List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the range of conditions. |
1. | Analyse the business environment in which organisation operates. | 1.1. | Research is conducted to determine and analyse the competitive business environment in which organisation operates. |
| 1.2. | Data on industry trends is accessed and analysed to provide knowledge about future opportunities and directions for the business. |
| 1.3. | Risks and opportunities from within the internal and external environments are identified. |
2. | Identify and scope development opportunities. | 2.1. | Position of the organisation within its market is analysed and specified. |
| 2.2. | Gaps in the market that provide opportunities for growth are analysed and identified. |
| 2.3. | Demographic and trend data is identified, collected and analysed to provide profiling information about the organisation’s market. |
| 2.4. | Industry intelligence relating to competitors is collected and analysed. |
| | 2.5. | Key strengths, weaknesses, opportunities and threats (SWOT) that affect new business opportunities are identified. |
3. | Prepare a marketing plan. | 3.1. | Marketing goals and objectives for the organisation are developed in consultation with stakeholders. |
| 3.2. | Market segments to be addressed are analysed, quantified and developed. |
| 3.3. | Products and services to be offered to market are analysed and specified. |
| 3.4. | Marketing options are analysed and marketing strategy is developed in consultation with stakeholders. |
| | 3.5. | Resourcing and budgeting to implement the plan are determined. |
4. | Win new business. | 4.1. | Business relationships that may assist in identifying and winning new business are identified and cultivated. |
| 4.2. | Opportunities to respond to tenders are identified. |
| 4.3. | External expertise is sought as required to prepare tenders and business proposals. |
| 4.4. | Tenders and business proposals are developed and submitted that meet prospective client requirements. |
| | 4.5. | Presentations and pitches are made that communicate the strengths and benefits of the proposal and organisation. |
| | 4.6. | Contracts are negotiated with client to finalise the successful tender or business proposal process. |
A person demonstrating competency in this unit must satisfy the requirements of the elements, performance criteria, foundation skills and range of conditions of this unit.
The person must also develop a marketing strategy and secure new business for one organisation.
In doing the above, the person must:
analyse the market and its users, products and services
identify a strategically sound position for the organisation following in-depth analysis of:
competitors
strengths, weaknesses, opportunities and threats within the market and organisation
demographic and other trends within the marketplace
niche opportunities
apply communication and personal skills to develop effective business relationships
prepare tenders
deliver professional presentations to secure business
negotiate and finalise contracts for new business.
A person demonstrating competency in this unit must demonstrate knowledge of:
business operating requirements, including:
financial
legal
licensing
contractual requirements and implications for the business
key components of and process for business costings
organisational resource requirements to build a business
marketing planning processes, including:
4Ps: product, price, place and promotion
6Ps: people, product, price, place, promotion and performance
processes for developing business opportunities
risk management processes.
The following must be present and available to learners during assessment activities:
equipment:
computer with internet access
telephone
materials:
historical and current company information
contingencies:
limited budget or human resource availability
physical conditions:
established organisation requiring marketing plan and new business.
Timeframe:
according to organisational requirements.
Assessor requirements
As a minimum, assessors must satisfy the assessor requirements in the Standards for Registered Training Organisations (RTOs) current at the time of assessment.