The unit applies to the development and implementation of a sales and marketing plan.

Significant judgement is required in planning, technical or supervisory activities related to operations or processes.

Work may be conducted in small to large scale enterprises and may involve individual and team activities.

The application of this unit is according to OHS practices of the enterprise and workplace practices, which may include:

requirements prescribed by legislation, awards, agreements and conditions of employment

standard operating procedures

work instructions

oral, written and visual communication

quality practices, including responsibility for maintenance of own work quality and contribution to quality improvement of team or section output

housekeeping

tasks related to environmental protection, waste disposal, pollution control and recycling

This unit requires the application of skills associated with communication to analyse goals and trends, liaise with personnel, gather and analyse data and present, report and document information. Initiative and enterprise, problem solving and planning and organising are used to identify, implement and maintain strategic plans, analyse outcomes and make modifications. Learning is applied to conduct market research and self management is applied to ensure plans meet organisational objectives.

Prerequisites

ELEMENT

PERFORMANCE CRITERIA

1 Analyse business goals and industry market trends

1.1 Business goals and objectives are defined and analysed to assist formulation of a sales and marketing plan.

1.2 Market trends are researched and issues related to workplace are analysed.

1.3 Productionand marketing practices and their effects on workplace are analysed.

2 Establish strategic directions

2.1 Directions for marketing are assessed in line with aims of business plan, customer requirements, market position, objectives, opportunities and resources of the business.

2.2 Sales and marketing strategies are identified and prioritised in order to optimise sales and profit.

3 Develop a sales or marketing plan

3.1 Business resources and appropriate personnel are identified and utilised to optimise effectiveness of sales and marketing plan.

3.2 Liaison occurs with relevant personnel, including external specialist advice where applicable.

3.3 Marketing strategy is developed which reflects overall directions and parameters relating to company business plan, identified long and short term objectives and budget for marketing.

4 Implement and monitor sales and marketing plan

4.1 Implementation of sales and marketing plan is coordinated with all relevant personnel.

4.2 Monitoring procedures are established.

4.3 Financial data is measured and monitored against objectives to ensure progress towards target is achieved.

4.4 Implementation of plan is monitored to establish overall performance.

5 Conduct plan review

5.1 Review of sales and marketing plan is conducted and results assessed.

5.2 Sales and marketing plan is modified, as necessary, to reflect dynamics of market place.

5.3 Reporting of review outcomes is assessed.

6 Maintain records

6.1 Records of sales and marketing planning activities are maintained and reports prepared.

6.2 Presentations on sales and marketing plan are made at management meetings.

This describes the essential skills and knowledge and their level

Demonstrates knowledge of:

the industry, including markets, local and global trends and how these impact on the workplace

workplace products

key elements of production capability in terms of its implications for sales and marketing plan

sourcing procedures

range of distribution channels (eg direct marketing, chain stores, niche markets)

SWOT analysis techniques

workplace policies and procedures, structure and technical competency in relation to the sales and marketing plan

quality standards and practices

OHS practices, including hazard identification and control measures

workplace practices

recording and reporting practices

Demonstrates skills to:

appraise outcomes against business plan

identify budget parameters

develop and implement promotional strategies

prepare plans and reports

communicate effectively within the workplace, including liaising with other departments

establish or interpret procedures, where required

determine report requirements and present information in appropriate formats

read, interpret and follow information on work specifications, standard operating procedures and work instructions, and other reference material

maintain accurate records

communicate within the workplace

sequence operations

meet specifications

clarify and check task-related information

carry out work according to OHS practices

The Evidence Guide provides advice on assessment and must be read in conjunction with the Performance Criteria, Required Skills and Knowledge, the Range Statement and the Assessment Guidelines for the Training Package.

Critical aspects of evidence

Demonstrates skills and knowledge to:

interpret and analyse goals and market trends

identify, develop and prioritise sales and marketing plans and strategies

optimise sales and profits

monitor financial information against objectives

review, analyse and modify sales and marketing strategy and plan to ensure objectives are met

ensure OHS practices are applied to work activities

maintain accurate records

Consistency in performance

Consistently applies skills and knowledge when:

organising work

completing tasks according to instructions

working systematically with attention to detail

identifying improvements and avoiding damage

using workplace practices

using OHS practices

recording and reporting accidents and incidents

assessing operational readiness of equipment

recognising and adapting to cultural differences in the workplace, including modes of behaviour and interactions

Resource implications

Access is required to real or appropriately simulated situations, including work areas, materials and equipment, and to information on workplace practices and OHS practices.

Context for assessment

Assessment may occur on the job or in an appropriately simulated environment.

Interdependent assessment

This unit may be assessed independently or in combination with other relevant units.

The Range Statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the Performance Criteria, is detailed below. Add any essential operating conditions that may be present with training and assessment depending on the work situation, needs if the candidate, accessibility of the item, and local industry and regional contexts.

Legislative/regulatory requirements

All work must comply with relevant Federal and State or Territory legislative or regulatory requirements.

Market may include:

local markets

national markets

global markets

Production and marketing practices may include:

import and export of materials, components or complete products

direct marketing

wholesale and retail store distribution

exhibitions, shows, events

Develop a sales and marketing plan may include:

analysis of business goals and market trends

marketing strategy options

monitoring and measuring of financial data

review procedures and liaison with other departments

OHS practices

OHS practices include hazard identification and control, risk assessment and implementation of risk reduction measures specific to the tasks described by this unit, and may relate to:

manual handling techniques

standard operating procedures

personal protective equipment

safe materials handling

taking of rest breaks

ergonomic arrangement of workplaces

following marked walkways

safe storage of equipment

housekeeping

reporting accidents and incidents

environmental practices

Sector

All

This unit contains employability skills.