Assessment description
Using the same organisation selected for Assessment Task 1, you will draft a report in which you analyse qualitative data to:
- determine the success of marketing activities
- identify over- and under-performing products and services to be considered for redevelopment or withdrawal
- use forecasting techniques to identify existing and emerging market needs.
The draft report you create for this Assessment Task should complement the analysis undertaken in Assessment Task 1. You will then perform more analysis and present a final report in Assessment Task 3.
Procedure/Instructions
1. Review the marketing plan strategies and objectives of your selected organisation.
2. Gather and analyse performance data from all areas of the business to determine the success (or otherwise) of marketing activities.
3. Discuss the performance of products and list over-performing and under-performing products and services. Using the data available, recommend redevelopment or withdrawal of any over-performing and under-performing products where appropriate.
4. Utilise forecasting techniques to analyse the market data to identify existing and emerging market needs. Forecasting techniques may include:
a. Delphi techniques
b. model building
c. projection
d. scenario planning
e. surveys of intentions
f. top-down or bottom-up forecasting
5. Document your qualitative analysis from steps 1-4 in your draft report from Assessment Task 1.
6. Submit the required documents for assessment as per the specifications below. Be sure to keep a copy for your records.
Assessor will provide further instructions in class room on completing assessment tasks which will clearly outline all requirements in more detail and simplistic way according to your understanding level. You may also request your trainer for additional information and may seek help with summarising of all instructions.
You must submit:
- a second draft of your report with additional content added as per the procedure.
Your assessor will be looking for:
- visual presentation of relevant data
- reading skills to research, evaluate, analyse and interpret market information from a range of sources
- writing skills to prepare reports containing complex ideas and concepts
- numeracy skills to:
? collect, organise and analyse data to draw conclusions and forecast trends and probability
? use specialised statistical analysis techniques
- technology skills to enter and analyse data and to visually present information
- knowledge of internal and external sources of information relevant to market trends.
Attachment:- Appendix-1.rar