4 assessments. Each assessment task to be answered separately
Assessment Task 1 (BSBMKG515) Marketing audit plan Submission details Candidate’s name Phone no. Assessor’s name Phone no. Assessment site Assessment date/s Time/s The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor. Submit this document with any required evidence attached. See specifications below for details. Performance objective For this task, you will demonstrate skills and knowledge required to prepare for marketing audit. Assessment description In this assessment task, you are required to prepare for a marketing audit by developing a plan outlining how an internal and external audit can be conducted within the case study organisation. You will need to review the case study business’s marketing plan provided with this assessment task, and describe a plan that outlines the scope, approaches, and timelines for the audits. You will need to clearly identify the type of marketing audit and format to be used in conducting the audit and collecting information. Procedure 1. Using the case study information provided with this task, complete the following steps to provide a summary plan to prepare for a marketing audit. Describe: a. the purpose of the marketing audit, including details about micro and macro factors that may affect the marketing operations and strategic goals and refer to the marketing plan b. the scope of the marketing audit that is required c. the methodology required to be used in conducting the audit and when the audit could occur for the organisation d. timeframes for audit in line with the marketing plan e. the participants to be involved in the conduct of the audit and what their involvement would require (their role) f. the main characteristics of the marketing audit and how they meet the audit priorities for the organisation g. the format of the marketing audit, and the main elements to be included h. the form of marketing audit that best meets the requirements of the marketing plan. Describe at least one other form and explain briefly why it is not appropriate. 2. Provide a few written dot points for each of Steps a–h above. 3. Submit your marketing audit summary plan within the timeframe and format agreed with your assessor. Specifications You must submit: · a completed marketing audit summary plan. Your assessor will be looking for the following foundation skills: · reading skills to identify and evaluate complex textual information and analyse the marketing activities of the case study organisation · workplace planning skills to develop plans and use effective time management and organisational skills to complete tasks with an awareness of how they may contribute to longer-term operational and strategic goals. Adjustment for distance-based learners · No adjustments to the procedure are required. · The report may be submitted electronically. · A follow-up interview may be required (at the discretion of the assessor). Case study: Ready-Made Marketing and Sarto’s Gourmet Pasta Ready-Made Marketing has engaged you to conduct a marketing audit on their client, Sarto’s Gourmet Pasta. Excerpt from letter of appointment · The audit is to cover macro and micro environmental factors, and the internal marketing operations, including the marketing organisation, systems and productivity. · Sarto’s will make available existing research data, internal sales data and details of their supply chain logistics. Your audit is to research the Graceville trading area and its place in the wider Australian community, while specifically targeting the pasta restaurant trade. · The priority of the audit is to uncover the key factors that have inhibited the client’s ability to achieve the objectives of the market plan. · The audit is to make findings in relation to the marketing plan, culminating in a report that compares the marketing plan assumptions with actual findings. It is expected that the report will follow the outline of the marketing plan. Meeting with Rose Ready of Ready-Made Marketing You met with the owner of Ready-Made Marketing, Rose Ready, who explained that the client had agreed to the marketing audit but wanted an external person – you – to conduct it, so that all points of view could be canvassed from an independent perspective to minimise the chance of subjectivity. Rose explained that Sarto’s has not achieved the anticipated business objectives, and the hope is that your audit will uncover why this has happened. You will be investigating the macro and micro environmental factors affecting the business, as well as the internal and external influences. The timing of the audit is right to fit with the organisation’s planning cycle and the availability of relevant data. Rose stressed that they were looking for a variety of methodologies to be used in the marketing audit, including one-on-one interviews with key participants, use of customer focus groups that she could facilitate, and research using the data available from market research firms and government agencies. To assist you with the marketing audit, Rose gave you a copy of the marketing plan and provided the following research data for you to use in your report: · Australian Bureau of Statistics data · IBSA World market research · Australian Treasury reports. Rose also outlined the key participants, apart from herself, that could be involved in the audit process. These included: · Mario Sarto – owner, who could provide reasons behind the decisions and directions given · Eric Yeung – accountant, who could provide financial data on costings and profitability · Adriana Como – sales and promotions, who could help with the internal operational problems with the marketing process. \\server\data\Public\Commercial Business\Bookshop\Projects\BSB & FNS Product Development\Tender info\Resources sent by tenders\BSBMKG515A First Draft - Equip\BSBMKG515A - Assessment Task - 01.docx Assessment Task <#>
