SITXMPR007 – Develop and implement marketing strategies

Details of Assessment
Term and Year   Time allowed  
Assessment No 2 Assessment Weighting 50%
Assessment Type Case Study Analysis and Written Reports
Due Date   Room  
Details of Subject
Qualification SIT50416 Diploma in Hospitality Management
Subject Name Marketing Strategy
Details of Unit(s) of competency
Unit Code (s) and Names SITXMPR007 – Develop and implement marketing strategies
Details of Student
Student Name  
College   Student ID  
Student Declaration: I declare that the work submitted is my own and has not been copied or plagiarised from any person or source. I acknowledge that I understand the requirements to complete the assessment tasks. I am also aware of my right to appeal. The feedback session schedule and reassessment procedure were explained to me. Student’s Signature: ____________________ Date:         _____/_____/_________
Details of Assessor
Assessor’s Name  
Assessment Outcome
Assessment Result  Competent        Not Yet Competent   Marks                   /100
Feedback to Student Progressive feedback to students, identifying gaps in competency and comments on positive improvements:
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________  
Assessor Declaration:  I declare that I have conducted a fair, valid, reliable and flexible assessment with this student.  Student attended the feedback session.  Student did not attend the feedback session. Assessor’s Signature: ___________________ Date:         _____/_____/________
Purpose of the Assessment
The purpose of this assessment is to assess the student in the following learning outcomes: Competent (C) Not yet Competent (NYC)
SITXMPR007 – Develop and implement marketing strategies    
1.1. Confirm core activities, customer base, business values and current business direction.    
1.2. Identify and analyse information on current and past marketing and its effectiveness.    
1.3. Review business performance information to identify strengths, weaknesses and critical success factors.    
1.4. Identify and record current capabilities and resources, including the need for specialist assistance.    
1.5. Record and report information according to organisational requirements.    
2.1. Identify and analyse information on expected market growth or decline, and associated risk factors.    
2.2. Record and analyse projected changes in the labour force, population and economic activity.    
2.3. Gather and analyse comparative market information.    
2.4. Identify and analyse industry and customer trends and developments, including emerging technologies and innovations.    
2.5. Identify and analyse legal, ethical and sustainability requirements and potential business impacts.    
2.6. Record and report information according to organisational requirements.    
3.1. Identify and analyse opportunities based on internal and external market analysis.    
3.2. Explore new and innovative marketing approaches.    
3.3. Develop marketing strategies that are consistent with direction and values of the organisation.    
3.4. Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.    
4.1. Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets.    
4.2. Provide timely opportunities for colleagues to contribute to marketing plan.    
4.3. Submit marketing plan for approval according to organisational policy.    
5.1. Implement and monitor activities detailed in plan according to schedule and contingencies.    
5.2. Produce marketing reports according to organisational policy.    
5.3. Share information on marketing activities with operational staff to maintain awareness of current organisational focus.    
6.1. Evaluate marketing activities using agreed methods and benchmarks.    
6.2. Make adjustments according to evaluation.    
6.3. Communicate and implement agreed changes.    
Assessment/evidence gathering conditions
Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student can only achieve competence when all assessment components listed under “Purpose of the assessment” section are recorded as competent. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.
Resources required for this Assessment
Instructions for Students  
Please read the following instructions carefully   In class    At home  


ASSESSMENT TASKS
There are four (4) tasks to complete for this unit of competence:   This assessment is based on ACA Restaurant Café’ Business Plan and uses several scenarios to complete the 4 (four) Tasks. Certain tasks contain sub-tasks with written questionnaires, case study analysis report, role plays and policy development.   These tasks comprise the assessment of the application of ACA Restaurant Café’ business standards and policy knowledge and identifying and addressing the needs to analyse internal and external business environments and develop and evaluate marketing strategies and plans for products and services. You will need to demonstrate your management skills in applying appropriate marketing strategy tactics that will assist to define the overall direction and realise your business’s goals and build a strong reputation for your products/services. It articulates how you can deliver your products or services in ways that will satisfy the customers.   You are required to respond to all the tasks by demonstrating your skills and knowledge within the assessment guidelines and requirements. Certain tasks have been developed with templates, tables and sections with appropriate spaces, in which you will have to complete and/or provide information to ensure you demonstrate the skills and knowledge of the units. Marking criteria have been provided to support the student’s understanding of the requirement for each task.   To be deemed competent in this assessment each student must demonstrate through written reports and provide information in given templates, the knowledge, and understanding of what actions are necessary to obtain and keep current with the legislative requirements for their industry and specific business. You will have to respond to all the tasks by demonstrating your skills and knowledge within the assessment guidelines and requirements. In Task 2, Task 3 and Task 4 there are templates provided, in which you will have to utilise to ensure you validate the required skills and knowledge.   Your responses must comprise:

