BSBMKG507 - Assessment Task 2

Assessment
Task 2
Interpret market trends and
developments
BSBMKG507
Student Declaration
To be filled out and submitted with assessment responses
◻ I declare that this task and any attached document related to the task is all my own work and I have not
cheated or plagiarised the work or colluded with any other student(s)
◻ I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me
according to the process explained to me
◻ I have correctly referenced all resources and reference texts throughout these assessment tasks.
◻ I have read and understood the assessment requirements for this unit
◻ I understand the rights to re-assessment
◻ I understand the right to appeal the decisions made in the assessment
Unit Title
Unit Code
Student name Sarina Janjaeng

Student ID 47794
number
Student Date
signature
Task Number 2 14 Apr 2021
------OFFICE USE ONLY-----
For Trainer and Assessor to complete:
◻ Student requested reasonable adjustment for the assessment
BSBMKG507 - Interpret market trends and developments 2021 Page 2

RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege.edu.au
Completed successfully Comments Y N D
N
S
Did the student satisfactorily:
The student has satisfactorily completed and ☐ ☐ ☐
submitted the following:
Task 2.1
• A completed Report (Template 1)
Task 2.2
• Small paragraph on the visual

improvements identified (up to 200 words)
• Presentation slides (including notes)
• Observation checklist 2.2
Demonstrated ability to: ☐ ☐ ☐
· apply statistical and qualitative analysis

techniques to identify:
o current business performance
o competitor performance
o potential threats and opportunities
This is evidenced by:

· apply qualitative and forecasting techniques

to identify:
o success of marketing activities
o over and under-performing products
and services
o existing and emerging market needs


Completed successfully Comments Y N D
N
S
Did the student satisfactorily:
• document the analysis of market data

including visual presentation of findings.

• Small paragraph on the visual
improvements identified (up to 200 words)
• Observation checklist 2.2
When collaborating with the group, the student ☐ ☐ ☐

has actively participated in group work with a
substantial contribution that can be assessed
individually for all the requirements of this task.
Task Outcome: Satisfactory ☐ Not Yet Satisfactory ☐
Student Name: Sarina Janjaeng
Assessor Name:
Assessor Signature:
Date:

Table of Content
Task 2 – Interpret market trends and developments.....................................................................................7

Task 2.1 Analyse and report on market trends..............................................................................................................10
Task 2.2 Present the analysis on market trends.............................................................................................................20
Appendix 1 – Case study...........................................................................................................................22
Appendix 2 – Legislation, regulation, standards and codes of practice......................................................38

Task 2 – Interpret market trends and developments
Task summary and instructions
What is this assessment task For this assessment you will work with a marketing team to analyse
about? and report on market trends relevant to the case study.
The assessments are based on the case study of a social enterprise-

Street Uni Clothing (Appendix 1). You will also need to access Appendix
2 – Legislation, regulation, standards and codes of practice.
This task comprises of the following assessment methods:

o Case study
o Project work
o Report writing
o Presentation
It has been designed to evaluate your ability to/competency in:
· apply statistical and qualitative analysis techniques to identify:

o current business performance
o competitor performance
o potential threats and opportunities
· apply qualitative and forecasting techniques to identify:
o success of marketing activities
o over and under-performing products and services
o existing and emerging market needs
· document the analysis of market data including visual presentation
of findings.
Your assessor will be looking for demonstrated evidence of your

competency in the above.
You are required to address the following:

· Task 2.1 Analyse and report on market trends
o Work with a marketing team to first analyse and then develop
a report on market trends
· Task 2.2 Present the analysis on market trends
o develop a presentation of your report findings
Although the assessment requires group collaboration to simulate a

work environment, the assessment submission is individual, and it will

be marked as such.
What do I need to do to · submit the completed assessment tasks, according to instructions,
complete this task · complete the tasks with sufficient detail and present them in a
satisfactorily? professional manner,
· use your own words and reference sources appropriately,
· meet the word count where required,
· use the scenario provided,
· use the templates provided where required,
· for your performance to be deemed satisfactory in this assessment
task you must satisfactorily address all of the assessment criteria,
· if part of this task is not satisfactorily completed you will be asked
to complete further assessment to demonstrate satisfactory
performance.
Specifications You must deliver/participate in:
· Work with a marketing team to first analyse and then develop a

report on market trends
· Work with your team to develop and present a presentation of
your report findings.
You must submit to GOALS
· A completed Report (Template 1)

· Presentation slides (including notes)
· Observation checklist 2.2
Resources and equipment • Computer with Internet access

• Access to Microsoft Office suites or similar software
• Learning material
• Scenario for assessment as provided
• Appendices as provided
• Relevant policies and procedures as provided
• Templates as provided

