Marketing Plan for Smart Wear Company - BSBMKG609 Assignment

This assignment presents a comprehensive marketing plan developed for the Smart Wear Company, focusing on the introduction of new product lines (lightweight luggage and customized logo sportswear) in the California market. The plan outlines organizational objectives, including becoming a leading supplier within five years and establishing a strong online presence. The assignment analyzes marketing opportunities, evaluates risks and returns associated with a cost-leadership strategy, and develops marketing strategies that leverage the company's strengths and resources. It details resource allocation, including budget and employee expertise, and provides a diagram breaking down the marketing strategy development process. Activities cover market analysis, strategy development, and resource allocation, providing a detailed guide to creating a marketing plan.

BSBMKG609
Develop a marketing plan
Learner Workbook

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Table of Contents
Table of Contents.....................................................................................................................2
Candidate Details.....................................................................................................................3
Assessment – BSBMKG609: Develop a marketing plan...................................................3
Competency Record to be completed by Assessor.............................................................4
Observation/Demonstration....................................................................................................5
Activities....................................................................................................................................6
Activity 1A.........................................................................................................................6
Activity 1B..........................................................................................................................7
Activity 1C..........................................................................................................................8
Activity 1D.........................................................................................................................9
Activity 1E........................................................................................................................10
Activity 1F........................................................................................................................11
Activity 2A.......................................................................................................................12
Activity 2B........................................................................................................................13
Activity 2C........................................................................................................................14
Activity 2D.......................................................................................................................15
Activity 2E........................................................................................................................16
Activity 3A.......................................................................................................................17
Activity 3B........................................................................................................................18
Activity 3C........................................................................................................................19
Activity 3D.......................................................................................................................20
Skills and Knowledge Activity.........................................................................................21
Case Study .......................................................................................................................22

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Candidate Details
Assessment – BSBMKG609: Develop a marketing plan
Please complete the following activities and hand into your trainer for marking. This forms
part of your assessment for BSBMKG609: Develop a marketing plan.
Name: _____________________________________________________________
Address: _____________________________________________________________
_____________________________________________________________
Email: _____________________________________________________________
Employer: _____________________________________________________________
Declaration
I declare that no part of this assessment has been copied from another person’s work with the
exception of where I have listed or referenced documents or work and that no part of this
assessment has been written for me by another person.
Signed:
____________________________________________________________
Date: ____________________________________________________________
If activities have been completed as part of a small group or in pairs, details of the
learners involved should be provided below:
This activity workbook has been completed by the following persons and we acknowledge
that it was a fair team effort where everyone contributed equally to the work completed. We
declare that no part of this assessment has been copied from another person’s work with the
exception of where we have listed or referenced documents or work and that no part of this
assessment has been written for us by another person.
Learner 1: ____________________________________________________________
Signed:
____________________________________________________________
Learner 2: ____________________________________________________________
Signed:
____________________________________________________________
Learner 3: ____________________________________________________________

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Signed:
____________________________________________________________
Competency Record to be completed by Assessor
Learner Name:
_______________________________________________________
Date of Assessment: _______________________________________________________
The learner has been assessed as competent in the elements and performance criteria and the
evidence has been presented as:
Assessor Initials
Authentic
Valid
Reliable
Current
Sufficient
The learner is deemed: COMPETENT NOT YET
COMPETENT (Please circle)
If not yet competent, date for re-assessment:
____________________________________
Comments from Trainer / Assessor:
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________
Assessor Signature:
________________________________________________________

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Observation/Demonstration
Throughout this unit, you will be expected to show your competency of the elements through
observations or demonstrations. Your instructor will have a list of demonstrations you must
complete or tasks to be observed. The observations and demonstrations will be completed as
well as the activities found in this workbook. An explanation of demonstrations and
observations:
Demonstration is off-the-job
A demonstration will require:
 Performing a skill or task that is asked of you
You should be able to demonstrate you can:
1. Devise marketing strategies
2. Plan marketing tactics
3. Prepare and present a marketing plan
You should also demonstrate the following skills:
 Reading
 Writing
 Oral communication
 Numeracy skills
 Navigate the world of work
 Interact with others
 Get the work done

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Activities
Activity 1A
Estimated
Time
20 Minutes
Objective To provide you with an opportunity to evaluate marketing
opportunity options that address organizational objectives and
evaluate their risks and returns in the selection process.
Activity What are your main organizational objectives?
The primary objective of Smart Wear Company is to introduce two new
product lines- lightweight luggage and customized logo sportswear and to
become a leading supplier of these products in the next five years. These
products will be produced and marketed in a new geographic market in
located California in the US. The company will source for materials at
affordable prices from trusted suppliers which will enable it to provide
these products at relatively low prices and target the low and middle-
income earners who are interested in obtaining high-quality products at
cheaper prices.
Besides, the company aims to develop a successful internet site in the
next five years to market its customized log sportswear and lightweight
luggage while maintaining a strong link with its loyal and potential
customers.
Give an example of a marketing opportunity related to your
organization.
Since its launch a few years ago, Smart Wear has experienced an
overwhelming demand for its products. Although the company is located

