Marketing

Opportunities
for BBQfun

BBQfun

1
BBQfun

Table of Contents
• Introduction
• Market Analysis
• Marketing Opportunities
• Recommendation

2
BBQfun
Introduction –
BBQfun company
• BBQfun was established in 2013 by
current CEO.
• BBQfun offers an extensive product range,
incorporating both local and imported
goods including BBQ, Outdoor Furniture
and BBQ accessories.
• BBQfun operates two stores, one in
Brisbane and one in Gold Coast.
• BBQfun is seeking business and marketing
opportunities that could lead to interstate
or national expansion if viable and
scalable.

3
BBQfun

Introduction – SWOT
1. Excellent staff. 1. Limited marketing budget .
2. Great retail store. 2. Struggle to continually fund the
3.
4. S
High consumer loyalty.
Competitive products in quality,
range and accessibility.
growing long-term repayment
plans
W
1. A growing market in a high 1. Competition from local low-price
growth area. independents.

O
2. Increasing sales opportunities
outside of our target area –
greater Brisbane.
T
2. Competition from national chains
moving into the Brisbane market.
3. A slump in the economy reducing
customer’s disposable income

4
BBQfun

Introduction – PEST
1. Government type and stability. 1. Stage of business cycle.
2. Regulation trends. 2. Currency and economic growth,
3. Tax policy, trade and tariff inflation and interest rates.
controls. 3. Levels of disposable income.
4. Likely changes in the political 4. Impact of globalization.
environment. Economic
Political
Socio-cultural Technological
1. Population growth and age 1. Impact of emerging technologies
profile. like online shopping.
2. Education and social mobility. 2. Impact of technology transfer.
3. Press attitudes, public opinion
4. Lifestyle choices.

5
BBQfun

Market Analysis – Market Profile

● Overview greater Brisbane area:

○ high population growth of 5% per year

○ new homes and renovated homes growing from a base

of 50,000 per year

○ low unemployment of 4.7%.

● Geographic:

○ a 30 km geographic area is the average store market

footprint

○ the total targeted population is estimated at 250,000.

● Demographics:
● Behaviour Factors:
○ male and female, ages 20–50
○ no concerns about debt; will borrow on the
○ high % of young professionals future to enjoy today
○ high % have attended college ○ looking for security in purchasing
○ an average household income of over ○ looking for the ‘house-proud’ factor in
$130,000. outdoor lifestyle purchasing.
6
BBQfun
Market Analysis – Markets Needs and
Trends
Markets Needs
1. Selection – a wide choice of options.
2. Accessibility – the patron can gain
easy access to the store with
minimal wait.
3. Customer service – the patron will
be impressed with the after sales
service and guarantees.
4. Competitive pricing – all
products/services will be
competitively priced relative to
comparable high end outdoor
lifestyle lines.
Markets Trends
1. Item quality – the preference for
high quality items is increasing as
customers are learning to appreciate
the quality differences.
2. Unique – our patrons appreciate the
opportunity to include outdoor
lifestyles in their home that stand
out from the mass produced and low
quality items.
3. Selection – people are demanding a
larger selection of choices; they are
no longer accepting a limited offer in
outdoor lifestyles.
7
BBQfun

Market Analysis – Competitors

Companies Products Price Quality Location

BBQfun Wide Medium Good Each store in

Brisbane and Gold
Coast.
The Yard Limited selection, High Quite good Not in Brisbane.
significant depth

BBQ’s R us Broad range, Cheap Low One store in

imports Brisbane. Mostly
in Melbourne and
Adelaide.
Outdoorz Mass markets Cheap Low to medium Per city
outdoor lifestyles

All local Vary depending on Average item Vary Local

owner preferences sale price is $250
independents

8
BBQfun

Market Analysis – Marketing Share

9
BBQfun

Market Analysis – Marketing Mix

1. Wide range include BBQ,
outdoor furniture and BBQ
accessories.
2. Good quality
3. Excellent customer service
1. Comparable prices for
comparable quality Wide range.
2. Push value over cheap and back
this up with a three year
guarantee.

Product Price
Promotion Place
1. Ads and inserts in the Brizzy. Two retail stores.
2. Promotions will take the form of
in store entertainment and
competitions with prizes to
exotic overseas destinations

10
BBQfun

Market Analysis – 2015 Sales

Item Average Average Average Units Revenue Gross profit
price COGS contribution on sales

BBQ $600 $300 $300 8,330 $4,998,000 $2,499,000

Outdoor $850 $420 $430 3,500 $2,975,000 $1,505,000

furniture

BBQ $50 $30 $20 40,000 $2,000,000 $800,000

accessories

Total $9,973,000 $4,804,000

Notice: The break-even analysis indicates that $8 million in sales per year is the
break-even point.

