Task 2: Investigate Marketing Opportunities

In this task, you will review your two marketing opportunities for alignment with the organisations capability. This analysis will lead to an estimation of the return on investment and from this the development of a priorities matrix.

2.1 Analyse fit between marketing opportunities and organisational goals and capabilities

R 1. analyse and provide review on the two opportunities based on the following factors:

fit with organisational goals

fit with five organisational capabilities

R 2. word count is approximately 500 words.

2.2 Evaluate each opportunity to determine impact on business and customer base

R 1. evaluate the impact of each of the two opportunities based on the following:

current business

customer base

R 2. word count is approximately 250 words.

2.3 Determine probable return on investment

R 1. estimate ROI for each marketing opportunity:

estimate the total annual costs required to implement each marketing opportunity

estimate the total annual revenue for each marketing opportunity

calculate the ROI for each opportunity

R 2. word count is not critical.

2.4 Determine potential competitors

R 1. analyse competitors from the Strategic Review:

list two potential competitors for each of your chosen marketing opportunity

provide your rationale for each competitor

R 2. word count is approximately 200 words in total.

2.5 Describe and rank marketing opportunities

R 1. analyse and complete the Screening Matrix for contribution and viability

R 2. rank marketing opportunities on these factors

R 3. word count is approximately 200 words.

Opportunity Name

Fit with strategy?

Market Size

Potential

$

Investment needed

Capability of organisation?

Time to profit

Opportunity 1

Score [1-10]

(10 highest)

Opportunity 2

Score [1-10]

(10 highest)

Task 3: Evaluate Required Changes to Current Operations

In this task, you will develop strategies and resources to ensure that Emu Fitness can provide quality customer service to its current members which will take advantage of the planned marketing opportunities.

3.1 Identify and document changes and resources required for current operations

R 1. develop a Change Management document that contains the following:

a minimum of four strategies and their rationale

a minimum of three actions and resources to achieve these strategies

R 2. word count is approximately 500 words.

3.2 Communicate viability of changes to current operations

R 1. deliver a collaborative session on the changes required

R 2. seek and note feedback

R 3. session must be completed in 60 minutes.

3.3 Document newly identified report on marketing opportunities and required changes to operations

R 1. review your notes made from the collaborative session:

list and make adjustments if required, to the Change Management Plan

attach the finalised version of the Change Management Plan

include a rationale on why these changes were adopted or not used

R 2. word count is not critical.

Appendix A: Emu Fitness SimulationSimulation Background

Emu Fitness is a privately owned Sydney based health club chain with 15 health clubs and 15,000 active member. Emu Fitness serves as one of the minor to average players in the sport and fitness segment.

The health and wellbeing industry is a dynamic sector and plays a critical role in the Australian economy. The industry has grown substantially within the last decade, generating $2.2billion revenue on an annual basis (with 3.5% annual growth rate) through 3265 health clubs housing 32,875 employment opportunities across the country. The industry also plays a key role in improving the health and fitness of Australians.

Emu Fitness has its base of operations in North Sydney (Health Club and Head Office), Sydney and operates throughout Greater Sydney:

Each health club offers the following facilities and services:

Gym for weightlifting and cardio

Gymnastics hall (martial arts, boxing and kendo)

Classes (Pilates, Yoga, BodyPump, Cycle, BodyAttack, Full Body Lift, and FatBurner).

The organisation has a number of goals which include:

to introduce innovative fitness and lifestyle products or services to include new markets

to reposition the image of Emu to that of a "Tiger"

to grow their employees for the future

These goals make up part of a Consultant's Report titled Strategic Review, conducted by Sync-In Consulting. This report is a combination of primary research conducted by the Company and secondary research from their market sources. Note that Emu Fitness does not have a marketing department or a marketing plan and this Consultant's report is the only documentation available.

These goals and objectives cited in the Strategic Review have resulted in the newly appointed Manager of Marketing to employ the student as a Marketing Specialist to review the market and identify opportunities that will provide growth over the next two years of operation. In particular, the Specialist will be required to investigate these marketing opportunities in terms of impact on the current business and put forward strategies that will support transition and or assimilation of these new products and services.

Simulation Phases

This simulation is divided into the following phases:

Phase 1:

analyse external market for potential opportunities.

Phase 2:

investigate the ability of the organisation to take advantage of these opportunities.

Phase 3:

communicate the strategies to maintain operations while developing new markets.

Your Role in the Simulation

You will be the Marketing Specialist of Emu Fitness in the simulation. Your roles and responsibilities in the simulation are as follows:

Phase 1:

Phase 1 occurs from Task 1.1 to 1.3. In Phase 1, your main duties in the organisation are as follows:

review issues and trends on the external market

analyse two marketing opportunities.

Phase 2:

Phase 2 occurs in Tasks 2.1 to 2.5. In Phase 1, your main duties in the organisation are as follows:

identify and analyse opportunities with organisational goals

review the capabilities of the organisation in terms of ability to use the opportunities

determine financial viability.

