BSB52415 Diploma of Marketing and Communication

BSBCRT501 – Originate and develop concepts

Assessment 3 – Portfolio of Activities
Student name: Chaiwut Suwannakote ID.180032
Appendix 1 – Concept proposal template
Organisation overview
Provide an overview of the organization to help experts external to the organization to help experts external to the organization understand the
context of your idea. Include the industry area, main products or services and aims of the organization.

David and Allison had put up a garden supply and nursery business and have been operating for thirteen years. The service their mainly offer
include landscaping and garden maintain. Over the years, D.A. supplies garden has prospered and added extra amenities. They opened a
small cafe inside the nursery and later on expand to lager dinning operations which cater variety of food and beverages. Their service was not
just limited to dinning but serve food for takeaway as well. They are situated just opposite a small shopping center which include a
supermarket, department store, cafe and some specials shops. Then in the last two year, their sale start to drop although they gross revenue
remain satisfactory. They are questioning what has gone wrong and would like it figure by what mean to amend with the situation. D.A.
Garden Supplies can serve many market segments because of its food value and entertainment value as well as its natural, historical,
traditional and sentimental value. The general consensus among David and Alison is that their target market is local residents. Since D.A.
Garden Supplies also take care of people's garden, the target market can be very broad since families with children can be from any income
level. However, that segment is significantly less of a market than the so-called elitists. As well as serving many segments, it also serves many
customer’s needs. Customers can visit D.A. Garden Supplies as guest to get food only values. The gardens are open to host elementary and
junior high classes to learn about water quality and plants as well as the soil. D.A. Garden Supplies can also be educationally beneficial to the
general public.
Value proposition
Create a short statement that clearly outlines the benefits of your idea by explaining who the target customer or user is and the need that your
idea will address.

The target consumers who interest about D.A.Garden Supplies product or service which they need a high-quality products and service. Most
of them are local residents. Therefore, my develop concept are:
1. Creates of new and quality product and service
2. Use digital technology for advertising company
3. Develop marketing plans
4. Relationship with other companies
5. Planning expand cafe business
6. Provided marketing campaign for increase revenue
On my ideas it can increases satisfaction of customer and increases gross profit as well.
Commercialisation requirements
Outline what it will take to realize your idea. Include consideration of practical and operational issues that are specific to the context in which
you are operating. This should include a budget and identification of an appropriate funding source. It should also include consideration of:
- Legislative and regulatory requirements, codes of practice, organizational policies
- Nature and size of target audience
- Technical feasibility, available knowledge and skill
- Human and physical resource requirements.
  Legislative and regulatory requirements, codes of practice, organizational policies
Privacy Act 1988 (Cwlth)
Anti-Discrimination Act 1991 (Queensland)
Competition and Consumer Act 2010 (Cwlth)
Spam Act 2003 (Cwlth)
Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
Free TV Australia Commercial Television Industry Code of Practice
Australian eMarketing Code of practice
Australian e-commerce best practice mode
 Nature and size of target audience
Target audience constraints: Consumers who interest about D.A.Garden supplies product or service. The target market can be very broad
since families with children can be from any income level.
 Technical feasibility, available knowledge and skill
- Brainstorming:
- Buzz sessions
- Word association
- Six Thinking Hats
- Mind Mapping
- Creative Problem Solving
- Lateral Thinking
 Human and physical resource requirements.
 Human resources requirements are-
- Owner
- Employees
- Financial Officer
- Manager of the company
- Technology consultant
- Researcher
 Physical resource requirement are-
- Office space
- Operating capital
- Desk and chair
- Computers
- Telephones
- Office printer
- Material
- Budgets

Competitive advantage
What are the things that will prevent others from competing with you effectively? Do you have patent rights, special expertise, exclusive
suppliers, or a loyal customer base?