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in Ohio, most customers travel from as far as California just to purchase
sportswear due to their high quality and affordable prices. The company
has therefore seen an opportunity to capture a new target market,
consisting of sports-minded consumers located in California and has seen
it appropriate to develop a new product line consisting of customized logo
sportswear and lightweight bags at cheaper prices to be sold in this
region. Developing these new product lines will enable the firm to
geographically expand its target market to include the consumers from
California, with a potential for improving its revenue from sales due to
expected economies of scale.
How can you evaluate the risks and returns of a marketing option e.g.
product design and packaging or distribution?
The two product types will be offered at relatively cheaper prices. This
means that the company will adopt cost-leadership as a competitive
strategy. By using this strategy, the company will be able to obtain a large
number of middle-income and low-income earners located in California
who is price sensitive and interested in obtaining high-quality sportswear
at affordable prices. The customers who are passionate about sports but
were originally unable to purchase casual sportswear due to high prices
charged by other suppliers will provide the company with a ready market.
Furthermore, the company expects to achieve economies of scale in the
next five years by pooling a large group of customers through effective
promotional strategies. This will enable the company to enjoy huge
profits from sales.
However, in its attempt to achieve cost-leadership, the company may be

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exposed to different competitive risks. The first risk is that some
customers who associate quality with price may view the firm's product
as of low quality. To curb this risk, the company will stress the quality of
its product by using testimonies from returning customers. The second
risk is that the company may face is a dilution of profits due to low
pricing. However, the company has put in place proper operational
mechanisms like obtaining raw materials cheaply from trusted suppliers
which will also enable it to sell the products at cheaper prices.
It is apparent that the company has put in place accurate measures to deal
with the above potential risks. Therefore, balancing the risks and returns
the company is exposed to, the returns are more than the risks. This
means that it is feasible for the firm to introduce the two product lines.

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Activity 1B
Estimated
Time
20 Minutes
Objective To provide you with an opportunity to develop marketing strategies
that address strengths and opportunities within the organization's
projected capabilities and resources.
Activity What is a marketing strategy?
Kumar (2015), defines a marketing strategy as an overall plan of how the
firm intends to attract customers to buy its products or services. It mainly
focuses on what the business aims to achieve and its overall marketing
efforts.
What elements are most important for success (rate them on a scale
of one to ten – one being least important and five being the most)?
1- Distribution: The products will be availed in the store for the
customers to purchase. Furthermore, the firm will develop an
internet site where the customers can make their orders and then
one of its representatives will deliver them to the customer’s
premises. The company will also sell the products to different
retailers who will sell them to final consumers.
2- Product performance: The product performance will be
evaluated in relation to feedback from the customers. The
company will develop high-quality products to ensure positive
feedback from its customers which will also enable it to achieve

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high customer retention.
3- Product range: The Company will major in sportswear and
lightweight bags as it mainly targets the sports-minded customers
located in California.
4- Distribution speed: This implies the time taken for the products
to be availed to the customers. The firm will establish its store in
California to enable the customers to readily access the products
whenever they need them.
5- Cost: Cost is the value tied to the product and the expenses
incurred in developing it. This is the most important element. The
firm intends to attract low and middle-income earners in
California, hence will adopt a cost leadership strategy. The firm
must, therefore, reduce its cost of operations to achieve this
strategy.
Now give your organization a rating for each element and compare
this to the likelihood of success (above).
Cost (5) - The company is likely to succeed in adopting a cost leadership
strategy as it already has a pool of trusted suppliers who will provide it
with raw materials at cheaper prices, consequently enabling it to offer the
finished products at cheaper prices.
Distribution speed (4) - the company intends to avail its products in
stores for the customers to purchase. Also, it will establish an internet site
for the customers to make orders then a representative will deliver them
to the customers’ premises by road.

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Product range (3) - the company is likely to succeed in its product range
as there is a group of sports-minded individuals in California who already
knows about the company.
Product performance (2) - the company has evaluated that most
customers already know about its presence in Ohio. However, it must
convince the customers that the products are of high-quality by using
reviews from returning customers. The firm will also use these reviews to
improve its product performance and quality.
Distribution (1). The firm will ensure that the products are available in
the stores. However, customers who will request them online will have
them delivered by a representative. This will largely depend on the
transport cost and the distance.
Activity 1C
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to develop strategies which
increase resources or organizational expertise where gaps exist
between current capability and marketing objectives.
Activity What resources do you have?
The company has developed an estimate budget allocation of 100, 000
USD to accomplish its mission of developing two product lines in
California. This budget has been split into two. The first 50, 000 USD
will be derived from its profits for 2017. The next 50, 000 USD will be

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obtained by acquiring loans from financial institutions.
Also, the company has a team of motivated employees at Ohio. The
manager who for the new product establishment in California will be
transferred from Ohio to reduce costs. However, the firm will conduct a
recruitment drive to obtain two additional brand ambassadors.
Furthermore, the employees of Smart Wear are well-versed with the
clothes industry and therefore, it will be easier to transfer them to
California without any needs of further training.
The company will maintain its customer-oriented strategy by ensuring
that the customers are always satisfied and that any complaints from the
customers are addressed. However, the firm has no intentions to exit the
market by involving in partnerships or joint operations with any firm.
Give an example of a strategy that you could use to increase one of
the above resources.
The company has an already strong credit rating secondary to its high
profits in 2016 and 2017. Therefore, the company will take this
opportunity to obtain more credit from credit institutions.
Activity 1D
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to develop feasible marketing
strategies and communicate reasons that justify their selection.
Activity Draw a diagram that breaks down the process of developing a
marketing strategy.