Phase 3:

Phase 3 occurs from Tasks 3.1 to 3.3. In Phase 3, your main duties in the organisation are as follows:

developed a Change Management document including resources required to implement the two marketing opportunities

communicate the viability of proposed changes to current operations to executives

document and finalise the proposed opportunities.

In Task 3.2, you will interact with two stakeholders. This session will have a duration of 60 minutes where you will elicit views and opinions from these stakeholders on your proposed opportunities and required changes. Note that your Assessor will not play a role in this observation activity as they will be observing your interaction with the stakeholders and documenting evidence in the Observation Check Sheet provided in Appendix B.

Assessment Conditions for the Observation

The information in this section outlines the assessment conditions for the Observation which occurs in Phase 3, Task 3.2 and involves your interaction with two stakeholders.

Before the Observation:

you must ensure that you have read and understood any documents required to undertake the Observation

you must ensure that you have read and understood all performance requirements listed under each task

you must ensure that you have read the requirements listed in the Observation Check Sheet as your performance will be judged based on these criteria (see Appendix B)

your Assessor will inform you of the date of your Observation.

During the Observation:

you will be interacting with the Chief Executive Officer and Marketing Manager

it has a total duration of 60 minutes

other students will not be observers during the session as this will give them an unfair advantage

these stakeholders will be role played by staff from the RTO or other externals

your Assessor will brief them on your topic so that they can carry out their actions in an appropriate manner

you cannot refer to the Observation Check Sheet while undertaking the Observation

your Assessor will:

observe you individually based on the criteria in the Observation Check Sheet

document their observations in detail on the Observation Check Sheet

provide extensive written feedback

ensure that the session will be free from distractions

you must comply with WHS requirements

you must demonstrate all the criteria in the Observation Check Sheet to achieve a satisfactory result for the Observation.

If you are not successful, after the observation, the Assessor will:

provide written feedback on the Observation Check Sheet explaining their justification in detail

communicate this feedback to you

arrange another suitable time to observe your second attempt

Appendix B: Observation Check Sheet

We have provided the Observation Check Sheet(s) for you to prepare for your assessment with the Assessor. Remember, you will not be able to use this Check Sheet(s) during this session. However, we recommend you use this as a planning tool so that you are fully prepared for the observation.

Note that you must demonstrate all the criteria listed in the following Observation Check Sheet(s) to be deemed satisfactory.

Performance Requirements

1.Introduction

welcome the stakeholders:

have a friendly tone

volume is appropriate

facial expressions are appropriate

summarise the background of this session:

summary is concise

summary is clear

outline the session:

state clearly what you will cover

explain how long this will take

seek confirmation of this process

2.Body

osummarise market issues and trends:

five macro facts

five opportunities and their rationale

provide detailed review of two marketing of these opportunities

osummarise fit between opportunities and Emu's strengths and weaknesses:

explaine fit with goals and objectives

summarise fit with organisational capabilities

evaluate impact on business and customer base

provide probable return on investment

rank opportunities based on these factors

oevaluate required changes to current operations:

identify changes required

list resources to achieve these changes

3.Conclusion

osummarise the session:

overview what has been covered

summarise the issues raised

summarise the solutions

wrap up the session with a closing statement

4.Time Management

break the session was down into reasonable time blocks

finish the session in 60 minutes

5.Presentation Techniques

body language:

give eye contact to the stakeholders

display appropriate facial expressions

posture is appropriate

gestures fit with the message

present the content clearly and creatively:

explicitly state concrete facts rather and abstract ideas to support your arguments

express concepts with sufficient detail

use analogy to draw insight to message conveyed

use a range of visual aids such as handouts, whiteboard notations

monitor non-verbal and verbal cues of the stakeholders:

conduct periodical checks

adjust delivery accordingly

confirm their understanding

6.Language Techniques

language uses basic jargon

do not use filled pauses (e.g. 'er', 'erm', 'uh', 'um')

tempo (pace) is easy to follow

volume is audible

pitch is low in general and high at times to grab attention

avoid clich statements

language is simple and clear

use signposts to clarify the message aimed (e.g. to move to the Conclusion - 'in conclusion, ...')

7.Listening and Questioning

ask logical and targeted questions that seek input on your opportunities

question are:

planned and purposeful

logically structured

clear and concise

proactive and simulated critical thinking

adapted to the audience

validate input and encourage stakeholders to raise their queries

direct open-ended questions and avoid 'yes/no' questions to draw the stakeholders to the discussion

seek detailed response using funnel questions

(e.g.; 'have you thought about this? Did it work? How was it?)

actively engage in dialogue about alternative ideas

take notes without losing focus

listen attentively to responses:

provide appropriate facial expressions

provide appropriate body language

paraphrase understanding

ask a minimum of five questions to probe input

use pauses correctly to allow time for thought

(e.g.; a two second pause after a question)