STUDENT’S PLEASE NOTE: · You must read the student assessment instructions prior to completing all assessment tasks. · After you have completed all the tasks, you must declare that the completed...

STUDENT’S PLEASE NOTE:
· You must read the student assessment instructions prior to completing all assessment tasks.
· After you have completed all the tasks, you must declare that the completed assessment tasks are authentic and completed by yourself by checking each point in the table below. You will also be required make an electronic declaration of authenticity prior to submitting your completed assessment tasks.
Student declaration
I declare that:
    
    Acknowledgements
    
    I am submitting work in this assessment pack that is my own, except where acknowledgement/s of sources are made.
    
    I have not copied in part, or in whole, or otherwise plagiarised the work of others.
    
    I declare that the material does not infringe the intellectual property/copyright of a third party and I understand that the evidence may undergo electronic detection and used to make comparisons with other evidence submitted by current or previous students.
    
    The Units of Competence, Elements and Performance Criteria which I studied during the course were explained and I was provided with adequate resources which enable me to complete this assessment.
    
    The assessment tasks, assessment criteria and assessment due date(s) for this course were explained.
    
    I was advised and I am aware of The Academy’s Policies including the Assessment Policy and the Assessment Appeals Process.
    
    I was given assistance from the trainer and/or other Academy staff during the study of this course when it was requested.
    
