Elements and Performance Criteria
- Evaluate markets and organisation's capacity for service
- Markets for existing or new service/product opportunities for the organisation are identified, researched and analysed for possible entry and/or development.
- An audit of existing service capacities is undertaken to identify scope for increased service provision.
- Preferred business profile is identified from business plans and other organisational documentation.
- Economic, community environmental and political trends are assessed for relevance against the organisation's profile.
- Develop marketing strategies and plans
- Alternative and innovative marketing strategies for the organisation are identified and compared with existing systems.
- Services and markets for the organisation are clearly identified from reliable information.
- Marketing strategies incorporate suitable advice from qualified marketing professionals if required.
- Marketing service organisations are identified and services accessed where appropriate.
- Cost-effective plans are developed for services, promotional and pricing strategies.
- Proposed service/product is tested to verify demand, strategies, cost and ability to deliver.
- Implement marketing strategies
- Suitable advertising and other promotional strategies are evaluated for cost-effectiveness.
- Plans, schedules and targets are set for the introduction of new or improved services.
- The organisation's marketing strategy and each employee's role and responsibility within it are communicated to relevant personnel.
- Plans take into account the nature of the target client and business and seasonal cycles.
- Planned measures are taken to educate clients in value-added services provided by the organisation.
- Implementation is directed toward achieving outcomes defined in the marketing strategy.
- Monitor marketing strategy
- Evaluate markets and organisation’s capacity for service
- Markets for existing or new service/product opportunities for the organisation are identified, researched and analysed for possible entry and/or development
- An audit of existing service capacities is undertaken to identify scope for increased service provision
- Preferred business profile is identified from business plans and other organisational documentation
- Economic, community environmental and political trends are assessed for relevance against the organisation’s profile