Assessment Tasks and Instructions

Student Name Kinley Yangzom

Student Number 0000017388
Course and Code
Unit(s) of Competency and Code(s) SITXMPR007 Develop and implement
marketing strategies
Stream/Cluster
Trainer/Assessor

Assessment for this Unit of Details

Competency/Cluster

Assessment 1 Short Answer Questions

Assessment 2 Marketing Project
Assessment 3

Assessment conducted in this instance: Assessment 1 ☒ 2 ☐ 3 ☐

Reasonable Adjustment
1. Has reasonable adjustment been applied to this assessment?
No ☐ No further information required

Yes ☐ Complete 2.
2. Provide details for the requirements and provisions for adjustment of assessment:

Student to complete
☐ My assessor has discussed the adjustments with me
☐ I agree to the adjustments applied to this assessment
Signature Date
2nd Assessor to complete
☐ I agree the adjustments applied to this assessment are reasonable
Name

Signature Date
Assessment Guidelines
What will be assessed

The purpose of this assessment is to assess your underpinning knowledge to complete the tasks
outlined in the elements and performance criteria for this unit of competency and relating to
the following aspects:

● data collection tools and research methodologies of particular relevance to marketing

● marketing planning techniques and formats and key features of a marketing plan

● internal and external issues that impact on market planning in a given industry context

● internal capabilities and resource considerations:

o communication capabilities

o e-business capacity

o equipment capacity

o financial resources

o hours of operation

o human resources

o location and position

o staff skill levels

● comparative market information relevant to marketing strategies:
o benchmarking

o best practice information

o competitor information
● industry marketing and distribution networks in the relevant context

● new and innovative marketing strategies in the relevant industry context, and in particular
current and emerging marketing technologies and the opportunities they present

● legal issues that impact on marketing activities:

o Australian consumer law

o copyright and intellectual property considerations

o the Privacy Act 1988

o specific issues arising from use of new technologies

● ethical considerations for marketing:
o appropriate use of images and text

o codes of practice

o protection of children

o targeting of particular groups in the community

● sustainability considerations, opportunities and constraints for marketing in the relevant
context, and those related to:
o cultural and social sustainability

o economic sustainability of marketing initiatives

o resource conservation and waste minimisation.

Place/Location where assessment will be conducted

SSH to complete

Resource Requirements

Pen, Paper or computer.

Instructions for assessment including WHS requirements

You are required to address all questions to achieve competence. Your trainer will provide you
with instructions for time frames and dates to complete this assessment.

Once completed, carefully read the responses you have provided and check for completeness.
Your trainer will provide you with feedback and the result you have achieved.

Statement of Authenticity

☐ I acknowledge that I understand the requirements to complete the assessment tasks

The assessment process including the provisions for re-submitting and academic appeals
☐
were explained to me and I understand these processes
I understand the consequences of plagiarism and confirm that this is my own work and I
☐ have acknowledged or referenced all sources of information I have used for the purpose of
this assessment
Student Signature: Date: / /201

This assessment: First Attempt ☐ 2nd Attempt ☐ Extension ☐ – Date:    /    /   

RESULT OF ASSESSMENT Satisfactory ☐ Not Yet Satisfactory ☐

Feedback to Student:

   /    /
Assessor(s) Signature(s): Date:     
   /    /
Student Signature Date:     
Assessment 1

Your task: Answer the following questions. Each question must be completed.

1. List 5 factors you must have knowledge of to develop an effective marketing strategy.

Response

1. Consumer preferences

2. Acquaint marketing channels

3. Keep up with the market trends

4. Create strong producer-consumer relationship

5. Realistic and achievable market goals aligning with the acquired budget

2. When developing marketing strategies, you need to be aware of your business’ capabilities
and resources. What do you need to consider for each of the following aspects?

Communication capabilities - Evaluate the effectiveness of the communication channel used

to understand consumers preferences and habits to tailor audiences.

E-business capacity - Analyse your company's ability to operate online by assessing the
functionality and features of your website and the caliber of customer service offered for
online transactions.

Equipment capacity - Determination of paraphernalia necessary for marketing and their

capabilities.

Financial resources - Familiarize yourself with the financial resources at your disposal for
marketing endeavors, taking into account expenses related to advertising, promotions, and
other initiatives, and make strategic resource allocation to optimize the return on investment.

Hours of operation - To match marketing efforts with the peak activity and engagement times
of your target audience, take into account the business's operation hours.

Human resources - Make sure there are enough people to oversee and carry out marketing
initiatives by assessing the size and competence of the staff to ascertain its capacity for
carrying out marketing strategies efficiently.

Staff skill levels - Determine and evaluate the skills and competence of staff for enhancing
marketing and customer interactions by providing required training and specialists.

3. List 5 examples of sources of information for analysing the effectiveness of current and past
marketing campaigns.

Response

1. Reviews and feedbacks from customers

2. Goal tracking

3. Cost-benefit analysis

4. Engagement metrics

5. Resource data

4. Explain each of the following types of comparative market information:

Benchmarking: Evaluate a company's performance in comparison to industry norms and its

rivals to find areas for improvement. This comparative market analysis strategy aids in the
enhancement of the efficiency, productivity, and overall market performance of the business.