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    ASSESSMENT TASKS
    Qualification:
    BSB42415 Certificate IV in Marketing and Communication
    Cluster number and name:
    MCC4_2.2_Market profiling
    Units of competency:
    BSBPRO401 Develop product knowledge
BSBMKG401 Profile the market
    Student’s ID:
    Please insert student ID this column and on all pages,
    Assessor’s name:
    Please ensure your name or assessor name is inserted.
MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks         Version 2 Issued 26 April 2020
Page 16 of 33
ASSESSMENT TASK 1: KNOWLEDGE QUESTIONS
Assessment type: case study and scenario, written questions and activities
· You must successfully complete to be deemed competent in this cluster of units.
· You must respond to all questions and submit them to the Trainer/Assessor on due dates specified.
· You must answer all questions to the required level, and as per guides provided for each.
Applicable conditions
Your assessor may ask you relevant questions on this assessment task to check understanding.
No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.
Where your answers are deemed not satisfactory after the first attempt, a resubmission attempt is allowed. (please note that this may be also dependent on individual needs of students)
Assessment conditions, resources and equipment
Students are to have access to:
computers, printers and information programs currently used by the tourism, travel hospitality or event industries to store destination information
current destination and general product information found in sales kits, brochures, product manuals, destination marketing organisation information kits, electronic information sources and information databases
internet and email, mobiles, generic computer software and applications such as computer operating systems and databases
Benchmark for Assessment
· You are expected to respond to all questions. Direction is provided on the expected length of your response. These assessments will require a Short, Medium or Long response or as indicated.
· The following is a guide to the expected number of words for each of these categories unless otherwise indicated.
    Short
    50 + words
    Medium
    100 + words
    Long
    250 + words
Purpose of the assessment task
This assessment task is designed to evaluate and assess your knowledge:
· list sources of information for own organisation’s products and competitors’ products
· explain why it is important to discuss features, benefits, strengths and weaknesses when describing products
· summarise industry competitors, including products offered and potential buyer markets
· outline organisational policies and procedures, relevant to the sales process
· outline the key provisions of relevant legislation, regulations, standards and codes of practice that are relevant to the sales process
· identify relevant information relating to the Australian Marketing Institute Code of Professional Conduct
· outline requirements of legislation affecting marketing roles
· explain data collection and analysis techniques
· outline relevant industry knowledge including:
· components of marketing mix
· elements of marketing planning
· explain marketing communications concepts and processes
· identify organisational structures, roles, responsibilities, business and marketing plans
· demonstrate knowledge of relevant product and service standards and best practice models
· outline relevant statistical terms used by the Australian Bureau of Statistics.
Instructions to the students
Read the case study and each question thoroughly before answering. If you do not understand any of the questions and activities below, please speak to your assessor. Your assessor will provide you with feedback. Use the following link to access the Australian Hardware website. This website will be used for the full assessment task. Please read the case study and scenario below and complete all questions as indicated by the guides provided: http://australianhardware.simulations.australiantrainingproducts.com.au/
If in case you cannot access the website, please speak to your assessor, the assessor will check and if for some reason the website is not accessible the assessor will point you to information and documentation which will assist you with researching the company and completing your assessment tasks.
Please note: If at any time it is found that your work was copied from another student, from a student from a previous class, or from the internet or other media (where no references were provided), you will be required to meet the assessor who will quiz and ask you questions about each topic below verbally to check your competency and understanding of the answers you provided. You will also be required to resubmit your work, meet and discuss your work progress with the Student Serviced Coordinator.
Activities:
1.1. Case Study 1 “Australian Hardware”
Read the cases study as directed by your trainer and assessor.
Ensure to ask questions if you do not understand something in the case study. Do not start the assessment activities until you understand the case study and the scenario and how you should proceed.
    Case Study - The “Australian Hardware”
Australian Hardware opened its first store under the name of Percy's Home Goods in George St Sydney in 1921. Initially specialised in the manufacturing and sale of small household furniture. The business expanded from one to four stores across Sydney's northern and western suburbs.
In 1930, the demand for Percy's Home Goods began to decline and Mr Greenwright was forced to close three of the stores but managed to sustain the business and all of its employees, even expanding back to two stores in 1937.
In 1941, declining consumer demand brought Percy's Home Goods to the brink of closure. Eric, Mr Greenwright's youngest child, negotiated a contract with the Australian Armed Forces to provide a range of outdoor and camping equipment for the war effort including tents, ground covers, lightweight furniture and cooking utensils. When Mr Greenwright was told, he handed over the business to his son. Eric immediately initiated re-training the existing staff and modifying suppliers and equipment to suit the new contract.
In the 1950s, Eric repositioned the business by trading wood and other hardware items. The business was re-named Australian Hardware and an expansion took the business into all states over the next 10 years.
In 1982 Australian Hardware was listed on the Australian Stock Exchange and was offered to the public in a share float. The business has continued to expand to now there are 138 stores and approximately 10,000 staff across the country.