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What should you think about when justifying the selection of a
strategy?
The company has done research and established that most of the potential
customers in California have access to the internet. The company will
therefore major on social media and internet advertising as it is also
cheaper compared to other promotional methods like active campaigns
and use of print media.
OBJECTIVE
To develop two new products- Customized logo
sportswear and lightweight bags in California
STRATEGY
Enter a new geographical market segment
(California)
Brand Expansion to include sportswear and
lightweight bags
Cost leadership
DETAILS
The company will use an internet site and social media to
advertise its products.
The product will be introduced in the following time
frames
Year 1- New outlets: 20, Customised items: 10 logos/ 5
slogans
Year 2-: Add 50 new outlets, 10 Customised items, and
2luggage items
Year 3- Add 100 new outlet, 10 customized items (slogans
5/ logos 5), luggage items 1 (Backpack)

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Activity 1E
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to ensure strategies align with
organization’s strategic direction.
Activity How can you align strategies with your organization's strategic
direction?
A strategic direction entails the central forces that guide the business
towards its desired objectives (Chernev, 2015). To better align the
organizational strategies with its strategic direction, the mission, tactics,
goals and core values of the firm should be in line with the proposed
strategy. For example, the company's decision of developing two new
product lines in California in vertically aligned to its mission of becoming
a leading distributor customized casual wears. This is because it will
enable it to expand its brand to include sportswear and lightweight bags
and expand its geographical target market in California. Furthermore, the
decision has an accurate operational alignment with the company’s goals
as it will enable it to increase its revenue through sales.
Summarise what your organization's mission, vision and corporate
values are.
Smart Wear’s mission is to be the leading manufacturer and seller of
customized casual wears for consumers who love the outdoors. Smart
Wear aims to inspire clients who are passionate about getting outdoors
regularly and enjoying with friends and families. The vision of the

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company is to become the worlds’ most preferred, most respected and
valued producer and marketer of customized casual wears. The
company's corporate values are based on mutual respect, cooperation,
and innovation. During the next five years, the company’s main goal is to
attain the following goals:
Financial Goals
1. Obtain funds to finance the introduction of the two new product
lines
2. Increase its yearly sales revenues by 50%.
Non-financial goals
3. Establish two new products-lightweight luggage and customized
logo sportswear.
4. Develop an internet site while maintaining positive relationships
with the clients
5. Enter new geographic markets including California
Activity 1F
Estimated
Time
20 Minutes
Objective To provide you with an opportunity to develop a marketing
performance review strategy, incorporating appropriate marketing
metrics to review the organizational performance against marketing
objectives.
Activity What may you want to compare when conducting a competitive
analysis?
The competitive analysis encompasses evaluating the unique attributes of

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a product which may make it more preferred by the customers when
compared to other competitors’ products and services. Smart Wear
Company will conduct its competitive analysis in terms of product
quality, market share, and profitability. The company will develop a
standard performance level and compare it with the actual yearly
performance to identify profitability. Profitability will also be calculated
in terms of returns on Investment (ROI) of the firm. When the company
will make positive ROI, then it will be viewed as profitable. Furthermore,
the company intends to expand its market share by expanding into
California. Therefore, its competitiveness will also be measured in terms
of market share improvement. Besides, the company will measure its
competitiveness in terms of product quality and customer preference to its
products. This will be measured on the basis of positive feedbacks from
returning clients.
What are the stages of a product lifecycle and why is it important to
know?
There are four basic stages of a product lifecycle (introduction, growth,
maturity and decline stage). The introduction stage relates to the initial
introduction of the product into the market. It is characterized by low
profits due to lack of awareness. This stage is important as the manager
should consider involving in vigorous promotional activities to build
product awareness and allocate more funds to finance the operational
costs as it is also characterized by high costs and low profits.
The second stage is growth. It involves either improving the demand for
the product or improving the product itself to become more appealing to

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the customers. This stage is important as the manager will need to closely
monitor the growth of the product and make any necessary improvements.
The company also needs to involve in brand promotion to inspire
customers to be loyal to the brand as competition increases.
The third stage is maturity. At this stage, the growth of sales would have
picked up and the sales revenues will be more predictable. There is also
an increase in competition at this level meaning that the company will be
able to reduce the prices of its products to win customer preference. The
customers will also be more aware of the product hence no need for
intensive product awareness and promotion. At this stage, the company
should practice product differentiation to combat competition and also use
incentives.
The last stage is the decline stage. At this stage, a decline in product
profits may be experienced due to a number of factors like market
saturation or changing customer interests. This stage is important as the
company should consider entering a new market, merging or reducing
products or change the pricing options.
What is a product portfolio analysis?
Product portfolio analysis involves an analysis of a firm's entire portfolio
of products. A product portfolio, on the other hand, refers to a collection
of all the services and products offered by an enterprise (Kraiczy, Hack &
Kellermanns, 2014). A product portfolio analysis can provide accurate
views on a company’s growth prospects, stock type, profit margin drivers,
operational risk and market leadership. Furthermore, a product portfolio
analysis may evaluate the volume of sales made by a firm, new customers

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contacted versus the existing ones, the link between the new clients
contacted and the sold products and the costs involved in product
promotion.
Activity 2A
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to detail tactics to implement
each marketing strategy in terms of scheduling, costing,
accountabilities, and persons responsible.
Activity What should your action plan include?
1) Milestones- the action plan should contain the milestones reached
by the firm. This can be in form of a target market, product sales,
and promotion.
2) Costing for each tactic- the action plan should show the costing
for each activity carried out by the firm. For example, the costs
incurred in making sales, staff training, product promotion or any
legal costs applicable.
3) Targets- The action plan should also contain a list of each action
and the expected date of completion. Furthermore, it should
indicate whether the action is in progress, completed or whether it
has not been started.
4) Partners- when the firm is working along-side other firms, then it
should list down all the firms it is working with.
5) Priorities- the firm should indicate its priorities. This may include
monitoring the performance of different organizational aspects or

