Case Study - Naid Ascanio - With Adjustments

Assessment
Assessment Kit
BSBMKG501 Identify and evaluate

marketing opportunities
Naid Alonso Ascanio Patiño

Name: __________________________
This is a nationally recognised qualification.
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Record of Assessment Outcomes
This Record of Assessment Outcomes (Assessment Kit) records all the evidence used to form
the final assessment decision and records the outcome of each task.
Student Name Naid Alonso Ascanio Patiño
Qualification BSB50215 - Diploma of Business
Units BSBMKG501 Identify and evaluate marketing opportunities
Satisfactory Not
Assessor
Assessment Tasks Satisfactory
(S) Initials
(NS)
Case Study S NS
Project S NS
Observations S NS
Student Declaration
I confirm that all evidence submitted by me for assessment is the product of my own work,
(unless otherwise stated), and contains no material previously published or written by another
person, except where due reference is given in the text.
Student Signature Date
Naid Alonso Ascanio Patiño 19 03 2019
Assessor Feedback
BSB50215 - Diploma of Business Page 3 of 31

Not Yet
Competent
Overall Assessment Outcome Competent
(C)
(NYC)
BSBMKG501 Identify and evaluate marketing opportunities C NYC
Resubmission arrangements if NYC
Comments:
Resubmission due date: DD MM YY
Assessor Declaration
I confirm that the above-named student has satisfied all requirements of this unit of competency.
I have informed the participant of the assessment decision.
Assessor Details Date
Name:
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Signature:

Key Information
Qualification
Code and Title
BSB50215 - Diploma of Business
Units of Competency
Code and Title
BSBMKG501 Identify and evaluate marketing opportunities
Aim and Outcomes
Aim This cluster aims to help you develop the skills and knowledge to
Learning Outcomes By the end of this cluster, you will be able to:
Identify marketing opportunities
Investigate marketing opportunities
Evaluate required changes to current operations

Resource Requirements
Assessments must be conducted in a safe environment where evidence demonstrates consistent

performance and include access to the following resources.
Resource Item Related Project
The student workbook All
Internet access and access to the market and other businesses/networks Project

Assessment Checklist
You must complete and sign the following assessment kit activities as part of this assessment.
Assessment Checklist Tick
Record of Assessment Outcomes 
All assessment tasks in this assessment kit 

1. Case Study
A case study is a description of an event or problem covering a real or hypothetical situation you
might encounter in the workplace. This case study is designed to help you see step through the
process of market analysis in preparation for the real life start-up business.
Complete Case Study, and develop the Lean Canvas, by identify and
Task
investigate and evaluate marketing opportunities
This case study have four tasks designed to assess your ability to
identify and evaluate marketing opportunities:
 Part 1 – Market Analysis

Overview
 Part 2 – Unique value proposition and unfair advantage
 Part 3 – Distribution Channels and Key Metrics
 Part 4 – Develop a Summary Report
Work in small groups, to complete the activities and develop the lean
Canvas provided as a template.
Conditions
Complete the work in your own assessment kit.
 Student Workbook
Resources  Pen and handouts
 Internet to access websites to conduct industry research
Location This assessment will take place in class
Timeframe Your assessor will provide you with a due date

Case Study 1: Develop a Lean Business Canvas
JustCakes
John and Maria are a married couple who are both currently employed as chefs in a
hotel kitchen. They dream of owning their own dessert bar and catering business
called JustCakes.
Before leaving their current jobs behind, they want to make sure the business is
viable. They have two children 6 and 12 years old and require a stable income of
$8,000 per month to cover their current costs. They have some savings and are in a
position to get by on a much lower income for approximately 6 months.
They are both well-rounded chefs with experience in all types of food. However,
their passion lies with luxurious and decorated desserts; the aim is to amaze each
and every customer with their extraordinary menu. They are confident this is a
growing market with too few options available for buyers. However, they have no
data to back this up. They are considering targeting the market of luxury desserts at
lower prices making it affordable for a wider clientele. At this point in time, they are
unsure about their target market, and have asked you for assistance.

Part 1 – Market Analysis
1.1 What is the customer’s problem JustCakes are trying to solve?
They're trying to get into the luxury dessert and catering market. The problem is that this is a segment
that is still growing, little explored, in which there is not much diversity, so there are very few options
available to customers. Additionally, with the current prices, they are not very accessible to the
community.
1.2 What is John and Maria’s proposed solution to the problem?
The solution proposed by John and Maria is to enter the market at lower prices, in order to obtain a
much wider clientele in terms of the luxury dessert segment. Also, offer the catering service as a
complement to your business.
1.3 Conduct market research for their business, use at least two sources of information to access
available data on the market. Provide information on the sources you used, what relevant
information you found and what this could mean for the JustCakes business idea.
Data Source 1: First of all, Google Scholar was consulted for market research in the bakery or
pastry shop segment. In it, several similar studies (Thesis or Degree Projects) of businesses
that were just emerging or positioning themselves in the market, for example a bakery with
healthy products, a pastry shop and ice cream parlour at the same time, among others.
Among the most relevant documents we can highlight:
Franco Castro Diana; Laverde Pérez Mónica (2015) Cake Shop Mint. University of Rosario.
Bogotá D.C.
Gonzáles Sala Valeria (2016) Business plan for the creation of the fine pastry company "Dulces
suspiros" in the city of Chiclayo. University Catholic of Santo Toribio De Mogrovejo. Peru
Daza Cano Olga; Díaz Colorado José (2016) Factibility study for the creation of a company
dedicated to the production and marketing of cold desserts in the municipality of Virginia
(Risaralda) Technological University of Pereira. Pereira; Colombia.
For its part, the ABS portal obtained the report "8501.0 - Retail Trade, Australia, Jan 2019"
which shows that both retail sales of food and cafes, restaurants and food services to go, have
had a growth of 0.3% and 0.2% respectively. It was also identified that over the years, this has
been one of the sectors with steady growth, which can be bet for a business idea.
Below are the textual sections of the ABS portal.

