18961 version 2
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Use image to market a road transport operation
Level
5
Credits
8
Purpose
This unit standard is for people in management positions in the road
transport industry, and is applicable to both goods and passenger services.
People credited with this unit standard are able to: determine desired market
position for a road transport operation; assess a road transport operation’s
current presentation against the desired market position; analyse benefits
and costs of desired changes to presentation of a road transport operation;
and produce an implementation plan for changes to presentation of a road
transport operation.
Subfield
Commercial Road Transport
Domain
Road Transport Management
Status
Registered
Status date
25 June 2007
Date version published
25 June 2007
Planned review date
31 December 2012
Entry information
Open.
Accreditation
Evaluation of documentation and visit by NZQA and
industry.
Standard setting body (SSB)
NZ Motor Industry Training Organisation (Incorporated)
Accreditation and Moderation Action Plan (AMAP) reference
0092
This AMAP can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Special notes
1
A road transport operation may form part of an organisation’s activities or it may
constitute a complete organisation.
2
This unit standard may be assessed against in a real or simulated situation.
3
Desired market image for a road transport operation may include: safe, timely,
responsible, competitive, environmentally friendly, professional.
 New Zealand Qualifications Authority 2016
18961 version 2
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Elements and performance criteria
Element 1
Determine desired market position for a road transport operation.
Performance criteria
1.1
Services provided by the road transport operation and the external market are
analysed to identify strengths, weaknesses, opportunities, and threats (SWOT).
1.2
The resources, facilities, and finances of the operation are assessed for the
operation’s ability to develop opportunities identified.
1.3
The strengths and opportunities are compared to identify the actual and/or
potential competitive advantage the operation may have over its competitors.
1.4
The market position chosen is consistent with the SWOT analysis, the ability of
the operation to provide the desired services, and the operation’s actual and/or
potential competitive advantage.
Element 2
Assess a road transport operation’s current presentation against the desired market
position.
Performance criteria
2.1
The visual presentation of the operation is assessed for compatibility with the
desired market position and any differences identified.
Range
2.2
The verbal image of the operation is assessed for compatibility with the desired
market position and any differences identified.
Range
2.3
customer contact at operation’s premises, customer contact away
from operation’s premises, language.
The perceived credibility of the operation is assessed for compatibility with the
desired market position and any differences identified.
Range
2.4
vehicles, printed materials, premises, staff.
media image, financial image, organisational culture.
The differences between the operation’s current presentation and the desired
market image are reviewed to develop a list of desired changes in order to meet
desired market image.
 New Zealand Qualifications Authority 2016
18961 version 2
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Element 3
Analyse benefits and costs of desired changes to presentation of a road transport
operation.
Performance criteria
3.1
The costs of undertaking the changes to the visual image of the operation
including any costs of professional services and repeat costs, are analysed.
Range
3.2
The benefits to the operation of making the changes to the visual image of the
operation are estimated for a five-year forward time-span.
Range
3.3
changes may include but are not limited to – logo and/or slogan,
vehicle livery, uniforms and/or corporate wardrobe, printed
material, premises.
changes may include but are not limited to – logo and/or slogan,
vehicle livery, uniforms and/or corporate wardrobe, printed
material, premises.
The costs and benefits identified are compared with the operation’s financial
position and proposed budget for image marketing.
Element 4
Produce an implementation plan for changes to presentation of a road transport operation.
Performance criteria
4.1
The mix of changes recommended is consistent with the analysis of desired
market image, evaluation of current market image, the benefit/cost analysis, and
the operational budget.
4.2
Sequence of actions is determined in accordance with operational requirements
and management priorities, and is logical and practical to implement.
4.3
Use of external services is scheduled in accordance with management
requirements regarding disruption to ongoing services and is consistent with
operational budget.
4.4
Implementation plan includes processes for motivating and training staff for any
changes to operational procedures.
Range
may include but is not limited to – customer contact, language,
organisational culture, service commitments, payment and/or
credit policies.
 New Zealand Qualifications Authority 2016
18961 version 2
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Please note
Providers must be accredited by NZQA, or an inter-institutional body with delegated
authority for quality assurance, before they can report credits from assessment against
unit standards or deliver courses of study leading to that assessment.
Industry Training Organisations must be accredited by NZQA before they can register
credits from assessment against unit standards.
Accredited providers and Industry Training Organisations assessing against unit standards
must engage with the moderation system that applies to those standards.
Accreditation requirements and an outline of the moderation system that applies to this
standard are outlined in the Accreditation and Moderation Action Plan (AMAP). The
AMAP also includes useful information about special requirements for organisations
wishing to develop education and training programmes, such as minimum qualifications for
tutors and assessors, and special resource requirements.
Comments on this unit standard
Please contact NZ Motor Industry Training Organisation (Incorporated) info@mito.org.nz if
you wish to suggest changes to the content of this unit standard.
 New Zealand Qualifications Authority 2016