BSBSMB403A

Market the small business

Learner Workbook
 P a g e |2

Table of Contents

.................................................................................................................................................... 1
Table of Contents ......................................................................................................................... 2
Candidate Details ......................................................................................................................... 3
Assessment BSBSMB403A Market the small business ................................................................ 3
Competency Record to be completed by Assessor ........................................................................ 4
Activity 1a........................................................................................................................................ 5
Activity 1b ....................................................................................................................................... 6
Activity 1c ........................................................................................................................................ 9
Activity 1d ..................................................................................................................................... 11
Activity 1e ..................................................................................................................................... 14
Activity 2a...................................................................................................................................... 16
Activity 2b ..................................................................................................................................... 17
Activity 2c ...................................................................................................................................... 19
Activity 3a...................................................................................................................................... 21
Activity 3b ..................................................................................................................................... 23
Activity 4a...................................................................................................................................... 25
Activity 4b ..................................................................................................................................... 26
Activity 4c ...................................................................................................................................... 28
 P a g e |3

Candidate Details

Assessment BSBSMB403A Market the small business

Please complete the following activities and hand in to your trainer for marking. This forms part of
your assessment for BSBSMB403A Market the small business.

Name: _____________________________________________________________

Address: _____________________________________________________________

_____________________________________________________________

Email: _____________________________________________________________

Employer: _____________________________________________________________

Declaration

I declare that no part of this assessment has been copied from another persons work with the
exception of where I have listed or referenced documents or work and that no part of this
assessment has been written for me by another person.

Signed: ____________________________________________________________

Date: ____________________________________________________________

If activities have been completed as part of a small group or in pairs, details of the learners involved
should be provided below;

This activity workbook has been completed by the following persons and we acknowledge that it
was a fair team effort where everyone contributed equally to the work completed. We declare that
no part of this assessment has been copied from another persons work with the exception of where
we have listed or referenced documents or work and that no part of this assessment has been
written for us by another person.

Learner 1: ____________________________________________________________

Signed: ____________________________________________________________

Learner 2: ____________________________________________________________

Signed: ____________________________________________________________

Learner 3: ____________________________________________________________

Signed: ____________________________________________________________
 P a g e |4

Competency Record to be completed by Assessor

Learner Name: _______________________________________________________

Date of Assessment: _______________________________________________________

The learner has been assessed as competent in the elements and performance criteria and the
evidence has been presented as;

Assessor Initials

Authentic

Valid

Reliable

Current

Sufficient

Learner is deemed: COMPETENT NOT YET COMPETENT (Please circle)

If not yet competent, date for re-assessment: ____________________________________

Comments from Trainer / Assessor:

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

Assessor Signature: ________________________________________________________

 P a g e |5

Activities
Activity 1a
Estimated Time 30 minutes

Objective 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

Activity Either in groups or the full class, as directed by the instructor, discuss these
eight (8) small business examples and identify the key products and services for
each with the view of determining what you think would be the focus of
marketing activities.

This Activity Assumes There Is A Marketing Plan In Place!

# COMMENTS: Focus on marketing activities

8
 P a g e |6

Activity 1b
Estimated Time 20 minutes

Objective 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

Activity Consider some of these marketing strategies drawn from industry experts

In order to best target the needs of each buyer segment it better serves the
organisation to de-centralise the marketing plans
Advantages / Disadvantages

Strategy can get left behind and having the right people with the right skills is
compromised for the sake of targeting
Advantages / Disadvantages
 P a g e |7

I believe the best ideas are born from first understanding the right problem to
solve and then having the courage required to go against the status quo and
take a different approach.
Advantages / Disadvantages

By focusing on results, you can stop spending time executing, or planning

throughout the year, and spend your efforts optimising your marketing
programs around the elements that are producing the best results
Advantages / Disadvantages
 P a g e |8

By moving to a strategic and integrated marketing plan, the elimination of

waste alone can remove tremendous amounts of inefficiency
Advantages / Disadvantages
 P a g e |9

Activity 1c
Estimated Time 20 minutes

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

Activity How would you approach these options and what do you consider are the
advantages and disadvantages?

Watching key competitors marketing efforts and copying them

Advantages Disadvantages

Talking to key trade buyers about new product introductions

Advantages Disadvantages
 P a g e | 10

Conducting needs analysis from qualitative research with individuals and

groups

Advantages Disadvantages
 P a g e | 11

Activity 1d
Estimated Time 20 minutes

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

Activity Explain how these OBJECTIVES fit within your evaluation of segmented markets
and your customer base and target markets.

