BSBMKG501 Nam

Student: Alexandr SHELKOVNIKOV
Trainer: Tara Trainer

Company: Service Skills Academy (eLearning)
46 Thorn Street
Address:
Kangaroo Point, QLD
Telephone:
Unit Title: BSBMKG501: Identify and evaluate marketing opportunities
Date of assessment commencement: 11/06/2019

Date of completion: 30/10/2019
Formative assessments
Activity 1
19/06/2019 05:54AM
A small stationery shop recorded its diary sales for the years 2007 to 2011.
They found the following:
2007
Units sold: 135
Sales value: $1,300.75
Average unit value: $9.64
Average unit profit: $5.78
Average age group of customers:
30 = 32%
31–50 40 = 40%
> 51 28 = 28%
2008
Units sold: 98
Sales value: $988.82
30 = 29%
31–50 40 = 40%
> 51 28 = 31%
2009
Units sold: 80
Student Name: Alexandr SHELKOVNIKOV (USI: 71813)

Unit: BSBMKG501 - Identify and evaluate marketing opportunities
30 = 16%
31–50 40 = 51%
> 51 28 = 33%
2010
Units sold: 48
30 = 11%
31–50 40 = 51%
> 51 28 = 37%
2011
Units sold: 37
30 = 6%
31–50 40 = 61%
> 51 28 = 33%
1. What further information would you need to analyse information on market and business needs to
identify marketing opportunities? Provide at least six examples.
• Comparative market information

• Customer requirements
• Market trends and developments
• New and emerging markets
• Profitability
• Competitor performance
Trainer Comments
25/09/2019 08:48AM Satisfactory Answer
2. What trends are revealed by the diary sales data? (20–40 words)
The diary sales data presented revealed that a small stationery shop’s sales has dropped 4 times in 2011
since 2007 so the profit loss was three times compared to the beginning of their activities. It could mean
that the small shop can not keep up with the quickly changing market and emerging technology or that

they did not undertake proper marketing analysis in order to find best ways to increase their sales.
Trainer Comments
3. What trends are revealed by the percentage by age group data? (50–75 words)
The percentage by age group data shows that the most active users of diaries these days are working
people who have a busy lifestyle – 31 to 50 years old. Older people also use diaries very often. Only a
small percentage of young people (younger than 30) are active diary users. This can mean that young
people are more familiar with the technology and this is why the are are willing to use technology like
smartphones to keep their records.
Trainer Comments
4. You are contracted by an organisation to analyse information on market and business needs to
identify marketing opportunities. You need to explain different types of information (ie what can be
analysed from each type of information and its value to the organisation).
In 20–40 words each, what would you tell them about:
a. Comparative market information?

Please see attached file
Ans1_4.pdf.docx (30.4 KB)

b. Competitor performance?

c. Market trends and development?

d. New and emerging markets?

e. Profitability?

Trainer Comments
25/09/2019 08:49AM Satisfactory Answer.. very detailed and probably need to be as detailed
Activity 2
19/06/2019 05:59AM
1. You are in charge of a research team which has been contracted by an organisation to research
potential new markets and assess opportunities to enter, shape or influence the market in terms of likely

contribution to the business. Using the organisation’s current markets as a starting point, what
information would you direct your researchers to find? Provide at least 10 examples.
1. What current and potential market segments are?

2. What the customer demand for the products is?
3. What are market shares for each product?
4. Is there an chance to enter the e-commerce market?
5. What the current geographic segment is?
6. What the current demographic segment is?
7. What the present behavioural segment is?
8. Is there an opportunity for a new business outside the current markets?
9. What effect will it have on profitability/margin?
10. Will benefits are more important then the risks?
Trainer Comments
2. Choose one new market that might have been identified by your researchers and analyse the risks
and benefits to the organisation of attempting to enter your chosen market. You should discuss at least
three risks and three benefits.
Our researchers have outlined the business market as the one we should enter. The benefit of this would
be an increasing sales volume, however there could be the risk that the sales in the old market can
potentially decrease. Moreover, entering the new market will allow our organization to expand. Also,
there could be the risk that the instant growth could identify that our organization might lack the
infrastructure and experience to properly manage the business in the new market. Finally, if the business
market is profitable than changing from the decreasing market would be very beneficial for our
organization. Moreover, there is a big risk that the start-up costs and the risk of failing would outweigh the
potential profits.
Trainer Comments
Activity 3
19/06/2019 06:09AM
1. An entrepreneur has asked for your help to explore entrepreneurial, innovative approaches and
creative ideas for their potential business application, and development into potential marketing
opportunities. What questions would you ask them to give you the background you need to begin your
exploration? Provide at least five examples.
1. What are your marketing goals?

2. What strategies have your tried for developing new markets?
3. Did they work well? If not, have you identify why?
4. What are your existing markets?
5. Please provide some information about your current products. Do they fit within new markets?
Trainer Comments
2. What are the four main sources of entrepreneurial marketing ideas?