“FOOD RETAILING: In current prices, the trend estimate for Food retailing rose 0.3% in
January 2019. The seasonally adjusted estimate rose 0.3%. By industry subgroup, the
trend estimate rose for Supermarket and grocery stores (0.3%), was relatively unchanged
for Liquor retailing (0.0%), and fell for Other specialised food retailing (-0.1%). The
seasonally adjusted estimate rose for Supermarket and grocery stores (0.3%), and Liquor
retailing (0.9%), and fell for Other specialised food retailing (-0.6%).
“CAFES, RESTAURANTS AND TAKEAWAY FOOD SERVICES: In current prices, the

trend estimate for Cafes, restaurants and takeaway food services rose 0.2% in January
2019. The seasonally adjusted estimate rose 0.3%. By industry subgroup, the trend
estimate rose for Cafes, restaurants and catering services (0.2%), and was relatively
unchanged for Takeaway food services (0.0%). The seasonally adjusted estimate rose for
Cafes, restaurants and catering services (1.0%), and fell for Takeaway food services (-
0.8%).”
(ABS (2019) “8501.0 - Retail Trade, Australia, Jan 2019; ANALYSIS BY INDUSTRY”. Date
of referral: 25 March 2019. Taken from:
http://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/8501.0Main%20Features3Jan%2
02019

Data Source 2: On the other hand, the web was searched for bakeries and catering businesses
that had a concept similar to that proposed by John and Maria. Among them were Carlo's
Bakery, Jenna Rae Cakes, Gate Group and Daniel Catering.
The purpose of these consultations was to relate John and Maria's growing business with some
that already had a broader and more defined trajectory, and could be considered successful and
stable. They looked at their website or social networks if they had, the publications, how they
handled prices, how they would contact customers, etc.
Within the sources of information the following businesses originating in Australia were also
found:
"Laurent", dedicated to offering luxury cake and catering services; "Luxbite", aimed exclusively
at the creation of bold and fashionable desserts; "The Mill & Bakery at central pier", a vintage
pastry shop that is also supported in catering; and of course, the chef's luxury cakes at
"Zumbo Pattiserie".
Delivered catering, Finger Food Catering; Laissez-faire, are also some of the most recognized
and specialized businesses in the subject of catering.
A common factor in them is that they have a fairly broad portfolio of products, their positioning
is given by hard work in some cases more than 20 years, have a presence in social networks
and their own website on which they can even sell through that portal.
They also combine the catering service with luxury pastries for events of various kinds,
marriages, baptisms, dinners, among others, that is, the desserts are part of the whole and
complement the business very well, broadening the spectrum of customers and offering
greater variety in a competitive and closed market.
Create your conclusion based on the research approximately 200 words:
As a first step, a business idea such as John and Mary's should be established through a
comprehensive business plan to be structured in the best possible way. Therefore, it is essential to
carry out a market study in which the sector is analyzed and the market is segmented, having clear
characteristics of the target audience.
As a next step, I consider it necessary that this potential audience be applied methods of information
collection such as surveys or interviews in which they can establish the categories of analysis
relevant to the business, the results of which will be processed and studied.
It is also necessary to establish who the competition is and how it acts, in order to take this aspect
into account in the establishment of the business.
Now, with these aspects previously seen, proceed to the business plan of the company. The first
thing to define will be the business model, make a strategic and structural planning of the company.
A marketing plan, an operational plan, a management plan and a financial plan.
All this will help John and Maria to have a clear idea of their possibilities of establishing
themselves, based on a reliable study and a plan to follow.
He will also help to obtain some marketing ideas on how these businesses manage their social
networks or websites, how they get in touch, how it is possible to acquire their products, what
should be taken into account before formulating a business, among others.

