ࡱ> \~%` bjbjٕ quznznD,3333\4,j88|9|9|9I;I;I;UiWiWiWiWiWiWi$,lhn{i9v>';"I;v>v>{i|9|9iB&A&A&Av>|9|9Ui&Av>Ui&A&A[NHV6N I^|98 _r3>\Nqdij\&o?&o4I^I^&o]^I;<&A<t=_r"I;I;I;{i{i@XI;I;I;jv>v>v>v>,Dpp4$!,pp,,,  SSP Marketing - Small Business Management Assessment Task Cover Sheet Students Name:Business: Please complete and check all shaded sections before mailing to the College. Make sure this cover sheet is securely attached to your Assessment Task. Please (() the type of submission (Full Submission Partial Submission Resubmission Certificate IV in Business (Small Business Management)BSBMKG302ACode:  Task 2 Marketing Opportunities Participant Declaration: I declare that the material contained in this Assessment Task is my own work. XStudents Signature: / / College Use: Code: Comments Assessment Result: % Competent % Competence not yet demonstrated Part APart BPart CPart D Assessed By: Signature:Assessed By: Name: / / This Assessment Task is about you researching the current position of aspects of your business. This ensures you can focus your marketing activities on areas that will give you greatest benefit. Access your business records, and undertake some basic researching activities to answer these questions. Note we will build on what we have found in later Assessment Tasks, and identify what can be done to improve on these aspects. If questions in any Assessment Task are not appropriate to your business contact your course Co-ordinator at the College to determine ways to give you more appropriate questions. Part A Market Segmentation and Your Existing Customers Refer to the section in your Folder Called Market Segmentation (starting at page 131) to assist you with answering these questions.  1. What segments or target markets exist in your customer base? Explain your answer with examples. OR If there are not any that are evident what target groups could be options for your business?      2. Select one existing or future target group and answer the following questions: a) Describe the target group:   b) What are their motives for buying? Explain your choice    c) What is a Sales Message that would be effective for them?    Part B SWOT on Marketing Effectiveness Refer to the section in your Folder Called Conducting a SWOT (starting at page 140) and the separate reading on SWOTs to assist you with answering these questions.  You are NOT required to do a full SWOT for your business. However you are required to do a SWOT on the Marketing Effectiveness of your business. To do this critically and honestly answer the following short questions: 3. What are your current marketing activities / ways of getting business. List those standard one such as yellow pages as well as specific one-off activities you may undertake like an advertisement from time to time.      4. What are your strengths with respect to marketing. These may be the fact that you get good results or have a strong local image or have personal skills eg business networking, or have a good pricing structure      5. What are the weaknesses in your marketing efforts? Consider whether you measure your results; whether you achieve good results; whether your skills in this area are sufficient      6. What opportunities exist for improvements to your marketing effectiveness? This might be cost effective promotional methods or new and growing markets or marketing ideas that you feel may work (but havent yet tried).      7. What threats exist with respect to marketing issues eg price competition; competitors moving in on your area; lower demand from consumers due to local job losses ..      8. What is the current business direction for your business eg are you after high growth; reduced sales (yes some businesses want to control their size), stable size; franchising the business, looking at moving into new product lines or markets .      Part C Your Competitors and Pricing Refer to the section in your Folder Called Your Competitors (starting at page 144) to assist you with answering these questions.  It is critical to your business that you have a thorough understanding of your products, competitors and how your price compares. 9. Complete the table on the following page on your 3 Key Competitors. Detail how an objective customer would view their strengths and weaknesses. Also review how their pricing on key products compares. In the absence of pricing information based on what you know about them estimate if they will be more expensive or less expensive than you. Submit the Table as the answer to this question. 10. Analyse your findings: How do your prices compare?      11. List some ways you might be able to promote the comparative strengths you have over your competitors        9. Competitor Analysis StrengthsWeaknessesPricing ComparisonCompetitor 1:Your Price:Highest Competitors Price:Average Competitions Price:Lowest Competitors Price:Competitor 2:Your Price:Highest Competitors Price:Average Competitions Price:Lowest Competitors Price:Competitor 3:Your Price:Highest Competitors Price:Average Competitions Price:Lowest Competitors Price: Part D Analysing Marketing Opportunities Feel free to attempt the following questions OR complete this at Workshop 2  12. Olive from Super Sandwiches is trying to decide between 3 different marketing activities to launch her new gourmet foods menu. She wants to get things started well, but is mindful of spending too much time and money for little guaranteed results. She asks you for your recommendation (and reasons) of which of the 3 things she should do. Use the information provided at the workshop on this case study or where information you feel you need is not provided make a valid assumption about what that detail is and include it in your answer (so we can follow your logic). The best approach to this question is to evaluate each option individually then compare the answers for each and make a recommendation. Attach your findings and recommendation. Option 1. Word of Mouth Olive believes the least expensive option will be word of mouth. So she is considering simply using the new menu board and in-shop menus and staff to promote the range as customers come in. The downside she thinks she might have lower take up of the new menu and estimates only 5 customers moving across to gourmet a day; and no new customers until word gets around (say 2 weeks) and then only 5 per day. Option 2. Press Advertisement Olive has been approached by her local newspaper rep with a special price of $500 for an advertisement in the Wednesday paper. The rep says that 30% of workers read this paper. But Olive knows that people tend to buy lunch from somewhere close so this restricts her to an estimated 500 local workers of which 330 already buy lunch from her. She is unsure of the effectiveness arte and would be guided by you on this. Option 3. Special Promotion Olive thinks that she should offer the new menu at the existing price for standard sandwiches as an introductory special. She thinks she should do this for 4 weeks and get people trying the new menu before putting up the prices to what she had planned. She thinks she will have converted 40 customers per day to the new menu after 4 weeks. Attach your findings and recommendation.     