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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2. Customised Daily Meal Delivery:
Good packing It may cause food poisoning if food packing not done
well
Office delivery It can be delayed during peak hours
3. Training and Employment
Train new employees They may not follow the rules and regulations
Lack of training A lack of training in the workplace can
impact business performance, turnover &
team morale, amongst others.
4. Bootcamp Health and Fitness Holidays
Older people Lack of exercise
Older people They will get bored at home
1.2 Develop marketing strategies that address strengths and opportunities
A. Marketing opportunities and the rationale for this selection:
1. Health Bar - This new approach not adopted by any other competitors can help Emu Fitness to expand their
market in competitive way.
2. Customised Daily Meal Delivery - Individual meals only (no family meal options) and meals can be
frozen. The weekly subscription can be paused or cancelled
3. Training and Employment - Training and development involves improving the effectiveness of
organizations and the individuals and teams within them.
4. Boot camp Health and Fitness Holidays - A boot camp is an exhilarating and effective way to get fit,
shape up and slim down. Our handpicked boot camp holidays are perfect for kick-starting weight loss and
improving cardiovascular health.
B. Marketing strategies for this opportunity:
1. Promotion and advertising – The promotional and advertising marketing strategy will ensure that Emu
fitness is able to clearly translate to their customers about their health bar and offering of customized daily
meal delivery.
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2. Product design and packaging – The product design and packaging strategy will help Emu Fitness to
ensure their products and service are attractive to customers and help in accomplishing opportunity of
promoting their boor camp in an effective manner.
C. Relevance of these strategies to organisation’s capabilities:
The analysis of the capabilities shows that internal capabilities of the organisation to achieve these opportunities have
some considerations, primarily cost and lack of experience in this area. However, cost can be easily tackled by (i)
having corporate discounts from a supplier due to high volume of purchase, and (ii) reflecting the cost of procurement
of gadgets to membership prices. This may cause a drop in membership numbers in the short-term, yet, in the long-run
it is expected to peak up and quickly recover due to the quality and innovative outlook the company will have
established in the market.
1.3Develop strategies to close gap between capabilities and marketing objectives
Gap areas between Emu Fitness’s current capability and marketing objectives:
1. Skills and attitudes of staff: The core values listed in the strategic marketing review document (though
noble in intent) are not reality based on the survey outcomes; this is critical as these are what should be
providing direction to the behaviours of staff which is currently seen as incredulous
2. No free machines: When you are working and have only that one hour to hit the gym, it can be a
crowded time. With the lines for a machine being really long it can affect your workout schedule not to
mention reduce the intensity and go on for much longer than you hoped.
3. Customer Experience. You cannot ignore your customer NEEDS. Associated with a
more innovative approach to servicing
4. Staffing. In recent years the workplace has been changing firstly with increasing use of casual rather than
permanent.
Strategies to address these gap areas:
1. Skills and attitudes of staff: Develop performance management system for both staff and management.
2.No free machines – Invest more in the gym to attract more customers
3.customer experience-Do better to impress customers
4.staffing- Recruit more experience staffs.
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1.4 Develop feasible marketing strategies and justify their selection
Feasibility study on the identified marketing strategies:
Marketing strategy 1: Health Bar / Promotion and advertising
1. Organisation’s strategic direction: This aligned with organisation’s strategic direction.
2. Organisation’s experience and resources: The company have sufficient resources to adopt he strategies,
3. Market trends: the market trend is positive to adopt this strategy.
4. Potential customers and their wants/needs: The strategy is effective to target new customers.
5. Rivalry: the proposed strategy will be strong competitive advantage for rivals.
Marketing strategy 2: Customised Daily Meal Delivery / Promotion and advertising
1. Organisation’s strategic direction: It is appropriated designed to be within the strategic direction of the
organization.
2. Organisation’s experience and resources: There is availability of all necessary resources for the functioning of
the strategy.
3. Market trends: The market trend is stable and favorable for the performance of the strategy.
4. Potential customers and their wants/needs: The strategy will enable to attract large customer base effectively.
5. Rivalry: The strategy will help the organization to be highly competitive relative to their rivals.
Marketing strategy 3: Training and Employment / Product design and packaging
1. Organisation’s strategic direction: The highly trained employees will help the organization to have an
effective strategic direction.
