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Elements and Performance Criteria

1. Evaluate commercial information applicable to the equine market
   • Research and analyse relevant information to identify market and economic trends
   • Identify and evaluate stud stock from other stud operations to determine strengths and weaknesses of own stock
   • Present collated information in a manner to provide clear and concise information
   • Conduct market and situation analysis using established techniques according to the available budget and the need for external assistance
   • Establish a risk management plan to counter factors influencing the profitability of a horse stud enterprise
2. Develop strategies to support marketing
   • Create promotional materials that enhance commercial presentation of stud stock
   • Identify all relevant legislation and codes of practice applicable to the sale of a horse
   • Record and communicate priorities, responsibilities and budget to relevant parties
3. Develop promotional strategies
   • Prepare and record detailed plans for promotional activities according to organisation procedures, and to reflect feedback received on earlier activities
   • Establish marketing objectives based on new and retained business consistent with stock held and strategic business plans
4. Organise implementation of the marketing plan
   • Establish criteria for the measurement of impact and success of promotional activities
   • Make adjustments to the promotional and distribution strategies promptly and as required to ensure success
5. Evaluate, select, draft and present horses for inspection prior to sale
   • Evaluate and select horses according to the strategic and marketing plans of the stud operation
   • Evaluate, select and organise horse drafts into appropriate marketing or sale categories, and develop catalogue to reflect legislative requirements, representation and accurate documentation
   • Define and establish potential points for sale, potential clients and catalogue documentation required for each horse
   • Arrange sale details and advise relevant parties
   • Notify potential clients of inspection requirements to facilitate selection process and confirm locations and times for inspection
   • Obtain client feedback of horses selected for sale following inspection, and negotiate alternatives as appropriate
6. Complete and evaluate sales against the marketing plan
   • Arrange transport for horses to the sale site, ensuring safety and comfort of individual horses as well as meeting legislative and quarantine requirements and codes of practice applicable to horses in transit
   • Confirm final sales arrangements, including sales orders and penning details, and the availability of particular horses for sale with potential clients according to previous agreements
   • Organise staff, skilled in safe horse handling techniques, to ensure horse allotments and catalogue schedules are maintained during the sale
   • Complete all paperwork associated with the sale, and arrange transport details
   • Evaluate results of the sale against the marketing plan in terms of profitability and success in achieving intended outcomes
   • Make recommendations for modification of the marketing plan