1

Analyse the business environment in which organisation operates

1.1

Research is conducted to determine and analyse the competitive business environment in which organisation operates.

1.2

Data on industry trends is accessed and analysed to provide relevant knowledge about future opportunities and directions for the business.

1.3

Risks and opportunities from within the internal and external environments are identified.

2

Identify and scope development opportunities

2.1

Position of the organisation within its market is analysed and specified.

2.2

Gaps in the market that will provide opportunities for growth are analysed and identified.

2.3

Demographic and trend data is identified, collected and analysed to provide profiling information about the organisation’s market.

2.4

Industry intelligence relating to competitors is collected and analysed.

2.5

Key strengths, weaknesses, opportunities and threats (SWOT) that affect new business opportunities are identified.

3

Prepare a marketing plan

3.1

Marketing goals and objectives for the organisation are developed in consultation with relevant stakeholders.

3.2

Market segments to be addressed are analysed, quantified and developed.

3.3

Products and services to be offered to market are analysed and specified.

3.4

Marketing options are analysed and marketing strategy is developed in consultation with relevant stakeholders.

3.5

Resourcing and budgeting to implement the plan are determined.

4

Win new business

4.1

Business relationships that may assist in identifying and winning new business are identified and cultivated.

4.2

Opportunities to respond to tenders are identified.

4.3

External expertise is sought as required to prepare tenders and business proposals.

4.4

Tenders and business proposals are developed and submitted that meet prospective client requirements.

4.5

Presentations and pitches are made that communicate the strengths and benefits of the proposal and organisation.

4.6

Contracts are negotiated with client to finalise the successful tender or business proposal process.

Required skills

administration and management skills to:

manage documents

manage time, including planning and prioritising work

analytical and problem-solving 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:

4Ps: product, price, place and promotion

6Ps: people, product, price, place, promotion and performance

processes relevant to developing business opportunities

risk management processes

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 in-depth 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 off-site 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 and/or oral assessment of the candidates required knowledge for the unit

observed, documented and/or 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 and/or 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.

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.