ASSESSMENT ACTIVITY 1

1. What further information would you need to analyze information on

market and business needs to identify marketing opportunities?
Good information is the foundation for good marketing, in order to identify
marketing opportunities three main sources of information will be needed.
Firstly, an organization's own record of their performance, in this case is
the daily sales report. Secondly, specially commissioned market research
conducted by the organization itself, in this case is the percentage diary
sales by customer age group. In additional, information from research
organizations will be needed to identify marketing opportunities. Further
information can be get from research organizations including comparative
market information, competitor performance, customer requirements,
legal requirements, ethical requirements, market trends and
developments, new and emerging markets.
2. What trends are revealed by the diary sales data?
Diary sales report provided us with the units sold, sales value, average
unit value and average unit profit from year 2007 to 2011. Form this
report, there is a significant drop in the number of dairy sold from 2007 to
2011. By looking at the number, we can tell that the consumer demand of
dairy has decreased significantly. For the year 2007, the stationary shop
has the highest sales and highest units sold. For the year 2010 it has the
highest average unit value and average unit profit, even though that
number of units sold was only 48, the net profit was stable.
3. What trends are revealed by the percentage by age group data?
The table of percentage diary sales by customer age group provided
market shares of three different age groups from 2007 to 2011. For the
whole duration from 2007 to 2011, the consumers who fall in the age
bracket of (31-50) have been the most significant contributors to
boosting diary sales for the stationary shop. The diary sales data reveals
that there has been a steady increase in boosting diary sales from this
particular age group. For instance, the sales increased from 40% in 2007
to 61 % from 2009 to 2011 which is a boost in sales by 21%.
Likewise, the diary sales data reveals that the customers who fall in the
age group <30 is the least productive and profitable in terms of
generating revenue for the stationary shop. This particular age group
makes the least significant contribution towards bolstering diary sales. For
instance, the diary sales contribution from customers who fall in the age
group of <30 has declined from 32% in 2007 to 6% in 2011. This
demonstrates that there has been a decline of 26 %. In overall evaluation,
 the age group of 31-50 had the most significant effect on the sales of
diary while the age group <30 had the least contribution to the sales.
4. The Coffee Club is owned by Minor DKL Food Group; a leading
Australian retail food brand franchiser. Since opening its doors in Brisbane
in 1989, The Coffee Club has become Australias largest home-grown caf
group with approximately 400 stores throughout 9 countries. It is known
to have good food, great service and good coffee.

Information Analysis Value to the

organisation
Comparative market There are more or less The store is generating
information 5 coffee shops in the income, hence making
Garden City. However it stable and profitable.
among these shops,
The Coffee Club enjoys
a bigger customer base
leading to a profitable
year. Having more than
200 cups of coffee
daily, it has an income
of more than a
$100,000 annually
Competitor There are lots of coffee With these
Performance shops in Garden City; competitors, one must
amongst them are acknowledge their
Starbucks, Crme threat to the
Expresso and Michel establishment. Though
Patisserie. at the moment, the
coffee club is still
considered the leading
coffee shop in the area
by boasting sales of
more than 200 cups of
coffee sold daily.
Customer Requirement Based on surveys By being able to get
conducted, we are able the customers
to get some of the feedback, we will be
customers feedback able to develop our
among which are: existing product or
people are looking for launch an entirely new
cheaper priced coffee, one in order to satisfy
also their looking for a customers needs;
healthy options such as which would lead to
using green coffee. their contentment, thus
 would increase our
stores patronage.
Legal Requirements The establishment is With the establishment
complying with the complying to these
laws of Brisbane City laws, we are able to
Council such as the avoid being imposed of
WHS Act of 2011, Anti- fines or penalties from
Discriminatory Act of the Council
1991 and Privacy Act of
1988.
Ethical Requirements The organisation is By paying the right
paying the right salary salary to the staff, we
to all of its staff in are able to confidently
accordance to the laws say that we had a low
provided by the Council turnover as well as
increase in stability of
work force.
Market trends and The market trend By being able to
developments nowadays is that identify the market
people are always trend, we will be able
looking for the to come up with a new
healthier options. strategy that will be
able to help us capture
the market.
New and emerging Coffee lovers start at The establishment can
markets an early age. Surveys make a new product or
conducted shows that develop previous
those ages from 15-18 product so that it can
years of age already accommodate people
drank coffee. This is a of these ages and not
new and emerging just focus on those that
market for coffee. are above 30.
Profitability One can expect an By having an increase
increase in market in sales, profit would
base due to capturing likewise increase, thus
these new and makes the organisation
emerging customer stable.
groups which would
lead to an increase in
sales.
Sales figures $100,000 annual sales Additional sales =
on ages 15-18 additional income to
customer group the organisation

