BSB52415 Diploma of Marketing: Sports Australia Case Study Assessment

This case study assessment focuses on Sports Australia, a fictitious sports TV channel, and aims to develop a market research plan to increase its relevance among underrepresented audience groups and grow revenue. The assessment involves analyzing the current subscriber base, identifying the research problem, defining SMART objectives, and determining appropriate research methods and data types. The student is tasked with outlining the key stakeholders, data sources, and methods for quantifying data. The assessment also includes an overview of Sports Australia, its key benefits, and the role of market research in benefiting the organization. The student is required to provide detailed answers to the questions provided in the case study scenario. The case study covers various aspects of marketing research including secondary and primary data, qualitative and quantitative research, and the development of a marketing mix and promotional mix.

Case Study Assessment
Criteria
Unit code, name and release number
BSBMKG506 Plan Market Research Release 1
Qualification/Course code, name and release number
BSB52415 Diploma of Marketing & Communication
Student details
Student number
Student name
Assessment Declaration
 This assessment is my original work and no part of it has been copied from any other
source except where due acknowledgement is made.
 No part of this assessment has been written for me by any other person except
where such collaboration has been authorised by the assessor concerned.
 I understand that plagiarism is the presentation of the work, idea or creation of
another person as though it is your own. Plagiarism occurs when the origin of the
material used is not appropriately cited. No part of this assessment is plagiarised.
Student signature and Date
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Date created: 10 August 2018
Date modified: 31/08/2024
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This assessment can be found in the: Learning Bank
The contents in this document is copyright © TAFE NSW 2018, and should not be reproduced without the
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Assessment instructions
Table 1 Assessment instructions
Assessment details Instructions
Assessment overview The objective of this assessment is to assess your knowledge and
performance as would be required to Evidence of the ability to:
 identify and define market research requirements in an
organisation
Assessment Event
number
1 of 3
Instructions for this
assessment
This is a case study assessment and it will be assessing you on your
knowledge and performance of skills required by the unit.
This assessment is in three parts:
1. Case study scenario
2. Short answer questions
3. Assessment feedback
Submission instructions On completion of this assessment, you are required to email upload it
or hand it to your trainer for marking.
Ensure you have written your name at the bottom of each page of this
assessment.
It is important that you keep a copy of all electronic and hardcopy
assessments submitted to TAFE and complete the assessment
declaration when submitting the assessment.
What do I need to do to
achieve a satisfactory
result?
To achieve a satisfactory result for this assessment all questions must
be answered correctly.
What do I need to
provide?
Calculator, pens, measuring equipment
What the assessor will
provide?
Equipment, reference material.
Due date and time
allowed
24 September 219, One week.
CPCCBC4018A Assessment Event 3 Version 1.0 Page 3 of 14
Disclaimer: Printed copies of this document are regarded as uncontrolled.

Assessment details Instructions
Assessment feedback,
review or appeals
Appeals are addressed in accordance with Every Students Guide to
Assessment.
Specific task instructions
The instructions and the criteria in the case study below will be used by the assessor to determine
whether you have satisfactorily completed the Case Study Scenario. Use these instructions and
criteria to ensure you demonstrate the required knowledge.

Part 1: Case Study Scenario
To complete this part of the assessment, you will be required to read the Case Study Scenario below.
Once you have read the information, you are required to complete your written responses to tasks 1
– 5 in the spaces provided in this document. Please ensure you take note of the volume of response
requirement where indicated.
Once completed you will need to submit this assessment to your assessor for marking.
Case Study Scenario:
Please refer to the power point presentation on Sport Australia TV Channel client brief.