1. Innovative approaches to existing markets
2. New products
3. Turning ideas into business opportunities
4. New markets for existing products
Trainer Comments
3. Identify one creative idea and explain how the idea could be developed and analysed for its potential
to turn into a marketing opportunity. (75–125 words)
Our team decided to exploit a few new markets for our stationery, and one creative idea was to
participate in the event dedicated to Environment Protection Day on the 19th July 2018. We decided to
have a stand at the markets among other 50 participants companies. We decided to promote our
products for children and families using pictures to explain how by implementing some changes within
the household we can make a change towards the protecting the environment. We provided some
examples how it is easy to reduce plastic usage at home. By targeting families and children within we
have to acknowledge the fact that there is a different target market within the different age group.
In order to develop this idea into marketing opportunity we have to:
• identify the market and its requirements
• plan the marketing campaign
• test the marketing plan
• refine the marketing plan
• implement the marketing plan
Trainer Comments
Activity 4
19/06/2019 06:14AM
1. You are the marketing manager of an organisation which is seeking new market opportunities to
realise these goals to:
a. Increase sales by 10% in the next 12 months.

b. Penetrate a new market segment.
c. Broaden its product mix.
In one sentence each, identify what goals are or should be under the following headings:
a. Sales revenue
Increase sales by 10 units per months in the next 12 months
b. Profit margins
Increase profitability by 10% in the next 12 months
c. Staff levels
Employ 4 more casual employers who would promote our products during marketing
campaign/events/markets
d. Staff training
Continue staff training to explore the new ways of entering a new market segment and broadening our
product lines/mix

e. Market segments
Concentrate mainly to young people
f. Product mix
think of the demand of current markets: electronic gadgets, tabs, digital diaries, new design for current
product line, personalized diaries
Trainer Comments
2. How would you evaluate the likely impact of such an opportunity on current business and customer
base, using these criteria:
a. Knock out factors.

b. Return on investment.
c. Ethical principles.
(75–100 words)
◦ Knock out factors.

This opportunity could have some knock out factors, such as losing the group of customers whose age is
over 60 years.
◦ Return on investment. Taking to consideration our expenses on advertisement campaign and further
stock purchase, we expect quite high return on investment, about 35% by the end of 2019.
◦ Ethical principles. We evaluate our customers, this is why our company implements ethical and
environmentally responsible business practices which would mean that our products are original, of
highest quality, tested to be fault free, durable and consistent. We produce and source through
sustainable sources, using fair trade practices. In addition, we try to keep our products packaging to
minimum.
Trainer Comments
Activity 5
19/06/2019 06:16AM
1. Choose an organisation you are familiar with and briefly describe the organisation in terms of:
a. Current products.
b. Current market segments.
c. Three potential new marketing opportunities.
(50–75 words)
The Australian Hardware Store

Current Products:
• Plumbing and electrical
• Gardening
• Timber
• Hardware and Home Products.
Current Market Segments:
• Home Improvers
• Do it Yourself (DIY’s)

• Tradespersons
Three potential new marketing opportunities:
1. Increase market share of DIY products
2. Extension of business hours
3. Introduce a new product - fast dry paints to our existing markets
Trainer Comments
2. Analyse at least three of the external factors which could determine the financial viability of each of
the opportunities. (50–75 words)
See attached
Ans5_2.docx (24.2 KB)

Trainer Comments
3. Write a 1–2 page report which summarises your analyses and assesses the financial viability of each
opportunity.
REPORT
To: General Manager

From: Marketing Manager
Date: 15/03/2016
Subject: Financial Viability of New Marketing Opportunities
Following our discussion of new marketing opportunities for the growing business of “The Australian
Hardware” Store, this report is aimed to assess the financial viability of each opportunity.
Three potential marketing opportunities were discussed and assessed:

1. Increase market share of DIY products
2. Extension of business hours
3. Introduce a new product - fast dry paints to our existing markets
In order these opportunities to be successful and financially viable, it is recommended:
1. For the increasing market share of DIY products, to make sure:

- There is enough staff members to look after the extended market
- The staff is duly trained
- Equipment, fixtures and fittings must be upgraded
- Advertising
- Products and procedures comply with import and sales of goods legislation
2. In terms of extension of business hours, there is a need to:

- Advertise this on our website to raise customers awareness of our extended hours
- Ensure that employees contracts are in compliance with fair work legislation
3. Concerning introducing fast dry paints to our existing markets, we must:

- Make sure we have enough stock and avoid product shortages
- Provide appropriate training for staff members
- Create advertisement for a new product
I believe that implementation of these recommendations guarantees success of the proposed marketing

opportunities.
Trainer Comments
Activity 6
24/10/2019 08:26PM
Identify a marketing opportunity for an organisation you are familiar with. The organisation has asked you
to determine the probable return on investment and potential competitors. What factors must you
consider? Provide at least six examples.
Pizza Hut has built the strong reputation of its brand through giving the quality products and earned the
respect from its customers.
Its innovation and quality with commitment took higher and higher during past few years. But still the
company is planning to go and capture more market share.
The employees and the management know what they have to attained through the targets which have
been put to them and the plans they have assumed help them recognise the way they will accomplish the
objectives. Similarly, Pizza Hut has diverse targets set to them and they have adopted different strategies
to successfully achieve the targets set.
Pizza Hut is the world’s largest pizza chain with over 12000 pizza restaurants and delivery outlets
worldwide. Approximately 270 stores are located in Australia.
Pizza Hut as a company has always tried to target and satisfy various customer categories in different
countries depending on various factors and situations.
For the purpose of fulfilling its marketing objective of maximising customer satisfaction by providing high
quality products, Pizza Hut has developed the following marketing strategy: “Think Global, Act Local”.
Pizza Hut has tried to target each and every diverse population segment either on the basis of age (i.e.
kids, teenage, office goers, senior citizens) or on basis of lifestyle (singles or couples) or special interest
groups (celebrations, parties, festivals).
The marketing opportunity that we have identified is to provide pizza boards to the corporate meetings
and events. There are a lot of companies who provide Friday lunches for their employees. Pizza Hut
created an offer where for $10 per person they will mix variety of pizzas and deliver to the office.
We will target all corporate buildings in the city by leaving the offer pamphlets in the coffee shops
downstairs and also will of 30% discount for the first order.
We are planning to provide pizza boards for corporate events with the charge of $10 per person.
Therefore, medium size of company which has 50 + employees will give us extra profit os $500 per
event.
The cost to develop and implement such an marketing opportunity will include develop and print the
offer, prepare the function menu, also the delivery cost. There will be small training cost included to learn
how to mix pizza slices depending on the number of the people at the event. We will require ti review the
public liability insurance due to the servicing events. No overaheads costs were identified due the pizzas
will be still made inside the same facility.
There are few competitors were identified but due the popularity of the pizza hit it is only works in
advantage. If people already were exposed to the idea of corporate lunches they can choose Pizza Hut