Scenario:
As part of your Certificate IV in Marketing and Communication study you are looking for an organisation that employs staff whose duties include Promotions and Marketing, in particular Market Profiling and selecting products. When you met with the HR Manager at Australian Hardware she was more than happy to give you a place as an intern for a few weeks.
You are new to your work experience placement at Australian Hardware and if you demonstrate good attitude, learn well and work well; then you may be offered a casual or permanent part-time role in one of the local stores, which would be great.
Since you expressed your desire to join the marketing and promotions team, Mirka, the HR supervisor, split your work placement duties for the first 3 days of week 1 to give you most exposure to all services, products, procedures and processes of the Australian Hardware. Your work placement is as follows:
· Day 1 – helping in the office at the back of the store. Here you will assist with some administrative duties and learn about the processes in the back office area where all printing and local marketing team resides. After lunch you will be communicating with our clients and customers and collect valuable information and feedback during the annual building and hardware exhibition.
· Day 2 – AM you have been assigned to the hardware storeman (foreman’s) office. You will assist with general admin duties and learn about how the foreman’s admin office functions and the types of products available. PM the foreman will take you around the store and show you products and how the hardware hours is structured from one product to another and why where products go matters seasonally for some. He will explain about how to read the pricing system and you will help him with registering codes onto a new spreadsheet which coincidently is a part of data collection for market profiling and results are given to the management and the marketing team at a staff meeting. The information that is collected by the spreadsheet shows what items sell and when, identify local trends, local needs, local demographic, when, how, etc…
· Day 3 - AM work with sales team in their admin office which works close with marketing and promotions teams. PM you will accompany one of the sales representatives on the road.
At the Australian Hardware’s Orientation day, you were given access to the staff intranet so you can familiarise yourself with forms and learn about the organisation.
You are able to access this website via the web browser to find Australian Hardware’s policies and procedures, information, etc. and forms. Use this link: http://australianhardware.simulations.australiantrainingproducts.com.au/
The Hardware store you have been asked to do your work placement in occupies a corner of an intersection, with good parking at the back, the shopping area is a large and well ventilated shed. Offices are air-conditioned and comfortable in all seasons.
The store is well known and has good reputation with trade professionals and also with farmers. Recently the store has had an increase of hobby and DIY customers as well as families who have the need to purchase and use the hardware stock and customer services.
Bunnings is 25-minute drive away and this means that the local target market audience is plentiful to sustain good % of the local and regional markets which is constantly changing.
A new House Estate opened in the same suburb and this means that the suburban DIY and families with children customers are on the increase.
You have run a report based on the stores delivery states and overall store sales and realised that the customer demographic is changing by 3% swing, on average, towards the newcomer moving into the new Housing Estate.
Prior to this movement the store has traditionally concentrated on local farmers and trade professionals. The store employs petrol and diesel mechanics and generator repair professionals, lawn equipment repairs and spare parts, etc...
The store inside is not much to look at but everything that is needed and required by a hardware is there or can be ordered as delivery to customer sites.
You would not call this store location family attractive, although WHS compliant, its more visited by tradesmen. There are timber bits everywhere, the isles are dark because of the ceiling insulation to control the temperature.
Help to assist customers is also always available in the store. The store employs retired or current building industry professionals so trade customers trust the information and advice they receive at the store.
Although the storemen are great with trade customers their manner of communication may not be suitable to dealing with family members from the suburbs who have no understanding about the building trade.
Mirka mentioned to you that your work placement was scheduled just in time because they may have an opportunity for a job placement. As store’s demographic is changing the store will need to adapt a different approach to the growing population of newcomers and their needs.
The store may choose to train the current staff to improve their perspective and skills in providing appropriate customer service to families and also / or employ new staff who have customer service experience and can learn and support the newcomers needs and advise them about general products.
Keep the current specialised storemen and concentrate their skills in one area of the store for specialist advise when needed. The store is considering to increase its section for leisure and outdoor entertaining.
The intranet system is informative. Your supervisor (assessor) gave you self-paced learning activities for week 1 so you can learn about the Australian Hardware’s industry and the organisations, customer and employee responsibilities.
In particular, as you are interested in working in marketing you must gain good understanding of the hardware retail and building industries so you do not miss any requirements for e.g. responsibilities of the organisation, management, staff, contractors, suppliers and customers.
As you walk around the store and speak to the other staff members and customers and are starting to have a good idea of the types of customers the store attracts.
Mirka has been asking lots of questions about your understanding and about marketing, sales and promotions of products. She mentioned that the person who will join the team will be appointed to conduct market profiling and provide recommendations to what customer audience we should market to and what product typed should be promoted and how.