  Evidence of the following is important:       Task 1 – Reporting strategy and plan   This activity has been designed to assess your knowledge and understanding of the need of creating reports for managing the marketing strategies and plan for the products and services in the workplace.   This task consists of questionnaires which associates with the knowledge of the customer services standards and policy through reviewing the policy to apply, manage and improve quality services of the ACA Restaurant café. The responses should include the following:   Task 2 – Development of Timeline and Budgeting   This activity has been designed to assess your knowledge and understanding of developing a marketing strategy and plan that should address all the key criteria as listed in the tasks.   This task consists of designing and reporting a timeline and budget of the marketing strategies and planning functions to achieve a desired goal to increase market recognition. The responses should include the following:   Task 3 – Implementation, controlling and risk assessment   This activity has been designed to assess your knowledge and understanding of strategic planning evaluation marketing strategies.   ACA Restaurant Café has employed a systematic approach collecting marketing data from various sources to analyse and use effectively for strategic planning evaluation marketing strategies. Once the marketing plan has been developed, the activities detailed in the plan need to be implemented in a cost- efficient manner and according to the schedule and contingencies. In order to monitor progress reports, need to be produces and distributed to the stake holders and operational staff.     This task consists of completing activities demonstrating the plan need to be implemented in a cost- efficient manner and according to the schedule and contingencies. The execution of the task should include the following:   Task 4 – Evaluation and Adjustment   This activity has been designed to assess your knowledge and understanding of measuring marketing strategies and plan through evaluating the performance metrics.   This task consists of completing activities demonstrating an evaluation report of the marketing plan and communicating adjustments to staff. The execution of the task should include the following:  
 


TABLE OF CONTENT

CONTENT PAGES MARKS MARKS ACHIEVED
Task 1 – Reporting on marketing strategy and plan (Total of 6 marks)
Written Responses (Total of 10 marks)
Q1: Purpose of Marketing plan   5  
Q2: Produce marketing reports according to organisational requirements   5  
Task 2 – Timeline and Budgeting of marketing plan (Total of 20 marks)
Timeline report   10  
Budget report   10  
Task 3  – Implementing and Monitoring Marketing Activities (Total of 10 marks)
 Controls & implementation   5  
Risk Assessment   5  
Task 4  – Evaluation and Adjustment of Marketing Strategies (Total of 10 marks)
Conduct ongoing evaluation   5  
Record a meeting minute   5  
TOTAL MARKS   50  

The learner is required to update and adjust the page numbers and topics based on the amount of their content and the responses made to each task.

Develop and Manage Quality Customer Service practices

As stated in the Business details above, ACA Restaurant Cafe’ is owned and managed by partners Emma Supreme and Rufus Clarendon. It is located within ACA Hotel.

The Restaurant Café’ is currently open:

Monday – Friday:     6:00am – 9:30pm

Saturday:                 8:00am – 4:00 pm

Sunday                    8:00am – 12:00 pm

ACA Restaurant Cafe’ has been experiencing consistent growth in sales and numbers of customers over the last two years.

The Owners of ACA Restaurant Cafe’, fosters an environment of energy, skills, and determination to exceed the customer’s expectation. Understanding the need for quality customer service being a vital element of the business operations, they cater to improve the implementation of innovative strategies and service policies that address every conceivable aspect of the customer experience. Establishing a strong customer standard by delivering quality products and services has been a drive to retain their customers and increase profits throughout the years.

This has led the Owners interest to expand one of their core business activities (catering services) to improve customer value and provide profits. They have records of organising and serving few small local events – corporate and social gatherings that resulted customer satisfaction.