11
BBQfun

Market Analysis – Legislation

● Internal legislation

● Privacy Act 1988 (Cwlth)

● Anti-Discrimination Act 1991 (Queensland)
● Competition and Consumer Act 2010 (Cwlth)
● Spam Act 2003 (Cwlth)
● Australian Direct Marketing Association (ADMA) Code of Practice
● Free TV Australia Commercial Television Industry Code of Practice
● Australian Guidelines for Electronic Commerce.

12
BBQfun

Marketing Opportunity 1 – Online

shopping
Survey New product Product Product replacement
acquisition upgrade

Will buy online 100% 100% 100%

Will pay delivery 100% 100% 100%

charges for online
purchases

*FY2014 customer survey results (survey of 500 customers)

13
BBQfun

Marketing Opportunity 2 – Regions

Expanding
1. All competitors
are expanding
and want to
reach more
regions.
2. Expand to
other places in
QLD and other
states.

14
BBQfun
Recommendation 1 – Online
Shopping

1. BBQfun official website.

2. Online shopping platforms like Amazon and E-bay.

3. Do more promotions and ads online like Google SEO and social
media which is cost-effective and you can track every dollar you
spent on ads.
15
BBQfun
Recommendation 2 – Cooperating
with Local Independents For
Expanding
1. All competitors are expanding and want to reach more
regions, so should I.
2. Local independents account for 40% of whole market
share.
3. No huge cost. Opening stores by ourselves could be a risk.
4. Can reach more regions fast.

16
BBQfun

The End.

Thanks.

17
 Assessment Cover Sheet
ASSESSMENT TASK 2
BSBMKG501
Identify & Evaluate Marketing Opportunities
BSB51918 Diploma of Leadership & Management

Student Name: Yutung Kao(Kimmy)

AAC170631
Student ID Number:
Assessors Name: Nahid Farzana

Submission
Assessment Due: Week8
Date:

Assessment Tasks Satisfactory Not Yet Satisfactory Did Not Submit

Assessment 2-Presentation & □ □

□
Reflection

Feedback to Students:
18.1

ASSESSOR’S DECLARATION:

I hereby certify that the above student has been assessed by myself and all assessments are carried out as
per the Academy’s Assessment Policy & Procedure.

I declare that the student’s work evidence is current, authentic, valid and sufficient
18.3 18.2

ASSESSOR SIGNATURE ____________________________ Date: ______________

Student’s signature Kimmy Kao

BSBMKG501 Identify and evaluate marketing Opportunities-Assessment 2_V1_2020

Page 1 of 18
 Assessment Submission rules and conditions

Read all the instructions below before attempting the assessment task. Assessment tasks are tools
used to determine if you have the knowledge and skills to complete tasks to industry standards
within the workplace. Your trainer/assessor will help you throughout this task and it is your
responsibility to provide enough evidence to justify a competent decision by the trainer/assessor. If
you do not understand the questions or what is required, ask your trainer/assessor for assistance.

 For group assessments, all students are to contribute to the assessment tasks. You must
work in groups when the assessment is required and when that is the case you will be
allocated in to groups by your trainer in the class; hence your active presence is necessary
 Role play/presentation if part of the assessment must be done by all students. Photos or
video may be taken as part of the evidence.
You are to complete all tasks by the due date and assessments must have a coversheet attached.
Online submission opens one week prior to the due week and cut-off date is set on Sunday at
11:55pm in the week of due date. If you think you do not have enough time to complete the tasks
by the due date, discuss with the trainer/assessor the reasons of why you cannot submit on time.
Assessment tasks submitted late may not be accepted by your trainer/assessor, leaving the learner
with a Did Not Submit (DNS) result.

Writing your responses

When answering questions, ensure that your answers are detailed enough so the assessor can draw
a conclusion that you have the knowledge and/or skills to demonstrate competency. When
producing reports, please make sure that your project has the following complete information:

A Title Page, Table of Contents, Page Numbers, Reference List, ensuring that your answers
thoroughly match the questions asked.

Answer all questions in your own words to avoid plagiarism.

Plagiarism/ Academic Misconduct

Plagiarism by a student will result in an automatic ‘NYS’, and as well as being recorded, may result in
further disciplinary action such as a student’s exclusion from a course. Plagiarism is presenting and
using someone else’s work, writings or ideas as your own with or without their consent.

