Assessment Task 1 2017

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Description

Assessment Task 1 2017

Marketing program

Submission details

The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.

Submit this document with any required evidence attached. See specifications below for details.

Performance objective

In this Assessment Task, you are required to review the case study materials provided and develop international marketing objectives for the organisation. You must also evaluate and select an appropriate marketing approach and operational structure.

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
  • if unsure of any requirements, consult the assessor.
  • Specifications

    You must provide:

  • your completed marketing program and/or files (uploaded to elearn portal)
  • your assessor will advise when this assessment is due and in which format (physical or electronic) it is to be submitted.
  • Your assessor will be looking for the following.

    For the organisation outlined in the case study materials provided, review the strategic directions of the organisation and develop marketing objectives for international marketing activities that reflect the organisation. For the objectives described, you will need to define how they will be measured and justify how they are aligned with organisational strategic directions. You will then need to research international marketing opportunities, and evaluate and select a marketing approach and operational structure appropriate to the market and product or service.

    You need to prepare a marketing program outlining the following for each objective:

  • Objective: clearly state what is to be achieved and to what extent. Ensure you:
  • ......

    Assessment Task 1 2017
    Last updated: Feb 2024

    Page 1

    : clearly state what is to be achieved and to what extent. Ensure you:

  • 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.
  • Adjustment for distance-based learners

  • Complete assessment as per instructions.
  • Case study Bonatelli Wines Pty Ltd

    Bonatelli Wines is located in the heart of the McLaren Vale wine district in South Australia. A producer of fine boutique red wines, the winery is located on a 65 acre property surrounded by estate vineyards producing Cabernet Sauvignon, Shiraz and Merlot.

    The business is owned and operated by Tony Bonatelli and the mission is simple: produce quality boutique wine at a reasonable price, with the aim of building customer loyalty and securing repeat purchases. Tony’s goal is to establish and maintain a thriving family business that provides an enjoyable lifestyle and comfortable standard of living.

    In Australia, Bonatelli Wines has no branded product for sale, initially selling its produce in bulk to larger wineries. However, they have now successfully launched a range of bottled red wines onto the US market. The objective was to sell 25,000 cases in the first…

    ...

    Assessment Task 1 2017
    Last updated: Feb 2024

    Page 2

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