They have now, decided to pursue expansion in their catering services, which they had planned to put more effort in the coming years. However, just recently, they received a feedback of excellence in performance from a customer, who had been upset with their past services. With long-term interests in mind, the Owners of ACA Restaurant Café’ believe that now is the right time to increase company value through delivering more continuous catering services, however, to a larger target market with new range of customised products. This can be accomplished by aspiring new activities and through investments into suitable new marketing strategies and evaluating new opportunities of their catering services. This project adding much to the business’s revenues and brand management.

BACKGROUND

John Smith is the CEO of Clarendon College, Level 1, 123 Martin Place, NSW 2000 that has multiple branches across Australia. With its growth in partnership with leading organisations, Mr. Smith fosters to support and empower positive student engagement, and bring together community resources to enrich their learning and wellbeing.

To ensure the business builds relationships, trust and expands unceasingly, from time to time he would host occasions for clients from all around Australian, with the aim to exchange values and establish new professional relationships and strengthen existing ones. He had been very happy with the services of ACA Hotel and having ACA Restaurant Café’ within its facility, it has fulfilled his needs in looking after his guests in the past. His Clients would stay-over in the Hotel and enjoy dining at ACA Restaurant Café’. Only once, he had a trifling issue with ACA Restaurant Café in the past, but that was looked after well and immediately solved. He was satisfied with the overall experience. 

Just recently, he has made a new contract agreement to collaborate a project with Pacific Training & Consultancy Firm.

SCENARIO 1

Mr. Smith decided to celebrate the success of the new contract with Clarendon College and Pacific Training & Consultancy Firm from Melbourne. He had made a booking for dinner at ACA Restaurant Café’ to manage an event for the celebration.

However, due poor-quality services that night, the dinner arrangement was not delivered to the quality expectation level as required, resulting severe discontent from Mr. Smith and his guests. Formal complaints were lodged to which the Owners of ACA Restaurant Café’ has taken immediate action for resolution. Several business meetings were arranged that allowed ACA Restaurant Café to identify issues in services and work operations to improve. In addition, this led to entering into a new business dealing with Clarendon College for future business relationships.

The Owners of ACA Restaurant Café has always investigated ways of retaining their customers, so as part of the resolution for the blunders they had caused in their services delivered, and to ensure loyalty towards them, ACA Restaurant Café had offered to compensate significantly – with organising catering for one their upcoming graduation ceremony with no charge of cost. They offered a menu of items of any their choice (customised items), beverages and desserts.

In addition, they have negotiated a business deal which comprises of, but not limited to, production of meals and serving beverages for the orientation events within the college, annual parties for staff and their networks, graduation ceremonies for students, social gathering – with a negotiable discount percentage.

The catering and event management of the promised graduation ceremony managed by ACA restaurant café’ demonstrated to be of high quality and being very contended and impressed with their performances, Clarendon College had agreed to the terms and condition of the business dealing with ACA Restaurant Café’.

The feedback being of quality paradigm, the Owner now have decided to advance their catering service with generating marketing ideas, initiatives and activities aimed towards making the business better. They plan to foster a plan for revising existing business function and plan marketing initiatives that will assist in making strategic business decisions to increase revenues, growth in terms of the business expansion and increase profitability.

Task 1 – Reporting on marketing strategy and plan

ACA Restaurant Cafe’ Owners strive in providing high service quality and endeavour to deliver a quality service in accordance with the highest standards of effectiveness, efficiency and integrity. Meeting the needs and expectations of their customers and by keeping in touch with the customers, they have gained valuable feedback and loyalty on their service.

The Owners continue regularly to monitor and report on the Restaurant Cafe’s performance and customer satisfaction levels to ensure they are reaching the required standards and are delivering a high-quality service to all the customers. The results prove the relationship between service quality scopes and customer satisfaction. The Owners always ensure the standards and policies are available within the website and internal database of the business to all staff member to reflect on procedures for quality service delivery.

However, since the incident occurred stated in Scenario 1, the Owners are apprehended that they are in  despairing need to criticise their research data about the customers as they believe if appropriate and accurate data is gathered it will assist the Restaurant Café’  learn more strategies to contribute in the work operation to refine and grow the business. The research being conducted before, during and after sales is very important as changes may occur from time to time. This can attract new customers as well as retain existing customers.

You, as the Manager of ACA Restaurant Cafe’ have been given the responsibility to locate the ACA Restaurant Café’ Customer Service Standards policy, which can be located on e-learning, and to enhance quality service by reviewing the policy  as well as the internal and external environment. Aim is to identify and integrate any findings into planning improved customer service practices. The ACA Restaurant Café’ Customer Service Standards policy is available on e-learning.