ASSESSMENT ACTIVITY 2
 1. By finding potential new markets, organizations can improve their sales
volume, growth, market share and profitability. However, before
entering new markets researchers need to identify risk of doing this.
There are few areas that the researchers could be work on in order to
find potential new markets like the E-commerce, internet social media,
export markets, expanding business overseas, targeting market
segments.

2. As the technology evolve many business entities and even individuals

are now engaging in internet social media marketing. Its because
social media are widely known and able to reach even those previously
unreacheable market. Benefits of social media marketing includes wide
and huge marketing coverage, direct shipping of goods to any market
that is connected in the internet and easy access for the customers
since you will just choose the product from the internet. On the other
hand, it also risky in a way that an organization cannot easily identify
its target market since it is too big and too diverse to effectively target
as on whole market.

ASSESSMENT ACTIVITY 3
1. Understanding the business background is the foundation of explore
potential business application and develop marketing opportunities. To
understand their business background, I have listed below questions to
be asked; I. What is the business current market and how is their
performance in this market? II. Who are their competitors and how is
their performance in the market? III. Who are the target clients and
what are the customer requirements?

2. The four main sources of entrepreneurial marketing ideas are the new
markets for existing products, new products, turning ideas into
business opportunities and innovative approaches to existing markets.

3. Identify one idea suggested by each of these sources, showing how the
idea was developed and analyzing its potential for developing into a
marketing opportunity, and showing how it would fit with the
entrepreneurs current business.

New markets for existing products. For example of this is the

introduction of the home delivery of McDonalds and that explore the new
 markets of people who has no transport or easy access to McDonalds
restaurants.

New products. In able for McDonalds to compete with the

demands and trends in the market, they introduce new food and drinks
menu like their gourmet burgers to fit the local culture. By doing this
would attract potential customers who like to try new things.
Turning ideas into business opportunities. Life has become
easier with the technology developing nowadays. The introducing of
smartphone during the past few years has brought plenty of marking
opportunities. McDonalds is also taking this advantage of new technology.
Their APP on smartphones is letting customers to place their order using
mobile and order will be devilry to them.
Innovative approaches to existing markets Innovative is
always important to sustain business. Innovative ideas would bring new
sparkles to the existing business. Ideas including create new menus,
cooperation with other organizations and societies.

ASSESSMENT ACTIVITY 4

1. You are the marketing manager of an organisation which is seeking

new market opportunities to realize these goals to:

a. Increase sales by 10% in the next 12 months

Advertise/ create new offerings or promotions in order to attract new
customers who would try our products.,
b. Penetrate a new market segment.
As shown by surveys, there are lot of people nowadays drinking coffee
and starts at an early age. Thus we need to capture the market by
introducing kinds of drink that would likely to attract those people.
c. Broaden its product mix
We need to add another product with healthier options, as we found
out that people today tends to lean on healthier options when choosing
what they want to eat or drink.

2. Identify a new market opportunity and analyze it, using this checklist:

Criteria Current Goals

Sales Revenue Current annual sales is Our goal is to add 10%
about a million cups which makes an
sold annually additional hundred
 thousand cups sold
annually or around 300
cups sold daily.
Profit margins Average 20% Maintains average
profit margins

Staff levels 2 managers(day/night) Increase number

6 supervisors supervisor and staff as
24 baristas soon as sales
10 kitchen/sandwich increases.
hands

Staff training Ongoing Staffs should know the

policies and guidelines
of the company. As well
as minimize staff
turnover
Market segments Mainly above the age Tap those below 30
of 30 especially teenagers

Product mix Hot coffee based drinks Introduction of coffee

Variety of meals or milk base Frappe.

3. Evaluate the likely impact of this opportunity on current business and

customer base, using these criteria:

a. Knock out factors

Addition of Frappe will increase our customer base as we target not
just over working public but also students. However we might as well
lose some of our patrons due to some unruly behaviour of the younger
generations.

b. Return of Investment
ROI in here will be made in a year as we just need the frappe machine
and ice maker to make the frappe. All raw materials used in hot
variants can likewise be use for our frappes.
 c. Ethical principles
We just need to ascertain that the product we are selling are only to
those that are above 18 so that minors would not be able to have
drinks that have caffeine in them as this might run contrary to any
ethical organisations.

