Develop Organizational Marketing Objectives
Assessment Task 1 – Organisational Review
Performance objective –
You are required to review the marketing activities of an organisation, and complete a range of analyses to review progress of the strategic marketing plan.
Assessment description –
You are required to review the strategic marketing objectives for an organisation, and meet with the CEO to confirm your understanding of the objectives (your assessor may perform the role of CEO). You also need to complete a range of analyses to confirm and evaluate the organisation’s marketing activities, including progress of the organization against established strategic objectives.
Procedure –
Using the case study provided, you have been asked to clarify the current status and strategic directions of the organisation, and evaluate their previous marketing activities.
1. Develop a written statement that:
a. describes the mission, purpose, vision and values of the organisation
b. identifies strategic directions and targets for the organisation.
You are required to meet with the CEO (your assessor) and confirm that you have correctly described the strategic directions for the organisation. After receiving confirmation, you need to complete an organisational review:
1. Complete a situational analysis (including a PEST analysis) for the organisation.
2. Identify legal and ethical requirements for the organisation to address sustainability issues.
3. Describe the impact of the organisational strategic direction on current marketing activities.
4. Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats.
5. Evaluate the effectiveness of previous marketing undertakings, including:
a. performance against established objectives (including profitability)
b. critical success factors
c. areas for improvement and lessons learned.
Assessment Task 2 – Viability Report
Performance objective –
You are required to develop a report analysing several business opportunities for an organisation.
Assessment description –
You are required to review the case study information provided, and complete a report comparing several business opportunities available to the organization. As part of this review, you need to consider both internal and external factors, as well as costs, benefits and likely fit of the opportunity.
Procedure –
You have been appointed the new Marketing Manager for ‘Cocoa Delights’, a chain of 15 gourmet chocolate stores in Melbourne. From the provided case study, complete a viability report for each of the marketing opportunities. Include information under the following headings:
1. Cost and benefits: An analysis of costs and benefits for the organisation, based on the information provided.
2. PEST: A completed PEST analysis.
3. Risk. A completed risk analysis, including approaches available to manage the identified risk (risk management strategy).
4. Fit: A description of the likely fit of the opportunity with organisation goals and capabilities.
5. Impact: A description of the likely impact of the opportunity on current business activities and customer base.
Assessment Task 3 – Marketing Objectives
Performance objective –
Candidates are required to develop short-term and long-term measurable marketing objectives for an organisation.
Assessment description –
You are required to review the strategic directions of an organisation, and develop marketing objectives that reflect the organisation. For each of the marketing objectives identified, you need to define how they will be measured, and justify how they are aligned with organisational strategic directions.
Procedure –
For the business opportunity identified in the case study, you need to draft marketing objectives that reflect the strategic directions of the organisation. You then need to meet with the CEO (your assessor) to discuss the short-term and long-term objectives that you have outlined. Each objective must clearly describe what is to be achieved (i.e. overall KPI) and how it is attainable.
Marketing objectives should be presented to the CEO in written format, and respond to each of the following statements:
1. Compatibility: How is the objective compatible with the organisation’s strategic direction and purpose?
2. Consistent: How is the objective consistent with the current and future needs of the business?
3. Equipped: How is the objective compatible with organisational projections for capability, resources and finances?
4. Legals: Does the objective meet the legal and ethical requirements affecting the business? List relevant legislation from all forms of government, codes of practice and national standards that affect the organisation.
From your list of short-term and long-term marketing objectives, the CEO will assist in identifying key long-term strategic objectives for the organisation. For each key long-term strategic objective, you need to develop a brief written report that describes:
1. the key performance indicators (KPIs), apportioned to product/service and market sector
2. a risk management strategy.
Assignment Files –
https://www.dropbox.com/s/6z9vhonc2j6biqr/Assignment%20Files.rar?dl=0
