Expert answer:This is a diploma level assessment, academic writing is not necessary. No textbook need, all these simple questions can find the answers or solution on google. All related material have been uploaded.Work require: task 2 and task 3 of the assessment, answer question by question, task by task. Address question number when answer.The business address that addressed in assessment should be http://australianhardware.simulations.learn.com.auI have also uploaded some support material that you can use.No words limit, as long as it can answer the question simply and clearly.Try to use the reference from Australia.Thank you for your help.
6_bsbmkg607_at_2_____case_study_information_v1.0.pdf
assessment_task_2.pdf
assessment_task_3.pdf
6_assessment_appendix_2__assessment_task_2__part_2__contract.pdf
6_assessment_appendix_1__assessment_task_2__part_2___external_consultant_approval_form.pdf
Unformatted Attachment Preview
BSBMKG607 Manage market research
BSB60215 Advanced Diploma of Business
Information for students for Assessment Task 2 – Case
Study
Assessment Task 2 – Case Study
Instructions for
completion
•
•
You are required to read the case study provided and answer all tasks that follow
Assessment requirements are required to be typed and converted into a PDF and
uploaded through Moodle by the due date.
•
Marketing Plans and additional organisational documentation can be from the
following site: http://simulations.ibsa.org.au/australian_hardware/secure/documents.php
Use of correct grammar and spelling is required to demonstrate foundational skills
Use of APA referencing must be used where original sources other than your own
have been used – to avoid plagiarism
•
•
DUE DATE
•
The trainer/assessor will inform you of the due date
Read the following case study and complete the required marketing report that follows
You can access Australian Hardware’s Organisational Documents (including marketing plan) by going to the
following website address:
http://simulations.ibsa.org.au/australian_hardware/secure/documents.php
You are the marketing manager for a 138 hardware store chain called Australian Hardware. As part of
the strategic plans of the business, the board want to broaden the store offer by including new lighting
fixtures in the assortment mix. The board identified the need to carry out market research to determine
the market feasibility of adding the lighting fixtures category to Australian Hardware’s assortment. The
board have requested that this work be undertaken by a specialist market research firm with extensive
knowledge of the target market and who can undertake a wide variety of research methods and
complete the process in a timely manner.
The CEO has asked you to manage the entire market research process for the board. You are asked to
liaise with the general manager of store operations and the group buying manager. Initially you are
required to develop the guidelines for conducting the market research which must adhere with
Australian Hardware’s policies and procedures. The scope of research to be undertaken encompasses
the Australia’s major capital cities.
The CEO explained that the market research report together with your summary must be ready to be
BSBMKG607–Case Study Information
Version 1.0 – May 2016
Southern Cross Education Institute
1
presented to the board in 8 weeks’ time. You have been allocated a budget for the project of $13,000 to
cover external consultants and associated external material costs. You are required to stay within this
budget. Australian Hardware’s policy and procedures requires that you submit a Resource Usage
application for all resources required in the project both internal and external.
Your marketing team consists of Tony (search engine optimisation and website maintenance), Marie
(advertising and public relations) and Joanne an administration officer. You have asked Tony to take
responsibility for the operational aspects of the project and estimate that it will take up 50% of his time
over the next 11 weeks. Joanne will also be involved for about 20% of her time in attending to
administration matters. You estimate that you will need to allocate 30% of your time to manage the
overall project.
The CEO meets with you and your team to discuss the plans. The CEO explained that it is Australian
Hardware’s policy to always engage external consultants when deciding on major category changes
because it provided some objectivity to the decision making process.
The three preferred consultants are:
1. Acworth Accounting: 27 Pitt Street, Hawthorne QLD, who prepared the business plan for Australian
Hardware but who don’t have specialist market research staff
2. Lombard Consulting: 78 Queen Street, Brisbane QLD, who are a local specialist market research firm
based in Brisbane specialising in home accessory products and markets.
