Elements and Performance Criteria

RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Marketing objectives and strategies may include:
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
distribution
pricing, presentation and display of products/services
product design and packaging
product range and mix
promotion and advertising
pursuing cost leadership and/or product differentiation within a specialist market segment
Relevant people may include:
accountant or other specialist services
family members, work team members, sub-contractors, community members
franchise agency
financial backers, clients
owner/operator, partners, directors, shareholders
regulatory bodies
trade or industry associations
Distribution channels may include:
dealer, re-seller, franchisee
distributor, delivery service, mail order, telesales
self-access, wholesale, retail
Levels of customer service may include:
after sales service
one-on-one personal service
sales assistance for problems/queries only
Marketing mix may include:
distribution
level of service
pricing
promotion
quality, range
safety features
technical features, design
Promotional activities may include:
advertising in national, suburban or local newspapers
advertising on radio or television
canvassing
development of networks and strategic alliances
display posters
exhibitions, in-store promotions
involvement in community projects
mail drops
professional/industry journals
sponsorship
staff development programs to enhance customer service orientation
website
word of mouth, referral, testimonials
Performance gaps may include:
over achievement of performance targets
under achievement of performance targets
Customer reaction may be determined through:
customer meetings, focus groups
identification of new business opportunities
informal discussion
sales to contact ratio
survey/other feedback mechanisms
trend analysis

EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
developing a marketing strategy and choosing a marketing mix for the small business that are culturally appropriate and that complement the business plan
implementing and monitoring the marketing strategy/plan to optimise the chances of small business success
knowledge of relevant marketing concepts and methods.
Context of and specific resources for assessment
Assessment must ensure:
access to relevant documentation
candidate's individual circumstances and work in the context of running a small business, are the basis for assessment.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
portfolio of evidence including marketing strategy and monitoring of marketing performance
oral or written questioning to assess knowledge of industry market trends
review of analysis of performance gaps and corrective action taken or new targets set
review of promotional activities implemented.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBSMB404A Undertake small business planning.