Best Practices Information: Comparative analysis of the successful strategies used by top-
performing businesses to raise customer happiness, streamline administrative procedures,
and maintain a competitive advantage. For instance, a successful manufacturing company
might embrace lean production methods to increase efficiency and decrease waste, while a
leading e-commerce company might deploy a fluid and user-friendly online interface to
improve customer experience. Businesses can improve their general performance and have
more market success by studying and adopting these best practices.

Competitor Information: In-depth market research, competition analysis, and industry

evaluations are all part of this systematic process for acquiring rival information. Data may
include a range of topics, including product offerings, pricing policies, marketing initiatives,
client feedback, and financial performance. Businesses may strategically position themselves
in the market, stand out with their products, and enhance internal processes to outperform
rivals by utilizing this data.

5. Using a SWOT analysis, define what needs to be analysed for the following areas:

Identify Strengths and Weaknesses – Internal Environment

1. Analyse the organization's internal qualities, assets, and skills that provide it a competitive
edge or support its success. This comprises elements like a solid reputation for the brand, a
trained team, effective procedures, exclusive technology, or distinctive product features.

2. Highlight any internal constraints, shortfalls, or places where the organization might be at a
competitive disadvantage. This includes things like out-of-date technology, a lack of funding, a
lack of knowledge in particular fields, or low employee morale.

Identify Opportunities and Threats – External Environment

1. Examine outside elements that might create ideal circumstances for the organization's
development. This comprises elements like new market trends, shifting customer tastes,
technological developments, or favourable economic circumstances.

2. Analyse any external elements that could complicate, endanger, or otherwise negatively
affect the performance or sustainability of the organization. This covers elements like
heightened competition, a shifting regulatory landscape, economic downturns, or
modifications in consumer behaviour.

6. What is the primary tool of engagement with the world for most people? How does this
affect the marketing environment?

Response

The internet has become the primary mode of interaction for the majority, fundamentally
altering information access and communication with businesses. Consequently, the marketing
environment has witnessed significant transformation, with digital marketing channels such as
social media, email campaigns, and online ads taking centre stage. Additionally, the rise of e-
commerce and real-time communication further underscores the need for businesses to adapt
and leverage digital technologies to engage effectively with their audience and remain
competitive in the market.

7. List 5 pieces of information you will need to perform a competitor analysis. Where could this
information be sourced?

Response

1. What is the rival's marketing approach?

2. What are their strengths and weaknesses?

3. What are their market contents?

4. Keep updated with the current market trends

5. what are the customers’ preference?

Sources

1.Customer feedbacks

2. Social Media Platforms

8. Give 5 examples of information that a promotional activity report should contain.

Response

1. The purpose of the promotional activity in clear terms, such as to boost sales, brand
recognition, or consumer involvement.

2. Provide specific information about the promotional activity, such as the sort of
promotion (such as a discount offer, a social media campaign, or a product launch
event) and how long the activity will last.

3. Determine the precise target audience for the promotion, taking into account their
demographics, interests, and behaviour.

4. The marketing channels that were employed for the promotion, such as print media,
television, email marketing, and social media platforms.

5. Provide specifics about the promotional activity's allotted budget, including any cost
overruns or cost savings.

9. List the name of 2 websites which you can use as resources to identify and analyse market
growth or decline.

Response

https://asic.gov.au/

https://www.rba.gov.au/

10. Name 3 factors that can affect the economic environment, and affect people’s spending
habits.

Response
 1. Unemployment rate

2. Inflation

3. Cost of living

11. Provide a description for each of the following aspects used to analyse market share:

1. "Overall Market Share"

The percentage of total sales or revenue that a company brings in from the whole market for a
certain good or service is known as its overall market share. It provides details on the
company's relative strength or presence in the market and shows where it stands in relation
to its competitors.

2. Segment Market Share

Segment market share refers to the proportion of sales or revenue that a company achieves
inside a certain market segment or target market. A market segment may be determined by a
variety of factors, such as consumer behavior, location, or demography.

3. Relative market share

It is a method used to compare a company's market share to that of its largest industry
competitor. A ratio is frequently used to compare the company's market share to that of its
biggest competitor. A value below 1 reveals the opposite, in contrast. The company has a
larger market share than its opponent if the comparable market share value is greater than 1.

4. "Change in Market Share"

Calculates how much a company's market share has changed by percentage over a specific
period of time. It aids in identifying trends and changes in the marketplace, and it shows the
company's ability to gain or lose market share compared to past periods.

12. Provide 1 example of an emerging trend relevant to your sector in the TH&E industry:

Response

To provide guests a more immersive and interactive experience, many amusement parks
and tourist attractions are starting to incorporate VR and AR aspects into their rides and
 exhibits. For example, a theme park might provide a roller coaster ride equipped with VR
headsets that immerses passengers in a magical setting and gives them the impression
that they are flying through space or interacting with mythological creatures.

13. Name the 3 aspects of the triple bottom line sustainability concept.

Response

1.Social.

2.Economical.

3.Environmental.