ASSESSMENT ACTIVITY 5

1. For this part, I choose McDonalds as an example.

A. Current products. McDonalds restaurants serve a broad menu
at various price points, which including various choice of food, drinks and
dessert. In additional, a separated McCaf offers various rang of coffee
and cakes.
B. Current market segments. McDonalds restaurants as a
leading fast food chain worldwide, they have the largest fast food market
share in the world.
C. The three potential marketing opportunities that McDonald
identified are introducing healthier food menu to improve public image,
they might also introduce a make your own burger service and create
more fun food or activities for the kids.
2. All organizations are facing two external factors in the market
environment, macro and micro. Marketing organizations have little or no
control over macro factors such like demography, economic conditions,
social and cultural forces, political and legal forces and technology. On the
other hand organizations have small influence over micro factors, which
including customers, suppliers, marketing middlemen, specific
competitors and other public.

COMBO MEALS
FINANCIAL BBQ
HOME DELIVERY (chicken+spaghetti/ri
VIABILITY CHICKEN
ce)
Target those people
Those that are
who wants to eat
usually at home Current
CUSTOMER their chicken
and dont want market
together with
to get out
pasta/rice
We need to look for
SUPPLIER No changes No changes
rice/pasta supplier
 Pioneer for Only Asian
Other fast food fast food restaurants have this
COMPETITOR chains/restauran although but mostly use
ts restaurants noodles and not rice
do this or pasta
Additional
Rice cooker
Motorcycle and Staff to man
COST Spaghetti
its Driver. the grill and
Griller
Increase our
Increase our Increase market base
target market as
selections to since we target other
we encompass
BENEFITS increase our ethnic group rather
those that are
customer than our usual
just staying at
satisfaction market
home
LEGISLATION
No special No special No special
S AND
requirements requirements requirements
REGULATION
needed. needed. needed.
S
By having
By having this this we do
POLICIES we do not run not run By having this we do
AND contrary to our contrary to not run contrary to
GUIDELINES companys our our companys policy
policy companys
policy

3. Write a report which summarizes your analysis and assesses the

financial viability of each opportunity.

a. Develop home delivery service.

Competitors have already started home delivery services; one can
develop its own services by following or developing a new method for
its delivery service. One can learn from them in knowing if its
financially viable to venture in home delivery service.
b. Introduction of BBQ chicken.
This is a new product that isnt out in Australian market especially
for those in the fast food service. It is financially viable as we just
need to have an additional griller and staff to man the grill. Our
market is essentially the same, we just widen our product range to
cater those who wants healthier option, for in cooking this kind of
chicken, we forgo the use of oil.
c. Introduction of combo meals
 This would widen our customer base as it targets those that
wants to have their chicken eaten together with a pasta or
rice. Serving pasta or rice does not necessarily need to have a
huge capital influx. It is financially viable since it targets a new
market for it as well as our current market.

ASSESSMENT ACTIVITY 6
1. Calculate the probable return on investment for the marketing
opportunity which you identified in question 1. Use representative
values when calculating ROI.

Candys Beloved is a recent home based cakes and pastries business.

It has developed a wide array of cakes selection for its market to
choose from.

Costs/AU
Start-up Capital D
Commercial Oven 450
Raw materials 100
Cake boxes 50
Cake boards 50
Logo Prints 5

Total Costs 655

Unit Details
Cost Price 10
Selling Price 15
Profit 5

Sales Prediction per

month
Expected number of
cakes sold 20
Profit from sales 100

1.832061
ROI 069

Based on the table it can be seen that for that it needs almost 2 years
for the business to return its investment.
ASSESSMENT ACTIVITY 7
You have identified three marketing opportunities for your organisation and
the board has asked you for a report which shows how you would describe
and rank these marketing opportunities in terms of their viability and likely
contribution to the business.

1. Briefly describe the organisation and its current markets.

KFC is a fast food chain who prided themselves with their quality chicken.
As one of the leading fast food chain in the country, it has a significant
amount of share in the market, and caters mostly to people who love to
eat fried chicken.

2. Present your report in a table which compares the three opportunities

according to the criteria which show their viability and contribution to
the business.