Assessment Task 1BSBMKG515 Conduct a marketing audit 1st edition version: 1 Page 15 of 23 Marketing Plan Sarto’s Gourmet Pasta December 2016 Table of Contents 1.0 Executive Summary6 2.0 Situation Analysis7 2.1 Market Summary7 2.2 SWOT Analysis9 2.3 Competition10 2.4 Service Offering11 2.5 Keys to Success12 3.0 Marketing Strategy14 3.1 Mission14 3.2 Marketing Objectives14 3.3 Financial Objectives14 3.4 Target Marketing14 3.5 Positioning15 3.6 Strategy Pyramids15 3.7 Marketing Mix16 3.8 Marketing Research16 4.0 Financials, Budgets, and Forecasts18 4.1 Break-even Analysis18 4.2 Sales Forecast18 4.3 Expense Forecast19 5.0 Controls21 5.1 Implementation Kmstones21 5.2 Marketing Organisation22 5.3 Contingency Planning22 1.0 Executive Summary Sarto’s Gourmet Pasta will be the leading gourmet pasta restaurant in Graceville, leveraging the rapidly developing consumer demand for pasta and a growing customer base. The signature line of innovative, premium, pasta dishes include pesto with smoked salmon, pancetta and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce. Sarto’s Gourmet Pasta also serves distinct desserts and beverages including alcohol. Sarto’s Gourmet Pasta will reinvent the sit-down and home-delivery pasta experience for individuals and families with high discretionary incomes by selling high quality, innovative exotic products at a reasonable price, designing tasteful, convenient locations, and providing industry-benchmark customer service. In order to grow at a rate consistent with our objectives, Sarto’s is offering an additional $500,000 in equity. Existing members will be given the first option to subscribe to the additional equity to allow each of them to maintain their percentage of ownership. The portion not subscribed by existing members will be available for prospective new investors. Note: This marketing plan has been prepared for Trans-Australian Financiers by M. Sarto in conjunction with Ready-Made Marketing, as part of an application for finance. Ready-Made Marketing have recommended a marketing audit be done each year to assess the effectiveness and achievements of the plan, and make adjustments where required. 2.0 Situation Analysis Sarto’s Gourmet Pasta is close to entering our third year of operation. The restaurant has been well received, and marketing is now critical to its continued success and future profitability. The store offers an extensive offering of gourmet pastas. The basic market need is to offer individuals, families and take-away customers fresh, creative, exotic and attractive pasta dishes and desserts. Sarto’s uses homemade pasta, organic vegetables, and premium meats and cheeses. 2.1 Market Summary Sarto’s Gourmet Pasta possesses good information about the market and know a great deal about the common attributes of our most prized and loyal customers. Sarto’s Gourmet Pasta will leverage this information to better understand who is served, their specific needs, and how we can better communicate with them. Market Analysis 2.1.1 Market Demographics The profile for Sarto’s Gourmet Pasta’s customers consists of the following geographic, demographic, and behaviour factors based on a local Chamber of Commerce report: · Overview of Graceville: · Large % of families. · Area growing at 10% per year. · Household income – increasing steadily. · Regional distribution – Graceville growing faster that the city and state at 7%. · Geographic: · Our immediate geographic target is the area of Graceville with a population of 130,000. · A 30 km geographic area is in need of our services. · The total targeted population is estimated at 46,000. · Demographics: · Male and female. · Ages 25–50; this segment makes up 53% of the Graceville market. · Young professionals who live close to the location. · Have attended secondary and have further education. · An income over $60,000. · Eat out several times a week. · Tend to patronise higher quality restaurants. · Behaviour factors: · Enjoy a high quality meal without the mess of making it themselves. · There is value attributed to the appearance or presentation of food. 2.1.2 Market Needs Sarto’s Gourmet Pasta is providing our customers with a wide selection of high-quality pasta dishes that are unique and pleasing in presentation and utilises top-shelf ingredients. Sarto’s Gourmet Pasta seeks to fulfil the following benefits that are important to our customers. · Selection – A wide choice of pasta options. · Accessibility – The patron can gain access to the restaurant with minimal waits and can choose the option of dine in or take out away. There is a planned ‘Park ’n Ride’ to be built adjacent to the property providing parking for patrons at night. · Customer service – The patron will be impressed with the level of attention that they receive. · Competitive pricing – All products and services will be competitively priced relative to comparable high-end pasta and Italian restaurants. Above all, Sarto’s believes that quality tasting food, an exotic assortment and range of pastas, in a family-based dine-in environment is the key to our customer’s needs and wants. 2.1.3 Market Trends The market trend for restaurants is headed toward a more sophisticated customer. The restaurant patron today relative to yesterday is more sophisticated in a number of different ways. · Food quality – The preference for high quality ingredients is increasing as customers are learning to appreciate the qualitative differences. · Presentation/appearance – As presentation