As a new employee Mirka (your assessor) asked you to check and review the self-paced learning and the research for topics which are helpful for this task.
Activities:
Read all the questions below and provide answers to each question.
1.2. Your self-paced learning activities guided you to review the Australian Marketing Institute website. Use the space below and address the following points in reference to the scenario above.
a. List what information is available on this website that would be beneficial to you as an Australian Hardware employee; and
b. Explain why marketing individuals should adhere to the Australian Market Institute Code of Professional Conduct; and
c. How many points does the Code of Professional Conduct have? and
d. Provide an overview of the code of conduct.
(guide: LONG - 250 words).
    a)
    Code of conduct policy, The Australian Hardware marketing plan, employment check, about us in the website.
    b)
    It is critical to incorporate all employees because they are a part of the organisation. The Australian Marketing Institute's code of professional conduct establishes a public declaration of the principles, behaviour, and values that are required of all members. Adherence to the principles is critical because it maintains high standards of individual and organisational behaviour from all members. BizOps takes pride in its cultural diversity, and all persons, whether co-workers, clients, or strangers, should be treated with dignity and respect. Unlawful discrimination, harassment of any type, bullying or victimisation, or any other undesirable or offensive behaviour toward fellow BizOps employees, clients, visitors, or anyone else in the workplace or at company-sponsored activities will not be accepted.
    c)
    The most frequent components to include in a code of conduct are: ethical principles, including workplace behaviour, and respect for all individuals. Values-A work atmosphere that is fair, unbiased, and free of prejudice is required. The Code of Professional Conduct is comprised of six values, which are summarised below:
· The Enhancement of the Quality of Life
· Honesty
· The Primacy of the Public Interest
· Professional Development and Professionalism
· Competence
    d)
    The Code of Ethics and Professional Conduct establishes the ethical standards that govern a company's or organization's actions and behaviour. They include basic guidelines for how workers should conduct as well as particular guidelines for dealing with concerns like as harassment, security, and conflicts of interest. A Basic Code of Conduct Here are some examples. A code of ethics is a collection of principles that distinguish between what is right and wrong, whereas a code of conduct is a set of regulations that regulate activities. A professional code of conduct specifies permissible behaviour for workers or members, as well as the legal ramifications of breaking such norms. A code of ethics is a collection of standards of conduct that influence decision-making and behaviour within an organisation. The Code's objective is to guide Members and other interested parties in making ethical decisions in the course of their work.
1.3. Your self-paced learning activities guided you to review laws and legislations for marketing and sales. Use the space below and outline:
a. Explain how legislations may affect a marketing role within the Australian Hardware (guide: MEDIUM - 100-150 words)
b. Research the key points of legislations, regulations, standards and codes of practice that are relevant to the sales process for the Australian Hardware and list minimum of 3 below.
You need to briefly list how they relate.
(guide: LONG – 50 to 100 words for each point)
    a)
    The standards and law apply to all Australian Hardware workers and contractors to ensure that sustainable practises are implemented and maintained.
Employees and management of Australian Hardware are responsible for implementing this policy. Management and the Board of Directors are directly responsible for: employee consultation on sustainability concerns, as well as changes in laws and/or working practises that may influence the workplace.
Discrimination policies and law concerning performance management Australian Hardware has a two-pronged strategy. Australian Hardware will make every effort to maintain positive relationships with suppliers, as well as to resolve issues that are connected to or have an impact on employee work performance.
    b)
        Laws and legislation
    Description
    Privacy Act 1988 The Privacy Act.
    The Privacy Act 1988 (Privacy Act) was enacted to promote and safeguard individual privacy, as well as to regulate how Australian government agencies and businesses with a turnover of more than $3 million, as well as some other businesses, handle personal information. This rule is vital for customers because it preserves their privacy and allows enterprises and corporations that desire secret information to help them in the broad market.
    Competition and Consumer Act 2010 (C CA)
    The Competition and Consumer Act 2010 (which took effect on January 1, 2011 and repealed the Trade Practices Act 1974) strives to provide companies with a fair and competitive working environment. It addresses anti-competitive agreements, unethical behaviour, and other concerns such as advertising. This rule successfully balances market pricing, resulting in fair competition among enterprises. manages to shield the customer from the market.
    NSW Fair Trading Act 1987
    An act governing the provision, advertising, and description of products and services. The Act creates the NSW Office of Fair Trading, which aims to defend consumers' rights and provide advice to businesses and traders by establishing norms for fairness in consumer-trader transactions. The legislation promotes competition while also protecting consumers/customers from deceptive and misleading behaviour as well as unfair commercial practises. Consumer information standards are included in the Act.
    Anti-Discrimination Act 1991
    The Anti-Discrimination Act, introduced by the Queensland Parliament in 1991, intends to protect Queenslanders against unfair discrimination, sexual harassment, and other unpleasant behaviour by providing a mechanism for filing a complaint and having it handled. A violation of this policy or anti-discrimination statutes may result in one or more of the following, among other things: The culprit will face disciplinary punishment. Legal action will be taken against the culprit. Legal action is being taken against the offender's employer.
    AS5037 – 2005 Knowledge