Part 2: Short answer
Complete the following sections after reading the background and client brief for Sports Australia
TV Channel. You are required to develop the Research Problem of your client.
Your answer should be a minimum of 150 words but no longer than 250 words.
Task 1: Overview
The organisation
Provide an overview of Sports Australia.
Sports Australia is a fictitious TV channel for sports. Sports Australia channel is available
through an App and subscription TV. Sports Australia is used by 2.5 million audience
overall. Website of Sports Australia attracts 2 million unique audience on average in
Australia. Nearly 5 million videos of Sports Australia are streamed every month by the
audience. 5000 hotels have subscribed to Sports Australia. Over 200000 hotel rooms
have access to Sports Australia channel for their audience. Subscribers of Sports Australia
can enjoy premium sports content which covers AFL, A-League, NRL, Rugby Union,
Motorsports and many more. According to research, Sports Australia can still have
enough room for growth. Over 123000 subscribers of Sports Australia are from either UK
or Ireland. Sports Australia have subscribers from New Zealand as well. There is still
room left for growth of the channel. As per the research, only 50000 of the group are
subscribers. Sports Australia is looking to improve its service and is looking to grow more.
Key benefits of research
Describe the role of market research in benefiting the organisation.
Market research is represented as service for helping organization, individual and service
provider in making more informed, better decisions. Market research can be used for gaining
better perspective and helps in understanding target audience. Both major and minor research
could be utilized as insurance policy against obvious threats. Qualitative research can be added
with this for deeper research for highlighting certain opportunities and warning signs which
might be missed. Research findings could be used for adapting and learning from previous
weaknesses while utilizing the new knowledge from analysis of competitors. Investment risks
needs to be minimized. Best chance of achieving business goals is by taking time to invest in own
research. Research agency should be consulted with regularly about varieties of techniques

which can be employed to spot and can help in exploiting these trends. Knowledge in leveraging
insights and findings which can be extracted from the market research, data research and
audience research are key factors for getting and staying ahead. Market forecast is major
component in market analysis which projects future members, trends and characteristics in
targeted market.
Key stakeholders
Client representative Kashif Chhauhan will collaborate among client and researchers.
Strategy Manager of Sports Australia Julian Sproule is the head of project and have prepared the
brief.
Engagement and Community Manager of Sports Australia Emily Strong has had few input to brief
of the project and would be part of the team of Sports Australia who would act on outputs for
creating engagement strategy for underrepresented sports fan.
Creative Director of Sports Australia Clive Board has the responsibility in looking and feeling of all
iterations of Australia such as TV, App etc. and would be team’s prime member who would be
looking at new brands and rebranding under banner post of Sports Australia.
CEO of Sports Australia Mike Dawson would have the responsibility of approving distribution and
content changes as suggested by Julian Sproule from the research.
J Walter Thompson who is the head of external creative advertising agency would be responsible
for creating new direction for this channel.
External media agency’s Ikon would be responsible for strategy of new media buying.
Several CEOs and Marketing Heads at streaming platforms and subscription TV hosting Sports
Australia showed great interest for understanding changes in offerings of Sports Australia.
Client who is represented by Kashif Chauhan is available for phone consultation and email at any
part of the project and amendments might be requested by the client for the plan after
completion.
Outline the key stakeholders who will be involved in the project and how they will be
consulted through the research project.
1. The research problem
From the results of the analysis define the market research problem or opportunity you plan
to pursue, describing why the research should be undertaken.

Market research problem is the most crucial step as when a problem is accurately and
clearly identified for conducting the research project properly. Defining the problems of
market research sets course for entire project. Research can be conducted and designed
properly only when the problem of marketing research is clearly defined. Inadequate
definition of problem is the leading cause for failure of marketing research project. More
involvement and better communication in defining problem are most frequently
mentioned processes in improving usefulness of research. For understanding background
of problem of marketing research, researchers should understand firm of the client.
Researcher must analyse factors which have impact on definition of problem of
marketing research. Majority of businesses opt for web tools as they are not resource-
intensive and are cost-efficient. Before investigating best tools for research, the market
should be established first. There are several online instruments which allow in gathering
as much data as required.
Task 2: Key Objectives
Consult with key personnel to draft clearly defined research objectives that follow the
SMART framework.
Specific Measurable Achievable Relevant Time limited
Objective:
Segmenting
target market
Address the facts
which viewer
wants
Can be achieved
if requirements
of viewers are
met.
It provides data
about market
share, level of
viewer
satisfaction
1 week
Objective:
Determining if
new product
variation would
be accepted
Evaluating
variation of new
product
Planning
variation of new
product
Identifying
similar type of
products and
formulating
strategies
2 weeks
Objective:
Determining if
marketing mix
Evaluating
nature of
Evaluating
components of
Marketing of
product needs
3 weeks

