
d) Process of work: once the necessary plan has been established it is vital for an organization to put the process
into action while taken into consideration such as obtaining resources and developing schedule for
achievement a of organizational objectives
A process to ensure marketing strategies, approaches, and mix are legal and ethical:
It is important for an organization to have legal and ethical in its marketing to ensure there is no
discrimination relative to customers and the community. Given below is the process to ensure legal and ethical
approach of marketing strategy:
a) Protecting consumer and data: the organization can keep its marketing strategy, approaches and mix legal and
ethical by following consumer oriented laws and regulations. This will ensure their marketing is ethical and
ensure their data remains safe.
b) Committing to sustainability: the organization can be ethical in its marketing strategy and approaches by
making them sustainable relative to environment laws and regulations,
c) Unverified claims: the organization must not make unverified claims relative to its products and services
while developing marketing strategy, approaches and mix to ensure they do not face any legal hindrances
from their customers.
A process to ensure marketing strategies, approaches, and mix are achievable:
Once an organisation sets its objectives and then decides on its marketing strategies, approaches, and mix
elements, it then should conduct a comprehensive feasibility study based on a number of critical success factors:
a) scope – will these strategies, approaches, and mix elements be sufficient to achieve the set objectives?
b) internal competency – does the organisation possess the necessary skillset, intelligence, and distinctive
capabilities (e.g. networks, relations, trade secrets, experience, etc.) to implement these strategies, approaches,
and mix elements?
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Question 5
In the table below, outline the legislative and regulatory context of an organisation relevant to a marketing plan.
Write your response into the table:
Legislation/Codes/Standards Summary of Key Provisions
1. Competition and Consumer Act 2010
This law plays a crucial part for an organization for market plan as it the
law focuses on relationship between suppliers, wholesalers, retailer
and consumer. Its purpose is the overall welfare of Australians by
promoting fair trade and competition.
2. Copyright Act 1968
This law is vital for an organisation as it involves protection and given
the business copyright ownership of original work. This helps in
marketing plan as organisation are able to safeguard their products
and its design from competitors.
3. Australian Human Rights
Commission Act 1986
It is important for a marketing plan to have the involvement of all
employees to come up with innovative ideas and option. This law
ensures there is no discrimination against employees within an
organisation and all employees are respect for their occupations.
4. Privacy legislation in Australia
This act ensure when a marketing plan is being developed on the
bases of customers data it is handled with care and respect. The
customer data needs to be protected and be utilizes ethically to
safeguard the customers private information.
5. Anti -spam legislation
This law ensures that an organisation in its marketing plan is not being
discriminator against particular group of people by developing or
designing products and service. These groups are often refers as
protected groups and classes.
6. Advertising standards regulations
This law helps an organisation to follow advertising standards and
codes to ensure that advertising in their marketing plan is prepared
with senses of social responsibility and is not bias or discriminatory.
7. Environment protection regulations
The regulation focuses on that an organisation takes into account their
impact on the overall surround environment and people in the region
while developing their marketing plan.
8. Antitrust regulations
This law makes sure those organisations are not able to come into
collaborating in order to alter prices according to their preference. This
helps an organisation to develop an marketing plan with appropriate
pricing strategy.
9. Licenses regulations
The licensing regulation ensures that the organisation has appropriate
paperwork to conduct its business operations. It helps the organisation
to develop marketing plan that is legally appropriate and follows all
legal requirements set by the government.
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Assessment Event 2 – Emu Fitness Simulation
In this simulation, you will take the role of Marketing Specialist for a fitness and health organisation called Emu
Fitness. In this role, you will show your skills in preparing and presenting a marketing plan to stakeholders which
includes an evaluation of marketing options, development of marketing strategies and performance review metrics
in alignment with the organisation’s strategic direction, planning of marketing tactics meeting relevant legal and
ethical requirements, and adjustment of the marketing plan in consultation with stakeholders.
Task 1: Devise Marketing Strategies
In this task, you will develop marketing strategies to achieve the direction of Emu Fitness. The development of these
strategies will be based not only the strategic objectives but the capability of the organisation to achieve these
opportunities. This task involves an analysis of the organisation and its environment as well as the development of
actions to ensure the strengths and weaknesses are managed to take advantage of the opportunities.
1.1 Evaluate marketing opportunity options
A. Four marketing opportunities
1. Health Bar:
This opportunity is about developing and offering a health bar facility in each centre that provides a range of
nutritional products that facilitate in healthy diets, weight loss, body repair, etc.
Having health bards in centres is relevant to the organisation’s strategic direction as they will enable the organisation
to offer a new product that is moderate to high in innovativeness yet will be a huge boost in its core values, in
particular ‘nourishment’, ‘care’, and ‘awareness’ as a fitness and wellbeing service provider. Also, it would support
the general objectives of enriching the brand cultivating the organisational image as a premier health and wellness
provider.
2. Customised Daily Meal Delivery:
Meals plans designed specifically for weight loss but can also be used for the convenience by people who live a busy
lifestyle. Customers order weekly meals fully customised in accordance to their goals.
3. Training and Employment:
To ensure the best quality customer service experience, in-house built training programs can be delivered. The
national qualification to become a fitness instructor is the Certificate III in Fitness. When registered as a RTO, a wide
range of qualifications can be issued. Promising students can be offered further employment. Theory classes can be
delivered online to encourage flexible learning and reduce training costs whereas practical sessions can be
conducted in real business premises to foster the teaching experience.
4. Bootcamp Health and Fitness Holidays:
Health and fitness holidays for people who enjoy time abroad whilst also improving their health. Major competitors
are Thailand Fitness Boot Camp, Health and Fitness Travel, International Fitness Holidays, and CruiseFit.
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B. How these opportunities are relevant to organisational objectives
1.Realistic and achievable safety and health objectives should be established to meet the
organisation’s safety and health policy. Objectives should be aimed and focused at overall
improvement in safety and health performance and should be supported by specific
performance standards and targets. It will attract new customers.
2. Community-level outcome objectives. These are often the product or result of behavior
change in many people. They are focused on change at the community level instead of an
individual level.
3. To impart skills among the workers systematically so that they may learn quickly.
(iii) To bring about change in the attitudes of the workers towards fellow workers, supervisor
and the organization. (iv) To improve the productivity of the workers and the organization.
4. A bootcamp is an exhilarating and effective way to get fit, shape up and slim down. Our
handpicked bootcamp holidays are perfect for kick-starting weight loss and improving
cardiovascular health.
C. Evaluate each opportunity risk
1. Health Bar:
There are a number of risk areas associated with this potential undertaking such as:
High cost requires considerable cost to generate food department including
resourcing, procurement, and staffing
Food and beverages aren’t appealing in taste Health bar food may taste bland due to the nature of sugar-free
recipes which may cause decrease in sales
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