    Rather than being concerned with conformity, the group that designed it, 'Committee MB-007, Knowledge Management,' regarded it as a tool of improving organisational performance.
    Management Standard s
    The goals of this Standard are to:
· provide a non-prescriptive, easy-to-read reference to knowledge management.
· assisting individuals and organisations in gaining a better knowledge of management ideas
1.4. Review the Australian Hardware website and the company profile and explain:
a. how the company would collect data prior to selecting what to market to the customers; and
b. what analysis techniques would be suitable for the company to conduct accurate analysis of the target consumers; and
c. list the components of the marketing mix used to market Australian Hardware products to customers; and
d. discuss elements of marketing planning for the Hardware
(guide: LONG – 100 to 150 words for each point)
    a)
    COLLECT DATA: Collections Procedures for Tradespeople
· After 45 days, call the debtor and note any pertinent information, such as the person you spoke with and any agreed-upon action, in the Australian Hardware collections database.
· Australian hardware conducts an online and social media assessment on market environmental concerns. The poll was done as part of Action Marketing's regular market and marketing research. Environmental risks were investigated using data from customer complaints.
    b)
    The customer analysis will accomplish three goals: determine who your target customer is. Recognize the requirements of the consumer. Demonstrate how the company's product or service satisfies or desires its consumers' needs.
1. ANALYSIS TECHNIQUES:
· Analyse your offerings.
· Uses the software to check the possible customer in the system.
· Check the websites used for the customer and sent emails with promotions.
· Ask yourself what problems your products and services solve
· Conduct market research.
· Create customer profiles and market segments.
· Assess the competition.
Because they have a credit card with which to pay for their purchases, older individuals who work prefer to buy online. They utilise it because they get home late from work and find shopping exhausting, so they resort to internet shopping and have their purchases delivered to them. This fundamental message will be presented in a number of techniques by Australian Hardware.:
· Trade publications
· Paper flyers
· TV
· Magazine
· Emails
· Website
· Online presence
Target audience:
· Everyone.
· With a high budget, communications, media, and entertainment can reach as many people as possible.
· Demographics: Demographics, for example, a film aimed toward a specific age group.
    c)
    MARKETING MIX
In general, the marketing strategy will aim to retain and grow client loyalty and brand awareness through an integrated marketing mix. The marketing plan will also try to persuade each target group of the benefits of purchasing at Australian Hardware. The following techniques to price, distribution (location), advertising/promotion, product, and people make up Australian Hardware's marketing mix.
· Pricing: Australian Hardware's pricing is designed to be comparable to those of its competitors. This pricing strategy aims to boost income while also ensuring that Australian Hardware may obtain the same level of customer service and quality product at a lesser price from rivals via any channel.
· Place: The warehouses in Australia are bright and practical. Warehouses are built to make finding items and services simple. Australian Hardware's environmental elements, such as water tanks, recycling bins, and solar arrays, are prominently shown in the no-frills, no-nonsense décor.
    d)
    Marketing Strategy for Hardware in Australia Customers get a one-of-a-kind experience when they visit our warehouses. Warehouses are meant to mimic the thrill of an international trade fair with exhibits of the latest and finest in home design from Australia and across the world. Visual and tactile feeling of design excellence, aesthetical luxury feasible for customer's house are provided by enticing mock-up displays of installed items. In the mix of exhibits, there are a lot of local and Australian items. The displays are updated on a monthly basis.
· Objective To establish Australian Hardware as a leading source of high-quality, name-brand hardware and competent service at competitive prices.
· Boost daily foot traffic to 1,000 persons per store (from 800) Objectives in marketing
· Increase website traffic to 20,000 visitors per day
· Drive sales and revenue development in accordance with financial targets
· Build trust in our target market such that seven out of ten people consider Australian Hardware to be socially and ecologically responsible.
Financial Objectives
Generate at least $300 million in monthly sales • Increase gross profit income by at least 10% per year • Reduce overhead per shop through cost control • Lower the cost of sales Market Research
The profile for an Australian Hardware customer consists of the following geographic, demographic, and behaviour factors:
· Geographic
Our customers live in Australia, generally within 50 km of a major city or regional population centre.
· Demographic
· Male and female, ages 20–60
· Full-time employment
· An average income of $60,000.
1.5. Explain marketing communication concepts and process that Australian Hardware can use.
(guide: MEDIUM to LONG -150 to 200 words)
    Marketing Communication:
Customers are urged to email or message us on Facebook. On our website, we give a phone number. Through promotional devices, advertising, advertising, sales, and sales promotion, marketing communication entails conveying the meaning, information, and concepts of the source and recipient about the items and services, as well as the firm selling. Individuals People are an important part of Australian Hardware's marketing approach. Australian Hardware will continue to train its employees so that they can provide the level of service that the market expects as well as serve as effective goodwill ambassadors for the company.
1.6. Review all documentation that is available from the Australian Hardware website and list the following below:
a. The company structure
b. Roles and responsibilities (you may display the org. chart)
c. Business and marketing plans
(guide: LONG – 250+ words)
    A. ORGANISATIONAL CHART
Each individual store works separately. Changes occur in-between stores.
Further structures exist below the senior managers but not shown here.
Board of Directors
CEO
COO
Human Resources
Marketing
CFO
Store Manager X
General operations manager
Hardware and home products
Timber manager
Plumbing and electrical manager
Garden products manager
    
