2 2 Re-Submisison BSBMKG623

Lonsdale Institute PTY LTD
Summative assessment
BSB60420 Advanced Diploma of Leadership and Management
BSBMKG623 Develop Marketing Plans
Due Date See Training Log and Moodle
Student Name Pannita Keawchum Student ID LON0000APU
Declaration of authenticity
I, the above-named student, confirm that by submitting, or causing the attached assignment (and any ad-
ditional attachment associated with it) to be submitted, to Lonsdale Institute Pty Ltd, I have not plagiarised
any other person’s work in this assignment and except where appropriately acknowledged, this assign-
ment is my own work, has been expressed in my own words, and has not previously been submitted for
assessment.
I do understand and accept the consequences of academic misconduct according to Lonsdale’s Policies
and Procedures.
Additionally
I have read:
· The submission and assessment completion instructions in Moodle

· The assessment task completion instructions in this document
· I have sought clarification from my trainer and assessor, if needed
I understand my rights and obligations under Lonsdale’s policy and procedures
The purpose of assessment is to determine competency in:
TA102 FO Assessment Task Page 1 of 14

TA102 PP Assessment Management (SNR1.8) (ESOS 14.2) V1 Jan 2018
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TASK
This assessment comprises of different tasks designed to assess your ability to:
Analyse and evaluate the business environment for strategic decision-making and for operational plan-
ning:
· Confirm organisational vision and mission

· Analyse internal and external business environment
· Devise marketing strategies
· Plan marketing tactics
· Prepare and present a marketing plan
Implement and monitor plans:
· Address performance data and revise plans
Read each task carefully and address all that is required.
To perform this task, use the Case Study provided.
Alternative scenarios must be agreed with the trainer and assessor.

TASK 1 – QUESTIONNAIRE
This assessment is a questionnaire (with a mix of objective and subjective questions).
Research the topics and the terms mentioned in the questions below and answer all questions in your
own words.
Questions and Answers
Q.1 Consider an organisation that you are familiar with. Ad-

dress the following:
· Name the company.

Woolworth
· What is their structure?

Woolworths Limited is a major Australian company, a retail supermarket that
supply its product throughout Australia and New Zealand to build a multi-option
retail system that meets customer requirements in terms of low price, good
quality products and services.
· What product and/or service do they sell?

Prepared food, fresh product and grocery
· Name 2 marketing strategies that they are following.

1. offering: improving the core offer to ensure customers put
Woolworths first
2. Growth: Innovating to meet more needs of these customers
Answer

Q.2 Briefly describe the following:
· 3 types of strategic alliances

1. Equity strategic alliance
2. Non-Equity strategic alliance
3. Joint Venture
· The product development life-cycle

A product life cycle is a series of labeled stages that can be
distinguished in different commercial products. We usually al-
locate five stages: development, introduction, growth, matu-
rity, and decline.
· 2 market penetration strategies with existing product

and/or service
- Dunkin’ Donuts opened stores in 46 countries and most-
loyal customers remain in New England. In terms of market
penetration, Dunkin’ continues to tap into their large and
loyal market by opening and maintaining that large portion
of their stores in New England.
- Booty By Brabants is a seller of high-quality and unique leg-
gings for women of all sizes. They determined that selling
kids’ leggings could help them broaden their target audi-
ence and customer base for little added cost and effort.
· Entrepreneurship life-cycle
It starts with an entrepreneur who perceives an opportunity,
creates an organization to pursue it, assembles the required
resources, implements a practical plan, assumes the risks
and the rewards, all in a timely manner for all involved.
Answer
Q.3 Briefly describe 3 common marketing strategies and ap-

proaches.
1. Social media encompasses a wide array of places where
people are social and interact with each other. Many of
these places present opportunities for businesses.
2. Email marketing is one of the types of marketing strategies
that work far better than its traditional counterpart.
3. Content marketing can influence someone’s thoughts with-
out them even knowing it. But it does require a lot of time,
dedication, as well as some skill in writing.
Answer

Q.4 How do you ensure that marketing strategies, ap-
proaches and marketing mix align to organisation’s ob-
jectives and are legal, ethical and achievable?
- Identify marketing goals that align with business objectives.
- Develop marketing strategy
- Set up routine business measurement and report
Answer
Q.5 Outline 4 legislative and regulatory requirements that are

relevant to the marketing plan.
- The Australian Competition and Consumer Commission
(ACCC)
- The Do-Not-Call register legislation
- Anti-Spam Legislation
- Trade marks, Patents, and Copyright
Evidence checklist
Response to questions


TASK 2 – MARKETING PLAN

Develop a marketing plan that includes:
· Executive summary
· Situation analysis
· Marketing opportunity options
· Marketing strategies
· Implementation plan
A template for the marketing plan is provided, follow the instructions in the template.
Evidence checklist
· Marketing plan to be submitted

