Assessment Tasks: Qualification: Cluster Number and Name: Units of Competency: Student's ID: Assessor's Name

ASSESSMENT TASKS
Qualification: BSB42415 Certificate IV in Marketing and Communication

Cluster number and name: MCC4_2.2_Market profiling
BSBPRO401 Develop product knowledge
Units of competency: BSBMKG401 Profile the market
Student’s ID: Please insert student ID this column and on all pages,
Assessor’s name: Please ensure your name or assessor name is inserted.
STUDENT’S PLEASE NOTE:

 You must read the student assessment instructions prior to completing all assessment tasks.
 After you have completed all the tasks, you must declare that the completed assessment tasks are authentic and
completed by yourself by checking each point in the table below. You will also be required make an electronic
declaration of authenticity prior to submitting your completed assessment tasks.
Student declaration
I declare that:
 Acknowledgements
I am submitting work in this assessment pack that is my own, except where acknowledgement/s of sources are made.
I have not copied in part, or in whole, or otherwise plagiarised the work of others.
I declare that the material does not infringe the intellectual property/copyright of a third party and I understand that the
evidence may undergo electronic detection and used to make comparisons with other evidence submitted by current or
previous students.
The Units of Competence, Elements and Performance Criteria which I studied during the course were explained and I was
provided with adequate resources which enable me to complete this assessment.
The assessment tasks, assessment criteria and assessment due date(s) for this course were explained.
I was advised and I am aware of The Academy’s Policies including the Assessment Policy and the Assessment Appeals
Process.
I was given assistance from the trainer and/or other Academy staff during the study of this course when it was requested.
I understand that my feedback will be used for reporting purposes and continuous improvement.
I acknowledge that my personal and outcomes details shall remain confidential and will only be used for official reporting
purposes.
MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

Page 1 of 32
ASSESSMENT TASKS
ASSESSMENT TASK 1: KNOWLEDGE QUESTIONS

Assessment type: case study and scenario, written questions and activities
 You must successfully complete to be deemed competent in this cluster of units.
 You must respond to all questions and submit them to the Trainer/Assessor on due dates specified.
 You must answer all questions to the required level, and as per guides provided for each.
Applicable conditions
 Your assessor may ask you relevant questions on this assessment task to check understanding.
 No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.
 Where your answers are deemed not satisfactory after the first attempt, a resubmission attempt is allowed. (please note that
this may be also dependent on individual needs of students)
Assessment conditions, resources and equipment
Students are to have access to:
 computers, printers and information programs currently used by the tourism, travel hospitality or event industries to store
destination information
 current destination and general product information found in sales kits, brochures, product manuals, destination marketing
organisation information kits, electronic information sources and information databases
 internet and email, mobiles, generic computer software and applications such as computer operating systems and databases
Benchmark for Assessment
 You are expected to respond to all questions. Direction is provided on the expected length of your response. These
assessments will require a Short, Medium or Long response or as indicated.
 The following is a guide to the expected number of words for each of these categories unless otherwise indicated.
Short 50 + words
Medium 100 + words
Long 250 + words
Purpose of the assessment task

This assessment task is designed to evaluate and assess your knowledge:
 list sources of information for own organisation’s products and competitors’ products
 explain why it is important to discuss features, benefits, strengths and weaknesses when describing products
 summarise industry competitors, including products offered and potential buyer markets
 outline organisational policies and procedures, relevant to the sales process
 outline the key provisions of relevant legislation, regulations, standards and codes of practice that are relevant to the
sales process
 identify relevant information relating to the Australian Marketing Institute Code of Professional Conduct
 outline requirements of legislation affecting marketing roles
 explain data collection and analysis techniques
 outline relevant industry knowledge including:

Page 2 of 32
ASSESSMENT TASKS
 components of marketing mix

 elements of marketing planning
 explain marketing communications concepts and processes
 identify organisational structures, roles, responsibilities, business and marketing plans
 demonstrate knowledge of relevant product and service standards and best practice models
 outline relevant statistical terms used by the Australian Bureau of Statistics.
Instructions to the students
Read the case study and each question thoroughly before answering. If you do not understand any of the questions and activities
below, please speak to your assessor. Your assessor will provide you with feedback. Use the following link to access the Australian
Hardware website. This website will be used for the full assessment task. Please read the case study and scenario below and
complete all questions as indicated by the guides provided:
http://australianhardware.simulations.australiantrainingproducts.com.au/
If in case you cannot access the website, please speak to your assessor, the assessor will check and if for some reason the website is
not accessible the assessor will point you to information and documentation which will assist you with researching the company
and completing your assessment tasks.
Please note: If at any time it is found that your work was copied from another student, from a student from a previous class, or
from the internet or other media (where no references were provided), you will be required to meet the assessor who will quiz and
ask you questions about each topic below verbally to check your competency and understanding of the answers you provided. You
will also be required to resubmit your work, meet and discuss your work progress with the Student Serviced Coordinator.
Activities:
1.1. Case Study 1 “Australian Hardware”
Read the cases study as directed by your trainer and assessor.
Ensure to ask questions if you do not understand something in the case study. Do not start the assessment activities until you
understand the case study and the scenario and how you should proceed.
Case Study - The “Australian Hardware”