knowing the quality varieties of pizzas we provide. Also we will offer gluten free and diet specialities
pizzas. Return on investment expected to be satisfactory due to the low costs on makreting and
implementation.
Trainer Comments
25/09/2019 08:52AM ** resubmit required** Alex you are required to identify an actual marketing
opportunity and outline the opportunity as follows
brief description of the organisation and the opportunity
product or service
market segment to be targeted
anticipated profit per unit of product or service
anticipated sales
anticipated costs including:
marketing costs
staff costs, including increased wages and training costs
overheads associated with the new market
capital equipment
statutory and legal costs
environmental levies
identify and assess the effect of direct competitors
anticipated return on investment
30/10/2019 03:46PM Satisfactory Answer
Activity 7
24/10/2019 08:37PM
You have identified three new marketing opportunities for your organisation.
1. Describe those opportunities. (50–75 words)
• Increase market share of DIY products
According to market research carried out by Action Marketing, the estimated size of this segment is
potentially as much as 2 million people. We can increase the market share of DIY products by targeting
advertising to potential customers. “Australian Hardware” will give customers access to the best of
Australia and the world in quality, sustainable hardware and home improvement products. Our experts
will show clients how they can provide their family with the benefits of green, resort-style living.
• Extension of business hours
This opportunity will allow us to increase foot traffic per day and be positioned as a store providing top
service at the convenient for customer hours
• Introduce a new product - fast dry paints to our existing markets
This idea will give us an opportunity to attract new customers and be seen as a provider of innovative,
high-quality and environmentally friendly products. “Australian Hardware” supplies consumers and trades
with high quality and world class innovative products. To differentiate on product, Australian Hardware
actively seeks Australian and international suppliers who can fulfill requirements for both consistent
quality and exceptionally innovative solutions. Our competition, on the other hand, focuses on a more
mass appeal. The competition’s customers expect a level of quality consistent with the lowest prices
possible.
Trainer Comments

2. How would you determine whether these opportunities are financially viable? (50–75 words)
Proper analysis has to be performed. We have to identity strengths and weakness of that particular
marketing opportunity. Then we have to evaluate potential sales and see if the marketing and
implementation costs will be viable and justified.
Also it is vital to evaluate the current competitors. If we new opportunity will have enough competitive
advantages.
Trainer Comments
25/09/2019 08:54AM **resubmit required** Alex this does not look like your work and that you have
pulled this from somewhere.. please re do in your own words
3. How would you determine whether the opportunities are likely to contribute to the business? (100–150
words)
We would assess the opportunities against the criteria that are important to our store in terms of our
policies, procedures and legal requirements. This criteria would include:
1. Customer base: the potential for new market to add valuable customers to the customer base
2. The net profit expected from the new market over time
3. The increase or decrease in expected sales revenue, and the contribution this will make to the
organization
4. The increase in market share expected
5. How the new market would contribute to awareness of the organization’s brand
6. Staff and infrastructure required to manage the new market
7. What other market opportunities the new market would open up
Trainer Comments
Activity 8
18/09/2019 12:45AM
Your client has identified a viable marketing opportunity and has asked you to identify and document
changes needed to current operations to take advantage of this opportunity.
1. Create a brief that you received from your client, giving background information on their organisation
and describing the opportunity (ie create a scenario). (50–100 words)
My client is a Director of a food production company called "Kitchen Remedy". The company focuses on
healthy food and desserts production. They manufacture large variety of salads and vegetarian food, as
well as dessert, i.e. donuts, cupcakes, slices, proteins balls, acai blends, etc. Their clients are mostly
health food cafes and restaurants, coffee shops, and dessert shops. The company also participates in
various healthy life style festivals and expos. Their profit is approximately $150,000 per month. They
would like to broaden their client network, including other cities and states in Australia. They also want to
create a large food industry network.
The "Kitchen Remedy" Director identified a valuable marketing opportunity that is believed to bring the
business to a new level of operations and broaden the clientele extensively. The Director thinks that

