Assessment 1 - Project

This assessment project is to be completed in addition to the learning and assessment activities you complete in class. The project is designed to assess the performance outcomes, skills and knowledge required to analyse internal and external business environments, and develop and evaluate marketing strategies and plans for products and services.

If you are not sure about any aspect of the assessment or would like to discuss your particular needs, please speak to your trainer. Your trainer will tell you the date you need to submit your assignment.

All parts of the project will be given to you at the same time. You need to complete all parts and submit them together by the due date. This will be in the last week of classes for the unit.

This project assignment is to be completed using the Black Beans Café case study. It is included in the "Additional Information" section.

The checklist and scope of submission table will identify the records that you are required to prepare and submit (as a single submission).

Your assignment must be typed (in 12 point type on A4 paper) and attached to the front page of this assessment document, which you need to complete as an Assessment Cover Page.

Make sure you keep a copy of your assignment before you hand it in to your trainer.

Part 1.
This project requires you to apply your skills and knowledge to collect information on the internal and external business environment to develop marketing strategies and marketing plan

You need to read the case study provided in the Additional Information at the end of this assessment document: Black Beans Café, Case Study Resources

Task 1

Review the information on Black Beans Café. You are now required to develop a report of not less than 800 words on internal and external business environment. In your report you must include the following:

a) Core activities, customer base, business values and current business direction of Black Bean Café.

b) Current and past marketing strategies and its effectiveness

c) Strengths, weaknesses and critical success points of the business

d) Current capabilities, resources and need for any specialist assistance

e) Expected market growth or decline for coffee consumption industry and risk factors

f) Projected changes to labour force, population and economic activity

g) Comparative market information

h) Customer trends and developments, including emerging technologies and invocations in coffee consumption

i) Legal, ethical and sustainability requirements for the business and its impacts

Task 2

a) From the information you gathered in Task 1 and the information provided in the Background information, identify at least two marketing opportunities for the business and the innovative marketing approaches

b) For the identified opportunities develop marketing strategies consistent with the direction and values of Black Beans café

c) Discuss the strategies with the management of Black Beans Café (your assessor and colleagues can be the management) and take note of any ethical, sustainability and legal considerations. Incorporate these considerations into your marketing strategies.

Task 3

a) Using the strategies developed in Task 2, you will need to prepare a marketing plan using the headings below.

- Executive Summary - Provide an overview of the organisation and the plan, which simply states what is to be achieved

- SWOT Analysis - Submit an overview of the organisation's strengths, weaknesses, opportunities and threats (analysed in Part 1)

- Strategies - Outline the marketing opportunity selected and strategies developed in task 2. Include your reasoning for the marketing mix decisions that you made and the strategies you selected, referring to the SWOT analysis and risks

- Implementation - Priorities, responsibilities, timelines, budget, monitoring process and reporting requirements

b) Present your plan to management (your assessor) to gain approval.

Part 1. Checklist and Scope of Submission

Before you hand in the Part 1 assessment tasks, use the checklist below to make sure you have completed all the tasks and have included all relevant information.

- Prepared report with information on both internal and external business environment
- Identified at least two marketing opportunities and marketing approaches
- Developed marketing strategies
- Consulted the management to review the strategies and incorporated any considerations raised
- Discussed the information with colleagues to formulate the marketing plan
- Developed the marketing plan
- Gained approval from the management

Part 2.

Using the information gathered in Part 1 you are now going to implement marketing activities and evaluate these activities.

Task 1
You are required to write your findings as a report of about 900 words and include the following:

a) Assess the marketing performance against the objectives by undertaking performance analysis. Evaluate and report on the above marketing strategies and plan against the following criteria:
i. consistency with overall marketing direction
ii. exposure achieved
iii. penetration of target market
iv. cost-effectiveness of financial and human resources
v. completion of strategy within established timeframe
vi. recommendations for strategic responses based on evaluation

a) Indicate the business practices that need to be changed to satisfy changing customer requirements. Prepare the documents outlining these recommendations and ensure they meet the organisational policies and procedures.
b) Communicate these changes to the management (your assessor)

Part 2. Checklist and Scope of Submission
Before you hand in the Part 2 assessment tasks, use the checklist below to make sure you have completed all the tasks and have included all relevant information.
- Assessed the marketing performance
- Evaluated and reported on marketing strategies against the set criteria/benchmark
- Prepared report indicating business practices that need to be changed to satisfy changing customer requirements.
- Communicated these changes to relevant personnel

Case study - Black Beans Café

Black Beans Café is located in the Sydney CBD and caters for individuals, businesses, and take away customers.
The basic market need is for fresh, creative, exotic, attractive, pre - made delicacies and desserts. The café uses homemade sauces, organic vegetables, and imported meats and cheeses.

