代写 BSBMKG501 Identify marketing opportunities
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Assessment Tasks
BSBMKG501
Updated January 2016 v2.0 Page 1 of 12
Assessment Task 1 – (Group project and Presentation)
Identify marketing opportunities
Submission details
The Assessment Task is due on the date specified by your trainer. Any variations to this arrangement
must be approved in writing by your trainer.
Submit this document with any required evidence attached. See specifications below for details.
You must submit both soft copies and printed copies of your answers.
Soft copies-
Upload on the eLearning to the specific submission folder with a cover page clearly indicating your
name, student id, assessment no and the unit name or put those information in the header and footer
of your documents.
Printed copies-
Submit to your Trainer with the "Assessment Cover Sheet" (Filled out and signed appropriately)
attached on top of your documents.
Assessment description
You will analyse a real organisation or simulated business to identify two marketing opportunities,
research potential new markets, assess opportunities with respect to contribution to the business, and
explore innovative approaches. You will then prepare a brief presentation for marketing peers to
support and explain the two marketing opportunities you have identified.
You may base your analysis and report on:
● an organisation you are familiar with, such as a current or previous employment, and from which
you can access organisational strategic and marketing plans to identify and evaluate marketing
opportunities
Note: You should ensure enough information is available for the organisation and relevant
market/s to complete the assessment task to specification
● BBQfun simulated business.
Procedure/Instructions
There are two parts to this assessment task. Part A requires you to identify and evaluate two
opportunities for your chosen organisation. 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 two opportunities for your chosen organisation.
1. Choose an organisation to analyse. Identify two marketing opportunities for the organisation you
have chosen.
a. To identify opportunities, analyse information on your chosen organisation’s market and
business needs, for example:
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b. comparative market information
c. competitors’ performance
d. customer requirements
e. legal and ethical requirements
f. market share
g. market trends and developments
h. new and emerging markets
i. profitability
j. 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 ABSdata, for example, to determine
demographic and consumer trends.
2. Research potential new markets for the organisation, for example:
a. export markets
b. segments of the market not currently penetrated
c. Consider strategic marketing approaches such as:
d. increasing market share
e. developing new markets
f. developing new products
g. diversification
3. 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.
In your analysis, consider types of markets and aspects of the marketing mix such as distribution,
products and types of promotional activities, for example:
a. e-commerce
b. business-to-business marketing
c. direct marketing
d. ideas marketing
e. marketing of goods
f. public sector marketing
g. services marketing
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h. telemarketing.
4. 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.
5. Use numerical analysis or statistical methods to forecast effects. For example, use the least
squares method to estimate demand. Use estimated demand to calculate effect on sales and
profitability.
6. Explore and develop 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.
Part B
Prepare a 15–20 minute presentation for marketing peers explaining and supporting the two marketing
opportunities you have identified. Ensure you complete the following:
1. 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
2. Support your choice of marketing opportunities with reference to market information such as
market trends and sales figures. Include relevant statistics.
3. 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:
a. refer to quantitative or qualitative data
b. show/use results of statistical methods of forecasting demand
c. show results of break-even or profit analysis.
2. 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.,
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product, price, promotion, place (distribution). Refer to principles of marketing that apply to your
approaches to realising the proposed opportunities.
3. Use appropriate language and level of formality to satisfy needs of your audience. For example:
a. professional but semi-formal language
b. technical vocabulary; potential need to define more obscure marketing terms or statistical
methodologies
c. assume no knowledge of specific organisational policies or marketing strategies
d. be prepared to answer questions
e. provide for response and feedback.
4. Prepare and keep presentation notes and other materials used in the presentation such as
PowerPoint slides and handouts.
5. Deliver your presentation as per specifications (below).
6. Submit presentation notes, PowerPoint slides, etc. to your assessor. Keep a copy of all
documentation for your records.
You may also request your trainer for additional information and may seek help
with summarising of all instructions if required .
Submission specifications
You must:
● deliver a 15–20 minute presentation
● submit presentation notes and other materials used in the presentation such as PowerPoint slides
and handouts.
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Assessment task 2 – (Written report) Evaluate marketing
opportunities
Submission details
The Assessment Task is due on the date specified by your trainer. Any variations to this arrangement
must be approved in writing by your trainer.
Submit this document with any required evidence attached. See specifications below for details.
You must submit both soft copies and printed copies of your answers.
Soft copies-
Upload on the eLearning to the specific submission folder with a cover page clearly indicating your
name, student id, assessment no and the unit name or put those information in the header and footer
of your documents.
Printed copies-
Submit to your Trainer with the "Assessment Cover Sheet" (Filled out and signed appropriately)
attached on top of your documents.
Assessment description
In response to a simulated business scenario, you will evaluate three marketing opportunities that have
been identified for you, rank them in terms of viability and likely contribution to the business, and assess
the impact of the top-ranked opportunity on operations. You will then prepare a report for the board of
directors documenting identified marketing opportunities and required changes.