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researching customer visits to a company website.
6) People responsible- the company should list in its action plan
different professionals and managers responsible for handling
different tasks. These personalities may also include supervisors,
subordinates or technical staff.
What tips could you give for managing time?
The company should follow the following tips for proper time
management:
Avoid procrastination: The company should avoid postponing important
activities to later dates when they can be carried out immediately.
Important activities should be carried out without any unnecessary
postponements.
Proper time planning: The company should develop a schedule for
doing different activities to avoid confusion or overlapping of tasks. This
will ensure the company moves from one activity to another without
delays.
Keep a Calender: The company should establish and follow a strict
Calender in handling different tasks. For instance, a specific action should
be done at a particular date. It should also develop deadlines within which
specific activities should be completed.
Set targets for each day: the company should set daily targets to be
accomplished. This will ensure that it does not waste time handling tasks
outside its targets.
Involve the employees: The company should involve other employees in
setting targets and deadlines to ensure that such targets are reasonable and

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achievable by the employees.
Ask for help from team members and other employees: The company
should encourage its members to constantly ask for help from team
members, whenever they have doubts about how some tasks should be
handled. This will ensure that the employees do not waste time doing the
wrong tasks.
Activity 2B
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to identify coordination and
monitoring mechanisms for scheduled activities.
Activity Choose one of the below elements and describe how you could
monitor it:
 Advertising
 Promotions
 Distribution
 Finances.
Advertising
The company should get a balanced view of both qualitative and
quantitative data to accurately monitor the effects of its advertising
activities. Qualitative data is a non-numerical data that is rich and may
contain customer feedback and opinions of other people. On the other
hand, quantitative data is usually numerical and presented in form of
statistics. Using the quantitative method, a study can be conducted
that encompasses showing the target audience the advertisement and

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giving them an opportunity to answer a list of standardized questions
about it. This also enables the company to examine how memorable
the advertisement is among the participants as compared to those of
other competitors. On the other hand, when using a qualitative
method, the firm can use interviews or focus groups to discuss
specific elements of an advertisement.
The company can also undertake buying reviews using different
media. For example, a company can run an advertisement on a
television channel and then ask the channel to provide data on the
number of customers who viewed the advert and then compare it with
the number of viewers it was expecting.
Activity 2C
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to ensure tactics are achievable
within organization's projected capabilities and budget.
Activity What do you need to ensure that tactics are achievable within
organization's projected capabilities and budget?
To ensure that the tactics are achievable, there should be proper
consultations with the relevant stakeholders and colleagues in different
departments. These may include marketing partners, employees, and
managers. The organization should also evaluate the estimated expenses
and total them up to ensure that they do not exceed the budget.
A proper evaluation should also be conducted to identify the best possible
revenue the organization can achieve and the worst revenue outcome the

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organization may experience. This will ensure that the tactics are
formulated within the budget limits.
Furthermore, other considerations like the available infrastructure, the
technology available and the relevant staff skills and knowledge available
in the firm should form the primary focus of the manager. This will
ensure that the tactics correspond to the employees’ capabilities, the
technology available and the equipment held by the firm.
Also, there is need to conduct a wide range of consultations with the
stakeholders involved, on the expected impacts of different tactics to be
adopted. This may include financial impacts, operational impacts, and
even technical impacts.
Activity 2D
Estimated
Time
20 Minutes
Objective To provide you with an opportunity to ensure tactics meet legal and
ethical requirements.
Activity What type of legal and ethical requirements do you need to consider?
The organization should ensure that the tactics align with the ethical and
legal requirements such as:
Codes of Practice: The company should align its tactics to the codes of
practice provided by the state or the organization. While executing the
marketing tactics, the employees should align with the codes of behavior
expected of them by the organization.
Environmental issues: The company should ensure that its tactics align

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with the provisions of the environmental laws guiding pollution,
emissions, and plastic bags usage and garbage management.
Ethical principles: The company should ensure that it respects the
ethical principles in its operations. This entails maintaining the dignity of
employees, avoid workplace bullying, promoting respect and mutual
understanding and operating within acceptable time-frames and limits.
Safety issues: The company must ensure the safety of its employees and
its customers. The products should not expose the consumers to health
risks. Also, the workplace should be safe to eliminate accidents.
Security and privacy issues: The marketing tactics should not
compromise the privacy of the employees and the customers.
Societal expectations: The marketing tactics should live up to the
expectations of the members of the society. They should ensure that the
members of the society receive jobs, live in clean environments and
obtain quality products among other expectations.
Legislation: the business should operate within the legal provisions and
ensure that it deals in products that are not prohibited by the government.
What is social responsibility and how can you meet it?
Social responsibility entails an organization taking responsibility for
different social issues like environmental issues and child protection. The
society expects that organizations should have a social conscience and be
actively involved in local and global social issues affecting the economy.
This can be achieved by working as efficiently as possible, researching
suppliers and using Fairtrade where necessary, protecting orphans,
vulnerable individuals and children in the society, anticipating social

