MCC4-20_2

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School

The University of Sydney *

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434

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Business

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May 16, 2024

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pdf

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STUDENT ASSESSMENT Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4 -20_2.2_Product and service promotion Units of competency: BSBMKG434 Promote products and services Student’s ID: XXXXXXXXX Assessor’s name: XXXXXXX BSBMKG434_ Assessment Task P a g e | 2 V3 Issued 7/02/2022 Activities: For this task, you will need to refer to the marketing plan attached and the virtual company called “Australian Hardware” – website link http://australianhardware.simulations.australiantrainingproducts.com.au/ whose profile is listed below and complete the activity. AUSTRALIAN HARDWARE What is now known as Australian Hardware opened its first store under the name of Percy's Home Goods in George St Sydney in 1921. Percy's Home Goods initially specialized in the manufacturing and sale of small household furniture. The company founder, Percy Greenwright, ran the store as a family business. The business quickly expanded from one to four stores across Sydney's northern and western suburbs. The stores employed the equivalent of 60 full-time staff by the beginning of 1928. All of which were either family members or friends. In 1930, in the midst of the Great Depression, the demand for Percy's Home Goods began to decline. Over the next three years, Mr. Greenwright was forced to close three of the stores but he refused to lay-off staff as they were his friends and family and he knew the chances of them finding other work was near to impossible. Mr. Greenwright managed to sustain the business and all of its employees, even expanding back to two stores in 1937. In 1941, declining consumer demand in conjunction with the onset of World War II again brought Percy's Home Goods to the brink of closure. This time it was Mr. Greenwright's youngest child and only son Eric, who had only been working in the business for four years, who provided the catalyst for survival. Eric, without the knowledge of his father, negotiated a contract with the Australian Armed Forces to provide a range of outdoor and camping equipment for the war effort including tents, ground covers, lightweight furniture, and cooking utensils. The contract would require significant change to existing business practices if it was to be fulfilled. When Mr. Greenwright was told of the contract by his son Eric, he immediately handed over the running of the business to his son. Eric Greenwright immediately initiated a change process that included re-training the existing manufacturing and sales staff and modifying the company's supplier relationships and equipment to cater for the contract. This sustained the business through the war years. In the early 1950s, Eric Greenwright repositioned the business again; this time to benefit from the housing boom by supplying wood and other hardware items. The business was re-named Australian Hardware and an expansion program commenced that took the business into all states over the next 10 years.

STUDENT ASSESSMENT Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4 -20_2.2_Product and service promotion Units of competency: BSBMKG434 Promote products and services Student’s ID: XXXXXXXXX Assessor’s name: XXXXXXX BSBMKG434_ Assessment Task P a g e | 3 V3 Issued 7/02/2022 In 1982 Australian Hardware was listed on the Australian Stock Exchange and was offered to the public in a share float. The business has continued to expand to now have 138 stores and approximately 10,000 staff across the country. 1.1. Explain a minimum of four (4) laws the Australian Hardware company would have to comply with when promoting its products (Guide: 100+ words). a. Anti-discrimination law: In Australia, anti-discrimination law stipulates that discrimination on the basis of a range of protected characteristics, such as age, gender, disability, race, intersex status, sex, and sexual orientation, is banned in all aspects of public life. The following legislation contains Australia's federal anti-discrimination laws: • Age Discrimination Act 2004 • Australian Human Rights Commission Act 1986 • Disability Discrimination Act 1992 • Racial Discrimination Act 1975 • Sex Discrimination Act 1984 b. Consumer protection: In Australia, consumer protection law states that there is fair commerce and that no business engages in any type of deception, manipulation, or unfair practise with customers, and that all consumers are protected. This law explains the application and effect of consumer protection and product liability law in Australia in a simple and precise manner. c. Copyright legislation: the copyright act of 1968 in Australia specifies the legally enforceable rights of producers of intellectual and artistic works under Australian law. d. Ethical principles: these concepts, as well as legislation, establish a code of conduct for ethical behaviour. It fosters the values of honesty, fairness, good manners, and friendliness. It instructs on how to act in a trustworthy and honest manner. 1.2. Australian Hardware company wishes to create a procedure for staff to follow when planning promotional activities. List below 6 steps that you believe they should include in this procedure. (Guide: 30+ words) 1. Defining the organization's goal 2. Choosing the right promotion combination 3. Creating a marketing message 4. Selecting a communication channel 5. Establishing a promotional budget 6. Evaluate the efficiency

STUDENT ASSESSMENT Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4 -20_2.2_Product and service promotion Units of competency: BSBMKG434 Promote products and services Student’s ID: XXXXXXXXX Assessor’s name: XXXXXXX BSBMKG434_ Assessment Task P a g e | 4 V3 Issued 7/02/2022 1.3. Refer to the marketing plan of the Australian Hardware company and explain how the organisa tion’s marketing objectives support the overall business objectives. (Guide: 100+ words). To guarantee that marketing objectives support our organization's aims, we ensure that they are produced with the vision, mission, objectives, and goals of the organisation in mind. It is necessary to consider the following questions: What does an organisation do? How does it go? What is the reason for this? • Brand enhancement will lead to increased sales, profits, and revenues. • Increased awareness will lead to increased sales, and hence business success. • Customer satisfaction leads to customer loyalty, which leads to increased sales and profits. As a result, marketing objectives must be matched with company objectives, and each activity and plan must serve to achieve a specific company goal. It is critical to assess whether the strategies are aligned with the strategic plan, or if they are not aligned with the strategic plan. If the marketing techniques do not have a defined emphasis, it is critical to examine them. 1.4. Refer to the table below that lists common promotional activities and explains how each can be used to support the marketing objectives of the Australian Hardware company. ( Guide: 30+ words - 1 to 2 sentences each). Advertising It is a tool that will assist in increasing product and service awareness among both existing and future customers. Client functions It will influence consumer loyalty to persuade marketing objectives. Employee functions Employees will be motivated and encouraged to attain the goals and objectives in a more effective and efficient manner. Media announcements Increase client awareness of the brand. Product launches It will aid in the establishment of a company's credibility. Web pages Webpages play a critical part in achieving marketing goals. It's a good way to reach out to customers with advertisements. Many websites, such as Yahoo, Hotmail, and others, provide free services to users in exchange for advertising money. It has a large market reach and makes cost-effective contributions to marketing campaigns.

STUDENT ASSESSMENT Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4 -20_2.2_Product and service promotion Units of competency: BSBMKG434 Promote products and services Student’s ID: XXXXXXXXX Assessor’s name: XXXXXXX BSBMKG434_ Assessment Task P a g e | 5 V3 Issued 7/02/2022 ASSESSMENT TASK 2: PLAN AND COORDINATE PROMOTIONAL ACTIVITIES Assessment task instructions: This is the second (2 nd ) unit assessment task which comprises of a case study, practical activities relating to the case study and presentation you have to complete to be deemed competent in this unit of competency. • You must respond to all questions and you must answer all questions to the required level, e.g. provide the number of points, to be deemed satisfactory in this task. • You will receive your feedback within two weeks from your Trainer/Assessor when results are available. Purpose of the assessment task: This assessment task is designed to ensure that you can demonstrate skills and knowledge in being able to: • Ensure personnel and resources to support promotional activities are identified and prepared to facilitate the achievement of promotional goals • Identify and agree roles and responsibilities for delivery of promotional services and allocate to relevant personnel • Establish and conduct relationships with targeted groups in a manner which enhances the positive image of the organisation • Use networks to assist in the implementation of promotional activities Assessment conditions and resources: Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to: • relevant legislation, regulations, standards and codes • relevant workplace documentation and resources • case studies and, where possible, real situations • interaction with others. Activities: 2.1. Read the case study and complete the activity. Case study You have been recently appointed to the role as a Marketing Manager for the Australian Hardware company. The previous Marketing Manager had prepared a Marketing plan for the next 12 months. The management has asked you to review the plan that has been prepared and make recommendations to improve it further. The Marketing Plan is available via: http://australianhardware.simulations.australiantrainingproducts.com.au/

STUDENT ASSESSMENT Qualification BSB40820 Certificate IV in Marketing and Communication Cluster number and name: MCC4 -20_2.2_Product and service promotion Units of competency: BSBMKG434 Promote products and services Student’s ID: XXXXXXXXX Assessor’s name: XXXXXXX BSBMKG434_ Assessment Task P a g e | 6 V3 Issued 7/02/2022 Review the Australian Hardware Marketing Plan (available via the website above) and answer the questions in the template below. Which product categories do Australian Hardware sell? Australian Hardware provides high-quality, world-class innovative goods to customers and tradespeople. They offer a diverse selection of products for home remodelling at reasonable pricing. Its varied products include garden supplies, paint, tools, homewares, outdoor, hardware, and so on. Who is the target market? When it comes to Australian Hardware's target audiences, they are divided into three categories, as shown below. • Home renovators: 'I'm on the move up' There are around 3 million energetic and fun-loving people in this target category, ranging in age from 20 to 40. They used to travel both domestically and abroad and made more than $50,000 every year. This demographic favours Australian items but isn't willing to sacrifice on price or design quality. This demographic reads home renovation magazines on occasion and watches free-to- air and, increasingly, pay television. • Do -it-yourself: 'I've arrived' This is Australian Hardware's second target market, with a population of almost 2 million people aged 35 to 60. They have a high income and are fashion and trend conscious. They, like the previous target group, are digitally savvy and enjoy reading home renovation periodicals as well as watching free-to-air television. Tradespersons With a population of 1.5 – 2 million individuals, this is Australian Hardware's third target demographic. Independent contractors and small to medium-sized business owners make up the largest number of tradespeople. This target group's age range is comparable to the preceding one, i.e. 35 to 60 years old with a household income of more than $60,000.

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