Assessment -

There are two parts to this assessment task. Part A requires you to identify and evaluate two opportunities for your chosen organization or utilize BBQfun case study. In Part B, you will explain the opportunities to your peers in a 15-20-minute presentation.

Part A -

Part A requires you to identify and evaluate marketing opportunities for your chosen organization or utilizing the BBQfun case study.

1. Identify two marketing opportunities for the organisation on your chosen organisation's market and business needs in terms of:

a. comparative market information

b. competitors' performance

c. customer requirements

d. legal and ethical requirements

e. market share

f. market trends and developments

g. new and emerging markets

h. profitability

i. sales figures

Note: Some data in the BBQfun simulated business needs to be updated by you. For your chosen organisation or BBQfun, it is recommended that you use ABS data, for example, to determine demographic and consumer trends.

2. Research potential new markets for the organisation in relation to:

a. export markets (new geographic opportunities)

b. segments of the market not currently penetrated (customers within the market not tapped)

3. Based on Q2, provide an evaluation and analysis on:

a. the various strategic marketing approaches (such as; increasing market share, developing new markets, developing new products and diversification) that the company should consider in terms of expanding their business potential and discuss what are the likely options for implementation.

b. the types of markets and aspects of the marketing mix by ranking each of the following elements mentioned below in terms of their viability and likely contribution to the business such as distribution, products and types of promotional activities.

• e commerce
• business to business marketing
• direct marketing
• ideas marketing
• marketing of goods
• public sector marketing
• services marketing
• telemarketing.

4. Using a suitable methodology, such as gap analysis, market or marketing analysis, or competitor analysis, identify and decide on two marketing opportunities to focus on and investigate further.

5. Estimate the effect of the two marketing opportunities on the business, for example:

a. effect on sales volume

b. growth

c. market share

d. profitability

e. potential competitors

6. Discuss what are the consideration of external factors (legislations including privacy act, anti-discrimination, competition and consumer act; ATO regulations and GST implications; manufacturing standards; e-commerce best practices marketing codes of practices), costs, benefits, risks and opportunities to determine the financial viability of the selected marketing opportunity.

7. Based on the selected marketing opportunities, identify changes to current operations in order to take advantage of the opportunity. Ensure changes identified are adequate to:

a. service an increased or different customer base

b. ensure continued quality of service.

8. Estimate and justify resource requirements and costs for changed operations with considerations on the following areas:

a. additional staff

b. distribution costs

c. equipment

d. promotional costs

e. staff training.

9. Provide an assessment report on the viability of each opportunity by:

a. Exploring and developing entrepreneurial, innovative or creative options (one for each opportunity) to apply the marketing opportunities in the context of the organisation (For example, if you identify an e-commerce opportunity, determine how to apply the e-commerce opportunity to the organisation including aspects such as media, web-design to appeal to target markets, integration with existing operations, marketing strategy and overall strategic directions)

b. Identify and document changes needed to current operations to take advantage of viable marketing opportunities (in terms of inventory and stock, office space and software usage).

Part B -

Prepare a 15-20-minute presentation for marketing peers explaining and supporting the two marketing opportunities you have identified in Part A. Ensure you complete the following:

1. Based on Part A, create a PowerPoint presentation on the chosen organization's evaluation on its marketing opportunities.

2. Highlight only the important points (maximum 3 points per presentation slide) from Part A as it is not supposed to be an exact copy of it.

3. Describe two marketing opportunities and how you identified them. Describe the process you undertook to analyse your organisation to identify the marketing opportunities. Refer to current organisational marketing plan and products/services

4. Support your choice of marketing opportunities with reference to market information such as market trends and sales figures. Include relevant statistics.

5. Describe the effect of opportunities on the business, for example:

a. sales volume

b. growth

c. market share

d. profitability.

Note: You must use evidence to support your assertions, such as:

• refer to quantitative or qualitative data
• show results of break-even or profit analysis.

4. Describe innovative or creative options (one for each opportunity) to apply the marketing opportunities in the context of the organisation. Refer to aspects of the marketing mix, i.e., product, price, promotion, place (distribution). Refer to principles of marketing that apply to your approaches to realising the proposed opportunities.

5. Use appropriate language and level of formality to satisfy needs of your audience. For example:

• professional but semi-formal language
• technical vocabulary; potential need to define more obscure marketing terms or statistical methodologies
• assume no knowledge of specific organisational policies or marketing strategies
• be prepared to answer questions
• provide for response and feedback.

6. Deliver your presentation as per specifications mentioned above.

7. Your presentation will be assessed by (using a presentation assessment rubric which would cover nonverbal, verbal skills, timing and content) your trainer.

Attachment:- Assessment Case Study.rar