1.4 John and Maria have asked about other sources of information they could use to access up-
to-date and relevant information about the market they wish to enter. Put together a list of at
least five sources of research information for them and explain if the data is qualitative or
quantitative data in your answer.
Sources of market research information Example of information
Virtual Questionnaire.
It consists of sending a questionnaire by mail to a ☐ Qualitative ☒ Quantitative
series of people, who must also return it by mail, once
they have completed it. It is an economical method
and can be sent massively, regardless of distance. It
allows you to have an almost automatic pickup, like a
survey linked to a Google form.
Focus Groups
Focus groups allow you to conduct more detailed ☒ Qualitative ☐ Quantitative
interviews or questionnaires with the public, having
their preferences, tastes, opinions, etc. more clearly.
As the information is periodic, it is also known what
changes occur in this behaviour when the population
changes after a certain period of time.
Observation
In the method of observation, the person in question ☒ Qualitative ☐ Quantitative
does not know that he is being observed, so he
behaves normally, giving more naturalness to his acts
or preferences. With it we can see what stimulates
him to buy, how he makes the decision, etc.
Experimentation
The experimentation is oriented to a simulated market ☐ Qualitative ☒ Quantitative
in which tests of the products to be offered are
presented, so it is possible to know if they are of the
client's taste, what could be changed or rethought,
how it is more attractive, how much it would consume,
among others, comparing it with a real market.It is
quantitative because you can also obtain data to
tabulate as well as to analyze in categories.
Publications on websites about Economic Bulletins of
the sector. ☐ Qualitative ☒ Quantitative
The publications in specialized magazines allow us to
know which are the tendencies of the sector, how it
has behaved in figures, what has been its growth, how
it is projected, among others, in order to obtain real
and reliable data, which indicate us which should be
the step to follow for the business that is emerging.

1.5 John and Maria conducted market research activities based to your suggestions. The
following information is available; they ask you to help structure and assess the data in a
visual way.
Using a computer and excel software, create the data for analysis. Use graphs and charts to
present your data. Attach the documentation based on the analysis, and add a short comment of
how you interpret the data. Segment the data analyse to show relevant aspect of the data.
Question 1: How much would you be willing to pay for a high-quality dessert experience?
Person $5-$10 $11-$15 $16-$20 $21-25 $26-$30

1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
Question 2: How important is the exquisite look of the dessert compared to the taste?
Person Low Medium High Your Age Sex

1  25 Male
2  40 Female
3  36 Female
4  33 Male
5  42 Male
6  40 Male
7  38 Female
8  25 Female
9  40 Female
10  37 Male
Question 3: How much of your income do you spend each month on luxury items?
Person 0%-10% 11%520% 21%-30% 31%-40% Over 41% Sex

1  Female
2  Male
3  Female
4  Female
5  Male
6   Female
7  Male
8  Male
9  Male
10  Female

Question 1: How much would you be willing to pay for a high-quality dessert experience?
Data Analysis:
First of all, it is essential to organize the data obtained in an excel table, categorizing the variables.
Price $5-$10 $11-$15 $16-$20 $21-25 $26-$30
Number
of people 2 4 2 0 2
surveyed
Then, with the Insert Chart function, you select the most convenient way to show the data to the
public.
Question 1
4.5
4
Number of people surveyed
3.5
2.5
1.5
0.5
0
$5-$10 $11-$15 $16-$20 $21-25 $26-$30
Price
Interpretation and comments:
In this case, it can be observed that the majority of respondents (4 people) would be willing to buy
the product between $11 and $15.
In a second place are the following price ranges: $5 to $10; $16 to $20; and $26 to $30. In them, 2
people would be willing to buy in each, respectively. Finally we found that nobody would buy for a
price of $21 to $25 dollars.
This analysis allows us to influence that the price range indisputably is from $11 to $15 dollars,
remaining at a profit price for entrepreneurs and affordable for the public. Similarly, I believe it is
prudent to conduct a much broader survey.

Question 2: How important is the exquisite look of the dessert compared to the taste?
Data Analysis:
For the second question, the same procedure will be followed as in the previous stage. Make the
table and then the graph.
Low Medium High

Number
of people
surveyed 2 4 4
It should be noted that 5 men and 5 women were interviewed. These were in an age range
between 25 and 40 years, an audience that is potentially a dessert consumer.
Question 2
20%
Low
40%
Medium
High
40%
From this result it can be concluded that the exquisite aspect of the dessert in comparison with its
flavor has a Medium (40%) and High (40%) importance. Very few of the interviewees consider that
the importance is Low (20%).
Therefore, it is essential to maintain a balance between these two variables, so that the dessert is
visibly attractive but without losing its properties of flavor that are those that will also make the
loyalty of the target audience.
In the same way, it is also worth mentioning that the scale is inclined to the fact that most women
prefer an aspect of medium height, 3/5 of height and men are less taken by appearance. That is to
say, for the scope of possible purchase and arrival to the feminine public, it is indispensable to take
into account the aspect of the product.

Question 3: How much of your income do you spend each month on luxury items?
Data Analysis:
In this question, it is essential to cross-check the variables between gender and the percentage
that the person spends per month on luxury goods; for this reason, it is necessary to count the
persons interviewed in an excel table.
SEX Over 41% 31%-40% 21%-30% 11%20% 0%-10%

female 3 2 1 1 0
male 0 1 2 2 0
Then we proceed to graph to obtain the results in a more visual way.
Question 3
3.5
2.5
1.5
0.5
0
Over 41% 31%-40% 21%-30% 11%20% 0%-10%
female male
From the graph we can conclude that it would be women who would be willing to spend More than
41% (3 respondents) in luxury goods.
In second place is the percentage of 31% to 40%, in which, again, two women answered
affirmatively in relation to only one man.
There is also the percentage of 21% to 30% in which this time it is the men who mark the trend 2 to
1.
In the 11% to 20% category, 2 male respondents participated.
There are no answers in the range of 0 to 10%.
From the above we can conclude that it is women who would spend more on such products than
men. Men are more related to the economy and low percentages. This item is very important to
take into account the target audience.

