Pitsamai_BSBMKG431 Assessment 3 Fin

Assessment type  Project - Complete a set of activities to identify marketing opportunities and analyse and evaluate opportunities according to organisational marketing objectives Instructions provided to the student: Assessment task description:  This is the third (3) assessment task you must successfully complete to be deemed competent in this unit of competency.  This assessment task is a Skills Test.  This assessment task consists of five (5) practical demonstration activities.  Activity 1: Identify and research marketing opportunities  Activity 2: Perform a market segmentation and identify marketing focus using segmentation results  Activity 3: Analyse, select and document preferred marketing opportunities in consultation with relevant personnel  Activity 4: Present selected opportunities to management.  You will receive your feedback within one (1) week, and you will be notified by your trainer/assessor when your results are available.  You must attempt all activities of the project for your trainer/assessor to assess your competence in this assessment task. Applicable conditions:  This project is untimed and is conducted as an open book assessment (this means you are able to refer to your textbook or other learner materials during the test).  You will be assessed independently on this assessment task.  No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.  As you complete this assessment task, you are predominately demonstrating your skills, techniques and knowledge to your trainer/assessor.  Your trainer/assessor may ask you relevant questions during this assessment task Resubmissions and reattempts:  Where a student’s answers are deemed not satisfactory after the first attempt, a resubmission attempt will be allowed.  The student may speak to their trainer/assessor if they have any difficulty in completing this task and require reasonable adjustments.  For more information, please refer to the Training Organisation’s Student Handbook. Assessment method-based instructions and guidelines: Project BSBMKG431 Assessment 3 V1 Page 1 of 48

Location:  This assessment task may be completed in: ☐a classroom ☒ learning management system (i.e. Moodle), ☐workplace, ☐or an independent learning environment.  Your Trainer/Assessor will provide you with further information regarding the location for completing this assessment task. Purpose of the assessment The purpose of this assessment task is to assess the student’s knowledge and skills essential to complete a set of activities to identify marketing opportunities and to analyse and evaluate opportunities according to organisational marketing objectives.  Skill to identify and research marketing opportunities  Skill to perform a market segmentation and identify marketing focus using segmentation results  Skill to evaluate and select preferred marketing opportunities in consultation with relevant personnel  Skill to document and present selected opportunities to management. Task instructions  This assessment task aims to assess the students’ knowledge and skills essential to identify marketing opportunities and analyse and evaluate opportunities according to organisational marketing objectives.  The student will take on the role of the Marketing Coordinator.  The trainer/assessor will take on the role of Marketing Manager or assign the role of HR Manager to the staff member.  The trainer/assessor will further assign the meeting participants to the staff members.  The trainer/assessor must brief the staff members about their responsibilities during the meeting. These responsibilities are given in individual activities.  The trainer/assessor must organise an appropriate place and time for each meeting.  The student must use the templates provided to document their responses.  The trainer/assessor must assess the student using the performance checklist provided.

○ Workstation ○ Printer ○ MS PowerPoint ● Legislation, regulations, standards and codes ○ Australian Consumer Law (ACL) ( https://www.accc.gov.au/accc-book/printer- friendly/29527 ) ○ https://www.legislation.gov.au/Details/C2019C00242 ○ Privacy Act ( https://www.legislation.gov.au/Details/C2021C00242 ) ○ Spam Act ( https://www.legislation.gov.au/Details/C2016C00614 ) ○ Legal obligations when marketing ( https://business.gov.au/marketing/business- marketing#legal-obligations-when-marketing ) The simulated workplace environment must meet the following criteria: Are there opportunities for students to: Yes/No/NA Follow standard operating/workplace procedures Use up-to-date software and equipment Work within stated timelines to meet deadlines Gain experience in the challenges and complexities of dealing with multiple tasks Experience prioritising competing tasks and dealing with contingencies Workplace environment to work with others in a team Safety processes relevant to the area of work Equipment, materials and business software packages specified in the simulated workplace requirements

Workplace environment sufficient to work independently and manage workload

 To increase operational efficiency.  To venture into new markets based on the opportunities identified. Keys to Success  We will offer quality web services to small businesses and institutions at affordable prices.  To build and tailor our services to small businesses.  Positioning as a viable solution alternate to more established brands Services We currently offer the following services to our clients:  Interface and Web Design  Graphics design  Website development  Domain and web hosting  Video editing  Blog development  Search engine optimisation  E- commerce Values  Quality service to our clients  Integrity & Accountability  Reliability  Quality  Innovation  Respect Strategic directions The strategic direction of ONLINE MEDIA SOLUTIONS is to achieve its mission and vision is through:

● Increasing operational efficiency ● Engaging with customers through quality research and understanding supported by marketing techniques. ● Establishing a reputation for exceptional customer service and end to end solutions ● Supporting people to perform via training and performance management ● Controlling costs through operational efficiency Organisational structure and expertise The foundation team has 30 team members. The business has three (3) departments:  IT department  Marketing department  Sales department The finance and human resource work are outsourced. All three (3) departments are managed by Managers who are experienced and experts in commercial web development and business-to-business sales. Further, the team members have years of experience working for MNCs. All the departmental managers’ report to the Operations. Business model “Online Media Solutions” is a full-service web solutions provider for businesses. The company offers services through the mode of its B2B engagements.

Our service brings onboard any small business that needs an internet presence, but we concentrate more on those that need more details about their operations online. Such companies most likely go for all or some of the following services: • A shopping cart or e-commerce. • Dynamic features and content. • Aggressive marketing of products online. Market opportunity Opportunity ‘Online Media Solutions’ has successfully ventured into B2B engagements. Based on the analysis conducted, the organisation sees exponential growth in developing B2C products and selling them to customers. These products include:  Web templates  CMS templates  Graphic templates o Brochure o Flyers o Business cards  Logo templates Solution Online Media Solutions will focus on developing the B2C products (specified in the opportunity section) and selling them to the end-users using its website. The organisation will focus on reducing operational costs and provide the products to the clients at prices cheaper than the market. SWOT analysis Strengths  Experience team  Market demand  Known market

Weaknesses  Highly competitive market  Low margin Opportunity  B2C engagement to sell web-based products Threats  Price wars  Market share of existing players Competitor analysis ‘Online Media Solutions’ has an advantage over its competitors as there are not many competitors in the market that provide the products at such a reasonable cost. Further, the organisation has a very good reputation in the market and well-established links that will help them venture into the B2C segment and successfully conduct its operations. Target market segment strategy We will focus our marketing efforts on attracting end-users and small businesses. We reached this decision after careful market analysis and identifying the needs of this market segment. Marketing objectives • To generate 60-70% revenue from small businesses and institutions • To increase brand awareness in the market • To generate 20-30% revenue from the new market segment (B2C engagements) Pricing Strategy Online Media Solutions will establish a pricing system to guide our clients on the nature of the services and the corresponding prices. Since we will be dealing with a market segment that tries to reduce costs, we will charge our services on an hourly basis. It will make the clients understand the services that will most likely cost them more. Expected costs, profits and sales from B2B engagements As the organisational pricing strategy, Online Media Solutions will charge for its products and services on an hourly basis.

The organisation wants to venture into the new market i.e., B2C engagement. The organisation wants to identify marketing opportunities and to analyse and evaluate opportunities according to organisational marketing objectives before venturing into the new market segment. Venturing into a new market “Online Media Solutions” is a full-service web solutions provider for businesses. The company offers services through the mode of its B2B engagements. “Online Media Solutions” further want to venture into B2C engagement by selling its products. The products that the business will develop and sell to the end-users include:  Web templates  CMS templates  Graphic templates o Brochure o Flyers o Business cards  Logo templates B2C Products “Online Media Solutions” product portfolio includes Web Templates, CMS Templates, Graphics Templates, Brochures, Flyers, Business cards and Animated logo templates. The prices are typically listed on the online shop where customers can either take monthly subscription or pay per download as per need. The business will have a database that will act as the repository for all the products. Start-up budget (B2B engagements) Start-up budget (B2B engagements) Startup expenses Legal $2500 Stationery $1500

Insurance $2000 Website re-development $30000 Recruitment $10000 Software and hardware $25000 Marketing and advertisements $20000 Total Start-up expenses $96000 Startup assets Cash required $200000 Other current assets $25000 Long-term assets $250000 Total assets $475000 Total requirements $571000 Operational model and strategies The business will focus on B2C engagements along with the existing B2B engagements. B2C engagements

• Determine the target market in accordance with the work requirements and in agreement with the necessary personnel. • Create marketing objectives, organisational structure, and business and marketing plans based on task and organisational needs. • Examine current marketing clients as well as the external environment for gaps and opportunities. • Investigate and document marketing opportunities based on the target market. • Segment the market based on the task needs. • Determine important marketing parameters for market segmentation analysis based on task needs. • Examine market segments concerning selected marketing factors. • Identify opportunities for marketing efforts to be concentrated. • Examine opportunities in relation to marketing objectives. • In consultation with relevant employees, choose suitable marketing options. • Document opportunities for presentation to management.

Project This assessment task requires you to identify three (3) different marketing opportunities according to task requirements and to analyse and evaluate opportunities according to organisational marketing objectives. This includes:  Identifying and researching marketing opportunities  Performing a market segmentation and identifying marketing focus based on the segmentation results  Analyse marketing opportunities and select preferred marketing opportunities in consultation with the Marketing Manager  Documenting and presenting selected opportunities to management. To do so, the student will be required to complete the following activities:  Activity 1: Identify and research marketing opportunities  Activity 2: Perform a market segmentation and identify marketing focus using segmentation results  Activity 3: Analyse, select and document preferred marketing opportunities in consultation with relevant personnel  Activity 4: Present selected opportunities to management. Stakeholders: Roles and responsibilities given in individual activities. Note:  The trainer/assessor will take on the role of Marketing Manager or assign a staff member in the role of Marketing Manager.  Each student will be assessed individually for all assessment activities. Timeframe to complete the project: Two weeks (You have two weeks to complete the project) Task requirements  You will be assessed on your technical knowledge and skills to complete this project.  You will be assessed on working in a team environment and meeting your job role and responsibilities.

o Develop a marketing strategy to enter into the new segment market, i.e., B2C engagements. o Conduct competitor analysis. o Research and document marketing opportunities according to the target market.  The Marketing plan must include the following: o Mission statement. o Vision statement o Marketing objectives o The organisational structure for marketing o Target market o Three (3) gaps and opportunities based on the outcomes of SWOT analysis. o Competitor analysis o Marketing strategy o Three (3) marketing opportunities based on the research conducted and target market. Guidelines for the preparation of the business plan  The marketing plan must be prepared using Template 3.  Word-limit to complete the performance development program is 600-800 words.  To develop the business plan, you must: o Establish business objectives based on the analysis of the information given in the case study. o Establish an organisational structure for considering different operations of the business. o Determine the products and services offered. o Determine the strategic directions of the organisation. o Conduct market analysis. o Determine target market segment strategy o Conduct competitor analysis and determine the competitive advantage. o Determine and document the financial startup requirements.  The Business plan must include the following:

o Mission o Vision o Business objectives o Key to success o Strategic objectives o Organisational structure o Products and services offered o Target market o Market analysis o Competitor analysis and competitive advantage o Financial startup requirements. Template 1: Target market Target market (150-200 words) Target market. We will focus our marketing efforts on attracting end-users and small businesses. We reached this decision after careful market analysis and identifying the needs of this market segment The target would come from both Business to business and business to customer Reason for selection of target market. The business have plan to extend the market by usineg this objective • To generate 60-70% revenue from small businesses and institutions • To increase brand awareness in the market • To generate 20-30% revenue from the new market segment (B2C engagements)