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Elements and Performance Criteria

Segment the market
Identify the target market
Profile target audience
Develop a positioning strategy
- Available positioning strategies are identified and a strategy is chosen to meet marketing requirements and the consumer profile
- A positioning implementation plan is written in accordance with organisational requirements

Required Skills

Evidence Required

The Evidence Guide identifies the critical aspects knowledge and skills to be demonstrated to confirm competency for this unit This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Profile contains rationale and supporting information

Underpinning Knowledge

At this level the learner must demonstrate understanding of a broad knowledge base incorporating some theoretical concepts

Relevant legislation from all levels of government that affects business operation especially in regard to Occupational Health and Safety and environmental issues equal opportunity industrial relations and antidiscrimination

Organisations business structure products and services

Organisations business and marketing plan

Product and service standards and best practice models

Data collection and analysing techniques

The elements of marketing planning

Underpinning Skills

Literacy skills to identify relevant information to write reports and to interpret internal and external information

Communication including questioning clarifying and reporting

Research and analyse market segments

Identify the target market and select targeting and positioning strategies that meet organisations requirements

Ability to relate to people from a range of social cultural and ethnic backgrounds and physical and mental abilities

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Contexts of Assessment

Competency is demonstrated by performance of all stated criteria including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level Refer to the Key Competency Levels at the end of this unit

KEY COMPETENCY LEVELS

Collecting analysing and organising information Level from primary and secondary research sources

Communicating ideas and information Level through development of an implementation plan

Planning and organising activities Level to gather data from a range of sources

Working with teams and others Level to determine segmentation criteria

Using mathematical ideas and techniques Level for data analysis

Solving problems Level to find best fit positioning strategy

Using technology Level to record and analyse data as required

The Evidence Guide identifies the critical aspects knowledge and skills to be demonstrated to confirm competency for this unit This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Profile contains rationale and supporting information

Underpinning Knowledge

At this level the learner must demonstrate understanding of a broad knowledge base incorporating some theoretical concepts

Relevant legislation from all levels of government that affects business operation especially in regard to Occupational Health and Safety and environmental issues equal opportunity industrial relations and antidiscrimination

Organisations business structure products and services

Organisations business and marketing plan

Product and service standards and best practice models

Data collection and analysing techniques

The elements of marketing planning

Underpinning Skills

Literacy skills to identify relevant information to write reports and to interpret internal and external information

Communication including questioning clarifying and reporting

Research and analyse market segments

Identify the target market and select targeting and positioning strategies that meet organisations requirements

Ability to relate to people from a range of social cultural and ethnic backgrounds and physical and mental abilities

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Contexts of Assessment

Competency is demonstrated by performance of all stated criteria including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level Refer to the Key Competency Levels at the end of this unit

KEY COMPETENCY LEVELS

Collecting analysing and organising information Level from primary and secondary research sources

Communicating ideas and information Level through development of an implementation plan

Planning and organising activities Level to gather data from a range of sources

Working with teams and others Level to determine segmentation criteria

Using mathematical ideas and techniques Level for data analysis

Solving problems Level to find best fit positioning strategy

Using technology Level to record and analyse data as required

Range Statement

The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:

Legislation, codes and national standards relevant to the workplace which may include:

award and enterprise agreements and relevant industrial instruments

relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

relevant industry codes of practice

Market segmentation is:

the process of dividing a market into consumer subgroups, each of which has different needs

Criteria to use in market segmentation may include:

benefits desired

product/service usage

social and cultural factors

business characteristics

Sources of information for segmenting and profiling markets may include:

industry sources

existing research data

original a priori research (where the market segments are assumed at the beginning and research is used to confirm them)

original response based research

Approaches to determining the total market may include:

identifying consumers with relevant needs

identifying current users of a product or service

identifying people with related characteristics

Targeting strategies may include:

price sensitivity

purchasing power

growth considerations

differentiation and segmentation

concentrated, differentiated and mass strategies

Consumers may include:

Standard statistical terms:

are those categories used by the Australian Bureau of statistics in collecting and reporting census data

Terms used to describe segments may include:

Demographic descriptions may include:

date and place of birth

indigenous Australian

other languages spoken at home

number and age of children

Psychographic descriptions may include:

Positioning strategies may include:

image perceptions

prestige and exclusive positioning

conspicuous positioning

service positioning

value positioning

market leader positions

market follower positions

Me-Too positioning

competitive positioning

Marketing may include:

marketing of goods

services marketing

ideas marketing

public sector marketing

direct marketing

business-to-business marketing

The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:

Legislation, codes and national standards relevant to the workplace which may include:

award and enterprise agreements and relevant industrial instruments

relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

relevant industry codes of practice

Market segmentation is:

the process of dividing a market into consumer subgroups, each of which has different needs

Criteria to use in market segmentation may include:

benefits desired

product/service usage

social and cultural factors

business characteristics

Sources of information for segmenting and profiling markets may include:

industry sources

existing research data

original a priori research (where the market segments are assumed at the beginning and research is used to confirm them)

original response based research

Approaches to determining the total market may include:

identifying consumers with relevant needs

identifying current users of a product or service

identifying people with related characteristics

Targeting strategies may include:

price sensitivity

purchasing power

growth considerations

differentiation and segmentation

concentrated, differentiated and mass strategies

Consumers may include:

Standard statistical terms:

are those categories used by the Australian Bureau of statistics in collecting and reporting census data

Terms used to describe segments may include:

Demographic descriptions may include:

date and place of birth

indigenous Australian

other languages spoken at home

number and age of children

Psychographic descriptions may include:

Positioning strategies may include:

image perceptions

prestige and exclusive positioning

conspicuous positioning

service positioning

value positioning

market leader positions

market follower positions

Me-Too positioning

competitive positioning

Marketing may include:

marketing of goods

services marketing

ideas marketing

public sector marketing

direct marketing

business-to-business marketing