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change and voluntarily taking appropriate actions and demonstrating
ethical behavior.
Activity 2E
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to ensure tactics provide for
ongoing review of performance against objectives and budgets and
allow marketing targets to be adjusted if necessary.
Activity How can you review performance regularly against objectives and
budgets?
Performance can be reviewed by organizing regular one-on-one
discussions with the individual staff members involved in handling
different activities. By doing this, the staff members can explain their
progress with the strategy and any difficulties that they are facing, making
the company be able to identify any possibilities for adjustments.
Furthermore, group meetings can be used to give a chance for different
employees to give feedbacks concerning their progress. The management
can also take this chance to give any clarifications on unclear parts of the
strategy.
Whether the company uses group meetings or one-on-one discussions to
get the staff members' views concerning the progress with the strategies,
the managers can use brainstorming as a technique. Brainstorming is an
open discussion which can enable the respective staff members to give
their experiences and progresses with the strategies and consequently

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identify areas for improvement.
Also, it is good for a company to develop adaptable plans to allow for
incorporation of any developments and adjustments. Creating an
adaptable plan shows that the organization is ready for a possibility of
change
What is a good method to use to get ideas for adjustments?
Brainstorming is the best method an organization can use to generate
ideas for adjustments. In brainstorming, every person is encouraged to
think and make as many suggestions as possible no matter how outlandish
or bizarre they may seem (Rawlinson, 2017). Furthermore, a criticism, an
analysis or discussion of the aired views is permitted only at the end of
the brainstorming session. When the brainstorming session ends, an
evaluation session begins whereby the ideas are evaluated to find the best
and most feasible ideas.
Activity 3A
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to ensure marketing plan meets
organizational, as well as marketing, objectives and incorporates
marketing approaches and a strategic marketing mix.
Activity What are different types of marketing approaches there?
The marketing approaches available for the company include the
following:

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Differentiated target marketing: In this approach, the company can
adopt different marketing approaches o different target markets.
Direct Marketing: This is where a company communicates directly to
the customers through a variety of media like print media text messages,
cell phones and emails.
Direct response Marketing: This is an approach used by marketers
whereby they elicit direct responses from the clients.
E-Business: This is whereby a company conducts all the business
processes on the internet.
Mass Marketing: In this approach, a company may decide to ignore the
differences between the market segments and approach the whole market
with one strategy.
Product variety marketing: This involves adopting different marketing
strategies for a different range of brands or products offered by a firm.
Promotion marketing: this is the use of any special offer or incentives to
raise customers’ interests and influence product purchase.
What is a marketing mix and what does it include?
A marketing mix is a way of making important decisions relating to the
execution of a successful marketing plan. It was coined by Neil Borden in
1953 and encompasses four Ps- promotion, place, price, and product. The
product refers to the market offer. A marketer must consider the product's
lifecycle and any other challenges that may be experienced while moving
the particular product or service. Promotion may entail sales promotion,
advertising, print media and other means by which a marketer notifies and
convinces the consumers to buy the product. Furthermore, the place is the

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distribution canter or where the product is sold or placed for the
customers to access. Lastly, the price is the value tied to the product.
Activity 3B
Estimated
Time
20 Minutes
Objective To provide you with an opportunity to ensure marketing plan
contains a rationale for objectives and information that supports the
choice of strategies and tactics.
Activity What should you include in your rationale?
The following information should be included in the rationale:
The Budget: The budget shows the expected expenditure per item and the
available funds.
Description of the product or service: The rationale should also contain
a clear product description, its features, use, and specifications.
The parties interested and why: The rationale should also contain the
stakeholders who will be directly affected by the proposed strategy and
tactics.
The methods are chosen and why: The rationale should contain the
methods used the disadvantages and the advantages of the method and
why it was chosen.
What are the advantages and disadvantages of one of the following
tactics:
 Differentiated target marketing
 Direct marketing

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 Direct response marketing
 E-business
 Mass distribution
 Mass marketing
 Personal selling
 Product variety marketing
 Promotion marketing
Advantages of Direct Marketing
Builds loyalty: If the direct marketing campaign is well-constructed, then
it may promote brand loyalty as the customers develop a preference for
the brand.
Easy to monitor: Tracking and monitoring are easy to put in place to
efficiently evaluate the results of the campaign.
It is personalized and targeted: This marketing approach can be
targeted on the basis of the social and economic factors and the
experiences gained while working with specific customers.
Reduced Competitor awareness: This approach deals directly with the
customers hence help keep the company’s strategies secretive and away
from the competitors’ knowledge.
Disadvantages of direct marketing
Limited reach: This is due to the fact that mass media like Radio, TV
and internet advertising are not used.
Privacy intrusion: Direct marketing is associated with privacy intrusion
especially in telemarketing and direct mails.
Image impact: The company’s image can be adversely affected by this

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marketing approach especially in poorly managed campaigns.
Activity 3C
Estimated
Time
20 Minutes
Objective To provide you with an opportunity to present a marketing plan for
approval in the required format and timeframe.
Activity If your organization has a template for marketing plans attach it
here. What information is needed when presenting your marketing
plan for approval
MARKETING PLAN TEMPLATE
Section 1: Executive Summary
(Important in giving the relevant stakeholders the overview of the plan)
Section 2: Target Customers
(Describe target customers- their demographic profiles like gender or age,
a psychological profile like interests and wants that coincide with the
product)
Section 3: Unique Selling Proposition (USP)

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Unique selling proposition different from those of competitors
Section 4: Pricing & Positioning Strategy
Align the pricing and positioning strategy must be aligned
Section 5: Distribution Plan
How will the customers buy from you?
Section 6: Your Offers
May include money back guarantees, free trials, and free packages
Section 7: Marketing Materials
What will you use to promote your business (print brochures, catalogs?)
Section 8: Promotions Strategy
What are the promotional tactics? (Trade shows, press releases, event
marketing)
Section 9: Online Marketing Strategy
(How will you go online? (Paid online advertisements, social media,
websites)
Section 10: Conversion Strategy
How will you turn prospective clients into paying customers?
Section 11: Joint Ventures & Partnerships
Do you intend to involve in some joint ventures or partnerships?