Some examples of plagiarism as follows

 Presenting work by another individual as one’s own unintentionally

 Handing in assessments markedly similar to or copied from another student
 Handing in assessments without the sufficient acknowledgement of sources used, including
assessments taken totally or in part from the Internet

Academic misconduct is a serious matter and any breach of misconduct will be treated seriously as
per the Policy of the organisation. Impersonating or allowing another individual to impersonate you,
for the purpose of completing an assessment or presentation is considered a fraud.
Marking of Assessments

On submission of your assessment it will be marked for a result of either Satisfactory (S) or Not Yet
Satisfactory (NYS). If you receive a NYS result, you will be asked to redo the tasks again. To achieve a
competent result with this unit, all tasks need to be completed and marked as satisfactory. Your
trainer/assessor will provide feedback to you on each task, outlining where you must improve to
achieve a Satisfactory (S) result. When all tasks are marked as Satisfactory (S), you will receive a
result of Competent (C) for this unit otherwise, you will be marked Not Yet Competent (NYC).
Assessments submitted to the trainer/assessor after the due date may not be accepted, and you
may have to a resubmission fee.

Submission requirements

If an assessment is not submitted in accordance with the submission requirements, then it will be
deemed as being non-compliant. Non-compliant submissions result in pending on being marked and
/or recorded NYS.

 All submissions must be done by PDF file. The Student is required to convert word file
assessments, PowerPoint presentation and other attachments to PDF before submitting.
 The first page in the file must be cover page. It must contain student name and student
number.
 The Student is allowed by default to upload up to five documents on each submission. You
must upload each file separately. You must not upload zip file.
 Submissions from overseas are not allowed as students are required to be in Australia to
attend their regular classes.

Assessment appeals

Appeal process – You can appeal your results in writing to the Director of Studies within 2 weeks of
the assessment outcome; if you feel the decision made by your assessor was incorrect. Please refer
to your student handbook for information on assessment appeals for the required steps to appeal
this decision.

---------------------------------------------------------------------------------------------------------------------------
 Introduction
In this assessment, you will focus on an organisation of your choosing. This could be an
organisation that interests you or where people in your personal or professional network
are employed. It could be your current or former workplace.
You are required to make a presentation about the operational impacts of implementing a
marketing plan for new marketing opportunities.
Consider the following points before starting work on this assessment:
1. Ideally, you will have already completed Assessment 1 and will base your
presentation on the Assessment 1 marketing plan.
2. If you do not use the marketing plan from Assessment 1, you will need to undertake
research and evaluate your findings to make at least two specific recommendations
for new marketing opportunities for the organisation you have selected.
3. You will need access to the strategic plan for the organisation that you select as the
basis of your assessment.
Instructions

Follow the instructions to present a marketing plan to an audience. Your trainer/assessor

will explain to you the arrangements for your presentation. You should confirm the
technology, accommodation and resources that are available for your presentation.
Audience members will adopt the role of key stakeholders in the organisation. You must
respond to questions and feedback from the audience during the presentation.

A. Presentation
Deliver a fifteen to twenty-minute presentation where you:
1. Introduce the organisation by explaining products and services, current market, brand
recognition, competitors, challenges and strategies. You must identify at least one
business and one marketing need.
2. Describe two entrepreneurial, innovative marketing opportunities for an organisation
of your choice. Your description must address:
 potential contribution to the organisation’s strategic goals
 organisation’s capability to implement your recommendations
 impact on current business operations and customer base
 environment analysis (costs, benefits, risks, opportunities and financial liability
 probable return on investment
 potential competitors
 form, channel and mode of communication to be utilised in new marketing activities.
 Note: You must list the sources you used to research marketing opportunities in the
reference section of the presentation file that you submit for assessment.
3. You must rank the marketing opportunities you are recommending based on their
viability and likely contribution to the business.
4. You must detail the changes that will be required in the organisation’s operations to
implement your recommendations. This is the key focus area of your presentation.
Address operational changes:
a. technology
b. new or revised policies and procedures
c. support strategies for existing customers
d. premises, equipment, tools
e. human resources
f. resources required
g. viability of making changes.
5. Conclude your presentation with a brief summary of how successful implementation of
your proposal likely fits with organisational goals and capabilities.
6. You must allow sufficient time for stakeholders to ask you questions either during or at
the conclusion of your presentation.
7. You should carefully review the observation checklist at Appendix A to familiarise
yourself with the criteria your trainer/assessor will be using to judge your presentation.
8. Submit as part of your assessment the electronic version of your presentation and any
supporting resources you shared.
B. Reflection

You must submit a reflective statement (approximately 750 words) that addresses the two
focus areas below.