CRITERIA HOME DELIVERY BBQ CHICKEN COMBO MEALS

It is profitable as
As its a new By targeting a
every delivery
product in a fast new market for
has a certain food chain, it is this one, it is
charges paid by profitable as it also profitable
the customerdoes not need a since we dont
hence even if lot of equipment need to have a
one uses a
in order to make huge start-up
motorcycle to
one. We just capital for this
deliver the food, need a griller for one. We just
VIABILITY
fuel surchargethis one and a need rice and
can still be takenstaff to man it. spaghetti to
from the
As it can complement our
customer hence increase our chicken. By
no loss is made customer base it having this two
by the company. is essentially the as a meal we
same as target usually
increasing our our Asian
profit. market.
CONTRIBUTION We would Increase in sales This is just a new
 experience an revenue marketing
increase in our Increase in our strategy for our
sales because menu current product
we target those Overall profit and also
busy people who may decrease introducing a
dont have the within a few new product for
time to go to our month as we our company. We
locations. incur some will be able to
losses due to increase our
non-movement sales as we
of the product. target new
market segment
for our chain.

ASSESSMENT ACTIVITY 8
Your client has identified a viable marketing opportunity and has asked you
to identify and document changes needed to current operations to take
advantage of this opportunity.

1. Create a brief that you received from your clients, giving background
information on their organisation and describing the opportunity(ie
create a scenario)

Starbucks Australia is one of the leading coffee shops in Australia. It

opened its first store in Sydney CBD in July 2000. To date it has 23 coffee
houses in Sydney, Brisbane, Gold Coast and Melbourne. Starbucks coffee
houses offer more than the finest coffee sourced from across the globe.
Friendly people, great music and a comfortable upbeat meeting place
create the famous Starbucks Experience.
Starbucks Australia wanted to expand our menu on food as we want to
venture on cakes and pastries to complement our coffee and teas.

We want you to identify if there are to be changes in our current

operations for this marketing opportunity.

2. Write your report, showing the criteria you have considered and the
changes required in each area.

CRITERIA CURRENT CHANGES NEEDED

Own production Outsourcing
Staff 1 manager and Additional Hire additional
6 staff for daily pastry chef as staff only after
operation well as a sales revenue
 kitchen hand for increased
him
Premises Located in a Need to look for Current facility
small area in a bigger area in is sufficient
Brisbane CBD order to
accommodate
for cakes and
pastries
production
Equipment Tables and Equipment A small display
Chairs needed for counter for
Coffee Maker cakes and customer to
pastry choose from.
production such
as oven, mixer
and the likes.
Legal Compliant with Still needs to be Still needs to be
Requirements pertinent compliant with compliant with
legislations the regulations the regulations
needed for food
and beverage
business.
Financial Impact Financially Financially not Viable
stable viable since a financially since
huge start-up one just need to
capital is add on from the
needed supplier.

ASSESSMENT ACTIVITY 9
1. What factors does an organisation need to consider to ensure that
organizational changes to service an increased or different customer
base include provisions for continued quality of service to existing
customers?

Staff Performance is the most important factor determining the quality of

customer service. Factors that affect this are:

a. Extra work load if there is a significant increase, it could cause

deterioration in the quality of service, hence one needs to find a new
staff for them to share the workload.
 b. Physical layout the layout of the business premise can affect
customer service.

c. New markets might require adoption of new operational procedures or

adaptation of existing procedures for the quality of service be
maintained.

d. Financial issues such as cash flow likewise affect stability of the

services of staffs to existing customers.

2. Your organisation has increased its market by 50% by targeting a new

suburb and by introducing deliveries to all customers who spend over
$200 in one order. How can they ensure that they will maintain their
current standard of service to their current customers and to their new
ones?

To ensure that they will be able to maintain their current standard of service
to their current customers and to their new ones they just need to hire
additional staffs for the delivery as well as to cater the needs of the
customer for the new suburb. Financially wise, before venturing to this one,
they must first be able to determine if by increasing their market to 50%
would increase their overall profit less the deduction for the increase in staff.
If the organization hasnt even calculated this one, then quality of service
would likely deteriorate.

ASSESSMENT ACTIVITY 10
1. Before an organization enters a new market it need to estimate the
Cost, Time taken to adjust to new resource requirements, Logistics
showing how the change can be implemented and Knock on effects on
other aspects of the organizations business. These resources can be
divided into seven headings. These are the following:

Staff and staff training

Distribution costs

Equipment

Production
 Promotion

Research and Development

Re-tooling

2. Your manufacturing organisation is deciding whether to expand by

introducing a new product to your existing market, or to enter the market
in a new city with your existing products. Compare the estimated
resource requirements for each potential market.