As an initiative you have decided to conduct customer research yourself about ACA Restaurant Café’s customers and its market or competitors. This can help setting targets and goals for customer service.

Your task is to:

Written Responses:

Respond to the following queries in the appropriate spaces below:

All responses must:

  • be relevant to the Business Summary Plan of ACA Restaurant Café’ and Scenario 1, unless otherwise stated.
  • demonstrate that you can or have applied what you have learned from acknowledging the policy
  • theory answers without reference to ACA Restaurant Café’ business will not be assessed as satisfactory

<50% marks of the allocated marks for the questions and answers in Task 1 (Q1 – Q2), will be given for providing theoretical aspect and remaining 50% marks for providing the relevancy on how the information fits in with business operations of ACA Restaurant Café’. Only theoretical responses will not be accepted, and 50% marks will be allocated, should that be the case. However, Assessor to assess if relevant theory has been provided by the student as per the requirement of the tasks. Non-relevant answers will be considered not satisfactory>

                                                                                                                                                                                10 Marks

Question 1: State how you, as the Manager,  think that creating a detailed marketing plan would serve the purpose for the catering services for ACA Restaurant Café’ and therefore which areas of the marketing plan ( refer to Assessment 1 Task 2)  would you be examining to cater the following reasons:   Customer acquisition costRepeat customersCustomer satisfaction                                                                                                                                                                        5 Marks <2 marks allocated for stating the purpose, 0.5 mark detaining the explanation, 2 marks for identifying the areas of marketing plan to examine and 1 mark for referring to the given three points. Total of 5 marks>
       
Question 2: To ensure appropriate marketing strategies and plans are being applied, it is important to produce marketing reports according to organisational requirements.   State the type of marketing reports that you, as Manager of ACA Restaurant Café’ (while marketing its catering services to expand the business), would produce for record purposes? <0.5 mark allocated for stating the types of report and 0.5 mark allocated to reason the purpose. Total of 2 marks> What methods would you use to develop the contents of these reports? <1 mark allocated for stating the methods and 1 mark allocated for explanation. Total of 2 marks> What contents should be included within the report? <1 mark allocated for stating the contents and 1 mark allocated for explanation. Total of 2 marks>   You may consider the followings to support your findings:   Analysing and interpreting data and its methods (data sampling)Feedback on resultsPeer reviewReview from previous research Statistical analysis Consistency with overall marketing directionExposure achievedPenetration of target marketCost-effectivenessfinancial and human resourcesCompletion of strategy within established timeframeRecommendations for strategic responses based on evaluation.                                                                                                                                                  5 Marks
             
Task 2 – Timeline and Budgeting of marketing plan 

As a continuation of the marketing plan developed in Assessment 1 Task 2, to ensure your marketing tasks on track a marketing timeline must be generated which give details of the marketing objectives and strategies to be actioned. Excels spreadsheets, Gantt charts, calendar, or handwritten document are used to provide a clear schedule to follow. In addition, subsequent to the timeline, developing detailed budget sets out how much money is allocated to the marketing function and how it is intended to spend it.

You, as the Manager of ACA Restaurant Café’ have been given the accountability to design the timeline and budget for the product and services with an appropriate mean to connect its significances and responsibilities.

Your task is to:

  1. To create a timeline report for the marketing plan based on the organisational procedures of the catering services of ACA Restaurant Café’, including all strategies and tactics being recommended. This will be submitted to the Owners for their approval.                            10 marks

A timeline example is given below for your better understanding.

You are to complete this task using the suggested timeline template given below. The timeline has been designed and laid out on a weekly basis. You may choose to design your own timeline, in whichever timeframe period you desire (daily, weekly, monthly), however you must include the activities based on your decided marketing strategy as stated Task 2F.

You may consider the followings to develop your timeline:

  • include items of “Task” relevant to the stated marketing strategy in Assessment 1 Task 2F and Task 2G. Not all items specified in the suggested template may be applicable to your designed marketing plan of the catering s services for ACA Restaurant Café’. You are to demonstrate the competency to choose items that must relate to roles and responsibilities and business of the restaurant café.
  • integration of legal, ethical and sustainability considerations with consultation with appropriate stakeholders and with approval from the Owners
  • the business’s sales cycle
  • reflect on
  • are there high demand and or low demand periods?
  • when does you competitors run their campaigns? 
  • what are your best cash flow periods and how can they be used to maximum effect?
  • when are customers looking to purchase your product?