Please mail this Assessment Task to: Australian College of Commerce and Management Locked Bag 8804, Wollongong NSW 2500 Email:  HYPERLINK "mailto:assessments@austcollege.com.au" assessments@austcollege.com.au Fax signed coversheet to 02 4225 1400   FILENAME SSP_SmallBusMktingAssessmentTask2_v2-08 Australian College of Commerce and Management Page  PAGE 1 of  NUMPAGES 9   FILENAME SSP_SmallBusMktingAssessmentTask2_v2-08 Australian College of Commerce and Management Page  PAGE 6 of  NUMPAGES 9  -IJKTZbdef   ! 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!"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~nRoot Entry F_rData 8WordDocumentqu1Table4Zo BSBMKG4"L"that will give you greatest benefit.""A""1""A"4"market Segmentation and ""Refer tp the section in your Folder Called Market Segmentation (starting at page 131) to assist you with answering these questio""1. What """segments""" are possible to consider in your custoimer base? Explain your answer" " with examples"".""exist"("or target markets ""2. Seelct""lect one "" ""2" "one"H"What are their motives for buying?""A ""2 ""that are "z"Select one target group and answer the following questions:">"a) Describe the target group:" "b) ""c) What is a ""."," Explain your choice"*"existing or future "*"SWOT on Marketing """Skills"""Effectiveness""B""o""o"("Conducting a SWOT ""40"H"and the separate reading on SWOTs "."to do a SWOT on the ""V"Marketing Effectiveness of your business."4"critically and honestly "@"the following short questions:" "3. "2" Consider your current ""What are your current marketing activities / ways of getting business. List those """standard""" one such as yellow pages as well as specific one-off activities you may undertake like an advertisement from time to time."("4. What are your """strengths""" with respect to marketing. These may be the fact that you get good results or have a strong local image or have personal skills"<"5. What are the weakbnesses " "in y"D"our marketing efforts? Consider """""whether you measure your results; whether you achieve good results; whether your skills in this area are sufficient...""6. What opportunities exist for improvements to your markeying " "efefctiveness?"n" This might be cost effective promotional methods or ""new and growing markets or marketing ideas that you feel may work (but haven'""t yet tried).""What threats exist with respect to marketing issues eg price competition; competitors moving in on your area; lower demand from "0"8. based on the above "D"information, what opportunities ""marketin "8"exsist for your business ?" "may ""C""on the ""page "."What is the current ""*"business direction""" for your business eg are you after high growth; reduced sales (yes some businesses want to control their size), stable size; fr" "...""."n", looking at moving into new product lines or markets""Competitors"", competitors"" h"".""Competitors"$"Your Competito 5+6+7+8+x++M,N,--&.(.)./ / / /////////m0n0o0p0q0r0s0t00000000001 11%2&2z22222223 3+3,3-32373T3346@0@0* @0* @0* @0* @0*@0*@0*@0*rs""4" "10. "" "" "0"9. Competitor Analysis""Strengths""Competitor""Weaknesses""Competitor ""Competitor "J". Detail what a objective custoemr ""would " "how""n"" view ""tehir "4"strengths and weaknesses"" Also review how their pricing on key products compares. In the absence of pricing information - based "R"on what you know about them - estimate "x"if they will be more expensive or less expensive than you.""How woudl ""you promote the comparative strengths you have over your competitors"6"List some ways you might ""be able to "">">"D""Feel free to attempt the following questions OR complete this at Workshop 2"F"Analysing Marketing Opportunities"2"marketing Opportunities""M""Code: ""BSBMKG301A""2"A%#h q,G 4*ma*B*phHbH 6z Balloon TextCJOJQJ^JaJ44         Gz Times New Roman5Symbol3& z Arial;Wingdings?5 z Courier New5& zaTahoma "SSP""marketing - ""M""Olive from Super sandwiches is trying to decide between 3 different marketing activities to launch her new gourmet foods menu."".""the information provided at the workshop on this case study or where information you feel you need is not provided - make ""a valid assumption about what that detail is and include it in your answer (so we can follow your logic)"" and in-shop menus and staff to promote the range as customers come in.""thinks she might have lower take up of the new menu and estimates only 5 customers moving across to """gormet""" a day.""u""; and no new customers until word gets around (say 2 weeks) and then only 5 per day.">"Option 2. Press Advertisement"Z"Olive has been approached by her local news""paper rep with a special price of $500 for an advertisement in the Wednesday paper. The rep says that 30% of workers read this p"D"% of her 330 customers might see""But Olive knows that people tedn to buy lunch from somewhere close - so "*"this restricts her ""d"R"to an estimated 500 local workers - of ""which 3330""o"" ""a""l""r""a""e""d""y"" ""u""s""e"" ""h""e""r""."0buy l"u""n""c""h"" ""f""r""o""m"" ""h""e""r"".""Option 3. "&"Special Promotion"t"Olive thinks that she should offer the new menu at the """existing""N" price for standard sandwiches as a ""."introductory special""" "" "L" She is unsure of the efefctiveness "T"arte and would be guided by you on this."R"up the prices to what she had planned. 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