Assessment Tool for Marketing and Communication Certificate IV

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 1 of 19 ASSESSMENT TASK 1 – KNOWLEDGE QUESTIONS Assessment task description This is the first (1) assessment task which consists of nine (9) written knowledge questions. You must complete all the knowledge questions at the required level to get a “Satisfactory” outcome. Purpose of the assessment task The purpose of this assessment task is to assess your knowledge of the following: Legislations affecting marketing, data collection and analysis techniques, marketing industry knowledge, communication techniques, organisational structures, relevant products and service standards, best practice in relation to marketing, relevant statistical terms used by Australian Bureau of Statistics, consumer behaviour, digital marketing, marketing strategy objectives. Assessment conditions and resources Assessment will be conducted in a safe simulated classroom environment at 401 Sussex Street, Sydney where you will have access to Learner guide, PowerPoint, office technology such as computer, internet, WIFI, software, access to virtual company – Australian Hardware - http://australianhardware.simulations.australiantrainingproducts.com.au/ , Copies of Business Plan and Marketing Plans and relevant websites. 1.1. Refer to the following two (2) legislations and explain how it would have an impact on the marketing role. (Guide: 30 - 40 words for each item) Competition and Consumer Act 2010 The Australian Competition and Consumer Commission (ACCC) Its main aim is to encourage fair trading and competition and protect the interests of the consumers. The act covers product safety, product labelling, unfair market practices, price monitoring, industry regulations and mergers and acquisitions. Hence, marketers are expected to abide by the terms of the act to avoid penalty. Anti-Spam Legislation Spam Act 2003 This act restricts unsolicited commercial electronic messages known as spam. Hence, marketers are expected to avoid sending any spam messages to users who have not signed up for a messaging or email service. The Privacy Act 1988 (Privacy Act) This act governs how personal information of consumers is handled by companies. Marketers have to be careful of collecting, storing and using personal data of consumers as such data has to be stored in a secure manner and prevented from misuse. 1.2. In a marketing role, data collection and analysis are critical. Explain why would you collect data and what data collection and analysis techniques could you use if you were in a marketing role. ( Guide: 50 – 80 words) As a marketer I would collect data as it would help in knowing about customer trends and about their likes and dislikes. I would use data collection methods such as research surveys, personal interviews and brainstorming sessions. To analyse data, I would use a mixture of qualitative and quantitative analysis methods. 1.3. Explain the four (4) c omponents of the marketing mix and explain why would you use them in a marketing role. (Guide: 40 – 50 words) 4P’s :

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 2 of 19 Product: It is the first component of the marketing mix and refers to the item being sold. This component would be used to analyse design, features and functional aspects. Price: It is used to determine the cost incurred by the customer to acquire the product. Marketers decide the pricing strategies depending on the type of products – premium pricing or value based pricing. Place: It is used to represent the location where product will be sold. It may include distribution strategies such as retail stores or ecommerce. Promotion: It is used to decide the ways awareness regarding product will be created. Examples include outdoor promotions, online promotions and media advertising. 1.4. Marketing plans are key factors in the success or failure of most businesses. Refer to the following marketing plans and explain why they are critical. (Guide: 40 – 50 words for each item) Company financials and footfall These are important as they predict the financial health of a company. A company with sound financials is likely to have a higher promotional budget. Footfall shows the number of customers visiting a store. Higher footfalls means higher chances of sales. SWOT Analysis It is an indicator of strengths, weaknesses, opportunities and threats faced by a company. SWOT analysis is important as it helps a company in knowing about its strengths and weaknesses and also upcoming opportunities and threats. Such an awareness helps companies in planning for possible challenges. Marketing Objectives and Metrics Marketing objectives and metrics indicate the specific goals which companies want to attain via a marketing plan. These are important as they help in determining success and measure the progress based on performance parameters. For example, key performance indicators (KPIs) may be used to track performance. Action Plan It shows the implementation plan for a specific purpose and defines the roles and responsibilities of various team members. An action plan helps in putting plan to action and clarifying the actions to be taken as per defined timelines. 1.5. Communication is critical in a marketing role. Explain different types of communication concepts and processes you can use in a marketing role.