Australian Hardware opened its first store under the name of Percy's Home Goods in George St Sydney in 1921. Initially
specialised in the manufacturing and sale of small household furniture. The business expanded from one to four stores across
Sydney's northern and western suburbs.
In 1930, the demand for Percy's Home Goods began to decline and Mr Greenwright was forced to close three of the stores but
managed to sustain the business and all of its employees, even expanding back to two stores in 1937.
In 1941, declining consumer demand brought Percy's Home Goods to the brink of closure. Eric, Mr Greenwright's youngest
child, negotiated a contract with the Australian Armed Forces to provide a range of outdoor and camping equipment for the war
effort including tents, ground covers, lightweight furniture and cooking utensils. When Mr Greenwright was told, he handed
over the business to his son. Eric immediately initiated re-training the existing staff and modifying suppliers and equipment to
suit the new contract.
In the 1950s, Eric repositioned the business by trading wood and other hardware items. The business was re-named Australian
Hardware and an expansion took the business into all states over the next 10 years.
In 1982 Australian Hardware was listed on the Australian Stock Exchange and was offered to the public in a share float. The
business has continued to expand to now there are 138 stores and approximately 10,000 staff across the country.
Scenario:
As part of your Certificate IV in Marketing and Communication study you are looking for an organisation that employs staff
whose duties include Promotions and Marketing, in particular Market Profiling and selecting products. When you met with the
HR Manager at Australian Hardware she was more than happy to give you a place as an intern for a few weeks.
You are new to your work experience placement at Australian Hardware and if you demonstrate good attitude, learn well and

Page 3 of 32
ASSESSMENT TASKS
work well; then you may be offered a casual or permanent part-time role in one of the local stores, which would be great.
Since you expressed your desire to join the marketing and promotions team, Mirka, the HR supervisor, split your work
placement duties for the first 3 days of week 1 to give you most exposure to all services, products, procedures and processes of
the Australian Hardware. Your work placement is as follows:
 Day 1 – helping in the office at the back of the store. Here you will assist with some administrative duties and learn about
the processes in the back office area where all printing and local marketing team resides. After lunch you will be
communicating with our clients and customers and collect valuable information and feedback during the annual building
and hardware exhibition.
 Day 2 – AM you have been assigned to the hardware storeman (foreman’s) office. You will assist with general admin
duties and learn about how the foreman’s admin office functions and the types of products available. PM the foreman will
take you around the store and show you products and how the hardware hours is structured from one product to another
and why where products go matters seasonally for some. He will explain about how to read the pricing system and you will
help him with registering codes onto a new spreadsheet which coincidently is a part of data collection for market profiling
and results are given to the management and the marketing team at a staff meeting. The information that is collected by the
spreadsheet shows what items sell and when, identify local trends, local needs, local demographic, when, how, etc…
 Day 3 - AM work with sales team in their admin office which works close with marketing and promotions teams. PM you
will accompany one of the sales representatives on the road.
At the Australian Hardware’s Orientation day, you were given access to the staff intranet so you can familiarise yourself with
forms and learn about the organisation.
You are able to access this website via the web browser to find Australian Hardware’s policies and procedures, information, etc.
and forms. Use this link: http://australianhardware.simulations.australiantrainingproducts.com.au/
The Hardware store you have been asked to do your work placement in occupies a corner of an intersection, with good parking
at the back, the shopping area is a large and well ventilated shed. Offices are air-conditioned and comfortable in all seasons.
The store is well known and has good reputation with trade professionals and also with farmers. Recently the store has had an
increase of hobby and DIY customers as well as families who have the need to purchase and use the hardware stock and
customer services.
Bunnings is 25-minute drive away and this means that the local target market audience is plentiful to sustain good % of the
local and regional markets which is constantly changing.
A new House Estate opened in the same suburb and this means that the suburban DIY and families with children customers are
on the increase.
You have run a report based on the stores delivery states and overall store sales and realised that the customer demographic is
changing by 3% swing, on average, towards the newcomer moving into the new Housing Estate.
Prior to this movement the store has traditionally concentrated on local farmers and trade professionals. The store employs
petrol and diesel mechanics and generator repair professionals, lawn equipment repairs and spare parts, etc...
The store inside is not much to look at but everything that is needed and required by a hardware is there or can be ordered as
delivery to customer sites.
You would not call this store location family attractive, although WHS compliant, its more visited by tradesmen. There are
timber bits everywhere, the isles are dark because of the ceiling insulation to control the temperature.
Help to assist customers is also always available in the store. The store employs retired or current building industry
professionals so trade customers trust the information and advice they receive at the store.
Although the storemen are great with trade customers their manner of communication may not be suitable to dealing with
family members from the suburbs who have no understanding about the building trade.
Mirka mentioned to you that your work placement was scheduled just in time because they may have an opportunity for a job
placement. As store’s demographic is changing the store will need to adapt a different approach to the growing population of
newcomers and their needs.
The store may choose to train the current staff to improve their perspective and skills in providing appropriate customer service

Page 4 of 32
ASSESSMENT TASKS
to families and also / or employ new staff who have customer service experience and can learn and support the newcomers
needs and advise them about general products.
Keep the current specialised storemen and concentrate their skills in one area of the store for specialist advise when needed. The
store is considering to increase its section for leisure and outdoor entertaining.
The intranet system is informative. Your supervisor (assessor) gave you self-paced learning activities for week 1 so you can
learn about the Australian Hardware’s industry and the organisations, customer and employee responsibilities.
In particular, as you are interested in working in marketing you must gain good understanding of the hardware retail and
building industries so you do not miss any requirements for e.g. responsibilities of the organisation, management, staff,
contractors, suppliers and customers.
As you walk around the store and speak to the other staff members and customers and are starting to have a good idea of the
types of customers the store attracts.
Mirka has been asking lots of questions about your understanding and about marketing, sales and promotions of products. She
mentioned that the person who will join the team will be appointed to conduct market profiling and provide recommendations
to what customer audience we should market to and what product typed should be promoted and how.
As a new employee Mirka (your assessor) asked you to check and review the self-paced learning and the research for topics
which are helpful for this task.