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Section 12: Referral Strategy
(Insert your referral program)
Section 13: Retention Strategy
What is your customer loyalty program?
Section 14: Financial Projections (Indicate your financial forecasts)
(End)
What other format considerations are there?
Some format recommendations for the above template may include a
table of contents, font style, line spacing, color, use of headers and footers
and graphs and charts. The organization should use charts and graphs to
make the marketing plan more practical. For instance, it may develop
graphs for its budget forecasts and profit postulates. Appropriate font size
and font type should be used such as an Ariel font and font size of 12 or
11 to make the plan more readable. Furthermore, the company should use
a more attractive color so that the marketing plan may be more appealing.
Activity 3D
Estimated
Time
15 Minutes
Objective To provide you with an opportunity to adjust marketing plan in
response to feedback from key stakeholders and disseminate for
implementation within the required timeframe.
Activity Who are your stakeholders?
Stakeholders are people who are affected by the strategies made by the

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business. Some stakeholders may also directly or indirectly influence the
strategies of a firm. The stakeholders may include customers, financers,
employees, the government, and management.
The employees are important as they are responsible for handling
different tasks to ensure that the marketing plan is successfully
implemented. Some employees may include the marketing team who
handle the promotional duties and the business analysts who monitor the
success of the business in implementing the strategies.
Management involves the people who are responsible for strategic
monitoring in the firm. They are important as they ensure that adequate
resources are allocated for the accomplishment of the set strategic
objectives.
Another group of stakeholders is the customers. These are the buyers of
the company's products and services. When customers are treated fairly,
they may develop product loyalty making the firm to increase its revenue
from sales.
Financial institutions are also important as they are the sources of finance
for the firm. They may provide loans and grants to the organization to aid
in implementing the strategy.
Lastly, the government is responsible for formulating rules and
regulations that guide business operations in a particular jurisdiction. The
business should ensure that it complies with all government regulations to
avoid fines and penalties.
What do you need to consider when implementing adjustments?
When implementing any adjustments the relevant stakeholders must be

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made aware of such adjustments. Also, the organization should evaluate
the alternative adjustments and select the most appropriate adjustments
that would enable it to make the required changes.
The organization should evaluate whether to make major changes or
whether small changes could be most appropriate. This is because small
changes are often easy to implement and exert minimum impacts on the
strategic direction of the firm. Larger changes may include such actions
as changing the strategic direction of the firm, changing the target
audience and changing the product line. These changes may have
significant impacts on the organization and may be time-consuming.
Skills and Knowledge Activity
Esti
mate
d
Time
60 Minutes
Obje
ctive
To provide you with an opportunity to demonstrate your knowledge of the
foundation skills, knowledge evidence, and performance evidence.
Activ
ity
Complete the following individually and attach your completed work to your
workbook.
The answers to the following questions will enable you to demonstrate your knowledge
of:
 Reading
 Writing
 Oral communication

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 Numeracy skills
 Navigating the world of work
 Interacting with others
 Getting the work done
 The organizational structure, products and services and overall strategic and
marketing objectives
 Common marketing opportunity options
 Common marketing strategies and marketing approaches
 Processes to ensure marketing strategies, approaches and marketing mix align
with organization's objectives and are legal, ethical and achievable
 The legislative and regulatory context of the organization as relevant to the
marketing plan.
Answer each question in as much detail as possible, considering your
organizational requirements for each one.
1. What tips can you give for communicating verbally?
Verbal communication entails relaying information from one person to another using
the word of mouth. To conduct an effective verbal communication a person should do
the following:
Use active listening techniques: There should be an accurate role taking in the
communication process. One person should not dominate the whole process. After
relaying a message, a person should give a colleague time to respond. Furthermore, a
communicator should clarify any unclear points by providing an evaluated summary.
Controlling the tone, body language and voice: The body language can speak a lot in
verbal communication. Therefore a communicator should use accurate body languages
such as nodding the head, moving the hands and smiling whenever appropriate. The

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person should also talk slowly and pronounce terms appropriately to avoid any
confusions. Furthermore, the person should show interest in the conversation and
express concern about major ideas.
Questioning: In a verbal communication, a person should ask questions to enable the
communicator to clarify unclear points and confirm understanding of different ideas
being discussed.
Using language and concepts appropriate to a particular culture: In marketing, it is
important to understand a particular culture and its values before starting the marketing
process. This will enable the marketer to use the appropriate signs, languages, and
concepts that are accepted by the specific culture. In some communities, English may be
an alternative or second language hence the need for the communicator to use simple
and understandable terms. Alternatively, some words may be viewed as offensive hence
the need for the communicator to avoid them.
Using positive cooperative and confident language: The communicator should be
confident when speaking and be able to make any clarifications when prompted to do
so. Furthermore, the speaker should be cooperative and bold enough to allow the
recipients to relay their feelings and concerns and address them appropriately.
2. How can you demonstrate leadership skills?
Leadership skills are competencies that should be shown by leaders while
executing the leadership functions. Leadership skills can be demonstrated as
follows:
Lead by example: A leader should act as a role model to other employees, by always
doing the right thing. This will help in motivating the employees to work. The leader
should also be enthusiastic in handling different tasks in the firm and promote a culture
of cooperation, respect, and accountability.