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 3 of 19 1. Identifying the target audience means knowing which customers to target for a product or service. 2. Developing communication messages for marketing communications. 3. Deciding the type of marketing communications such as online marketing channels via social media and traditional marketing channels such as radio, television and newspapers. 4. Increasing awareness about products and services amongst the target customers. 1.6. Refer to the virtual company “Australian Hardware” http://australianhardware.simulations.australiantrainingproducts.com.au/ access the following from the “Intranet” tab and explain these briefly: a. T he company structure and roles and responsibilities (you may display the org. chart) b. Financial objectives of Business and Marketing plans c. P roducts and services and consumer behaviour (Guide: 40 – 80 words for each item) a) The company structure consists of board of directors, CEO, CFO. COO, marketing and human resources. Store managers report to the COO. Timber manager, garden products manager, plumbing and electrical manager and hardware and home products manager report to store managers. General operations manager also reports to store manager. Each of the Timber manager, garden products manager, plumbing and electrical manager and hardware and home products manager have sales consultants reporting to them. Administration staff, checkout staff and general sales assistants report to general operations manager. b) Financial year/ budget / Mk plan Board of Directors CE0 CFO COO Store Managers Timber Manager Sales Consultants Plumbing and electrical manager Sales Consultants Garden products manager Sales Consultants Hardware and Home Products Manager Sales Consultants General Operations Manager Administration Staff Checkout Staff General Sales Assistants Marketing Human Resources

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ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 4 of 19 The key financial objectives are to generate at least $300 million in sales every month, ensure a minimum 10-15% gross profit growth each year, control fixed costs and maintain cost of goods sold at 50% of gross revenue. c) Products/ services / customer profile The key products include timber, hardware, tools, paint, housewares, outdoor and garden products. The target customer segments include home improvers, DYIs and tradespersons who are owners or managers of small and medium enterprises and individual contractors. 1.7. List marketing best practices you can use in your marketing role to grow your business. (List a minimum of six (6 ) 1 Setting specific goals 2 Defining the target market 3 Creating a brand identity 4 Creating brand awareness 5 Selecting marketing communication channels 6 Creating marketing communication messages 7 Doing market research on customer likes and preferences 1.8. Australian Bureau of Statistics used a statistical language to help you understand a range of statistical concepts and terms with simple explanations. Research the Australian Bureau of Statistics website https://www.abs.gov.au/websitedbs/d3310114.nsf/home/Basic+Survey+Design+- +Analysis and explain four (4) relevant statistical terms used by the Bureau. ( Guide: 100 – 150 words) 1 Descriptive statistics are summary measures that are derived from observation in the population and provide details about the variation in variables. For example, descriptive statistics may provide detail about age distribution, gender distribution and income distribution depending on the data sample. 2 Outliers are observations that appear to be inconsistent with the rest of the data. These need to be investigated to ascertain if they are caused due to errors in the data. Before selecting a treatment method for outliers, it I critical to know their origin. 3 Mean is a measure of location and is an average of set of population values. 4 Median is the middle value when values are arranged in the order of their size. 1.9. Research some digital channels available to businesses and consumers and a) explain the benefits of digital marketing; and b) explain five (5) different types of digital channels marketing managers can use to promote their products and services. Refer to http://www.sitezero.com.au/Blog/digital- marketing/Post/the-8-types-of-digital-marketing-channels-you-must-know-about for assistance. (Guide: 50 – 80 words in total) Benefits 1 Global reach as websites can be accessed in different parts of the world. 2 Lower costs than traditional marketing methods. 3. Higher customer engagement Digital channels 1 Search engine marketing means using paid advertising to place website results on search engine results page.