D.A. Garden Supplies can serve many market segments because of its food value and entertainment value as well as its natural, historical,
traditional and sentimental value. As well as serving many segments, it also serves many customer’s needs. Customers can visit D.A. Garden
Supplies as guest to get food only values. The gardens are open to host elementary and junior high classes to learn about water quality and
plants as well as the soil. D.A. Garden Supplies can also be educationally beneficial to the general public. They have many events planned
this year such as plant identification, learning about dragonflies and also monarch butterflies. D.A. Garden Supplies can also serve
entertainment needs. Visitors of nursery, not only can get entertained at the many various events or daily tours or self-guided walk through,
but at the same time D.A. Garden Supplies is filling many other needs. Some of these are the need to enjoy the outdoors and get some fresh
air, to spend quiet time.

Promotional strategy
Describe how you will promote your concept to consumers or end users, whether they be existing external customers, users within the
organization, or the wider public.

D.A. Garden Supplies is promoting through print advertising, advertisements on billboards, the Internet (their own individual website, links with
search engines as well as links from other portals and vendors) and on radio and TV. It is currently in the process of possibly putting together
a Holiday Light show. If this event is proven to be a success this year it will soon become an annual tradition, hopefully bringing in a steady
stream of revenue. D.A. Garden Supplies is also focused on promoting their "Friends of D.A." membership program, a local get together.

Evaluation approach
How do you plan to evaluate the success or otherwise of your idea? How will you measure whether your idea is effective in meeting the need
you have identified? For example, revenue, sales, employee performance, brand awareness, leads converted, media exposure. Include
specific methods of measuring the intended benefits.

Evaluation approaches are distinct ways to think about, design, and conduct evaluation efforts. Certain evaluation approaches help solve
problems; others refine existing approaches. The following resources outline the types of evaluation approaches: outcome-based, impact,
process, and participatory evaluation designs. Follow by:
- Outcome-based evaluation
- Process and impact evaluation
- Participatory evaluation
Appendix 2 – Implementation plan template
What Action Who When Resources
Summarise a key are of Provide details about tasks List the people who will Specify the timeframe List financial and
activity required (e.g. that need to be completed be responsible for each when each action will physical resources
product design, legal, in this key area of activity action need to happen. Include required for each action
manufacturing, marketing) any key dates (e.g.
product launch,
scheduled meetings)
1. Creates of new and quality product
Product design Understanding, Creativity - Alina, who is expert 4 week -Budget $500
and Know How. The creative new products - Computer & Internet
unique combination of and services - Material
these three things creates
products which are truly
useful, products with
which people can connect
and, most importantly,
products which are
desirable.
Legal Respect and follows - Owner/Stakeholder 4 week - Knowledge of law
business and corporate - Employees - Code of practice of
 law and legal issues - Expert organisation
relating to the activities of
businesses such as
- Privacy Act 1988 (Cwlth)
- Anti-Discrimination Act
1991 (Queensland)
- Competition and
Consumer Act 2010
(Cwlth)
- Spam Act 2003 (Cwlth)
- Australian Direct
Marketing Association
(ADMA) Direct Marketing
Code of Practice
- Free TV Australia
Commercial Television
Industry Code of Practice
Manufacturing Manufacturing process are - Alina, who is expert 4-6 week -Budget $20000
the steps through which creative new products - Computer & Internet
raw materials are and services - Material
transformed into a final - Employees
product. The - Expert
manufacturing process
begins with the product
design, and materials
specification from which
the product is made.
These materials are then
modified through
manufacturing processes
to become the required
part.
Marketing - Key elements of a - Owner/Stakeholder 4-6 week -Budget $500
successful marketing - Natalia is a marketing - Computer & Internet
strategy expert.
- Understanding your
strengths and weaknesses
- Developing your
marketing strategy
- Tips and pitfalls
Advertising - create awareness - Natalia is a marketing 4 week -Budget $1000
-communicate information expert. -Computer & Internet
and educate your - IT expert
audience
- enhance sales
- create demand.
 - use new technology
Researching -Understanding the market - Researcher 4 week -Budget $1000
- Establish the target - Employees -Computer & Internet
market
- Communicating the
research
- Gathering data and
analysis for advantage and
disadvantage
2. Use digital technology for advertising company
Legal - Privacy Act 1988 (Cwlth) - Owner/Stakeholder 4 week - Knowledge of law
- Anti-Discrimination Act - Employees - Code of practice of
1991 (Queensland) - Expert organisation
- Competition and
Consumer Act 2010
(Cwlth)
- Spam Act 2003 (Cwlth)
- Australian Direct
Marketing Association
(ADMA) Direct Marketing
Code of Practice
- Free TV Australia
Commercial Television
Industry Code of Practice
Marketing Follow by plan marketing - Owner/Stakeholder 4-6 week -Budget $500
strategy - Natalia is a marketing - Computer & Internet
expert
- IT expert
Advertising - create awareness - Natalia is a marketing 4 week -Budget $1000
-communicate information expert. -Computer & Internet
and educate your - IT expert
audience
- enhance sales
- create demand.
- use new technology