Procedure/Instructions
There are two parts to this assessment task. Both parts relate to three new opportunities that need to
be evaluated. Part A requires you to read all materials and to evaluate and complete the information in
the BBQfun sales data worksheet. In part B you will prepare a report for a board of directors to outline,
evaluate and rank the opportunities.
Part A
1. Read all materials required for this activity: this procedure, BBQfun simulated business,
information supplied in the scenario, and information supplied in the BBQfun sales data
worksheet of this assessment task.
Scenario
You are the marketing manager at BBQfun. You and your team have identified three
marketing opportunities to evaluate. They are:
● manufacture and sell own brand
● sell products through e-commerce
● sell products at bargain prices
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The first opportunity is to manufacture and retail own-branded barbecues and products.
Manufacture would take place at a leased plant in India as BBQfun has no manufacturing
capability. Also, manufacture in Australia would be too expensive.
The second opportunity is to offer all products in an online store. Stock could be stored at
no extra cost at existing stores. Customers would cover delivery costs.
The third option is to aim to increase market share by cutting the cost of products and
aiming at mass appeal.
Further information is provided in the BBQfun sales data worksheet.
Each opportunity will be promoted through a $500,000 television, internet and email
advertising campaign (cost accounted for in approved budget).
You will need to review the BBQfun simulated business information to determine
organisational fit, profitability and operational implications for each of the three
opportunities.
On the basis of the profitability index (opportunity cost estimated to be 8%) and a full
appreciation of other, non-financial factors, you will need to rank these opportunities and
choose one top-rated opportunity for further evaluation.
After ranking the three opportunities, you will complete your evaluation in terms of
impact on operations. Information is provided in the BBQfun sales data worksheet.
You will then need to provide a report to the board of directors documenting your
evaluation of identified marketing opportunities and required changes to operations.
2. Using all the information you have been provided with, fill in the blank spaces (shaded boxes) in
the BBQfun sales data worksheet in the following order:
a. Forecast the total market potential for 2012/13.
b. Use the market share for each opportunity and the total market potential to forecast the
number of buyers in each category for the e-commerce market opportunity.
c. Use the number of buyers from market potential tables to calculate the unit sales volumes
for the e-commerce and bargain market opportunities.
d. From this information, calculate estimated total revenue and gross profit.
e. Use the additional fixed costs and the BBQfun simulated budget to determine the net profit
for each opportunity.
f. Use gross profit and total fixed costs from each opportunity to calculate the profitability
index for each opportunity.
g. Use information from this assessment task and the BBQfun simulated business to calculate
total cost of operational changes.
3. Complete your own research to supplement the information you have been provided with. Ensure
that you have all the information that will enable you to address all the requirements of the
report.
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Part B
1. Complete a report according to the following requirements.
2. Referring to the BBQfun simulated business documentation, analyse the three opportunities
outlined in the scenario in terms of likely fit with organisational goals and capabilities. Consider:
a. organisational marketing plan, structure, products and services
b. principles of marketing and the marketing mix
c. additional marketing information such as survey results in the BBQfun sales data
worksheet.
3. Using information in the BBQfun sales data worksheet, evaluate each opportunity in terms of
impact to current business and customer base. Evaluation should include investigation of:
a. sales volume for each opportunity in FY 2012/13
b. gross and net profit for each opportunity FY 2012/13
c. use numerical analysis or statistical methods to forecast, for example, the size of potential
markets in FY2012/13.
4. consider also:
a. impact on growth plans
b. market share
c. knockout factors to rule out opportunities.
5. Assess external factors which may be relevant to each opportunity. Identify all of:
a. codes of practice and models
b. regulations
c. relevant legislation.
6. Refer to relevant BBQfun policies and procedures.
7. Referring to BBQfun simulated business documentation, summarise major costs, benefits and
risks associated with each opportunity, including risks associated with potential competitors.
Identify at least two strategies or approaches to mitigate risk.
8. Using information in the BBQfun sales data worksheet, assess the return on investment for each
opportunity. Calculate the profitability index for each opportunity.
9. Based on your analysis so far, rank each of the three marketing opportunities. Justify your ranking
in terms of both financial and non-financial factors (such as organisational fit).
10. Using information from the BBQfun sales data worksheet, for the top-ranked marketing
opportunity, identify changes to current operations in order to take advantage of the opportunity.
Ensure changes identified are adequate to:
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a. service an increased or different customer base
b. ensure continued quality of service.
11. Ensure you can justify changes on the basis of maintaining quality.
12. Using information from the BBQfun sales data worksheet, estimate and justify resource
requirements and costs for changed operations. Consider:
a. additional staff
b. distribution costs
c. equipment
d. promotional costs
e. staff training.
13. Prepare the report for the board of directors to document your evaluation of the three marketing
opportunities and operational changes for the top-ranked opportunity. Ensure you include the
following in your report:
a. An executive summary.
b. The results of your investigation of marketing opportunities in steps 3–8. Document the
results of your investigation at each step. Consider documenting each step separately,
under its own section heading.
c. For the top-ranked opportunity, the results of your evaluation of required changes to
operations in steps 9–10. Document the results of your evaluation at each step. Consider
documenting each step separately, under its own section heading.