RESOURCES KFC BBQ CHICKEN HOME DELIVERY

REQUIREMENT (New product, SERVICE (New
existing market) market, existing
product)
COST BBQ Griller and staff Motorcycle and its
manning it Driver
TIME Train staff on how to This could be put to use
grill the perfect BBQ immediately once the
chicken for KFC motorcycle arrives and
the driver for it is hired
LOGISTICS This can be It can be implemented
implemented once the anytime the motorcycle
kitchen staff assigned and its driver is with
for the grilling has been the organization
trained
KNOCK ON EFFECT Sales with other Increase brand
chicken products might awareness as
decrease due to the advertisement would
introduction of this kind be sent through every
of chicken; although, time meals are home
this chicken might delivered.
likewise increase the Increase in our
customer base of the customer base as it
organization as it can caters those people
target market that who dont want to
wants to eat healthier leave their home.
food.

ASSESSMENT ACTIVITY 11
1. A key stakeholder is anyone who plays a part in implementing the
change or anyone whose function is affected by the change, and can
include:
a. The Board of Directors should be informed of all changes that
are introduced.
b. Finance staff they must be fully informed as they are the one
responsible for ensuring that the budget is sufficient for the
introduction as well as the ongoing implementation of the
proposed changes.
c. Human Resource staff they should be fully informed of the
proposed changes as they are responsible to ensure that there
are adequate personnel to implement the change and that they
are properly trained.
d. Managers - should only be informed if their departments are
affected by the proposed change.
e. Marketing personnel as they are the one responsible for
identifying and developing new marketing opportunities, thus
they must be kept informed at all times.
f. Owners as they are concerned with the viability of the
organization so they must be advised of all major changes to
operations.
g. Production staff if changes involve producing new products or
changes that require increase production of established products.
h. Supervisors as they are directly responsible for the quantity
and quality of work produced by their sections, they must be
fully briefed on any changes that are planned.

2. Your organization has decided to enter a new market. Draft a memo to

the key stakeholders, describing the new market and show evidence
that it is viable in terms of financial estimates, physical requirements
and its effects on the organizations current markets.

KFC-Australia
MEMO
To: ALL STAFF
From: Marketing Department
Subject: Mushroom Soup as Side dish
The proposal:
We have decided to introduce Mushroom Soup as one of our extras for our
chicken meals
Prices for this are an additional of AUD 1.00 if its added on to the meal or
AUD 2.00 if on ala carte or taken solo.
Benefits:
This is a new market for fast food in Australia as most fast foods dont sell
soup as part of their meal. We could pioneer this market as surveys showed
that people especially during winter months wishes to have a hot soup to
complement their chicken. By being the first to introduce this, we will be
able to gather a huge percentage of the market for its introduction.
Financially, this product is not that costly to produce, we just need to
outsource our container for this one and we just need a boiler for our product
to be cooked on it.
Risks:
Patron for this dish is lower as compared to our sales expectations
In the worst case scenario, the business could absorb the introductory
costs and would look into other products we might introduce in the market
that are likely to be saleable in order to overcome this outcome.
Contact the marketing department for more information.

ASSESSMENT ACTIVITY 12

1. In order for an organization to take advantage of a new marketing

opportunity, one must be able to ensure that all changes are identified
and appropriate plans are to be made to manage them and such changes
must be disseminated to all personnel who need to know about them. The
main areas where changes can be needed are as follows:
Staff
Operations
Premises
Equipment
Legal issues
 Financial issues
Existing market

2. Your organization has committed to developing a new product for its

existing markets and to entering a new market for its existing products.
You have been directed to document the changes needed for one of these
markets. Draft the memo which you would issue in response.