Timeline example:

<5 marks allocated to provide relevant detailed list of tasks related to provided info in Task 2F and Task 2G and 4 marks allocated appropriate time frame relevant to the tasks chosen, and 1 mark for relevancy to the catering services of ACA Restaurant Café’. Total mark of 10 marks>

Marketing Plan Timeline – Catering Services of ACA Restaurant Café’

Tasks Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 week 9 Week 10 Week 11 Week 12
National Marketing
Banner Ads                        
Local Marketing
Web Ads                        
Public Relations
Press Releases                        
Webinars                        
Content Marketing
Sponsored Content                        
Landing Page                        
White Papers / ebooks                        
Social Media
Twitter                        
Facebook                        
Pinterest                        
Instagram                        
Google+                        
LinkedIn                        
Online
Blog                        
Website                        
Mobile App                        
Mobile Alerts                        
Email Newsletter                        
                         
Web 
Development                        
Pay-Per-Click Marketing                        
SEO                        
Market Research
Surveys                        
Impact Studies                        
Sales Campaigns
Campaign A                        
Campaign B                        
Campaign C                        
Campaign D                        
Campaign E                        
Other
Corporate Branding                        
  • Develop a budget report for your intended marketing strategies for the catering services of ACA Restaurant Café’ you will include in the marketing plan. The budget must be relevant to the organisational procedures of the business and approved by the Owners.                  10 marks

You are to complete this task using the suggested budget template given below. The budget has been designed and laid out on a monthly basis for the 1st Quarter. You may choose to design your own budget; however, you must include the activities based on your decided marketing strategy as stated Task 2F and also the timeline activities as stated in Task 2H.

You may consider the followings to develop your budget:

  • include items of “Task” relevant to the stated marketing strategy in Assessment Task 2 F and Task 2G. Not all items specified in the suggested template may be applicable to your designed marketing plan of the catering services for ACA Restaurant Café’. You are to demonstrate the competency to choose items that must relate to roles and responsibilities and business of the restaurant café.
  • refer to the Business Summary Plan (available in e-learning)
  • integration of legal, ethical and sustainability considerations with consultation with appropriate stakeholders and with approval from the Owners
  • research cost which went into selection of tools and the marketing mix to be used in the plan
  • projected costs and actual costs must be considered realistically and based on a comparative market analysis
  • all data collection cost
  • All set up and development cost
  • All consultancy fees and /or contract fees, i.e.  outside graphic designing, web hosting, etc.
  • All internal management and monitoring costs
  • Determine budget using any one of two ways.
  • Set the budget first and work within it – Either set the $$ dollar amount and then allocate funds the marketing impact. Selecting the most judicious way to obtain a return on the investment/expenditures. To get the ‘Biggest Bang for the Buck’. To allocate the funds to the implementation of tools which will allocate the most product – client exposure and results. If the budget is very limited it may be a matter of simply limiting the marketing efforts to what the company can afford.
  • Chose the tools fist – and allocate the funds to cover implementation of all the chosen activities and strategies.

<3 marks allocated to provide relevant detailed list of tasks related to provided info in Task 2F and Task 2G, 2 marks allocated for providing realistic data for projected and actual data, 2 marks allocated for providing accurate calculations of  projected subtotal and actual subtotal data, 2 marks allocated for providing accurate calculations of  variance data and 1 mark for relevancy to the catering services of ACA Restaurant Café’ . Total mark of 10 marks>

Quarterly Budget: Marketing Plan Budget Performances – Catering Services of ACA Restaurant Café’ 

Tasks/Months January February March Projected Subtotal $ Actual Subtotal $ Variances $
Projected $ Actual $ Projected $ Actual $ Projected $ Actual $
National Marketing                  
Banner Ads                  
                   
Local Marketing                  
Newspaper                  
In-Store Marketing                  
POP                  
                   
Public Relations                  
Public Events                  
Sponsorships                  
Press Releases                  
Webinars                  
Conferences                  
Client Events                  
                   
Content Marketing                  
Sponsored Content                  
Landing Page                  
White Papers / ebooks                  
                   
Social Media                  
Twitter                  
Facebook                  
Pinterest                  
Instagram                  
Google+                  
LinkedIn                  
                   
Online                  
Blog                  
Website                  
Mobile App                  
Mobile Alerts                  
Email Newsletter                  
                   
Advertising                  
Online                  
Print                  
Outdoor                  
Radio                  
Television                  
                   
Web                  
Development                  
Pay-Per-Click Marketing                  
SEO                  
                   
Market Research                  
Surveys                  
Impact Studies                  
                   
Sales Campaigns                  
Campaign A                  
Campaign B                  
Campaign C                  
Campaign D                  
                   
Other                  
Premiums                  
Corporate Branding                  
Business Cards                  
Signage                  
                   
Task 3 – Implementing and Monitoring Marketing Activities

ACA Restaurant Café has employed a systematic approach collecting marketing data from various sources to analyse and use effectively for strategic planning evaluation marketing strategies.

Once the marketing plan has been developed, the activities detailed in the plan need to be implemented in a cost- efficient manner and according to the schedule and contingencies. In order to monitor progress reports, need to be produces and distributed to the stake holders and operational staff.

Your task is to:

Create a listing of activities to be implemented and monitored through setting and following milestones through a specified time frame and anticipating difficulties and risks with contingency plans.

You are to complete this task using the suggested templates, controls & implementation and risk assessment template given below. Both the tasks have been designed and laid out on the basis of established marketing objectives for the catering services for ACA Restaurant Café’, as stated in Assessment 1 Task 2C. Refer to Assessment 1. You may choose to design your own controls & implementation and risk assessment table, however, they must meet the required performance criteria. 

Consider the following measures to support your report:

  • Increased sales
  • Return on Investment (ROI)
  • Increased Brand awareness
  • Increased market share
  • Which measurements are to be used and how they were chosen (why these measuring means?)
  • How each measurement will be utilised for which tools used
  • When each measurement will be done (once – more than once – ongoing?)
  • Who in ACA Restaurant Café’ will be responsible for implementing, monitoring and reviewing each measurement activity of the catering services marketing?
  • Outline what changes you would make to correct or enhance the outcomes
  1. Controls & implementation:

For each marketing objective, you should:

  •  
  • List a range of actions that will be required to meet these objectives;
  • List the metrics by which the objective will be measured;
  • Set out a budget requirement;
  • Identify the timeframe.
  • Action plan to measure
  • what has to be done
  • when it has to be done
  • who will be responsible for carrying out the various tasks in the plan?
  • Monitoring, evaluation and control
  • What you propose to monitor and measure
  • Who will be responsible for carrying out this task?
  • Communication
  • Who is communicating to whom?
  • When
  • How – method
  • How communications are checked for accuracy and understanding by the receiver
  • How each communication will be followed up when required

<1 mark allocated for providing relevant objectives, 1 mark allocated for providing relevant detailed actions and 0.5 mark allocated to each item of metrics, budget, time frame, responsibility, communication and feedback (referring to the Assessment 1 Task 2C, marketing objectives and the associated data). Total mark of 5 marks>

Controls & implementation Template                                                                               5 marks

Objectives<1 mark> Action to be taken <1 mark>   Metrics <0.5 mark>   Budget <0.5 mark>   Timeframe <0.5 mark>   Responsibility <0.5 mark> Communication need and method <0.5 mark> Feedback <0.5 mark>
               
               
               
               
               
               
  • Risk Assessment:

Consider areas of risk and contingency plans during marketing but not limited to:

  • Branding
  • Demand
  • Lack of Tracking
  • Financial
  • Reputational
  • Sales
  • Distribution
  • Trends and Regulations

<1 mark allocated for providing relevant risk descriptions, 1 mark allocated for providing relevant likelihood data , 1 mark allocated for providing relevant impact data and 2 marks allocated for providing relevant strategy data (referring to the Assessment 1 Task 2C, marketing objectives and the associated data). Total mark of 5 marks>

Risk Assessment Template                                                                                         5 marks

Risk description <1 mark> Likelihood <1 mark> Impact <1 mark> Strategy <2 marks>
<Description of the risk identified> <Highly likely, likely, possible, unlikely, highly unlikely> <High, medium, low>  <What actions will you take to minimise the potential risk to your business?>
       
       
       
Task 4 – Evaluation and Adjustment of Marketing Strategies

The Owner ACA Restaurant Café’ has measures measured their previous marketing outcomes from the consumers’ points of view, include all marketing activities, measure across a continuous time period. This had allowed them to improve and meet the statistical and technical criteria required to achieve its goals.