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Build relationships: A good leader should actively work to build positive relationships
with the employees. This can be done by creating genuine organizational connections in
a way that creates a sense of community and a familiar feeling.
Non-verbal communication: A good leader should be a good communicator.
Furthermore, being a good communicator should transcend written and verbal
communication. The leader should demonstrate a sense of openness and non-
discrimination even without speaking up.
Demonstrate emotional intelligence: Emotional stability is a key skill in leadership.
Leaders should be able to control their emotions and those of other employees. This
helps in encouraging a peaceful coexistence and cooperation in the firm.
3. What codes of practice do you have to consider?
Some codes of practice that are relevant in this case may include:
The Competition and Consumer Act 2010. This law regulates fair trading and consumer
protection. It applies to employing external contractors, suppliers, and agencies. Under
section29 of ACL, an individual is prohibited from making misleading or false
representations in relation to the possible supply, actual supply or promotion of
products. Therefore it is important to comply with these regulations.
Another code of practice pertains to copyright laws. These are laws that provide legal
protection for businesses and individuals who express ideas in certain forms like images
or music. It also relates to brand protection by claiming copyright of the brand image.
Therefore, it is essential to avoid breaching copyright laws to escape legal proceedings.
Furthermore, Defamation and libel is another code of practice. Defamation involves
writing or publishing a negative and damaging information about a company while libel
is a defamation that has not been published. This is important during the brand
promotion as it is important to avoid defamatory terms.

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4. Create an action plan in table form to help you set targets and goals.
Action
Steps
Timeline Resource
s
Potential
Barriers
Communication
Plan
Introdu
ce Two
new
produc
t lines
June
2018
50,000
USD and
20
Employee
s
Resistance from
employee
Inadequate
Market research
Product awareness
will be
communicated to the
consumer using the
internet and social
media
Brand
Aware
ness
Dec 2018 5,000
USD
Brand
promotio
n team
Inadequate funds The brand promotion
team will give a
report on the
advancements
Intensi
ve
brand
promot
ion
Feb 2019 5,000
USD
Brand
promotio
n team
Inadequate funds The brand promotion
team will give a
report on the
advancements
Increas
e sales
by
20%
March
2019
10,000
USD
Sales
team
Inadequate brand
awareness
The sales team will
give a report on sales
revenue.
Increas
e the
market
share
Septembe
r 2019
10,000
USD
Sales
team
Competition The marketing team
will give the
percentage of market
share achieved
Evalua
te
strategi
c
deviati
ons
Decembe
r 2019
5, 000
USD
Managem
ent
Incompetent
financial records
The management to
analyze the financial
forecasts against the
actual performance

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Strateg
y
revisio
n
January
2020
10,000
USD
Managem
ent
Inappropriate
strategic
formulation
The management will
brainstorm and come
up with any
adjustments
Evidence of Success: Increased brand awareness, improved sales, increase
sales revenue by 20% and increased market share.
Evaluation Process: Customers are aware of the products, the actual sales
exceed or are equal to the standard sales, and there is an increase in market
share.
How can you monitor the effects of advertising?
To understand the impacts of the advertising process, the manager must first examine
the business before the campaign is started and set specific goals to be attained. After
conducting the advertisement campaign, the business can review the set goals and
compare them with the actual achievements to find out whether the advertisement
campaign was successful. An advertisement is considered successful when it results in
an increase in the level of inquiries and sales, improvement in the business image,
attainment of the marketing goals and positive feedback from the clients
Case Study
Estimated
Time
1-2 Hours
Objective To provide you with an opportunity to demonstrate your knowledge of the entire
unit and your understanding of concepts that are applicable to real situations.
Activity This is a Case Study – your instructor will let you know whether you will complete
it during class or in your own time.
Attach your completed answers to the workbook.

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You must individually, answer the following questions in full to show your competency
of each element:
1. Devise marketing strategies
2. Plan marketing tactics
3. Prepare and present a marketing plan
Chris is a marketing head for a Men's clothing company and is looking forward to
entering into a new segment of clothing that is for kids. You as a Chris, how would you
develop a marketing plan for this new segment?
Complete the following as part of a portfolio:
1. Using your organization's objectives demonstrate how you could devise
marketing strategies.
The company mainly deals in clothes and it intends to start manufacturing clothing for
kids as a new product. These clothes will be customized and made from high-quality
raw materials to enable the customers to derive value from their purchases.
The main objective of the company is to enable its esteemed customers to obtain high-
quality customized clothes for their loved kids at affordable prices. Therefore, the
company will price its clothes lowly to enable the middle- income and low-income
earners to afford them. The company intends to achieve this strategy by obtaining raw
materials in large quantities using trusted suppliers who will offer them at cheaper
prices, which will also enable it to sell the clothes at cheaper prices.
The firm intends to use the internet and social media marketing as basic promotional
strategies. This will enable it to reduce the cost of advertisement and brand awareness as
using the internet is quite cheaper as compared to other promotional strategies.
Furthermore, the company intends to develop a large store in Australia, where the