Re-submission opportunities You will be provided feedback on your performance by the Assessor.
The feedback will indicate if you have satisfactorily addressed the
requirements of each part of this task. If any parts of the task are not
satisfactorily completed, the assessor will explain why, and provide
you written feedback along with guidance on what you must
undertake to demonstrate satisfactory performance. Re-assessment
attempt(s) will be arranged at a later time and date. You have the
right to appeal the outcome of assessment decisions if you feel that
you have been dealt with unfairly or have other appropriate grounds
for an appeal. You are encouraged to consult with the assessor prior
to attempting this task if you do not understand any part of this task
or if you have any learning issues or needs that may hinder you when
attempting any part of the assessment.
Complete the following activities:
Task 2.1 Analyse and report on market trends
For this assessment you will work with a marketing team to first analyse and then develop a report on
market trends that are relevant to the marketing of social enterprise - Street Uni Clothing (Appendix
1).
For this first task you will need to respond to the social enterprise - Street Uni Clothing case study
(Appendix 1), and as a follow-up to Assessment Task 1. You will develop a report on market trends
that are relevant to the marketing of social enterprise - Street Uni Clothing.
Use the templates provided below and follow the instructions.
Instructions
1. During week 1 class form your marketing team with 5 or 6 other students.
2. Read the Street Uni Clothing case study (Appendix 1) and visit their website and social media
profile.
3. Work with your team to research and complete Template 1- Report (below).
4. You must apply the appropriate statistical, analysis and forecasting techniques.
• Use statistical analysis of market data to interpret market trends and developments

• Use measures of central tendency or dispersion and correlations between sets of data for
quantitative interpretation of comparative market data
• Perform qualitative analysis of comparative market information as a basis for reviewing
business performance
• Analyse the market performance of existing and potential competitors and their products or
services to identify potential opportunities or threats
5. Your report must include visual representations of data where appropriate- for example, charts,
tables, and other visual elements.
5. Your report should be now longer than 6 pages long.

6. Submit to GOALS:
o Completed Template 1 - Report
Template 1 -Report

Marketing report
Executive summary
The Street University offers young people a variety of services and programs specifically
designed to guide, support and transform their interests into vocational and educational success
delivered amidst familiar cultural settings. The programs are both traditional learning opportunities
(employment workshop), and creative/performance workshops that are aimed at building both
creative skills and self-esteem for the participants.
The Street University Clothing is a social enterprise operating in a challenging environment for
youth at risk from a variety of factors including substance abuse, family issues and education and
employment opportunities. It is an entrepreneur program that aims to equip young people with the
skills and practical experience required to start their own small business ventures. They specialise
custom tee printing using a vinyl transfer process. Materials are precision cut and heat pressed on
100% cotton T-shirts- sourced from local and international suppliers.The Street University Clothing
Label is a new and innovative Ted Noffs Foundation initiative that gives young people the chance to
set up and run a multidimensional business and instil values, dignity, confidence and self-reliance.
The youth involved will: 1) learn the entrepreneurial skills necessary for establishing and managing a
business; 2) acquire the experience essential to working in a structured business environment; 3) be
educated about business etiquette; and 4) hone their individual talents and redirect them in ways that
contribute to the business vision. In addition to vocational and educational development, the business
vision involves a deep commitment to cultural diversity and youth empowerment.

Table of contents
A table of contents will let the potential client know exactly what will be covered in the business
proposal. If you're sending your proposal electronically, include a clickable table of contents that will
jump to the different sections of the proposal for easy reading and navigation. Including detail as
below
1. Executive summary, details exactly why we are sending the proposal and why your solution is the
best for the prospective client. (More detail at the Executive summary topic)
1. Event Overview; The Street Uni Clothing is an entrepreneur program that aims to equip young
people with the skills and practical experience required to start their own small business ventures.
They specialize custom tee printing using a vinyl transfer process. Materials are precision cut and
heat pressed on 100% cotton T-shirts- sourced from local and international suppliers. There are a
number of locations for Street Uni’s and each one has a dedicated Facebook page, also uses
Instagram and YouTube to offer videos of performances from participants from various programs,
The Street Uni also runs a website to both promote the brand and sell products.
2. Recommended Services, The Street University offers young people a variety of services and
programs specifically designed to guide, support and transform their interests into vocational and
educational success delivered amidst familiar cultural settings. The programs are both traditional
learning opportunities (employment workshop), and creative/performance workshops that are
aimed at building both creative skills and self-esteem for the participants. These include:
Employment workshop, Breaking workshop
Artist development & recording,
Beat making & sound engineering
Street garden, Street cooking
3. Pricing; The Street University Clothing’s price
Individual custom designed T-shirts = average unit price $25.00
Corporate custom designed T-shirts = average unit price $25.00 (minimum order 10 units.)
4. Terms and Conditions, The Street University Clothing’s Legislation that may apply to the
development of marketing activity plans may include: Privacy Act 1998, Anti-discrimination,
WHS, Australian Consumer Law and Marketing Communication.
https://blog.hubspot.com/sales/how-to-write-business-proposal

