Marking Guide

Assessment Task 2: Evaluate marketing opportunities

Candidate’s name Wei-Lun CHENG Student no. 1342

Assessor’s name Showkot

Submission date 19/12/2021

Outcomes
Satisfactory Assessor’s comments
Did the candidate:
Yes No

Submit evaluation report for the board of directors (estimated five √

to six pages)?

Submit all materials within the required timeframe? √

 Performance indicators
Satisfactory Assessor’s comments
Did the candidate:
Yes No

Identify and analyse opportunities in terms of their likely fit with √

organisational goals and capabilities?
Report refers to:
● Organisational marketing plan, structure, products and
services. For example, report considers opportunities in light
of strategic directions and possible expansion plans
● Principles of marketing and the marketing mix. For example,
report refers to importance of consumer and market data to
determine customer need; Report refers to elements of the
marketing mix entailed by each opportunity: Price changes
and discounts, Product offering, Distribution (online),
Promotion ($500,000 marketing campaign).

Evaluate each opportunity to determine its impact on current √

business and customer base?
Report refers, for example to:
● effect on sales volume for each opportunity for 2012/13

● market share

● profitability (Gross and net profit for 2012/13) (See example

calculations)
● own brand may be knocked out of contention because of
market need for Australian made goods.

Report includes at least two instances of numerical analysis or

statistical methods (See example calculations)
For example:
● profitability index

● least squares to calculate online market

● CVP analysis to calculate gross and net profit.

 Satisfactory Assessor’s comments
Did the candidate:
Yes No

Use an assessment of external factors, costs, benefits, risks and √

opportunities to determine the financial viability of each marketing
opportunity?
Report identifies external factors relevant to each opportunity, for
example:
Indian law, ATO Regulations and GST implications of
importation relevant to own brand opportunity
manufacturing, Australian standards consideration relevant to
own brand opportunity
E-commerce Best Practice Model relevant to e-commerce
opportunity
Marketing codes of practice and conduct, such as the Australian
Direct Marketing Association (ADMA) Direct Marketing
Code of Practice, The Free TV Australia Commercial
Television Industry Code of Practice, and the Australian
Privacy Act
Anti-discrimination legislation
Competition and Consumer Act.

Report should refer to relevant BBQfun policies and procedures.

 Satisfactory Assessor’s comments
Did the candidate:
Yes No

Report assesses and summarises the viability of each opportunity: √

● major costs associated with each opportunity, for example:

○ reconfiguration (e-commerce)
○ lease (own brand)
○ plant and equipment (own brand).
● potential benefits, for example financial and strategic

● risks associated with each opportunity and (mitigation

strategies), for example:
○ competition from competitors entering e-commerce
space (increased marketing spend, reducing margins)
○ WHS, insurance risks associated with manufacturing
(training)
○ WHS risks associated with increased traffic and
distribution (training)
● risks associated with managing change in the
organisation(leadership training for managers).
 Satisfactory Assessor’s comments
Did the candidate:
Yes No

Determine probable return on investment and potential √

competitors?
Report determines:
profitability index (see example calculations).

Report determines, for example:

The Yard: has a limited selection but significant depth. All
Australian made. No significant marketing or promotion. The
price point is high, but the quality of products is quite good.
Not in SE Queensland. Considering e-commerce options.
Considered potential treat for entering market through e-
commerce because of large distribution network.
E-commerce could mitigate or head-off threat
BBQ’s R us: Broad range of outdoor lifestyle products including
trinkets and furnishings. Lots of cheap imports.
Concentrating on established markets. Strong in the
replacements segment. One store in Brisbane. Mostly in
Melbourne and Adelaide. Considering e-commerce options.

Outdoorz: Large operations of only a few stores per city. Mass √

markets outdoor lifestyles at good value prices. No imported
goods. Extensive advertising. Low to medium quality. Strong
in the replacement segment rather than new and refurbished
dwellings. Gaining strength in Brisbane market. Considering
e-commerce options.
Bargain market opportunity could capture market share.
 Satisfactory Assessor’s comments
Did the candidate:
Yes No

Describe and rank marketing opportunities in terms of their √

viability and likely contribution to the business?
Report considers financial and non-financial information in arriving
at ranking.
Report determines (see example calculations):
1. E-commerce
2. Own brand (But may be considered knocked out because of
risk of offending market)
3. Bargain market.

Identify and document changes needed to current operations to take √

advantage of viable marketing opportunities?
Report identifies changes, for example:
● current stores may need to be reconfigured to accommodate
more stock and online order delivery
● office space may need to be reconfigured

● head office could move to Gold Coast to allow office space

in Brisbane to be used for online sales and customer service
● CRM and ERP software may need to be adapted to
accommodate increased distribution. Extra training may be
needed.

Ensure organisational changes to service an increased or different √

customer base include provisions for continued quality of service to
existing customers?
Report identifies:
service an increased or different customer base., for example:
o need for trained online customer service staff
o additional staff required in warehouse
o sales training required.
 Satisfactory Assessor’s comments
Did the candidate:
Yes No

ensure continued quality of service, for example: √

o training required for online customer service staff

o training required for all staff on importance of service
quality to target market.

Report justifies changes on the basis of maintaining quality.

Estimate resource requirements for changed operations? √

Report identifies resource requirements and explains costs (see

sample calculations; operational costs).

Determine and communicate viability of making changes to current √

operations to key stakeholders?
Report is addressed to Board of Directors as per scenario and
conforms to all requirements and specifications.

Document newly identified marketing opportunities and required √

changes?
Report uses appropriate language and level of formality to satisfy
needs of readers:
● formal language

● technical vocabulary; no need to define terms such as

‘marketing mix’
● assumed knowledge of organisational policies and marketing
strategies.

Referencing √

Comments/feedback to participant
The student has a sound knowledge and understanding of the main areas of content and
has achieved an adequate level of competence in the processes and skills.
Overall outcome is satisfactory.

Outcome: Satisfactory Not Satisfactory

Assessor signature: showkot