Page 5 of 32
ASSESSMENT TASKS
Activities:
Read all the questions below and provide answers to each question.
1.2. Your self-paced learning activities guided you to review the Australian Marketing Institute website. Use the space below and
address the following points in reference to the scenario above.
a. List what information is available on this website that would be beneficial to you as an Australian Hardware employee;
and
b. Explain why marketing individuals should adhere to the Australian Market Institute Code of Professional Conduct; and
c. How many points does the Code of Professional Conduct have? and
d. Provide an overview of the code of conduct.
(guide: LONG - 250 words).
a)
b)
c)
d)
1.3. Your self-paced learning activities guided you to review laws and legislations for marketing and sales. Use the space below
and outline:
a. Explain how legislations may affect a marketing role within the Australian Hardware (guide: MEDIUM - 100-150
words)
b. Research the key points of legislations, regulations, standards and codes of practice that are relevant to the sales
process for the Australian Hardware and list minimum of 3 below.
You need to briefly list how they relate.
(guide: LONG – 50 to 100 words for each point)
a)
b)
1.4. Review the Australian Hardware website and the company profile and explain:
a. how the company would collect data prior to selecting what to market to the customers; and
b. what analysis techniques would be suitable for the company to conduct accurate analysis of the target consumers;
and
c. list the components of the marketing mix used to market Australian Hardware products to customers; and
d. discuss elements of marketing planning for the Hardware
(guide: LONG – 100 to 150 words for each point)
a)
b)
c)

Page 6 of 32
ASSESSMENT TASKS
d)
1.5. Explain marketing communication concepts and process that Australian Hardware can use.
(guide: MEDIUM to LONG -150 to 200 words)
1.6. Review all documentation that is available from the Australian Hardware website and list the following below:
a. The company structure
b. Roles and responsibilities (you may display the org. chart)
c. Business and marketing plans
(guide: LONG – 250+ words)
1.7. Explain products and services standards and best practice models that Australian Hardware marketing team should be aware
of.
(guide: MEDIUM - 100 - 150 words)
1.8. In your self-paced home based learning activity you were asked to research the Australian Bureau of Statistics (ABS) and
explain what ABS does. Use the space below and list relevant statistical terms used on the website.
(guide: MEDIUM – 150+ words)
1.9. Review Australian Hardware organisational documentation (from the website intranet – e.g. the business / marketing plans /
budgets etc…) and use the space below to:
a. list the products offered by the hardware; and
b. list and summarise industry competitors their strengths and weaknesses; and
c. list potential buyer markets; and
d. explain why it is important to discuss features, benefits, strengths and weaknesses when describing products to the
sales team and customers.
a)
b)
c)
d)
1.10. Locate the Australian Hardware organisational documents such as Policies and Procedures that are relevant to sales and
provide a list and an overview of each in the space below to explain briefly why they each are needed.
(guide: MEDIUM to LONG - list minimum of 5 with brief descriptions of each)

Page 7 of 32
ASSESSMENT TASKS

Page 8 of 32
ASSESSMENT TASKS
Assessor Checklist
Please ensure that assessors complete feedback below. your assessor will indicate and advise if he/she completed feedback in the
student portal for this task.
Students are not to move to assessment task 2 if they have not gain satisfactory outcome for task 2. The assessor will indicate
below if student can continue to task 2.
Date assessed: Satisfactory

Yes or No
All questions in this task were completed correctly as per guides provided for each  Yes  No
Student is able to continue onto Assessment task 2  Yes  No
Assessment task 1 is Satisfactory Yes  No  Was feedback provide on online? Yes  No 
Assessor’s overall feedback – as required (e.g. if student must resubmit or similar)

Page 9 of 32
ASSESSMENT TASKS
ASSESSMENT TASK 2: PROFILING THE MARKET

Assessment type: scenario, written activities, role-play and practical activities
 You must respond to all points and submit them to the Trainer/Assessor on due dates specified.
 Your assessor may ask you relevant points on this assessment task to check understanding.
This assessment task is designed to evaluate and assess your skills to:
 segment market
 identify target market
 profile target audience
 determine buyer needs and present key features and benefits of product to match needs, in accordance with
organisational and legislative obligations
 acquire knowledge of products in a specified area
 compare competitors’ products with own organisation’s products and communicate differences to buyer
 convert product knowledge into benefits
 develop positioning strategy develop a market positioning strategy that documents market segmentation, consumer
profiling, targeting and strategies relevant to a product or service being offered to the marketplace.
 evaluate competitors’ products use valid and reliable sources to gather information about the organisation’s products
and competitors’ products
Short 50 + words
Medium 100 + words

Page 10 of 32
ASSESSMENT TASKS
Long 250 + words

This assessment task is a project which will enable you to demonstrate your ability to profile the market based on the “Australian
Hardware”.
Use the following link to access the Australian Hardware website. This website will be used for the full assessment task. Please
review the website, its products and services, documentation and complete all tasks as indicted. The link:
Your assessor will provide you with documentation and additional information in case you may be having difficulties accessing
them on the Australian Hardware website.
The task will require you to demonstrate that you are able to:
 Segment the market
 Identify and profile the target audience
 Develop the positioning strategy
List all names (and student numbers) of your colleagues if they worked with you on any of the activities below. Your assessor will
check that you have demonstrated your understanding and skills in this assessment task independently and any information
provided is in your own words and that you have proven your own competency in all tasks.
Please note: If at any time it is found that your work was copied from another student from your class or previous class, or from
the internet or other media (where no references were provided), you will be required to meet the assessor who will quiz and ask
you questions about each topic below verbally to check your skills and knowledge. You will have to resubmit, discuss your work
progress and your assessment with the Student Serviced Coordinator.
Activities:
Read the scenario below and complete activities below as directed.
Scenario:
You have completed the work placement and Mirka offered you a part time position to join the Wollongong store regional
marketing team. The local marketing teams, in each Australia Hardware store, are responsible for regional marketing,
promotions and sales.
The head office understands that each Australian Hardware store has its own local community and therefore each regional
store is better to plan its own promotions, sales and marketing activities as its staff understand the local customers and their
needs.
However, and to ensure that the Australian Hardware’s brand is recognisable nationally, all stores must use the company’s
approved logos and formatting. The head office approves all national advertising campaigns, such as national TV and radio
ads.
The Wollongong team meets monthly which is generally attended by the marketing, sales, admin teams and all store
employees and managers from the timber and building sections as well.
You attended the latest staff meeting this week which was about promotions of new products. The store manager Zdenka, was
discussing how to best approach the marketing of the new products.
Zdenka stressed the importance of marketing segmenting. She explained that segmenting was one of the most important
building blocks in obtaining business and ensuring that the store selects suitable products for the local market. It is no good to
have hobby-based products for farmers and builders.
Getting the customer segments right is key to ensure that the Australian Hardware’s sales activities are successful. She wants
the local Australian Hardware’s customers to be segmented into distinct groups based on needs, behaviours and other traits