is to be
reviewed product product to be done
Objective:
Determining if
promotional
mix is to be
reviewed
Evaluating size of
market
Market
Penetration
Spending on
more
advertising
3 weeks
Objective:
Determining if
marketing mix
is likely to be
successful
Promoting
product in
market
Pricing structure
of product
Preparing
individual
advertisements
3 weeks
Objective:
Determining if
promotional
mix is likely to
be successful
Interacting with
customers
directly for
promotion of
product
Distribution
Strategy
Extending
advertising for
maximizing
market value.
2 weeks
Objective:
Reviewing
current
marketing
position
Evaluating
nature of market
Internal and
external analysis
of market
Evaluating
marketing
strategy
2 weeks
Add new stages and rows as needed.
Task 3: Research method and technique
Data types and combinations
The types and combinations of data that you will reference to inform the research
objectives.
When considering objectives of market research, researchers might realize that huge
information which they require could be obtained with using of existing reports,
published statistics and documents. This data is secondary data. The process of collecting
secondary data is desk research or secondary research. Other information which needs

to be collected specifically for answering research objectives. This is primary data and
the method of collecting is primary research. Surveys and questionnaires are included in
primary data. Secondary research is normally easier, less expensive and faster than
primary research. Primary research involves usually designing tool for data collection
like survey and spending considerable time for contacting customers and gathering
replies. Secondary data could be simple as browsing internet by using necessary search
items.
Identify and gather data
List the methods that you will use to identify data sources and gather the appropriate data.
Qualitative Marketing Research: It is used generally for exploratory purposes. It relates
to factors which can be expressed or quantified in terms of quantity. The measurement
of amount or quantity is involved in this research method. Several available econometric
and available methods are used for analysis in this research which includes analysis of
time series, regressions and correlations.
Qualitative Marketing Research: It is related with qualitative phenomena, or factors
related in involving quality. An essential kind of qualitative research is “Motivation
Research” that investigates the reasons in certain behaviours of human. The major aim
of this research is to discover underlying desires and motives of human beings with the
help of in-depth interviews.
Quantify the data
Describe how you will quantify the required data.
It is essential in quantifying data gathered through qualitative research. Qualitative
data’s analysis involves in transforming data from images or words to numbers. It is done
through ethnographic coding and look for patterns that are emerging. If qualitative
information is in answers form for questionnaire surveys, the data can be quantified also.
First, the data should be organized. Data could be organized into groups that relate in
particular sections of interest. Second step is reading carefully every data and
constructing category system which allows every information to be systematically
sectioned. If there exists huge data which cannot be fitted in category system it means
there exists a flaw which requires reorganizing of the system. Qualitative research have

label of all data. Once system is created to organize data, each section should be
provided number and survey and interview transcriptions are coded. After coding data,
data should be organized for interpreting. Charts and matrices are used for compiling
interview data, as pattern could be determined between respondents.
Evaluation of data methods
A comparison and evaluation of two (2) suitable data processing methods.
Manual Data Processing: Processing of data is done manually without any use of tool or
machine for getting results of manual processing of data. All logical operations and
calculations are performed manually in manual processing of data. Similarly, transfer of
data takes place from one area to another manually. However, this data processing
method is quite slow and there is a chance of getting errors in outputs. This data
processing type forms are of quite primitive stage as there was no technology available
or could not be affordable.
Electronic Data Processing (EDP): It is modern and latest technique used for processing
data. Data is processed by a computer. Instruction set and data are provided as input to
computer and the data is processed automatically by the computer according to given
instruction set. This data processing method is quite accurate and fast. EDP can of
several types such as batch processing, online processing, distributes processing and
real-time processing.
Task 4: Preliminary scope
Scope statement
Prepare a defined scope statement that describes:
 Research that is in the scope for this market research project.
 What is not included in the scope of this market research project.
The scope for marketing research stretches from identification of requirements of
consumers and evaluation of satisfaction of customer. It comprises of research which is
related to products, consumers, distribution, sales, pricing and advertising. Clear view for
scope of marketing research might be obtained by following the classification of activity

of marketing research. Whole approach of marketing pivots for meeting requirements of
consumers. It is important in understanding the requirements of the consumers, how the
product is perceived by him/her, what is required by him/her out of product, what
sources of data, influence processes are and how the decision of brand choice is made.
Initial project estimates
Your initial estimates of the scope of the project in regard to:
 Duration
 Resources
 Budget