Introduction
What’s the story?
The Street university grew out of and project created by The Ted Noffs Foundation based on the
pioneering work of the reverend Ted Noffs and the Wayside chapel in King cross, Sydney, Australia.
The street university is a youth delelovpment project, which provides various community based
services and interactive spaces for people aged between 12-25 years.
Currently, The Noffs Foundation CEO, Matt Noffs and his partner have built on the original
dream to offer an innovative range of services that cover vital treatment services for at-risk young
people and growing into new areas. Street university clothing is an entrepreneur program that aims to
young people with the skill and practical experience required to start their own business ventures
They specialise custom tee printing using a vinyl transfer process.
Market trends in online shopping and the use of social media
Market trends in online shopping and the use of social media to promote products and services
Popular channels such as Facebook and Instagram still hold No. 1 and No. 2 spots. According to
Hootsuite statistics, 87.1% of marketers in the United States choose to use Facebook as number 1 and
choose Instagram as number one. No. 2 was 75.3% in marketing by 2020. From this data, it is seen
that the two channels mentioned Is still the main channel that marketers still value. Both of these
channels are still popular. And is used for marketing. However, there are still other social media
channels such as TikTok and Twitter that are becoming hot And quickly gained popularity Especially
in teenagers until the early working age Considered as a new channel of opportunity to watch in
2020.
In addition, the strategy of using hashtags helps users find your content faster. So skilful
hashtaging is needed in 2020, which will help viewers find your brand more easily. By using hashtags
related to brands, products, and services.
Live video marketing makes viewers feel like they are talking directly to the brand, helping to
create a close feeling, which encourages engagement. Because viewers can interact Answer questions
or comments in real time. Nowadays, many platforms have created Live features to use more services
such as Facebook, Instagram, Youtube, Twitter etc.
https://stepstraining.co/strategy/update-digital-marketing-trend-2020

Changes in technology and digital marketing
• Changes in technology and digital marketing affecting marketing products and services
The challenge for marketers is to connect with customers through the internet in real time and
create opportunities that work with all social media. However, it is a good opportunity to get more
customers and take over the market with that product or service. Nowadays, we are able to easily get
information about products or services. That is, brands must keep an eye on online social networks in
order to publicise for customers. They can easily use various social media tools such as Instagram,
Facebook, YouTube or an interactive chat box.
Resource : case study
• Changes in technology and digital marketing in regards to data analysis and the information
relayed to marketers.
Data analysis is an internal organisational function performed by Data analysis that is more

than merely presenting numbers and figures to management. It requires a much more in-depth
approach to recording, analysing and dissecting data, and presenting the findings in an easily-
digestible format.
Their responsibilities around analysing data help the business managers make informed decisions
to drive the company forward, improve efficiency, increase profits and achieve organisational goals.
https://www.getsmarter.com/blog/career-advice/data-analysis-important-business/
New strategies around consumer behaviour and ‘individual customer journeys’
Consumer behaviour research is the scientific study of the processes consumers use to select,
secure, use and dispose of products and services that satisfy their needs. Firms can satisfy those needs
only to the extent that they understand their customers.
Starting with “What one buys”, consumers normally look for pieces of clothing that might highlight
their physical features. This is valid for men and women. Yet, among men, this concerning is even
more evident, for, while 68,1% of them assert that they look for pieces of clothing that might
highlight those features, only 60,8% of women do that.

SWOT analysis of the current Street Uni Clothing
Including identifying over-performing and under-performing products and services to be considered

for redevelopment or withdrawal.
Strengths
- Operating in this multicultural environment, the Street University opens up dynamic and
democratic spaces for marginalised and displaced cultures. Programs specialise in
channelling young people away from personally destructive and anti-social behaviours to
improved self-esteem, inter-communal co-operation and social engagement. Our services
involve parents, schools, local councils and businesses, the state government and
community and religious groups and leaders.
- The programs are both traditional learning opportunities (employment workshop), and
creative/performance workshop.
- Strong distribution network, Strong Brand Portfolio
Weakness
- The marketing of the products left a lot to be desired. Even though the product is a
success in terms of sale, but its positioning and unique selling proposition is not clearly
defined which can lead to the attacks in this segment from the competitors.
- Competition comes from other not for profit organisations vying to raise funds from donors
- There is no dedicated marketing team for The Street Uni Clothing social enterprise.