Executive Summary
This Woolworths report provides a brief description of how the company has grown through the
implementation of the processes that the company drives towards success. It also outlines the company's
business profits and the strategies it uses to grow its business. This Woolworths Report was created to
provide a basic idea of successful companies in the Woolworths industry and their journey towards their
success goals.
Situation analysis
Woolworths is a well-known Australian retail brand. The company was founded in 1924. The
company's business is expanding in Australia and New Zealand. Woolworths has more than 1,000
branches in Australia alone, including supermarkets and department stores. Woolworth's product line in-
cludes daily necessities such as fruits and vegetables, stationery, groceries, shampoos, soaps and pet
care products, baby care products, hair accessories, household items, and beverages etc. Many people
in Australia chose this supermarket as their first choice. Many people like the products that this company
offers at low prices, which is a plus for the company's reputation.
Marketing opportunity options
According to a report of 2018 the Woolworths Group has done their another level. In this year
their sales/revenue is 56,965 which is excellent for this company`s manner of profit and even higher than
past years and the net profit is $2.5billion which has increased by 6.1% compare to the previous year
Woolworths Company has an excellent customer tracking system. They also provide good equip-
ment to their customers. They have courier facilities that bring different types of business to the company.
They hold the customer's purchase invoice and ensure that it is in stock and easy to serve. We also offer
promotions to customers who make regular purchases at stores. They inform customers about their cur-
rent offer. This company is always trying to sell their products at low prices, so they have more customers
to benefit them in their business.

Marketing strategies
Woolworths has the highest market share compared to other supermarkets in Australia. The suc -
cess of the company is the result of a proactive strategic approach. In 1987, the launch of Fresh
Food People was successful and this campaign was successful until 2012. Further, the current mar-
keting strategies of Woolworths are explained as three key principles:
1. offering: improving the core offer to ensure customers put Woolworths first
2. Growth: Innovating to meet more needs of these customers
3. Efficiency: Creating customer value by organising success and implementing the “Lean Retail”
Model.
Implementation Plan
In past few years, the culture influences have changed the shopping behavior and the buyer behavior.
This challenges has been determined as building blocks for the new strategy implementation at Wool-
worths. In order to achieve the goal during this challenging time, Woolworths has implemented some
strategies based on Woolworths marketing mix of “the new store concept”
1. Product
the launch of a new store concept will be offering customer with new experience which involves
both shopping and eating. Some of the salient product feature includes:
- Café & Kitchen
- Sushi bar, poke bowls and kitchen serving hot meals. Additionally, the store also serves curated
meals for office workers in the city.
- New ecosystem of Shopping and eating.
- Sandwich bar and in-Store Barista
2. Price
Woolworths has always positioned itself as an outlet offering customer - focused services and all
possible products at convenient prices.
3. Place
The new store will be fully equipped with charging station for the consumers and the facility of or -
dering online is also available

4. Promotion
Woolworths always believe in innovative marketing and has implemented several systems to cre-
ate and maintain brand visibility on the consumer market. As part of its
promotional tools, the company uses newspapers, radio, magazines, newsletters, billboards, hoardings
and leaflets to create further brand awareness.
Conclusion
Woolworths strategic analysis was always performed to confirm the approach to the adopted
strategy which Woolworths has always focused on achieving high levels of growth based on its perfor-
mance. A strong commitment to its employees and their customers is the driving force behind its growth.
Factors such as government influences, social changes and future trends of customers, and unfavorable
economic conditions such as the competitive situation of the business environment are adversely affect-
ing our strategy and development. These factors are an analysis of the environment in which Woolworths
is suffering. However, these analyzes show internal growth factors that have reasonable potential for the
company's development.
Relevant policies:
- Privacy Policy - which set clear standards for the collection, access, storage and use of personal
information which The organisation obtain as part of their business operations.
- Returns Policy applies in addition to any other rights to which customers may be entitled under
the consumer guarantees provisions of the Australian Consumer Law.
- Refund and Exchange policy

TASK 3 – FINALISE THE MARKETING PLAN

This assessment task comprises of:
· Reviewing the comments on your plan from the scenario given below
· Collection and analysis of feedback on the marketing plan
· Action of feedback
Part A
Scenario :
Now you have drafted your marketing plan and you are ready to finalise but you manager in opera-
tion team looked at you are marketing plan and suggested that you have not included marketing
campaign as per environment sustainability. Now you need to amend your marketing plan thinking
about what marketing campaign you can add to help raise awareness about environment sustainabil-
ity TA102
in relation to the marketing product.
FO Assessment Task Page 11 of 14
IMPORTANT NOTE: Apply the refinement to the marketing plan, based on the feedback received, in your
submission of the plan. Please be aware that the trainer and assessor will look for the changes being ap-
plied in your submission.
Evidence checklist
· Amendments made to existing marketing plan as per the scenario.
Environmental factor and concerns
Woolworths, in particular, is affected by environmental factors in the sense that the Woolworths
petroleum and wine which is making companies pose negative threats to the performance of the environ-
ment and this therefore affected the profitability of the company in these business areas. Recently, Wool-
worths launched a new environmental sustainable campaign under “Growing Greener”.
Regarding to Growing Greener campaign, Woolworths is committed to growing greener every

day, by cutting emissions, eliminating food waste, reducing plastic and sourcing responsibly to help create
a better tomorrow for future generations.

