[DEVELOP A MARKETING PLAN FOR A NEW OR EXISTING PRODUCT]
THE LION FOUNDATION YOUNG ENTERPRISE SCHEME
ASSESSMENT
AS 91382 V1 (3.4)
DEVELOP A MARKETING PLAN FOR A NEW OR EXISTING PRODUCT
6 Credits, Level 3
Version 1
STUDENT NAME:
TEACHER:
OVERALL RESULT:
ASSESSOR
SIGNATURE:
STUDENT
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[DEVELOP A MARKETING PLAN FOR A NEW OR EXISTING PRODUCT]
ACHIEVEMENT STANDARD
Subject Reference
Business Studies 3.4
Title
Develop a marketing plan for a new or existing product
Level
3
Credits
6
Assessment
Subfield
Business Operations and Development
Domain
Business Studies
Internal
Status
Registered
Status date
17 November 2011
Planned review date
28 February 2014
Date version published
17 November 2011
This achievement standard involves developing a marketing plan for a new or existing product.
ACHIEVEMENT CRITERIA
Achievement
•• Develop a marketing plan for a
new or existing product.
Achievement with Merit
Achievement with Excellence
•• Develop an in-depth marketing
plan for a new or existing product.
•• Develop a comprehensive marketing
plan for a new or existing product.
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Doc ID: YES-052-1
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[DEVELOP A MARKETING PLAN FOR A NEW OR EXISTING PRODUCT]
EXPLANATORY NOTES
1. This achievement standard is related to the
Teaching and Learning Guide for Business
Studies, Ministry of Education, at http://
seniorsecondary.tki.org.nz/; The New Zealand
Curriculum, Learning Media, Ministry of
Education, 2007; and Te Marautanga o Aotearoa,
Ministry of Education, 2008.
•• including a Māori business concept(s) where
relevant to the marketing plan.
Develop a comprehensive marketing plan typically
involves evaluating the market situation, creating
a thorough marketing strategy and writing a
thorough marketing plan through
•• integrating business knowledge relevant to the
marketing plan
Assessment will involve a selection from the
business content and concepts related to
Business Studies Level 8 Learning Objective One
in the Teaching and Learning Guide for Business
Studies.
•• integrating a Māori business concept(s) where
relevant to the marketing plan.
3. Marketing aims refer to mission statement and
corporate objectives.
2. Develop a marketing plan typically involves setting
marketing aims, explaining the market situation,
creating a marketing strategy and writing a
marketing plan through
4. The market situation refers to marketing audit,
SWOT analysis, marketing assumptions.
•• stating business knowledge relevant to the
marketing plan
5. Marketing strategy refers to marketing objectives,
SMART goals, forecasting, contingency plans.
•• stating a Māori business concept(s) where
relevant to the marketing plan.
6. Marketing plan refers to marketing budget and
detailed action plan for implementation and future
monitoring.
Develop an in-depth marketing plan typically involves
fully explaining the market situation, creating a
sound marketing strategy and writing a sound
marketing plan through
7. Conditions of Assessment related to this
achievement standard can be found at www.
tki.org.nz/e/community/ncea/conditionsassessment.php.
•• including business knowledge relevant to the
marketing plan
Replacement Information: This achievement standard replaced unit standard 22857.
QUALITY ASSURANCE
1. Providers and Industry Training Organisations must have been granted consent to assess by NZQA before they
can register credits from assessment against achievement standards.
2. Organisations with consent to assess and Industry Training Organisations assessing against achievement
standards must engage with the moderation system that applies to those achievement standards.
Consent and Moderation Requirements (CMR) reference
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0233
[DEVELOP A MARKETING PLAN FOR A NEW OR EXISTING PRODUCT]
STUDENT INSTRUCTIONS SHEET
OVERVIEW
You are required to develop a marketing plan for your YES/chosen product or service.
Please note you are not limited to your YES product or service.
You are required to:
1.
Set marketing aims to support your mission
statement and company objectives
2.
Explain the market situation for your
product - this means you must carry out a
marketing audit, conduct primary market
research, summarise your findings into a
SWOT analysis and detail any marketing
assumptions (conclusions that you have
drawn from your marketing research).
3.
Prepare a marketing strategy by setting
marketing objectives and SMART goals
to reach your marketing aims, prepare
a marketing mix (the 4P’s) and a sales
forecast. This will also include creating a
contingency plan should your sales forecast
not be met.
4.
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Prepare a Marketing Plan by creating
a detailed action plan to implement
implementation of the marketing strategy,
Prepare a marketing budget that links to the
costs of the marketing strategy as detailed in
your action plan, paying particular attention
to promotional acitivity. The action plan
should include how you intend to monitor
your actual sales against forecast sales to
alert you to implement your contingency
plan if required.
[DEVELOP A MARKETING PLAN FOR A NEW OR EXISTING PRODUCT]
Tasks
INSTRUCTIONS
Throughout the tasks, refer to the “Marketing
PowerPoint’ in the Appendix 1 and Marketing
strategy in Appendix 2.
[ Task 1 ]
Marketing Aims
•• State your mission statement and your SMART
corporate objectives (key business goals)
[ Task 2 ]
Market situation
As a group, complete a marketing audit which evaluates
the current market place against your marketing aims.
Use a selection of the following tools, as appropriate for
your business, to help you complete your market audit:
••
Porters Five Forces Model
••
ANSOFF grid (only appropariate if an existing
business)
••
Boston Matrix
••
PEEST
••
Product Life Circle
••
You must also complete a SWOT analysis
Summarise and fully explain your findings to detail where
you perceive you currently fit into the market place.
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