Opportunities
- The new technology provides an opportunity to Street Uni Clothing to practices
differentiated pricing strategy in the new market.
- It is supported by government funding for the organisation to provide support and
assistance to at-risk people.
Threats
- New technology developed by competitors or market destroyers may be a serious threat to
the industry in the medium to long term.

PESTLE analysis affecting Street Uni Clothing
Political
- Social programs are increasing being out sourced by governments who offer funding to
organisations to deliver support and assistance to at risk individuals.
Economic
- Economic forces play a very special role in the business environment. It was mainly
because recession had led to a decline in people’s purchasing power
Social
- Socially, potential buyers of street university clothing would be digitally savvy and be
frequent users of social media
Technological
- Technologically the world is undergoing a revolution in digital technology and the internet
of things, this has had an impact on how social enterprises market and sell their products
and services
Competitor analysis (social enterprises)
Competitors are important for businesses to develop better products and services and have the
opportunity to increase customers. The development of new distribution channels Penetrating the
competitors' market with our products / services The direct competition is not from for-profit
organisations looking to raise funds from donors - The Salvation Army, Mission Australia,
Headspace, World Vision, Fred Hollow Foundation. Therefore, Street Uni Clothing competes to keep
the donors catches the eye and makes them an ongoing supporter, not a single supporter. Including
finding volunteers to continue the mission of the organisation in the community
Resource : Learner Guide - BSBMKG507.pdf

Conclusion
Conclusions are drawn from evidence, analysis, interpretation and evaluation presented in the
discussion. Conclusions should follow logically from the discussion
The conclusions section should give:

• Key points
• Main findings.
Street University has cultivated important skills in young and underprivileged people.
Teaching them skills is one thing that will help them earn a living in the future. Which will help those
young people find their own passion, develop their interpersonal skills and leadership.
Street Uni Clothing business is a brand of fashion product in cloth and fashion industry that has
continued development brand through designs, materials, production, image and marketing. Due to
increasing number of fashion market, the business requires to conduct market research to meet
customer’s expectation. To identify the current market trend are:
- Conduct and analyse customer feedback
- To research the available source in market trend such as online, outsource course etc.
- Competitor observation: it provides big picture of the trend positioning. Competitor analysis can
be conducted by simply reviewing their available sources, customer reviews or social media channels


Recommendations
The recommendation section (when used – not all reports give recommendations) should present
your informed opinions, suggestions, possible actions to be taken, applications and
recommendations arising from a rational consideration of the discussion and conclusions.
For the digital medias trends, Everyone knows the importance of social media in marketing to our
brands. Social media is an important component of the Street Uni’s marketing and fund-raising.
There are a number of locations for Street Uni’s and each one has a dedicated Facebook page. The
Street Uni’s also uses Instagram to offer videos of performances from participants from various
programs. For the marketing budget for Street Uni Clothing we are focusing on digital marketing and
traditional events. And also youth and young people are knowing well how to use social media
effectively But for The Street University clothing, they focus on 3 main medias (Facebook, Instagram
and Youtube). To our group opinion they should attention to others social media platforms such as
Twitter, Tik-Tok, WhatsApp, or Tumblr. That is the best way to make another choice for them.
References
https://stepstraining.co/strategy/update-digital-marketing-trend-2020
Case study: The Street University Clothing
https://www.getsmarter.com/blog/career-advice/data-analysis-important-business/
Learner Guide - BSBMKG507.pdf
https://blog.hubspot.com/sales/how-to-write-business-proposal
Task 2.2 Present the analysis on market trends
For this task you will develop a presentation of your report findings, that will be delivered by your
established team from task 1 & task 2.1. Your presentation should:
• Not be longer than 15 minutes.

• Include visual graphics to support your analysis and findings (e.g. charts and graphs presented
in a slideshow).
• Include all of the headings from your report in Assessment task 2.1.
Instructions:
1. Work with your team to review the report you developed for Task 2.1.
2. Identify improvements you could make in relation to the visual elements. Write a small
paragraph on the improvements you have identified (Up to 200 words).
3. Plan, develop and prepare your presentation (to be delivered to your class in week 6).
4. You must use slide presentation software to develop you presentation.
5. Everyone in your team must participate in developing and delivering the presentation.
6. Submit to GOALS:
· Small paragraph on the visual improvements identified (up to 200 words)
· Presentation slides (including notes)

· Observation checklist 2.2

Appendix 1 – Case study
Overview
‘The Street University is a youth development project created by the Ted Noffs Foundation which
provides various community based services and interactive spaces for people aged 12 – 25. Our aim is
to help them realise their dreams, harness their potential and to create positive outcomes for their
lives and their community.
The Street University’s trained directors, mentors and facilitators use a multifaceted range of youth
work, counselling and community development techniques in order to combine progressive
approaches to social work with grassroots community participation. We experiment with the artistic
and social potential made possible by a uniquely Australian multi-ethnic, inter-faith, socially diverse
culture.

