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BSBMKG606 Assessment Task 1
BSBMKG606 Assessment Task 1
BSBMKG606 Assessment Task 1
I have been provided with feedback on the evidence i have provided. I have been informed of the
assessment result and reasons for the decision
Student Name
The student has been provided with feedback and informed of the assessment result and the reasons
for the decision.
Assessor Name
Marketing This task requires candidates to review the progress of an international 3 Analysis of
performan marketing program against established KPI’s and document proposed response to
ce improvements. case studies.
Oral
questioning.
In this Unit of Competency, to achieve the overall grade of “Competent” a candidate must satisfy all assessment items AND must satisfy all
Elements and Performance Criteria. Candidate may be reassessed and given feedback within the time period allocated in case of non
satisfactory performance in any of the tasks.
Assessment Resource
● Access to a computer lab with Microsoft Office.
Arrange a time with the candidate to discuss the portfolio of work and establish authenticity.
Assessment description
You need to review the strategic directions of the organisation and develop measurable marketing objectives for
international marketing activities that reflect the organisation. For the objectives you describe, you also need to
define how they will be measured and justify how they are aligned with organisational strategic directions. You
will then need to evaluate and select a marketing approach and operational structure appropriate to the market
and product or service.
Procedure
This assessment can be completed in a candidate’s own time as they work through the related topics in either the
Student Workbook, or under the guidance or their assessor.
The assessment will be due for completion at the completion of Section 2 of the Student Workbook, or on
advice from the unit assessor.
Candidates should:
● read the instructions carefully
● check with the assessor whether it is appropriate to use a computer for preparation and submission of the
report (preferred), or if the assessor requires a manual presentation
● check your work and its requirements carefully, before handing or sending in to your assessor
Specifications
You must provide:
● your completed marketing program and/or files (on a CD, flash drive or by email
as advised)
● your assessor will advise when this assessment is due and in which format (physical or electronic) it is to
be submitted.
○ relate the objective to the product/service being marketed and the country or international grouping
being targeted
○ describe how the objective is compatible with the organisation’s strategic direction and purpose
○ describe how the objective is consistent with the capabilities and resources of the organisation.
● Performance: what key performance indicators will be used to measure progress and achievement of the
objective? Ensure performance indicators are related to the product/service being marketed and the
country, region or cultural group being targeted.
● Risk: identify any potential risks that may prevent objectives being achieved and develop relevant
contingency plans to ensure objectives can be met. Your contingency plans must meet the requirements of
the organisation.
● Approach: outline the marketing approach you will use for promoting the products or services of the
organisation that will achieve the objective. Ensure your approach covers each element of the marketing
mix. You must identify the conditions of the market, and consumer preferences, and describe how the
approach takes into account these conditions and preferences.
● Marketing opportunities and structures: investigate marketing opportunities and operational structures
that will facilitate achievement of the objective. Include an evaluation of the strengths and weaknesses of
the structure, and select a structure best fits the product/service being marketed. Evaluate the business
culture and consumer preferences in the identified market and outline how the structure fits the market.
● Requirements: describe the impact of any Australian or international standards, legislation or guidelines
that may affect your contingency plans, selected approach and operational structure. This must include an
assessment of guidelines and codes of practice related to e-commerce.
Product
● Bonatelli produces three varieties of red wine: Cabernet Sauvignon, Merlot
and Shiraz.
● Labels will be designed with a Koala in green and gold in order to clearly evoke recognition of Australian
product by potential consumers.
● Wines will be bottled and fitted with a screw-top lid to protect wine from cork taint and maintain quality.
Price
Wines will be priced competitively within the premium range for the selected market, representing value for
money based on the quality of the wine. Production costs will be kept low to keep pricing down, with the aim
being high volume sales rather than large profit margins per bottle.
Promotion
Promotion will occur primarily through relationship building with key distributors. To launch the products, wine
tastings and demonstrations will be held regularly to develop product recognition and familiarity with
distributors. Samples of products will also be made available to distributors to gain business from retailers and
food outlets.
Limited advertising will occur through specialist food and wine magazines and publications.
Promotion will focus on highlighting the boutique nature and Australian origin of product.
Place (distribution)
Distribution of product will be facilitated through sourcing local distributors. Wines will be exported in bulk to
distributor in the region and onsold to retailers. Wines will not be sold direct to public.