Identify and Evaluate Marketing Opportunities - BSBMKG501 Project

This document presents a comprehensive marketing project for the BSBMKG501 unit, focusing on identifying and evaluating marketing opportunities for a simulated business, BBQfun. The project begins with a role-play scenario between a consultant and a client (BBQfun), exploring potential marketing strategies to increase sales and market presence. The consultant identifies the potential of an e-commerce platform and the resources required. The project then moves to a detailed marketing proposal, presenting three marketing options. The proposal includes an analysis of BBQfun's history, current market position, and future goals. The proposal also considers external factors, competitors, and marketing sources. The document includes an implementation plan with resources, timelines, and cost analysis, and proposes expected outcomes. This project provides a practical application of marketing principles, offering insights into market research, strategy development, and proposal writing.

BSBMKG501 Identify and evaluate marketing opportunities
BSBMKG501 – ASSESSMENT COVER SHEET
This form is to be completed by the assessor and used as a final record of student competency.
All student submissions including any associated checklists (outlined below) are to be attached to this cover sheet before
placing on the students file.
Student results are not to be entered into the Student Management Database unless all relevant paperwork is completed
and attached to this form.
Student Name:
Student ID No:
Final Completion Date:
Unit Code: BSBMKG501
Unit Title: Identify and evaluate marketing opportunities
Please attach the following documentation to this form
Result
S = Satisfactory
NS = Not Satisfactory
NA = Not Assessed
Reassessment
S = Satisfactory
NS = Not Satisfactory
NA = Not Assessed
Assessment 1
 Research Marketing Opportunities/Project
 Write a Marketing Proposal/Project
 Present a Marketing Proposal/Observation
S | NS | NA S | NS | NA
Assessment 2  Written Assessment attached S | NS | NA S | NS | NA
Final Assessment Result for this unit C / NYC
Assessor Notes: (inclusive of reassessment, reasonable adjustment, further opportunities for gap training etc): ______________
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BSBMKG501 Identify and evaluate marketing opportunities
Student Declaration: I declare that I have been assessed in this unit, and I
have been advised of my result. I also am aware of my appeal rights.
Name: ____________________________
Signature: ____________________________
Date: ____/_____/_____
Assessor Declaration: I declare that I have conducted a fair, valid,
reliable and flexible assessment with this student, and I have provided
appropriate feedback
Name: ____________________________
Signature: ____________________________
Date: ____/_____/_____
Administrative use only
Entered onto Student Management Database
 ________________
Date Initials
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BSBMKG501 Identify and evaluate marketing opportunities
ASSESSMENT 1 – STUDENT INFORMATION
Please read the instruction carefully prior to commencement of the assessment task.
For this assessment, you are to identify and evaluate potential new marketing opportunities for a company as
presented to you by your assessor. Your assessor will role-play your client, and provide you with a short
marketing brief with this assessment as presented below. It is imperative that in all dealings with your assessor
(your client), you are prepared and professional, just as you would in a real business environment. Choose one
scenario from the box given below and identify and evaluate the marketing opportunities for that business.
The followings are the simulated Business Scenarios for the given unit. You can also consider your relevant
workplace example in order to identify and evaluate marketing opportunities as a business case for undertaking
the assessment task for this unit.
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SAMPLE SCENARIO 1 PUFFERS PASTRY
 Background - Puffers Pastry is a new patisserie (2 months old) opened in the CBD. Our products
are quality, targeting customers who are seeking a superior product at an affordable price.
 Staffing - Owner (Assessor), 2 pastry cooks (full time), 4 sales staff (casual)
 Marketing History - 2 x leaflet drops to local businesses (CBD) with 10% discount being offered on
orders above $20. Result was not recorded, as not sure how many customers presented the
coupons, or how many came as a result from the leaflet drop but did not use coupon
 Budget - $20,000 - $25,000 over 6 month period. The owner sees marketing as essential to
business growth, and has budgeted these figures into his start-up costs.

BSBMKG501 Identify and evaluate marketing opportunities
PART A - RESEARCH BUSINESS AND SCOPE OF WORKS
During your research, you are to hold at least one meeting with your client to determine (as a minimum):
 Company history / structure
 Company direction
 Marketing history
 Expectations
 Budgets
 Constraints
 Time-lines
 Client expectations
Remember to be prepared for any discussions with the client. Know what you want to find out, and what you
want to ask. Don’t forget to consider the clients previous experiences, budget and expectations whilst identifying
and choosing suitable marketing opportunities.
Part A - Role Play:
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SAMPLE SCENARIO 2 JACKS HARDWARE
 Background - Jacks Hardware has been established for 15 years, and is a small boutique hardware
shop. We have a regular customer base of 2500 customers. Our product rage is aimed at the
typical inner-city home owner. Whilst we are only a small store (in comparison with Bunnings
Warehouse and Mitre 10 - in terms of floor space and in stock-product range), we have access to a
very large catalogue. We can get virtually anything on request.
 Staffing - Owner (Assessor), 2 full time sales staff (including sales manager), 6 casual sales staff
 Marketing History - Catalogue drops on monthly basis for local suburb; sponsoring of 2 charity bike
races; Radio advertisements 5 years ago (2 months worth); email newsletter to approx 20% of client
base with monthly specials
 Budget - $40,000 over 12 month period.