ecolabel on their food products will show people that they are beneficial for their health and environment,
as nowadays our society becomes more and more aware of environmental issue and sustainable "green"
lifestyle choices.
Trainer Comments
2. Write your report, showing the criteria you have considered and the changes required in each area.
(1–2 pages)
After considering the marketing opportunity suggested by "Kitchen Remedy", we believe that some
changes to its operations will be required. These changes will fall under six categories.
Firstly, new staff might be needed. To provide products and services life cycle assessment the company
will need to hire qualified staff members of an ecolabelling Australian authority, such as ALCAS or CSIRO.
Life cycle assessment is a "cradle-to-grave" approach that assesses industrial systems. In addition, new
support staff might be needed to accommodate the increase in sales. Moreover, there might be a need of
a staff member who will take care of organic raw materials procurement.
Secondly, work practices, ploices and procedures need to be reviewed. Ecologically sustainable food
manufacturing processes need to be introduced. The company will need to look at changing their
operations starting from extraction of raw material, and end at a point when final waste is returned to the
ground. It will be essential to evaluate environmental impact of product development, current
manufacturing processes, supply chain, resources utilisation, distribution systems, etc.
Thirdly, the company's premises need to be adjusted to new processes and new food production
technologies.
New equipment also might be required to accommodate for newly introduced sustainable ways of organic
food production. In addition, there will be changes in food packaging that now will be displaying a new
design with the ecolabel on it. Therefore, new packaging equipment will be required too.
There will also be a lot of legislative changes required. To be classified as organic on the international
market, the products, processes and services must comply with relevant ISO, EU, UL, JAS and IFOAM
international standards for organic produce. For the domestic market, there is an Australian Standard (AS
6000) that sets requirements to what is organic in Australia. The company activities shall also comply
with rules prescribed by Australian Quarantine and Inspection Service (AQIS), Organic Producers Advisory
Committee (advising the Commonwealth Minister of Agriculture), Biological Farmers of Australia (BFA)
and the National Association of Sustainable Agriculture, Australia (NASAA), as well as Rural Industries
Research and Development Corporation (RIRDC).
Embracing this new marketing opportunity will have a considerable financial impact on the company.
Organic produce is normally much more expensive as environmentally safe technologies and raw
materials usually cost more than non-organic. Accurate and detailed documentation of the expected
financial impact will be needed. The client will need to seek a professional advice of the expected
financial impact of this new marketing opportunity.
Trainer Comments
Activity 9
11/06/2019 04:37PM
1. What factors does an organisation need to consider to ensure that organisational changes to service

an increased or different customer base include provision for continued quality of service to existing
customers? Provide at least five examples.
Staff: Because of growth or a change in customer base it will be necessary to hire new sales staff for the
new products, as well as, an increase in hiring of support staff to ensure that customer services aren’t
affected by the rapid growth of the organisation. Moreover, existing staff will have to be trained to carry
out their roles in the new market.
• Work practices: the policies and procedures of the organisation will have to be amended to
accommodate for the new market, providing new systems and packaging methods depending on the
nature of the new market.
• Premises: alterations may have to be made to accommodate for the new changes, such as relocation,
refurbishment or expansion.
• Equipment: Depending on the new market, new equipment could be required, these may include but
are not limited to: telephones, computer hardware and software, motor vehicles, cash registers, trucks,
forklifts and packaging equipment.
• Legal: new legislation that may have not been applicable to the organisation may come into effect as a
result of the new market. Therefore, the legislation will have to be revised, reviewed and amended to
accommodate for the new market.
• Financial: The financial impact of the new market on the current organisation will have to be
documented in detail. These will include cash flow forecast, profit estimates, cost analysis and predictions
of return on investment.
Trainer Comments
2. Your organisation has increased its market by 50% by targeting a new suburb and by introducing
deliveries to all customers who spend over $200 in one order. How can they ensure that they will
maintain their current standard of service to their current customers and to their new ones? Provide at
least three examples.
First of all, our organization will make sure we have all the equipment we need the current standard of
service to our old and new customers. We will buy new vehicles and GPS. However, if the delivery staff
members have their own transport vehicles, there is no need to buy vehicles for everyone. Secondly, we
will have to hire the delivery people and train them properly. Thirdly, we will have to accommodate new
procedure in connection with the delivery and customer service. Moreover, we will have to adopt new
procedures of cash flow monitoring. It will allows us to make sure that we are not forced to reduce our
service to our customers because lack of cash. We will also have to adopt new billing procedures.
Trainer Comments
Activity 10
11/06/2019 04:43PM
1. What resource requirements must be estimated before an organisation enters a new market? Provide
at least six examples.
When a company enters a new market, it requires exploiting additional resources and re-allocation of
existing ones, in order to open the market and service it.
These resources are:
1. Staff and staff training: It is crucial to ensure that all job roles are identified, as new markets can create
new job roles or increase the need for current roles. After identification of job roles, it is necessary to

identify the numbers of personnel needed to fill them, as well as possible increase in wages. All the staff
members should be correctly and thoroughly trained, therefore there is a need to identify and estimate
training needs imposed by a new marketing opportunity.
2. Distribution costs: As new markets can include new products, new geographical areas, new methods of
distribution, etc, all these will add to the organization’s distribution costs. If a new product is larger, it will
require additional or different packaging and might include additional transport costs.
3. Equipment: New market will need some new equipment to enable it to work. For example, a pizza
delivery service will require new extra vehicles.
4. Production: For new products manufacturers will require new supplies of raw materials, ingredients, as
well as operators trained to produce new products.
5. Promotion: this can include advertising in different media, samples giveaways, seminars, expos, static
displays, direct mail campaigns, leaflet drops, sales presentations, etc.
6. Research and development: In order to establish the potential of new marketing opportunities, they
need to be thoroughly researched. Organisations need to know what research resources they need, and
whether they should conduct their own marketing research or have to outsource market research
professionals to do that.
Trainer Comments
2. Your manufacturing organisation is deciding whether to expand by introducing a new product to your
existing markets, or to enter the market in a new city with your existing products. Compare the estimated
resource requirements for each potential market under the following headings.
a. Staff numbers (20–40 words)

New product :
here could be extra assembly line people in the factory.
New market:
May need extra salespeople in new city and extra assembly line people in the factory.
b. Staff training (20–40 words)

New product :
Operators will need to be trained to use the new equipment/machines, which will be required.
New market:
Sales training needs to be revised to fit the requirements of the new market. Current induction program
will train extra factory operators.
c. Distribution costs (20–40 words)

New product :
Possible increase in costs due to increased volume. However, no change in methods of distribution
New market:
There will be significant increase in transport costs because of extra distance to new market.
d. Production costs (20–40 words)

New product : New machinery will have a new cost structure.
New market: Slight increase because of increased production. Administrative costs will increase because
of distance of new market from office.
e. Promotional costs (20–40 words)

New product : Small increase to produce information to be distributed to current customers.