Researching -Researching about trend - Researcher 4 week -Budget $1000

of technology for - Employees -Computer & Internet
advertising - IT expert
- Establish the target
market
- Communicating the
research
- Gathering data and
analysis for advantage and
disadvantage
 Appendix 3 – Reflection sheet
Reflect on Assessment Task 1, where you identified an organizational need. How will did this stage set you up for the rest of the process?
What would you do differently in this stage if you were to start again? Was your research process an effective method for coming up with
ideas? What changes would you make to your approach if you were to do it again?

Assessment 1,Finding organization needs which David and Alison who owner need to increase customer and gross profit on their business
which target market is customer who live around business include families have a children and students. However, they have many business
are Nursery, Garden supplies and Cafe.
So, I think developed concept is important for their business and first my ideas are
- Creates of new and quality product and service
- Use digital technology for advertising company
-Develop marketing plans
-Relationship with other companies
-Planning expand cafe business
-Communicate knowledge and experience to staff
-Provided marketing campaign for increase revenue
-Targeting existing products to new demographics.
If I were do it again, I would like to more data and analysis marketing around their business for finding new ways to their business success.

Reflect on Assessment Task 2, where you collaborated with others to develop new ideas and build on your existing ideas. How valuable was
the collaboration activity? What issues or ideas did other people raise that you had not thought of? How would you collaborate more
effectively in future? Would you use different creative thinking methods and, if so, why? Do you think any of your ideas from this stage might
be useful to the organization in the future?

Assessment 2, collaborated with others to develop new ideas and build on your existing ideas. This step is important because It can collects
ideas and discuss from another one for create ideas and developed. Moreover, we can analyses data and choose the best concept for
business which it can be business success in the future.

Reflect on Assessment Task 3, where you used help form stakeholders and experts to evaluate your ideas. In hindsight, are there other
kinds of experts you wish you had consulted? Who would they have been? What are the benefits of consulting stakeholders? What are the
benefits of consulting experts? Would you use different methods for determining costs and benefits in the future?

Assessment 3, reflection of stakeholder and expert, It has benefit to my develop concept. So, I have data and can apply for create my ideas
follow needs of stakeholder, policies and legislation. Moreover, I can control budget and times as well. In the future, If we create new
developed concept we can use reflection of stakeholder and expert again.

Think about the concept proposals and implementation plans you developed for Assessment Task 4, and about the feedback you received
from your main stakeholder. How compelling was your final proposal? Would you choose to implement your idea if you were responsible for
deciding to go ahead or not? Why or why not? Are there any additional activities you would include in an action plan in future?

From the feedback I received from main stakeholder. My final proposal is interesting and I will choose to implement my idea and I will
responsible for deciding to go ahead because my ideas follow stakeholder need and it can be success but it requires cooperation such as
expert people, employees, team and Owner. Moreover, we can put more concept in the future.