Assessment
Each assessment component is recorded as either Satisfactory (S) or Not Satisfactory (NS). A student can only achieve competence when all assessment components listed under procedures and specifications of the assessment section are Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS (Not Yet Satisfactory) is eligible for re-assessment. Procedures and Specifications of the Assessment
You are required to develop a management plan for provided marketing information to monitor and review its progress after a period of time. You will also need to delegate roles to individuals within the organization, establish and use KPIs to assess progress, and communicate information about marketing activities as required.
You also have to develop a plan for the coaching and mentoring of staff involved in the marketing activities. Included in your plan will need to be descriptions of how you intend to provide feedback and instigate corrective actions to staff who are working with you to fulfil marketing objectives.
You must provide:
- A management plan for the marketing activities, with clear strategies and actions for the achievement of marketing objectives including meeting details with CEO [Steps 1-7]
- Staffing support plan [Steps 1-4]
- Your report must be of minimum 3000 words to address all the above points.
Your assessor will be looking for:
- Evidence that you analyzed and identified the needs of the case study, and reflected these in the management plan you have developed.
Case study
You are the marketing manager for a chain of home-ware stores in Brisbane called Houzit. The marketing plan for the 15 Houzit stores was developed over 12 months ago and you are actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, you are instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year's result. No expansion stores are planned during this phase of consolidation and on average the stores achieved $24,680 per week for the year.
The next six months of the marketing plan calls for increased marketing to match the growth in seasonal demand that occurs during this period. In particular, you should focus on magazine advertising and PR, together with in-store promotions and web based promotions.
You are assisted in the marketing role by Marie and Tony. Marie manages the advertising/PR while Tony is a specialist search engine optimizer and webpage designer. You enjoy taking responsibility for the in-store promotions because it keeps you connected with the key personnel and the trends in merchandise category sales. Lamberts Consulting are also a preferred supplier of market research, marketing audits and marketing consultancy.
The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of ten percent in the coming year.
The next six-month campaign is designed to take advantage of the seasonal growth in bathroom fittings and mirror categories with linkages to the other two categories of Houzit: bedroom fittings and decorative items.
Some of the leading home-ware magazines are selling advertising space with the opportunity of a PR write up in their magazine and website. You see this as a key driver in achieving the marketing objectives because you are aware that your major competitor is slashing their advertising budget and putting what they have into sponsorships.
It is planned that the in-store displays will feature these advertising visuals and link the featured products with other areas in Houzit's assortment. At the same time, the company's web page will also carry the advertising visuals on the home page and will use the PR copy in article marketing on popular article content sites. The webpage will be targeted towards the key words found in the PR article and featured in the advertising of ‘stylish bathroom' and ‘exotic mirrors'. These keywords will also be secured via pay-per-click traffic directing.
All advertising, PR and in-store displays will carry the web address line of ‘Find us at www.houzit.com'. To date, the webpage has simply been about company and product information with no opportunity for customers to order and pay online. This is one area that Lamberts Consulting has recommended to the board as an area that should be considered in the distribution channel options. You have been asked to fit this into the plans over the next six months.
Lamberts has also alerted the company to the fact that the strong Australian dollar was making their imports cheaper to buy, putting pressure on the local suppliers to match prices. As a result, some of your competitors have signaled a drop in the retail price of their quality imported home-wares. Imports were usually an area of high margins for the company and any loss there could be a serious issue. Monitoring both the Australian dollar and competitor prices has been set as a priority for the coming six months.
The board has set a benchmark of 15% of new sales generated as an appropriate customer acquisition cost. This is a KPI that the board wants monitored along with the market share percentage.
Case study
You are the marketing manager for a chain of home-ware stores in Brisbane called Houzit. The marketing plan for the 15 Houzit stores was developed over 12 months ago and you are actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, you are instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year's result. No expansion stores are planned during this phase of consolidation and on average the stores achieved $24,680 per week for the year.
The next six months of the marketing plan calls for increased marketing to match the growth in seasonal demand that occurs during this period. In particular, you should focus on magazine advertising and PR, together with in-store promotions and web based promotions.
You are assisted in the marketing role by Marie and Tony. Marie manages the advertising/PR while Tony is a specialist search engine optimizer and webpage designer. You enjoy taking responsibility for the in-store promotions because it keeps you connected with the key personnel and the trends in merchandise category sales. Lamberts Consulting are also a preferred supplier of market research, marketing audits and marketing consultancy.
The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of ten percent in the coming year.
The next six-month campaign is designed to take advantage of the seasonal growth in bathroom fittings and mirror categories with linkages to the other two categories of Houzit: bedroom fittings and decorative items.
Some of the leading home-ware magazines are selling advertising space with the opportunity of a PR write up in their magazine and website. You see this as a key driver in achieving the marketing objectives because you are aware that your major competitor is slashing their advertising budget and putting what they have into sponsorships.
It is planned that the in-store displays will feature these advertising visuals and link the featured products with other areas in Houzit's assortment. At the same time, the company's web page will also carry the advertising visuals on the home page and will use the PR copy in article marketing on popular article content sites. The webpage will be targeted towards the key words found in the PR article and featured in the advertising of ‘stylish bathroom' and ‘exotic mirrors'. These keywords will also be secured via pay-per-click traffic directing.
All advertising, PR and in-store displays will carry the web address line of ‘Find us at www.houzit.com'. To date, the webpage has simply been about company and product information with no opportunity for customers to order and pay online. This is one area that Lamberts Consulting has recommended to the board as an area that should be considered in the distribution channel options. You have been asked to fit this into the plans over the next six months.
Lamberts has also alerted the company to the fact that the strong Australian dollar was making their imports cheaper to buy, putting pressure on the local suppliers to match prices. As a result, some of your competitors have signaled a drop in the retail price of their quality imported home-wares. Imports were usually an area of high margins for the company and any loss there could be a serious issue. Monitoring both the Australian dollar and competitor prices has been set as a priority for the coming six months.
The board has set a benchmark of 15% of new sales generated as an appropriate customer acquisition cost. This is a KPI that the board wants monitored along with the market share percentage.
1. Strategies: specific strategies for mentoring and coaching of staff throughout the period of the proposed marketing activities
2. Resources: models for assessing use of resources provided to attain required marketing outcomes
3. Feedback: a model and mechanism for providing feedback to staff throughout the process
4. Performance: a process to be used for identifying weaknesses in individual and team performance (in meeting the requirements of the marketing objectives for the delegated marketing activities) and instigate corrective actions when required.