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Evidence Guide: FDFRB4001A - Apply marketing principles to retail bakery

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

FDFRB4001A - Apply marketing principles to retail bakery

What evidence can you provide to prove your understanding of each of the following citeria?

Analyse marketing goals and influences

  1. Information sources on industry trends are identified and accessed to inform retail baking research
  2. The business plan is examined to determine marketing goals and strategies
  3. Type of retail bakery operation is analysed to determine impacts on promotional and marketing activities, including presentation and product display
  4. Trends in retail baking product range are identified
  5. Market influences on bakery products and presentation are examined
  6. Trends and influences are analysed to determine priorities for promotional and marketing activities
Information sources on industry trends are identified and accessed to inform retail baking research

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

The business plan is examined to determine marketing goals and strategies

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Type of retail bakery operation is analysed to determine impacts on promotional and marketing activities, including presentation and product display

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Trends in retail baking product range are identified

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Market influences on bakery products and presentation are examined

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Trends and influences are analysed to determine priorities for promotional and marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse market conditions

  1. Information is gathered on local population and target market determined and consumer profile identified
  2. Competing businesses are identified and market position and product range examined
  3. Market segmentation for specific bakery products are identified
  4. Consumer dietary needs are identified and impacts on retail baking determined
  5. Cultural and religious influences on retail baking are identified and impacts on retail baking determined
  6. Marketing opportunities are identified for retail bakery products and services
Information is gathered on local population and target market determined and consumer profile identified

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Competing businesses are identified and market position and product range examined

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Market segmentation for specific bakery products are identified

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consumer dietary needs are identified and impacts on retail baking determined

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Cultural and religious influences on retail baking are identified and impacts on retail baking determined

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Marketing opportunities are identified for retail bakery products and services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm and price product and service range

  1. Selection of bakery products is confirmed to meet market needs
  2. Type of service for bakery products is confirmed to meet market needs
  3. Position in market is determined and product range is selected accordingly
  4. Costs of production are accessed to determine product profitability
  5. Prices of competitor products are identified and used to inform price point and market position
  6. Costs for products are determined in accordance with production costs, market conditions and position
  7. Process for ongoing monitoring of bakery performance is confirmed to inform product changes
Selection of bakery products is confirmed to meet market needs

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Type of service for bakery products is confirmed to meet market needs

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Position in market is determined and product range is selected accordingly

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Costs of production are accessed to determine product profitability

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prices of competitor products are identified and used to inform price point and market position

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Costs for products are determined in accordance with production costs, market conditions and position

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Process for ongoing monitoring of bakery performance is confirmed to inform product changes

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine presentation for retail bakery

  1. Visual layout of bakery is designed to promote attractiveness and customer interest
  2. Lighting, décor and showcases are selected to promote bakery appeal in accordance with marketing objectives
  3. Promotional props and product information are provided to generate customer sales
Visual layout of bakery is designed to promote attractiveness and customer interest

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lighting, décor and showcases are selected to promote bakery appeal in accordance with marketing objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Promotional props and product information are provided to generate customer sales

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine packaging and presentation of bakery products

  1. Types of packaging for bakery products are identified and assessed for suitability to meet market conditions
  2. Labelling design and features are determined to meet consumer information requirements
  3. Compliance of labelling and packaging with legislative requirements is confirmed
  4. Display area is examined and suitability to meet consumer needs assessed
  5. Options for display and presentation of bakery products are identified and strategy selected to maximise consumer appeal
Types of packaging for bakery products are identified and assessed for suitability to meet market conditions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Labelling design and features are determined to meet consumer information requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Compliance of labelling and packaging with legislative requirements is confirmed

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Display area is examined and suitability to meet consumer needs assessed

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Options for display and presentation of bakery products are identified and strategy selected to maximise consumer appeal

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine promotional mix for bakery products

  1. Key events influencing consumer bakery purchases are identified and product range selected
  2. Consumer information requirements on bakery products are identified and strategies for meeting these needs are determined
  3. Options for marketing and promotion of bakery products are examined and suitable strategies selected
  4. Promotional ideas and options are documented
Key events influencing consumer bakery purchases are identified and product range selected

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consumer information requirements on bakery products are identified and strategies for meeting these needs are determined

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Options for marketing and promotion of bakery products are examined and suitable strategies selected

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Promotional ideas and options are documented

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Assessment must be carried out in a manner that recognises the cultural and literacy requirements of the assessee and is appropriate to the work performed. Competency in this unit must be achieved in accordance with food safety standards and regulations.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of ability to:

access and interpret industry information

analyse the business plan to determine marketing objectives and suitable marketing activity

identify key trends and influences on retail bakery

determine key features of target market

assess market conditions and position bakery

select suitable product range to meet the needs of target market

select showcases, displays and décor to meet marketing objectives

determine product pricing

analyse and select promotional options for bakery, including presentation, packaging and sales strategies.

Context of and specific resources for assessment

Assessment must occur in a real or simulated workplace where the assessee has access to:

retail bakery market data and information.

Method of assessment

This unit should be assessed together with other units of competency relevant to the function or work role.

Guidance information for assessment

To ensure consistency of performance, competency should be assessed on more than one occasion over a period of time in order to cover a variety of circumstances, cases and responsibilities, and where possible, over a number of assessment activities.

Required Skills and Knowledge

Required skills

Ability to:

access and interpret retail bakery business and market information

analyse research findings and make recommendations

analyse bakery business plan

conduct research into bakery operation and consumer base

make comparisons on product and service suitability

determine suitability of bakery décor and displays

cost and price bakery products

analyse labelling and packaging options and legislative requirements

assess suitability of promotional strategies

use oral communication skills/language competence to fulfil the job role as specified by the organisation, including questioning, active listening, asking for clarification and seeking advice from supervisor

work cooperatively within a culturally diverse workforce

Required knowledge

Knowledge of:

information sources available to inform marketing activity

typical bakery products available to meet variety of consumer needs

promotional resources suitable for bakery operations

marketing principles and practices

labelling and packaging options and legislative requirements

dietary, cultural and religious influences on retail bakery product choice

Range Statement

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. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Information sources

Information sources may include:

trade magazines and journals

networks and industry events

other businesses

internet

statistical data and population demographics

dietary and cultural information

colleagues and industry experts

business, marketing and promotional personnel

Specific dietary needs

Specific dietary needs may include:

low Glycemic Index (GI)

sugar free and fat free

dairy free

gluten free

rice flour

yeast free

low fat

low salt

vegetarian

vegan

Specific cultural and religious needs

Specific cultural and religious needs nay include:

foods prepared to cultural and religious dietary laws (e.g. Kosher and Halal)

national and regional food products

foods that mark significant events (e.g. Christmas, Ramadan, Easter, Rosh Hashanah, Passover, Zul Hijjah and weddings)

feasting

fasting

alcohol-free beverages

pork-free foods

beef-free foods

Competing businesses

Competing businesses may include:

cafes

restaurants

supermarkets

retail outlets

fast food chains

other bakeries

Visual presentation

Visual presentation may include:

colours, pictures, wall hangings and fabrics

product posters and price lists

counter, showcases, racks and trays

tables, chairs and dining implements

flooring and lighting

outside areas and awnings

staff outfits and presentation