Summarise your findings and recommendations for John and Maria.
First of all, I would consider telling them that it is necessary to rethink the survey to take into account
many other segments that they did not mention and that are equally indispensable for business
analysis. These will be mentioned in the next point, and that, of course, it must be applied to a much
larger sample that would even depend on the sector where they intend to be located.
Another element that was of interest in this pilot exercise was that most women are the ones who
are willing to spend more money on luxury products. With this we can have an idea of the target
audience, being that it was applied to people between 25 and 42 years, who are with a relatively
good purchasing power. Men, on the other hand, are always looking for more in the economy.
Taste and presentation are fundamental, none of these two elements must fail to make a winning
formula, quality is very important for customer loyalty.
Finally the range of prices oscillates between $11 and $15 dollars, reason why it is necessary to
realize a plan of costs, to see if it is viable the investment in relation to the prices to sell.
What other data would you ask John and Maria to collect? Consider the data missing or
was not collected in the most appropriate way?
There are several categories that John and Mary should be aware of in order to do a complete
market analysis. For example, which product do you buy most frequently? What kind of flavors do
you like to buy in your cakes? At what events do you use catering services? How often do you buy
these services? In what presentations (grams) do you prefer your luxurious desserts? What is the
most influential factor when purchasing a product? Would you or would you not be interested in
purchasing the products that JuskCakes offers?
With the knowledge gained in the previous activities, complete the green
sections of the Lean Canvas.

1.6 Based on the available data and your analysis, describe two different marketing approaches
this business could take. For each option list the opportunities and risks you would make John
and Maria aware of.
Option 1: To sell fewer high quality, luxury product at higher price
OPPORTUNITIES RISKS
The situation of exclusivity and luxury of the added value of the
product are reflected in relation to its price, so although the market is
Whether or not potential
smaller, a balance can be obtained in relation to the costs and sales
necessary to obtain a point of equilibrium.
clients have the economic
capacity to acquire it.
The market is more exclusive (small), but has a willingness to buy the
product / service, since they are aware of the quality, exclusivity and Fewer consumers are
status it can grant. willing to buy more
expensive versions of a
Competitors with higher prices may have a greater staying power product.
thanks to their larger monetary reserves.
It is more competitive with
Distribution channels are more selective or exclusive to the business.
those businesses that are
It is more difficult for potential competitors who match the product or
service to appear soon.
already positioned.
A return on investment can be obtained in a shorter time.
The recognition, class and status it brings allows for more links with
companies for exclusive business.
Option 2: To sell in high volume, medium quality at medium price
OPPORTUNITIES THREATS
Immediately penetrate the mass market, As the volume of business increases, it will be
achieving a large participation in the target necessary to progressively increase the price in
market. order to maintain finances, this can cause the
consumer to feel deceived, generating a bad
Generate substantial sales volume image to the business and loss of customers.
Attract new customers or additional Associating them with low quality.

customers who are price sensitive.

1.7 Analyse the financial situation of the two marketing options. First, calculate how many
desserts they would have to sell approximately per month to break even for each of the two
options. Then calculate the Return on Investment (ROI) and explain what the result means.
Data:
 Minimum income of $8,000 per month before income tax for John and Maria to
cover bills (= salary for John and Maria)
 They have invested $60,000 into a commercial kitchen which they took a business
loan for, which they have set up for 5 years at an interest rate of 5.5%
 Running costs for their business are $3,000 per month (rent, insurances, water,
electricity, gas, transport, etc.)
 Average cost per dessert $4.5 (ingredients)
 There are no employees at this stage
 GST = 10%
a) Calculate how many desserts they would have to sell approximately per month to break
even for each of the two options from question 1.6
Option 1
Taking into account the interest costs of the loan, plus a monthly payment of $ 1,000 for
credit to capital, family expenses and the company.
The costs are around $ 12,770, assuming that each dessert is sold around $ 13
considering that they are of medium quality, less GST and for each there is a total income
of 7.32. They would have to sell around 1744.53, items to cover the expenses, over time
the interest costs will decrease and they will be able to acquire more client.
They have to sell 1744.53 medium quality cakes.
Option 2
The costs are around 12,770 dollars, assuming that each one sells around 23 dollars "high
quality", less GST and for each there is a total income of 16.14. They would have to sell
around 791.02, items to cover the expenses, over time the interest costs will decrease and
they will be able to acquire more clients.
They have to sell 791 high quality cakes.