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 5 of 19 2 Search engine optimisation means optimising website for showing up in search engines. 3 Content marketing means promoting products and services via content such as blogs and articles. 4 Affiliate marketing means selling products and services via agents and paying them commissions on sales. 5 Social media marketing means using social media for promotions. ASSESSMENT TASK 2: PROFILING THE MARKET Assessment task description This is the second (2 nd ) assessment task which consists of a scenario and practical activities including a role-play. Purpose of the assessment task The purpose of this assessment task is to assess your skills in being able to identify marketing opportunities, analyse opportunities and evaluate opportunities. Assessment conditions You will have access to computer, internet, WIFI, software, access to virtual company including access to a virtual company Australian Hardware - http://australianhardware.simulations.australiantrainingproducts.com.au/ Copies of Business Plan and Marketing Plans will be provided to you in the folder “Supporting Materials”. Please access this folder for all supporting documents including learner guide and PowerPoint. Activities: Read the scenario below and complete activities below as directed. Scenario: You have completed the work placement and Mirka offered you a part time position to join the Wollongong store regional marketing team. The local marketing teams, in each Australia Hardware store, are responsible for regional marketing, promotions, and sales. The head office understands that each Australian Hardware store has its own local community and therefore each regional store is better to plan its own promotions, sales, and marketing activities as its staff understands the local customers and their needs. However, to ensure that the Australian Hardware’s brand is recognisable nationally , all stores must use the company’s approved logos and formatting. The head office approves all national advertising campaigns, such as national TV and radio ads. You have attended a meeting with the Wollongong store manager and team. The team has decided to introduce a new range of products to its store. The new line of products would be BBQ and the new line of outdoor furniture . As discussed at the meeting, your Wollongong team is now working on profiling the market. You have been responsible to research and identify the information on the website and the internet, and information to be able to segment the market. Access the link: http://australianhardware.simulations.australiantrainingproducts.com.au/ , so that you can access information and able to address the following points.

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 6 of 19 2.1. Access the Australian Hardware organisational documents and locate the information on the organisation that will assist you with segmenting the market relevant to the hardware industry. List the information you identified in the space below that will assist you to segment the market. (Guide: 150 - 200 words) Marketing plan: Australian Hardware’s customers include tradespersons and general public. Most of them need little assistance. The company encourages its customers to visit its stores for getting latest assistance. There is a growing section of online customers who buy products from the website. The company needs to continuously update its website. Customers may be segmented based on: • Demographics: Males and females aged between 20 and 60 years with full time employment and an average income of $60000. • Geographic: Primarily living in Australia within 50km of a major city or regional population centre • Behaviour: Customers having own home, long-term rent or managing trade business, tech literate, moderately sensitive on price, value style, luxury and convenience, value quality, customer service, customer experience and ethical practices The total number of customers estimated to be up to 7 million people. • Target group/ audience Home Improvers 3 million DYIs 2 million Tradespersons Upto 2 million 2.2. Now that you have reviewed the information available from the intranet and the internet when completing point (a). Select the best methods for segmenting the market in accordance with the Australian Hardware Marketing Plan and other information you identified and list your choice of methods of segmenting the market below which you believe is the most suitable. (Guide: 100 - 150 words) The best methods for segmenting the market are: • Behavioral segmentation: In such segmentation, the customers are selected based on their specific habits. BBQ and outdoor furniture shall be preferred by those who own large homes and are interested in home improvement services. These customers are technically advanced and can install products with minimal assistance.