3. Holt & Burrows: 58 Lonsdale Street, Melbourne Vic, a national marketing firm based in Melbourne
who consult on all issues relating to branding and marketing for all industries. They specialise in
fashion, cosmetics and consumables.
The CEO explained that there was extensive information available in the company archives concerning
customer feedback and surveys that has been collected by the stores over the past few years. This could
prove useful in the research. The CEO also explained that you would need to have a member from head
office do the information extraction work and could take up to 20 hours to complete.
For this task, you have been asked to undertake and manage relevant market research and complete a
report based on your market research and present it to the board at Australian Hardware (your assessor
and classmates). To do this task successfully, you will need to complete the following three main areas:
A. Prepare market research plans for implementation
B. Engage external consultants or service providers
C. Manage market research activity
Part 1 – Prepare market research plans for implementation
You are required to prepare a market research plan for the new lighting fixtures. In the research plan,
1. Define the research objectives of the project – this should include the following headings:
Purpose, Scope, Objectives, Milestones and timelines, key stakeholders, issues and barriers, budget,
monitoring and reporting.
BSBMKG607–Case Study Information
Version 1.0 – May 2016
Southern Cross Education Institute
2
2. Develop guidelines reflecting organisational policy and procedures to be used for conducting
research. These guidelines for research must provide information and guidance under the following
headings:
o OHS (WHS)
o Data privacy
o Staff involvement
o KPIs
o Quality of data
3. Specify goods and services required to implement plans, and detail criteria for selection
4. Discuss the principles and practices of market research that you intend to use in this project. The
principles must include:
o Data processing methods and data analysis techniques you intend to use
o Project design to meet budget and other resource constraints
o Approach to use qualitative and/ or quantitative research
o Development and application of hypotheses
o Use of survey instruments
o Economic, social and industry directions as well as trends and practices of the industry.
o Key provisions of relevant legislation that affects this market research project
This research plan will be handed over to the CEO (assessor) as well as the consultant who you intend to
engage to conduct the market research activities.
Part 2 – Engage external consultants or service providers
1. You are required to choose one of the three consultants from the scenario to represent your Hardware
company. You must clarify the reason why you chose this particular consultant. Once you have chosen the
consultant, you are required to complete the external consultant approval form (appendix 1) and submit
this to management for approval (your assessor).
2. You are then required to send an email to the external consultant outlining requirements for the job and
the services you require to be conducted. Attach the research plan in your email to the successful
contractor.
*The email address of your chosen consultant can be made up, but you must ensure that you include your
assessor into the email.
3. Once you have chosen the external consultant, you are required to contract and manage the consultant
to complete research for your organisation, and monitor work activities in regard to the research project.
You need to meet with a consultant and complete a drawn up contract (appendix 2) to secure their services
for the required research activities.
Part 3 – Manage market research activity
1. As the marketing manager at Australian Hardware, you are required monitor, manage and report on
BSBMKG607–Case Study Information
Version 1.0 – May 2016
Southern Cross Education Institute
3
work activities, to ensure that the research project remains in alignment with the research plan. Senior
management at Australian Hardware have asked you to provide them with an up to date report on how the
project is progressing. Refer to the scenario details below and create a short report for senior manager
(approximately a page in length). In your report, also remember to include any recommendations for future
endeavours.
Scenario: Market Research Progress
The following activities occurred during the market research project.
•
The phases Definition/Scope and Consultant/Supplier Selection were completed by the 2nd week
of the project. 5% complete
•
Develop market research Information needs questionnaire – on time
•
Document information needs – one week late – 10% complete
•
Identify information to be gathered in research – one week late
•
Identify source of Information – one week late – 15% complete
•
Consultant requests Australian Hardware purchase all research materials – You approve
everything except for the Australian Chambers of Commerce, Australia wide surveys costing
$1,450
•
Identify research participant – on time
•
Identify research technique – one week late
•
Identify timing requirements and budget – two week late – 30% complete
•
Consultant requests more time – You do not grant It.
