Reference no: EM132001191

INTRODUCTION

This Assessment Booklet provides you with information and your assessment tasks for this unit. A requirement of your qualification, from which the unit of competence is taken, is the application of the concepts you have been learning.

The assessment activities are an important part of your course as they provide an opportunity to apply what you have been learning and they give both you and your trainer feedback on your progress.

ASSESSMENT OUTCOMES

The evidence you submit will be assessed and you will be given written feedback. Each assessment task will be marked as either Satisfactory or Unsatisfactory and once all assessments have been marked you will be given an outcome of Competent or Not Competent for the unit of competence. Upon demonstrating competence, you will be awarded this unit.If you are assessed as Not Competent, you will be given some suggestions for improvement and asked to redo your assessment.

1. Written Assessment - Theoretical & Applied

Questions - Assessment

This assessment consists of 09 questions to assess the student's knowledge of Identify & Evaluate Marketing Opportunities.These questions sufficiently cover the criteria set under Performance Criteria and Knowledge Evidenced of this unit.

Students must answer all questions. Most questions require short to medium answers although some questions require a more detailed response. Students must record their answers in a separate A4 document and submit by attaching to their cover page.

Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources.

2. Project - Holistic Assessment 2

This Assessment gives students a chance to apply the principles learnt in the course by identifying two opportunities to enter new market, with current or new products and two opportunities to introduce new products to their current markets.

This is a holistic assessment satisfying all the assessment requirements of this unit.

Students must complete all parts of this assessment.

Students must record their answers in a separate A4 document and submit by attaching to their cover page.

Case Study on Fuji Xerox Australia

This Assessment gives students a chance to apply some of the principles learnt in the course to a given case study on Fuji Xerox. There are total 03 questions asked requiring students to provide short to medium answers.

Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources.

Assessment: Theoretical and Applied Questions

Instructions for Students

Students must answer all questions. Most questions require short to medium answers although some questions require a more detailed response. Students may use various sources of information including: text books, learning workbooks, other documents and the internet and they must list their sources.

This is an individual assignment. Your assessor will be marking you against a competency checklist to ensure you have met the requirements of each of the relevant competencies. You will be informed should you be deemed not yet competent by your assessor and require re-assessment. If you feel the decision made by your assessor was in fact incorrect please refer to your student handbook for information on the assessment appeals process and the steps you are required to undertake.

Assessment rules
- Assessment must be typed in 12 font size.
- Assessment must be in the students own words, if the internet is used for research, a reference list must be listed as an appendix at the end of the assessment.
- No copying from other students.
- Failure to adhere to these rules will result in penalties.

Please answer all of the following questions:

Question 1.

Outline what codes of practices do. What is the difference between voluntary and mandatory codes of practice? What are three of the objectives of the ADMA code of practice?(Max. 300 words)

Question 2

List down the key types of legislation affecting business operations. Provide at least five examples.

Question 3.

Describe the structure/ form that direct marketing can take. (50-75 words)

Question 4

What are the advantages and disadvantages to an organisation of having a broad marketing mix? Provide at least two examples of each. (Max.250 words)

Question 5.

Imagine you have identified three new marketing opportunities for an organization of your choice. Describe how would you determine that whether these opportunities are financially viable? (Max. word. 150).

Question 6.

Imagine you are working for a manufacturing organization of your choice and your management is deciding to expand by introducing a new product to your existing markets, or to enter the markets in a new city with your existing products. Compare the estimated resource requirements for each potential market under the following headings:
a. Staff numbers
b. Staff training
c. Distribution costs
d. Production cost
e. Promotional cost
f. R & D

Question 7.

Briefly describe any two quantitative techniques commonly used by the marketing department to evaluate marketing opportunities. (Max. word. 250).

Question 8.

What calculations do you need to carry out to determine ROI (return on investment)?

Question 9.

You are an entrepreneur running a small bakery shop in Mount Druitt and your accountant recently recorded the bakery's cake sales for the last two years in the following manner:
2015

No. of cakes sold: 150

Sales Value: $30

Average unit value: $ 15

Average unit profit: $ 20

Average age group of customers buying cakes from the bakery:

B/w 10 - 30 = 55%

B/w 31 -  40 = 35%

B/w 41 - 60 = 10%

2016

No. of cakes sold: 100

Sales Value: $35

Average unit value: $ 20

Average unit profit: $ 25

Average age group of customers buying cakes from the bakery:

B/w 10 - 30 = 70%

B/w 31 -  40 = 22%

B/w 41 - 60 = 8%

a. Briefly analyse the above information in terms of the trends it reveals.
b. Based on the above brief analysis, identify new marketing opportunities for this bakery.
c. Considering your proposed marketing opportunity, discussed above in b, what other information would be required to analyse information on market and business needs?
d. Based on your analysis of the above data, what promotional methods do you think can enhance the cake sales of the bakery.
e. What are the four main sources of entrepreneurial marketing ideas?

Assessment 2: Holistic Assessment

Instructions

This is an individual assignment. Your assessor will be marking you against a competency checklist to ensure you have met the requirements of each of the relevant competencies. You will be informed should you be deemed not yet competent by your assessor and require re-assessment. If you feel the decision made by your assessor was in fact incorrect please refer to your student handbook for information on the assessment appeals process and the steps you are required to undertake.

Assessment rules
- Assessment must be typed in 12 font size.
- Assessment must be in the students own words, if the internet is used for research, a reference list must be listed as an appendix at the end of the assessment.
- No copying from other students.
- Failure to adhere to these rules will result in penalties.
- Max. word limit 3,000 words

Source: Some of these questions have been taken from the Trainer Assessor Manual printed by ©smallprint V3 Apr 2015

Project 1.

Q.1
In this assessment, your role as an entrepreneur is to identify, investigate and evaluate new opportunities to invest within Australian market. In your capacity as a marketing manager for an organisation of your choice, briefly describe the organisation, its structure, products or services and its current markets.

TASK 1

Based on the above scenario, develop a comprehensive report titled 'Identification & Evaluation of Marketing Opportunities, covering the following areas:

a. Identify two opportunities to enter new market, with current or new products and two opportunities to introduce new products to your current markets.
b. Explore entrepreneurial, innovative approaches and creative ideas for their potential business application, and develop into potential marketing opportunities by analysing and documenting these opportunities in terms of:

I. Their potential contribution to your organisations business
II. Their fit with your organisation's goals and capabilities
III. Likely impact on your current business and customers
IV. External influences on the financial viability of each opportunity
V. Probable return on investment
VI. Describe and rank marketing opportunities on their viability, and likely contribution to the business
VII. Changes needed to current operations
VIII. Changes needed to maintain current quality of customer service
IX. Resources required to make the necessary changes
X. Develop a communication plan to communicate your findings to the key stakeholders in your organization.
XI. outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations in your organization
XII. Briefly describe what statistical methods and techniques you would use to evaluate the above identified marketing opportunities?

TASK 2- Presentation Task

a) Present your findings by delivering a small 10minute presentation to your trainer.

b) Make sure you hand in your presentation slides to your trainer prior to your presentation day allocated by your trainer.

CASE STUDY ON:

FUJI XEROX AUSTRALIA BUSINESS EQUIOMENT

QUESTIONS:
Q.1
Briefly discuss any two relevant legislation and regulations affecting marketing operations of Fuji Xerox.
(Max. 300 words)

Q.2
Briefly discuss any two codes of practice and national standards affecting marketing operations of Fuji Xerox.
(Max. 300 words).

Q.3.
The success story of Fuji Xerox on their online marketing strategy must have been accompanied with some changes required in their current operations. Briefly outline any three such changes which you think Fuji Xerox must have gone through or implemented. (Max. 150 words).

Attachment:- Guide.rar