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Elements and Performance Criteria

1. Evaluate markets and organisational capacity
   • Markets for existing or new services and products are identified, researched and analysed for possible entry and/or development
2. An audit of existing service capacities is undertaken to identify scope for increased service provision
3. Preferred business profile is identified from business plans and other organisational documentation
4. Economic, community, environmental and political trends are assessed for relevance against organisational profile
5. Develop marketing strategies and plans
   • Alternative marketing strategies for the organisation are identified and compared with existing strategies
6. Services and markets for the organisation are clearly identified, in accordance with organisational procedures
7. Marketing strategies incorporate suitable advice from marketing professionals, as required
8. Marketing service organisations are identified, and their services are accessed, as required
9. Cost effective marketing plans and pricing strategies are developed, in accordance with organisational procedures
10. Proposed service and/or product marketing plan is tested to verify demand, strategies, cost and ability to deliver, in accordance with organisational procedures and guidelines
11. Implement marketing strategies
    • Suitable advertising and other promotional strategies are evaluated for cost effectiveness
12. Plans, schedules and targets are set for the introduction of new or improved strategies
13. Organisational marketing strategy and the roles and responsibilities within it are communicated to relevant personnel
14. Plans are developed to take into account the nature of the target client's business and seasonal cycles
15. Measures are taken to educate clients in value added services provided by the organisation
16. Implementation of marketing strategy is directed towards achieving planned outcomes
17. Monitor marketing strategy
    • Evaluation criteria to assess effectiveness of marketing is established, in accordance with organisational procedures
18. Records of performance against evaluation criteria are kept
19. Marketing strategy is adjusted in response to monitoring of performance

Range Statement

Range is restricted to essential operating conditions and any other variables essential to the work environment. Non-essential conditions may be found in the Companion Volume Implementation Guide.

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