The Owners have assigned you, as the Manger to similarly measure the established marketing strategies and plan through evaluating the performance metrics and determining what areas of the marketing mix (for the catering services) need changes to modify, as well its products and services. 

This will lead to engaging all associated internal stakeholders and gaining their input into the marketing strategies and plan to increase sales and customer satisfaction.

You plan to create an evaluation report of the marketing plan of the catering services of ACA Restaurant café; and thus, conduct a staff meeting to communicate your findings.

Your task is to:

  1. Conduct ongoing evaluation through both formal and informal techniques to assess their effectiveness and help plan for future marketing activities.                                 5 marks

You are to complete the given template below; however, you may choose to create your tabular form, you may choose to create your own of similar format, but they must meet the required performance criteria. 

Considerations for your findings:

  • ensure methods support the marketing objectives and marketing strategies as decided for the catering services of ACA Restaurant Café; You may refer to Assessment 1 Task 2C & 2E for your reference.
  • analysis of sales
  • staff meetings
  • use of quantitative and qualitative methods
  • buying reviews
  • time frames for evaluation
  • Using samples to monitor promotions through – retailer audits (useful to identify problems e.g. with promotional codes), mystery shoppers (useful to monitor whether promotions are being advertised and how effectively), telephone research (useful to gauge the response to advertising e.g. direct mail
  • developing, reviewing and modifying customer focus group
  • surveys
  • use of management tools (MIS)
  • field research
  • digital analytics e.g. keywords, SEO, Click-through, Conversions, affiliate marketing, geo targeting, viral marketing, social networking, apps
  • revenue analysis

<2.5 marks allocated to provide a detailed list of evaluation methods strategies and 2.5 marks allocated for explanation relevant to ACA Restaurant Café’s catering services. Total of 5 marks >

Methods of Evaluation Description of evaluating the success < state how they are used to track progress and make adjustment and bench marking of marketing strategies>
   
   
   
  • You are to record a meeting minutes of an operational staff meeting arranged by you, Joe Roux, the Manager of ACA Restaurant Café’.

You have arranged this meeting to discuss the results of the evaluation process and to decide on adjustments on marketing strategies and to maintain awareness of current organisational focus. You are to communicate with staff and ensure they agree on the changes based on the organisational requirements; actions need to be taken to implement the changes within the marketing activities.

Consider changes that can occur but not limited to:

  • Price changes
  • Changes in elements of marketing mix, promotional activities dates changes
  • Adding extra features

Consider during recording your minutes:

  • Providing opportunities for contribution ensuring staff personnel understands the business’s mission, vision and values
  • make adjustments according to evaluation for ACA Restaurant Café’
  • changes to responsibilities
  • break strategies down into its components.
  • think about what you want to achieve as outcomes.
  • discuss the time limit for the implementation
  • time to make changes to a marketing plan and ensure enough time to complete any changes ready for implementation.
  • consider contingency plans are in place

                                                                                                                             5 marks

Meeting Name: <0.25 mark>  
Date of Meeting: <0.25 mark>   Time: <0.25 mark>  
Minutes Prepared By: <0.25 mark>   Location: <0.25 mark>  
Name Position E-mail Phone
1. Meeting Objective <0.5 mark>
 
2. Attendance at Meeting <0.5 mark>
       
       
       
       
3. Agenda and Notes, Decisions, Issues <1 mark>
Topic Owner Time
         
         
         
4. Action Items   <1 mark>
Action Owner Due Date
     
     
     
     
5. Next Meeting (if applicable)
Date:  <0.25 mark>   Time: <0.25 mark>   Location:  <0.25 mark>  

Meet with managers and supervisors

The rst step is to gather everybody involved in the implementation process up and

hold a meeting to discuss methods of implementation. Think hard about the

advantages and disadvantages of each. Be sure to remain open to ideas and aim to

agree on the best methods for implementation

END OF ASSESSMENT