BSBMKG501 Identify and evaluate marketing opportunities
Name of the Candidate (Consultant):
Name of the Client: Md Rajjaqul Haider
Date: 23 /11 /2018
Time: 12.00
(state discussion scripts)
Candidate (Consultant): You need to increase your sales.
Client: What are the new marketing opportunities that can be availed?
Candidate (Consultant): The firm can enter the ecommerce platform to market its
marketing of the products.
Client: What will be the advantages of entering the ecommerce marketing?
Candidate (Consultant): The firm would be able to get access to a large base of
consumers simultaneously. This would lead to more sale of products and more revenue
generated.
Client: The process would be expensive, won’t it?
Candidate (Consultant): Yes. At the initial level.
Client: Would the expenditure be worth bearing?
Candidate (Consultant): Yes. It will.
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BSBMKG501 Identify and evaluate marketing opportunities
Client: But what are the resources that would be required to get an ecommerce portal?
Candidate (Consultant): The resources required would be a technological expert, an
ecommerce gateway which would be linked to the official website.
Client: Would the external parties be involved?
Candidate (Consultant): Yes.
Client: Which parties are going to be involved?
Candidate (Consultant): The ecommerce portal gateway provider, the bank where the
company has its current account etc
Client: How is the bank getting involved?
Candidate (Consultant): This is because the payment would be processed online which
would require the payment gateway of the bank.
Client: Moreover, to enable customers make card payments you need to have an point
of sales machine installed in the restaurant.
Candidate (Consultant): Okay.
Client: Above that you have to train your staff operate in the new ways.
Candidate (Consultant): So there will be organisational change due to shift towards
online mode of payment acceptance.
Client: Would the staff be ready?
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BSBMKG501 Identify and evaluate marketing opportunities
Notes: (follow the same format on sample scenario 1 and scenario 2)
 Background – BBQfun is a firm offering both products manufactured in Australia as well as those
imported from foreign markets. The CEO of the firm Pat Mifsud. The firm operates in two brick and mortar
namely, Brisbane and Gold Coast. The mission of BBQfun is offering its customers with high quality
lifestyle products. The vision of the firm is establish itself as the leading retailer in Queensland marketing
premium outdoor lifestyle products manufactured within Australia as well as foreign markets.
 Staffing – The organisational staff of BBQfun consisted of board of directors, CFO and Operational
General Manager. The HR manager, marketing manager and managers of the two stores. BBQfun also
employed lower level staffs.
 Marketing History – BBQfun has presence in Brisbane and Gold Coast but did not have ecommerce
presence. The company did not align its functions with the consumers’ purchase pattern and
technological changes as far as marketing of products are concerned.
 Budget - $4,884,714 over 12 month period. The cost of goods sold target of BBQfun is $ 589000.
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BSBMKG501 Identify and evaluate marketing opportunities
Appendix: BBQFun (simulated business)
Name of Candidate:
Client Name: BBQ fun
Did the candidate? Yes No comment
Gather background information on the product and client to
improve understanding
Y Done
Arrange a time to discuss requirements / expectations with the
client
Y Done
Prepare self, ensuring discussion was structured Y Done
Talk with the client and discuss / confirm:
 Company history / structure
 Company direction
 Marketing history
 Expectations
 Budgets
 Constraints
 Time-lines
 Client expectations
Y BBQfun is an
outdoor
lifestyle
products
manufactured
both within
Austalia and
overseas. The
expectations of
the client boost
the brand
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BSBMKG501 Identify and evaluate marketing opportunities
value of the
organisation
by 20 percent
and increase
the
expectations of
customers by
25 percent.
The budgeted
expenditure
target of the
firm is $
4884714.
Ask probing questions where appropriate (i.e. - budget
constraints, history, experiences, anything relevant to client
direction)
Y The client
BBQfun was
asked
questions
regarding
budget
constaints,
history and
projected
business aims
as discussed
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BSBMKG501 Identify and evaluate marketing opportunities
above.
Document client comments - ensuring notes are detailed enough
to refer back to later
Y The client’s
comments
were
documented
through
minutes of the
meeting. A
copy of the
meeting was
forwarded on
the official
email id of the
client.
Remain professional (clean attire, professional speech (no
jargon)
Y The parties
present at the
meeting were
in clean and
professional
attire. The
conversation
was very
professional
and business
oriented
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BSBMKG501 Identify and evaluate marketing opportunities
without any
reported
disputes or
verbal
conflicts.
Display courtesy at all times Y Behaviour of
both the
parties was
courteous and
professional.
PART B - DEVELOP MARKETING PROPOSAL
You are to develop a marketing proposal with at least 3 marketing options for your client, ranked in terms of
viability and likely contribution to the business. As a minimum, your proposal must:
 Identify marketing options
 Consider any new markets
 Assess the marketing opportunities
 Consider any external factors that may impact on marketing strategy
 Outline potential competitors and their impact on marketing activities
 Consider a range of marketing sources
 Provide realistic and plausible reasons for selecting the type and frequency of marketing
 Develop a creative marketing medium
 Evaluate each marketing opportunity
 Ensure marketing opportunities are on trend and meet organisational direction
 Include an implementation plan that outlines
o Resources
o What is to be done
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BSBMKG501 Identify and evaluate marketing opportunities
o Who is to do it (position)
o Timeframes
o Accountability
 Outline costs (production, promotional, equipment, staff, training)
 Propose expected outcomes (either revenue or awareness)
Part B - Develop Marketing Proposal
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