10/11/23, 7:49 PM Bsbmkg 501 Identify and evaluate marketing opportunities
BSBMKG501
Assessment 1
Part A
Part A requires you to identify and evaluate two opportunities for your
chosen organisation.
BBQ fun company is required for the following analysis. As per the
information the company was established in 2009 by current CEO, Pat
Mifsud. BBQfun offers an extensive product range, incorporating both local
and imported goods. Since 2010, the increasingly competitive retail
environment, technological change, changes in consumer buying patterns
and consumer confidence has led to disappointing sales. However,
BBQfun intends to return to healthy sales of $11 million in 2012 through
building on its organisational strengths, through targeted marketing
strategies aimed at key segments and through exploiting marketing
opportunities. Currently, BBQfun operates two stores, one in Brisbane
(Kenmore), and one on the Gold Coast. BBQfun is seeking business and
marketing opportunities that could lead to interstate or national expansion
if viable and scalable
To identify opportunities, analyse information on your chosen
organisation’s market and business needs, for example:
o Comparative market information
BBQ fun sees its moderate pricing, extensive and high-quality
product range, great customer service, and product
guarantees as key offerings to gain traction with a market
dominated by low-quality providers. The basic market need is
for quality, fashionable and unique outdoor lifestyle items that
fulfil the house-proud needs of our target marketing 2017, the
national outdoor-lifestyle market reached $300 million dollars.
Outdoor-lifestyle sales are estimated to grow by at least 6%
for the next few years. This growth can be attributed to
several different factors. The greater disposable household
income from the two income families, the greater availability
of affordable and interesting quality imports with the high
value of the Australian dollar and the marketing by popular TV
shows like Homes Beautiful and Better Outdoor-lifestyles.
o Competitors’ performance
The Yard: has limited selection but significant depth. All
Australian made. No significant marketing or promotion. The
price point is high, but the quality of products is quite good.
Not in Brisbane. Mostly in Sydney and Melbourne. BBQ’s R Us:
Broad range of outdoor-lifestyle products including trinkets
and furnishings. Lots of cheap imports. Concentrating on
about:blank 1/27
,10/11/23, 7:49 PM Bsbmkg 501 Identify and evaluate marketing opportunities
o Competitors’ performance
The Yard: has limited selection but significant depth. All
Australian made. No significant marketing or promotion. The
price point is high, but the quality of products is quite good.
Not in Brisbane. Mostly in Sydney and Melbourne. BBQ’s R Us:
Broad range of outdoor-lifestyle products including trinkets
and furnishings. Lots of cheap imports. Concentrating on
established markets. Strong in the replacements segment.
Local competitor: All independents: these stores are own by
individual owner operators. Ranges vary according to owner
preferences. Very little imports. Mostly retailing Australia
manufactured goods. Collectively their average item sale price
is $250, have a market share of 48%, and are growing at
about 8% per year. 1.
o Customer requirements
BBQ fun mission is to provide customer with the most extensive
assortment of quality out door lifestyle product available in the
market .our after sales service is second to none supported by our
easy to manage long term repayment plans which make unique
imported and high quality outdoor lifestyle customer wishing to
purchase product that give our customer s pride in their homes. Our
service will exceed the expectations.
o Legal and ethical requirements
Australian Consumer law ACL 2011
The ACL applies nationally and in all States and Territories,
and to all Australian businesses. For transactions that
occurred prior to 1 January 2011, the previous national, State
and Territory consumer laws continue to apply. The ACL is
administered by the ACCC and state and territory consumer
protection agencies and is enforced by all Australian courts
and tribunals, including the courts and tribunals of the States
and Territories. The protections in the ACL are generally
reflected in similar provisions in the Australian Securities and
Investments Commission Act 2001 (ASIC Act), so that financial
products and services are treated in the same way.
Intellectual property act 2015 and IP BILL 2014
The Intellectual Property Laws Amendment Act 2015
("Amendment Act") amended the Patents Act 1990, Trade
Marks Act 1995, Designs Act 2003, and the ... For detailed
information on the Amendment Act, please see the
Explanatory Memorandum to the Intellectual Property Laws
Amendment Bill 2014 .Amends the: Patents Act 1990 to:
about:blank 2/27
, 10/11/23, 7:49 PM Bsbmkg 501 Identify and evaluate marketing opportunities
products and services are treated in the same way.