New market: Significant as a large marketing campaign will be needed to introduce to the new market.
f. Research and development (R) (20–40 words)

New product : New product will require extensive technical research and development.
New market: No technical research and development required, but extensive market research needed.
g. Re-tooling (20–40 words)

New product : New machinery needed and both new and current
machines will need to be retooled for new product.
New market: Is not required.
Trainer Comments
Activity 11
11/06/2019 04:44PM
1. Who are eight of the key stakeholders in any organisation and what information do they need to
ensure that proposed changes to current operations will be viable? (40–60 words)
The board of directors: They are responsible for the organisation’s performance and must approve any
changes to operations and also must be kept informed as changes are introduced.
• Finance staff: need to be fully informed as changes are implemented, in order to monitor the financial
aspects and ensure adherence to budget.
• Human resources staff: Ensure that there are adequate personnel to implement the new changes, and
are responsible for recruitment of new staff, training of current staff and overseeing of training and
retraining.
• Managers: need to be fully briefed about any changes being made, as it may affect their department.
• Marketing personnel: Are involved in all marketing activities and must be informed of the all-new
market opportunity taken, to allow them to develop a new marketing campaign to successfully transition
into the new market.
• The owners: must be informed of all the major changes in operations.
• Production staff: are responsible for producing new products or increasing the production of existing
products. Therefore, any changes being implemented should be communicated to the production staff in
order to ensure that the products are made in the quantities needed.
• Supervisors: are directly responsible for the quantity and quality of work produced in their respective
sections and must be informed of all changes planned.
Trainer Comments
2. Your organisation has decided to enter a new market. Draft a memo to the key stakeholders,
describing the new market and show evidence that it is viable in terms of financial estimates, physical
requirements and its effects on the organisation’s current markets. (1 page)
Memo
To: All staff
From: Marketing Department
Subject: Proposal to stock and sell new equipment
The proposal
• An agreement has been drafted between us and a said equipment manufacturer to supply us with the

new equipment.
• The prices of the new equipment will range from $50 - $1000, depending on the deal package, and the
quality of the product.
Benefits
• Our market research has indicated that there is a need of this equipment and our competitors supply
and sell them. We are running the risk of losing customers, if they decide to use our competitors for the
equipment and items we do supply.
• Entering this new market and providing the new equipment will attract new customers and potentially
boost the sales of our current products.
Risks
• According to our financial records and new budgets accounting for the changes to be made, it is
estimated that we will recoup the additional costs of establishing the new products, within the next six
months.
• As for worst case scenario, the organization will absorb the cost of establishment, and the remaining
stock of the new equipment would be sold at a discounted price to be disposed of.
Full analysis
• A full analysis report is obtainable from any of the staff in the marketing department. Please contact
them for a copy.
Trainer Comments
Activity 12
11/06/2019 04:52PM
1. What changes can be needed when an organisation takes advantage of new marketing opportunities?
(40–60 words)
When an organisation takes advantage of new marketing opportunities, it must introduce some changes,
for, example, for developing additional capacity to some of its current operations or for introducing new
practices and procedures. The changes will be determined by the nature of the organization, its current
markets and operations, as well as the new marketing opportunity.
The main areas of changes are:
1. Staff:
- numbers of staff
- training and/or retraining
2. Operations:
- procedures
- systems
- equipment
- packaging
- materials handling
3. Premises:
- refit or relocate
- signage
- storage facilities
4. Equipment:
- communication equipment
- computers and networks
- software

- motor vehicles
- specialised equipment for new operations
- extra equipment for expansion of current operations
- equipment for handling goods
- cash registers
- forklifts and pallet trucks
- packaging equipment
5. Legal issues:
- regulations - new products could be subject to regulations which had not previously applied
- competitive and consumer and fair trading legislation - particularly if the organisation had previously
been only in the business market but the new opportunity was a consumer market
- licences - some markets require special licences
6. Financial issues:
- banking arrangements
- cash flow management
- profitability
- overheads
- professional advice
Trainer Comments
2. Your organisation has committed to developing a new product for its existing markets and to entering
a new market for its existing products. You have been directed to document the changes needed for one
of these markets. Draft the memo which you would issue in response. (1–2 pages)
Please see attached
Ans 12_1.docx (97.6 KB)

Trainer Comments
Summative assessment 1
Question 1
16/06/2019 09:14AM
Outline what codes of practices do. What is the difference between voluntary and mandatory codes of
practice? What are three of the objectives of the ADMA code of practice?
Codes of Practice set out industry standards of conduct as it is explained on http://www.business.gov.au

They are guidelines for fair dealing between an organisation and its customers, as well as let the
customers know what the business agrees to do when dealing with them. Codes of Practice can relate to
a single business, or represent a whole industry. As usually, codes of practice are established through
consultation with industry representatives and the community. Also, they could me mandatory or
voluntary.
Voluntary codes of practice are enforced by the industry. They can be sponsored by an industry
association or can be in partnership with a government agency. In addition, voluntary codes are usually
flexible and can be amended quickly in response to changing needs of an industry or consumers.
In their turn, mandatory codes are enforced by the law and provide a minimum standard of protection to
the consumers. They are prescribed as regulations under fair trading laws and can be enforced.
Three of the objectives of the ADMA (Australian Direct Marketing Association) are:

1. To ensure that business and consumers have access to the product and service information they need
in order to make informed choices
2. Minimise the risk of members breaching the legislation that protects consumers, privacy of customers
and clients, legislation that acts to prevent or strict spam or legislation that helps ensure fair trading
3. Promote a culture among members of conducting their business fairly, honestly, ethically, and
according to the best practices advised
Trainer Comments
Question 2
17/06/2019 06:18PM
Outline the key types of legislation affecting business operations. Provide at least five examples.
The key types of legislation affecting business operations are:
• Trade practices legislation that prevents anti-competitive behavior and price fixing by organisations
(e.g. Trade Practices Act 1974 (Commonwealth))
• Fair trading legislation (e.g. Competition and Consumer Act 2010 (CCA), QLD Fair Trading Act 1989)
• Consumer protection legislation (The Australian Consumer Law (ACL) from 01/01/2011)
• Import legislation that regulates the importation of goods and the sale of imported products (e.g.
Australian Customs and Border Protection Notice No. 2014/41)
• Sale of goods legislation (regulated by the states, and the acts specify the rights and obligations of both
seller and buyer
• Industry codes of practice (voluntary or mandatory)
• Privacy laws, which restrict information that can be collected from the general public and the
dissemination of personal information without the owner’s permission (e.g. The Privacy Act 1988)
• Anti-spam laws (e.g. The Spam Act 2003)
Trainer Comments
Question 3
19/06/2019 07:20AM
Describe the structure/ form that direct marketing can take. (50–75 words)
There are different forms of direct marketing: for instance, approaching market with emails, letters, flyers
and advertising, in person, with the aim either to persuade them to buy or to research their needs.
Nowadays email marketing is very popular, because it is a simple, cost-effective and measurable way of
reaching customers. It can include e-newsletters, promotional emails to generate new leads or offers for
existing customers, or ads that can appear in other business's emails. It is cheaper than any other direct
marketing method, however this form of marketing lets a business to tailor their messages to different
types of customers, build customer relationships, as well as drive direct sales. However, the strict law
applies to email marketing. Under the Spam Act 2003 (Commonwealth) it is illegal to send unsolicited
commercial electronic messages. In order to comply with the act, every commercial email (or phone
message) should meet the following conditions: be sent on consent of the recipient, accurately identify
the business, and have the “unsubscribe” option.
Trainer Comments

Question 4
11/06/2019 04:53PM
What are the advantages and disadvantages to an organisation of having a broad marketing mix? Provide
at least two examples of each.
Advantages of having a broad marketing mix are:

• More effective marketing as it allows highly focused target marketing within each segment
• A decline in one segment will have less impact on the overall organization
• Potential to cross market from one segment to another (for example, tools for tradespeople could also
be marketed to consumers)
Disadvantages:
• More complex administration
• Additional costs (for example, for several advertising campaigns instead of just one or two)
Trainer Comments
Question 5
11/06/2019 04:54PM
Against what kind of goals should marketing opportunities be evaluated? Provide at least five examples
and briefly describe how they should be structured/ quantified.
• Increased revenue: quantify with a dollar figure or a percentage (increase revenue by 10% in the
existing market by 2018)
• Increased unit sales: state how many (e.g. increase sales by 10 units per month)
• Improved market share: state the percentage increase required
• Greater profits: quantify with a dollar figure of a percentage
• Entry into new markets: define the markets and analyse their requirements
• Abandoning current markets: nominate markets concerned and the reasons for abandoning them
• Adopt new technology: describe the technology and analyse the befenit
• Adopt new product lines: identify the products, their market and risks associated with them
Trainer Comments
Summative assessment 2
Project 1
24/10/2019 09:08PM
You are the marketing manager for an organisation. Briefly describe the organisation, its products or
services and its current markets. Identify two opportunities to enter new market, with current or new
products and two opportunities to introduce new products to your current markets.
Analyse and document these opportunities in terms of:

their potential contribution to your organisation’s business
their fit with your organisation’s goals and capabilities
likely impact on your current business and customers
external influences on the financial viability of each opportunity
probable return on investment
changes needed to current operations
changes needed to maintain current quality of customer service
resources required to make the necessary changes
Communicate your findings and recommendations to the key stakeholders in your organisation in 1,500–
2,000 words.
"Kitchen Remedy" is a plantbased wholesale commercial kitchen that is based in Brisbane, Australia. The
company focuses on healthy food and desserts production. They manufacture large variety of salads and
vegetarian food, as well as dessert, i.e. donuts, cupcakes, raw slices, proteins balls, acai blends, vegan
meals and sauces, etc. Their clients are mostly health food cafes and restaurants, coffee shops, and
dessert shops. The company also participates in various healthy life style festivals and expos.
Their profit is approximately $150,000 per month.
"Kitchen Remedy" would like to broaden their client network, including other cities and states in Australia,
as well as overseas. They also want to create a large food industry network.
Two opportunities to enter new market:
As a Marketing Manager of the company, I identified two marketing opportunities to enter new markets,
that is believed to bring the business to a new level of operations and broaden the clientele extensively.
The first opportunity to enter new markets is product life cycle assessment, and introducing ecolabelling
of the company products.
Having the ecolabel on our food products will show people that they are beneficial for their health and
environment, as nowadays our society becomes more and more environmentally concerned and aware of
sustainable "green" lifestyle choices.
After considering the marketing opportunity suggested by "Kitchen Remedy", I believe that some changes
to its operations will be required. These changes will fall under six categories.
Firstly, new staff might be needed. To provide products and services life cycle assessment the company
will need to hire qualified staff members of an ecolabelling Australian authority, such as ALCAS or CSIRO.
Life cycle assessment is a "cradle-to-grave" approach that assesses industrial systems. In addition, new
support staff might be needed to accommodate the increase in sales. Moreover, there might be a need of
a staff member who will take care of organic raw materials procurement.
Secondly, work practices, ploices and procedures need to be reviewed. Ecologically sustainable food
manufacturing processes need to be introduced. The company will need to look at changing their
operations starting from extraction of raw material, and end at a point when final waste is returned to the
ground. It will be essential to evaluate environmental impact of product development, current
manufacturing processes, supply chain, resources utilisation, distribution systems, etc.
Thirdly, the company's premises need to be adjusted to new processes and new food production
technologies.
New equipment also might be required to accommodate for newly introduced sustainable ways of organic
food production. In addition, there will be changes in food packaging that now will be displaying a new
design with the ecolabel on it. Therefore, new packaging equipment will be required too.
There will also be a lot of legislative changes required. To be classified as organic on the international
market, the products, processes and services must comply with relevant ISO, EU, UL, JAS and IFOAM
international standards for organic produce. For the domestic market, there is an Australian Standard (AS
6000) that sets requirements to what is organic in Australia. The company activities shall also comply