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ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 7 of 19 • Demographics: Customers may also be segmented based on demographic factors such as gender, age and income. Males and females aged between 20 and 60 years with full time employment and an average income of $60000. • Geographic: Customers located in Wollongong or within 50 km radius of the location 2.3. Market segmentation is based on differences in the consumption behaviour of different groups of consumers, taking into account their lifestyles, patterns of buying and using, patterns of spending money and time, and similar factors. Use the information you have identified and segment methods you chose and segment the market. List the segmented markets below. You may choose to use a spreadsheet or a table to list the research and place the information in the space below. (Guide: 100 - 150 words) • Measurable The segmented market is measurable as total customer size is 7 million customers. Home Improvers 3 million DYIs 2 million Tradespersons Upto 2 million • Accessible The target market is accessible via mass media such as television and magazines, direct mails, and social media. • Substantial The target segment is substantial as they represent a major size of the market. • Differentiable The target market is differentiable from other players as customers seek quality and ethical products. These customers are technically advanced and already have a high level of awareness about products. 2.4. Review the market segments for their usefulness and explain the factors in the table below. You are required to address the following factors such as: • size, • potential, • distinctive needs, • easy identification of members or • distinctive media use patterns. (Guide: list a minimum of 3 segments in the table below) Note: please review the information provided on the Australian Hardware website intranet (Guide: 200 - 250 words)

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 8 of 19 Market segment you identified Factor Explanation and usefulness DYI’S Size Population 2 million Potential “To Grow” 5% next 12 months Distinctive needs Looking for home improvement products that are high quality and already have information about products Easy identification of members Profiles of technically advanced customers 20-60 years with income of $60000 per month Media patterns Media consumption via trade magazines, direct mails and social media TRADES Size U p to 2 million Potential 5% next 12 months Distinctive needs Looking for companies that sell home improvement products and product commission on sales Easy identification of members Managers and owners of small and medium enterprises Media patterns T rade magazines, direct mails and social media HOME IMPROVERS Size 3 million Potential 5 % next 12 months Distinctive needs Looking for home improvement products Easy identification of members People looking to buy home improvement products online or via stores Media patterns Website, social media, direct mails 2.5. The table above recommends the market segments that would be the most beneficial to meet the Australian Hardware marketing objectives. As part of this activity identify, e xplain and choose any new market segmentation criteria to accommodate upcoming changes for the store . You should check the information that is most suitable to the segmentation criteria and explain why the criteria is new or improved . (e.g. newcomers are the new market and demographic for the store) List your choice in the space below and explain why you believe this is a suitable market segment.

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 9 of 19 (Guide: - 150 – 200 words) (Page 10/ Marketing plan) Market segment 1 Home Improvers The description of how this marketing s egment will best meet marketing objectives for the Australian Hardware store T hese are looking for products that can improve their homes. BBQs and outdoor furniture can improve the look and comfort of homes. Market segment 2 T raders The description of how this marketing segment will best meet marketing objectives for the Australian Hardware store L ooking for new companies for collaboration on home improvement products. Market segment 3 (new) Outdoor activity lovers Explanation of new segmentation criteria and why These customers love outdoor activities such as BBQ and bonfire with friends and family. They have big house with enough space for outdoor furniture and BBQ. The description of how this marketing segment will best meet marketing objectives for the Australian Hardware store The customers will meet marketing objectives for Australian Hardware store by positioning company as top quality products provider, drive higher sales and revenues, increase website traffic and meet sales targets of $27 million. 2.6. Identification of the target market is important for the business as it defines a segment of customers based on their unique characteristics and focuses solely on serving them. Instead of trying to reach an entire market, a brand uses target marketing to put its energy into connecting with a specific, defined group within that market. In this activity you will be required to: • Describe the total market and selected market segments (above) and describe the consumer profile • Define the target market in t erms of consumers and the types of products and services and use the selected market segment descriptions to describe the target market • Identify available Australian Hardware’s marketing options and select t argeting strategies that best meet the organisation and the store. (Guide: 200 - 250 words) Market segments and description of the customer profile and descriptions of the target market The new target market has the following characteristics: Behavioral: Love outdoor activities such as BBQ and are interested in outdoor furniture products. Have large homes that have ample space for outdoor activities. Demographic: 20-60 years old with income of at least $60000 per month Geographic: Living in Wollongong or within 50 km radius of the location