b) Calculate the Return on Investment
ROI = (gain from investment – cost of investment) / cost of investment x 100
ROI: (8000 dollars – 1275 dollars)/1275X100 : 527%
Meaning:
This means that ultimately, the business is very profitable for John and Maria.
Based on your calculation, what is your recommendation to John and Maria?
Option 1:
Because the sales are going to be very high, they will probably need another person, which
leads to having more cats, therefore, the recommendation is to increase the price of the
products in such a way that they can generate higher profits or obtain another partner.
Contribute to work and investment, otherwise, the work of employees would force them to take
more extra time from normal work hours. That said, the investment will be productive,
therefore, it is a good business idea and is recommended.
Option 2:
In this case, the profitability is the same with the difference that the level of profit for each cake
sold will be higher so the production will be less and possibly not need another additional
person, on the contrary at this point the disadvantage may be in finding the I am willing to pay
23 dollars for each cake of high quality. Taking into account the above, the business is
profitable and recommended.
Recommendation.
Create two lines of high and medium quality cakes, so they can acceed to both public, and
achieve a greater sales outperformance, therefore more public and customers.
However, if only one is to be chosen, the bet is on To sell fewer high quality, luxury product at
higher price. It has the greatest advantages according to the type of business being
considered.
What other resources would John and Maria have to consider in addition to the cost of
production and the business loan?
Must have the resources for multiple situations that give additional losses, such as a machine
that does not work, days that are sick and should hire an additional person, or holidays in
which they cannot make profits, in addition, problems external costs as increases in expenses,
among others.
Now, with the knowledge you have gained through the previous activities,
complete the yellow sections of the Lean Canvas.

Part 2 – Unique value proposition and unfair advantage
It is important you are aware of the competitors, their offerings, and pricing, allowing you
differentiate the distinctive difference between your business and theirs.
For the JustCakes, choose one of the two options analysed in questions 1.6 and 1.7 and analyse
the potential competitors for John and Maria, suggest possible ways they can differentiate
themselves (UVP) and avoid being copied (UA).
Chosen Option: To sell fewer high quality, luxury product at higher price.
Potential competitors:
Among the potential competitors in the luxury pastry segment is Carlo's Bakery, Jenna Rae Cakes,
Peggy Porschen. "Laurent", "Luxbite"; "The Mill & Bakery at central pier", and "Zumbo Pattiserie".
All these have in common that they are very well-known businesses and of a strong positioning.
They are characterized by handling advertising in massive media very strong, for its originality and
great offer.
From the Catering segment we can highlight Gate Group (Recognized mainly for offering its
services to airlines), Daniel Catering (A business very well positioned in the community of Spain)
and L & C Events and Catering, in Colombia. Delivered catering, Finger Food Catering; Laissez-
faire, are also some of the most recognized and specialized businesses in the subject of catering in
Australia.
Proposal for Unique Value Proposition (UVP):
Our business of luxury cakes and catering offers our customers the best products both pastry and
banquet, providing excellent quality, taste and service at an just price. With Jusk Cakes you will have
everything you need for your birthdays, weddings and other social events in one place.
Proposal for Unfair Advantage (UA):
For this item, it will bet to avoid being copied, opting for a continuous innovation, both in products
and processes, which make JuskCakes a different business, distinguished by its exclusive luxury
desserts and catering service.
In terms of advertising, one can bet on a message in which the benefits of JuskCakes are
established in front of the other existing competitors in the market, being noticed much more than
the others.
Finally, with some clients or companies it is possible to sign exclusivity pacts in which both parties
benefit.
complete the orange sections of the Lean Canvas.

Part 3 – Distribution Channels and Key Metrics
1. What are three distribution channels you would suggest for John and Maria’s consideration, so
there is a diverse range options to reach the customer?
1.1 Direct channel: Which goes from the producer to the consumer.
John and Maria as producers and manufacturers will sell the product and service directly to the
user or consumer without intermediaries, since the demand is quite concentrated, so there are
few buyers.
This type of channel allows a Reduction of costs, increases the economic benefits, allows a
control and supervision of the channel on the part of them, giving space to detect and to solve
problems, strengthens the direct contact with the client.
1.2 Electronic channels: So that John and Maria can sell through combined media by
telephone, social networks and internet.
Electronic distribution channels will allow John and Maria to directly contact their end consumers
through a technology platform. Social networks and phone numbers will be established first as
part of the contact to learn about JusckCakes' products and services and then communicate with
her to close the deal.
Additionally, with the construction of a web page, it will be possible to offer the products through
the internet, with the possibility of buying them online and making contact with John and Maria.
In the technological era in which we find ourselves, it is indispensable to have a virtual platform,
since it makes it possible to carry out purchasing operations 24 hours a day - 365 days a year,
reduces many of the costs and will give your product a global reach.
1.3 Retailer channel. Which goes from producer to retailer and finally consumer.
This channel will be used with the support of a specialized store, dedicated exclusively to the
sale of all types of luxury desserts. There will be advertising contact John and Mary, also offering
the catering service.
It is considered one of the most visible channels for the end consumer, since many of the
purchases involving the general public are made through this channel.

What is the advantage? The diversity of luxury dessert products that the customer will find in one
place, something he probably can't get in other types of stores.
The idea of this is that John and Maria make a short, efficient and effective distribution in which
they fulfill their service in the best possible way.
1.4 Every business needs to track on an ongoing basis its success through Key Metrics.
What would be suitable key metrics for JustCakes
 Number of new customers per month

 Costs to develop product / service
 Monthly marketing costs
 Sales growth
 ROI
 Customer satisfaction
complete the blue sections of the Lean Canvas.