with rules prescribed by Australian Quarantine and Inspection Service (AQIS), Organic Producers Advisory
Committee (advising the Commonwealth Minister of Agriculture), Biological Farmers of Australia (BFA)
and the National Association of Sustainable Agriculture, Australia (NASAA), as well as Rural Industries
Research and Development Corporation (RIRDC).
Embracing this new marketing opportunity will have a considerable financial impact on the company.
Organic produce is normally much more expensive as environmentally safe technologies and raw
materials usually cost more than non-organic. Accurate and detailed documentation of the expected
financial impact will be needed. The client will need to seek a professional advice of the expected
financial impact of this new marketing opportunity.
Another marketing opportunity that will help our company to enter new markets will be to sell our unique
product to hotels in Asia.
To make this happen, some staff changes need to be introduced.

Current staff members need to be trained to work on a mass production because we’ll have to produce
large amounts of food at the same time.
In terms of premises, the company will need to undergo the HACCP certification to be approved to make
sales overseas.
All the temperature logs will need to be triple checked and properly documented.
The company will also need to extend its freezer space, as well as to make sure that all temperature guns
are calibrated.
Regarding legal requirements, the most important is to obtain an overseas public insurance.
We will need nuggets payment terms and more money invested.
Two opportunities to introduce new products to our current markets:
I have also identified two marketing opportunities to introduce new products to our existing markets.
The first one is “blends” for smoothies. They will consist of bananas mixed with coconut cream, and
berries. They will be packed into large food containers and delivered to our clients. They will be used as a
healthy substitute for ice-cream in smoothies.
The second one will be gluten-free bars. Today, many people are gluten-intolerant, and cutting out gluten
from their diet may seem like a difficult and limiting task. These people have to avoid cafes and
restaurants that do not offer food which does not contain gluten. We would like to help these people by
offering them healthy and risk-free delicious gluten-free bars.
We expect this product to make a great contribution to our business.
However, we will need to introduce some changes, for example:
Staff members will need to be trained in terms of how to work with cold products.
Premises wise, the company will have need to extend its freezer space, as well as to make sure that all
temperature guns are calibrated. New equipment, like freezer jackets, will need to be purchased.
external influences on the financial viability of each opportunity. please flesh this out a little more and
present it as a report which shows thorough research
External influence on the opportunities can be
1. Currency exchange since we work with overseas markets

2. Changed in the current interest rate banking system
3. increased prices for the products that we currently buy
We expect am investment of $90000 to be made in order to implement this marketing opportunity and
expect to have return on investment within 2 years.

It will not be enough to hire new staff as hiring and training new people takes time and normally weakens
the current situations until employees are ready to take on the tasks to maintain the quality of the current
products.
We will have to hire HACCP certified trainer who will be able to help us with preparing facility for the
necessary change. Also we will have to find out where the speciality stores are to buy all necessary
equipment required for the current production facility changes.
Trainer Comments
25/09/2019 10:21AM **resubmit required** you have made a good start here however you need to add
and review the following
external influences on the financial viability of each opportunity. please flesh this
out a little more and present it as a report which shows thorough research
Project 2
05/09/2019 11:08AM
Choose an industry and give detailed explanations of the legislation, regulations and codes of ethics
which apply to its marketing activities. Present your findings as a report which lists all the sources of your
information. (500–750 words)
Consider the following list of regulations when conducting your marketing activities:
Advertising
When you advertise or market business you need comply with a number of regulations:
Misleading & deceptive conduct
When promoting your products or services, you need to ensure that any branding, statement, quote or
any other representation is not false or misleading. Component pricing is when the price of a product or
service is advertised or displayed in separate parts. For example, when the single price of a car is
displayed and additional on road costs are listed separately. If you advertise using component pricing you
must also provide the full price inclusive of additional costs in a more prominent way.
Bait advertising
Bait advertising is where a product is advertised at a certain price without a reasonable supply. Bait
advertising is illegal if a business sells the product knowing that they cannot meet expected demand.
Competitions
Competitions, lotteries or promotions over a certain amount are regulated by your state or territory
through a permit. You can download a permit form from the Australian Business Licence Information
Service (ABLIS) website.
Signage
Signage including 'A' frames, sandwich boards, or permanent signs on buildings, footpaths or roads are
regulated by your state or territory government. Before you erect a sign, you need to apply for a permit