Operating in this multicultural environment, the Street University opens up dynamic and democratic
spaces for marginalised and displaced cultures. Programs specialise in channelling young people away
from personally destructive and anti-social behaviours to improved self-esteem, inter-communal co-
operation and social engagement. Our services involve parents, schools, local councils and businesses,
the state government and community and religious groups and leaders.
The Street University uses the commonality of cultural settings that are familiar and attractive to
young people to guide, support and transform their interests into vocational and educational success.’
Source: https://noffs.org.au/street-uni/about-us/about-street-uni/
History
The Street University grew out of The Ted Noffs Foundation based on the
pioneering work of the Reverend Ted Noffs and The Wayside Chapel in
Kings Cross, Sydney, Australia.
‘During the youth revolt of the 1960s, Noffs was attracted to what he saw as
the life-affirming side of the movement. Although aware of the problem of
drug-abuse and the alienation of youth, he believed that they were "...a part
of the paraphernalia behind the revolution, the symbolism behind the
revolt."
Noffs sought fairness and equality for all. With a focus on the practical, he raised funding from both
government and business to set up facilities for the disadvantaged; in many cases these projects were
the first of their kind in Australia.’
Source: https://en.wikipedia.org/wiki/Ted_Noffs
Noffs Foundation History

Founded in 1964, the Foundation for Aboriginal
Affairs sought to assist Aboriginal people

migrating to Sydney to find jobs and housing. Formed in association with Charles Perkins, Ken
Brindle, Ted Noffs and Bill Geddes,
Source: https://dictionaryofsydney.org/entry/foundation_for_aboriginal_affairs
Originally named The Wayside Foundation, Noffs Foundation was founded in 1970 by the Reverend
Ted Noffs and his wife Margaret Noffs.
During their remarkable careers of pioneering initiatives for young people, the Noffs established
Sydney’s first crisis centre in 1968, set up the first Drug Referral Centre in Sydney in 1967, co-founded
the Aboriginal Affairs Foundation in 1962 and co-founded Lifeline in 1963. Ted’s son, Wesley and his
wife Amanda Noffs took over the foundation after Ted suffered a stroke.
They renamed the organisation, The Ted Noffs Foundation. Wesley and Amanda worked alongside
academics to create the country’s first drug and alcohol rehabilitation centre for adolescents known as
PALM. The community and government immediately supported the idea and the work of Noffs
Foundation spread across Australia.
Fast Forward

The Noffs Foundation’s current CEO, Matt Noffs, the grandson of Ted Noffs, and his partner Naomi
Noffs have not only kept the family legacy alive, but have built on the original dream to offer an
innovative range of services that cover vital treatment services for at-risk young people, growing into
new areas - Moree, Blue Mountains, West Moreton and Western Sydney. ‘Our exciting new outreach
will be engaging hundreds of young people across New South Wales and Queensland.’
Source: Noffs Annual Report 2017.

Street University Services
The Street University offers young people a variety of services and programs specifically designed to
guide, support and transform their interests into vocational and educational success delivered amidst
familiar cultural settings. The programs are both traditional learning opportunities (employment
workshop), and creative/performance workshops that are aimed at building both creative skills and
self-esteem for the participants. These include:
· Employment workshop
· Artist development & recording
· Breaking workshop
· Beat making & sound engineering
· Street garden
· Street cooking

· Street art workshops
The Street Uni Clothing social enterprise.
Social Enterprise Definition

Social enterprises are businesses that trade to intentionally tackle social problems, improve communities,
provide people access to employment and training, or help the environment.
Source: http://www.socialtraders.com.au/about-social-enterprise/what-is-a-social-enterprise/social-
enterprise-definition/
Street Uni Clothing is an entrepreneur program that aims to equip young people with the skills and practical
experience required to start their own small business ventures. They specialize custom tee printing using a
vinyl transfer process. Materials are precision cut and heat pressed on 100% cotton T-shirts- sourced from
local and
international suppliers.
The values of Street Uni Clothing align very closely

to the vision of The Street University: "The Street
University is an urban learning facility. Street
University serves to empower young people to
find their own solutions through holistic and
multifaceted approach to education, creative
expression and career pathways."
Source:
https://www.facebook.com/pg/StreetUniClothing/about/?ref=page_internal

Street Uni social marketing
Social media is an important component of the Street Uni’s marketing and fund-raising. There are a number
of locations for Street Uni’s and each one has a dedicated Facebook page. Sites include:
The Street University Liverpool, The Street University Mt Druitt, The Street University Canberra, The Street University
Queensland
The Street Uni’s also uses Instagram to offer videos of performances from participants from
various programs.
file://localhost/Visit/ https/::www.instagram.com:explore:locations:289570329:the-street-
university-liverpool:

Marketing Street Uni Clothing
The street uni clothing’s marketing strategy uses both traditional media but emphasises social media to both
promote the brand and sell products.
The Facebook page features all traditional sections of a business page including general information,
an online store, featured pics, videos and reviews as well as a section for upcoming events and a
community link. There is also a location map as well as contact details.
The Instagram page features a number of posts including hashtags.

