Assessment Task 1: Knowledge questions

1. Describe all the following key components of a marketing plan.

Environmental analysis

Environmental analysis is the process of assessing the impact of opportunities and

threats to business, as well as facilitating environmental elements and designing the most
effective marketing strategies. The significance of environmental analysis is to understand
where the environment is headed, to identify which events and trends are favourable, to
access the scope of various opportunities, and to ensure the ideal fit between the
environment and the business unit.

Segmentation and the target market

Segmentation is the process of categorizing the market into several approachable

groups, such as demographic, psychographic, behavioural, and geographic segmentation,
whereas targeting is the process of focusing on a specific segment of the market to offer
products among all segments of the market. However, both are a process of identifying a
company's potential customers, evaluating which customers to pursue, and creating value
for the targeted customers. It is achieved through the process of segmentation, targeting,
and positioning (STP).

Positioning

Positioning is a strategic marketing exercise that requires the team to decide where
they want their product to fit in the market. Positioning enables a company to create and
protect a unique place in the marketplace and in the minds of its customers. As a result,
customers will understand what you're offering and see that your product best meets their
needs.

Marketing objectives

The foundation of an effective inbound marketing strategy is marketing objectives.

In addition, actionable targets are intended to provide not only overall direction, but also
clear and specific actions. Marketing objectives should be SMART (Specific, Measurable,
Achievable, Realistic, and Timely). Specify your goal so that you can concentrate your
BSBWRT301 Write simple documents Trainer Guide

efforts. The first step in this process is to ask yourself the five 'W' questions: What: What
do I want to achieve? , Why: Particular reasons for achieving the goal, Who: Who is
involved? , Where: Determine a location, and Which: Determine the requirements and
constraints. It is impossible to know whether a team is making progress toward successful
completion if a goal is not measurable. Your goal also needs to be realistic and attainable
to be successful. When setting a goal, you must use your current knowledge and skills as a
barometer to ensure that the goal is achievable. Goals that are relevant to your boss, your
team, and your organization will receive the necessary support. A timeframe or target date
is required for goals. A deadline commitment helps a team focus their efforts toward goal
completion and prevents goals from being overtaken by other, unrelated routine tasks that
may arise. Defining these parameters in relation to your goal helps ensure that your
objectives are met within a reasonable time frame.

Marketing strategy and its relationship to the marketing mix

Marketing strategies are an important component of a marketing plan because they

detail the marketing's direction and goals. Marketing strategies are the methods used to
satisfy and attract customers in order to generate a profit for the organization. The term
"marketing mix" refers to the combination of major marketing tools such as product, price,
place, people, and promotion, also known as the "5 P's of marketing." A product is
anything that is capable of providing a service - satisfying a desire or need. According to
Sigmund and D'Amico, a product is a good, service, or idea that provides a collection of
tangible or intangible benefits to customers. The price of a product or service is the amount
of money charged for it. It is the sum of all the values that customers give up in exchange
for the benefits of owning or using a product or service. Channels, coverage, assortments,
location, inventory, transportation, logistics, and so on are all examples of places. The
product's target market is people. Advertising your product through a medium that
influences target customers to purchase specific products or services is referred to as
promotion.

Budget

Budgeting allows you to align marketing strategies with business goals and direct
funds to marketing campaigns that provide the highest return on investment (ROI). A
BSBWRT301 Write simple documents Trainer Guide

marketing budget details how much money a company intends to spend on marketing-
related projects over the course of a quarter or year. It includes paid advertising, sponsored
web content, new marketing personnel, a registered blog domain, and marketing
automation software. Implementation plan

Implementation plan

A marketing implementation plan gives your marketing team a road map. It also
depicts how marketing will look in the future. A marketing implementation plan, in
essence, streamlines everything through the use of marketing workflows, sprints,
checklists, and marketing templates.

Marketing performance review strategy

Evaluation is an important part of marketing because it allows your company to

eliminate ineffective strategies and develop an overall plan that will help you grow your
business. Because the ultimate goal of most marketing efforts is to increase sales and
profits, use the numbers to determine how your campaigns are influencing customer
behaviour. By reviewing your marketing activity as you go, you can compare your
numbers to your goals and get a clear picture of what you need to do to meet them.
Marketing can be used to support your overall business objectives, so tracking your
progress toward strategic business goals is beneficial.

Risk management plan

A risk management plan ensures that risks are properly managed. The goal is to
reduce the effects of negative risks while increasing the impact of positive opportunities. It
explains how to deal with specific risks and what management actions must be taken to
mitigate or eliminate threats to project tasks and outcomes. An effective risk management
process consists of four steps: identify, analyze, control, and monitor. The process of
identifying risks primarily entails brainstorming. The company should conduct a SWOT
analysis (Strengths, Weaknesses, Opportunities, and Threats). This essential tool for
strategic and risk management planning can assist the team in identifying operational risks
and blind spots. During the analysis, your team will estimate the probability and impact of
each risk to discern where to focus first. Potential financial loss to the organization, time
BSBWRT301 Write simple documents Trainer Guide

lost, and the severity of the impact is all factors in accurately analyzing each risk. Once a
business entity has decided to assess potential solutions to mitigate identified risks, the
next step is to control and prevent their recurrence. When it comes to on-going threat
monitoring, clear communication among your team and stakeholders is crucial.

2. Describe each of the following common marketing opportunities.

Strategic alliances and cooperative business models

Strategic alliances are also referred to as cooperative business models. Strategic

alliances are cooperative agreements between two or more companies to work
collaboratively and share resources in order to achieve a common business goal. The
benefit of strategic alliances is that they allow an organization to reach a broader audience
without investing additional time and money. A franchise business is always looking for
new and creative ways to expand its clientele and reach out to new potential customers,
and forming a strategic alliance is one way to do so.

New products or services that target specific markets

Developing new products allows you to target new markets, increase market share,
sell more, and earn huge profits. In order to achieve a successful marketing plan, it is
critical to identify the specific target market when developing new products.

DEVELOPMENT OF EXISTING PRODUCTS OR SERVICES

Existing product or service development entails brainstorming to make existing products or

services more relevant. During this stage, the product development team determines which
ideas have the best chance of succeeding in the market. After selecting an idea, the
company must create a prototype or draft version that appeals to the target audience. A
strong product development strategy can help your company turn an idea into a profitable
product and then modify it to remain competitive on the market.
BSBWRT301 Write simple documents Trainer Guide

Greater market penetration with existing products or services

Market penetration strategy focuses on selling existing products or services into

existing markets in order to gain a larger market share. To create a successful penetration
strategy, the company should improve its existing product in order to increase market share
and drive out competitors. This strategy also includes pricing a product lower than
competitors' products in order to garner customers' interest.

Take-overs

A takeover occurs when one company presents a proposal to control or acquire

another, typically by owning a majority stake in the target company. The advantages of a
takeover include the diversification of your company's products, services, and long-term
prospects. The company will increase its market share, develop new skills, and acquire
intangible assets (brands, patents, trademarks).

New businesses

It is critical to recognize that acquiring a new business to take over is the most risky
method of growth. Having a new business to monitor and develop involves learning new
skills, overcoming obstacles when launching into target markets, and defending itself
against a takeover threat. The best part about starting a new business is that it allows you to
expand and increase your market share.

New businesses and franchising

As your company grows, franchising is one of the best strategies because it

provides benefits to all parties involved in the arrangement. Franchising your business will
require some time and money on your part, but it has the potential to make you a lot of
money in franchise fees. While there are numerous advantages to opening a franchise,
there are some drawbacks to consider. When a franchisor allows a franchisee to open a
business under their brand, they give up (or sell) some control over their small business
branding. Overall, franchising is beneficial to your company because it allows you to reach
more customers while also actively helping small businesses.

3. Describe each of the following common marketing strategies and approaches

BSBWRT301 Write simple documents Trainer Guide

Mass marketing

Mass marketing is a business marketing strategy that aims to reach the

broadest possible customer base, up to and including the entire market. Mass marketing is
the practice of selling the same product to the entire market. Television advertisements are
an example of mass marketing because they expose their product to a large number of
people. The goal of mass marketing is to get products in front of as many people as
possible in order to increase sales volume and return of investment (ROI). The ability of a
company to roll out a mass-marketing strategy on a large scale often determines its
success. Smaller businesses may struggle to raise the capital required to launch such a
broad marketing strategy.

Segment marketing

Market segmentation is a marketing term that refers to grouping prospective buyers into
groups or segments with similar needs and responses to marketing actions. Geographic,
demographic, psychographic, and behavioral market segmentation are common examples.
First, geographic segmentation is a subset of demographic segmentation technically. This
approach categorizes customers based on their physical location, assuming that people in
the same geographical area may have similar needs. A clothing retailer, for example, may
display more summer clothes in their Southeast locations than in their Northeast locations.
Second, demographic segmentation is a simple and widely used method of market
segmentation. It entails segmenting the market based on customer demographics such as
age, income, gender, race, education, and occupation. For example, a new video game
console's market segmentation strategy may reveal that the majority of users are young
males with disposable income. The third is psychographic segmentation, which aims to
categorize consumers based on their lifestyle, personality, opinions, and interests. A fitness
apparel company, for example, may target individuals based on their interest in
participating in or watching a variety of sports. Finally, behavioral segmentation is totally
dependent on market data, consumer actions, and customer decision-making patterns.
Millennials are more likely to buy trendy clothing, whereas older generations are more
likely to buy vintage clothing.

Niche marketing
BSBWRT301 Write simple documents Trainer Guide

Niche marketing is a special are of demand for a product or service. A niche market
is a specialized market in which a limited and well-defined product range is sold to a
specific group of customers. In a niche market, there is usually less competition or less
budget for competition overall. After you've established your revenue and profit, you can
consider expanding and entering other niche markets. Health and wellness is an example of
a niche market; the product opportunities in this niche are limitless: food and beverage,
beauty and personal care, skin health, immunity, digital products such as ebooks and
recipes.

Micromarketing

Micromarketing is an advertising strategy that allows a company to target a specific

niche group with a product or service. To use micromarketing techniques, a company must
first narrowly define an audience by a specific characteristic, such as gender, job title, age,
or geography, and then create campaigns aimed specifically at that group. Micromarketing
has the advantage of being less expensive than targeting a large audience and more
targeted, but it also has the disadvantage of requiring more resources and time. Examples
of successful micromarketing campaigns include Procter & Gamble (P&G), which created
and ran a unique marketing campaign to target African American women when introducing
its Pantene Relaxed & Natural shampoo and conditioner product line.

4. Explain the process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix align with an organisation’s strategic objectives.
Provide an example to illustrate your response.

A marketer must create a marketing plan in order to organize and align the plan
with the needs of the company. The marketing plan will define the company's marketing
strategy, including goals and a plan to achieve those goals, such as advertising goals with
measurable objectives. In addition, the "5 P's of marketing. To meet their objectives, a new
business will analyze the market and develop the marketing plan based on all the data
gathered, as the market plan contains an overview of the business market and
advertisement goals, the business's current marketing position, a timeline, track the results
with key performance indicators, and the target market and customer needs. Primarily,
developing a market plan is critical for this new company to be better prepared.
BSBWRT301 Write simple documents Trainer Guide

5. Explain the process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix meet legal and ethical requirements. Provide an
example to illustrate your response.

To ensure that market strategies meet all legal requirements, the marketer can
consult with a lawyer or the company's legal department, asking them to review the market
plan and designate any breaches for review. For example, a company developing a market
plan for a product that will be sold overseas must ensure that the features of the product
meet the ethical and legal requirements of the specific country, such as the food and
beverages that the labels must contain all of the required information.

6. Explain the process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix are achievable for an organisation. Provide an
example to illustrate

A marketing strategy is a broad plan outlining how you'll promote your company or
product above and beyond the competitors. To ensure that all strategies, approaches, and
market mix are achievable, it is critical to establish measurable goals and Key Performance
Indicators to track the progress of the process and analyze whether the results are meeting
the previously set goals. For example, a company with a market plan and goals such as
how much money will be spent on each advertisement on TV, paper, or social media, but
also measures the reach of the campaign and sets a profit-related goal. As the market
campaign seeks to increase profits through increased sales,
 BSBWRT301 Write simple documents Trainer Guide

PROJECT
PORTFOLIO

STUDENT VERSION

BSBMKG623
DEVELOP MARKETING
PLANS
First published 2021

This resource is copyright. Apart from any fair dealing for the purposes of private study, research, criticism or review as
permitted under the Copyright Act 1968, no part may be reproduced by any process without written permission as
expressed in the RTO Works License Agreement.

The information contained in this resource is, to the best of the project team’s and publisher’s knowledge true and correct.
Every effort has been made to ensure its accuracy, but the project team and publisher do not accept responsibility for any
loss, injury or damage arising from such information.

While every effort has been made to achieve strict accuracy in this resource, the publisher would welcome notification of
any errors and any suggestions for improvement. Readers are invited to write to us at hello@rtoworks.com.au.

Business Works is a series of training and assessment resources developed for qualifications within the Business Services
Training Package.
 Contents

Section 1: Marketing plan preparation 6

Section 2: Marketing Plan 8

BSBMKG623 Develop marketing plans | 12

Student name:

Assessor:

Date:

Business this assessment is

based on:

BSBMKG623 Develop marketing plans | 13

 Section 1: Marketing plan preparation
Complete this section prior to the meeting.
Business information
Provide an overview of the
business and its strategic
objectives.
Make sure you include the
name of the organisation, its
main activities, as well as
strategic direction and
objectives.
Native Bush Spices
Australia is based in
Coffs Harbour, NSW.
The business was
established in 2010
to cater for a demand for
Australian native food
products. The company
has organic certification.
The
company manufactures
and retails a range of
organic, Australian
native foods including:
 Native herbs and
spices
 Native herbal teas
BSBMKG623 Develop marketing plans | 14
 Native fruit jams
and conserves
Currently the business is
selling its products
through a number of
small supermarkets and
health
stores throughout
Australia. The
company also has a
web site through
which products can
be
ordered.
Native Bush Spices
Australia is based in
Coffs Harbour, NSW.
The business was
established in 2010

BSBMKG623 Develop marketing plans | 15

to cater for a demand for
Australian native food
products. The company
has organic certification.
The
company manufactures
and retails a range of
organic, Australian
native foods including:
 Native herbs and
spices
 Native herbal teas
 Native fruit jams
and conserves
Currently the business is
selling its products
through a number of
small supermarkets and
health

BSBMKG623 Develop marketing plans | 16

stores throughout
Australia. The
company also has a
web site through
which products can
be
ordered.
Native Bush Spices Australia is based in Coffs Harbour, NSW.
The business was established in 2010 to cater for a demand for
Australian native food products. The company has organic
certification. The company manufactures and retails a range of
organic, Australian native foods including: Native herbs and spices,
Native herbal teas and Native fruit jam and conserves. Currently
the business is selling its products through a number of small
supermarkets and health stores throughout Australia. The company
also has a web site through which products can be ordered. The
company's overall business objectives for the next three years are
to improve sales and brand awareness, expand into new markets,
and develop a bigger product variety. The corporation is also
examining partnership marketing alternatives. The company is also
considering expanding into international markets, particularly in
Southeast Asia, including Hong Kong, Japan, and Singapore.
The company’s overall business objectives for the next three years
are to increase sales and create brand awareness, develop a
broader product range, as well as expand into overseas markets.
The company is also considering options for alliance marketing.

Marketing Objectives:
The company’s overall business objectives for the next three years
are to increase sales and create brand awareness, develop a
broader product range, as well as expand into overseas markets.
The company is also considering options for alliance marketing.

 Increase the number of people who make a purchase online

(by creating an online shop within the next 6 months)

BSBMKG623 Develop marketing plans | 17


Legislation, standards and
codes of practice
List at least one example of
legislation, standards and
codes of practice that apply
to a marketing plan.
Describe the purpose of
each and how it is to be
applied to a marketing plan.
Research
Research market conditions
for the business, including
trends and development.
This must also include a
 Increase the number of retail outlets selling products by 150.
 To increase product awareness amongst the target market by
20%.
 To increase market share to 15%.
 To expand into at least three international markets.
 To identify new products and new markets.
 To attain annual growth of at least 10% over the next three
years.
A. Legislation
Environmental Legislation - To protect the environment, the
Australian Government, state and territory governments, and
municipal governments all collaborate. Australian Government
legislation governs the process of reviewing and approving national
environmental and cultural concerns. Certain business operations
are subject to environmental legislation implemented by states and
territories
B. Standards
The Implementation Subcommittee for Food Regulation (ISFR)
created this guide to provide guidance on how to comply with the
Nutrition, Health, and Related Claims Standard (Standard 127) in
the Code. The handbook offers templates and checklists to assist
businesses in demonstrating due diligence in meeting the
Standard's criteria. In 2017, the document was reviewed and
updated. It is recommended that Standard 1 2 8 of the Code be
checked to ensure that the associated Nutrition Information Panel
standards for nutrition content claims and health claims are met
C. Code of Practice
Food safety management policy guideline for the retail and food -
The Food and Grocery Code (the Code) aims to raise corporate
standards in the food and grocery industry. You should be aware of
several key conduct requirements that apply to Code signatories
while dealing with suppliers, as well as the processes suppliers can
take to file a complaint and settle a dispute.
Customers who like gourmet cuisine are the company's target
market. Australian consumers buying their products range in age
from 35 to 65. The majority of their customers are health-
conscious, concerned about the environment, and have an average
income of $80,000. Demand for Australian aboriginal foods,
marketed as "superfoods" and "reinvented" by international chefs,
has skyrocketed in recent years. Non-Aboriginal people in Australia
BSBMKG623 Develop marketing plans | 18
PEST analysis. and around the world are developing a taste for the Australian
bush.

In fact, the local food sector has exploded in recent years, to

the point where many suppliers are unable to keep up with
demand. Estimates place the industry's value at around $20 million
(excluding macadamia, which is a $200 million business in and of
itself). Over 15 natural species have already been economically
cultivated, thanks in significant part to extensive Aboriginal
knowledge of them, and several are being hailed as global
superfoods. Over the last five years, the Herb and Spice
Processing sector has grown. The industry has significant
underlying demand since pre-packaged herbs and spices are
widely used in home cooking as well as restaurant and cafe meals.
Revenue in the industry is predicted to expand at an annualized 1.5
percent rate through 2021-22, totalling $499.5 million. This includes
1.1 percent gain in the current year.
PEST analysis
A. Political
Governments all over the world have extensive regulatory
frameworks in place for every part of the food sector, including the
herbs and spices industry. This includes commercial kitchen
cleanliness, produce storage and transportation regulations, and
even labourer requirements in the food industry. Without a
question, this makes the industry one of the most strictly controlled.
On the good side, this ensures that consumers are not exposed to
low-quality nourishment, but the difficulties of regulation
undoubtedly reduce the food industry's profits.
B. Economic
Disposable income is increasing for a reason: labourers are now
earning more money. Hiring personnel is becoming more
expensive in general across all businesses. This is due not just to
an increase in the number of available employees, but also to the
government's increasing expectations for minimum wage. The
result of rising labour expenses, like in many other industries, is
simple: less margin for the business owner, and consequently less
profit.
C. Sociocultural
Consumers are aware that there is a definite link between the food
we eat and our personal health. As a result, more people are
seeking healthier ways to feed their bodies. This may not
necessarily have a positive or negative impact on the food industry,
but it does indicate that businesses will need to change in order to
remain relevant. Fast food restaurants, for example, will almost

BSBMKG623 Develop marketing plans | 19


Marketing plans and
performance
Review existing marketing
plans and marketing
performance (if available)
and document your findings.
certainly have to shift away from typical, high-calorie fried items
and toward healthier choices such as salads
D. Technological
In the food industry, we are seeing an increase in various sorts of
automation. Perhaps the clearest example is the usage of self-
checkout displays at fast food restaurants, as well as the use of
websites and applications for food ordering and automated
machinery for manufacturing, packing, and labelling. There will be
less need for labourers as we discover more methods to use
technology, particularly robots, in the food business. Overall, this is
a positive development for the industry because it will help
businesses to increase revenue while decreasing the probability of
human error.
E. Legal
Every country, in particular, has a plethora of rules governing how
food should be transported, kept, and prepared, including
guidelines on what temperatures specific food types can reach,
how they should be cleaned, and so on. While this is mostly a
political issue, it becomes a legal concern if any of these
regulations are broken. As a result, those in the food industry must
exercise considerable caution to ensure that they follow these
guidelines in order to avoid costly litigation
F. Environmental
Meat production, particularly red meat production, consumes a
large amount of water and has a considerable carbon impact. Not
only that, but the meat industry is clearing vast swaths of forest to
make way for new farmland. As a result, an increasing number of
people are transitioning to plant-based diets, and governments are
taking notice. Again, this isn't inherently a bad thing for food
businesses, but they will have to consider the long-term
implications of this move
After reviewing the existing marketing plans and marketing
performance, the following information are missing from the current
marketing policy and procedures:
 Achieving lower costs of production and distribution than
competitors: offering products at the lowest cost available
is strategy businesses often use to stimulate growth. A
company is more competitive when it can offer its products
at a lower price. To do this, an organization needs to
develop a cost leadership strategy. In this article, we will
discuss what cost leadership is and how to develop an
effective strategy.
BSBMKG623 Develop marketing plans | 20

Consultation
Based on your research and
review so far, what additional
information do you still need
to develop the marketing
plan.
Develop at least five
questions that you could ask
stakeholders to inform the
development of the
marketing plan.
Complete this section after the meeting.
Consultation results
Describe the additional
information you elicited from
the consultation.
 A distribution strategy is a method of disseminating goods
or services to end-users. Implementing the most efficient
distribution method for your business is key to obtaining
revenue and retaining customer loyalty. Some companies
opt to use multiple distribution methods to adhere to
different consumer bases.
 Promotion and distribution strategies are type of method
that share the content in a public place so that anyone and
everyone can find it and also sending content to a specific
person or list of people. As the promotions strategic there
isn't much targeting involved, just blasting out your brand
message to the masses meanwhile the distribution
strategic targeted with your approach, and you're careful
about making sure the objective of the brand reaching out
to your target customer.
1. What is the performance issue or problem that needs to
be
addressed? Or, what performance problem is most
important
to fix in order to reach this organizational goal?
2. What would be the results if this problem were
addressed?
What would the situation look like if there was no problem?
3. Do the stakeholders all see the problem and the goal in
the
same way? If not, what are the differences in perspective?
4. How will stakeholders work together to achieve the goal?
What will be the various roles and responsibilities of the
stakeholders?
5. Who are the organization’s partners and competitors?
 Identifying markets
 Farm-gate commodity product-limited value-adding can
include drying, freezing, cleaning, grinding, etc.)
 Value-added into a wide range of industrial food
manufacturing flavourings and seasonings value-added
into a wide range of hospitality food-service products.
BSBMKG623 Develop marketing plans | 21
 Value-added into a wide range of consumer products in
mainstream, specialty and tourism markets.

 There is little or no interest at present in the mainstream

market for native foods as fresh fruit or herbs, although this
can change as production and post-harvest systems are
improved.

BSBMKG623 Develop marketing plans | 22

 Section 2: Marketing Plan

Complete this section prior to the presentation.

Purpose A marketing plan's purpose is to ensure that marketing activities

are relevant and timely in order to achieve an organization's goals. It
Describe the purpose of the
is a strategy that defines a long-term competitive position and the
marketing plan.
resources required to achieve it.

Background Native Bush Spices Australia is based in Coffs Harbour, NSW.

The business was established in 2010 to cater for a demand for
Provide summary
Australian native food products. The company has organic
information, as relevant to
certification. The company manufactures and retails a range of
the business e.g. products
organic, Australian native foods including: Native herbs and spices,
and services.
Native herbal teas and Native fruit jam and conserves. Currently the
business is selling its products through a number of small
supermarkets and health stores throughout Australia. The company
also has a web site through which products can be ordered. The
company's overall business objectives for the next three years are to
improve sales and brand awareness, expand into new markets, and
develop a bigger product variety. The corporation is also examining
partnership marketing alternatives. The company is also considering
expanding into international markets, particularly in Southeast Asia,
including Hong Kong, Japan, and Singapore.

PEST analysis PEST analysis

Document the PEST A. Political
analysis.
Governments all over the
frameworks in place for every
herbs and spices industry.
cleanliness, produce storage
world have extensive regulatory
part of the food sector, including the
This includes commercial kitchen
and transportation regulations, and

BSBMKG623 Develop marketing plans | 23

even labourer requirements in the food industry. Without a question,
this makes the industry one of the most strictly controlled. On the
good side, this ensures that consumers are not exposed to low-
quality nourishment, but the difficulties of regulation undoubtedly
reduce the food industry's profits.
B. Economic
Disposable income is increasing for a reason: labourers are now
earning more money. Hiring personnel is becoming more expensive
in general across all businesses. This is due not just to an increase
in the number of available employees, but also to the government's
increasing expectations for minimum wage. The result of rising
labour expenses, like in many other industries, is simple: less
margin for the business owner, and consequently less profit.
C. Sociocultural
Consumers are aware that there is a definite link between the food
we eat and our personal health. As a result, more people are
seeking healthier ways to feed their bodies. This may not
necessarily have a positive or negative impact on the food industry,
but it does indicate that businesses will need to change in order to
remain relevant. Fast food restaurants, for example, will almost
certainly have to shift away from typical, high-calorie fried items and
toward healthier choices such as salads
D. Technological
In the food industry, we are seeing an increase in various sorts of
automation. Perhaps the clearest example is the usage of self-
checkout displays at fast food restaurants, as well as the use of
websites and applications for food ordering and automated
machinery for manufacturing, packing, and labelling. There will be
less need for labourers as we discover more methods to use
technology, particularly robots, in the food business. Overall, this is
a positive development for the industry because it will help
businesses to increase revenue while decreasing the probability of
human error.
E. Legal
Every country, in particular, has a plethora of rules governing how
food should be transported, kept, and prepared, including guidelines
on what temperatures specific food types can reach, how they
should be cleaned, and so on. While this is mostly a political issue, it
becomes a legal concern if any of these regulations are broken. As
a result, those in the food industry must exercise considerable
caution to ensure that they follow these guidelines in order to avoid
costly litigation
F. Environmental

BSBMKG623 Develop marketing plans | 24

 Meat production, particularly red meat production, consumes a large
amount of water and has a considerable carbon impact. Not only
that, but the meat industry is clearing vast swaths of forest to make
way for new farmland. As a result, an increasing number of people
are transitioning to plant-based diets, and governments are taking
notice. Again, this isn't inherently a bad thing for food businesses,
but they will have to consider the long-term implications of this move

Competition analysis 1. Melbourne Bushfood started in September 2019 with a

social mission to bring native ingredients to the front of the
Outline the business’
Australian Pantry. They hand-make, hand-do, hand
competitors.
everything in Melbourne in their Fairfield warehouse. They
do not co- manufacture. Melbourne Bushfood's founders
made the decision to only deal with communities. That's
where they discovered a wide network of Aboriginal
growers, Wild Harvesters, and Small Farmers with a
passion for indigenous foods.
2. Herbie's Spices fills a void in the cooking and foodie
communities by providing a one-stop shop for all those
hard-to-find herbs and spices. They also sell the hard-to-find
ones, as well as the freshest and highest-quality ones, so
you can stock up on all your spices and herbs from the
comfort of your own home. Herbie's Spices are also
available from a number of carefully selected stockists
throughout Australia.
3. Pure Herbs & Spices. For those who are passionate about
cooking using high-quality ingredients. Our products are
mixed and packaged in Australia. Spice & Co is wholly
owned and run in Australia, and we are pleased to be
exclusive to independent merchants. Their goods are gluten
free, sugar-free, contain no artificial ingredients, have no
additives or bulking agents, and feature unique 'chef
developed spice mixes and rubs

BSBMKG623 Develop marketing plans | 25

Objectives
Document marketing
objectives. Include at least
two.
Strategy
Document the marketing
strategy (based on the
marketing mix).
Marketing Objectives:
 Increase the number of people who make a purchase online
(by creating an online shop within the next 6 months)
 Increase the number of retail outlets selling products by 150.
Marketing Strategies
This marketing strategy based in marketing mix will make a greater
opportunity to create additional competitive advantage and be a
prominent business in the market industry for the future.
A. Product
Broader product range - Adapt different product range
integrating multi vitamins, organic supplements, simple meals
prepared with native spices, native jams and spreads, pickles and
sauces
B. Positioning
In comparison to competitors brands, Native Bush Spices
have unique products and sought after flavours and offer health /
functional food benefits to consumers
C. Price
Pricing strategy will be based on Market-Penetration pricing,
aiming to attract a large number of new buyers in the market. The
lower prices will apply to the new Native Bush Spices original bites
and the Native Bush Spices flavoured products in the original size;
they will be 20 cents cheaper than the traditional sized Native Bush
Spices, which will result in them being more attractive to current and
potential consumers. The lower prices aim to try and gain as large a
market share as possible during the first 6 months and during the
next 18 months the price of the Native Bush Spices.
D. Place
Create brand awareness - Developing marketing staff and
advertising strategies. By prompting marketing and advertising
strategies such as giving free vouchers, TV ads, radio promotions,
events. Adapt different methods of sales of products. i.e. offer free
delivery/ shipping in online orders from website.
BSBMKG623 Develop marketing plans | 26
Budget and timeline
Document the budget and Total Project Funding
timelines for the marketing Planned Expenditure for $31500
plan. this reporting period

Actual expenditure for this $15000

reporting period
Remaining budget for life $16100
of project
Total $62600

Timeline Target Date Actual Date Impact

Content 05/11/2022 20/11/2022 We finish

Development content
development
earlier then
we planned

Web site 05/12/2022 05/11/2022 We finish site

Development development
earlier the we
planned

Logo design 05/12/2022 05/12/2022 We used

external
company for
logo design

Action plan Promotions and advertising

Include actions to achieve
the marketing strategy i.e.
these are the marketing
tactics.
 Social media promotions – competitions for ‘followers.’
 New billboards and ads introduced into magazines, TV and
radio.
 Weet-bix’s TRYathlon changed to include both kids and
parents.

 Donna Hay free weekly magazine with purchase

 Communicate the nutritional value and - Encourage more

consumers to Public Relations Department, 2 nd January
2013 – March 2013 Low 13 new product sizes to the
Australian public and retailers.
Control and Monitoring

 Weekly check-ups in regards to budget cost and actual cost.

BSBMKG623 Develop marketing plans | 27

  Biyearly ratings checks to evaluate the effectiveness of the
marketing plan

 Public marketing surveys every 3 months.

 Yearly evaluations to reassess the marketing plan.

Performance review Examine each item in the marketing plan one by one and make a
note of any issues that need to be addressed. Check the budget,
Document the mechanisms
timelines, and milestones or benchmarks established to measure
whereby the marketing plan
success. It's time to make some changes once it's clear what's
will be reviewed.
working and what isn't. Update the plan to reflect the changes made
by you and other key decision-makers at the company.

Presentation Native Bush Spices

Include the title of your
presentation here and
attach it to your Portfolio.

Attach:
Marketing Plan Presentation ☐

Complete this section following the presentation.

Feedback In accordance to feedback and discussion made that the changes

has become the requirements for the company. As per the prior
Document the feedback
criteria or planning Native Bush Spices expects to make the future in
you received and explain
food industry to earn large amount of profit but after changing time
how you will update your
and analysing it can be found that there is a necessary to make
marketing plan based on
changes in incorporate innovations because it's been tan outcome of

BSBMKG623 Develop marketing plans | 28

the feedback. directive of self-directed team. It is the preference of Native Bush
Spices to improve the effectiveness and process of customer
solution. It is significant to evaluate the planning and its
implementation so that it come to know that how the
business is performing work and how much the
implementation of the working going on. Evaluation of the working
style has to be done in the form of making the enhancement in the
business. It would be very good for the business. It is significant to
adopt the new technology and make the innovation as per modern
time. The new strategy of planning must be not dependant on
laurels. The organisation needs to apply strategic alliances. It is the
time to do partnership with well-established company and make the
popularity of the business in front of market in well-known and it may
be made only for health partnership which will supportive to
implement the mission to attain the vision.

Updated marketing plan Native Bush Spices

Attach your updated
marketing plan to your
Portfolio.

BSBMKG623 Develop marketing plans | 29

Distribution
Send an email to
stakeholders with the final
marketing plan. Take a
screenshot of the email to
show that It is within 1
working day of the meeting
so that you can show you
meet timelines.

Storing
Set up a file structure
where you can store all of
your work for this
assessment following
required processes. Take a
screenshot of the file
structure.
If you are completing this
for the case study
organisation, this will be as
per the marketing policy
and procedure. If you are
completing this for your
own business, follow your
workplace’s procedures.

Attach:
Updated Marketing Plan ☐

BSBMKG623 Develop marketing plans | 30

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