Market the small business

This unit describes the performance outcomes, skills and knowledge required to develop and implement marketing strategies, and to monitor and improve market performance.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.


This work is undertaken by individuals who operate a small business.

This unit is suitable for micro and small businesses or a department in a larger organisation.

Elements and Performance Criteria



1. Develop marketing strategies

1.1. Analyse the business and its key products or services to determine the focus of marketing activities, in accordance with the objectives of the business plan

1.2. Evaluate the customer base and target market for the small business as a basis for the marketing objectives and strategies

1.3. Determine marketing objectives and strategies that are ethically and culturally appropriate, in consultation with relevant people and in accordance with the business plan

2. Determine a marketing mix for the business

2.1. Balance product mix, volumes and pricing to optimise sales and profit

2.2. Evaluate the costs and benefits of using different distribution channels and/or providing different levels of customer service and consider the results in determining the marketing mix

2.3. Determine promotional activities to suit the target market

2.4. Consider customer needs and preferences in determining the marketing mix

2.5. Determine the marketing mix according to market and business needs

3. Implement marketing strategies

3.1. Brief persons involved in the marketing effort on their roles and responsibilities, to ensure the success of marketing strategies

3.2. Plan and implement promotional activities, in accordance with marketing objectives and budgetary requirements

4. Monitor and improve marketing performance

4.1. Monitor marketing activities and evaluate business performance according to the objectives and targets of the business plan

4.2. Analyse performance gaps and take corrective action or set new targets

4.3. Encourage all relevant people to propose ways to improve marketing performance

4.4. Seek and analyse customer reaction to all aspects of the marketing mix, using culturally appropriate processes, to improve targeting and outcomes

4.5. Conduct ongoing research of customer requirements to identify opportunities for change and improvement

4.6. Monitor and investigate changes in the market for new opportunities to aid business development

Required Skills

Required skills

communication skills to question, clarify and report

literacy and numeracy skills to research information, to analyse data and to interpret market data.

Required knowledge

industry market trends

methods of analysing costs and benefits of marketing strategies

methods of developing marketing objectives and marketing mix

methods of monitoring customer satisfaction

relevant market analysis and research

relevant marketing concepts and methods.

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.

Overview of assessment

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

Evidence of the following is essential:

developing a marketing strategy and choosing a marketing mix for the small business that are culturally appropriate and that complement the business plan

implementing and monitoring the marketing strategy/plan to optimise the chances of small business success

knowledge of relevant marketing concepts and methods.

Context of and specific resources for assessment

Assessment must ensure:

access to relevant documentation

candidate's individual circumstances and work in the context of running a small business, are the basis for assessment.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

portfolio of evidence including marketing strategy and monitoring of marketing performance

oral or written questioning to assess knowledge of industry market trends

review of analysis of performance gaps and corrective action taken or new targets set

review of promotional activities implemented.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBSMB404A Undertake small business planning.

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.

Marketing objectives and strategies may include:

achieving lower costs of production and distribution than competitors

creating a very different product line or service so that the business becomes a class leader in the industry


pricing, presentation and display of products/services

product design and packaging

product range and mix

promotion and advertising

pursuing cost leadership and/or product differentiation within a specialist market segment

Relevant people may include:

accountant or other specialist services

family members, work team members, sub-contractors, community members

franchise agency

financial backers, clients

owner/operator, partners, directors, shareholders

regulatory bodies

trade or industry associations

Distribution channels may include:

dealer, re-seller, franchisee

distributor, delivery service, mail order, telesales

self-access, wholesale, retail

Levels of customer service may include:

after sales service

one-on-one personal service

sales assistance for problems/queries only

Marketing mix may include:


level of service



quality, range

safety features

technical features, design

Promotional activities may include:

advertising in national, suburban or local newspapers

advertising on radio or television


development of networks and strategic alliances

display posters

exhibitions, in-store promotions

involvement in community projects

mail drops

professional/industry journals


staff development programs to enhance customer service orientation


word of mouth, referral, testimonials

Performance gaps may include:

over achievement of performance targets

under achievement of performance targets

Customer reaction may be determined through:

customer meetings, focus groups

identification of new business opportunities

informal discussion

sales to contact ratio

survey/other feedback mechanisms

trend analysis


Unit sector

Competency Field

Management and Leadership - Small and Micro Business

Employability Skills

This unit contains employability skills.

Licensing Information

Not applicable.