This unit applies to those who develop marketing plans for any agricultural and horticultural products or related services.

ELEMENT

PERFORMANCE CRITERIA

1. Evaluate commercial information

1.1. Relevant information is researched and analysed to identify market trends.

1.2. Competing products are identified and evaluated to determine strengths and weaknesses of own products.

1.3. Collated information is presented in a manner which provides clear and concise information.

1.4. Market and situation analysis is conducted using established techniques in accordance with available budget and the need for external assistance.

2. Identify marketing requirements

2.1. Promotional materials are created that enhance the product and commercial presentation.

2.2. Priorities, responsibilities, timelines and budgets are recorded and communicated to appropriate colleagues.

3. Determine promotional strategies

3.1. Detailed plans for promotional activities are prepared and recorded according to enterprise guidelines.

3.2. Outlined in the promotional plan are objectives, level of exposure to be achieved and available markets.

3.3. Strategies take account of feedback from operational staff, time management and scheduling issues, and resource constraints.

3.4. Marketing objectives are established based on new and retained business consistent with product and operational business plans.

4. Organise implementation

4.1. Criteria are established to measure impact and success of promotional activities.

4.2. Adjustments to the promotional strategy product distribution are made promptly to ensure consistency of promotion.

4.3. Required distribution channels are defined and established.

4.4. Product documentation is distributed on time in the specified quantities.

Required skills

analyse, research information and develop a marketing plan

implement and evaluate a marketing plan

research and determine the best marketing options in order to achieve the organisations objectives

problem solve to overcome impediments

manage time

evaluate performance targets and recommend modifications or improvements

collect and analyse data to assess marketing alternatives

make presentations to groups

plan to manage promotional activities

manage budgets

use literacy skills to fulfil job roles as required by the organisation. The level of skill may range from reading and understanding documentation to completion of written reports

use oral communication skills/language competence to fulfil the job role as specified by the organisation including questioning, active listening, asking for clarification, negotiating solutions and responding to a range of views

use numeracy skills to estimate, calculate and record complex workplace measures

use interpersonal skills to work with others and relate to people from a range of cultural, social and religious backgrounds and with a range of physical and mental abilities.

Required knowledge

financial management and budgeting

rural organisations policies and procedures for marketing and promotions

sales and marketing principles and practices

sound knowledge of promotional activities including, trade shows, in-house promotions, advertising, public relations, familiarisations, signage and display

relevant State/Territory legislative requirements with regard to Occupational Health and Safety (OHS) and risk management procedures for management of promotional activities

legal issues that affect marketing activities (trade practices, Fair Trading Acts, Sales of Goods Acts)

industry and marketing knowledge including sales networks and distribution systems, and customer trends and preferences

demographic studies and their application in the development of a marketing plan.

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.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

The evidence required to demonstrate competency in this unit must be relevant to workplace operations and satisfy holistically all of the requirements of the performance criteria and required skills and knowledge and include achievement of the following:

identify the marketable features of the product and potential markets

develop a range of marketing alternatives

collect and analyse data to assess alternatives in a marketing plan

evaluate performance targets and recommend modifications or improvements

implement and evaluate a marketing plan

plan to manage promotional activities.

Context of and specific resources for assessment

Competency requires the application of work practices under work conditions. Selection and use of resources for some worksites may differ due to the regional or enterprise circumstances.

The range statement relates to the unit of competency as a whole.

Purpose for marketing plan may include:

achieving or not achieving sales targets

increased access to new markets

customer/client feedback

level of public/purchaser awareness

increased recognition rates of products

market penetration.

Information may include:

sales data

expected revenues

expenditure

attributable costs

market share figures

trends in consumer purchases

demographic data

borrowing costs

transport costs

delivery times.

Unit sector

Business

This unit contains employability skills.