Administration staff
Checkout staffs
General sales
Sales consultant
Sales consultant
Sales consultant
Sales consultant
B. Roles and responsibilities
It is the responsibility of store managers to ensure that risk management is in place. Managers are responsible for evaluating the Risk Action Plan on a monthly basis (as described in the table at the end of this publication). Staff must support and carry out policies that have been authorised by the shop management. All Australian Hardware personnel will identify key risk indicators, monitor them constantly, and take action if necessary.
Managers will:
· conduct out formal performance review sessions biannually;
· monitor individual performance throughout the year, capturing major events and observations of relevance that relate to performance, both positive and bad;
· when doing performance management duties such as goal setting, KPI establishing, job allocation, and work plan formulation, refer to these performance management recommendations.
· Consult with staff to get their feedback on goals and KPIs.
· Record formal and informal performance reviews in the performance management documents.
Employees will:
· Participate openly and honestly in formal review discussions;
· complete their personal assessment and provide it to the manager as requested;
· contribute their thoughts on both positive and negative performance as assessed by their manager; and
· participate in identified training and development plans as agreed with their manager.
C. Business and marketing plans
Australian Hardware has conducted in-depth market research. Through, information about the market and the characteristics of targeted clients was obtained:
· Market research from private consulting companies (Action Marketing, IBISWorld).
· Marketing research on targeted client groups by Australian Hardware and Action Marketing – information collected on site; traffic tracking by website; social media monitoring; interviews; focus groups; surveys.
1.7. Explain products and services standards and best practice models that Australian Hardware marketing team should be aware of.
(guide: MEDIUM - 100 - 150 words)
    AUSTRALIAN HARDWARE MARKETING
· Hardware
· Garden
· Paint
· Homewares
· Tools
· Outdoors
Product Sourcing:
With unmet consumer demands identified in market research, Australian Hardware will continue to offer new, creative solutions to enable the firm to meet consumer expectations. Australian Hardware is always seeking new providers and forging collaborations in order to supply excellent, innovative products....