and in some circumstances you may also require public liability insurance.
You can download a permit form from your state or territory government through the ABLIS website.
Direct marketing
Most direct marketing activities are regulated by federal or state laws. Before you conduct direct
marketing, check that you comply with the privacy legislation and spam regulations.
Do Not Call Register
If you wish to conduct telemarketing or fax marketing, you need to comply with the Do Not Call Register
Act 2006. The Do Not Call Register is a list of protected phone and fax numbers. If you contact a number
on the register, you may be in breach of the Act and could face penalties and enforceable undertakings.
Spam
Before you send out marketing material via email, you need to ensure you comply with the Spam Act
2003. Under the Act it's illegal to send unsolicited commercial electronic messages without consent.
Privacy
Care must be taken when you collect, use, secure and disclose a customer's personal information to
ensure you comply with the Privacy Act 1988. Find out more Online business.
Brochures
Handing out brochures, flyers or promotional materials on public property typically requires a permit from
your state or territory government. You can download a permit form from the ABLIS website. Under state
environment protection legislation, it may be illegal to place advertising material on a vehicle.
Bill posting
Bill posting is where a brochure or other promotional material is attached to a piece of public property.
Some states have designated bill poster locations and others require a permit. Find out if you need a
permit on the ABLISwebsite.
Trainer Comments
Additional Evidence
Supporting evidence 1
30/10/2019 03:48PM
This activity allows students to upload supporting documentation that may count towards the
qualification criteria.
Please describe the purpose of the file you are attaching, and then attach the file.
Prac Obs Checklist
Com Prac Obs Alex BSBMKG501.pdf (403 KB)
30/10/2019 03:48PM

Prac Obs Presentation
Presentation GAP.pptx (3.92 MB)
Trainer General Comments

30/10/2019

03:53PM
Alex you are now competent in this unit
Tara Trainer has marked this enrolment as competent.
Activity 6, Question 1 Comment:
Satisfactory Answer
Satisfactory Answer
Project 1, Question 1 Comment:
Satisfactory Answer
-----------------------
Competency Achieved
25/09/2019
10:21AM
Alex you have made a good start here .. please review Act 6, 7, Project 1
Tara Trainer has marked this enrolment as not yet competent.
Satisfactory Answer
Satisfactory Answer
Satisfactory Answer
Satisfactory Answer.. very detailed and probably need to be as detailed
Satisfactory Answer
Satisfactory Answer
Satisfactory Answer

Satisfactory Answer
Satisfactory Answer
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Satisfactory Answer
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Satisfactory Answer
** resubmit required** Alex you are required to identify an actual marketing

opportunity and outline the opportunity as follows
brief description of the organisation and the opportunity
product or service
market segment to be targeted
anticipated profit per unit of product or service
anticipated sales
anticipated costs including:
marketing costs
staff costs, including increased wages and training costs
overheads associated with the new market
capital equipment
statutory and legal costs
environmental levies
identify and assess the effect of direct competitors
anticipated return on investment
Satisfactory Answer
**resubmit required** Alex this does not look like your work and that you have pulled

this from somewhere.. please re do in your own words
Satisfactory Answer
Satisfactory Answer
Satisfactory Answer
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Satisfactory Answer
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Satisfactory Answer
Satisfactory Answer
Question 1, Question 1 Comment:
Satisfactory Answer
Satisfactory Answer

Satisfactory Answer
Satisfactory Answer
Satisfactory Answer
**resubmit required** you have made a good start here however you need to add and
review the following
external influences on the financial viability of each opportunity. please flesh this out
a little more and present it as a report which shows thorough research
Satisfactory Answer


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Student: Alexandr SHELKOVNIKOV

Trainer: Tara Trainer

Unit Title: BSBMKG501: Identify and evaluate marketing opportunities

Date of assessment commencement: 11/06/2019

They found the following:

Units sold: 135

Sales value: $1,300.75

Average unit value: $9.64

Average unit profit: $5.78

Average age group of customers:

Sales value: $988.82

Average unit value: $10.09

Average unit profit: $5.05

Average age group of customers:

Student Name: Alexandr SHELKOVNIKOV (USI: 71813)

Average unit value: $11.22

Average unit profit: $4.82

Average age group of customers:

Sales value: $803.30

Average unit value: $16.74

Average unit profit: $7.03

Average age group of customers:

Sales value: $421.80

Average unit value: $11.40

Average unit profit: $4.21

Average age group of customers:

• Comparative market information

25/09/2019 08:48AM Satisfactory Answer

Student Name: Alexandr SHELKOVNIKOV (USI: 71813)

25/09/2019 08:48AM Satisfactory Answer

25/09/2019 08:48AM Satisfactory Answer

In 20–40 words each, what would you tell them about:

a. Comparative market information?

Ans1_4.pdf.docx (30.4 KB)

Ans1_4.pdf.docx (30.4 KB)

Ans1_4.pdf.docx (30.4 KB)

Ans1_4.pdf.docx (30.4 KB)

Ans1_4.pdf.docx (30.4 KB)

Student Name: Alexandr SHELKOVNIKOV (USI: 71813)

1. What current and potential market segments are?

25/09/2019 08:49AM Satisfactory Answer

25/09/2019 08:49AM Satisfactory Answer

1. What are your marketing goals?

25/09/2019 08:49AM Satisfactory Answer

2. What are the four main sources of entrepreneurial marketing ideas?

Student Name: Alexandr SHELKOVNIKOV (USI: 71813)

25/09/2019 08:49AM Satisfactory Answer

25/09/2019 08:50AM Satisfactory Answer

a. Increase sales by 10% in the next 12 months.

Student Name: Alexandr SHELKOVNIKOV (USI: 71813)

25/09/2019 08:50AM Satisfactory Answer

a. Knock out factors.

◦ Knock out factors.

25/09/2019 08:50AM Satisfactory Answer

The Australian Hardware Store

Student Name: Alexandr SHELKOVNIKOV (USI: 71813)

25/09/2019 08:50AM Satisfactory Answer

Ans5_2.docx (24.2 KB)

25/09/2019 08:50AM Satisfactory Answer

To: General Manager

Three potential marketing opportunities were discussed and assessed:

In order these opportunities to be successful and financially viable, it is recommended:

1. For the increasing market share of DIY products, to make sure: