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.