KFC Australia

MEMO
To: ALL STAFF

Subject: Changes needed for the introduction of BBQ Chicken as a new menu

Department Issue Changes

Staff Numbers Needs 2 extra kitchen
staff
Retraining All these Kitchen Staff
should be trained on
how to grill the chicken
into KFC perfection.
Operations Equipment New griller for grilling
the chicken
Procedure New way of cooking
the chicken
Premises Signage We need to add
signage for this one,
we can also do a
promotional special for
a month so that people
would be aware of this
new product that we
introduce.
 ASSESSMENT TASK 2: WRITTEN ASSESSMENT

1. Competition and Consumer Act and jurisdictional fair trading Acts

affects the market in a way that this regulation helps the consumer to
be more aware and knowledgeable about the organizations financial
stability and even their rights and responsibilities. This legislation
covers most areas of marketing between suppliers, wholesalers,
retailers, and consumers. Its purpose is to enhance the welfare of
Australians by promoting fair trading and competition, and through the
provision of consumer protections and broadly covers the product
safety and labelling, unfair market practices, price monitoring, industry
codes, industry regulation like airports, electricity, gas,
telecommunications and mergers and acquisitions. The legislation
empowers not just the consumers but also the organization and protect
them for any possible fraudulent activities that the market could offer.
It also ensures that every entity and individual had given equal
opportunity when it comes to product pricing, quality and ensures
equal competition in the market.

2. For business entities that offer direct marketing, all members of the
Australian Direct Marketing Association (ADMA) administers a code of
practice that they need to abide when conducting direct marketing
campaigns. These are:
must provide accurate information so that you know exactly what is
being offered
shall not make any false or misleading claims
shall not use fictitious or misleading endorsements by other people
shall not quote scientific data unless the claim can be proven
shall provide a full street address where they can be contacted
must provide a seven-day cooling off period for purchases of goods
respect consumer privacy.

3. Market is an actual or nominal place where forces of demand and

supply operate, and where buyers and sellers interact (directly or
through intermediaries) to trade goods, services, or contracts or
instruments, for money or barter. It include mechanisms or means for
determining price of the traded item, communicating the price
information, facilitating deals and transactions, and effecting
distribution. The market for a particular item is made up of existing and
 potential customers who need it and have the ability and willingness to
pay for it.

4. The Competition and Consumer Act and Australian Consumer Law

(ACL) legislation also cover the E-commerce for the online marketing
transactions which means that the same laws is applied for the face to
face and online transactions. The legislation also include the following
guidelines for the online selling:
a clear description of the product
cost details including delivery, insurance and any credit card
charges
information on exchange, refunds and warranty policies
details of when consumers will receive the good or service
the terms and conditions of the agreement
This conditions would protect the consumers for the unacceptable and
misleading products or services. It also ensure the product received
matches its online description as well as meeting safety and quality
standards. Consumers were also protected from spam messages that
was sent without any consent and secures their privacy as the
legislation also covers the Privacy Act of 1988 that ensures consumers
personal information secured.
5. Marketing approach or concept pertains to the fundamental premise of
modern marketing. This concept proposes that in order to satisfy its
organizational objectives, an organization should anticipate the needs
and wants of consumers and satisfy these more effectively than
competitors. It difference to selling is mainly more on persuasion of
the customers to buy the products whether the products really fit their
needs or not. In short, selling focuses on the product itself and how it
will be distributed to the market while marketing approach focuses
more on the customers wants and needs rather than the product.

6. Broad marketing mix is a combination of marketing tools that a

company uses to satisfy their target customers and to achieve
organizational goals in a wider range. It is a set of marketing tools that
the firm uses to pursue its marketing objectives in the target market.
The following are the advantages and disadvantages of broad
marketing mix:
Advantages
Helps in properly identifying key customers their characteristics
personalities and buying behavior
 Flexibility in changing trends helps to spot changes and trends that
impact the tastes and preferences of core customers
Availability of product at the right time to the right customers
Efficient advertising - helps reaching the right customers with the
messages that is more applicable.
Disadvantages
Price promotion is corrosive to brand equity of an organization
It is a short term revenues but may not able to gain profit in the long
run
Decreased value the longer the promotion lasts, more chances of a
decrease in the perceived value of products and services.
Bargain hunters new customers might love the product and services
and began to become permanent customers but might abandon the
organization as soon as the promotion is over and continue to hunt for
bargains.

7. For marketers to ensure that their marketing complies with the anti-
discrimination legislation they must identify their products when it
comes to age, race or ethnicity and gender. I believe every marketer
must always include in the labels of their product the contents,
restrictions and other aspect that might trigger discrimination.

8. Marketing ethics is one of the most complicated part in the

organization as it challenges the companies real goal, to earn money of
provide ethical business processes. Some of the businesses nowadays
ignore business ethics and continue doing business just to aim profit.
 TASK 3: PROJECT

Section 1

You are the marketing manager for an organization. Briefly describe the
organization, its products or services and its current markets. Identify two
opportunities to enter new market, with current or new products and two
opportunities to introduce new products to your current markets.