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
 P a g e | 12

Distribution

Pricing, presentation and display of products/services

Product design and packaging

Product range and mix

 P a g e | 13

Promotion and advertising

Pursuing cost leadership and/or product differentiation within a specialist

market segment
 P a g e | 14

Activity 1e
Estimated Time 30 minutes

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

Activity
Some objectives and strategies What cultural and ethical appropriateness
used... should be observed here?

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

Demographic bases, including

age, family size, life cycle,
occupation
 P a g e | 15

Geographic bases such as states,

regions, countries

Behaviour bases, such as

product knowledge, usage,
attitudes, responses

Psychographic bases lifestyle,

values, personality

Use as much space as needed

 P a g e | 16

Activity 2a
Estimated Time 30 minutes

Objective Balance product mix, volumes and pricing to optimise sales and profit

Activity Taking into account the examples in your learner guide of balancing your
product mix, volumes and pricing, relate these additional sales optimisation
suggestions to how they would INTERRELATE.

#1: Product
#2: Price
#3: Place
#4: Promotion
Do they interrelate or stand alone? Why?

Product Price Place Promotion

Marketing &
Advertising

Customers /
CUSTOMER
SERVICE

Employees

Define your
target audience

Technology
needed to

optimise sales
performance

Support systems

Accountability

Training
/improving your
sales team
capabilities
 P a g e | 17

Activity 2b
Estimated Time 30 minutes

Objective 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

Activity Evaluate the costs and benefits of using different distribution channels and/or
providing different levels of customer service. Assume you are using the
following distribution methods, provide your assessment on costs and benefits
PLUS customer service levels to your small business or it that option is not
possible, consult with the instructor to use a hypothetical small business
evaluation.

Costs Benefits Customer service

Direct sales

Original
equipment
manufacturer
sales

Brokers
 P a g e | 18

Independent
stores

Direct mail

Wholesaler

Use as much space as needed

 P a g e | 19

Activity 2c
Estimated Time 20 minutes

Objective Determine promotional activities to suit the target market

Consider customer needs and preferences in determining the marketing mix
Determine the marketing mix according to market and business needs
Activity Discuss the following issues relating to customer needs and preferences in
determining the marketing mix

Asking questions to uncover your customer's needs and wants

How to go about doing this?

Identify unique features

or benefits of your
products

Establish your customer

requirements for the
product
 P a g e | 20

Identify product pricing

criteria
 P a g e | 21

Activity 3a
Estimated Time 20 minutes

Objective Implement marketing strategies

Activity

Schedule informal Meet one on Meet in Sharpen your

communication one groups message

Add your own comments

 P a g e | 22

Recognise good Prepare Understand unspoken Follow Take

work for signals. Body up input
meetings language, for example seriously

Add your own comments

 P a g e | 23

Activity 3b
Estimated Time 20 minutes

Objective Implement marketing strategies

Activity Select a PROMOTIONAL ACTIVITY and suggest its benefits in accordance with
marketing objectives and budgetary requirements that you decide are
necessary. You can select from the list provided in the notes or another of your
choice.

My Promotional Activity

Promotional Activity
Purpose and Objective Instructors Notes

Examples:

Build Awareness

Create Interest

Provide Information

Stimulate Demand

Benefits in accordance with

marketing objectives
 P a g e | 24

Budget considerations

Key Message
 P a g e | 25

Activity 4a
Estimated Time 30 minutes

Objective Monitor marketing activities and evaluate business performance according to

the objectives and targets of the business plan

Activity In your own words, describe FIVE (5) Key Performance Indicators for monitoring
marketing activities and evaluating business performance for a marketing plan.

Use as much space as needed.

 P a g e | 26

Activity 4b
Estimated Time 20 minutes

Objective Analyse performance gaps and take corrective action or set new targets

Encourage all relevant people to propose ways to improve marketing

performance

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

Activity Using the information in the notes on this element, discuss in groups of three (3)
or as directed by the instructor, your views on each of the following suggested
range statements:

Seek and analyse customer reaction

Suggested Process Your Comments

Customer
Meetings

Focus Groups
 P a g e | 27

Informal
Discussion

Survey

Trend Analysis
 P a g e | 28

Activity 4c
Estimated Time 20 minutes

Objective Conduct ongoing research of customer requirements to identify opportunities

for change and improvement

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

Activity Positives and Negatives related to change

Change Positives Change Negatives
New opportunities to grow Stress and uncertainty

Changing people and situations

1. Have you tried to change something or someone in your organisation before?

2. Was it successful? YES/NO

YES: NO:

Why?
 P a g e | 29

What factors do YOU think determine change success or failure?

What skills do YOU think are necessary for instituting change?