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Elements and Performance Criteria

1. Analyse the business environment in which organisation operates
   • Research is conducted to determine and analyse the competitive business environment in which organisation operates.
   • Data on industry trends is accessed and analysed to provide relevant knowledge about future opportunities and directions for the business.
   • Risks and opportunities from within the internal and external environments are identified.

Required Skills

Required skills

administration and management skills to manage documents manage time including planning and prioritising work analytical and problemsolving skills to identify market gaps and opportunities determine internal strengths and weakness identify appropriate external expertise and subcontractors budgeting and financial management skills interpersonal skills to interact with clients and relevant professionals network to identify and build business and client relationships language literacy and numeracy skills to communicate at a project management level with clients colleagues and contacts including making presentations writing reports interpret and apply complex information including contracts legislation regulations and codes and standards marketing skills to cultivate new business relationships and support new business proposals negotiation skills to conclude contracts technology skills to use information technology and relevant software

Required knowledge

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 Ps product price place and promotion Ps people product price place promotion and performance processes relevant to developing business opportunities risk management processes

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package
Critical aspects for assessment and evidence required to demonstrate competency in this unit	A person should demonstrate the ability to analyse the market and its users products and services identify a strategically sound position for the organisation following indepth analysis of competitors strengths weaknesses opportunities and threats within the market and organisation demographic and other trends within the marketplace niche opportunities develop a marketing strategy identify and secure new business requiring communication and personal skills to develop effective business relationships tender preparation sophisticated presentation skills to secure business contract negotiation and finalisation
Context of and specific resources for assessment	Assessment of this unit must be in the context of the work environment may be conducted in an offsite context provided it is realistic and sufficiently rigorous to cover all aspects of workplace performance including task skills task management skills contingency management skills and job role environment skills must meet relevant compliance requirements Resource implications for assessment include access to suitable assessment venue and equipment suitable simulated or real opportunities and resources to demonstrate competence assessment instruments
Method of assessment	Assessment for this unit must verify the practical application of the required skills and knowledge using one or more of the following methods written andor oral assessment of the candidates required knowledge for the unit observed documented andor firsthand testimonial evidence of the candidates implementation of appropriate procedures and techniques for the safe effective and efficient achievement of the required outcomes identification of the relevant information and scope of the work required to meet the required outcomes identification of viable options and the selection of options that best meet the required outcomes consistently achieving the required outcomes
Guidance information for assessment	This unit could be assessed on its own or in combination with other units relevant to the job function Where applicable physical resources should include equipment modified for people with disabilities Access must be provided to appropriate learning andor assessment support when required Assessment processes and techniques must be culturally appropriate and appropriate to the language and literacy capacity of the candidate and the work being performed

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Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Research may include:	commissioned market research data available from industry associations information gained through industry networks desk-based research, such as internet search published reports on industry composition search of publicly available annual reports for listed companies search of publicly available business records.
Risks and opportunities may include:	changes to technology within the industry cyclical economic changes funding constraints increased buying power of clients increased internal costs labour shortages long-term economic changes within the market new and emerging markets new competition skill shortages strong competition.
Position within the market may include:	‘full service’ operator aggressive cost competitor geographic coverage high service and higher cost competitor niche or boutique operator.
Marketing strategy may include development of:	4Ps: product price place (channel) promotion (communications, advertising and selling) budget and resourcing environmental analysis competitor analysis.

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