•
Primary Market Research including customer surveys, focus groups and interviews with
Australian Hardware staff/managers and customers. – Completed on time except for interviews
with all Australian Hardware managers and group buyer – 50% complete
•
Consultant report difficulty working with store managers
•
Secondary Market Research including the materials provided by Australian Hardware.Consultant requested Internal customer data be taken off-site – You do not grant It – Completed on
time – 70% complete
•
Document research findings – on time
•
Develop research report – two days late – 100% complete.
What to submit for assessment
At the end of this assessment, you are required to submit the following:
• A market research plan that includes the required evidence to address Part A (1 to 4)
• Completion of the external consultant approval form (appendix 1) to assist with Part B
• Complete a drawn up external consultant contract (appendix 2) to assist with Part B
• A copy of the email sent to the (virtual) external consultant (Part B)
• A report on the management and progress of your market research project (Part C)
BSBMKG607–Case Study Information
Version 1.0 – May 2016
Southern Cross Education Institute
4
BSBMKG607 Manage market research
BSB60215 Advanced Diploma of Business
Information for students for Assessment Task 2 – Case
Study
Assessment Task 2 – Case Study
Instructions for
completion
•
•
You are required to read the case study provided and answer all tasks that follow
Assessment requirements are required to be typed and converted into a PDF and
uploaded through Moodle by the due date.
•
Marketing Plans and additional organisational documentation can be from the
following site: http://simulations.ibsa.org.au/australian_hardware/secure/documents.php
Use of correct grammar and spelling is required to demonstrate foundational skills
Use of APA referencing must be used where original sources other than your own
have been used – to avoid plagiarism
•
•
DUE DATE
•
The trainer/assessor will inform you of the due date
Read the following case study and complete the required marketing report that follows
You can access Australian Hardware’s Organisational Documents (including marketing plan) by going to the
following website address:
http://simulations.ibsa.org.au/australian_hardware/secure/documents.php
You are the marketing manager for a 138 hardware store chain called Australian Hardware. As part of
the strategic plans of the business, the board want to broaden the store offer by including new lighting
fixtures in the assortment mix. The board identified the need to carry out market research to determine
the market feasibility of adding the lighting fixtures category to Australian Hardware’s assortment. The
board have requested that this work be undertaken by a specialist market research firm with extensive
knowledge of the target market and who can undertake a wide variety of research methods and
complete the process in a timely manner.
The CEO has asked you to manage the entire market research process for the board. You are asked to
liaise with the general manager of store operations and the group buying manager. Initially you are
required to develop the guidelines for conducting the market research which must adhere with
Australian Hardware’s policies and procedures. The scope of research to be undertaken encompasses
the Australia’s major capital cities.
The CEO explained that the market research report together with your summary must be ready to be
BSBMKG607–Case Study Information
Version 1.0 – May 2016
Southern Cross Education Institute
1
presented to the board in 8 weeks’ time. You have been allocated a budget for the project of $13,000 to
cover external consultants and associated external material costs. You are required to stay within this
budget. Australian Hardware’s policy and procedures requires that you submit a Resource Usage
application for all resources required in the project both internal and external.
Your marketing team consists of Tony (search engine optimisation and website maintenance), Marie
(advertising and public relations) and Joanne an administration officer. You have asked Tony to take
responsibility for the operational aspects of the project and estimate that it will take up 50% of his time
over the next 11 weeks. Joanne will also be involved for about 20% of her time in attending to
administration matters. You estimate that you will need to allocate 30% of your time to manage the
overall project.
The CEO meets with you and your team to discuss the plans. The CEO explained that it is Australian
Hardware’s policy to always engage external consultants when deciding on major category changes
because it provided some objectivity to the decision making process.
The three preferred consultants are:
1. Acworth Accounting: 27 Pitt Street, Hawthorne QLD, who prepared the business plan for Australian
Hardware but who don’t have specialist market research staff
2. Lombard Consulting: 78 Queen Street, Brisbane QLD, who are a local specialist market research firm
based in Brisbane specialising in home accessory products and markets.