14. Appropriate language and level of formality to satisfy needs of your readers:
a. formal language
b. technical vocabulary; no need to define terms such as ‘marketing mix’, for example
c. assume knowledge of organisational policies, marketing strategies.
15. Submit your report as per specifications below. Keep a copy of your report for your records.
You may also request your trainer for additional information and may seek help with summarising of
all instructions if required.
Submission specifications
You must submit:
evaluation report (approx.750 words) for the board of directors that covers all of the listed
requirements.
BBQfunsales data worksheet
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Performance
Market share (Projected*):
Assume market share constant across all products.
Financial year
(FY)
Local
independents
The Yard BBQ’s R us Outdoorz BBQfun
FY2009/10 30% 0% 25% 23% 22%
FY 2010/11 30% 0% 27% 23% 20%
FY2011 /12 30% 0% 22% 25% 23%
*FY2012 /13 30% 0% 22% 24% 24%
Sales performance:
Financial year (FY) Total sales
FY2008/09 8,500,000
FY2009/10 10,000,000
FY2010/11 9,000,000
FY2011/12 9,500,000
Estimated total market potential for 2012/13 (SE Qld)
Calculate potential sales for marketing opportunities.
Total market potential (with potential online sales included)
Use to calculate potential sales with e-commerce included in FY2012/13.
Financial year (FY) BBQs Outdoor
Furniture
BBQ
Accessories
Total
FY2008/9 25,000 13,000 42,000 80,000
FY2009/10 35,000 15,000 58,000 108,000
FY2010/11 40,000 17,000 68,000 125,000
FY2011/12 45,000 19,000 75,000 139,000
FY2012/13
Own Branded products
Assume market share of 24% for BBQfun to calculate projected number of units to sell for each item in
2012/13.
BBQs Outdoor Furniture BBQ Accessories
Number of buyers
30,000 13,000 56,000
Quantity
1 1 3
Average price
$600 $850 $50
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Bargain market
Assume market share of 25% for BBQfun.
BBQs Outdoor Furniture BBQ Accessories
Number of buyers
40,000 20,000 70,000
Quantity
1 1 3
Average price
$500 $650 $40
With E-commerce
Assume market share of 24% for BBQfun.
BBQs Outdoor Furniture BBQ Accessories
Number of buyers
Quantity
1 1 3
Average price
$620 $880 $55
Opportunities and profit figures for calculation
Own brand E E- - commerce Bargain market
Sales
volume
(units)
BBQ: 7200 BBQ: BBQ:
Furniture: 3120 Furniture: Furniture:
Accessories: 40,320 Accessories: Accessories:
Price
BBQ: $600 BBQ: $620 BBQ: $500
Furniture:$850 Furniture: $880 Furniture: $650
Accessories:$50 Accessories:$55 Accessories:$40
Unit
contribution
margin
BBQ: $500 BBQ: $300 BBQ: $200
Furniture: $600 Furniture: $420 Furniture: $220
Accessories: $40 Accessories: $20 Accessories: $10
Total
revenue
Total gross
profit
2012/13
Additional
fixed costs
Add lease:
$1,000,000
Add labour:
Add training: $50,000
Add online store
development:
See approved budget
(no change in fixed
costs)
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Own brand E E- - commerce Bargain market
$500,000
Add plant
(depreciation):
$500,000
$100,000
Add new plant and
equipment
(depreciation):
$150,000
Add labour: $250,000
Add reconfiguring of
warehouse/office:
$50,000
Total net
profit
2012/13
Profitability index figures for calculation
Own brand E E- - commerce Bargain market
Cash flow 2012/13 (Use gross profit) (Use gross profit) (Use gross profit)
Opportunity cost 8% 8% 8%
Present value of
future cash flows
Present value of
initial investment
(Use total fixed
costs)
(Use total fixed
costs)
(Use total fixed
costs)
Profitability index
Operational changes
After consulting with the management team at BBQfun, you determine:
● high risk of customer service quality problems for online customers
● high risk of staff misunderstanding changes and considering online sales as threat to jobs
● eight online sales and customer service people will be needed to manage increased online
customers
● since stores are overstaffed, need for online people could be met from drawing from existing
employees at the two stores
● currently no staff have online customer service skills
● management would like to develop people through retraining rather than hire new staff to handle
online sales
● six delivery trucks needed to enable distribution
● website will take 50 days to develop
● three forklifts needed
● four additional warehouse workers needed
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● six additional drivers needed
● office space may need to be reconfigured.
Available resources and costs
Resources Costs
Additional staff $25,000 year average Additional staff costs:
Plant and equipment
depreciation
● Delivery trucks
($20,000 each)
● Forklifts ($10,000 each)
Plant and equipment costs:
Promotional costs $500,000
Website developers Contractors ($2,000/day) Website development cost:
Staff training $ Online customer service training
$3,000 per staff member
Staff training cost:
Management change
leadership training for
store managers and
team leaders
$3,000 each Management and leadership training
cost:
Warehouse and office
reconfiguration
Reconfiguration cost:
Total
