Application
Not applicable.
Prerequisites
Not applicable.
Elements and Performance Criteria
Elements and Performance Criteria | |||
Element | Performance Criteria | ||
1 | Segment the market | 1.1 | Criteria to use in segmenting the market are identified in accordance with the marketing plan |
1.2 | Sources of information for segmenting and profiling markets are identified and accessed in accordance with the marketing plan | ||
1.3 | The market is segmented in accordance with the selected criteria | ||
1.4 | Market segments are reviewed for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns | ||
1.5 | Market segment/s are selected to meet the requirements of the marketing plan, or new segmentation criteria are chosen and applied | ||
2 | Identify the target market | 2.1 | Approach/es to determining and describing the total market for a product or service are evaluated and chosen |
2.2 | The target market is defined in terms of the consumers to be included as prospective users of a product or service, and in terms of the selected market segment/s | ||
2.3 | Descriptions of the target market use segment descriptors | ||
2.4 | Available marketing strategic options are identified and the targeting strategy that best meets the requirements of the marketing plan is selected | ||
3 | Profile target audience | 3.1 | The total market and the selected market segment/s are described in the form of a consumer profile |
3.2 | The consumer profile identifies consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection | ||
3.3 | Demographic and /or psychographic descriptions are used in the consumer profile in accordance with the requirements of the marketing plan | ||
3.4 | The profile meets organisational requirements in terms of language, format, content and level of detail | ||
4 | Develop a positioning strategy | 4.1 | Available positioning strategies are identified and a strategy is chosen to meet marketing requirements and the consumer profile |
4.2 | A positioning implementation plan is written in accordance with organisational requirements |
Required Skills
Not applicable.
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 anti-discrimination
Organisation's business structure, products and services
Organisation's business and marketing plan
Product and service standards and best practice models
Data collection and analysing techniques
Market mix
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 organisation's 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
Context/s 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 2)- from primary and secondary research sources
Communicating ideas and information (Level 2)- through development of an implementation plan
Planning and organising activities (Level 2)- to gather data from a range of sources
Working with teams and others (Level 2)- to determine segmentation criteria
Using mathematical ideas and techniques (Level 1)- for data analysis
Solving problems (Level 2)- to find 'best fit' positioning strategy
Using technology (Level 1)- 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 anti-discrimination
Organisation's business structure, products and services
Organisation's business and marketing plan
Product and service standards and best practice models
Data collection and analysing techniques
Market mix
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 organisation's 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
Context/s 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 2)- from primary and secondary research sources
Communicating ideas and information (Level 2)- through development of an implementation plan
Planning and organising activities (Level 2)- to gather data from a range of sources
Working with teams and others (Level 2)- to determine segmentation criteria
Using mathematical ideas and techniques (Level 1)- for data analysis
Solving problems (Level 2)- to find 'best fit' positioning strategy
Using technology (Level 1)- 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:
consumer needs
benefits desired
product/service usage
attitude
demographics
lifestyle
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
sales volume
market share
purchasing power
ease of entry
growth considerations
differentiation and segmentation
niche markets
concentrated, differentiated and mass strategies
Consumers may include:
individuals
businesses
households
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:
demographics:
age
sex
education
marital status
occupation
nationality
first language
children
income
Demographic descriptions may include:
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include:
activities
interests
opinions
values
attitudes
lifestyle
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
repositioning
competitive positioning
Marketing may include:
marketing of goods
services marketing
ideas marketing
public sector marketing
direct marketing
telemarketing
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:
consumer needs
benefits desired
product/service usage
attitude
demographics
lifestyle
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
sales volume
market share
purchasing power
ease of entry
growth considerations
differentiation and segmentation
niche markets
concentrated, differentiated and mass strategies
Consumers may include:
individuals
businesses
households
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:
demographics:
age
sex
education
marital status
occupation
nationality
first language
children
income
Demographic descriptions may include:
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include:
activities
interests
opinions
values
attitudes
lifestyle
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
repositioning
competitive positioning
Marketing may include:
marketing of goods
services marketing
ideas marketing
public sector marketing
direct marketing
telemarketing
business-to-business marketing
Sectors
Not applicable.
Employability Skills
Not applicable.
Licensing Information
Not applicable.