Page 11 of 32
ASSESSMENT TASKS
that they share.

The intranet provides all employees with useful information. As discussed in the meeting, your Wollongong team is now
working on profiling the market. You have been responsible to research and identify the information on the website and on the
internet; and identify information to be able to segment the market.
Access the link: http://australianhardware.simulations.australiantrainingproducts.com.au/ in the Academy, so that you can
access information and able to address the following points.
2.1. Access the Australian Hardware organisational documents, locate the information on the organisation that will assist you
with segmenting the market relevant to the hardware industry.
a. List the information you identified in the space below that will assist you to segment the market.
(guide: MEDIUM to LONG - 150 words)
b. Now that you have reviewed the information available from the intranet and the internet when completing point (a).
Select the best methods for segmenting the market in accordance with the Australian Hardware Marketing Plan and
other information you identified and list your choice of methods of segmenting the market below which you believe
is the most suitable.
(guide: MEDIUM to LONG - 150 words)
c. Market segmentation is based on differences in the consumption behaviour of different groups of consumers, taking

into account their lifestyles, patterns of buying and using, patterns of spending money and time, and similar factors.
Use the information you have identified and segment methods you chose and segment the market. List the
segmented markets below. You may choose to use a spreadsheet or a table to list the research and place the
information into the space below.
(guide: MEDIUM - 150 words)
d. Review the market segments for their usefulness and explain the factors in the table below. You are required to
address the following factors such as:
 size,
 potential,
 distinctive needs,
 easy identification of members or
 distinctive media use patterns.
(guide: list minimum of 3 segments in the table below)
Note: please review the information provided on the Australian Hardware website intranet
(guide: LONG)
Market segment you Factor Explanation and usefulness

identified

Page 12 of 32
ASSESSMENT TASKS
Size
Potential
Distinctive
needs
Easy
identification
of members
Media patterns
Size
Potential
Distinctive
needs
Easy
identification
of members
Media patterns
Size
Potential
Distinctive
needs
Easy
identification
of members
Media patterns
Other
e. From the table above recommend the market segments that would be the most beneficial to meet the Australian
Hardware marketing objectives.
As part of this activity identify, explain and choose any new market segmentation criteria to accommodate
upcoming changes for the store. You should check information that is most suitable to the segmentation criteria and
explain why the criteria is new or improved. (e.g. newcomers are a new market and demographic for the store)
List your choice in the space below and explain why you believe this being a suitable market segment.
(guide: MEDIUM to LONG - 150 – 200 words)
Market segment 1

Page 13 of 32
ASSESSMENT TASKS
Description on how this

marketing segment will best
meet marketing objectives
for the Australian Hardware
store
Market segment 2

store
Market segment 3 (new)
Explanation of new
segmentation criteria and
why

store
2.2. Identification of the target market is important for the business as it defines a segment of customers based on their unique
characteristics and focuses solely on serving them. Instead of trying to reach an entire market, a brand uses target
marketing to put their energy into connecting with a specific, defined group within that market.
In this activity you will be required to:
 Describe the total market and selected market segments (above) and describe the consumer profile
 Define the target market in terms of consumers and the types of products and services and use the selected
market segment descriptions to describe the target market
 Identify available Australian Hardware’s marketing options and select targeting strategies that best meet the
organisation and the store.
(guide: LONG – 200 - 250 words)
Market segments and

description of the customer
profile and descriptions of
the target market
Target market in terms and

the types of products and
services
Marketing options available

and approved
2.3. Profiling the target audience gives the market team opportunity to make more targeted marketing choices and ensures most
profitable approach.

Page 14 of 32
ASSESSMENT TASKS
However, audience profiling isn't just a method used to understand the target audience, it's also an important part of
crafting a unified goal and vision for the organisation.
In this task you will be writing a report of the profiled target audience which you will present at your next meeting with the
marketing team.
The report must meet the Australian Hardware’s requirements of language, format, content and level of detail. The report
will be describing:
 the market and the market segment
 the consumer profile including the consumer characteristics in statistical terms and data (or describe the
consumer profile as used by media), note: statistical data is available on the Australian Hardware intranet –
business / marketing plans,
 the consumer profile (such as: demographic and / or psychographic) in accordance with the marketing plan of
Australian Hardware
 consumer attitudes towards products and services being offered by the store
(guide: LONG)
Australian Hardware Pictures: or logos of Australian Hardware