The Lean Canvas
Marketing Opportunity
The marketing opportunity of Jusk Cakes consists of offering a luxury pastry service at an affordable price, and complementing its offer
with a special catering catalogue for different social events, so you can get a wider audience and in turn link your two business proposals.
PROBLEM SOLUTION UNIQUE VALUE CUSTOMER UNFAIR ADVANTAGE
Jusk Cakes is looking for PROPOSITION SEGMENTS
 The business of luxury cakes to enter the market at A continuous innovation, both in products and
and catering is a little explored lower prices, in order to Luxury cakes and catering offers to Men and Women, processes.
segment. obtain a much wider between the ages With some clients or companies to sign
 There are few market options. clientele in terms of the customers the best products both exclusivity pacts.
of 20 and 50,
 Prices are high. luxury dessert segment. pastry and banquet, providing people with stable In the advertising, utilize a message in which
Also, offer the catering incomes, interested the benefits of JuskCakes are established in
service as a complement excellent quality, taste and service front of the other existing competitors in the
Existing Alternatives: in high level
to your business. at an just price. With Jusk Cakes you pastries, but also market.
In the luxury pastry segment is Carlo's
Bakery, Jenna Rae Cakes, Peggy KEY METRICS those who need CHANNELS
will have everything you need for
Porschen. help in their social Direct channel: Directly selling John and
From the Catering segment is Gate -Number of new your birthdays, weddings and other events. With a fast Maria their products and services to the
Group, Daniel Catering, and L & C customers per month lifestyle, immersed customer.
social events in one place.
Events and Catering. -Costs to develop in the digital age,
Laurent, Luxbite; The Mill & Bakery at product / service with class and Electronic channels: Sales through a website.
central pier, Zumbo Pattiserie, -Monthly marketing organization. Use of social networks, e mail marketing and
Delivered catering, Finger Food costs telephone as a means of contact to publicize
Catering; Laissez-faire in Australia. -Sales growth products and services.
-ROI
-Customer satisfaction Retailer channel: Sale in specialized shops of
luxury desserts. It will also be used as an
advertising point for the catering service.
COST STRUCTURE REVENUE STREAMS

Sale of desserts, payment for the use of a service; One-off payments and after-sales service payments.
In order to do this, they must take into account fixed costs and variable Setting fixed prices for proposed catalog models (Stocks for sale) and dynamic prices for the customer's
costs. It includes the costs of maintaining the business, commitment to personalized need. (Made to measure, needs and requirements of the client)
the bank, maintenance for family expenses, salaries, rent, raw After-sales with coach: John and Maria will advise customers before, during and after the purchase; Online
materials, advertising, insurance, taxes, among others. tools: Include social networks and a web platform to interact. It will offer information to solve doubts, give
compensation in claims, and will recommend, qualify or comment on the service; Information Processing:
Store information centrally, filtering data about their interests, expectations, experiences, needs.

Part 4 – Develop a Summary Report
Develop a summary report of all your findings for John and Maria. They are keen to find out the
opportunities available and which one is the most viable for them. You can use the space provided
or create the report using a computer and ‘Word’ or simular software. The report is to cover the
following areas:
a.1 Summarise your research and the statistical methods and techniques you have used to evaluate
the marketing opportunities, including forecasting techniques
a.2 Describe the marketing mix, the structure, products and services using the Lean Business
Canvas you developed previously
a.3 Explain the viability of the business idea
a.4 Communicate the recommended actions from here to take advantage of the opportunity,
consider the resources requirement for the business
a.5 Describe the relevant legislation, codes of practice and national standards they must be aware
of to run this type business.