Intellectual property act 2015 and IP BILL 2014
The Intellectual Property Laws Amendment Act 2015
("Amendment Act") amended the Patents Act 1990, Trade
Marks Act 1995, Designs Act 2003, and the ... For detailed
information on the Amendment Act, please see the
Explanatory Memorandum to the Intellectual Property Laws
Amendment Bill 2014 .Amends the: Patents Act 1990 to:
implement the Protocol amending the World Trade
Organization Agreement on Trade-Related Aspects of
Intellectual Property to enable Australian pharmaceutical
manufacturers to supply developing countries with generic
versions of patented medicines; and make technical
amendments; Plant Breeder’s Rights Act 1994 to enable the
owners of plant breeder’s rights in a plant variety with the
option to take action in the Federal Circuit Court against
alleged infringers; Designs Act 2003, Patents Act 1990, Plant
Breeder’s Rights Act 1994 and Trade Marks Act 1995 to
provide for a single trans-Tasman patent attorney regime and
single patent application and examination processes for
Australia and New Zealand; and Designs Act 2003, Patents Act
1990 and Trade Marks Act 1995 to remove document retention
requirements.
o Market share
The company is owned by individual owner operators. Ranges
vary according to owner preferences. There are very few
imports. Mostly retailing Australian manufactured goods.
Collectively their average item sale price is $250, they have a
market share of 48%, and are growing at about 8% per year.
One important source of market research is competitive
analysis. BBQ fun management continually visit local outdoor
lifestyle stores for competitive analysis, providing BBQ fun
with timely information regarding other store’s service
offering.
o Market trends and developments
The market trend for outdoor lifestyle stores is headed toward
a more sophisticated and informed customer. Outdoor
lifestyles customers are becoming more sophisticated in a
number of different ways:
a. Item quality – the preference for high quality items is
increasing a customer are learning to appreciate the
quality differences.
b. Unique – our patrons appreciate the opportunity to include
outdoor lifestyles in their home that stand out from the
mass-produced and low quality items
about:blank 3/27
BSBMKG501
Assessment 1
Part A
Part A requires you to identify and evaluate two opportunities for your
chosen organisation.
BBQ fun company is required for the following analysis. As per the
information the company was established in 2009 by current CEO, Pat
Mifsud. BBQfun offers an extensive product range, incorporating both local
and imported goods. Since 2010, the increasingly competitive retail
environment, technological change, changes in consumer buying patterns
and consumer confidence has led to disappointing sales. However,
BBQfun intends to return to healthy sales of $11 million in 2012 through
building on its organisational strengths, through targeted marketing
strategies aimed at key segments and through exploiting marketing
opportunities. Currently, BBQfun operates two stores, one in Brisbane
(Kenmore), and one on the Gold Coast. BBQfun is seeking business and
marketing opportunities that could lead to interstate or national expansion
if viable and scalable
To identify opportunities, analyse information on your chosen
organisation’s market and business needs, for example:
o Comparative market information
BBQ fun sees its moderate pricing, extensive and high-quality
product range, great customer service, and product
guarantees as key offerings to gain traction with a market
dominated by low-quality providers. The basic market need is
for quality, fashionable and unique outdoor lifestyle items that
fulfil the house-proud needs of our target marketing 2017, the
national outdoor-lifestyle market reached $300 million dollars.
Outdoor-lifestyle sales are estimated to grow by at least 6%
for the next few years. This growth can be attributed to
several different factors. The greater disposable household
income from the two income families, the greater availability
of affordable and interesting quality imports with the high
value of the Australian dollar and the marketing by popular TV
shows like Homes Beautiful and Better Outdoor-lifestyles.
o Competitors’ performance
The Yard: has limited selection but significant depth. All
Australian made. No significant marketing or promotion. The
price point is high, but the quality of products is quite good.
Not in Brisbane. Mostly in Sydney and Melbourne. BBQ’s R Us:
Broad range of outdoor-lifestyle products including trinkets
and furnishings. Lots of cheap imports. Concentrating on
about:blank 1/27
,10/11/23, 7:49 PM Bsbmkg 501 Identify and evaluate marketing opportunities
o Competitors’ performance
The Yard: has limited selection but significant depth. All
Australian made. No significant marketing or promotion. The
price point is high, but the quality of products is quite good.