The Instagram page features videos mainly around performance and a number
of interviews from participants, educators and Noffs Foundation identities.
Visit: https://www.youtube.com/user/StreetUniMountDruitt/videos
Other marketing
The Street Uni also runs a website to both promote the brand and sell products.
Visit: https://street-university.com/home-page/
Data & Analytics

The Street Uni Clothing company has access to data and analytics from Facebook and Google but at this
stage, does not focus on these indicators or lacks the expertise – it doesn’t retain a partnership with an
analytics provider.

The Street Uni Marketing Plan (Excerpt)
Executive summary
The Street University Clothing offers young people a variety of services and programs specifically
designed to guide, support and transform their interests into vocational and educational success
delivered amidst familiar cultural settings.
Current Marketing Situation
Industry analysis + Competition
The Street University Clothing is a social enterprise operating in a challenging environment for youth
at risk from a variety of factors including substance abuse, family issues and education and
employment opportunities. Other ‘profit for purpose’ organisations include The Salvation Army,
Mission Australia, Headspace, PCYC.
The programs are both traditional learning opportunities (employment workshop), and
creative/performance workshops that are aimed at building both creative skills and self-esteem for the
participants.
Competition comes from other not for profit organisations vying to raise funds from donors – these
include The Salvation Army, Mission Australia, Headspace, World Vision, Fred Hollows Foundation.
NOTE: not all these organisations operate social enterprises.
Consumer profile (Individuals + businesses + organisations)
The Street University Clothing consumer profile includes 3 major segments that each have unique
needs and wants as well as other factors such as lifestyle. These are:
Individuals (Changing the world)
Individuals who purchase Street University Clothing would profile as socially conscious, healthy and
active and creative/innovative in their tastes in clothing. They would possibly be inter-generational
(from Baby Boomers to Gen Z) and be employed in the creative industries or at least have an interest
in art and ‘new’ music. They may see themselves as world changers. They would have some
disposable income and be familiar with social media. They may or may not have religious (or faith)
beliefs as Ted Noffs is non denominational.
Businesses (Getting what they need and helping people)

Businesses who purchase Street University Clothing would also profile as socially conscious, and
creative/innovative who may need to develop a promotional line of clothing for sale or for specific
marketing purposes such as events or social media. They would also possibly be inter-generational
(from Baby Boomers to Gen Z) and be running businesses with 50 or less employees. They want to
give back to society and would choose a social enterprise to do that.
Buyer Behaviour
Both individuals and businesses who purchase Street University Clothing would be active on social
media, have a social conscious and would be comfortable using technology to browse, source and
purchase clothing online.
Marketing objectives
The marketing objectives for Street Uni Clothing are quite broad with one SMART objective around
projected sales, and are as follows:
o To build the brand

o To achieve sales of circa $A200, 000.00 by end of 2018
o To attract donors
Environmental analysis
Political
Social programs are increasingly being out-sourced by governments who offer funding to
organisations to deliver support and assistance to at risk individuals. Funding for social enterprises are
a way for government to assist these profit for purpose organisations to ‘grow’ their own resources
instead of relying on taxpayer funding.
Economic
The Australian economy is currently in a strong position taking its lead from the record highs from the
US. However, this may not last in an ‘unstable’ global environment where problems are coming out of
the middle east, North Korea, Europe and the UK (Brexit), as well as the US itself. There are wars
raging in some parts of the globe.
Social
Socially, potential buyers of street university clothing would be digitally savvy and be frequent users of
social media. They would be socially conscious and care about a range of issues including social
support programs, and the environment and would be active on forums and use reviews to choose
suppliers. They would also be ‘individualists’ in their image choices for clothing.
Technological

Technologically the world is undergoing a revolution in digital technology and the Internet of Things.
This has had an impact on how social enterprises market and sell their products and services.
The Street Uni Marketing Team roles

Social Marketing Implementation
As the Street Uni has scarce resources, marketing implementation in regards to both creating and
uploading content is done quite haphazardly. A social marketing calendar is yet to be developed.
As previously mentioned, there is no dedicated marketing team for The Street Uni Clothing social
enterprise. Marketing team roles are shared by a number of Youth Workers, counselors and
coordinators involved in the enterprise who also have other jobs to do. They were chosen because of
their familiarity and creativity around social media.
There is also no planned ‘content calendar’ and content is developed and uploaded as required.
Team meetings to discuss the marketing are held via Skype as marketing teamers are spread across
the organisations sites and not necessarily situated at the Street Uni Clothing centre in Liverpool,
NSW. There is no formal structure or set dates for these meetings as this is yet to be fully developed.