formatting requirement of
for documents and reports  Must be situated at the top of the document
 Document tables and borders – red, green or blue (only if relevant)
Font: Calibri, Cambria, Arial or Arial Narrow:
 Cover page heading – 14pts – colour (red or dark green) – bold and Arial
 General or section heading – 12pts – colour – blue bold - Arial
 Normal font – 11pts – black
 Subheadings and bullet points 11pts or 10pts
 Paragraph – 6 pts before and after a heading or paragraph
 Notes and any explanation notes - Italic
 Special information to gain attention: underline and / or bold
Profile of the Market Audience Report
Prepare by:
Purpose of the report:
Date:
Reported to:
The market and the market

segment
Who is the target audience

– consumer profile and
characteristics

Page 15 of 32
ASSESSMENT TASKS
Demographic of the target

audience
Psychographic of the target

audience
Services and products

required
Target audience attitudes

and requirements
2.4. Role-play:
It is important to always try to differentiate your product or services from that of your competitors. Positioning strategy
helps establish your product's or service's identity with the purchaser.
Hold a meeting with the Australian Hardware’s marketing team and explain and confirm with them your findings and the
target audience you have profiled.
In this meeting you will be deciding and discussing the following:
a. your report based on the “Target Audience Profiling”
b. the store’s available positioning strategies and select some strategies to meet the Australian Hardware’s:
 marketing requirements
 consumer profiles
 identifying several options for the position implementation
(guide: LONG - 200 – 250 words)
Meeting Minutes – Marketing Meeting
Meeting heading:
Chair
Date:
Attendees
Headings Details and responsibilities
Target Audience Profiling

report completed
Positioning strategies
available
Strategies to meet marketing

requirements
consumer profiles

Page 16 of 32
ASSESSMENT TASKS
Different options
available for
implementation of
positioning
(minimum of 3
options)
Other
Finalised by the
2.5. An effective positioning implementation plan explains the needs of the customers, the market and the position of
competitors. The purpose of the implementation plan is to have set steps and a plan to ensure that the organisation is
prepared for the marketing to be well run and implemented.
a. After you have completed your meeting it is now time to finalise all information and put it into a report which must
be submitted to your marketing manager at Australian Hardware.
The report must be formatted as per Australian Hardware’s formatting requirements and should include:
 clear and well written information and reasoning
 Include a cover and index of items
 company marketing strategies
 the target audience. (It is essential for the marketers to first identify the target audience and then understand
their needs and preferences)
 Statistical data and other data identified from your research and analysis
 the product features
 unique selling points and propositions and ways to promote brands
 Competitors’ products and selling points and strengths and weaknesses
 How to maintain the position of the brand?
b. Develop an action plan and attach it to the report. The action plan should include”
 Timelines, targets and goals and outcomes for:
o which target audience will be focused on first, what time
o list the needs the target audience has that you intend to meet
o list your product/service's benefits that uniquely meet these needs.
(guide: LONG)
Positioning implementation plan
Target market:
Guidance: In one or two sentences, summarise the key statistics for your target market.
Background Analysis
The background analysis should give a snapshot of what you have already researched and what information you have identified.
Guidance: What are primary goals
Goal/Objective Description By when

Page 17 of 32
ASSESSMENT TASKS
Products:
Guidance: What products
Product/Service Description Price
Statistical data:
Target market:
Guidance: Summarise the key statistics for your target market.
Market research and environmental/industry analysis:
Guidance: What research have you completed to help analyse your market?
Customer profile:
Guidance: In a paragraph or two, clearly define your ideal customer
Customer Age Gender Ethnicity Education Location Lifestyle Values Interests
Competitor profile:
Guidance: list 3 competitors and their performance minimum.
Marketing Objectives:
Guidance: Summarise the key marketing objectives for your business.
Examples of SMART marketing objectives
 To achieve a xx % return on xx by xx (Profitability Objective)
 To gain xx % of the market for xx by xx (Market Share Objective)
 To make X brand XX more available to XX (Branding Objective)
 Detail your SMART marketing objectives in the table below:
Objective Specific Measurable Achievable Realistic Timely
Marketing Positioning Strategy:

Guidance: Use this section to detail the overall strategy you will use to position yourself within the market to meet your
customers’ needs.
 Your PRODUCT
 The PRICING of your product or service
 Your POSITION in the marketplace

Page 18 of 32
ASSESSMENT TASKS
 The PROMOTION of your product of service

 The PEOPLE in your business (salespeople, staff etc.)
 The PROCESS represents the buying experience
 The PHYSICAL environment where the good/services are presented
 PRODUCTIVITY and Quality is an essential part of meeting customer needs
Your PRODUCT
Guidance: Here you should describe your long-term product strategy in detail.
 What you will need to consider:
 What features and benefits do you offer?
 The unique selling position - what makes your product/service different from your competitors’?
 Potential spin-off products or services?
Product or Service Features Benefits Unique Selling Support Spin Offs

Position
Your POSITION in the marketplace

Guidance: Place refers to the channels and locations for distributing your product, related information, and support services.
This includes:
the place where the product/service can be bought
the distribution channel
Place represents the location where a product can be purchased.
Sales and distribution channels
Channel type Products/services Percentage of sales Channel strategy

(%)
The PROMOTION of your product

Guidance: State how you currently promote and market your business now (or intend to). Compare (where applicable) what your
competitors do for promotion, noting what does and doesn’t work for them as well as yourself. Regardless of how good
your business is, if you don’t promote it and tell people you exist, it’s unlikely you will make many sales.
Promotion is more than selling and advertising your business. It’s about attracting the right people to use and reuse your business.
There are a number of techniques to use and they can be combined in various ways to create the most cost effective strategy
for your needs.
Marketing mix choices
Product or Service Online Public Relations Advertising Promotion Packaging Branding
The PEOPLE in your business (salespeople, staff etc.)