Not in Brisbane. Mostly in Sydney and Melbourne. BBQ’s R Us:
Broad range of outdoor-lifestyle products including trinkets
and furnishings. Lots of cheap imports. Concentrating on
established markets. Strong in the replacements segment.
Local competitor: All independents: these stores are own by
individual owner operators. Ranges vary according to owner
preferences. Very little imports. Mostly retailing Australia
manufactured goods. Collectively their average item sale price
is $250, have a market share of 48%, and are growing at
about 8% per year. 1.
o Customer requirements
BBQ fun mission is to provide customer with the most extensive
assortment of quality out door lifestyle product available in the
market .our after sales service is second to none supported by our
easy to manage long term repayment plans which make unique
imported and high quality outdoor lifestyle customer wishing to
purchase product that give our customer s pride in their homes. Our
service will exceed the expectations.
o Legal and ethical requirements
Australian Consumer law ACL 2011
The ACL applies nationally and in all States and Territories,
and to all Australian businesses. For transactions that
occurred prior to 1 January 2011, the previous national, State
and Territory consumer laws continue to apply. The ACL is
administered by the ACCC and state and territory consumer
protection agencies and is enforced by all Australian courts
and tribunals, including the courts and tribunals of the States
and Territories. The protections in the ACL are generally
reflected in similar provisions in the Australian Securities and
Investments Commission Act 2001 (ASIC Act), so that financial
products and services are treated in the same way.
Intellectual property act 2015 and IP BILL 2014
The Intellectual Property Laws Amendment Act 2015
("Amendment Act") amended the Patents Act 1990, Trade
Marks Act 1995, Designs Act 2003, and the ... For detailed
information on the Amendment Act, please see the
Explanatory Memorandum to the Intellectual Property Laws
Amendment Bill 2014 .Amends the: Patents Act 1990 to:
about:blank 2/27
, 10/11/23, 7:49 PM Bsbmkg 501 Identify and evaluate marketing opportunities
products and services are treated in the same way.
Intellectual property act 2015 and IP BILL 2014
The Intellectual Property Laws Amendment Act 2015
("Amendment Act") amended the Patents Act 1990, Trade
Marks Act 1995, Designs Act 2003, and the ... For detailed
information on the Amendment Act, please see the
Explanatory Memorandum to the Intellectual Property Laws
Amendment Bill 2014 .Amends the: Patents Act 1990 to:
implement the Protocol amending the World Trade
Organization Agreement on Trade-Related Aspects of
Intellectual Property to enable Australian pharmaceutical
manufacturers to supply developing countries with generic
versions of patented medicines; and make technical
amendments; Plant Breeder’s Rights Act 1994 to enable the
owners of plant breeder’s rights in a plant variety with the
option to take action in the Federal Circuit Court against
alleged infringers; Designs Act 2003, Patents Act 1990, Plant
Breeder’s Rights Act 1994 and Trade Marks Act 1995 to
provide for a single trans-Tasman patent attorney regime and
single patent application and examination processes for
Australia and New Zealand; and Designs Act 2003, Patents Act
1990 and Trade Marks Act 1995 to remove document retention
requirements.
o Market share
The company is owned by individual owner operators. Ranges
vary according to owner preferences. There are very few
imports. Mostly retailing Australian manufactured goods.
Collectively their average item sale price is $250, they have a
market share of 48%, and are growing at about 8% per year.
One important source of market research is competitive
analysis. BBQ fun management continually visit local outdoor
lifestyle stores for competitive analysis, providing BBQ fun
with timely information regarding other store’s service
offering.
o Market trends and developments
The market trend for outdoor lifestyle stores is headed toward
a more sophisticated and informed customer. Outdoor
lifestyles customers are becoming more sophisticated in a
number of different ways:
a. Item quality – the preference for high quality items is
increasing a customer are learning to appreciate the
quality differences.
b. Unique – our patrons appreciate the opportunity to include
outdoor lifestyles in their home that stand out from the
mass-produced and low quality items
about:blank 3/27