Team member Marketing Role Timeframe
Sam A: Social media content producer As required

Youth worker
Aya C: Social media placement/upload As required

Clinical & Training Support
Coordinator
Bobby K: Social media placement/upload As required

Adolescent & Family Counsellor
Evaluation
Evaluation of the marketing strategy and tactics will be via a marketing audit that will be undertaken
at a 6-month period to gauge the effectiveness. This will be a formal process using an audit plan,
which is yet to be developed.
Controls
Control involves measurement, evaluation, and monitoring. Resources for marketing at the Street Uni
are scarce and costly so it is important to control marketing and make adjustments were necessary
include developing and uploading content.
Marketing Budget (excerpt)

The marketing budget for Street Uni Clothing is a case study scenario excerpt only* and focuses on
digital marketing and traditional events (one planed for June) around a 6-month timeframe operating
budget from January to June 2017. The total budget allocation is $25,000 for this period.
*It is important to note that this is a not for profit organisation with scarce resources. This budget
doesn’t take into account wages for internal marketing personnel who manage the marketing while
working in other areas of the organisation. There is no formal marketing department.
Item (Action programs) Totals
Website
Web Development
January February March April May June
$2,000 $2,000 $4,000

Photographers and video producers
$3,000 $2,000 $5,000

Social media marketing
Content Development
Writers, Photographers and Video producers
$4,000 $2,000 $6,000
Other promotions
Events
January February March April May June
$4,000 $4,000
Total $19,000
marketing
expenditure
Sales Budget 6 months actual (case study scenario excerpt)
Actual sales for the same period in the previous year.
Average unit sale price
January February March April May June Total Revenue

units
Individual 60 60 60 70 80 80 410 $10,250
custom
designed T-
shirts
Corporate 300 400 400 400 500 500 2500 $62,500

custom
designed T-

shirts
Total $70,250
Sales Forecast 6 months projected (case study scenario excerpt)
A projected sales forecast was developed based on sales for the same period in the previous year.
Average unit sale price
January February March April May June Total Revenue

units
Individual 120 120 120 120 120 120 720 $18,000
custom
designed T-
shirts
Corporate 500 500 500 500 500 500 3000 $75,000

custom
designed T-
shirts
Total $93,000
*Disclaimer: This case study is scenario based and although it contains actual information on the
organisation, components such as the marketing plan excerpt; details of the marketing team and the
budgets have been created specifically for training and assessment purposes. Actual documents, plans,
budgets and other operational details can’t be accessed as they are ‘commercial in confidence.”
The Street Uni Recordkeeping Policy and Procedures

Records should be stored securely, being careful to protect privacy, business and personal confidentiality,
and maintaining records as required by applicable laws.
● Create a personal subfolder within the server (using your name
as the subfolder name) to hold your day-to-day working files.
○ Do not store company data on your computer unless absolutely
necessary. Company data should be stored in the appropriate server drive. Unlike the servers
which are backed up automatically, data on your own computer is not backed up and your
work may be lost if you experience a system crash.
○ If you use a laptop and require access to files offsite, you will be

set up with offline files allowing remote access to server files away from the office.
● ‘Move’ completed files to the appropriate folder in your
department.
● Filenames:
○ Speak to your Manager regarding the filenaming conventions
used in your Department
○ For ease of operator identification, add your initials to the end of
each filename. For example, JulyConf-mq.doc (document about July Conference, keyed in by
XYZ)
● Back-ups:
○ Back-up copies of all electronic files on the server are made
twice weekly.
○ If you spend an extended time away from the office network
using a laptop, it is your responsibility to ensure local copies of company files are backed up.
Appendix 2 – Legislation, regulation, standards and codes of practice

1. Legislation and regulation
Legislation that may apply to the development of marketing activity plans may include:
· Privacy laws (Privacy Act 1988)
o How personal information is collected
o How it is used, kept securely and disclosed
o How accurate it is
o General right to access such information
· Anti-discrimination legislation
o Customers cannot be discriminated based on several characteristics such
age, gender, race, impairment, family status, religion, political belief
o Customers and employers must be treated equally
· WHS legislation
o It aims to ensure the health and safety of workers (including customers),
therefore it requires employees to identify, assess and eliminate hazards that
can be harmful for employees and customers
· Australian consumer law (Competition and Consumer Act 2010)
o It forbids marketing practices or activities that could harm companies,
employees, customers or government agencies including:
▪ Using misleading statements