Page 19 of 32
ASSESSMENT TASKS
Guidance: Every employee in your business (if you have them) can influence the marketing of your products and services.
Name Job Title Department Responsibilities
The PROCESS represents the buying experience

Guidance: Process represents the buying experience that the customer experiences when they buy your product or service.
Product or Service The Process Key Benefits Improvements
The PHYSICAL ENVIRONMENT where the good are presented

Guidance: The physical environment where your products or services are sold and delivered can have a significant impact upon
how your customers experience your business.
Name Selling Environment Delivery Environment Improvements
PRODUCTIVITY
Guidance: The more effective and efficient your marketing efforts are the more satisfied customers your business will create at a
lower cost.
Marketing Activity
Guidance: Once you have defined your marketing mix, the next step is to detail the specific activities that you will undertake to
achieve your marketing objectives.
Positioning implementation action plan:
Marketing activity/milestone Person Date of expected Cost ($) Success indicator

responsible completion
c. When your complete the report you are to email the report to your Australian Hardware Marketing Manager (your
assessor) and seek feedback form your manager.
(guide: use your SBTA email only. Copy and paste the email into the space below from your sent items as
evidence)
Students will be pasting the email into this space. This will be checked by the assessor. Assessor will provide feedback after
receiving the email.
d. Once you receive feedback from your manager you are to correct the report as per feedback copy and paste it here.
This will confirm the final copy of your report.
(guide: copy and paste)
Students will be copying and pasting their final copy of the report once feedback was received from the assessor. This MUST be
completed to demonstrate that review and final version was completed.

Page 20 of 32
ASSESSMENT TASKS

Page 21 of 32
ASSESSMENT TASKS
Your assessor will give you feedback.

Assessor must complete this form or this assessment task cannot be marked. Students are not to start working on task 3 if this task
is not marked and classified as Satisfactory.
Assessor’s observation checklist – Did the individual demonstrate the following: Satisfactory (yes
or No)
Date: Time: Duration: (mins)
Using effective communication skills such as listening, giving and receiving feedback, asking questions Yes  No 
Providing opportunities for participants to seek clarification on central ideas and concepts Yes  No 
Organising and chaired a meeting and responded to questions and contributed to discussions Yes  No 
Monitoring of non-verbal and verbal communication of participants to promote attainment of presented Yes  No 
outcomes during a meeting
Feedback on the above points:
Understanding the segmentation of the market process and details Yes  No 
Knowledge and skill to identify the target markets Yes  No 
Was able to use information to profile the target market and report on it to the team Yes  No 
Was able to develop a report and positioning strategy for the organisation Yes  No 
Summarised key concepts and ideas to prepare and develop a draft positioning strategy Yes  No 
Communicating electronically, emailed drafted report to management for feedback and corrected the Yes  No 
report to produce final copy of the report.
Satisfactory Assessment task 2 Yes  No  Was feedback provide on online? Yes  No 

Page 22 of 32
ASSESSMENT TASKS
ASSESSMENT TASK 3: DEVELOPING PRODUCT KNOWLEDGE PROJECT

Assessment type: scenario, written activities, role-play and practical activities
 You must respond to all points and submit them to the Trainer/Assessor on due dates specified.
 Your assessor may ask you relevant points on this assessment task to check understanding.
This assessment task is designed to evaluate and assess your skills to:
 segment market
 identify target market
 profile target audience
 determine buyer needs and present key features and benefits of product to match needs, in accordance with
organisational and legislative obligations
 acquire knowledge of products in a specified area
 compare competitors’ products with own organisation’s products and communicate differences to buyer
 convert product knowledge into benefits
 develop positioning strategy develop a market positioning strategy that documents market segmentation, consumer
profiling, targeting and strategies relevant to a product or service being offered to the marketplace.
 evaluate competitors’ products use valid and reliable sources to gather information about the organisation’s products
and competitors’ products
Short 50 + words
Medium 100 + words

Page 23 of 32
ASSESSMENT TASKS
Long 250 + words

This assessment task is a project, which will enable you to demonstrate your ability to profile the market based on the “Australian
Hardware”.
Use the following link to access the Australian Hardware website. This website will be used for the full assessment task. Please
read and review the website, its products and services, documentation and complete all tasks as indicted. The link:
Your assessor will provide you with documentation and additional information in case you may be having difficulties accessing
them on the Australian Hardware website.
The task will require you to demonstrate that you are able to:
 Acquire knowledge of products in a specified area; and
 Convert product knowledge into benefits; and
 Evaluate competitors’ products.
Activities:
Read the scenario below and complete activities below as directed.
Scenario:
You have completed your report and finalised it after the feedback from your manager.
You are now required to select products that would be suitable for your store to market and promote to the selected consumers
you have identified and reported on.
Use the link: http://australianhardware.simulations.australiantrainingproducts.com.au/ at the Academy, so that you can access
information and able to address the following points.
3.1. Select a product type from the report based on your selected consumers (target audience / target market).
You are now to learn about the product type and explain if it will be suitable for the store to market. You will be required
to research a product from the website or on the internet that can added as new retail stock for the store and complete the
following table.
(guide: LONG - Complete the product table below or use a spreadsheet)
Students are to select a product or research a new product that can be put for sale at the store. Students will be required to
research a real product and on the internet or by phone or visit the store and learn the product names and uses and
warrantees
The example below only students may use as reference. Reference – the information about the screens and blinds below is from
https://www.blockoutblinds.com.au/products/retractable-fly-screens/
Students will copy and paste in the space below.
Product name Gardening and related products
Product description Grower in an assortment of styles, shapes and shadings.
Product labels or brands Marks ought to incorporate where they were made and furthermore ecological data
Identify the product purpose The utilization for the items would predominantly be for plants or foliage. The more modest ones
and the use of the product can be utilized for indoor use for capacity of other family things however as it were in the

