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Assessment
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Assessment
Date/s
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The Assessment Task is due on the date specified by your assessor. Any
variations to this arrangement must be approved in writing by your
assessor.
Submit this document with any required evidence attached. See
specifications below for details.
Performance objective
For this assessment candidates are required to conduct an internal and
external marketing audit, based on the plan they identified in Assessment
Task 1.
Assessment description
Using the audit plan for the organisation developed in Assessment Task 1
and the Marketing Plan included with Assessment Task 1, you need to
identify relevant criterion for internal and external marketing audits,
conduct the audits, and collate the information collected in light of the
audit requirements.
Note: Excerpt from Letter of Appointment is different to that found in
Assessment
Task 1.
Cambridge International College
V29/10/14 RTO No. 2325 CRICOS Provider No.01459A
Created By: Leigh Pember 17/05/2015
Page 1 of 8
Assessment Task 2
Procedure
Using the case study information provided to you, complete the following
steps by providing written information to:
1. Define the criteria that you will use to assess the external audit. This
may include PEST, Porters Five Forces or another model.
2. Conduct the external audit by describing in both qualitative and
quantitative terms your findings based on the criteria you selected in
part 1.
a. external macro-environmental factors that meet audit
requirements including:
i. economic factors
ii. demographic factors
iii. technological factors
iv. political/legal factors
b. external micro-environmental factors that meet audit
requirements, including:
i. market characteristics
ii. customer needs
iii. competitor factors.
3. Conduct an internal audit.
a. Identify the criteria to be used in the internal marketing audit,
including: existing research data; internal sales data; supply
chain management and logistics.
b. Describe the marketing organisation as it exists in the business
currently.
c. Describe the marketing systems in terms of marketing
information, planning and control.
d. Describe the marketing effectiveness/productivity in terms of
profitability and cost effectiveness.
Specifications
You must provide:
a completed marketing audit, with written information as outlined
above.
Your assessor will be looking for:
evidence that you analysed and identified the needs of the case
study
Cambridge International College
V29/10/14 RTO No. 2325 CRICOS Provider No.01459A
Created By: Leigh Pember 17/05/2015
Page 2 of 8
Assessment Task 2
organisation.
Distance-based learners
Complete assessment as per instructions.
Assessment Task 2
Assessment Task 2
feedback from the surveys showed that the majority of customers thought
that flyers were mostly junk mail anyway.
Rose had hoped to get information from the accountant about marketing
costs but that just did not happen.
Budget 2009
Actual 2009
Individuals
120,000
121,000
Families
150,000
112,000
Assessment Task 2
Take away
180,000
203,000
Total
450,000
436,000
When you asked about new product development and forecasting sales
Mario said that it was too expensive to get market research done and so
just used the accountants tax figures and his own gut feel to determine
the sales forecast.
Marios response to your question about charging different prices for
deliveries, was to say that it just good business to charge the rich folk that
lived in the gated estate more because they could afford it.
Research reports
In trying to understand the macro factors affecting Sartos, you researched
the following reports to obtain findings on the demographic, economic,
ethical, geographic, political/legal, social/cultural, technological influences.
You looked through the research reports that Rose Ready had given you to
discover the following.
Assessment Task 2
marketing plan.
ABS statistics on growth rates Findings: Growth in young families
Focus Group
You organised a focus group from the local community and from some of
Sartos regular customers. The following consensus was reached among
the participants.
Cambridge International College
V29/10/14 RTO No. 2325 CRICOS Provider No.01459A
Created By: Leigh Pember 17/05/2015
Page 7 of 8
Assessment Task 2
the phone system with its delays and difficult to understand accents
and noise.
Customers prefer fewer flyers which they saw as junk mail, and the
flyer should be more informative about the ingredients and offer a full
menu.
Some customers questioned the ethics of Sartos Gourmet Pasta, who
charged more for delivery into the neighbouring gated estate than
to every other home delivery customer.
Comment They may be great cooks, but they dont know how to