SITXMPR007
Unit assessment pack (UAP) Assessments SITXMPR007 SITXMPR007 Develop and implement marketing strategies Assessment Instructions The assessment task that you need to complete for this unit is as follows: Assessment Task 1: Case Study Assessment Task 1: Case Study 1. This assessment task requires you to read the case study and answer the questions that follows. (Part A to Part D). 2. Assessment tasks are used to measure your understanding and underpinning skills and knowledge of the overall unit of competency. You are required to review all activities in the workbook and understand the contents/concepts thoroughly before completing this task. 3. For Part B and Part D (v): Your classmates will play the role of key stakeholders and managers. Your trainer will observe you performing roleplays and will provide feedback using observation sheet. 4. All answers MUST be your own work and should NOT be plagiarised. Assessments must be typed and emailed to the trainer, submissions must follow below specifications: · be in [maximum] 12 point typeface · Must be well presented, well referenced, well-structured · Cover page must include: · Unit name and Unit Code · Student’s name and Student ID · Assessment Task 1: Case Study · Trainer Name · Assessment Submission Date 5. Time frame: You will need approximately 8 hours to finish this task. 6. Assessment site: WAIFS campus and independent learning environment. 7. Email your finished assessment to your Trainer at given email address or upload on Canvas (as advised by your trainer and assessor) before due date on your timetable. Equipment/Resource Required: · Laptop/PC with Microsoft Office installed · Internet · Learner Guide Competency outcome: There are two outcomes of assessments: S = Satisfactory and NS = Not Satisfactory Trainer feedback will be provided within 14 calendar days after assessment submission Declaration I declare that no part of this assessment has been copied from another person’s work with the exception of where I have listed or referenced documents or work and that no part of this assessment has been written for me by another person. I also understand the assessment instructions and requirements and consent to being assessed. Signed:____________________________________________________________ Date:____________________________________________________________ If activities have been completed as part of a small group or in pairs, details of the learners involved should be provided below: This assessment has been completed by the following persons and we acknowledge that it was a fair team effort where everyone contributed equally to the work completed. We declare that no part of this assessment has been copied from another person’s work with the exception of where we have listed or referenced documents or work and that no part of this assessment has been written for us by another person. Student 1: …………………………………………………………………………………………… (full name) Signed: ………………………………………… Date: ……………………… Student 2: …………………………………………………………………………………………… (full name) Signed: ………………………………………… Date: ……………………… Student 3: …………………………………………………………………………………………… (full name) Signed: ………………………………………… Date: ……………………… Student 4: …………………………………………………………………………………………… (full name) Signed: ………………………………………… Date: ……………………… Assessment Task 1: Case Study Haigh’s Chocolates is part of Australian confectionery industry, offering excellent chocolate and related items to customers in Adelaide, Melbourne and Sydney. The organization is situated in Adelaide, South Australia, it is a private company which was established in 1915 by Alfred E. Haigh. Alfred Haigh opened the first Haigh’s chocolates store at 34 king William street, Adelaide. He started mixing his specific flavour and producing chocolate, covered with fruit centres which they still make today (Haigh’s Chocolate, 2015). The organization is a specialist retailer of quality chocolate. The business is owned and operated by Adam Peterson and the company mission is to produce quality chocolates at a reasonable price, with the aim of gaining customer loyalty and getting repeat purchases. Adam’s goal is to establish and maintain a profitable business that provides quality products and services. Haigh’s chocolate has successfully launched a range of chocolate products in Australian market. The objective was to sell 50,000 cases of chocolate in the first year (2005) however actual sales were above the expectation at 110,000 cases. Haigh’s chocolate has a reputation in Australia for offering quality chocolate at a reasonable price. The average price of chocolate is AUD $10-$15 per piece. Marketing Plan Extract Following are the notes to help you prepare the marketing plan for launching a product of Haigh’s into the Asian market. Target Market Haigh’s chocolate proposes to target export markets, as opposed to the local markets in Australia, where demand exists for Haigh’s quality chocolates. Asian markets where Australian products are recognised and valued are the primary target, with the potential to also include smaller markets where Australian markets are yet to be introduced. Product · Haigh’s produces variety of chocolates : COCOA, Milk chocolates, Dark Ginger, Fruit and Nut etc · Design of chocolate labels will clearly show the recognition of Australian product to potential customers. · Chocolates will be packed in plastic wrappers to maintain quality. · Wrapped chocolates will be packed in cardboard boxes. Price Chocolates will be priced competitively, representing value for money based on the quality of chocolates. Chocolate making cost will be kept down with the aim being high volume sales rather than large profit margins per chocolate. Promotion At the initial stage, promotion will be done through relationship building with key distributors. Tasting of chocolate will be held regularly to enhance product recognition and familiarity with distributors. Samples will be available to distributors to gain business from retailers and food outlets. Subsequently, advertisement will occur through online websites and newspapers. Promotion will focus on highlighting the chocolate quality and Australian origin of product. Marketing Strategy Haigh’s Chocolate decided to launch the chocolate and free delivery service into the Asian markets based on the vision that our product addressed consumer needs. The mission of this company is “ To become a leader in the market, which offer customers quality chocolate.” The primary target customers will be local vendors in the Asian market. The second target group is supermarkets. The most important selling medium will be via the internet and personal selling. The company will focus on the target groups through selected media—namely, the internet, direct mail, and personal sales. Subsequently, advertisement is another way of promoting the company products in the market that helps to achieve the company goals. With this type of marketing communication method we will achieve the following: · promote quality chocolates and achieve a high position among consumers · create a structure for direct marketing · present the advantages of the product for supermarkets and local vendors (long-term benefits) · present the advantages of the product for individuals Following will be the marketing communication: · Advertisement · Sales promotion · Public relations · Personal selling · Direct mail · Others Competitor sales analysis of Haigh’s chocolate In the Asian market, multiple well-known companies are active and providing quality chocolates to their customers. Most of the companies have a massive amount of investment in the Asian market. It is significant to understand the current competitors and their sales. The competitor sales analysis will help the company to estimate the market demand and consumer needs. There are multiple companies in the Asian market selling their chocolates on high demand such as Mondelez, Mars Food, Nestle, Ferrero and others. Predicted barriers in marketing Issues in marketing arise from the conflicts and lack of agreement on particular issues. Issues Description 1. Delivery Channels Direct marketing is one of the most controversial methods of advertising channels, especially when the approaches included are unsolicited. 2. Variations in exchange rates Every nation has its currency that is to be exchanged with currencies of other nations. Currencies are traded every day and rates are subject to change 3.Tariff Barriers Tariff barriers indicate taxes and duties imposed on imports. Marketers of guest countries find it difficult to earn adequate profits while selling products in the host countries. Sometimes, to prevent foreign products and/or promote domestic products, strategically tariff policies are formulated that restricts international marketing activities. 4. Pricing Issues There are various forms of unethical business practices related to pricing the products and services. Bid rigging is a type of fraud in which a commercial contract is promised to one party, however, for the sake of appearance several other parties also present a bid. Predatory pricing is the practice of sale of a product or service at a negligible price, intending to throw competitors out of the market, or to create barriers to entry. Marketing Objectives 1. To increase business sales- This is one of the essential marketing objectives of Haigh’s chocolate. The company wants to expand the current market by launching products in many areas of the world. The management is consistently working on enhancing business sales by providing quality services to its customers. 2. Improve product awareness- The primary goal of a company is to enhance product awareness in terms of its consumers. It can happen through the promotion and advertisement of the products. Advertisement can help to improve product awareness of customers. Part A Haigh’s chocolate has multiple branches throughout Australia that provides quality chocolates to their customers. The company has a good reputation in the Australian markets, and now planning to expand his business in the Asian markets. By reviewing the competitor sales analysis in Asian markets, there is a good demand for chocolates. Subsequently, the company has decided to launch its product and services in the Asian markets to improve business revenue. According to the prediction report, business revenue may increase by 10% after selling products in the Asian market. Likewise, there are certain pitfalls in starting a business in new markets due to a large number of competitors. As a marketing manager, you are required to conduct research to collect and analyse information on the internal and external business environment. In this task, you will be playing the role of Marketing Manager at Haigh’s Chocolate. Create reports for analysing and collecting information on the internal and external business environment. Task Report 1: Create a report for Managing Director by collecting and analysing information on the internal business environment. Your report must follow standard report format (Title, Executive summary, Introduction, Body, Conclusion, Recommendation) and include the following topics: i. Core activities, customer base, business values and current business direction. ii. Current and past marketing and its effectiveness. iii. Business performance information and critical success factors. iv. Current capabilities and resources including: communication capabilities e-business capacity equipment capacity financial resources hours of operation human resources location and position staff skill levels Report 2: Create a report for Managing Director by collecting and analysing external business environment. Your report must follow standard report format (Title, Executive summary, Introduction, Body, Conclusion, Recommendation) and include the following topics: i. Expected market growth or decline, and associated risk factors. ii