Page 24 of 32
ASSESSMENT TASKS
event that they are made of non-poisonous materials.
Identify individual features The less expensive reach differ from $2-$10, Come in an assortment of sizes, shapes and colors
and products and are made of plastic material.
(diagrams, photos of the The
products and also
measurements and prices
should be displayed here)
exceptional reach differ from $20-$200,

Come in an assortment of sizes, shapes furthermore, colors and are fundamentally of the
earthenware/stone/metal material.
Identify the products Simple to source, some are modest to make and others are a superior reach more costly
strengths and weaknesses particularly privately made Can be inclined to breakage, accessible in numerous different
stores.
Explain the type of guarantee The guarantee's change between the reaches, from a year on the less expensive reach to 5 years on
and manufactures warrantee the more exceptional reach and 2 years and the locally made items
of the products from the
manufacture
3.2. Use the information that you collected from the point above and investigate local competitors.
Investigate their relevant and similar products or same products. explain what the products are and the context of the other
organisation in comparison to the Australian Hardware.
Discuss how the sales and marketing process would be different and / or the same as how Australian Hardware can use this
information to make its products, the supply, promotion and selling process superior and better than the competitors.
You are to complete the following table of product, supplier and store comparisons.
(guide: LONG - Complete the product table below or use a spreadsheet)
Company names and Bunnings, Online and 295 stores in various locations
locations

Page 25 of 32
ASSESSMENT TASKS
Products similar a or same – The items should be moved securely so no harmed is caused. Any marking in regards to natural
brands ascribes ought to be cross checked with any enactments in Australia.
Known procedures and They have an assortment of grower with various brands: Scheurich, Eden, Lotus, Whites,
processes vs Australia Northcote, Tuscan
Identify the product purpose The utilization for the items would predominantly be for plants or foliage
and the use of the product
Identify competitor’s They have the item marking logo with the evaluating and furthermore portrayal of the items
individual features and
products they have in
competition
(diagrams, photos of the
products and prices etc…)

Page 26 of 32
ASSESSMENT TASKS
Identify and compare the Bunnings have a value guarantee, so perhaps we can do something like be serious. They have
competitors’ products offers numerous items accessible and the choice to join by means of email to get limited time
with the Australian Hardware material. We should take a gander at offering a comparable highlight to draw in with
and for the strengths and shoppers. It is a major organization and at times individuals may feel that they might want
weaknesses the competitors to help more modest organizations so we can utilize that for our potential benefit
have that the sales and
marketing teams can use to
advise consumers
Explain the type of store Bunnings have a value guarantee, so perhaps we can do something like be serious. They have
guarantee vs Australian numerous items accessible and the choice to join by means of email to get limited time
Hardware’s own processes material. We should take a gander at offering a comparable highlight to draw in with
and if relevant the shoppers. It is a major organization and at times
manufactures warrantee of
the other products. individuals may feel that they might want to help more modest organizations so we can utilize that
for our potential benefit
3.3. Role-play
Hold a meeting with the marketing team to discuss the product and your research on the product.

Page 27 of 32
ASSESSMENT TASKS
a. You are to discuss the following and confirm with your team. At the end of the meeting you are to complete
meeting minutes as evidence of your discussion. Your meeting should cover:
 Features of the product
 How the features can be delivered to the potential buyer so it is appealing to the buyer
 How the potential buyers will benefit by selecting the product?
 You are to present the benefits of the product within the context of the target audience and the target market
 You are also to present the benefits of the products within the context of Australian Hardware processes and
sales procedures (e.g. how the Hardware will sell and use its own procedures to make the selling process easy
and streamlined with the current procedures of the store.
 Use the team to discuss and confirm to generate ideas of how to best establish relative standing of the
Australian Hardware’s product against the competitors’ products and;
 Discuss and obtaining ideas from the marketing team how to best communicate the product availability,
suitability and strengths to the Australian Hardware buyers.
Meeting Minutes – Marketing Meeting
Meeting heading: Modern products
Chair Mike Toloi
Date: 20/05/2021
Attendees **STUDENT**
Headings Details and responsibilities
Product selected Gardening new products
Target audience and how the target The intended interest group is for 45+ and the items will suit their prerequisites.
audience is suitable for the product normal, 45+ Australians have the way to spend altogether more than some other age
sections, especially more youthful ages. They are liberated from business related
costs, don't have to burn through cash on their youngsters, and ordinarily have
effectively paid off their contract. Senior residents are quick to find the more
youthful age. Similarly, they are after vehicles, garments, and home remodels; have
an interest in voyaging. Cultivating items. Will create more income to help meet the
organization monetary objectives. There are about 4370 individuals more than 65,
which means there is a many individuals who might be taking a gander at either
home enrichment or cultivating items. This additional stream will add additional
income and there help towards meeting the organizations monetary viewpoint.
Details of the Description of the The utilization for the items would basically be for plants or foliage
researched product
product
Consumer benefits Supporting neighborhood organizations and organizations
if selected
Weaknesses of the Can be inclined to harmed in transport or once at the clients home
product to be
aware of

Page 28 of 32
ASSESSMENT TASKS
How the features The highlights can be ignored by means of the business staff or through a pamphlets
can be pointed out recording every one of the advantages the item has to the neighborhood economy
to the potential and furthermore the nearby climate
buyer so it is
appealing to the
buyer
Explain the They are supporting neighborhood organizations and organizations

potential buyers
will benefit by
selecting the
product?
present the They are supporting neighborhood organizations and organizations, Environmentally
benefits of the cordial. Simple to utilize and fits inside their spending plans.
product within the
context of the
target audience
Other as relevant -
Competitors vs Details of products The less expensive reach change from $5-$15, Come in an assortment of sizes,
Australian of competitors and shapes and colors and are made of plastic material.
Hardware benefits and
products weaknesses vs of The exceptional reach shift from $25-$250, Come in an assortment of sizes, shapes
these products furthermore, colors and are for the most part of the fired/stone/metal material.
The privately caused reach to differ from $10-$300, Come in an assortment of sizes,
shapes and colors and are come in fired, earthenware, common materials.
Some can be more inclined to harm to however of where they will be use should be
mulled over.
Benefits of The advantages would be that they are supporting nearby organizations and
consumers organizations and that they have profoundly prepared staff working there to reply
purchasing any of their inquiries or concerns. They likewise have the help of the directors to
products from determine any issues with their items.
Australian
Hardware
processes and
sales procedures –
in the context of
the store.
Differences The thing that matters is that the items Australian equipment would sell would be locally made and made
between utilizing nearby materials however much as could reasonably be expected
competitors’
products and
Australian
Hardware product
suitable to tell
buyers.
Additional -
comments
Finalised by Mike Toloi