Summary Report JustCakes
a.1 Summarise your research and the statistical methods and techniques you have used to evaluate
the marketing opportunities, including forecasting techniques
For JuskCakes, a complete market study was carried out which included the analysis of the sector, the
carrying out of the segmentation of the target public, analysis of the competition, analysis of the clients or
consumers, among others, in order to proceed with the establishment of the most suitable business
model. For this reason, both the quantitative and qualitative methods were used, collecting the necessary
information to analyze the viability of the business through surveys, searches in specialized databases of
previous projects, consultations of potential competitors on the Internet, observation of customer
behavior, analysis of specialized magazines in the sector, among others.
In the search for specialized platforms, the ABS report called "8501.0 - Retail Trade, Australia, Jan 2019"
revealed that both retail sales of food and cafes, restaurants and food services to go, have had a growth
of 0.3% and 0.2% respectively. It was also identified that over the years, this has been one of the sectors
with steady growth, so realizing a business idea in this segment is a good opportunity.
Likewise, feasibility studies of luxury cake businesses were consulted on the Google Scholar platform,
visualizing theses or degree projects in which process and product innovation marked the trend towards
success or failure. A bakery with healthy products, a bakery and an ice-cream parlour were highlighted at
the same time. From there, ideas were also obtained about the organization chart that must be followed
to correctly formulate the business.
The search for competitors showed that there are well-positioned businesses in the market, which have
several years of experience in which they have gradually grown. In Australia we found a couple of
companies that combine luxury desserts and catering, which bet on constant advertising on social
networks through luxury images, sell through digital platforms, among others. But in general, the service
is found separately.
As far as statistical analysis is concerned, can be observed that the majority of respondents would be
willing to buy the product between $11 and $15. Nobody would buy for a price of $21 to $25 dollars.
For other way, the exquisite aspect of the dessert in comparison with its flavor has a Medium (40%) and
High (40%) importance. Very few of the interviewees consider that the importance is Low (20%). It is
essential to maintain a balance between these two variables, so that the dessert is visibly attractive but
without losing its properties of flavor.
The scale is inclined to the fact that most women prefer an aspect of medium height, 3/5 of height and
men are less taken by appearance. That is to say, in the arrival to the feminine public, it is indispensable
to take into account the aspect of the product.
We can conclude that it would be women who would be willing to spend More than 41% (3 respondents)
in luxury goods. So it is women who would spend more on such products than men. Men are more related
to the economy and low percentages. In conclussion, this survery it allows us to know what customers
prefer, how much they would be willing to pay, even at what times the services are most required, how to
contact them and make them loyal, among others. The statistical information was processed and plotted
through excel, the results being visible in a better way.
For Jusk Cakes, was necessary to prepare the cost record, taking into account the investment they had
made, the loan they took with the bank, the tax, the value of inputs, the maintenance of the business and
its personal maintenance (fixed and variable costs), make the forecast of sales to know when they would
reach the break-even point and ROI, what profitability the business should offer. For this topic,
mathematical formulas were taken into account in the accounting and business processes.

A.2 Describe the, marketing mix, structure, products and services using the Lean Business Canvas
you have developed on the previous page
Product: Luxury products (Desserts) and catering services are offered for those who enjoy sweet,
luxurious, elegant and exquisite things. Innovative, creative, unique and delicious cakes of very good
quality, which will make customers trust when buying the product with a personalized packaging.
JuskCakes has a personalized service, directed directly by John and Maria, the owners of the business.
Desserts will be held at stock for sales, and Made to measure, needs and requirements of the client with
excellent quality and in good condition. You will find the brand or business logo visible on the product for
customer remembrance, which is easy to pronounce, a familiar brand that generates trust and brings the
public closer.
Different packages will be used to carry one or several products, easy to handle, that have the corporate
colors of JuskCakes and that the client can reuse. Support will be the delivery service, virtual platform
orders, suggestion calls and customer orders, and the possibility of changing the product if there is a
malfunction.
Plaza: As for the plaza, there will be a specialized store where all kinds of luxury desserts will be sold.
There will also be advertising contact with John and Mary, who will also offer the catering service. The
idea is to locate it in a central point in Melbourne where a great variety of potential clients can spend.
There they will have a wide variety of luxury dessert products, something that a customer may not be able
to get in other types of shops.
There will also be a website at the John and Maria will be able to contact their end consumers directly.
Social networks and phone numbers will first be established as part of the contact to learn about
JusckCakes products and services and then communicate with them to close the deal. With the website,
it will be possible to offer the products over the Internet, buy them online and make contact with John and
Maria.
Price: The prices that are intended to compete in the market are approximately $23 dollars, depending
on the type of luxury dessert that is requested, the size, whether it is for sale or personalized. In the
catering, it will depend on the types of packages, and the same way if the service is standard or
personalized.
The price does not distance much from the current ones in the market of the competitors, however they
bet on having a high quality to enter this segment of exclusivity and luxury.
Promotion: In the first place, the social networks Facebook, Twitter and Instagram will be taken into
account, making your product known and establishing means of contact, offering information on the point
of sale, characteristics of the product and how to acquire it.
There will also be flyers, business cards, portfolio of services, appearances in radio or television
commercials. Email marketing through which to send promotions and mails with the product catalog.
Web platform for product offer and purchase. Tasting during the opening week, accompanied by vitrinism
strategies.

A.3 Explain the viability of the business idea
According to the calculations of the Return on Investment
ROI = (gain from investment - cost of investment) / cost of investment x 100
ROI: ($8,000 - $1275)/1275X100 : 527%.
The return on investment for the business is very high, the conclusions of the study denote a positive
feasibility and feasibility in the project, since, in economic matters, there is evidence of a positive stability
of the balance, which would later give the possibility of reinvesting in equipment, infrastructure and other
points of sale to give greater scope to the business idea.
JuskCakes must bet widely on advertising to be known and positioned, this requires an investment for the
design of the website, commercials that will be broadcast on radio or television, flyers, billboards, etc.. At
least $3,000 or $5,000 during the first semester.
The viability of the project is shown in several aspects, such as: the acceptance of the product, the value
that customers are willing to pay covers with the index of costs of inputs and leaves a very good profit,
present an innovative idea that meets a double service of luxurious desserts and catering, the public is
much broader and it is considered that the goals could be fully met if the plan is carried out.
A.4 Communicate the recommended actions to take advantage of the opportunity, consider the resources
requirement for the business.
Jusk Cakes must follow the business plan to take into account the formulation of his business. John and
Maria must employ good marketing tactics to meet the objectives, goals and strategies set. Their main
objective is recognition and then positioning, to achieve a good market share in the short and medium
term.
It is necessary to use promotion or advertising for the business, focused on media such as television,
radio, banners, flyers and at the same time be supported by social networks and e-mails, taking
advantage of the demand for them to increase the customer base. If possible also participate in
presentations with companies, fairs and so on.
Ahead could be a good strategy to re-invest capital to accelerate the internal growth of the organization
and increase the volume of production, for example by buying machinery, integrating employees,
among others, and thus bet a greater profit and profitability. John and Maria can significantly optimize
costs and increase sales without sacrificing product quality, since quality, taste and presentation are
indispensable for the public.