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ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 10 of 19 Target market in terms and the types of products and services BBQ and outdoor furniture products. Marketing options available and approved Social media channels Website and blogs Direct emails Newspapers and magazines 2.7. Profiling the target audience gives the market team opportunity to make more targeted marketing choices and ensures the most profitable approach. However, audience profiling isn't just a method used to understand the target audience, it's also an important part of crafting a unified goal and vision for the organisation. In this task, you will be writing a report on the profiled target audience which you will present at your next meeting with the marketing team. The report must meet Australian Hardware’s requirements of language, format, content, and level of detail. The report will be describing: • the market and the market segment • the consumer profile including the consumer characteristics in statistical terms and data (or describe the consumer profile as used by media), note: statistical data is available on the Australian Hardware intranet – business/ marketing plans, • the consumer profile (such as demographic and/ or psychographic) in accordance with the marketing plan of Australian Hardware • consumer attitudes towards products and services being offered by the store (Guide: 200 – 250 words) Australian Hardware formatting requirement for documents and reports Check list / Style Guide Information/ design / format 1 All documents must be in Australian English 2 The document should be double spaced 3. Each document must have a version number Profile of the Market Audience Report Prepare by: Marketing Executive Purpose of the report: Creating new customer segment for Australian Hardware Date: May 18, 2022

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 11 of 19 Reported to: Management Board The market and the market segment Market / Industry: Home Improvement Market segment: People looking for home improvement products such as BBQ and outdoor furniture. Who is the target audience – consumer profile and characteristics These customers love outdoor activities such as BBQ and bonfire with friends and family. They have big house with enough space for outdoor furniture and BBQ. These customers prefer high quality products, are highly concerned about ethical issues, need expert advise on product functions, value convenience and are moderately price sensitive. They are tech savvy. Demographic of the target audience People living in 50 km radius of Wollongong Store Psychographic of the target audience BBQ and outdoor furniture shall be preferred by those who own large homes and are interested in home improvement services. These customers are technically advanced and can install products with minimal assistance. These customers are looking for companies that offer convenience, high quality products and using ethical business practices. Services and products required They need outdoor furniture and BBQ products that can be easily installed, are manufactured using sustainable business practices and come with high quality service support. Target audience attitudes and requirements They expect well informed staff and high quality products. These customers value high quality customer service, convenience, ethical business practices and style as well as luxury. 2.8. Role-play It is important to always try to differentiate your product or services from that of your competitors. The positioning strategy helps establish your product's or service's identity with the purchaser. Hold a meeting with the Australian Hardware’s marketing team and explain and confirm with them your findings and the target audience you have profiled. In this meeting you will be deciding and discussing the following: a. your report is based on the “Target Audience Profiling” b. the store’s available positioning strategie s and selects some strategies to meet the Australian Hardware’s: • marketing requirements • consumer profiles • identifying several options for the position implementation Check List • Record a vide/ you need to appear on camera • MS/ Presentation/ share the link • Own Device/ Upload it / student portal Topics

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 12 of 19 • Profile Description (Report) • Position Strategies • Implementation. (Guide: 200 – 250 words) Meeting Minutes – Marketing Meeting Meeting heading: Target Audience Profiling Chair Australian Hardware’s marketing team Date: May 19, 2022 Attendees Teams Headings Details and responsibilities Target Audience Profiling report completed Summary/ Report The new customer segment is that of Outdoor activity lovers. These customers love outdoor activities such as BBQ and bonfire with friends and family. They have big house with enough space for outdoor furniture and BBQ. The profile characteristics are as follows: Behavioral: Love outdoor activities such as BBQ and are interested in outdoor furniture products. Have large homes that have ample space for outdoor activities. Demographic: 20-60 years old with income of at least $60000 per month Geographic: Living in Wollongong or within 50 km radius of the location They are likely to use social media, company website and mass media such as newspapers and magazines. positioning strategies available 1 Premium positioning strategy to indicate the high quality of products and services. strategies to meet marketing requirements Need 50 million AUD for budget consumer profiles Outdoor activity lover:. These customers love outdoor activities such as BBQ and bonfire with friends and family. They have big house with enough space for outdoor furniture and BBQ. Different options available for Positioning strategies/ Implementation 1. Using premium positioning strategy

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ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 13 of 19 implementation of positioning (minimum of 3 options) 2 Designing messages based on premium positioning 3 Implementing social media, newspaper and magazine advertising campaigns. Other N/A Finalised by the Author 2.9. An effective positioning implementation plan explains the needs of the customers, the market, and the position of competitors. T he purpose of the implementation plan is to have set steps and a plan to ensure that the organisation is prepared for the marketing to be well run and implemented. a. After you have completed your meeting, it is now time to finalise all information and put it into a report which must be submitted to your marketing manager at Australian Hardware. The report must be formatted as per Australian Hardware’s formatting requirements and should include: PART A: REPORT EXTRA FILE • Clear and well written information and reasoning • Include a cover and index of items • Company marketing strategies • The target audience. ( It is essential for the marketers to first identify the target audience and then understand their needs and preferences) • Statistical data and other data identified from your research and analysis “Wollongong Population” Research the Australian Bureau of Statistics website https://www.abs.gov.au • The product features Scenario/ BBQ/ Outdoor Furniture • Unique selling points and propositions and ways to promote brands Our Audience Differentiation • Competitors’ products and selling points and strengths and weaknesses Marketing Plan “competition” • How to maintain the position of the brand? Suggestions/ Ideas/ Positioning strategies. b. Develop an action plan and attach it to the repor t. The action plan should include” • Timelines, targets, goals, and outcomes for:

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 14 of 19 o Which target audience will be focused on first and what time o List the needs of the target audience that you intend to meet o List your product/service's benefits that uniquely meet these needs. (Guide: 200 – 250 words) Positioning implementation plan o Which target audience will be focused on first and what time Outdoor activity lovers will be focused on first during first 3 months o List the needs of the target audience that you intend to meet Need for high quality products combined with expert advice to explain product features o List your product/service's benefits that uniquely meet these needs. Benefits such as high quality and expert advice at stores Meeting Minutes/ Summary c. When your complete the report, you are to email the report to your Australian Hardware Marketing Manager (your assessor) and seek feedback from your manager. ( Guide: use your SBTA email only. Copy and paste the email into the space below from your sent items as evidence) To <Marketing Manager> Subject: Report + Action Plan Dear Manager Please check a copy of the marketing report and provide feedback on the same. Thank you Regards d. Once you receive feedback from your manager you are to correct the report as per feedback copy and paste it here. This will confirm the final copy of your report. ( Guide: copy and paste) Document the feedback A table of content was to be added.

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 15 of 19 Your assessor will give you feedback. Assessor must complete this form or this assessment task cannot be marked. Students are not to start working on task 3 if this task is not marked and classified as Satisfactory. Date: Time: Duration: (mins) Comments, feedback, and dates for points are required (insert NA where feedback is not appropriate) Checklist points: Skills demonstrated well Skills needing improvement Dates During the role-play (meeting / presentation) the student was able to demonstrate: Use of effective communication skills during the presentation and meeting Ability to provide opportunities for participants to seek clarification on central ideas and concepts Ability to organise and chaired a meeting and responded to questions and contributed to discussions Ability to monitor non-verbal and verbal communication of participants to promote attainment of presented outcomes during a meeting Overall in this task, the student was able to research and demonstrate: Understanding the segmentation of the market process and details Knowledge and skill to identify the target markets

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ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 16 of 19 use information to profile the target market and report on it to the team Overall in this task, the student was able to: Develop a report and positioning strategy for the organisation Summarise key concepts and ideas in the report Communicate electronically Assessment task is Satisfactory Yes  No  Not Satisfactory – resubmission date: Resubmission feedback:

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 17 of 19 ASSESSEMENT TASK 3: ANALYSE CONSUMER BEHAVIOUR Assessment task description This is the third (3 rd ) assessment task which consists of a scenario and practical activities. Purpose of the assessment task The purpose of this assessment task is to assess your skills in being able to analyse the behaviour of two different consumer types Assessment conditions You will have access to computer, internet, WIFI, software, access to virtual company including access to a virtual company Australian Hardware - http://australianhardware.simulations.australiantrainingproducts.com.au/ Copies of Financials, Business Plan and Marketing Plans will be provided to you in the folder “Supporting Materials”. Please access this folder for all supporting documents including learner guide and PowerPoint. Read the scenario below and complete the following activities: Scenario Australian Hardware is known for its hardware and tools. The manager of the Australian Hardware store in Sydney has noticed that the sales revenue for Homewares has only increased by 6% in its third year (refer to “Consumer Research” document) . You are working for a company called “Action Marketing” as a marketing consultant. Your company has been contracted by Australian Hardware to analyse consumer behaviour in the market and analyse the buying trends as per the previous history for homeware products and present your findings to the store manager. 3.1. Analyse trends and past performance in the market segment for Australian Hardware company, describe, and document the following: a. Analyse t wo different types of consumers and their consumer buying trends, including online trends b. P ast sales performance for the product or service (refer to the end of year financial statement attached which is for 2017 figures) c. Your analysis of external factors, such as seasonality , that influences consumer demand. (Guide: 150 - 200 words). A) Two Consumer (groups/profiles) Home improvers aged between 20 and 40 years, users of online social media, quality conscious, demand higher quality service and ethical products, read home improvement magazines and are tech savvy. DYIs aged between 35 and 60 years who are fashion and trend conscious, travel internationally and domestically, and highly sensitive to product quality. B) Past sales performance for the product or service (Analysis)

ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 18 of 19 3500 million sales were reported against the predicted 3700 million. It means that sales were 5% lower than the forecasts. C) External Factors 1,2,3 Customer demand is affected by external factors such as political environment, economic environment and social environmental factors. The political environmental factors include legal regulations and procedures that affect industry operations. The economic factors include issues such as unemployment and inflation that have a direct effect on consumer demand. The social factors include customer tastes and preferences that affect their buying decisions. 3.2. Review past marketing or positioning of the product or service, and provide (refer to the financial data and marketing and business plans): a. Analysis of consumer responses to previous marketing communications b. Review financial data and marketing data to determine consumer digital footprints, engagement, and expectations; c. Assess Australian Hardware’s capability and respond to consumer demand for homeware products and services. A) Responses to previous Marketing actions The sales forecast was 3700 million and a sales of 3500 was attained. B) Digital footprints $1 million was spent on social media marketing in the first year followed by $3 million and $5million. Website advertising and maintenance costed $3 million, $5 million and $10 million in year 1, 2 and 3. C) Assess Australian Hardware/ Actions / The company has been able to serve the needs of its customers. However there is a need to reduce costs of goods sold. 3.3. You are now required to prepare a presentation for Australian Hardware. In your presentation, you must address: a) How consumer behaviour influences marketing strategies and marketing focus Why is it important? b) Clarify the role of the consumer in the digital marketing environment Expectations from customer/ responsibilities from the company c) How you are going to engage with consumers Engagement strategies/ loyalty process/ programs 1

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ASSESSMENT TOOL Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4-20-2.1_ Market towards consumer behaviours Units of competency: BSBMKG431 Assess marketing opportunities BSBMKG435 Analyse consumer behaviour Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit. Assessor’s name: Please ensure your name or assessor name is inserted. MCC4-20_2.1 Assessment Tool Version 4 Issued 29/03/2021 Page 19 of 19 2 3 d) Legal and ethical obligations Legislation/acts 1 2 3 e) Budgetary requirements to increase sales. Review media consumption (percentage from research) Strategies / future developments (Guide: 5 – 6 slides) PPT (Questions A-E) 3.4. Meet with the store manager (assessor) and get feedback on your presentation. Once you have obtained feedback you are to deliver your presentation to the Sydney team. Feedback: The presentation is good. You could include some images for better engagement. Thanks

MCC4-20_2.1_Student Assessment

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