Kentucky Fried Chicken (KFC) is a fast food restaurant chain that specializes
in fried chicken and is headquartered in Louisville, Kentucky, United States. It
is the world's second largest restaurant chain (as measured by sales) after
McDonald's, with almost 20,000 locations globally in 123 countries and
territories as of December 2015.

KFC landed in Australia in 1968 when the first store was opened in Guildford,
Sydney NSW.Today KFC serves 2 million customers every week (that's a lot of
chicken) through over 600 stores across Australia. This makes KFC one of the
largest fast food chains in the country.
The two products to be introduced are Chicken BBQ and KFC toys. While the
other opportunities which are the new market for the current products are
introducing home deliveries and by opening small kiosks or take out
counters.

Analyze and document these opportunities in terms of:

their potential contribution to your organizations business

their fit with your organizations goals and capabilities
likely impact on your current business and customers
external influences on the financial viability of each opportunity
probable return on investment
changes needed to current operations
changes needed to maintain current quality of customer service
resources required to make the necessary changes

Communicate your findings and recommendations to the key stakeholders in

your organization.

FACTOR BBQ Chicken Chicken with Home Take Out

pasta/rice Deliveries Counters
meals
Potential increase increase Increase Increase
contributi revenue revenue revenue revenue
on create more increase Increase Increase
variants/co capital market market
mbos increase share segment
increase customers because Increase
customer satisfactio customers market
base n can just share as it
increase call at caters to
customer home for those who
base their are on the
orders to go
be It would
delivered increase
Increase brand
brand awarenes
awareness s.
Fit and This fit This fits This would It could fit
current perfectly on perfectly fit with our our goals
goals and our market with our product as as well as
capabilitie we just goal and we just our
s need to add capabilitie need capabilitie
on a griller s additional s. We just
for our staff for need
chicken to the another
be deliveries small
barbecued. but ROI space or
could be kiosk for
earned one to sell
faster our
because chicken.
we could Since it is
cater even all take
to those in out we
their own just need
homes and 1-2 crews
not just to get the
those on job done.
our
specific
area.
Impact on increase in Increase Increase Increase
current the number our brand brand
business of variants selections awareness awarenes
and for the Increase Costly s since
customer customers our since we these are
s to choose revenue need to just small
Additional Increase have a kiosks
staff is market motorcycle that we
needed in segment or van for could
case there Improve this one scatter all
would be an market and it over
increase in share needs Brisbane
orders for registratio area
this kind of n and making
chicken insurance our
especially as well as product
during petrol known to
lunch time. them.
We could
do
franchisin
g in this
case so
that we
 wont
need
additional
investmen
t

External Start-up and Start-up and Start-up Legislatio

influences ongoing cost is ongoing cost capital and its n with
minimal is minimal ongoing cost regards to
is costly but franchisin
this would be g
treated as an Franchisin
advertisemen g contract
t as every with the
meal main
delivered branch
equals
advertisemen
t to the
customer
Probable Within 1 year Within a year Within 5 Within 10
ROI of operation of years of its years of
implementati implementati construction
on on
Changes New New Staff to staff for
to current equipment equipment man the the take
operation for grilling for rice phone out
s Additional and pasta Delivery counter
staff to man Additional man Delivery
it work for Motorcycle man from
Promote the the staff or Van for the
product Additional delivery branch to
when the staff for Prompt other
customer is the new delivery of takeout
still thinking work orders counters
of what he Advertisin Delivery
wants g the new truck
product Equipmen
through t needed
signage for the
establish
ment of
the new
take out
counters
Changes New New Staff to Sufficient
needed to equipment equipment man the staff to
maintain for grilling for rice phone for man the
customer Additional and pasta orders takeout
services staff to man Additional Prompt counters
it staff for delivery Staff
the new once shifting
work orders are should be
given done in
terms of
the
availabilit
y of the
staffs

Resources New New Motorcycle Additional

equipment equipment Driver of 6
Additional for rice Cash flow staffs per
staff and pasta should be takeout
Signage for Additional sufficient counter
advertisem work for Drivers establishe
ent the staff should d
Additional follow road Delivery
staff for safety truck in
the new procedure order for
work during the food
delivery from the
Drivers main
should branch be
have delivered
licenses to the
for take out
motorcycle counters

Section 2

Choose an industry and give detailed explanations of the legislation and

codes of ethics which apply to its marketing activities. Present your findings
as a report which lists all the sources of your information.