2. Organisation’s experience and resources: The strategy will allow the organization to have valuable employees.
3. Market trends: The market trend is positive for the organization to perform this strategy.
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4. Potential customers and their wants/needs: This strategy will ensure the organization is able to provide its
customers with high level of satisfaction.
5. Rivalry: The strategy will assist the organization to be ahead of its market competitors and gain competitive
advantage.
1.5 Develop a marketing performance review strategy
A framework for reviewing and measuring performance against marketing objectives
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The framework below will be used as a marketing performance review strategy framework to ensure marketing
plan components meet the aimed marketing objectives:
Following metrics will be used to gauge the effectiveness of the framework:
 Customer awareness
 Number of inquiries received from promotional activities: to evaluate the level of reach and media
effectiveness in terms of how well the communication activities convey the brand message and promote
the features and benefits of the new offering.
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 Customer reviews on the company’s social media channels: to monitor customer heartbeat and collect
intelligence through valuable feedback (customer generated content).
 Customer satisfaction levels
 Marketing Return on investment
Task 2: Plan Marketing Tactics
In this task, you will develop marketing tactics to achieve the marketing strategies for Emu Fitness which you
identified and analysed in Task 1. These tactics will include schedule of activities, costs, roles, and outcomes and
align with the legal and ethical requirements.
2.1 Develop a Tactical Marketing Plan to implement each marketing strategy
Strategy Description Tactics required
Advertising and promotional The advertising and promotion is
essential for marketing strategy as
it enables an organization to
promote its products and serves
effectively.
 Internet advertising
 TV advertising
 Print media
Product design It is vital for an organization to
have effective product design
strategy in order to develop
attracting products and services.
 Understanding customers
 High-quality material
 Clear description
Mass marketing The mass marketing strategy
enables an organization to reach a
large audience base effective.
 Effective advertising
 Product diversification
 Price discounting
Price The pricing strategy enables an
organization to gain competitive
advantage in the market by
altering price of products and
service.
 Price skimming
 Discounting
 Odd value price
Place The placing strategy assists an
organization to understand where
is it profitable to establish
business in order to fulfil
customer’s needs and wants.
 Market feedback
 Effective suppliers
 Attractive location
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2.2 Ensure tactics are achievable
Tactics of marketing strategy need to be achievable in order to promote the growth of the
organization. This helps to achieve both short and long term goals effectively. Given below are the tactics
and how they can be achievable:
Price skimming: In order do price skimming the organization needs to ensure its products is of high quality.
Effective supplier: It is important for an organization to establish reliable relations with their supplier for it
to be achievable.
Attractive location: the organization has to understand their customer in order to find attractive location for
it to be achievable.
Advertising: For advertising to be achievable the organization must pay attention to customer’s preferences
and needs.
Product diversification: For this tactic to be achievable the organization must make sure its research and
development is optimal.
Product description: to attract customers the organization has to give clear description about their products
and services and ensure achievability of customer base.
2.3 Ensure tactics meet legal and ethical requirements
The tactics an organization follows for its marketing strategy need to be ethical and meet all
necessary legal requirements in order to be effective and ensure successfulness in accomplish goals and
objective:
Price skimming: The organizations must do ethical price skimming without reducing the quality of product
which my harm customers.
Effective supplier: The organization must establish relation with ethical suppliers who can provide high-
quality raw material.
Attractive location: In order for an organization to attain an attractive location to conduct business it should
follow all legal requirements along with necessary document to conduct business.
Advertising: The organization has to make sure its promotional and advertising tactics are non-discriminator
to the community.
Product diversification:
Product description: The organization must provide its customers with clear description of the products and
service and act according to consumer law set by the government.
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Task 3: Prepare and Present a Marketing Plan
In this task, you will continue on building and finalising you marketing plan. This will involve you to incorporate
marketing approaches and a strategic marketing mix that align with the organisation’s objectives as well as your
selected marketing strategies and tactics. This will ensure that your marketing plan is coherent across all its
components. You will then present this plan to the orgnanisation’s key decision makers and use feedback received to
make the necessary adjustments before dissemination.
