Answer2 - HAD - 2.2 - BSBMGT617 - SITXMPR007 - AssTool - V14may19 - TASK 2

ASSESSMENT TASKS
Training Package: SIT60316 Advanced Diploma of hospitality management

Cluster number and name: HAD 2.2 Develop and implement marketing strategies and business plans.
Units of competency: BSBMGT617 Develop and implement business plans
SITXMPR007 Develop and implement marketing strategies
Student’s ID: Please advise all students to insert their ID this column and on all pages, they submit.
Assessor’s name: Please ensure your name or assessor name is inserted.
ASSESSMENT INSTRUCTIONS
Overview
Prior to commencing the assessments your assessor will explain each task and the terms and submission of
your task. Please consult your assessor if you are unsure of any questions. It is important that you
understand adhere to the terms and conditions and address each task. The assessor will support you
throughout this process.
Written work
The assessment tasks are used to measure your understanding and underpinning skills and knowledge of this
unit of competency. When answering please ensure you address each criteria and sub point, demonstrate
your research of each of the questions and cover the topic in a logical and structured manner.
Active participation
It is a condition of enrolment that you actively participate in your studies. Active participation is completing
all tasks on time. If you do not participate you will be required to report to Student Services Coordinator.
Plagiarism
Plagiarism is taking and using someone else's thoughts, writings or inventions and representing them as your
own. Plagiarism is a serious act and may result in a student’s exclusion from a course. When you have any
doubts about including the work of other authors in your assessment, please consult your trainer/assessor.
The following list outlines some of the activities for which a student can be accused of plagiarism:
 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
 Handing in assessments without the adequate acknowledgement of sources used, including assessments
taken totally or in part from the Internet
If it is identified that you have plagiarised within your assessment task, then we will organise a meeting to
discuss this with you.
Copyright
You must be careful when copying the work of others. The owner of the material may take legal action
against you if the owner's copyright has been infringed. You are allowed to do a certain amount of copying
for research or study purposes. Generally, 10% or one chapter of a book is acceptable, where the participant
is studying with, or employed by, an educational institution.
Competency Outcomes
Each activity in this assessment tasks will be marked as either Satisfactory or Not Satisfactory.
BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

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If your work is marked as Not Satisfactory you will be provided with feedback from your assessor and then
given time to complete the task. Your assessor will provide you with a timeline in which you will be
required to submit your task. Resubmission timeline will be determined by the assessor and based on the
extent of the re-submission.
When you have completed all tasks in this document you will be granted an overall competency outcome,
which will be either Competent or Not Yet Competent.
If your work is marked as Not Yet Competent you will be asked to resubmit the assessment tasks as
indicated by your assessor. You will not be able to gain competency if any of your tasks are not fully
completed.
Assessment Appeals Process
If you are dissatisfied with the outcome of one of the assessment tasks or the final outcome of the assessment
task because you feel that the result is unfair or incorrect, you may request to have the task/s or overall
assessment task reviewed. If you are still dissatisfied with the outcome, you may lodge a formal assessment
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.

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Assessment task 1: Develop a business plan

Assessment type:
 Written Questions, activities such as meetings and consultation
Assessment task description:
 This is the first (1) unit of assessment task student has to successfully complete to be deemed
competent in this unit of competency.
 The comprises written questions and activities which require students to develop a business plan
 Student must answer all the question and submit them to the Trainer/Assessor.
 Student must answer all questions to the required level, e.g. provide the number of points, to be
deemed satisfactory in this task.
 Trainer/Assessor is required to provide the feedback within two weeks and notify students when
results are available.
Applicable conditions:
 All knowledge tests are untimed and are conducted as open book tests (this means student can refer
to textbooks during the test).
 Student must read and respond to all questions.
 Student use computers to answer the questions.
 Student must complete the task independently.
 No marks or grades are allocated for this assessment task. The outcome of the task will be
Satisfactory or Not Satisfactory.
 Trainer /Assessor must assess student’s written skills and knowledge as he/she complete this
assessment task.
 The trainer/assessor may ask student relevant questions on this assessment task to ensure that this is
his/her own work.
Resubmissions and reattempts:
 Where a student’s answers are deemed not satisfactory after the first attempt a resubmission attempt
will be allowed.
 Student may speak to their Trainer/Assessor if student have any difficulty in completing this task
and require reasonable adjustments (e.g. can be given as an oral assessment)

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 For more information, please refer to RTO Staff Handbook.

Location:
 This assessment task may be completed in a classroom, learning management system (i.e. student
portal), workplace, or independent learning environment.
Instructions for answering written questions:
 Student must have to complete a written assessment consisting of a series of questions.
 It is expected from students to correctly answer all the questions.
 Answers must demonstrate an understanding and application of relevant concepts, critical thinking,
and good writing skills.
 Student must concise to the point and write answers according to the given word-limit to each
question and do not provide irrelevant information.
 Student must not use non-discriminatory language. The language used should not devalue, demean,
or exclude individuals or groups on the basis of attributes such as gender, disability, culture, race,
religion, sexual preference or age. Gender inclusive language should be used.
 Assessor should not accept answers copied directly from texts without acknowledgement of the text.
Instructions for assessors:
 This assessment task requires the student to answer all the questions.
 Answers must demonstrate the student’s understanding and knowledge of the unit.
 Assesses each student’s answers in accordance with the guidelines provided in the “Trainer
Assessment Pack”.
 Should not accept answers copied directly from texts without acknowledgement of the text
 Assess each student’s answers and provide feedback within two weeks of submission
 Notify each student that they are Satisfactory/ Not Satisfactory via the learning management system.
 Submit assessed unit assessment pack to student administration within one week of marking, so that
results can be uploaded into the student management system.
Purpose of the assessment
This assessment task is designed to evaluate student’s knowledge in being able to:
 describe models and methods for operational plans
 explain the role of an operational plan in achieving the organisation s objectives

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 explain budgeting processes

 list alternative approaches to developing key performance indicators to meet business objectives
 outline the legislative and regulatory context relevant to the operational plan of the organisation
 outline the organisation s policies, practices and procedures that directly relate to the operational
plan.
 explain principles and techniques involved in the management and organisation of:
 performance measurement
 personal behaviour, self-awareness and personality traits identification
 a personal development plan
 personal goal setting
 time
 discuss management development opportunities and options for self
 describe methods for achieving a healthy work-life balance
 outline organisation s policies, plans and procedures
 explain types of learning style/s and how they relate to the individual
 describe types of work methods and practices that can improve personal performance.
Resources required
 Learner guide
 Computer
 Internet
 Template for a business plan
 Virtual company – CoffeeVille (your assessor will organise access)
Assessment conditions
In order to complete this task, you will need to access relevant legislation, regulations, standards and codes
relevant to the marketing industry and also access relevant workplace documentation and resources.
Benchmark for Assessment

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 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.
Short 30+ words
Medium 100+ words
Long 200+ words
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)
Every conduct that go against the copy right, privacy act and/or consumer law. Which are, law designed to
protect consumers against improperly described, damaged, faulty, and dangerous goods and services as
well as from unfair trade and credit practices.
Also it might affect the business to:
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.

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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)
Key provisions of Explanation

relevant legislation
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:
standards of business conduct

unfair contract laws
harmful business practices
the regulation of specific types of business-to-consumer transactions
basic consumer rights for goods and services
the regulation of consumer product safety.
The laws are administered and enforced jointly by the Australian
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:
If customers ask for a bill, you must provide it free of charge.

If you sell goods or services worth more than $75 (excluding GST), you must give
your customer a bill.
If you give receipts, they must identify you (the supplier), your ABN and/or ACN
(if any), what was supplied, the date of supply and the price.
If there is a problem with your good or service, your customer has the right to ask
you for compensation. This compensation can include a full refund, even if you
have signs saying, "no refunds".
The Privacy Act 1988 (Privacy Act) is an Australian law which regulates the

Privacy Act 1988
handling of personal information about individuals. Personal information is
information or an opinion about an identified individual, or an individual who is
reasonably identifiable.

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Intellectual property refers to any intellectual creation, such as literary works,

Copyright and
artistic works, inventions, designs, symbols, names, images, computer code,
intellectual
etc.Intellectual property law exists in order to protect the creators and covers areas
property
of copyright, trademark law, and patents.
considerations
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.

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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.
In order to start a marketing plan, it is required to get a:
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.
Taking People on a Virtual Tour

Develop a loyalty program
Using video messages to communicate with the customers
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

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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
the social awareness might loss attention.
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.

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1.10.Outline the process to be undertaken in preparing a hospitality establishment’s business and

marketing plan in preparation of submission for approval by key stakeholders; and in your answers
list and identify who the stakeholders who would be. (Medium)

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D efine Target audience
D efine goals
M arketing Tactic
Budget setti ng
Im plem entati on
Control
Evaluation & Feedback

The process to be undertaken when preparing a business and marketing plan should have a systematic
approach to the achievement of marketing goals. Steps in the process include situation analysis; setting
of objectives; strategy formulation; development of action programs; implementation; and control,
review and evaluation.
The most appropriate way for the hospitality companies to think about marketing is that the plan should
cover a complete year. Nothing is permanent, time changes, people leave, markets progresses and then
regress, and customer demands varies. However, it is also advisable to fragment the plan into a medium-
term future action, having into account the benefits of sessions within the hospitality industry.
The mentioned plan has to be approved by the internal stakeholders which are Managers &/or investors
through a formal communication media such a meeting or a written communication.
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

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what strategies would you use to implement and evaluate the marketing activities moving forward?
(Medium to Long)
Have clear signage.

This may sound obvious but it’s crucial. Making physically visible than the business is open in extra
hours having a clear signage is relevant, reason why is a good idea to spend some additional budget on a
good work, a professionally designed logo that ca make people remember and relate the brand name.
Get active on social media.
Social media is a must in terms of marketing, it has become increasingly essential for food businesses
and can help reach a wider audience than ever before. The only condition of this is that, it is required to
post regularly to hold people’s attention. Getting a position for a person that can manage it, would be
professional.
Host a media event.
Invite local journalists and food bloggers for a media event. Some free drinks and food will cost you a
bit if we compare with the benefits of acquiring good will and a positive reputation among the
environment.
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.
1.13.Read the scenario below and complete activities as indicates.

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To complete this assessment task you must access the virtual company called CoffeeVille and access
their current strategic plan and marketing strategies.
Read the Case Study - Coffeeville Coffee Shop and complete all activities as indicated.
COFFEEVILLE Coffee Shop Case Study

Siblings Rufus and Emma have both trained and worked in the
hospitality industry over many years. They decided to open
Coffeeville in 2009.
Since then, the siblings have been providing quality
products to the busy CBD population. The family-oriented
siblings understand the importance of healthy
communities and they endeavour to run a business that
values and supports communities on a local and global
scale.
CoffeeVille only serves certified fair trade coffee. The
coffee shop provides a friendly environment for staff and
customers. Where possible, CoffeeVille sources local
ingredients and products and the coffee shop also aims to
provide healthy choices:
 the coffee shop sources organic ingredients and
products; and also
 vegetarian and gluten-free options.
Now CoffeeVille is entering its third year of business operations. Due to effective positioning, the cafe has
been well-received by the local community and the consumer market.
According to the company mission, CoffeeVille provides a unique and compelling cafe experience for the
socially aware city coffee drinker.
CoffeeVille provides:
 high quality, fair trade, coffee
 superior hot and cold gourmet food and beverages
 consistently high level of expert and knowledgeable, fast and friendly service.
According to the CoffeeVille vision, 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 have
expanded in the CBD to open additional locations and in the current location open shifts open evening trading
to capture workers who are working long hours, e.g. professionals with no children at home, that wish to have

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healthy dinner options prior to driving home to the suburbs.

CoffeeVille aims to achieve company mission and vision through the implementation of several key strategic
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:
Having read the policies and procedures that Coffeeville has displayed on its intranet. It is possible
to identify the following main aspects of the organization:
(The whole document is found in the file attached “POLICIES AND PROCEDURES –
COFFEEVILLE.pdf “)

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Recruitment options:
Staff will be recruited through word-of-mouth, through trade publications, and through online
recruitment facilities such as seek.com.
Training programs:
Training is crucial to CoffeeVille’s service offering. CoffeeVille will implement training programs
on coffee/food preparation and customer service monthly. Training will be conducted by external
trainers and partner Emma Belcastran, who has extensive sales and marketing experience.
Skill retention strategies

Staff performance will be continually monitored and managed in accordance with the CoffeeVille
performance management policy. Managers and employees will collaborate to produce work plans
to build skills and ensure alignment of employee efforts and skills with company strategic directions
Product and price

Finest coffee ground fresh by CoffeeVille; 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
Service
Consistently high level of fast and friendly service provided by skilled and experienced staff. Service
is a key differentiator of CoffeeVille’s offering. Catering will be delivered as per customer
specifications in line with the CoffeeVille market positioning as a premier service.
Ethics
Fair trade ingredients used wherever possible. CoffeeVille is an environmentally responsible
business and uses recyclable packaging. Social and environmental responsibility is a key
differentiator of CoffeeVille’s offering
Process

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CoffeeVille grinds and prepares coffee and prepares fresh food on site daily. Bread, muffins and
prepared pastries are delivered daily from suppliers. Food and beverages are prepared by cafe
employees in accordance with kitchen procedures and CoffeeVille food and hygiene standards,
available to staff in the employment handbook provided to all staff on induction.
Inventory
In close consultation with suppliers, CoffeeVille uses a just-in-time stock system. This system is
characterised by low stock levels which vary constantly and are replenished daily. Consequently,
coffee beans and bottled drinks are some of the few items that may be inventoried more than two
days. CoffeeVille has determined that this system is the best way to maintain the food freshness and
quality standards demanded by customers.
Payment types accepted

CoffeeVille accepts cash, EFTPOS and credit card payments (Visa, MasterCard, and American
Express). A 30 day credit period is available for catering customers.
Credit policy
CoffeeVille has 30 day credit terms for catering customers
Memberships and affiliations

CoffeeVille is a member of the Melbourne Chamber of Commerce.
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)
Mission statement:
CoffeeVille provides a unique and compelling cafe experience for the discriminating and
socially aware Melbourne coffee drinker. CoffeeVille provides:
● high quality, fair trade coffee

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● superior hot and cold gourmet food and beverages

● consistently high level of service that is expert and knowledgeable, fast and friendly
Vision statement
Within five years, CoffeeVille will have established itself as a premier provider of gourmet
coffee and food for the ethically and socially aware Melbourne coffee drinker. CoffeeVille will
have expanded to a number of key locations in the Melbourne CBD.
Value Proposition
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
Key objectives and financial review Financial objectives
1. Minimum 10–15% increase in gross profit income each year.
2. Reduce the overhead per store through disciplined growth.
3. Decrease the cost of sales.
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)
(EMAIL SENT – SCREENSHOOT)
Private and confidential
Sydney
CDB
June 6th 2019
Dear Cofeeville team

Update in new decision of extension in opening hours following the Performance Improvement

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Plan.
I would like to arrange a meeting with you on 11st june 2019 at Coffeeville CBD shop in order to
discuss our new decision regarding to the improvement of performance which has a consequence
of extending the opening hours this decision is taken following the settle goals of growth for the
Coffeeville.
Please confirm that you are able to attend the meeting at the organised time or suggest an
alternative date or time.
Until now we have taken an informal approach to improving our performance, providing guidance
and support from all the team members in an informal way; however , I do not think that our
performance has improved to a satisfactory level and I am proposing to take a more structured
formal approach to working with the team members on our performance issues.
My issues of concern are:
 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.
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

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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
 Value quality of food
 Value healthy eating
 Value ethical and sustainable practices
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

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Meeting name: Initial meeting Date: 11st june 2019
Chair: Sebastian Sosa Attendees: Camilo Guevara

Andy Frederick
Joseph Balvin
Charlie
Valderrama
Heading Points discussed Outcome and decisions Responsibilities

about plans discussed
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

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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
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
and dinnertime foot traffic
are trending upwards as
time-poor consumers eat
out for lunch and dinner.

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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.
financial resources Key objectives 1.Minimum 10 –15 % Emma & Rufus,

required increase in gross profit in Sebastian Sosa.
come each year. 2. Reduce
the overhead per store
through disciplined growth.
3. Decrease the cost of
sales.

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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
 The finances (financial resources required)
 Human and physical resources required
 Productivity and performance targets for key result areas for the business
 Supporting documentation (e.g. quotes or other research conducted)
Instructions:
Students can use the following template or design their own. The notes in the plan have been
inserted intentionally so that students can use them as an example and delete the comments as they
are filling in their own details about expanding services of the coffee shop.
Please note that the information in the template was intentionally based on a different company as
the information is only example information for the students to review and learn from. Assessors can
provide other and additional examples

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Business Plan Template

The Business
Business name: Coffeeville
Business structure: Partnership
ABN/CAN: 3634810376
Business location: CBD
Date established: June 2009
Business owner (s): Emma Belcastran; Rufus Belcastran
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
knowledgeable, fast and friendly service. Research indicates a growing demand
for this product/service combination.
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.

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Mission statement: CoffeeVille provides a unique and compelling cafe experience for the
discriminating and socially aware coffee drinker. CoffeeVille provides:
high quality, fair trade, coffee
superior hot and cold gourmet food and beverages
consistently high level of expert and knowledgeable, fast and

friendly service.
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
takeaway; individual sit-down; groups (organisations and business catering).
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 demographics Demographics - male and female.

 Ages 20–60; this is the age-group that makes up 83% of the available daytime
market.

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Behaviour factors
 Eat dinners in local pubs or restaurants occasionally for dinner prior to going
home
Value ethical and sustainable practices
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
into employee handbooks.
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.
Market and Situation Analysis
Economic environment The outlook for the Australian economy as a whole remains cautiously

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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

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pastries fresh daily. CoffeeVille prices are competitive but slightly higher than
competitors’ but such pricing is intended to signify higher quality and brand
prestige.
Political environment Relevant legislation may include:
health and safety
food safety
banking implications following GFC
IR laws
possible packaging and labelling laws
increasingly stringent environmental laws
traineeships and funding.
The last three types of legislation may be particularly important for

CoffeeVille’s business and marketing activities. As noted, ethical
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

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S.W.O.T. Analysis List each of your businesses’ Strengths, Weaknesses, Opportunities or Threats
(S.W.O.T.) in a table.
Strengths Weaknesses
Excellent staff, highly skilled at A limited marketing budget to develop

coffee making and food preparation. brand awareness.
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:
S.W.O.T weaknesses/threat Activity to address Activity completion date:

weakness/threat

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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. ,
Limited space and capacity Re-allocation of 1st July 2019.

to serve more customers. furniture, looking for
a better space
configuration; also,
enhancing the take-
away option.
High cost of sales associated Run an external 1st July 2019

with choice to provide fair relationship
trade and organic food and management, looking
coffee for better supplier
deals.
Competition from local cafes Developing a deeper 1st July 2019

and food service providers. competitor analysis
Uncertainty of worldwide in the 5km area
coffee supplies. where Coffeeville is
located.
Potential shifts in population Adopt a loyalty 1 July 2019.

when buildings or streets are program, so in case
that population
redeveloped. change, the costumer
will remain, also
when new population
arrives, they will feel
attracted to a
business that
generates bounds
with old costumers.

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Risk management List of identified risks and Ratings (High/ Med/ Possible management
threats (review SWOT) Low) and comments strategies
Risk Assess Impact Controls Monitoring Timeline Responsible

Risk s
(L, M,
H, E)
Financial Risk Extreme Increase in costs Stablishing a By getting 3 months Financial
of operation. rigorous plan the weekly Controller
of action that bank
take into statement,
consideration budgeting
the costs control,
involved and constant
contingencies audit over
needed. the
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.

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By-law Medium Business closure, Follow the By 1-2 Managers

Compliance expensive fines legal following weeks and Legal
Risk and reputation framework as the legal outsourcing
affected. advised for the framework
external and asking
support. for legal
advisory.
Market High Not being Familiarize the By running 2 months Managers.
acceptation successful with environment of effective
the extension of Coffeeville marketing
trading hours, not with the campaigns
getting enough inhabitants of
sales and the zone.
consequentially, Making them
business will aware of the
have to close. brand.
Products/Services
Product/Service Description Price per hour

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List each product/service Focaccias Finest gourmet ingredients. $10

your business currently Fair trade ingredients,
offers. Provide a
description and unit price where possible.
(including GST) amount
for each. Homemade sauces, organic
vegetables, and local
(where possible) or
imported meats and
cheeses.
Salads $10
Salads
Finest gourmet ingredients.

Fair trade ingredients,
where possible.
Homemade sauces, organic

vegetables, and local
(where possible) or
imported meats and
cheeses.

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Pastries Finest gourmet ingredients. $12

Fair trade ingredients,
where possible. Choice:
lactose
free
gluten
free vegetarian.
Cofee Tea, hot Finest gourmet ingredients. $6

chocolate Fair trade, where possible.
Milkshakes and iced Finest gourmet ingredients. $9

coffees Fair trade, where possible.
Bottled drinks Variable selection.Fair $5

trade, where possible.
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.

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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
List current staff’s details. Job Title Name Responsibilities
Sales manager Rufus Belcastran motivating and advising

their reps to improve their
performance, as well as
hiring and training new
sales representatives.
Achieve their objectives
through effective planning,
setting sales goals,
analyzing data on past
performance, and projecting
future performance.
Advertising and Sales
Advertising and To position CoffeeVille as a provider of a superior coffee

promotional strategy experience and supplier of gourmet food in the CBD.

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Increase foot traffic from 250 to 300 customers per day.
Increase brand recognition so that at least eight in ten people

within area (500 metres) recognise our brand in surveys conducted by
CoffeeVille and Action Marketing.
Establish good will within our target market so that at least

seven of ten people within area (500 metres) rate our company as
socially and environmentally responsible.
Planned promotion/ Expected business Cost ($) per year Target date/ timeline
advertising type improvement
Marketing plan Provide direction to $10,000 June 2019

completion marketing activities and
coordinate with business
plan.
Weekly magazine Will target key $13,000 Thursdays weekly; for

advertising takeaway and sit down following week
customers.
Monthly direct mail Will target catering $7,000

(DM) customers with key
1st Monday of each
messages.
month

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DM campaign 1 Will target catering $2,50 1/7/2019

customers with key
messages based on up to
date customer need.
Percenta
Channel Products/servi Advantag Disadvantag
ge of
type ces es es
sales (%)
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.
Cafe menu Catering Travel and
Catering 20–30%
items and preparatio distribution

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custom menus n may be costs.

for business done at
and cafe or
organisational elsewhere
groups. : flexible
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.
Expected
sales?
Having into account the previous distribution of incomes given, the following is the monthly
expected sales. $105.000 PER MONTH ,

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Marketing Include a list of suggested items in your marketing budget such as:
budget
Item Jan Feb Mar Apr etc.
(YEAR)
table
Marketing/Promotion 0 0 0 0
Radio advertising 0 0 0 0
Television advertising 0 0 0 0
Print advertising 0 0 0 0
Online advertising 0 Nil but to be Nil but to be

reviewed over reviewed over
time time

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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
Monitoring/measurement As it is mainly a digital marketing campaign, the activities of controls should

activities be:

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Web content: This is the study of how effective the information is on

Coffeeville website. It shows if it is informing the people who visit the site and
getting them to take some action of buy as a result.
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.
Individual visitors – This is data that tracks when an individual user

first visits our website during a specific period of time and how many times
that same person came back to visit it again. This metric let see how effective
each phase of a specific marketing plan was.
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.
Page views – This metric measures a number of pages each visitor to

our site looks at.
Search engine referrals – Many search providers such as Google have

special ways to track what keywords.
Social media effectiveness – Such things as ‘likes’ on Facebook and

‘mentions’ on Twitter to measure the effectiveness of our advertising there.
There are also other tools built into social media sites for tracking purposes
too.
Those controls should be running since the start of the marketing campaign, at

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ASSESSMENT TASKS
the end of every week.
1.14.You are required to meet with the team again.

As part of the implementation and review of the business plan you are now to meet with your team
again and discuss the business plan. Go through the details of the business plan and discuss methods
of monitoring and communicating your business plan to all relevant stakeholders and ensure the
successful implementation of your business plan.
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.

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 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.
E-mail asking for approval:

Mr. Rufus & Ms. Emma Belcastran
Executive Director
Coffeeville
Dear Rufus & Emma
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.

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All your approvals and contributions will be highly respected.

Sincerely
Sebastian Sosa
Development Manager.
Meeting Minutes
Meeting name: Presentation of Date: 10th July 2019

business plan
Chair: Sebastian Sosa. Attendees: Rufus & Emma

Camilo Guevara
Andy Frederick
Joseph Balvin
Charlie
Valderrama

Business plan Business plan Approval of business plan. Sebastian Sosa.

Agreement. Finance Manager
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

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required.

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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)
Read the following scenario and complete as indicated:

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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.

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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.

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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

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ASSESSMENT TASKS
the first period of extended operation.
Those are the main identified risks:
Human Legal
resources Compliance
External
Costing
Issues
Human resources ( Staffing, induction, organizational climate)

Legal Compliance ( Building Fire Plan )
Costing ( Security)
External issues (Customer Behavior, Parking arrangments)
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.

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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.
As a conclusion, as part of a continuous improvement effort, reviewing CoffeeVille’s processes and

work methods must be an active action that should be taken at the end of every month.
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.
Scenario 4 “Review after implementation of the Business plan”

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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,

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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.
Institutional Email Screenshoot:
Hello Guys. As you know we have meet in order to discuss and improve the Business plan, following this
feedback and comments given. The following are the meeting minutes
Meeting Minutes
Meeting name: Presentation of Date: 17th July 2019
business plan
Chair: Sebastian Sosa. Attendees: Rufus & Emma

Camilo Guevara
Andy Frederick
Joseph Balvin
Charlie
Valderrama


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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.
Having said that, the new budget is:

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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
Meeting name: Amends on Plan Date: 1st August 2019
Chair: SebastiaN Sosa Attendees: Rufus & Emma

Camilo Guevara
Andy Frederick
Joseph Balvin

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Charlie
Valderrama

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.
ASSESSOR’S OBSERVATION CHECKLIST Satisfactory
Was the student able to outcome
analyse and research business vision, mission, values, objectives, goals, competitors,  Yes  No
financial targets, management arrangements, marketing approaches and strategic, business

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and operational plans
understand of legislative requirements of the coffee shop to open in the evening  Yes  No
comprehend and understand of a variety of relatively complex texts to gather, interpret

 Yes  No
and analyse textual information from a range of sources to identify relevant information
develop of written documentation such as writing of the meeting minutes in a manner that
effectively documented feedback and outcomes, write a business plan which includes a
description of the business, products and services, financial, physical and human resource  Yes  No
requirements, permit and licence requirements, marketing activity, financial indicators,
productivity and performance targets for key result areas
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

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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
Overall task was completed satisfactory  Yes  No
Assessor Feedback, date and initials:

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Assessment task 2: Marketing Strategies

Assessment type:
 Written Questions and consultation process activities.
 This is the second (2nd) assessment task student has to successfully complete to be deemed
competent in this unit of competency.
assessment task.
his/her own work.
will be allowed.

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Location:
 Trainer/Assessor will provide student further information regarding the location for completing this
assessment task.
Assessment Pack”.

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 develop a marketing strategy and plan for a product or service

 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
Resources required
 Learner guide
 Computer
 Internet
 Virtual company - CoffeeVille
Short 30+ words
Medium 100+ words
Long 200+ words
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.

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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.

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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 logo Represents the scent of Coffeeville, a fancy, gourmet and

dynamic place.
Your name Sebastian Sosa
Your title Marketing Manager
Business name CoffeeVille
Main business 37 William st, Syd, NSW. Australia

address
ACN / ABN 35467890765
Prepared 15th Jun 2019
Table of Contents Version 1.0
Marketing proposal and plan overview
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

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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
Business name CoffeeVille
Business structure Company- Cafe
Business location 37 William st, Syd, NSW. Australia
Date established June 2009
Business owner(s) Rufus and Emma Belcastran
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

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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

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Field Explanation
Target market Demographics - male and female.

market.
Behaviour factors
Marketing strategy Through an integrated digital 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.
SWOT analysis
Field Explanation

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Field Explanation
S.W.O.T. analysis Strengths: Excellent staff, highly skilled at coffee making and food preparation.
table
Great location.High customer loyalty.
Coffee and food offerings that exceed competitors’ offerings in quality and speed.
Weakness: A limited marketing budget to develop brand awareness.
Limited space and capacity to serve more customers.
High cost of sales associated with choice to provide fair trade and organic food and
coffee.
Opportunity: Strong market potential. A significant percentage of the target market still
not visiting CoffeeVille on a daily basis.
Expansion and franchising. Extension of business hours. Corporate catering.
Threat: Competition from local cafes and food service providers. Uncertainty of
worldwide coffee supplies.
Potential shifts in population when buildings or streets are redeveloped.

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Field Explanation
S.W.O.T. activity A limited marketing budget to develop brand awareness.:

sheet
To Develop an action plan with a budget management that will contemplate both,
incomes and objectives, making changes when required.
Limited space and capacity to serve more customers.:
Re-allocation of furniture, looking for a better space configuration; also, enhancing the
take-away option.
High cost of sales associated with choice to provide fair trade and organic food and
coffee:
Run an external relationship management, looking for better supplier deals.
Competition from local cafes and food service providers. Uncertainty of worldwide
coffee supplies:
Developing a deeper competitor analysis in the 5km area where Coffeeville is located.
Potential shifts in population when buildings or streets are redeveloped.:
Adopt a loyalty program, so in case that population change, the costumer will remain,
also when new population arrives, they will feel attracted to a business that generates
bounds with old costumer.
Product/services
Field Explanation

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Field Explanation
Product/services Focaccias:
table
Finest gourmet ingredients.Fair trade ingredients, where possible. Homemade sauces,
organic vegetables, and local (where possible) or imported meats and cheeses. 10 AUD
Salads:
Finest gourmet ingredients.Fair trade ingredients, where possible. 10 AUD
Pastries:
Finest gourmet ingredients.Fair trade ingredients, where possible 12 AUD
Cofee Tea, hot chocolate:
Finest gourmet ingredients. Fair trade, where possible. 6 AUD
Milkshakes and iced coffees:
Finest gourmet ingredients. Fair trade, where possible 9 AUD
Bottled drinks:
Variable selection.Fair trade, where possible 5 AUD
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
In Australia
unique offerings of CoffeeVille
Unique selling Coffeeville is uniquely positioned for its target market. The competition may offer some
position of what Coffeeville offers, but not the combination of food and service quality, service
speed and social and environmental sustainability.
Anticipated CoffeeVille anticipates 250–300 customers daily, each of which will purchase at least
demand one menu item.

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Field Explanation
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.
Consumer research indicates a trend towards a more sophisticated cafe patron. In fact,
Growth potential
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
Field Explanation
Sales/marketing Sales manager, Rufus Belcastran; experience in motivating and advising, as well as
personnel table hiring and training sales representatives..
The Market
Field Explanation
Unique selling Coffeeville is uniquely positioned for its target market. The competition may offer some
position of what Coffeeville offers, but not the combination of food and service quality, service
speed and social and environmental sustainability.
Your customers/clients
Field Explanation

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Field Explanation
Customer Demographics - male and female.

demographics
market.
Behaviour factors
Value ethical and sustainable practices
Key customers Male or female between 20 and 60 years old, preferably full time workers with an
income over $50.000 per year, that enjoys eating outside and living the experience of a
fine coffee delivered with passion and an unique taste.
CoffeeVille will communicate with customers through targeted direct mail and social
Customer
media campaigns. The company will encourage feedback through email and social
management
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 into employee handbooks.
Competitors
Field Explanation
Your competitors How do you rate against your competitors? How can your business improve on what
they offer?

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Field Explanation
Competitor details List at least 5 competitors in the table. For each competitor enter:
table
 Competitor: Mc Donald Café
 Established date: 2012
 Size: Huge, +300 countries + 10000 staff in the whole world.
 Market share (%): 5%.
 Value to customers: Offers consistent, fast, low-priced food and service.
 Strengths: Much lower price point. Relatively fast.
 Weaknesses: Offers lower quality coffee and food.
 Competitor: Subway
 Size: Huge, +300 countries + 10000 staff in the whole world.
 Value to customers: Offers consistent, fast, healthy low-priced food and service
 Strengths: Much lower price point. Offers fresh salad and healthy options
 Weaknesses: Offers lower quality coffee and food.
 Competitor: Cafelatto
 Size: small, 10 staff.
 Value to customers: Offers slightly different, fast, healthy low-priced food and
service
 Strengths Interesting selection of sushi and sashimi. Much lower price point.
Offers fresh salad and healthy options. Relatively fast service.
 Weaknesses: Offers lower service, too slow when serving. Not friendly staff

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Field Explanation
CoffeeVille possesses reliable information about the market, and, through ten full years
Market research
of operations, has extensive knowledge of the common attributes of our customers.
Australia Information has been sourced through:
● Commerce reports
● Market research purchased by Rufus and emma.
● marketing research undertaken by CoffeeVille and Action Marketing on targeted
consumer groups such as information collected at point-of-sale, through website traffic
monitoring, social media monitoring, interviews and surveys.
Market targets 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
Australian
financial year.
Environmental/indu The outlook for the Australian economy as a whole remains cautiously optimistic. Strong
stry analysis 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%.

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Field Explanation
Marketing strategy Through an integrated digital 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.
Australia
The digital media campaign will target to create a social trend among the target market
through a story telling full of visual aids.
Advertising & sales
Field Explanation

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Field Explanation
Advertising and
promotional
One of the strategies of advertisement is to share with the Australian market the story
strategy table\
behind of Coffeeville, the story that has to be told is an authentic one, which is a brand
made out of hard-work and brotherhood, and one that has a serious passion for delivering
an authentic and outstanding quality coffee. Plus, that, it is advised to create a scenario
Australia
that is able to touch the heart of the costumers. Accordingly, it should be shared the story
of the company that relates the transformation process from the single decision of
serving a humble cappuccino in a small town in Italy, until being a multinational brand
entering to the Australian market, having into account that Australian market is driven by
emotions, that story telling of this interesting journey will generate a sense of
commitment, acceptation and inspiration among Australian customers.
The idea is to print in every coffee cup, in one side, a brief legend that narrates the story
of a persona that is a humble coffee grower who is thanking to the customer to taste the
finest coffee bean of the world. The legend could be:
“My name is Vizancio, A coffee grower from Alberobello a

small province of the southern of Italy, my father used to
say: the most flavored things of life are found in the smallest
things”, I never got what he meant …. until I tried this
coffee.
On the other side of the coffee cup will be printed a scan code that will contain the
following poster:

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Field Explanation
Social media Strengthening the social media channels is a key factor in this strategy. One of the best
strategy ways to promote a new product or service is to let customers speak for the brand
itself. Customers want to hear real experiences. Enhancing customers to give a
positive review in exchange of a discount or why not, a tasty product, will make that
New customers want to try the CoffeeVille products.
Sales strategy
Promotional Specials, incentives and Digital media Marketing are the sales techniques
that CoffeeVille will be using. Another strategy that can be practise is to offer a Great
Happy Hour (Limited edition).
Although many people associate happy hours with bars and nightclubs,
It can also be benefit from offering daily drinks, especially in the unknown position that
carries the brand. Happy hours tend to attract all kinds of new customers and spread
the word about Coffeeville to new groups.
Another strategy is to encouraging people to try the new product by

“In store Promo (limited time ) “
In this case, Coffeeville would be promoting special products like a iced- Tea which has
a high quality and fancy touch, that could be a success but due to its lack of recognition
among the customers, without an effective campaign, it won`t be known, that is why is
recommend to Coffeeville to Offer exclusive in-store discounts, such as a buy-one-get-
one-free or a percentage discount in the second drink.

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Field Explanation
Sales and The shopfront and the internet will be the main channel of distribution for the
distribution campaigns. The idea is that absolutely all the products are sold through those
channels table channels. Which means 100% of the sales.
The use of a digital marketing campaign comes after a serious analysis between the
other media, this comparison is shown in the following table.
Evaluation
Media Pros Cons of
effectivene
ss
Cost saving Could be

E- mail Time Saving considered as
Allows to a spam. Low
track the May not reach
campaign the target
Easy Contact audience
with
customers
The
External Visual philosophy of
promotiona exhibition the company Medium
l Time saving may be not
Wider met
perspective Lack of
priority for
the project
- Large Limited
audience Control
Press - Negotiation Non-popular Low
power- low media
costs Short term life

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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
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.
Field Explanation
Price The budget for marketing approved is 30% of the expected sales, which is equal to
$31.500.
Expected sales 105.000 PER MONTH,
Marketing budget THE EXPECTED SALES AND THE BUDGET OF MARKETING ARE FOUN IN THE
[YEAR] table ATTACHED FILE :
“BUDGET.XLS”
Monitoring/measurement activities
Field Explanation

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Field Explanation
Monitoring/measur as it is mainly a digital marketing campaign, the activities of controls should be:
ement activities
table Web content: This is the study of how effective the information is on Coffeeville
website. It shows if it is informing the people who visit the site and getting them to take
some action of buy as a result.
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.
Individual visitors – This is data that tracks when an individual user first visits
our website during a specific period of time and how many times that same person came
back to visit it again. This metric let see how effective each phase of a specific marketing
plan was.
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.
Page views – This metric measures a number of pages each visitor to our site
looks at.
Search engine referrals – Many search providers such as Google have special
ways to track what keywords.
Social media effectiveness – Such things as ‘likes’ on Facebook and ‘mentions’

on Twitter to measure the effectiveness of our advertising there. There are also other
tools built into social media sites for tracking purposes too.
Those controls should be running since the start of the marketing campaign, at
the end of every week.

Page 80 of 87
ASSESSMENT TASKS
Field Explanation
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.
ASSESSOR’S CHECKLIST TO EVALUATE YOUR MARKETING STRATEGIES OUTCOME
Was the student able to Satisfactory
develop a marketing strategy and plan for a product or service, including:

 identifying current and relevant marketing issues
 detailed, realistic implementation and monitoring program specific to the
product or service  Yes  No
 details of marketing techniques and distribution networks specific to the product
or service
 opportunities presented by new technologies
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

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ASSESSMENT TASKS
Overall task was completed satisfactory  Yes  No
Assessor Feedback, date and initials:

Page 82 of 87
ASSESSMENT TASKS
Assessment task 3: Meeting to present information

Assessment type:
 practical activity
 This is the third (3rd) assessment task student has to successfully complete to be deemed competent
in this unit of competency.
assessment task.
his/her own work.
will be allowed.

Page 83 of 87
ASSESSMENT TASKS

Location:
 Trainer/Assessor will provide student further information regarding the location for completing this
assessment task.
Assessment Pack”.

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ASSESSMENT TASKS
 develop a marketing strategy and plan for a product or service

 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
Resources required
 Learner guide
 Computer
 Internet
 Virtual company - CoffeeVille
Short 30+ words
Medium 100+ words
Long 200+ words
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:

Page 85 of 87
ASSESSMENT TASKS
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
meeTing 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
Meeting name: Approval of strategy Date: 26/07/19
Chair: Sebastian Sosa Attendees: Rufus
Topics covered Marketing strategy Outcome and decisions Approval of the strategy by
about plans discussed management.
Students will be putting their comments from the meeting
Rufus Believes Management asked for a The date of execution of Management is satisfied
that the plan wil further comparison of the plan, will be pending with the product delivered.
be successful as suppliers in order to up to the submission of
long as the sales determine a better option the previous petition.
exoected can be of purchase.
reached.
Your assessor will complete the observation checklist below. You must ensure this is completed and
uploaded so this task can be marked.
ASSESSORS FINAL CHECKLIST
Did the student demonstrate the following? Satisfactory / Not Yet

Satisfactory
Ability to use oral communication skills to present information about their  Yes  No
organisation’s business or marketing plan to the class group.

Page 86 of 87
ASSESSMENT TASKS
 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
 Yes  No
Feedback
Assessor Declaration: I declare that I have assessed this student in this task and have provided appropriate
feedback.
Assessor Signature: ____________________________ Date:
____/_____/_____

Page 87 of 87

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ASSESSMENT TASKS

Training Package: SIT60316 Advanced Diploma of hospitality management

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Assessment task 1: Develop a business plan

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

 For more information, please refer to RTO Staff Handbook.

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

 explain budgeting processes

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Short 30+ words

Medium 100+ words

Long 200+ words

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Key provisions of Explanation

standards of business conduct

If customers ask for a bill, you must provide it free of charge.

The Privacy Act 1988 (Privacy Act) is an Australian law which regulates the

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Intellectual property refers to any intellectual creation, such as literary works,

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Taking People on a Virtual Tour

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

1.10.Outline the process to be undertaken in preparing a hospitality establishment’s business and

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

D efine Target audience

Evaluation & Feedback

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Have clear signage.

1.13.Read the scenario below and complete activities as indicates.

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

COFFEEVILLE Coffee Shop Case Study

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

healthy dinner options prior to driving home to the suburbs.

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Skill retention strategies

Product and price

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Payment types accepted

Memberships and affiliations

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

● superior hot and cold gourmet food and beverages

(EMAIL SENT – SCREENSHOOT)

Private and confidential

June 6th 2019

Dear Cofeeville team

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

 increase revenue through targeted marketing campaigns

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Meeting name: Initial meeting Date: 11st june 2019

Chair: Sebastian Sosa Attendees: Camilo Guevara

Heading Points discussed Outcome and decisions Responsibilities

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

to both increase revenue

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

financial resources Key objectives 1.Minimum 10 –15 % Emma & Rufus,

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

BSBMGT617 _ SITXMPR007 Assessment tools Version 1 Issued15 May 2019

Business Plan Template

Business name: Coffeeville

Business structure: Partnership