3. Holt & Burrows: 58 Lonsdale Street, Melbourne Vic, a national marketing firm based in Melbourne
who consult on all issues relating to branding and marketing for all industries. They specialise in
fashion, cosmetics and consumables.
The CEO explained that there was extensive information available in the company archives concerning
customer feedback and surveys that has been collected by the stores over the past few years. This could
prove useful in the research. The CEO also explained that you would need to have a member from head
office do the information extraction work and could take up to 20 hours to complete.
For this task, you have been asked to undertake and manage relevant market research and complete a
report based on your market research and present it to the board at Australian Hardware (your assessor
and classmates). To do this task successfully, you will need to complete the following three main areas:
A. Prepare market research plans for implementation
B. Engage external consultants or service providers
C. Manage market research activity
Part 1 – Prepare market research plans for implementation
You are required to prepare a market research plan for the new lighting fixtures. In the research plan,
1. Define the research objectives of the project – this should include the following headings:
Purpose, Scope, Objectives, Milestones and timelines, key stakeholders, issues and barriers, budget,
monitoring and reporting.
BSBMKG607–Case Study Information
Version 1.0 – May 2016
Southern Cross Education Institute
2
2. Develop guidelines reflecting organisational policy and procedures to be used for conducting
research. These guidelines for research must provide information and guidance under the following
headings:
o OHS (WHS)
o Data privacy
o Staff involvement
o KPIs
o Quality of data
3. Specify goods and services required to implement plans, and detail criteria for selection
4. Discuss the principles and practices of market research that you intend to use in this project. The
principles must include:
o Data processing methods and data analysis techniques you intend to use
o Project design to meet budget and other resource constraints
o Approach to use qualitative and/ or quantitative research
o Development and application of hypotheses
o Use of survey instruments
o Economic, social and industry directions as well as trends and practices of the industry.
o Key provisions of relevant legislation that affects this market research project
This research plan will be handed over to the CEO (assessor) as well as the consultant who you intend to
engage to conduct the market research activities.
Part 2 – Engage external consultants or service providers
1. You are required to choose one of the three consultants from the scenario to represent your Hardware
company. You must clarify the reason why you chose this particular consultant. Once you have chosen the
consultant, you are required to complete the external consultant approval form (appendix 1) and submit
this to management for approval (your assessor).
2. You are then required to send an email to the external consultant outlining requirements for the job and
the services you require to be conducted. Attach the research plan in your email to the successful
contractor.
*The email address of your chosen consultant can be made up, but you must ensure that you include your
assessor into the email.
3. Once you have chosen the external consultant, you are required to contract and manage the consultant
to complete research for your organisation, and monitor work activities in regard to the research project.
You need to meet with a consultant and complete a drawn up contract (appendix 2) to secure their services
for the required research activities.
Part 3 – Manage market research activity
1. As the marketing manager at Australian Hardware, you are required monitor, manage and report on
BSBMKG607–Case Study Information
Version 1.0 – May 2016
Southern Cross Education Institute
3
work activities, to ensure that the research project remains in alignment with the research plan. Senior
management at Australian Hardware have asked you to provide them with an up to date report on how the
project is progressing. Refer to the scenario details below and create a short report for senior manager
(approximately a page in length). In your report, also remember to include any recommendations for future
endeavours.
Scenario: Market Research Progress
The following activities occurred during the market research project.
•
The phases Definition/Scope and Consultant/Supplier Selection were completed by the 2nd week
of the project. 5% complete
•
Develop market research Information needs questionnaire – on time
•
Document information needs – one week late – 10% complete
•
Identify information to be gathered in research – one week late
•
Identify source of Information – one week late – 15% complete
•
Consultant requests Australian Hardware purchase all research materials – You approve
everything except for the Australian Chambers of Commerce, Australia wide surveys costing
$1,450
•
Identify research participant – on time
•
Identify research technique – one week late
•
Identify timing requirements and budget – two week late – 30% complete
•
Consultant requests more time – You do not grant It.
•
Primary Market Research including customer sur …
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