1. Following your presentation, evaluate audience feedback and your personal reflection
on the presentation to identify improvements you could make to your
recommendations and related marketing plan. You should also consider whether you
would revise your recommendations now that you have stakeholder feedback about the
viability of the changes required in the organisation’s operations.

My PowerPoint presentation Is very interesting about BBQfun produce and good

represent of marketing plan.

In term of my personal refection, I would say I was very delightful and enjoy to share
the information of BBQfun while I was presenting because I had been searched the
data and information that I am very want to share a good experience to my
classmate. Some of my presentation as the opportunity development of BBQfun, I
shared a good thing which is I was talking about Eco-friendly that I got recommended
from my classmate about part of product development as I provide an advice about
eco-friendly which is “if you can reuse it, you just refused it” that related to
BBQfun’s marketing plan.

2. The creative process you followed to develop your original ideas for the format, channel
and medium for the proposed new marketing activities. Write about such aspects of
your process as exploration, analysis and critical thinking.

The company did not have a traditional marketing department and relied more on
unconventional products, wacky product names, in-store advertising, word of mouth
advocacy, and public relations. BBQfun had developed an evangelical customer base,
which included many restaurants. differentiated itself from other retailers of food
products due to its innovative products, superior customer service, and
unconventional marketing approach. The case also discusses the views of some
analysts who felt that the absence of a regular marketing department might prove
counterproductive for the company. With the competition in the ethical cosmetics
market expected to increase, some experts also felt that BBQfun, which had thus far
remained an independent, private firm, could find it tough to stay competitive in the
long run if it did not go public.

3. Explain the principles of marketing and the marketing mix.

BBQfun’s marketing mix is comprised of these following approaches to pricing, distribution,
advertising and promotion, and customer service:
● Pricing – while BBQfun will price at comparable prices for comparable quality, it will not be
cheap. We emphasise value over price and back this up with a three year guarantee.
● Distribution – BBQfun products will be distributed through two retail stores which
customers can access easily via the large car parking arrangements.
● Advertising and promotion – the most successful advertising will be ads and inserts in the
Brizzy as well as a PR campaign of informational articles and reviews also within the Brizzy.
Promotions will take the form of in-store entertainment and competitions with prizes to
 exotic overseas destinations. Social media is considered not viable or practical considering
low participation among targeted segments.
● Customer Service – BBQfun’s philosophy is that whatever needs to be done to make the
customer happy must occur. This investment will pay off with a fiercely loyal customer base
which will recommend BBQfun to friends.
 Appendix A

Observation Checklist
Presentation
FAMILY NAME:Kao GIVEN NAME(S):Kimmy

UNIT CODE: BSBMKG501 Date:

Description of what the assessor expects to see Yes/No Comment

the student doing in the course of the project

Introduces themselves and used interpersonal skills 34.1

(body language, tone, pace, etc) to build rapport

Explains the purpose of the presentation

34.2

Outlines the structure of the presentation

Let the audience know that they will be required to

give feedback at the conclusion of the presentation

Invites the audience to ask questions either during

and/or at the conclusion of the presentation

Introduce the organisation by explaining products

and services, current market, brand recognition,
competitors, challenges and strategies

Articulates two marketing opportunities for the

organisation:

 potential contribution to the organisation’s

strategic goals
 organisation’s capability to implement your
recommendations

 impact on current business operations and

customer base
 environment analysis (costs, benefits, risks,
 opportunities and financial liability

 probable return on investment

 potential competitors
 form, channel and mode of communication
to be utilised in new marketing activities
Ranked the two opportunities based their viability
and likely contribution to the business

Detailed the changes that will be required in the

organisation’s operations to implement the
recommendations

Uses paraphrasing to confirm understanding

Communicates complex ideas in Plain English (free

of jargon)

Responds appropriately to questions

Uses body language that displays a positive,

confident manner.

Takes notes to record feedback

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 Index of comments

18.1 No presentation has been done in front of me. No photo evidence is available.

As assessment 1is connected to assessment 2 and most of the answers are wrong in both of the
assessments.

18.2 9/3/2020

18.3 Nahid

34.1 No presentation has been done in front of me no photo evidence

34.2 Most of the slides are irrelevant to the questions

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