Mission
Black Beans Café is an ethical provider of :
- high quality coffee
- other quality beverages
- hot and cold gourmet food
- consistently high level of friendly services to customers
Vision
Black Beans Café aims to successfully operate a small café specialising in the supply of high quality coffee. The business will provide, within three years, sufficient funds to purchase an additional café .This will also in the CBD of Sydney.

Marketing Policy and Procedure

Rationale
This policy and procedure on the use of marketing materials is required to enable Black Beans Café to adhere to all legislation relevant to marketing practices and meet standards and codes such as Advertising Standards Bureau (ASB) code of conduct.

Purpose
The purpose of this policy is to describe the procedures for Black Beans Café to ensure its marketing and advertising are accurate and ethical and promoted in accordance with legislation, standards and codes of conduct.

General Policy

This policy applies to all employees and external providers involved in the promotion of Black Beans Café products and services. Detailed written procedures are available to all staff and are included in the staff induction packs.
All marketing material must:
- Adhere to Privacy Act 1988 - must not use personal images, information for marketing purposes without written consent.
- Adhere to "Do Not Call" legislation - potential customers on list must not be called for marketing purposes.
- Adhere to anti -discrimination policy - images or written material must not portray any group or individual in a negative, offensive or stereotypical way on the basis of sex, gender, marital status, etc.

- Be conducted in a safe and responsible manner to minimise risk to health and safety of Black Beans Café employees and the general public.
- Not include spam campaigns
- Adhere to the Competition and Consumer Act 2010. Employees must not -
o Attempt to induce individuals to place their personal interests above those of Black Beans Café
o Attempt to restrict competition by - inducing a competitor or customer to breach a contract with a third party, obtaining unauthorised access to classified information or documents, securing unfair competitive advantage
o Violate any law or regulation
o Engage in any activity that could damage the company's reputation
o Giving false or misleading information or advice in relation to products or services or any other claims
o Where relevant, adhere to standards and codes of practice regarding specific types of media such as radio, television or the internet

Marketing and advertising materials refers to all materials printed published and in electronic form relating to Black Beans Café.

Guideline Part1

Task 1
You are required to develop a report on internal and external business environment which
includes information of
- review information of Black Bbeans Café (includes mission, vision, policy)
- Core activities, customer base, business values and current business direction of Black
Bean Café.
- Current and past marketing strategies and its effectiveness
- Strengths, weaknesses and critical success points of the business
- Current capabilities, resources and need for any specialist assistance
- Expected market growth or decline for coffee consumption industry and risk factors
- Projected changes to labour force, population and economic activity
- Comparative market information
- Customer trends and developments, including emerging technologies and invocations in
coffee consumption
- Legal, ethical and sustainability requirements for the business and its impacts

Task 2

a. You are required to identify at least two marketing opportunities for the business and the innovative marketing approaches Based on Black beans Café

b. You are required to develop marketing strategies consistent with the direction and values of Black Beans café

c. You are required to incorporate any ethical, sustainability and legal considerations into your marketing strategies

Task3

You required to prepare a marketing plan using the headings below.

- Executive Summary - Provide an overview of the organisation and the plan, which simply states what is to be achieved
- SWOT Analysis - Submit an overview of the Black beans Café's strengths, weaknesses, opportunities and threats

- Strategies - Outline the marketing opportunity selected and strategies developed in task 2. Include your reasoning for the marketing mix decisions that you made and the strategies you selected, referring to the SWOT analysis and risks

- Implementation - Priorities, responsibilities, timelines, budget, monitoring process and reporting requirements

Part2

Task1
You are required to write a report which includes following information (about 900 words)
- You should discuss how to assessed the marketing performance against the objectives
by undertaking performance analysis
- You should discuss how to evaluate and report on marketing strategies against the set
criteria/benchmark
- You should prepare a report indicating business practices that need to be changed to
satisfy changing customer requirements.
- You should discuss how to communicate these changes to relevant personnel ( management and staff of Black Beans Café)

Attachment:- Assessment.rar