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 | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Research the market. | 1.1 Focus product research according to business objectives. 1.2 Access information sources for floristry market trends, distribution and marketing networks. 1.3 Analyse current and emerging technologies, market and design trends, and product and service gaps. 1.4 Consult with colleagues and external stakeholders. 1.5 Identify product development opportunities and target markets. 1.6 Evaluate distribution and marketing networks for potential to successfully market proposed product. |
2. Analyse issues relevant to product establishment. | 2.1 Identify and analyse product preferences and quality expectations of different consumer markets. 2.2 Identify and analyse external issues that impact on product establishment. 2.3 Assess availability of flower and plant materials and ancillary materials that meet preferences of target market. 2.4 Assess business capacity to provide proposed product and identify additional required resources. 2.5 Consider issues relating to product life cycle. |
3. Determine profitable selling price. | 3.1 Determine net production cost by identifying attributable business operating costs and product specific costs. 3.2 Incorporate distributor commissions or mark ups, determine required profit margin and mark up for profitable selling price. 3.3 Consider competitor product pricing and make reasonable cost adjustments to ensure a price competitive product. 3.4 Assess profitability of a range of proposed products and choose highest yielding products. 3.5 Clearly and accurately document pricing structures. |
4. Establish the product. | 4.1 Develop and implement a product implementation plan that incorporates marketing strategies and activities. 4.2 Communicate plan to all personnel involved in establishing the product. 4.3 Test new products in marketplace prior to full implementation, when appropriate. |
5. Monitor and evaluate success of the product. | 5.1 Monitor product success based on marketplace response and feedback from distributors, staff and customers. 5.2 Assess changes in internal or external environment that impact cost effectiveness and profitability. 5.3 Monitor quality of supplied flowers, plant materials and merchandise and rectify deficiencies affecting overall quality of product range. 5.4 Rationalise or delete non-performing products within the range. 5.5 Communicate changes to relevant colleagues, customers and distributors. |
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
develop two floristry product ranges, each to include five items:
one product range of display, stock or catalogue items including ancillary merchandise
one product range to be chosen from those for:
annual celebratory days
funerals
parties
weddings
corporate supply contract (which could be provision of corporate weekly flowers or third party supply contract to an organisation which on-sells, e.g. a hotel banqueting department).
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
sources of information on floristry industry products:
distribution organisations
growers and other suppliers
industry associations
floristry industry structure and business interrelationships relevant to the supply chain
features and operational functions of floristry industry distribution and marketing networks
primary features of current and emerging floristry:
market trends
design trends
technologies
product and service styles for different consumer markets
quality expectations of different consumer markets
key features of competitors’ current products and services and price structure
financial operating costs for floristry businesses and desired profit margins
floristry industry commission and mark up rates and procedures
a range of formats for and inclusions of:
product implementation plans
product information and price lists.
Skills must be demonstrated in a floristry industry environment.
This can be:
an industry workplace
a simulated industry environment operated within a training organisation.
Assessment must ensure use of:
computers and the Internet to source information
software programs, which can be general or floristry industry specific, used to develop and record:
product implementation plans
product information and price lists
comprehensive information about the financial operating costs of a real or simulated floristry business to determine attributable business operating costs and nett production costs
electronic or hard copies of grower and other supplier brochures, information sheets and price lists
template:
product implementation plans
product information and price lists
people with whom the individual can interact for all communication aspects of the unit; these can be:
people in an industry workplace or
people who participate in project activities, role plays or simulated activities, set up for the purpose of assessment, within a training organisation
assessment activities that allow the individual to:
monitor and evaluate product success over a project or production life cycle to allow for changing circumstances
take responsibility for product development initiatives from initial research through to product establishment and monitoring.
Assessors must satisfy the Standards for Registered Training Organisation’s requirements for assessors, and:
hold a qualification or Statement of Attainment in Floristry which includes this unit of competency or equivalent; and
have worked as a florist in the industry for at least three years where they have applied this unit of competency or equivalent.