A.5 Describe the relevant legislation, codes of practice and national standards they must be aware of
to run this business.
Trading Hours: In Australia it is important to bear in mind that there are established business hours for
businesses and in which areas they are counted without restrictions.
Licensing for Running a Bakery or Cake Store: State and territory governments do not regulate cake
stores and bakeries. However, it is important to obtain a licence or permit from the relevant local
government authority, which may need to be displayed at the business premises.
Food Safety Standards: The Australia New Zealand Food Standards Code (ANZFS Code) is a national
food safety standard that all Australian states and territories have formally adopted into their food
legislation. It must take into account relevant standards for food safety and hygiene, the fitting-out of
premises and the labelling, composition and advertising of food.
Food safety standards comprise part of the Code. Specifically: Food Safety Practices and General
Requirements (Standard 3.2.2); and Food Premises and Equipment (3.2.3) In the same way, They might
need a member of staff qualified as a Food Safety Supervisor. State and territory legislation prescribes
which food businesses require a supervisor.
Labelling: The Code also includes food labelling standards. It details both general labelling requirements
as well as requirements that are situation specific. Guidelines are freely available on the NSW Food
Authority website.
The main laws covering trade measurement in Australia are the National Measurement Act 1960 and the
National Trade Measurement Regulations 2009. The following regulations refer to the sale of bread and
bakery products: Regulation 4.4 (1); Regulation 4.13; Schedule 4 Items 2.8, 2.9 and 5.1.

Assessment Task Record
Student Name Naid Alonso Ascanio Patiño
Qualification BSB50215 - Diploma of Business
Units BSBMKG501 Identify and evaluate marketing opportunities
Case Study S NS
Assessment Task
Case Study 1: Develop a Lean Business Canvas
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Assessment

BSBMKG501 Identify and evaluate

Naid Alonso Ascanio Patiño

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Student Name Naid Alonso Ascanio Patiño

Qualification BSB50215 - Diploma of Business

Units BSBMKG501 Identify and evaluate marketing opportunities

Student Signature Date

Naid Alonso Ascanio Patiño 19 03 2019

BSB50215 - Diploma of Business Page 3 of 31

BSBMKG501 Identify and evaluate marketing opportunities C NYC

Resubmission arrangements if NYC

Resubmission due date: DD MM YY

Assessor Details Date

BSB50215 - Diploma of Business Page 4 of 31

Code and Title

BSB50215 - Diploma of Business

Code and Title

BSBMKG501 Identify and evaluate marketing opportunities

Aim and Outcomes

Identify marketing opportunities

Investigate marketing opportunities

Evaluate required changes to current operations

BSB50215 - Diploma of Business Page 5 of 31

Assessments must be conducted in a safe environment where evidence demonstrates consistent

Resource Item Related Project

The student workbook All

BSB50215 - Diploma of Business Page 6 of 31

Assessment Checklist Tick

Record of Assessment Outcomes 

All assessment tasks in this assessment kit 

BSB50215 - Diploma of Business Page 7 of 31

 Part 1 – Market Analysis

 Part 3 – Distribution Channels and Key Metrics

 Part 4 – Develop a Summary Report

Resources  Pen and handouts

 Internet to access websites to conduct industry research

Location This assessment will take place in class

Timeframe Your assessor will provide you with a due date

BSB50215 - Diploma of Business Page 8 of 31

BSB50215 - Diploma of Business Page 9 of 31

1.1 What is the customer’s problem JustCakes are trying to solve?

1.2 What is John and Maria’s proposed solution to the problem?

complement to your business.

Below are the textual sections of the ABS portal.

BSB50215 - Diploma of Business Page 10 of 31

“CAFES, RESTAURANTS AND TAKEAWAY FOOD SERVICES: In current prices, the

BSB50215 - Diploma of Business Page 11 of 31

Create your conclusion based on the research approximately 200 words:

BSB50215 - Diploma of Business Page 12 of 31

Sources of market research information Example of information

BSB50215 - Diploma of Business Page 13 of 31

Person $5-$10 $11-$15 $16-$20 $21-25 $26-$30

Person Low Medium High Your Age Sex

Person 0%-10% 11%520% 21%-30% 31%-40% Over 41% Sex

BSB50215 - Diploma of Business Page 14 of 31

Price $5-$10 $11-$15 $16-$20 $21-25 $26-$30

Interpretation and comments:

BSB50215 - Diploma of Business Page 15 of 31

Low Medium High