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BSBMKG502 – Establish and adjust the marketing mix

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cheated or plagiarised the work or colluded with any other
student(s).
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cheated or colluded, action will be taken against me according
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throughout these assessment tasks.
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for this unit
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assessment

Student name
Diego Moreno

RTO Provider 91153 - Cricos Code: 02672K

greenwichcollege.edu.au
 53558
Student ID number
Diego Moreno Date
Student signature
AUG 18 2019

Task Number Task 3: Establish and adjust the

marketing mix

PART A
SHORT ANSWER QUESTIONS

1. What criteria would you set to monitor the marketing performance of the
proposed marketing mix specifically for this new market. NOTE: this can include a
range of monitoring tools (digital and traditional)
Demographic criteria will be established to improve the quality of the public, to do
this we must ask questions like Where are my clients? o Who are my clients? Taking
advantage of this information, we will have specific information about who our
clients are, in order to establish new clients.

2. How would you isolate different components of the mix to achieve this
monitoring?
Monitoring surveys are conducted based solely on our customers to determine the
change that should be made to our product.

3. What adjustments could be made to different components of the mix?

In this case a modification is made in the way in which the products are sold and
distributed, in the same way they will carry out promotions through the virtual sales.

4. How would you evaluate the implications of altering or adjusting one or more
components of the marketing mix in regard to both market factors and consumer
response?
Surveys would be conducted to know exactly the needs of the clients, and based on
these results, the decision would be made to make the necessary changes, either in
promotions or prices to meet the needs of the client.

5. How would you ensure that the adjustments of one or more components of the
marketing mix meet budgetary requirements? What would the process be?
Depending on the need of the client, promotions would be made with which we can
satisfy the client and gain confidence and generate more sales in the future, which
will leave us profits.

6. How would you ensure that the adjusted components of the marketing mix meet
continue to meet the organizational (BRAND), strategic and operational marketing
objectives without affecting the brand positioning of Brew Ha Ha?
Studies and surveys would be conducted periodically on the quality and satisfaction
of the end customer.

RTO Provider 91153 - Cricos Code: 02672K

greenwichcollege.edu.au
 7. Explain the statistical techniques or data analysis used by Brew Ha Ha to gather
and analyse marketing information and performance.
They actively test the effectiveness of different promotions and other manipulations
of the marketing mix using a mix of monitoring tools available on social media and
websites as well as the most important ‘foot traffic’ and ‘sales.” The owners have
developed a simple social media policy.

18/08/2019

BREW HA HA COFFEE ROSTERED

Written report

This report seeks to implement control measures for the proper and correct
operation of sales on the website as a new target market for Brew Ha Ha cofe. It is
expected to prepare a periodic report in order to analyze the changes that occur
according to these sales and their distribution process.

Customer satisfaction
Brew HaHa will be monitored quantitatively through the number of sales made on
the website, in the same way a qualitatively study will be carried out through the
website where you can ask questions of customer satisfaction, seeking to improve
product quality And its delivery.
A continuous review of the progress of the project at the levels of activity and results
must be carried out, and we must identify the necessary corrective action.
We must analyze if the shipments are being carried out quickly and in a timely
manner, verify if there are situations in which the client does not receive the product
and look for solutions.
Shipments must be made quickly, undergo a schedule.
This must be continually evaluated through customer surveys conducted through the
website. Reports should be made periodically and feedback to the process.

Operational
The sale through the website will become the most agile and easy way for the
customer. We must determine the distribution method used most successfully in the
market, by competitors and by Brew Ha Ha, however.
• Retail: If it is sold retail, it is necessary to know how and where the product is sold
in relation to competitors. There are many ways to distribute the product to
consumers, knowing the distribution methods that are growing or falling and their
advantages and disadvantages.
• Wholesale: The sale is made to other companies or to distributors. The different
channels and their trends, the geographical area, the method of sale and their
distribution must be evaluated.
Finance

RTO Provider 91153 - Cricos Code: 02672K

greenwichcollege.edu.au
 The price of coffee bags is an essential element of the Marketing process. An
excessively high price can lead to the appearance of competitors. On the contrary, a
very low price can damage the image of Brew Ha Ja since the consumer will think
that it is sold poor quality.
Brew Ha Ha's analysis must fundamentally consider four aspects of price:
• The price in relation to the competitors on the website and promotions.
• The distribution of sales according to the price in relation to competitors.

• The price elasticity for Brew Ha Ha coffee; that is to say, if before an increase of the
price the sales diminish; or if on the contrary, the sales vary constantly before a
variation of the price.
• The cost structure of the product.

Regards,

Diego Moreno.

RTO Provider 91153 - Cricos Code: 02672K

greenwichcollege.edu.au