Page 29 of 32
ASSESSMENT TASKS
b. Your meeting minutes are to be emailed to your manager (your assessor) using your SBTA email for feedback. You
are to seek the following feedback from your supervisor.
(guide: LONG)
 Is the information discussed suitable to the team?
 Is the product selected appropriate?
 Is the information about the hardware store’s context appropriate and accurate?
 Are there any changes required prior to sending the meeting minutes to the team?
 Copy and paste or write the feedback received from the supervisor / manager using the space below to show
that you have read the feedback and amended the meeting minutes accordingly.
Students can copy and paste the feedback and the final version of the meeting minutes or just list the changes that are made to the
meeting minutes and advise when they final version is to be sent to the team for their review. And copy and paste of the new
information in here.

Page 30 of 32
ASSESSMENT TASKS
Your assessor will catch up with you and provide you with feedback about the entire assessment pack and your work.
ASSESSOR’S OBSERVATION CHECKLIST
Date: Time: Duration: (mins)
During the completion and observation did the student? Satisfactory
 Use persuasive communication techniques to secure audience interest, provides feedback at meetings Yes  No
about researched products and competitors and
 Listen actively to all comments and recommendation prior to developing and finalising information in
reports
 Use clear and specific language to develop documents for different audiences in accordance with Yes  No
organisational requirements
 Provide recommendations using language appropriate to the purpose and audience Yes  No
 Prepare strategic business documentation incorporating appropriate vocabulary, grammatical structure Yes  No
and conventions appropriate to text and audience
Feedback for above communication points:
 Analyse numerical information to measure, compare and evaluate features and Yes  No
 Use mathematical skills to interpret and process data and statistical information
 Plan and implement tasks required to achieve required outcomes Yes  No
 Make decisions by systematically analysing information, identifying and evaluating options against set Yes  No
criteria, and choosing most appropriate option
 Analyse information to decide on appropriate recommendations and Yes  No

 Select appropriate form, channel and mode of communication for a specific purpose relevant to own role
 Record results of product evaluations to show clear comparisons of features, benefits and weaknesses Yes  No
Feedback for above organisation’s information and points:
 Understand and follow organisational policies and procedures and legislative requirement relevant to Yes  No
own role and
 Adhere to implicit and explicit organisational goals, policies and procedures
 Investigate required laws and legislation and their impact on the Australian Hardware, the consumer,
products and staff
 Develop and implements plans to manage relatively complex, non-routine tasks with an awareness of Yes  No

Page 31 of 32
ASSESSMENT TASKS
how they contribute to organisational goals
Final outcome: Assessment Task 1 – completed, satisfactory and feedback provided Yes  No
Final outcome: Assessment Task 2 – completed, satisfactory and feedback provided Yes  No
Satisfactory Assessment task 3 Yes  No  Was feedback provide on online? Yes  No 
Assessor signature: Date:

Page 32 of 32

Assessment Tasks: Qualification: Cluster Number and Name: Units of Competency: Student's ID: Assessor's Name

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Assessment Tasks: Qualification: Cluster Number and Name: Units of Competency: Student's ID: Assessor's Name

Uploaded by

Copyright:

Available Formats

ASSESSMENT TASKS

Qualification: BSB42415 Certificate IV in Marketing and Communication

STUDENT’S PLEASE NOTE:

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

ASSESSMENT TASK 1: KNOWLEDGE QUESTIONS

Medium 100 + words

Long 250 + words

Purpose of the assessment task

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

 components of marketing mix

Case Study - The “Australian Hardware”

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

Date assessed: Satisfactory

Student is able to continue onto Assessment task 2  Yes  No

Assessment task 1 is Satisfactory Yes  No  Was feedback provide on online? Yes  No 

Assessor’s overall feedback – as required (e.g. if student must resubmit or similar)

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

ASSESSMENT TASK 2: PROFILING THE MARKET

Medium 100 + words

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

Long 250 + words

Instructions to the students

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

that they share.

c. Market segmentation is based on differences in the consumption behaviour of different groups of consumers, taking

Market segment you Factor Explanation and usefulness

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

Description on how this

Description on how this

Market segment 3 (new)

Description on how this

Market segments and

Target market in terms and

Marketing options available

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

Australian Hardware Pictures: or logos of Australian Hardware

Profile of the Market Audience Report

Purpose of the report:

The market and the market

Who is the target audience

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

Demographic of the target

Psychographic of the target

Services and products

Target audience attitudes

Meeting Minutes – Marketing Meeting

Headings Details and responsibilities

Target Audience Profiling

Strategies to meet marketing

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

Positioning implementation plan

Goal/Objective Description By when

MCC4_2.2 BSBPRO401_BSBMKDG401_Assessment Tasks Version 2 Issued 26 April 2020

Product/Service Description Price

Customer Age Gender Ethnicity Education Location Lifestyle Values Interests

Objective Specific Measurable Achievable Realistic Timely

Marketing Positioning Strategy: