Assessment Task 1
In this assessment task, you are required to review and evaluate marketing opportunities for an organisation and develop marketing activities that reflect strategic directions of the organisation.
For the organisation outlined in the case study provided, identify two marketing opportunities and evaluate each opportunity for risks, strengths, weaknesses and alignment with organisational objectives. After you have reviewed the opportunities, select the best-fitting opportunity for the organisation and develop marketing strategies, approaches and activities to take advantage of the opportunity.
You are required to submit a report that addresses all of the elements listed in the procedure. The report should be structured using the headings below.
This assessment can be completed in your own time, as you work through the related topics in either the Student Workbook, or under the guidance of the assessor.
The assessment is due at the completion of Section 2 of the Student Workbook unless another submission time/method is suggested by your assessor.
Check with your assessor whether it is appropriate to use a computer for the submission of the report (electronic), or if the assessor requires a hard copy (printed) version.
You must provide:
Your assessor will be looking for whether you have:
Houzit is a chain of homewares stores in Brisbane that specialise in bathroom fittings, bedroom fittings, mirrors and decorative items. They currently have 15 stores spread across the greater Brisbane area, with all stores being managed and coordinated from their head office in Milton.
You have recently been appointed as the marketing manager and must now review the organisation and devise marketing strategies that will move Houzit towards its strategic goals.
The CEO has also asked you to consider some marketing opportunities that may assist Houzit in reaching its goals, and provide him with a brief summary evaluating two alternatives, including the benefits and risks associated with each option, and making a recommendation for the opportunity most likely to produce results.
You have gleaned the following information about Houzit:
In a brief discussion with the CEO, you asked about the changes taking place in legislation that could impact on Houzit’s operation. The CEO explained:
‘There is a big push by governments on the issue of sustainability. This focuses mostly on environmental issues of waste management and energy conservation. Houzit stores have been deliberately designed in the past to be bright and comfortable places to shop. This means a significant cost in electricity usage to run the lights and the air conditioners. With the new regulations, we are going to have to find ways to still provide customers with what they want without the high electricity usage.’
Houzit will be a national retail brand, catering to the needs of home makers with a range of unique, high-quality homewares made accessible to all through our easy-to-manage payment plan.
By 2020, Houzit will have a significant retail presence in homewares in every Australian capital city, starting with 15 stores in the greater Brisbane area and growing to 100 Australia-wide.
A slump in the economy reducing customers' disposable income spent on homewares.
Assessment Task 2
In this assessment task, you are required to develop a presentation and written report describing your marketing strategies and activities, including clear descriptions of how your strategies reflect organisational objectives.
In this assessment task, you are required to review the strategies and tactics you devised in Assessment Task 1 and describe how they meet the requirements for the organisation. You also need to develop a presentation of your marketing strategies that outlines the strategies, your approaches and your reasoning for developing these. Your presentation should incorporate feedback from key stakeholders.
Include your reasoning for the marketing mix decisions that you made and the strategies you selected, referring to the SWOT, risk and gap analyses undertaken.
This assessment task can be completed in your own time as you work through the related topics in either the Student Workbook or under the guidance of the assessor.
The assessment will be due at the completion of Section 3 of the Student Workbook, unless otherwise advised by the assessor.
Your assessor will be looking for whether you have:
The presentation can be adjusted for distance learning. The presentation for this task can take place with an online video conferencing tool, such as Skype.
The learner can conduct the presentation as specified in the assessment task, but may need to adjust the way that the report is presented and how feedback is incorporated.
The presentation may involve skills that are too active or complex for video conferencing. This might involve skills or demonstrations of complex tasks.
In this case, the candidate may be able to video the presentation and send it to the assessor.
The student should send presentation material (PowerPoint presentation) and any additional evidence together with the presentation to the assessor.
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