3.1 Prepare the Marketing Plan
Marketing plan is the overall business plan and the foundation for how the goals and objective of an
organization will be achieved in a timely manner along with measurability. Given below is the marketing
plan:
Market research: The organization must conduct a through market research in order to understand its
competitors. It should use market research tools such as Porter’ 5 force model, SWOT analysis and PESTLE
analysis.
Target market: It is important for the organization to identify and determine its target market to ensure for
who it wants to produces its products and services.
Positioning: For an effective marketing plan the organization must know its current position in the market to
understand how they can gain competitive advantage.
Competitive analysis: Once the organization has established its current market position it needs to conduct
competitive analysis in order to be effective in competing with their rivals.
Market strategy: The marketing plan should involve and effective marketing strategy that is aligned with
organizational objectives and goals.
Metric: The organization has to use metric tools such as feedback and balance score card system in order to
evaluate their performance of their marketing strategy.
3.2 Present Marketing Plan for approval
Marketing plan Explanation
Marketing research The marketing research will enable in understanding
the overall market situation.
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Target market It will assist in identifying if target market to sell
products and service effectively.
Positioning It will help to understand the current position of the
organisation in the market.
Competitive analysis It will assist in understanding the existing and new
competitors in the market effectively.
Market strategy It will help in development of a effective marketing
plan which will be efficient and adaptable to
situations.
Metric It will help in calculating the performance of the
organisation during the long-run.
3.3 Adjust and distribute Marketing Plan
Upon the receipt of the feedback from your stakeholders, make the necessary adjustments to your Marketing Plan.
Attach a copy of your email to the Marketing Manager.
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For Assessor Use Only
Task Outcome Sheets
The Outcome Sheet below is the assessment questions and tasks for each of the assessment events that the student
is required to complete. Assessors, tick ‘S’ if the student achieved a satisfactory outcome for an assessment task and
‘NYS’ if the student does not meet these requirements. Also, you are required to write comments on the quality of
this evidence under the ‘Comments’ column. For your judgement on the student’s overall performance, tick
‘Satisfactory’ if the student achieves a satisfactory outcome for all of the tasks or ‘Not-Yet-Satisfactory’.
Assessment Event 1 – Knowledge Questions
Assessment Event 1
Knowledge Questions S NYS Comments
Question 1
Question 2
Question 3
Question 4
Question 5
The student’s performance for Assessment Event 1 is  Satisfactory  Not-Yet-Satisfactory
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Assessment Event 1
Knowledge Questions S NYS Comments
Assessor Signature: Date:
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Assessment Event 2 - Simulation
Assessment Event 2 S NYS Comments
Task 1:
Devise marketing
strategies
Sub Task
1.1
Sub Task
1.2
Sub Task
1.3
Sub Task
1.4
Sub Task
1.5
Task 2:
Plan market tactics
Sub Task
2.1
Sub Task
2.2
Sub Task
2.3
Task 3:
Prepare and present
a marketing plan
Sub Task
3.1
Sub Task
3.2
Sub Task
3.3
The student’s overall performance is  Satisfactory  Not-Yet-Satisfactory
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Assessment Event 2 S NYS Comments
Assessor Signature: Date:
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Assessment Outcome Sheet
Student ID Family Name First Name
Course Code Course Title
Unit Code Unit Title Develop a Marketing Plan
Assessment Outcome
Assessor, please tick and date the student’s final outcome of this assessment:
Initial Submission Date Re-submission 1 Date Re-submission 2 Date
C NYC ___/___/____ C NYC ___/___/____ C NYC ___/___/____
Assessor’s Feedback
Assessor, please provide your comments on the student’s final outcome of this assessment:
Assessor Full Name Signature Date
Assessor Declaration:
I declare that I have conducted a fair, valid, reliable
and flexible assessment with the student, and I have
provided appropriate feedback.
Assessor Name:
Assessor Signature:
Date:
Student Declaration Regarding Final Assessment Result
I agree with the Final Assessment Result awarded to me in this
assessment and I have been informed of my student right to appeal the
decision, as explained in the ATQ College appeals policy.
Student Name:
Student Signature:
Date:
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