Food and Beverage Industry

Queensland's food and beverage industry ranges from producers of fresh,
natural and organic products to producers of manufactured foods, such as
ready-made meals, confectionery, additives and nutritional supplements.

The industry has attracted businesses of all sizes, thanks to Queensland's

environment, skilled workforce, transport infrastructure and close distance to
Asia-Pacific export markets.

Key business areas include:

food processing - including flour mills, canneries, packers, bakers,

airline catering and pre-prepared meals
beverage manufacturing - including breweries, wine production and
non-alcoholic drinks such as sports drinks
retail and hospitality - including supermarkets and convenience
stores, grocers, delicatessens, restaurants, hotels, takeaways and cafes,
catering for private functions, regular markets and stalls and retail bakeries
health and community services - including hospitals, childcare
centers, nursing homes, hostels, meals on wheels and catering
transport and distribution - including warehouses, bulk food
distribution centers, and dedicated transport and logistics centers.

The industry is supported by animal and plant produce from Queensland's

extensive agriculture industry, including beef, seafood, grains, fruit and
vegetables.

Queensland's biotechnology industry further supports the food and beverage

industry by growing and manufacturing foods with enhanced nutritional and
health benefits - these help to promote a better quality of life and longer life
expectancy. ( https://www.business.qld.gov.au/industry/food/food-and-
beverage/overview)

Food safety regulations apply to each stage of food and beverage production,
from processing and manufacture to distribution.

Food safety standards outlined by Food Standards Australia New Zealand

(FSANZ)apply to every business involved in the handling of food for sale, or
the sale of food, in Australia. The only exception is businesses involved solely
in primary production that do not process their products or sell them directly
to the public.

Queensland Health has overall responsibility for food safety in Queensland,

including food safety for restaurants and food retailers, and issues with food
labelling and food tampering issues.

Safe Food Production Queensland manages the operational aspects of food

safety through industry-based food safety schemes for meat, dairy products,
seafood and eggs.

As a food and beverage business owner, one must familiarize these laws:

Queensland food safety legislation, including the Food Act 2006, the
Food Regulation 2006, the Food Production (Safety) Act 2000 and the Food
Production (Safety) Regulation 2014.
food safety regulations from your local government, including training
requirements and ratings systems
liquor licensing, which applies to businesses selling or supplying liquor
Australian wine laws, which apply to wine producers and distributors.
(https://www.business.qld.gov.au/industry/food/food-and-beverage/food-
beverage-regulations)

You will need to demonstrate in both assessments:

Culturally appropriate communication skills to relate to people from
diverse backgrounds a with diverse abilities
Literacy skills to identify and interpret market information, to write in a
range of styles for audiences and to document outcomes and
requirements
Numeracy skills to calculate and evaluate financial information on new
marketing options
Research and evaluation skills to gain information on and interpret
market trends to identify marketing opportunities

Students for assessment must demonstrate, at the required qualification

level:

Research and analyze information to identify marketing opportunities

Investigate marketing opportunities

 Evaluate the required changes and their impact on current operations

Documenting current business operations, modifications, and resources

needed to take a of identified opportunities

Culturally appropriate communication skills

Literacy skills necessary to understand market information

Numeracy skills to calculate and evaluate financial information,

forecasting and operational

An understanding of legislation and its impact on business operations

Understanding of marketing plans and market mix

BIBLIOGRAPHY

https://abhishekkatiyar.wordpress.com/2005/07/21/sources-of-new-ideas-for-
entrepreneurs-2/
http://smallbusiness.chron.com/new-marketing-ideas-existing-products-
61272.html
http://digitalbusiness.gov.au/2015/03/12/e-commerce-and-the-law/
https://en.wikipedia.org/wiki/Marketing
http://www.marketing91.com/selling-and-marketing/
https://www.papersbureau.com/the-advantages-and-disadvantages-of-a-
broad-marketing-mix-to-an-organization/
https://en.wikipedia.org/wiki/Marketing_mix
http://www.coffeeclub.com.au/
https://en.wikipedia.org/wiki/KFC

https://www.business.qld.gov.au/industry/food/food-and-beverage/overview
https://www.business.qld.gov.au/industry/food/food-and-beverage/food-
beverage-regulations

https://www.kfc.com.au/kfc-australia.aspx