BSBMKG624 Manage market research
Task 2 – Written Report
Task summary
This assessment is to be completed using the Bounce Fitness simulated work environment. This assessment task requires the student to review Bounce Fitness’ marketing business and marketing plan.
Required
Access to textbooks/other learning materials
Access to Bounce Fitness site via Canvas
Computer with Microsoft Office and internet access
Business Plan
Marketing Plan
Marketing Plan Template
Timing
· Your assessor will advise you of the due date of this assessment via Canvas.
Submit
· This completed workbook.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on your performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be a
anged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Assessment Cover Sheet
Candidate name:
Candidate ID
Trainer’s Name:
Date Submitted:
Candidate declaration:
I declare that:
· I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task
· This assessment is my own work and where other’s works or ideas have been used, I have appropriately referenced or acknowledged them
· I understand that plagiarism is a serious offence that may lead to disciplinary action.
Candidate signature:
Task 2 – Written Report
In this assessment task, you will be demonstrating your skills in managing market research. You are required to read a scenario and use a virtual company called “Bounce Fitness” which has been organised for you with organisational plans and marketing documentation you need to complete this assessment task. You can access these documents in your student portals.
You can research the answers using Canvas or on the Internet however your answers must be in your own words. By completing this assessment task, you will be demonstrating that you are able to perform the following tasks:
1. Prepare market research plans for implementation
2. Engage external consultants or service providers
3. Manage market research activity
4. Evaluate research processes and findings
Please ensure that your work is of high quality. At this level of study, the Advanced Diploma level, the assessment outcome should demonstrate that you are able to research independently and produce good quality work. Individuals studying Advanced Diploma must be able to demonstrate the following so that you are able to understand and meet expectation of the industry:
· Answers to questions should be very detailed and report form type of answers and should be extensive.
· Project activities are to be detailed and well-developed, suitable for senior management positions.
· Design research, and conducted analysis and writing of reports on the outcomes are provided with good suggestions and implementation process and ideas.
· Development of strategies for the business and the organisation
Scenario – “Bounce Fitness”
Read the scenario below and ensure you understand the scenario well prior to attempting to complete questions and activities below. Speak to your assessor if you require clarification about the case study.
Scenario 1 - Bounce Fitness
Your Sydney Site Manager, Linda, is aware that you have just completed your studies in Marketing and Communication and that you wish to apply your skills in the workplace. This is great news for you because Linda recognises your new skills. Recently Linda and a group of long term employees (which also included you) have been meeting and discussing the improvements for Bounce Fitness (the Sydney site). The aim is to improve the services of the centre and also the financial performance and customer service satisfaction.
During the meeting Linda and the team have had access to Bounce Fitness strategic and business plans, budgets and documentation that provided Linda and the team with the opportunity to check on cu
ent processes and services being offered by the Sydney Centre and enable Linda and her team to identify improvements that would be suitable to be considered for Bounce Fitness future development. As part of the review and evaluation of the Sydney site the team discussed following topics:
1. Reconfirmed company history
2. Services provided
3. Products sold
4. Company’s need to improve services to clients
5. Company’s need to increase profit
You took lots of notes during these meetings, especially when Linda mentioned about the small food takeaway counter serving chips and strips. The takeaway occupies a corner of the Bounce Fitness foyer. Their lease is ceasing next month and Linda has not renewed the lease with the owner. She does not like the type of food being served by the takeaway as the food does not portray the healthy image of Bounce Fitness. However, Linda has mentioned that she is wo
ied that some of the Bounce Fitness clients may sign up with the Hyde Park Gymnasium as they have a nice modern light canteen for their patrons which serves healthy foods and fresh fruit juice drinks. The gym close by Su
y Hills has a restaurant. They also have a meeting room which their client.
Linda sent everyone an email and wants to meet with the group and discuss marketing strategies, review the marketing plan and other documents and also discuss the possibility of a healthy eating takeaway or a coffee shop. This needs to be evaluated to check if it would be feasible and suitable for Bounce Fitness to implement. The meeting is planned for next week and everyone has been advised to come up with some ideas to check the possibility of conducting a market research prior to deciding if the coffee shop or healthy takeaway would be appropriate.
You have decided to review your meeting notes from the previous meetings and refresh your understanding of the company, its financials, other information. Your notes are as follows:
Bounce Fitness is made up of four fitness centres. Head office is cu
ently established in Cairns, Queensland. The other centres are in Brisbane, (Queensland), Sydney, (New South Wales) and Melbourne, (Victoria).
It was established in 2001 by Margaret House as a single aerobic studio. After two years’ membership increases demanded the small leased centre be expanded and a new facility was built on land purchased by the organisation. In 2004 a second centre was established in leased premises in Brisbane and then Sydney and Melbourne in the subsequent two years.
The Head Office remains in Cairns and a Board of Directors has been established to oversee the function of the business in all of the centres. Each centre has a General Manager (Centre Manager) who reports to the CEO in Cairns, and a team of permanently employed fitness instructors and other casual instructors, all of whom report to the Centre Manager.
The business is operated on best business practice and complies with all legislative requirements, local by-laws and is registered with the national body.
Bounce Fitness intends to market its
and through excellence in service and expertise to establish itself as a premier provider of fitness and wellness in Australia.
All centres are carpeted in areas used for stationary activities, spacious, well-ventilated and air-conditioned to make the environment as safe and comfortable as possible. They are light and feature wrap-around mi
ored walls.
Each centre features a retail section selling fitness shoes, clothes and other related fitness items. There is a small takeaway was in the building before the gym has opened and it is leased to a provider.
Each Centre has scheduled various fitness classes ranging from high intensity to low intensity. The scheduling is left to each Centre but must sustain a minimum average of twelve in each class for them to continue to be held. The style of classes changes as new methods are developed to sustain interest and provide variety.
Funding is primarily from memberships. Memberships are sold on one, three, six and twelve monthly bases on a decreasing fee scale. Casual members are welcome, but the daily rate is a premium one.
Each Centre sells memberships to 120%. This means that at peak times it could be quite crowded, but experience demonstrates that there is a maximum of 80% usage. The retail arm of the business accounts for about 30% of the takings from each centre. The strategic plan for retail is set to increase investment in sales this year to 35%. Each Centre will be given a budget to develop and implement a sales and marketing plan to trial. The most successful may be implemented nationally and will attract an incentive for the most successful Centre. When discussing this, Linda mentioned that the cu
ent takeaway shop lease is included in the retail business income. The takeaway lease, is reconsidered during each annual planning session by the Board, which produces 5% of the income, less than the rent off-set.
The following plans are accessible to you: Bounce Fitness Strategic and business plans, marketing plans, the budget and other. All these plans are accessible on the Bounce Fitness intranet website so you have downloaded them to be ready for the meeting next week. Linda wants everyone to
ing the copy of these plans into the meeting so they can be discussed. Linda explained that the meeting should accomplish the following:
1. Review of all plans and determine if the strategic direction and plans support such a move as opening a coffee shop with healthy foods
2. Discuss and determine marketing strategies which may include researching the industry and checking if a coffee shop would be suitable and feasible
3. Determine and confirm with the team any research policies and procedures
4. As a group, discuss development and commission of marketing research project plan (and other work plans that would be relevant from the beginning to the end)
(Note: Bounce Fitness is a virtual company and has many documents for you to review which can be accessed from their website, incl. various plans, staff and financial information, the marketing plan, coffee shop marketing plan etc. For your convenience some of the plans are uploaded onto your student portal as well)
PART A – Prepare market research plans for implementation
Using the case study above, assume that you just organised a meeting with Linda and other Bounce Fitness team members and consulted with