Release

Comments

Release 1

This version released with AHC Agriculture, Horticulture, Conservation and Land Management Training Package Version 4.0.

Elements

Performance Criteria

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Analyse market information

1.1 Identify, research and analyse existing or new markets for existing or new products or services, using techniques to ensure reliable data

1.2 Analyse past trends and developments to determine market variability and associated risks

1.3 Identify and evaluate competing products and determine strengths and weaknesses of own products

1.4 Monitor market environment to ensure information is current and reliable

1.5 Identify the legal, ethical and environmental constraints of the markets and their effect on the enterprise

1.6 Identify product specifications that suit market requirements and price advantage at the time

1.7 Present clear and concise information to the enterprise management team

2. Identify and evaluate factors to include in a marketing plan

2.1 Identify and evaluate production processes to ensure required product specifications are met

2.2 Identify and assess alternative selling strategies and techniques to identify marketing targets and methods

2.3 Identify and assess distribution channels and their role in marketing strategies

2.4 Incorporate suitable advice of marketing professionals in marketing plan

3. Develop a marketing plan for products and services

3.1 Establish marketing objectives based on current and potential product specifications

3.2 Establish appropriate production processes to ensure product specifications are met

3.3 Select selling strategies to ensure required prices are achieved

3.4 Determine appropriate distribution channel options to ensure access to target markets is achieved efficiently and appropriately

3.5 Establish time-frames for production, distribution and selling activities

3.6 Develop a gross margin budget to demonstrate the cost effectiveness of the marketing plan

3.7 Develop partial gross margin budgets to accommodate market variability

3.8 Compile and document the marketing plan

4. Determine promotional strategies

4.1 Prepare and record detailed plans for promotional activities

4.2 Outline objectives, level of exposure and available markets

4.3 Ensure strategies take account of time management and scheduling issues, and resource constraints

4.4 Create promotional materials that enhance the product and commercial presentation

4.5 Record and communicate priorities, responsibilities, timelines and budgets for promotional activities

5.Implement marketing activities

5.1 Schedule planned marketing activities within appropriate timeframes

5.2 Develop measurable performance targets that meet business plan objectives

5.3 Organise distribution channels and ensure product and service information is accurate and readily available to clients

5.4 Implement marketing activities within budgetary constraints to meet legal, ethical and enterprise requirements

6. Evaluate marketing performance

6.1 Review the established marketing objectives to ensure they remain viable

6.2 Make an objective assessment of the marketing plan and its implementation by comparing current activity against the established objectives

6.3 Assess product, pricing and distribution policies in relation to market changes, marketing objectives and enterprise requirements

6.4 Identify areas of positive marketing performance and take corrective action to remedy poor marketing performance

6.5 Document and distribute information for continual analysis and effective planning management

Skill

Description

Numeracy

• Analyse past financial trends and forecast future trends

Get the work done

• Problem solve issues as they arise

Code and title current version

Code and title previous version

Comments

Equivalence status

AHCBUS513 Market products and services

AHCBUS502 Market products and services

Performance criteria clarified

Foundation skills added

Assessment requirements updated

Equivalent unit

Release

Comments

Release 1

This version released with AHC Agriculture, Horticulture, Conservation and Land Management Training Package Version 4.0.