14. Name 4 internal issues which can impact on a business’ marketing planning.

Response

1. Strength.

2. Weakness.

3. Opportunities.

4. Threats.

15. Name 4 external issues which can potentially result in new business opportunities for a
TH&E business.

Response

1. Evaluation of travellers, guests and customers preferences and cater their needs

2. Implementing government policies

3. Technological advancements

4. Eco-friendly practices
16. What is the purpose of a marketing plan? How is this purpose achieved?

Response

The primary purpose of a marketing plan is to offer a comprehensive strategy and step-by-
step guide to achieve the marketing objectives of a company or organization. It serves as a
detailed manual that helps in efficiently allocating resources, coordinating marketing
efforts, and ensuring alignment with the overall corporate goals. By carefully outlining the
marketing strategy, businesses can effectively promote their products and services, target
specific customer segments, and ultimately drive growth and success.

17. Why should you involve your staff in developing marketing strategies and plans?

Response

When employees work together to develop marketing strategies and plans, a harmonious
symphony of ideas is created, unleashing the team's combined intelligence. This shared
interest equips each person to play a crucial part in directing the business's journey
towards growth and resounding success.

18. Why must your marketing plan be approved before being implemented?

Response

To ensure that the marketing plan aligns with the company’s goals and does not contradict
with the policies and laws that governs marketing.

19. What are the 4 steps in marketing control?

Response

1. Report on the Annual Plan.

2. Profitability management.

3. Efficiency management.

4. Strategic Management.
20. Give 2 examples of reports you may generate to help analyse the effectiveness of marketing
campaigns.

Response

1. Sales report.

2. Report on customer reviews.

21. List 3 aspects why marketing campaigns do need to be reviewed:

Response

1. Identify strength and weaknesses

2. Identify opportunities and threats

3. Future improvements

22. What needs to happen once promotional activities have been reviewed for their success or
failure?

Response

Businesses can transform valuable insights into tangible improvements, elevating the efficacy
of their marketing efforts and yielding even more remarkable outcomes in future campaigns.

23. Who should be informed about updates to the marketing strategy?

Response

Board members, sales team, management team and relevant stakeholders.

24. List the key aspects of a marketing plan and outline what these involve:

Response

1) Market analysis.

2) Placement.
 3) The budget.

4) Measures.

5) Market planning.

25. What is a disadvantage of direct sales distribution?

Response

Direct sales refer to the act of selling goods or services directly to customers without the
use of wholesalers or retailers. While this strategy permits tighter control over the sales
process and direct client engagement, it also necessitates the company to make costly
investments in building and maintaining its own sales team. Additionally, direct sales may
include substantial travel and in-person interactions, which can increase operational
expenses and limit global expansion.

26. Name 2 methods of indirect sales distribution.

Response

1. Wholesale

2. Retailers

27. List 3 aspects of a business’ conduct covered by consumer law.

Response

1. Customer rights.

2. Branding (product quality)

3. Term of Contract.

28. A marketing plan should include a mission statement and a business vision. Explain what
each of these should outline.

Response
 Together, the mission statement and corporate vision in the marketing plan give the
marketing team clarity and direction, enabling them to work toward a common objective
and linking their efforts with the company's larger purpose.

29. What are the key principles which must be considered for ethical advertising? List 3 codes
which regulate advertising:

Response

● Privacy of consumers

● Alignment with rules and regulations

● Disclosure and transparency

30. What is the role of Australian Consumer Law in relation to marketing?

Response

The Australian Consumer Law provides an essential foundation for assuring moral marketing
practices, defending consumers' rights, and fostering fair competition in the Australian
market. To keep customers' faith and confidence, businesses operating in Australia must
abide by the ACL's rules.

31. What is the purpose of Copyright? How is copyright managed?

Response

Copyright serves to safeguard the authors', artists', and creators' unique works of art by giving
them the only authority to manage how their works are used and distributed. Once an original
work is fixed in a tangible form (such as written down, recorded, or saved digitally), creators
instantly acquire copyright protection for their original works.
32. What impact does the Privacy Act have on business’ marketing activities?

Response

Some of Privacy Act on marketing activities are:

1. Individuals must expressly consent before their personal information is used for
marketing purposes.

2. Transparency and Disclosure: Businesses are required to disclose to customers the

reason behind data collecting and how it will be used for marketing.

3. Data security: Companies are required to take reasonable measures to prevent

unauthorized access to the personal data they have gathered.

4. Fines and other consequences for non-compliance.

33. Outline one legal issue that has emerged with the rise of the Internet and online business.

Response

Issues with intellectual property infringement are a common problem for online enterprises.
The ease with which digital content may be shared and distributed has increased the number
of copyright infractions, trademark infringements, and cases of improper use of intellectual
property.

34. Provide one example of an innovative marketing strategy used by a TH&E business.

Response

TH&E companies can use the effectiveness of influencer marketing on social media to
connect with a larger audience. A restaurant might, for instance, work with well-known
food bloggers or social media influencers with a sizable fan base in the food and travel
sector. These influencers have the ability to provide interesting content, including reviews,
images, and videos that highlight the restaurant's specialties and atmosphere.