▪ Attempting to restrict competition (unfair competition)
▪ Violating laws and regulations
▪ Engaging in activity that could damage the company’s reputation
2. Standards and codes of practice
Marketing plans may directly reference standards, best practice models and codes of practice.
These may be mandatory or voluntary.
Standards
Organisations must comply with mandatory standards under the Competition and Consumer
Act 2010; these standards include various safety and information standards for specific
products and services.
There are also voluntary standards that organisations adhere to in order to inspire consumer
confidence in the quality of goods and services provided. (ISO standards)
Codes of practice
Codes of practice are often written to help businesses minimise their risk of breaching
legislation that is relevant to their industry or business practices.
Mandatory industry codes of practice provide practical guidance and advice on how to achieve
the standard required by legislation.
A code of practice is not the law, but it should be followed unless there is an alternative
course of action that achieves the same or better standards, so they are enforceable under
the Act or Regulation.
Links to legislation and regulation include:
· Privacy Act : https://www.oaic.gov.au/privacy/the-privacy-act/

· Anti-Discrimination Acts :
https://www.humanrights.gov.au/sites/default/files/GPGB_quick_guide_to_discriminati
on_laws_0.pdf
· WHS: https://www.safeworkaustralia.gov.au/
· Contract Law : https://www.acc.com/resource-library/australian-contract-law
· Advertising : (https://www.accc.gov.au/accc-book/printer-friendly/29527
· Australian Consumer Law and Marketing Communication:
(http://www.marketingminds.com.au/regulation.html )

· Warranties and Guaranties : http://www.marketingminds.com.au/regulation.html
· Anti-competitive behaviour: https://www.accc.gov.au/business/anti-competitive-
behaviour
· Advertising codes and regulations:
https://www.communicationscouncil.org.au/public/content/ViewCategory.aspx?id=306
· Intellectual Property : https://www.ipaustralia.gov.au/about-us/legislation/ip-legislation
· Food safety standards:
https://www.foodstandards.gov.au/industry/safetystandards/Pages/default.aspx
Reading
Read the section on Legal obligations when marketing:
https://www.business.gov.au/Marketing/Marketing-and-advertising/Business-marketing


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Assessment

Student name Sarina Janjaeng

Task Number 2 14 Apr 2021

------OFFICE USE ONLY-----

For Trainer and Assessor to complete:

◻ Student requested reasonable adjustment for the assessment

BSBMKG507 - Interpret market trends and developments 2021 Page 2

• A completed Report (Template 1)

• Small paragraph on the visual

Demonstrated ability to: ☐ ☐ ☐

· apply statistical and qualitative analysis

This is evidenced by:

• A completed Report (Template 1)

Demonstrated ability to: ☐ ☐ ☐

· apply qualitative and forecasting techniques

This is evidenced by:

• A completed Report (Template 1)

BSBMKG507 - Interpret market trends and developments 2021 Page 3

• document the analysis of market data

This is evidenced by:

When collaborating with the group, the student ☐ ☐ ☐

Task Outcome: Satisfactory ☐ Not Yet Satisfactory ☐

Student Name: Sarina Janjaeng

BSBMKG507 - Interpret market trends and developments 2021 Page 4

Task 2 – Interpret market trends and developments.....................................................................................7

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Task summary and instructions

The assessments are based on the case study of a social enterprise-

This task comprises of the following assessment methods:

It has been designed to evaluate your ability to/competency in:

· apply statistical and qualitative analysis techniques to identify:

Your assessor will be looking for demonstrated evidence of your

You are required to address the following:

Although the assessment requires group collaboration to simulate a

BSBMKG507 - Interpret market trends and developments 2021 Page 6

work environment, the assessment submission is individual, and it will

· Work with a marketing team to first analyse and then develop a

You must submit to GOALS

· A completed Report (Template 1)

Resources and equipment • Computer with Internet access

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Complete the following activities:

Task 2.1 Analyse and report on market trends

Use the templates provided below and follow the instructions.

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5. Your report should be now longer than 6 pages long.

o Completed Template 1 - Report

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BSBMKG507 - Interpret market trends and developments 2021 Page 10

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What’s the story?

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Resource : case study

Data analysis is an internal organisational function performed by Data analysis that is more

New strategies around consumer behaviour and ‘individual customer journeys’

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Including identifying over-performing and under-performing products and services to be considered

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Competitor analysis (social enterprises)

Resource : Learner Guide - BSBMKG507.pdf

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The conclusions section should give:

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