Professional Documents
Culture Documents
ASSESSMENT INSTRUCTIONS
Overview
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Presenting any work by another individual as one's own unintentionally
Handing in assessments markedly similar to or copied from another student
Presenting the work of another individual or group as their own work
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taken totally or in part from the Internet
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If you are dissatisfied with the outcome of one of the assessment tasks or the final outcome of the assessment
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appeal. Refer to SBTA’s Complaints/Appeals Policy and Procedure.
Application of the unit – BSBMGT617 Develop and implement a business plan
This unit describes the skills and knowledge required to run a business operation and covers the steps
required to develop and implement a business plan. It applies to individuals who are running an organisation
or who take a senior role in determining the effective functioning and success of the organisation. As such,
they may oversee the work of a number of teams and other managers
Application of the unit – SITXMPR007 Develop and implement marketing strategies
This unit describes the performance outcomes, skills and knowledge required to analyse internal and external
business environments, and develop and evaluate marketing strategies and plans for products and services.
The unit applies to all industry sectors, and to individuals in senior marketing or management roles. This
may include those whose primary role is marketing related, or those for whom marketing is a part of a
broader job responsibility. Marketing strategies could be developed for a new or existing product or service,
a small or medium-sized business organisation, a destination or a specific project, such as an event.
You are expected to respond to all aspects of each question and case study. In some cases,
direction is provided on the expected length of your response. These assessments will require a
Short, Medium or Long response.
The following is a guide to the expected number of words for each of these categories unless
otherwise indicated.
Instructions to students
This assessment task will enable you to demonstrate your knowledge of and ability to:
Develop and implement a business plan; and
Develop and implement marketing strategies
To complete this assessment task, you can research your answers using your learner guides or the Internet
but your answers must be in your own words.
Questions:
Read all the questions below and provide answers to each question below.
1.1. What legal issues and ethical considerations might impact on business and marketing activities in
hospitality sector? (Short)
Misleading and deceptive conduct: When promoting your products or services, you need to ensure that any
branding, statement, quote or any other representation is not false or misleading.
Bait advertising: where a product is advertised at a certain price without a reasonable supply. Bait
advertising is illegal if a business sells the product knowing that they cannot meet expected demand.
1.2. Explain how the following legislation from all forms of government both nationally and within
Australia may affect your business operations within the hospitality sector. Record your answers in
the table below. (Long)
Those are the national unfair contract terms law covering standard form consumer
Consumer laws
and small business contracts, guaranteeing consumer rights when buying goods and
services. The ACL applies nationally and in all States and Territories, and to all
Australian businesses.
The ACL replaced 17 existing federal, state and territory consumer laws, including:
Competition and Consumer Commission (ACCC) and the State and Territory
consumer protection agencies.
Here are some examples of the ACL in action in the hospitality sector:
1.3. What elements of the internal and external business environment within the hospitality sector would
you need to be aware of prior to developing a marketing strategy? (Short)
INTERNAL
There should be taken into consideration the Internal stakeholders, which are entities within the
business: Employees, Managers, investors.
EXTERNAL
There should be taken into consideration also entities that are not directly related to Coffeeville
itself, but are affected by its performance: Customers, neighbors, Government, City council.
1.4. Research the marketing and business planning techniques available and explain they formats and key
features would be suitable for business planning and marketing with in the hospitality industry.
(Short)
Strategic Planning
Strategic planning aims to ensure employees and other stakeholders are all working towards a
common goal and their energy.
Action Planning
Unlike strategic planning, this type of planning is far more focused on day-to-day activities.
Operational Planning
This type of planning aligns different functions of the business, for example HR or marketing, with
the overall goals and objectives of an organization.
1.5. When developing a business or marketing plan, for a hospitality establishment, list the internal
capabilities and resource considerations you need to consider. (Short to Medium)
A marketing plan requires developing a strategic planning in order to understand the resources
needed to deliver the outcomes desired.
Market research. Research is the backbone of the marketing plan. Allows to identify consumer
buying habits in the industry, market size, market growth or decline, and any current trends.
Target market. A well-designed target market description identifies the most likely buyers.
Positioning. This means understanding what is the desired perception of the business brand in the
marketplace.
Competitive analysis. Knowing who competitors are and how our products and services are
different.
Market strategy. It is the path to sales goals.
Budget. Develop a month-by-month schedule of expenses.
1.6. Research new and innovative marketing strategies and emerging technologies within the travel,
tourism and hospitality industry and outline three (3) of them below.
1.7. List four examples of risk factors that would need to be considered when evaluating a new market
for a hospitality establishment such as a coffee shop or a small restaurant. (Medium)
Technological risk, Technology risk is any potential for technology failures to disrupt the normal operation,
it includes information security incidents or service outages.
Safety risk, the business , must comply with all the laws to ensure the health and safety of their workers and
customers. The punctual regulations regarding to safety risk are : Work Health and Safety Act 2011and
the Work Health and Safety Regulation 2017.
Social risk, to affect the social prestige of the business. As more operation will be required, aspects such as
Staffing risk, Staff will have to receive additional training, there will be needed a new hiring process as
more personnel will be required to cover the evening operations.
1.8. Explain and list ideas of how to use ranking of marketing opportunities for viability and likely
contribution to the hospitality business? (Medium)
A marketing opportunity is a sales-accepted lead that has been qualified as being in need of your product or
service.
A sales representative determines that there is an opportunity to sell to this individual or company.
Typically, the sales rep must determine that the prospect has the budget, need, and authority to buy our
product.
Good information is the foundation for good marketing, in order to identify marketing opportunities three
main sources of information will be needed.
Firstly, an organization’s own record of their
performance.
Secondly, specially commissioned market research conducted by the organisation itself. In additional,
information from research organisations will be needed to identify marketing opportunities. Further
information can be get from research organisations including comparative market information, competitor
performance, customer requirements, legal requirements, ethical requirements, market trends and
developments, new and emerging markets.
1.9. Explain the importance of including key stakeholders in the development of marketing strategies and
who the key stakeholders may be?
Structuring a marketing strategy plan has a significance for every Stakeholder, that is why, to build it, is
required is a team work; Though, the direct obligation of stablishing an effective marketing plan, are the
managers, following their rolls as the strategic and operational head.
D efine goals
M arketing Tactic
Budget setti ng
Im plem entati on
Control
1.11.You have developed a business plan for increasing services for a small day time restaurant which is
now also be opened from 5pm to 11pm for dinner. The management has approved the business plan
and how it is your responsibility to implement the business plan. Use the space below and explain
what strategies would you use to implement and evaluate the marketing activities moving forward?
(Medium to Long)
1.12.List the types of performance objectives you would put in place to measure success of the
implementation and explain how will these be measured? (Short)
Sales
Close sales to achieve sales quota. Measurement: monthly recurring revenue of $100,000.
Marketing
Increase the sales of a specific product by releasing new features that customers find compelling.
Measurement: launch at least one new feature, increase new customers by 7% over last quarter, product
development costs within budget.
Read the Case Study - Coffeeville Coffee Shop and complete all activities as indicated.
directions:
increase revenue through targeted marketing campaigns
control direct and indirect operational costs
maintain superior product and service quality standards
establish CoffeeVille brand as ethical and environmentally responsible company
maintain highly trained and motivated staff.
o As the current location is successful and prior to opening any other coffee shops, Rufus and Emma have
decided to open and trade in the evenings. It is important that prior to opening the coffee shop’s new times and
shifts and employ new staff that the siblings consider risks associated with changing of their services.
Scenario 1
You work for CoffeeVille and as your previous job was a development supervisor for a large 5 star hotel,
Rufus appointed you as a development manager and asked you to develop a business plan for CoffeeVille to
implement. You have access to the company documents which includes the strategies plan, marketing
strategies and budgets, staffing and other operational and / or strategic documentation.
o Rufus approved meetings with the team and also follow up meeting with him.
Please note: Students are to base their activities using CoffeeVille virtual organisation or refer to
their own organisation. If students are to use their own workplace and stakeholders, they must
discuss the organisation and its services with the assessor who will check if the scenario can be
based on their workplace.
Using the virtual company, read all the points and complete as indicated. below and provide answers
to each question.
a) Review the CoffeeVille website and access the intranet. Locate CoffeeVille’s policies and
procedures and the business plan and establish:
b) Using CoffeeVille information analyse and interpret the vision, mission, values and objectives
and develop a business plan. (your assessor will guide you to the documents on the website and
organise for you to be able to access the website) (Short)
c) Organise a meeting with your team. Use your SBTA email address to invite your colleagues to
the meeting. You must send them each an email and advise them what the meeting is about. Use
the space below and insert the email you have sent and their responses in the space below.
(Long)
Sydney
CDB
I propose to put in place a Performance Improvement Plan with you. The purpose of the plan is to
help us achieve a satisfactory level of performance. We will support each other’s to reach this
level, but it is important that you understand we all need to take sacrifices at least for the upcoming
stages.
If you have any questions about this letter please contact me directly.
Yours sincerely
Sebastian Sosa.
Development Manager
d) You are now conducting the meeting. You are a chair and responsible for distributing meeting
minutes after the meeting is completed.
Read scenario 2 and complete the meeting minutes template below to review all discussion
points.
Scenario 2
Emma and Rufus have accumulated the following data through their research and given you the
information to present at the meeting to the staff:
Large percentage of office workers (80% of daytime trade) / 50 % of office workers leave their
offices after 6pm in the city and these are the ones the business wishes to attract.
Area population for office workers is growing at 8% per year
Immediate geographic target is the area of within 500 meters of the cafe.
The total area population is estimated at 45,000.
Demographics - male and female.
Ages 20–60; this is the age-group that makes up 83% of the available daytime market.
Full-time employment.
An income over $50,000 plus.
Behaviour factors
Eat out most times for lunch in a week
Seek fast service cafes
Enjoy a high quality meal
Eat dinners in local pubs or restaurants occasionally for dinner prior to going home
Are worried that eating out each day or night is not healthy
Your assessor will organise a group of colleagues to ensure that you can conduct your meeting
and can invite your attendees. You must ensure that you meet with the assessor first and discuss
your meeting plans before you conduct the meeting. use the meeting minutes to demonstrate
what has been discussed. Please remember that this meeting is for you to discuss future business
plan.
You must complete meeting minutes and note all that has been discussed.
Meeting Minutes
Documents tabled and Business plan main Within five years, the Emma & Rufus,
prepared for the meeting objectives, shaping company will have Sebastian Sosa.
a vision. established itself as a
premier provider of
gourmet coffee and food
for the ethically and
socially aware coffee
drinker. CoffeeVille will be
always available for this
active market for which it
will be expanded to a
number of key locations in
the CBD.
Emma’s and Rufus Unique selling Knowing the data Emma & Rufus,
research (from scenario position presented by Emma & Sebastian Sosa.
2) Rufus, it is time to stablish
Pricing strategy
a Unique selling position
Value to costumer for Coffeeville, Menu
pricing is intended to
position CoffeeVille as
slightly higher priced than
its competitors. This
pricing strategy is intended
to both increase revenue
and underpin CoffeeVille’s
message of higher quality.
The customer views our
offering as a touch of
luxury: a true, feel-good,
cafe experience, which
showcases the customer’s
good taste and ethical
awareness.
The future plans Expansion plan Consumer research given Emma & Rufus,
by Emma And Rufus Sebastian Sosa.
indicates not only a very
wide market but also a
trend towards a more
sophisticated cafe patron.
In fact, over recent years,
costumers have developed
a reputation for coffee
fanaticism. This trend,
together with the raw
growth of population
The current market Stablishing targets Once we have identified Emma & Rufus,
that the width of market is Sebastian Sosa.
a very large one, it is
moment to identify the
targets of Coffeeville, in
that way it will be possible
to create a strategic action
plan.
Productivity and Performance The market has been Emma & Rufus,
performance targets targets/ Segment divided into three target Sebastian Sosa.
Market markets or segments:
Individual takeaway;
Individual sit-down;
Groups (Organizations and
business catering).
List of resources More staff It will be needed at least 1 Emma & Rufus,
required café manager of at least 3 Sebastian Sosa.
Training program
years of experience who
Bugdet has Relevant qualifications
in operating small
business. Financial and
performance management
skills. Five years
experience.
Marketing opportunities Opportunities for Strong market potential. A Emma & Rufus,
and strategies Coffeeville significant percentage of Sebastian Sosa.
the target market still not
visiting CoffeeVille on a
daily basis.
Expansion and franchising.
Extension of business
hours. Corporate catering.
e) You will need to demonstrate that you have consulted with key stakeholders and held your
meeting by producing meeting minutes after the meetings. (Medium)
Once you have analysed and interpreted the business’s existing strategic direction, you are now
required to develop a “Business Plan” for CoffeeVille. Your business plan must address the
following key points:
Guide: Key stakeholders are to be role-played trainer and assessor and work or classroom
colleagues and meetings can be conducted as role-play activities in class.
Executive Summary & the Business overview
Operations plan
The market
The future
ABN/CAN: 3634810376
Relevant owner Rufus Belcastran has an MBA from the University of Melbourne and 15 years
experience: experience in financial management and operating various small businesses,
including cafes. Emma Belcastran has a Diploma of Marketing from Swinburne
TAFE and 13 years experience in customer service, sales and marketing.
Products/services: CoffeeVille provides high quality, fair trade, coffee, superior hot and cold
gourmet food and beverages, and a consistently high level of expert and
The Future
Vision statement: Within five years, the company will have established itself as a premier provider
of gourmet coffee and food for the ethically and socially aware coffee drinker.
CoffeeVille will be always available for this active market for which it will be
expanded to a number of key locations in the CBD.
Mission statement: CoffeeVille provides a unique and compelling cafe experience for the
discriminating and socially aware coffee drinker. CoffeeVille provides:
Goals/objectives: To Increase revenue by a 30% of growth in sales by 30th June 2020 through
targeted marketing campaigns.
To Control direct and indirect operational costs by maintaining a minimum of
45% of costs in relation to the Incomes by 30th June 2020
To Maintain superior product and service quality standards, achieving a
customer service satisfaction rate superior to 90% by 30 th June 2020
Maintain highly trained and motivated staff, achieving minimum of 99% of
employee satisfaction rate 30th June 2020.
The Market
Target Market: The market has been divided into three target markets or segments: individual
Marketing strategy: Through an integrated marketing mix, the marketing strategy will seek to create
customer awareness regarding the value CoffeeVille represents toward target
markets and work toward maintaining and building customer loyalty and referrals.
Customer management: CoffeeVille will communicate with customers through targeted direct mail and
social media campaigns. The company will encourage feedback through
email and social media and will highlight positive company responses to
feedback in marketing messages. CoffeeVille will work to develop its
strict customer service and food quality standards and incorporate these
The Finances
Sales forecast: CoffeeVille anticipates a profit for the 2020/21 financial year of approximately
$230,000. This figure represents a 15% improvement over profit figures for the
previous financial year.
Economic environment The outlook for the Australian economy as a whole remains cautiously
optimistic. Strong financial and mining sectors offset weaker retail and
manufacturing performance. The unemployment rate remains at under 5%.
Steady or moderately falling interest rates underpin business and consumer
confidence. Growth is forecast across the economy at a modest 2–3%.
Social environment Consumers are increasingly aware of working conditions in other countries and
increasingly want to contribute to better social and economic outcomes
globally. Consumers are also concerned about the environment.
CoffeeVille will endeavour to promote itself as environmentally and
socially responsible and conduct business operations accordingly. In this
way, CoffeeVille will offer value to the consumer and position itself as a
leader in social and environmental responsibility.
Technical environment internet, information, and social networking technologies continue to evolve
and provide new challenges and opportunities for marketing. CoffeeVille
will continue with its effective use of its website and social networking to
reach its target markets.
Industry environment From a consumer and marketing perspective, CoffeeVille represents a low cost
and low risk means to achieve a touch of luxury in uncertain economic times.
Consumers may refrain from buying big-ticket items (TVs, cars, etc.) but may
pamper themselves with fine coffees and food to compensate.
Competitive environment For Coffeeville, it is a very competitive environment, full of titans such us
Starbucks, McDonalds and others ,reason why the weapon in the industry that
Coffeeville has is to sell a Fine coffee ground fresh; Gourmet focaccia, cakes and
pastries fresh daily. CoffeeVille prices are competitive but slightly higher than
competitors’ but such pricing is intended to signify higher quality and brand
prestige.
food safety
IR laws
business practice such as fair trade and rainforest alliance are beginning
to be increasingly on people’s political radar. More stringent packaging
laws may allow CoffeeVille to highlight its ethical and responsible
approach to business.
S.W.O.T. Analysis
S.W.O.T. Analysis List each of your businesses’ Strengths, Weaknesses, Opportunities or Threats
(S.W.O.T.) in a table.
Strengths Weaknesses
Great location.High customer loyalty. Limited space and capacity to serve more
customers.
Coffee and food offerings that exceed
competitors’ offerings in quality and High cost of sales associated with choice
speed. to provide fair trade and organic food and
coffee.
Opportunities Threats
Strong market potential. A significant Competition from local cafes and food
percentage of the target market still service providers. Uncertainty of
not visiting CoffeeVille on a daily worldwide coffee supplies.
basis.
Potential shifts in population when
Expansion and franchising. Extension buildings or streets are redeveloped.
of business hours. Corporate catering.
S.W.O.T. activity sheet Outline how and when you plan to address each of the weaknesses/threats from
your S.W.O.T. analysis above as per below:
A limited marketing budget Develop an action 18th June 2019, first draft.
to develop brand awareness. plan with a budget
management that will
contemplate both,
incomes and
objectives, making
changes when
required. ,
Risk management List of identified risks and Ratings (High/ Med/ Possible management
threats (review SWOT) Low) and comments strategies
execution
of the
project.
Technological High By being 1 month Managers
Not being To adopt
aware of
competitive in digital services
the latest
the market. The like
changes in
viability of the implementing
the industry
business is an app or
regarding to
affected. making use of
IT.
one like Uber
eats.
Products/Services
Salads $10
Salads
lactose
free
gluten
free vegetarian.
Market Position: CoffeeVille is a competitively priced, fine coffee and gourmet food supplier.
CoffeeVille consumers who appreciate high-quality coffee and food will recognise
the value and unique offerings of CoffeeVille
Unique selling position: CoffeeVille is uniquely positioned for its target market. The competition may offer
some of what CoffeeVille offers, but not the combination of food and service
quality, service speed and social and environmental sustainability.
Anticipated demand: CoffeeVille anticipates 250–300 customers daily, each of which will purchase at
least one menu item.
Pricing strategy? Menu pricing is intended to position CoffeeVille as slightly higher priced than its
competitors. This pricing strategy is intended to both increase revenue and
underpin CoffeeVille’s message of higher quality.
Value to customer: The customer views our offering as a touch of luxury: a true, feel-good, cafe
experience, which showcases the customer’s good taste and ethical awareness.
Growth percentage: Consumer research indicates a trend towards a more sophisticated cafe patron. In
fact, over recent years, Australia has developed a reputation for coffee fanaticism
and ’coffee snobbery’. This trend, together with the raw growth of population
within the geographic area of the cafe, points towards both a growing market for
CoffeeVille and increasing potential for CoffeeVille to attract this market with its
unique and compelling value proposition. Sales figures indicate lunchtime foot
traffic is trending upwards as time-poor consumers eat out for lunch.
Sales/Marketing Personnel
Planned promotion/ Expected business Cost ($) per year Target date/ timeline
advertising type improvement
type ces ge of es es
Storefront
attracts
Business
walk-in
premises
traffic.
must be
Centrally
maintained.
located
Costs: rent,
Cafe menu and
energy etc.
items for take provides
Legal and
Cafe way and sit 70–80% for one
regulatory
down location
requirement
customers. of
s for
inventory
maintenanc
, labour,
e and safety
contact
must be
with
met.
communit
y.
Catering
preparatio
n may be
Cafe menu
done at
items and
cafe or
custom menus Travel and
elsewhere
Catering for business 20–30% distribution
: flexible
and costs.
and
organisational
mobile
groups.
business.
Low
overhead.
The Finances
To complete the finances portion of this plan, you should rely heavily on your financial statements and
projections.
Price The budget for marketing approved is 30% of the expected sales, which is equal to
$31.500.
Marketing budget Include a list of suggested items in your marketing budget such as:
(YEAR) table
Item Jan Feb Mar Apr etc.
Marketing/Promotion 0 0 0 0
Radio advertising 0 0 0 0
Television advertising 0 0 0 0
Print advertising 0 0 0 0
Total
Other
Research
Travel
Postage etc.
Total
The marketing campaign will be focused on Digital marketing. The following is the marketing budget for
Coffeeville for 2020, having into account the incomes mentioned.
Monitoring/measurement activities
Lead conversion – This is gathering data on people from the first time
they come into contact with the website. This includes the initial contact, then
on to being a sales prospect and all the way to becoming an actual customer.
This metric will track where Coffeeville potential customers in the lead
process, helping to develop theories as to why.
Click through rate (CTR) – This most likely will include a web page
on the site that has an action that needs to be performed in order for the viewer
to proceed along further in an information gathering or sales process. It will
measure such things as how many people visited the webpage and went no
further or how many people visited the web page and initiated the actionable
step.
Bounce rate – This is the metric that causes many marketers or web
content developers to lose their job or get demoted. It is compiled data on how
many viewers go to one of your web pages and then leave without visiting
anything else or taking any actionable steps.
Those controls should be running since the start of the marketing campaign, at
the end of every week.
You are to complete a meeting and ensure that all staff have an input and agree to the final
implementation of the business plan.
Use the following points to discuss as well as go through the business plan you developed and gain
feedback on any improvements. You must complete meeting minutes.
Review details of the business plan.
Confirm that all staff agree with the completed business plan and all details in it.
Discuss the communication of the business plan and how it will be communicated to all relevant
stakeholders to ensure they understand the performance requirements and timeframes.
Discuss adequate skilled human resources available to carry out the business plan.
Test and discuss the performance measurement systems and implement any refinements to
support your business plan. Organise a small example that will be tabled at the meeting so that
the staff members and stakeholders can see the testing process and agree if it is suitable for the
business plan.
Display and ensure reports on business activity are available for the meeting, user friendly and
included a balance of financial and non-financial performance.
Develop a timetable so that you can show, at the meeting the plan for regular and follow up
meetings and specific reports of any current and future system failures, any product failures. The
timetable can be attached to the meeting minutes or the information can be included in the
meeting minutes (but must be clearly identifiable as a timetable)
As plans may have to be altered you are to also develop variances to the business plan. You must
decide what is able to be adjusted in the plan and what cannot and must be adhered to.
You must complete meeting minutes and note all that has been discussed.
You must email your team the meeting minutes as part of the implementation of the business
plan and obtain minimum of 2 emails back from your team and Rufus (your assessor) to
demonstrate that the business plan was received, staff understand their responsibilities and the
business plan has been implemented.
Assessors ensure that students use their SBTA email addresses only.
This letter is to make you aware that I am glad to provide this plan in order to stablish strategies for the
expansion of Coffeeville, which is planned to be opened in the new trading hours so that proper expansion of
the business.
Due to the lack of efficient staff, firm can face many losses so; proper recruitment is needed for the
expansion of business. Thus, plan suggests that attracting the candidates by wider sources like internet and
various tools i.e. psychometric testing and drug testing for the selection of new staff will be very helpful in
attaining the long-term business goals and objectives. Along with this, the plan also includes the use of new
technologies related to training and induction of the employees. The plan also includes videos, movies and
PowerPoint presentations to educate the employees about the culture of the company and make them aware
about the expectation and duties.
In regards of a proper marketing campaign, the company requires the approval of a budget of 30% of the
monthly sales to be directed to digital media activities such us pay per click and SEO ( search engine
optimization). Information about the how, process of negotiation and the collection of information after
process implementation is given in detail in the proposal. The collection of the feedback will be done by the
distribution of questionnaire. In order to follow the plan and policy, proper approval will be taken from the
finance department.
Sebastian Sosa
Development Manager.
Meeting Minutes
financial resources Change in the 30% of the sakes for Emma & Rufus,
required budget marketing is a non- Sebastian Sosa.
affordable risk in a
expansion stage, Rufus
believe that a 20% would
be ok, if the campaign is
successful, the budget for
next period will be 35%. A
change in the budget is
required.
1.15.You are to use the business plan, review finding of the implementation and prepare a report outlining
the methods that are used to analyse and compare performance reports against planned objectives
that have been identified so far. Explain if any changes are required to make the business plan be
more successful. (Long)
Scenario 3
The business plan is in place, the evening shift has been running for a month and Rufus collected the
following information from the first month of opening hours.
Rufus identified the following risks and wants to address it:
New staff took longer to hire and train and is not available for all shifts.
Different and new staff to employee
Risk of new personalities – not all work well together yet
Staff friction between new and older employees
Building fire plan and other building plans with the council must be up to date and the council
has been slow to react to requests. The tables for the outside footpath were not as yet approved
which means that the small café area is far too small for dinner bookings and this is impacting
on the café’s reputation.
New staff are not getting their promised shifts as there is not as much seating so they are
leaving as they need to have work.
Food and safety registration with the NSW food authority etc... hygiene certificate has been
updated and is okay
Security costs increased for monitoring of premises in the evenings
Staff access to carpark has to be organised a at present carpark closes 9pm and staff must find
alternative parking arrangements. Employee safety at night or evening etc…
Community that is attending during the day are not same as the patrons who wish to book at
night. These people are more fussy and posh as the theatre is close by they wish to eat in and go
straight to see their play.
Your report needs to be a minimum of 500 – 1000 words and you need to cover how you will carry
out the following:
analyse performance reports against planned objectives in your business plan.
use qualitative and quantitative data to measure KPI’s of your business plan.
explain when you might have to review and refine your KPI’s if necessary to support your
business plan.
if a staff member is under-performing, what steps have been planned to identify the training
needs and explain how you could coach the staff member to address the under-performance.
how you would review CoffeeVille’s processes and work methods as part of a continuous
improvement effort.
After one month of operation in evening hours, the information of the first month , brought a
list of risks that have to be mitigated with an action plan, for which the business plan requires
an urgent modification.
The risk evaluation of the performance is:
a. New staff took longer to hire and train and is not available for all shifts.
b. Different and new staff to employee
c. Risk of new personalities – not all work well together yet
d. Staff friction between new and older employees
e. Building fire plan and other building plans with the council must be up to date and the council
has been slow to react to requests. The tables for the outside footpath were not as yet approved
which means that the small café area is far too small for dinner bookings and this is impacting
on the café’s reputation.
f. New staff are not getting their promised shifts as there is not as much seating so they are
leaving as they need to have work.
g. Food and safety registration with the NSW food authority etc... hygiene certificate has been
updated and is okay
h. Security costs increased for monitoring of premises in the evenings
i. Staff access to carpark has to be organised a at present carpark closes 9pm and staff must find
alternative parking arrangements. Employee safety at night or evening etc…
j. Community that is attending during the day are not same as the patrons who wish to book at
night. These people are more fussy and posh as the theatre is close by they wish to eat in and go
straight to see their play.
This evaluation may seem drastically dangerous for Coffeeville; however, it is an expected
exercise as it was an unexplored field for the business, what is next is to create an action plan
in order to properly address the mentioned findings.
month of operation in evening hours, the information of the first month, brought a list of risks
that have to be mitigated with an action plan, for which the business plan requires an urgent
modification. But before it is needed to classify the types of risk that Coffeeville faced during
Human Legal
resources Compliance
External
Costing
Issues
Having said that, it is required to create an individual action plan for each identified risk. The
following are the measures that should be taken in the business plan.
Hiring Reform: By using an effective recruitment, hiring, assessment and retention strategies and
policies, Coffeeville will be able to compete successfully with other employers. Additionally, it is
moment to make use of available recruiting, hiring, assessment and retention methods, tools, authorities
and flexibilities.
Legal Compliance:
compliance refers to Coffeeville obeying all of the legal laws and regulations in regard to how we
manage the business, staff, and treatment towards consumers. Managers Rufus and Emma are
responsible for this action.
Costing:
One important feature of the budgeting exercise is that it is a flexible method that can be changed
according to the needs and unexpected variations in the environment of the organization. Once every
single uncontemplated monetary issue is identified, a new budget must be submitted to the managers
and approved for the next period.
External Issues:
Regarding to external issues that affected the operation of the first period of operation, it is required to
analyze and adjust to the political, economic, social and technological study presented in the bussines
plan with lements such us the late hours customer behavior.
1.16.Review the after implementation of the Business plan process with the team and review your report
with the team. Inform the team of any findings and discuss changes. (refer to point 1.15) (Long)
a. Read the scenario and complete as indicated.
Your Business plan has been implemented. Staff are working towards their KPIs and the planned
outcomes.
As a part of the plan you have scheduled review stages, which will assist you, your team and your
managers with monitoring and responding to:
business performance,
evaluation of the performance, and
the Business plan’s effectiveness and efficiency.
Now it is time to analyse all data collected. Data was collected by various staff members involved in
the organisation and as specified in the business plan and included:
conducting interviews with stakeholders,
checking on efficiency,
checking KPIs performance,
checking on quality of services and products,
budget, effectiveness of the plan on the organisation
client feedback and internal customer feedback.
The results from the first review of the plan indicate:
Staff who were selected are not as well skilled and knowledgeable as planned and are not
performing to what was expected of them and
operations are not progressing as well and efficiently
KPIs are not being met each checking period (e.g. weekly targets) and
staff are quite unsettled and not as happy as when the plan was initially discussed and implemented.
You now have to decide on new strategies which will ensure that the plan is back on tract. This may
mean that you will be required to either re-employ staff, adjust targets and timelines and / or provide
training to the staff so that the integrity and the targets of the plan are maintained.
You have not counted on these issues arising and now you fear that it will affect the profit and loss of
the business, budget may need to be recalculated; and customers, business partners and clients may also
be affected.
You need to ensure that the blowouts are not damaging to the organisation, the unit or the department,
the staff, business partners, agents, clients and customers and the aim and purpose of the plan is not
compromised and will still produce the desired result.
You decide to organise a meeting with your manager and key stakeholders (using classmates) and lead
a meeting to collaborate and discuss; and eventually come up with solutions to rectify the plan so that it
provides the desired result for the organisation and all stakeholders involved.
During the meeting, you will need to renegotiate strategies and provide an explanation about why
changes are needed.
During your meeting discuss how you will tackle the communication process with other stakeholders
such as business partners and clients so they feel supported through any changes and so that
communication process is appropriate.
b. Organise meeting with the team and complete (as directed by your trainer and assessor). Use the
space below to copy and paste meeting agenda and invite attendees using your SBTA email
address. You will be discussing and then amending and improving the Business plan as required
and based on feedback at the meeting.
Meeting Minutes
Meeting name: Presentation of Date: 17th July 2019
business plan
New budget New Budget After the comments given Emma & Rufus,
Agreement. by Rufus. The new budget Sebastian Sosa.
is approved.
c. Use one of the following options to update the business plan after the meeting and document and
submit this to Rufus for his review. Attach or insert one of the options below.
Guide: Each student must choose one (1) of the following options:
Option 1 - submit a 2nd version of his/her full plan, with all amendments. Then attach the 2nd
improved Business Plan behind question 1.16 or;
Option 2 - Create “Attachment A for the Business Plan. List and highlight the different
sections of the plan that must be amended; and attach the “Attachment A” to the back of
the Business plan you developed for question 1.13 or;
Attachment A
Changes made in the business plan:
1. Budget, the budget of 30% of the expenses for the marketing campaign, was
not approved, as Rufus found that it is a huge risk to adopt that quantity when
the company is facing an unknown challenge. Reason why the budget was
reduced to 20%, with the promise that if the marketing plan proofs to be
helpful for the consecution of the financial goals, the budget for the marketing
campaign will be 35% of the total sales.
2. There will be a new Human resources department, that is going to be in charge of the
hiring needs of Coffeeville, bringing as well skilled and educated people, ready to
adopt Coffeeville’s` philosophy
3.
4. In order to enhance the operation and productivity there will be needed not only to
launch more digital marketing campaigns, and host more events, but also being
stricter with the monitoring and control over those strategies.
5. Management will add to the performance plan, a motivational plan that pretends to
incentivize the staff through benefits such like paid days off according to sales
increase or bonus in Coffeeville.
a. Write up and attach Meeting Minutes and list and highlight the areas which have been agreed
upon and how the different sections of the plan are to be amended; and attach the Meeting
Minutes to this task with one of the options from above.
Meeting Minutes
Changes that the The budget 1. A new Budget is Rufus & Emma
business plan must face a approved.
& Sebastian Sosa.
requires reduction, due 2. Creation of a
to manager`s Human Resources
direction. Department.
3. Upcoming digital
Staff who were
marketing
selected did not
campaigns and
reach the
strict controls.
created
4. Creation of Staff
expectative.
motivational plan.
operations are
not going as
expected.
There is a lack
of motivation
among the
staff.
Your assessor will give you feedback and complete the following checklist. Students must print and organise
the assessor to complete this checklist, then uploaded the completed checklist to this task. The assessor will
not be able to provide outcome if this form is not competed and signed by an assessor.
analyse and research business vision, mission, values, objectives, goals, competitors,
financial targets, management arrangements, marketing approaches and strategic, business Yes No
and operational plans
understand of legislative requirements of the coffee shop to open in the evening Yes No
develop of written documentation such as writing of the meeting minutes in a manner that Yes No
effectively documented feedback and outcomes, write a business plan which includes a
description of the business, products and services, financial, physical and human resource
requirements, permit and licence requirements, marketing activity, financial indicators,
participate in interaction with stakeholders using questioning and listening to elicit Yes No
opinions, and to confirm and clarify understanding
Use of organisational processes, procedures and requirements when making decisions Yes No
about the business planning processs
implement a business plan including ensuring skilled labour is available, and that training Yes No
is provided where appropriate
use good communication techniques such as: communication in meetings, use of Yes No
appropriate language to staff and managers, use of active listening during meetings,
contributed ideas and reviewed risks statistics, analysis and information with others and
use of skills to communicate complex ideas with the team, accepting feedback positively
from meetings
monitor and respond to business performance including evaluation of performance against Yes No
key results indicators including profit and loss, community awareness or branding,
environmental impact, governance, quality, sales, triple bottom line and the workforce
consult, communicate with and report to key stakeholders including business partners, Yes No
financiers, customers, staff and technical advisers and discuss information from a range of
sources to identify the scope provide an analysis of the strengths and weaknesses of a
business plan. Gained information from:
stakeholders
political, economic, social, legal, technological and policy context about company
risks
current arrangements
objectives and critical success factors for the area included in scope
risks that may apply to scope
consult and communicate with relevant stakeholders to identify and assess risks and
explain the risk management processes relevant
Instructions to Students
You are required to research and analyse a marketing opportunity. You can use the organisation you chose
for the business plan or research and choose a new one. You will need to formulate marketing objectives,
determine marketing approach and determine operational structures.
Analyse their current services and products, and areas they operate in. Identify and analyse information on
current and past marketing and its effectiveness. Review business performance information to identify
strengths, weaknesses and critical success factors.
Once you have obtained all current and relevant information develop a marketing strategy and plan for a
product or service. You need to include in your plan all the below:
identifying current and relevant marketing issues
detailed, realistic implementation and monitoring program specific to the product or service
details of marketing techniques and distribution networks specific to the product or service
opportunities presented by new technologies
research and critically analyse internal and external business environments relevant to the above product or
service
evaluate and report on the above marketing strategy and plan against the following criteria:
• consistency with overall marketing direction
• exposure achieved
• penetration of target market
• cost-effectiveness of financial and human resources
• completion of strategy within established timeframe
• recommendations for strategic responses based on evaluation.
discuss how to develop strategies in consultation with key stakeholders and ensure marketing objectives are
met in accordance with overall organisational requirements.
clearly communicate priorities, responsibilities, timelines and budgets.
implement and monitor activities detailed in plan according to schedule and contingencies.
describe how you would conduct ongoing evaluation, including evaluating marketing activities, adjusting
and implementing the agreed changes.
Guide: Refer to your business plan that you have developed in Task 1. You will find that some of the information
below is the same as when developing a business plan. As this is an example template, you may be able to adjust
the Marketing plan (proposals) template and make your marketing plan as an attachment to your business plan.
Speak to your trainer and assessor who will be able to provide you with feedback on your own design. You must
discuss all your ideas with the assessor who will act as your manager and provide you with feedback.
Read the scenario below and complete the marketing proposal which you will discuss and present.
Scenario 5
CoffeeVille Business plan was implemented and agreed upon by all the staff and your management.
Rufus has advised you to come up with a marketing proposal and present it to staff and management.
Activities:
Use this template to complete the marketing strategies and your marketing proposal. Review all scenarios
and complete the template below. You will be presenting this plan to the staff in task 3.
Marketing Proposal
This template will assist students to identify important information during their research, which can be used to
put together a proposal and marketing plan, which they can submit.
Field Explanations
Business logo
This project requires that the community which are the potential clients, are aware of their presence, for which
is required to run a digital marketing campaign and also run strategies to make themselves more visible in the
neighborhood. When communicating with a wide audience, with stakeholders that come from a variety of
locations and backgrounds, as the case of Coffeeville’s external stakeholders, to use a variety of modes or
channels to communicate is a must.
The Business
Field Explanation
Relevant owner Rufus Belcastran has an MBA from the University of Melbourne and 15 years
experience experience in financial management and operating various small businesses, including
cafes. Emma Belcastran has a Diploma of Marketing from Swinburne TAFE and 13
years experience in customer service, sales and marketing.
Products/services Coffee ,Tea, Pastries, breads, cakes, Juices. and a wide Diversity of beverages.
Business overview
Field Explanation
Business overview Coffeeville is an Australian Brand that was born in 2009, Siblings Emma and Ruffus are
the founders, they have been delivering high-quality products to the busy CBD
population, now, facing an ambitious project, they want to expand their operation, there
is a big opportunity to acquire an existing market. Siblings, as administrative head,
recognize that marketing is an essential component of this development stage,
consequentially they are committed.
The Future
Field Explanation
Field Explanation
Vision statement Within five years, the company will have established itself as a premier provider of
gourmet coffee and food for the ethically and socially aware coffee drinker. Coffeeville
will be always available for this active market for which it will be expanded to a number
of key locations in the CBD.
Goals/objectives To Increase revenue by a 30% of growth in sales by 30th June 2020 through targeted
marketing campaigns.
To Control direct and indirect operational costs by maintaining a minimum of 45% of
costs in relation to the Incomes by 30th June 2020
To Maintain superior product and service quality standards, achieving a customer
service satisfaction rate superior to 90% by 30th June 2020
Maintain highly trained and motivated staff, achieving minimum of 99% of employee
satisfaction rate 30th June 2020.
The Market
Field Explanation
Target market Who are you selling to? Why would they buy your products/services over others?
This answer should briefly summarise your answers under the main Market section.
Marketing strategy How do you plan to enter the market? How do you intend to attract customers? How
and why will this work?
This answer should briefly summarise your answers under the main Market section.
SWOT analysis
Field Explanation
Field Explanation
S.W.O.T. analysis List each of your businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.T)
table in the table supplied. For example:
Strengths: (e.g. experience in the industry).
Weakness: (e.g. location of your business).
Opportunity: (e.g. new export opportunity available).
Threat: (e.g. new competitor entering the market).
S.W.O.T. activity List each weakness/threat, the activities you will undertake to reduce/address each and
sheet the date of expected completion.
Product/services
Field Explanation
Product/services List each product/service your business currently offers. Provide a description and unit
table price (including GST) amount for each.
Market position Where do your products/services fit in the market? Are they high-end, competitive or a
low-cost alternative to the products/services offered by your competitors? How does this
In Australia
compare to your competitors?
Unique selling How will your products/services succeed in the market where others may have failed?
position What gives your products/services a distinctive edge?
Anticipated What is the anticipated quantity of products/services your customers are likely to
demand purchase? For example, how much will an individual customer buy in 6 months or 12
months?
Pricing strategy Do you have a pricing strategy? Why have you chosen this strategy?
To help you develop your pricing strategy, you could refer to your customer research,
market position, anticipated demand and costs/expenses to get an idea.
Whatever strategy you use when setting your price, you will also need to adhere to any
relevant fair trading legislation or codes of conduct.
Field Explanation
Value to customer How do your customers value your products/services? Are they a necessity, luxury or
something in between?
Growth potential What is the anticipated percentage growth of the product in the future? What will drive
this growth?
To help you determine this growth potential, you could refer to your region/industry
research to get an idea of any industry/regional growth that could affect your business
in a positive way. You could also look up any social trends that may have a positive
effect on your business.
Sales/marketing personnel
Field Explanation
Sales/marketing List your current staff in the table provided. Outline each job title, name of the employee
personnel table in the position and the main responsibilities related to the position. You may also like to
attach a copy of their resume to the back of your plan.
The Market
Field Explanation
Unique selling How is your business unique in the market? What differentiates your product/service
position from others in the market? What makes your business stand out from your competition?
What product gap or service need does it fill for your customers?
Your customers/clients
Field Explanation
Customer Define who your target customers are and how they behave. You can include age,
demographics gender, social status, education and attitudes. What are their lifestyles, activities, values,
needs, interests or opinions? Where are they located?
Field Explanation
Key customers Identify your key customers. (These can be large consumers of your products or
individuals whose satisfaction is key to the success of your business.) How will you
target your products/service to them? How will you deliver your product/service to
them?
Customer How will you maintain a good relationship with your customers? What techniques will
management you use? How will you keep your customers coming back? Have you introduced
customer service standards? Do you follow any code of practice?
Competitors
Field Explanation
Your competitors How do you rate against your competitors? How can your business improve on what
they offer?
Competitor details List at least 5 competitors in the table. For each competitor enter:
table
Competitor: Competitor name.
Established date: When were they established?
Size: Number of staff and/or turnover.
Market share (%): Estimated percentage of market share.
Value to customers: Unique value to customers. Why they would do business with
your competitor? For example: convenience, quality, price or service?
Strengths: What are your competitor's main strengths?
Weaknesses: What are your competitor's main weaknesses?
Market research What statistical research have you completed to help you analyse your market? Did you
use a survey/questionnaire? If so, you may like to attach a copy of your
Australia
survey/questionnaire to the back of this plan.
Market targets Outline your planned sales targets. These targets need to be realistic and achievable.
What quantity of your products/services do you plan to sell in a planned timeframe? Are
Australian
they monthly or yearly targets? For example, you may set yourself a goal of selling 1
000 products in 12 months.
Field Explanation
Environmental/indu Detail the results of the market research you have performed. Is the area experiencing
stry analysis population growth? Are there long-term employers in the area? Is the region's economy
stable? Are there seasonal variations?
What is the size of the market? What recent trends have emerged in the market? What
growth potential is available and where do you fit in? How will the market/customers
change when you enter the market? What external factors will affect your customers?
A good place to start when researching your regional profile is the Australian Bureau of
Statistics website. The regional profile information includes economy,
population/people, industry and environment/energy statistics.
Marketing strategy What is your overall marketing strategy? What steps or activities will you undertake to
achieve your goals/objectives? For each marketing activity/milestone:
Marketing activity/milestone: Print advertising, online advertising, mail-out, giveaway,
Australia
media release, event, website, blog/social media, public relations, branding and
artwork, or publications and catalogues.
Person responsible: Who is responsible for completing this task?
Date of expected completion: When do you expect to complete the marketing activity?
Cost ($): Estimated cost of activity.
Success indicator: What indicator/ measurement result will need to be met before this
activity is considered a success?
Field Explanation
Field Explanation
Social media What do you want to achieve/communicate (brand awareness, online sales etc.)? What
strategy social media tools do your customers use (e.g. Blogs, Twitter, Facebook etc.)? What
strategies can you use to network and communicate effectively with these customers?
Who will upkeep your social media presence? Do you have internal staff or would you
need to engage an external organisation?
Sales strategy What sales techniques do you use? What are your strategies behind these techniques?
How is this different/better than your competitors?
Field Explanation
The Finances
To complete the finances portion of this marketing proposal, you should rely heavily on your financial
statements and projections.
The business.gov.au Business plan template available at www.business.gov.au/businessplan can provide
you with a start-up costing, balance sheet profit and loss, cash flow and a break-even analysis template.
Budget
Field Explanation
Price What price have you determined for your products/services? Does this price consider all
your costs including personal, start-up, operational, cash flow and working capital?
Have you also allocated a profit margin in your costing? What price will your target
market bear? Do your prices consider any seasonal variation to your suppliers’ costs?
Expected sales What are your expected sales? When do you hope to achieve these figures? Are there
seasonal influences?
Field Explanation
Monitoring/measurement activities
Field Explanation
Monitoring/measur Reviewing the impact of your marketing should be a periodic activity. List the details of
ement activities each review in the table provided. For each marketing activity:
table
Marketing activity: Print advertising, online advertising, mail-out, giveaway,
media release, event, website, blog/social networking, public relations, branding
and artwork, or publications and catalogues.
Date of review: (e.g. Month/Year or 6 monthly).
Monitoring methods: What tools did you use to measure/monitor the impact of
your marketing activities?
Review outcomes: What were the results for the promotional period? What were
your sales/profit figures? How many new/repeat customers did you receive? How
many visitors to your website?
Supporting documentation
Question Explanation
Supporting List all your attachments here. These may include resumes, customer
documentation survey/questionnaire and/or financial documents.
Your assessor must complete the following checklist and provide feedback, you must organise this form to
be uploaded with this assessment task. Your work will not be finalised if this form is not completed.
evaluate and report on the above marketing strategy and plan against the following
criteria:
consistency with overall marketing direction
exposure achieved
Yes No
penetration of target market
cost-effectiveness of financial and human resources
completion of strategy within established timeframe
recommendations for strategic responses based on evaluation.
research and critically analyse internal and external business environments relevant to
Yes No
the above product or service
Instructions to Students
You are required to present either your business plan or marketing strategy to the class group. You may
prepare and present your information in any format you choose for example; organise a meeting with your
team and present your plan or prepare a class presentation or other. Please speak to your trainer and assessor
and discuss the most suitable presentation style for you.
Activities:
3.1. You are to use both the business plan and the marketing strategies to refer to
3.2. You are to prepare documentation and may choose to also develop an electronic presentation for the
meeing so that the marketing ideas are easier to present and sell to the staff members.
3.3. You need to communicate information about your organisation and your proposal and seek advice
from the group. You need to use active listening and questioning to get their views, to clarify and
confirm understanding.
3.4. You must complete meeting minutes and note all that has been discussed.
3.5. Obtain agreement from Rufus and other staff on the marketing strategies.
Meeting Minutes
Chair: Student own name and Attendees: Student names and student
student ID: IDs:
Your assessor will complete the observation checklist below. You must ensure this is completed and
uploaded so this task can be marked.
Ability to use oral communication skills to present information about their Yes No
organisation’s business or marketing plan to the class group.
Yes No
Writing skills to develop a business or marketing plan and business plan
Yes No
Numeracy to evaluate mathematical information to review the market and research
the competitor.
Yes No
Planning and organising plan and implement strategies
Yes No
Navigate the work of work by taking responsibility for complying with legislation
Yes No
Interacts with other by using appropriate communication techniques
Yes No
Gets the work done by preparing, planning and implementing business and
marketing plans to achieve organisational goals and objectives
Yes No
Assessment Task 1 – completed and satisfactory
Yes No
Assessment Task 2 – completed and satisfactory
Yes No
Assessment Task 3 – completed and satisfactory
Feedback
Assessor Declaration: I declare that I have assessed this student in this task and have provided appropriate
feedback.
Assessor Signature: ____________________________ Date:
____/_____/_____