Growing Greener
Woolworths has determined Growing greener campaign’s goals and commitments as three dis-
tinct focus areas: People, Planet and Product. Each comes with its own set of goals and commitments.
1. People: It means supporting communities, building partnerships and working hand in hand with their
suppliers to make sure that every worker in their supply chain is treated with respect. They have identified
areas where they can make a positive change to the future of the people, partners and communities.
- Be a truly inclusive workplace

- Invest in the holistic wellbeing of our team
- Create meaningful retail careers in the workplace of the future
- Activate ethical and mutually beneficial partnerships through the whole value chain
- Have a positive impact on our customers and communities
2. Planet: This refers to building a better tomorrow for the planet means repairing and protecting the world
for future generations by following indicators;
- 100% Green electricity by 2025

- Zero food waste to landfill by 2025
- Net positive carbon emissions by 2050
- Practise responsible stewardship of natural resources
3. Product: It means making it easy for customers to choose products that are healthier, sustainably
sourced and responsibly packaged through provided products and services;
- Materially increase healthier choices in customers’ baskets

- 100% of Own Brand packaging is sustainable
- 100% of Own Brand sourcing is sustainable
- Lead the future of protein
- Lead the responsible service and consumption of alcohol and gaming
References
https://www.woolworthsgroup.com.au/page/about-us
https://www.woolworthsgroup.com.au/content/Document/Woolworths%20Group%202018%20Full
%20Year%20Results%20Presentation.pdf
https://www.woolworthsgroup.com.au/page/about-us/our-approach/strategy-and-objectives/
https://www.woolworthsgroup.com.au/page/about-us/our-approach/corporate-governance/
https://acasestudy.com/woolworths-strategy-analysis/

https://www.woolworthsgroup.com.au/content/Document/Woolworths%20Group%202018%20Sustainabil-
ity%20Report_final.pdf
https://www.marketing91.com/marketing-mix-of-woolworths/
http://competitionpolicyreview.gov.au/files/2014/06/Woolworths.pdf
https://www.pc.gov.au/inquiries/completed/retail-industry/submissions/sub110.pdf
https://www.zdnet.com/article/customer-data-to-help-woolworths-deliver-a-lean-retail-model/
https://www.beefcentral.com/trade/woolworths-unveils-big-plans-for-lean-retail-model/
https://www.news.com.au/finance/business/retail/why-woolworths-is-beating-coles-and-aldi-in-australias-
ongoing-supermarket-war/news-story/7c0e1ea754035499f71e6364b465345e


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Lonsdale Institute PTY LTD

Student Name Pannita Keawchum Student ID LON0000APU

· The submission and assessment completion instructions in Moodle

The purpose of assessment is to determine competency in:

BSBMKG623 Develop Marketing Plans

TA102 FO Assessment Task Page 1 of 14

· Confirm organisational vision and mission

· Address performance data and revise plans

Read each task carefully and address all that is required.

To perform this task, use the Case Study provided.

Alternative scenarios must be agreed with the trainer and assessor.

TA102 FO Assessment Task Page 2 of 14

Questions and Answers

Q.1 Consider an organisation that you are familiar with. Ad-

· Name the company.

· What is their structure?

· What product and/or service do they sell?

· Name 2 marketing strategies that they are following.

TA102 FO Assessment Task Page 3 of 14

· 3 types of strategic alliances

· The product development life-cycle

· 2 market penetration strategies with existing product

Q.3 Briefly describe 3 common marketing strategies and ap-

TA102 FO Assessment Task Page 4 of 14

Q.5 Outline 4 legislative and regulatory requirements that are

TA102 FO Assessment Task Page 5 of 14

TA102 FO Assessment Task Page 6 of 14

TASK 2 – MARKETING PLAN

· Marketing plan to be submitted

TA102 FO Assessment Task Page 7 of 14

Marketing opportunity options

TA102 FO Assessment Task Page 8 of 14

TA102 FO Assessment Task Page 9 of 14

TA102 FO Assessment Task Page 10 of 14

TASK 3 – FINALISE THE MARKETING PLAN

· Amendments made to existing marketing plan as per the scenario.

Environmental factor and concerns

Regarding to Growing Greener campaign, Woolworths is committed to growing greener every

TA102 FO Assessment Task Page 12 of 14

- Be a truly inclusive workplace

- 100% Green electricity by 2025

- Materially increase healthier choices in customers’ baskets

TA102 FO Assessment Task Page 13 of 14

TA102 FO Assessment Task Page 14 of 14

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