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customers will purchase the products. The company will also develop a website where
customers can view and order for products which will be delivered to their premises at
an affordable fee.
2. Demonstrate how you could plan marketing tactics.
The company will post its products on social media, its website and other internet
sources. The customers will have an opportunity to view these products and make an
inquiry using a contact that will be provided on these sites. The returning customers will
also be given a chance to make positive reviews alongside the product they purchased.
This will act as an appropriate tactic as it is cheaper and affordable by the firm. The
brand and marketing managers will be responsible for managing the social media,
website and other internet sites developed by the company.
3. Prepare and present a marketing plan (you could present this as part of a role
play in groups or in the workplace).
MEN’S CLOTHING COMPANY
MARKETING PLAN
EXECUTIVE SUMMARY
Men’s Clothes Company intends to introduce a new product line by manufacturing

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clothes for kids. The company believes in its strong brand and will develop customized
clothes for kids under its present brand name. The idea to manufacture clothes for kids
has been necessitated by several inquiries received by the companies from customers
who have visited the company's stores to fetch for clothes for their young ones.
Furthermore, the company intends to explore the internet and social media marketing as
its basic marketing strategies
COMPANY DESCRIPTION
Men's Clothing Company was established three years ago to provide high-quality cotton
T-shirts, shirts, and trousers for men who are discriminative and fashion conscious.
Since then the company has been in operation in Melbourne Australia having
established two stores. The company is committed to increasing its profits and
becoming the best fashion destination for men living in Australia.
MEN’S CLOTHES’ MISSION AND GOALS
The company’s mission is to become the leading manufacturer and seller of customized
clothes for men who love outdoors. During the next three years, the company’s main
goal is to establish a new market target consistent of children’s clothes so as to further
expand its market target, improve its profitability and diversify its product portfolio.
The company aims to raise 100, 000 USD to finance the development of the new
product. Already, it has 50, 000 USD from its previous years’ profits. However, the
company has a good credit rating consequent to its continued positive performance and
will be able to raise an additional 50, 000 by acquiring loans from financial institutions.
CORE COMPETENCIES
Men’s’ Clothes Company aims at using its core capabilities to achieve a competitive

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edge against its competitors. Its core competencies are based on providing high-quality
products, creating a sense of respect and cooperation with the consumers and
developing a reputation among the suppliers and retailers as the best manufacturer and
distributor of Men's and children's clothes.
SITUATION ANALYSIS
The marketing environment in the fashion industry presents tremendous opportunities
and some threats to the company as evaluated using the SWOT model below:
THE TARGET MARKET
The target market for Men's' Clothes Company consists of active customers living in
Melbourne Australia, who love their babies and are passionate about obtaining high-
quality customized clothes to fit their babies at affordable prices for outdoor ventures.
The company will manufacture clothes to fit babies of between one day and 15 years.

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The clothes will be made affordable to enable the middle-income earners and the low-
income earners to purchase them.
THE MARKETING MIX
The following paragraphs entail a discussion about the proposed marketing mix for
Men’s’ Clothes Company product.
PRODUCT STRATEGY: Currently Men's' Clothes Company offers a range of high -
quality customized clothes for its esteemed customers. Likewise, the company has
conducted a wide research and identified the best colours, quality, and sizes and
customized fashions that impress mothers and fathers living in Australia. Australian
mothers and fathers are fashion conscious and love attractive and high-quality clothes
for their babies. This is what the company will offer
DISTRIBUTION STRATEGY: Currently, the company has two stores in Melbourne.
The company intends to avail its new products in these stores for the customer's to
purchase. Furthermore, the company will have an internet and social media site where
the parents will view the clothes and make orders for delivery at their own convenience.
PROMOTIONAL STRATEGY: Men's Clothes Company communicates with its
retailers and consumers in a number of ways. The company’s information is available
on its website and Facebook page. Furthermore, the company plans to launch an internet
source where it will advertise its kid's clothes. The kid's clothes will contain the
company's brand image which will further act as a promotional strategy. Since most
parents in Australia have smartphones, the company knows that social media and
internet marketing is a cheap and convenient promotional strategy. The company has
also crowned a promotional slogan "Make My Baby Shine" which will be used to

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market the clothes in social media and internet.
PRICING STRATEGY: From its inception, the company has continued to price its
products with a competitive mind. The company does not focus on setting high prices
which will render its products unaffordable. Furthermore, the firm has in mind, the
interests of the low and middle-income earners and understands that they need high
quality and affordable products. Therefore, the company intends to extend its cost
leadership strategy to its new product line and attach affordable prices to its clothes.
Sometimes, parents may need to buy clothes for their kids as birthday gifts but may not
have a lot of money. Pricing these products lowly will ensure that such parents are
covered.
BUDGET, SCHEDULE, AND MONITORING
The company has enjoyed an improvement in sales over the last few years. The figure
that follows shows the performance within the three years and the sales projections for
the next three years of operation:
The timeline for the establishment of the new product is clearly shown in the following
table. The implementation of the listed tasks will closely be monitored to evaluate
Annual Sales for Men’s
Clothes Company

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success
Activity Timeline Resources/
Requirements
Achievement Indicator
Introduction of
customized
Children Clothes
June
2018
New fabrics
Designers
20,000 USD
The unique designs of
children’s wear have been
developed
Brand Awareness
Campaign
Dec 2018 5000 USD Customers are aware of the new
product
Improve sales by
20%
March
2019
Sales team Sales revenue increased by 20%
or more
Improve the
market share by
30%
Dec 2019 6000 USD
Management
The market share has increased
by 30% or more
Increase
production by 40%
Jan 2020 30,000 USD
Management
Production has been improved
by 40%