507 BSBMK

1interpret507GuidelineforAssessment21.docx

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Guideline for Assessment: 2

Instruction:

· Attach all spread sheets and Graphs at the end of your assessment paper which will act as evidence of your statistical analysis you were required to perform

· In assessment answer booklet – you are required to write summary of your analysis / findings / suggestions in text format

· Make sure you give Appendix number / serial for every spread sheet or Graph for the given tasks as you will attach at the end

· Refer to Appendix number correctly in answer box given (See Task 1.1 box as an example

1.1 Use statistical analysis of market data to interpret market trends and developments

Sample Response:

Spreadsheet analysis: Refer to Appendix 1

Graphical Analysis: Appendix 2

Summary:

Chart 1 - Australian Dollar Vs US Dollar: In the chart below, shows ……….. (Explain)

Chart 2 - Global Bulk Coffee Prices: In the chart below, shows ……….. (Explain)

Chart 3 - Consumer Price Index: The chart below highlights ……….(Explain)

1.3 Use quantitative data analysis to interpret comparative market data

Guideline:

The chart below shows that prices for hot beverages have been falling in all capital cities in recent quarters except Perth, which has seen only modest declines.

This suggests that increased competition is probably a national phenomenon, although the trend certainly isn’t seen everywhere.

…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Taken together with the results above, WA, QLD and SA could be good candidates for expanding into.

1.4 Perform data analysis to review business performance

Guideline:

The current outlook of the coffee market shows that:

· the overall market growth for coffee products and sales have skyrocketed

These highlights are supported by the Focus Group interview outcomes:

· more than 80% of the respondents stated that sachets offer more value and better convenience

This outlook might have had the following impact on the business:

· for the same time frame, A & A’s market performance has significantly dropped

· though this underperformance might have happened due to stronger USD currency, the following factors should be considered:

· A & A has been operating as a traditional roasting service provider

1.5 Analyse competitors to identify potential opportunities and threats

Guideline:

The market share data shows the following (see next page for the chart):

The two main reasons behind the success of Roasted Amigos and Mocha Del Mar are:

· the main reasons behind this crash are as follows:

The drifts in the market has introduced two main opportunities:

Chart: Market share by competitors

A & A can benefit from these opportunities, as follows:

On the contrary, the competitors have introduced the following two main threats to A & A’s business:

The following strategies are recommended to A & A to counterattack these threats:

2.1 Analyse performance data from all areas of the business

Guideline: (Summary):

The three stores that have generated the highest revenue are, in respective order:

Store	Growth
Adelaide	?
Melville	?
St Kilda	?

Explanation: …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

On the contrary, the three stores that have generated the lowest revenue are, in respective order:

Store	Loss
Carlton	?
Brisbane	?
Essendon	?

Suggessions

*Marketing Activity*	*How this activity would be helpful to generate more leads*
Social media	· Supports mobile platforms · Enables the organisation to share the feel for their coffee products using digital media · Enables the organisation to ‘listen’ the needs of public · Reach to mass audience without the need of large budgets
Outdoor (integrated marketing communications)	· · ·
Don’t rely on “gut feel”, believe in (big) data	· · ·
Product placement	· · ·

2.2 Identify over-performing and under-performing products

Guideline: (Summary):

· it is observed an overall decline in product performance except fresh juice, milk coffee and iced coffee

· juice (long-life) and cookie are the worst performing as:

· based on the analysis, the following may be concluded:

· Arabica coffee has been the leading product with a 11% overall increase over the past five years; therefore, it should be one of our key focus areas to increase profitability.

2.3 Forecast market needs using qualitative visionary forecasting method

Guideline:

· Australians have been shifting to a healthy-living lifestyle and A & A Coffee needs to introduce products to meet the market needs.

· Competitors have launched products that are more convenient to use such as coffee capsules, bottled products, etc. and A & A Coffee has lost a significant market share due to these innovative products. The company should urgently invest on new product line and undertake marketing activities that would replenish the brand image.

· Urgent tactics may include:

· introducing new, more profitable products such as health conscious coffee drinks and capsules

Task 3: Report on Market Data

3.1 Prepare visual aids

Guideline:

R 1. prepared visual aids for their presentation and included the following:

· Cover Page – included full name, title, date, and version number

· Introduction – included a discussion on the background to the business issue (one slide)

· Body Part 1 – included:

· trend for the Australian Dollar and US Dollar (one page, chart from Task 1.1)

· trend for the global coffee prices (one page, chart from Task 1.1)

· trend for the consumer price index (one page, chart from Task 1.1)

· the impact of the market trends and developments on business (one page, Task 1.2)

· concentration of competitors by state (one page, Task 1.3)

· qualitative analysis of comparative market information as a basis for reviewing business performance (one page, Task 1.4)

· market performance of current competitors (two pages, chart from Task 1.5 and opportunities and threats).

· Body Part 2 – included:

· success of marketing activities (three pages, chart from Task 2.1, the three suggested marketing activities, and the chart that shows the overall store performance)

· over-performing and under-performing products (two pages, chart from Task 2.2 and suggestions)

· forecasts and recommendations (two pages, Task 2.3)

· Conclusion – included two slides wrap up

R 2. proofread the visual presentation and ensured compliance with the Reporting Standards

R 3. word count was not critical but met the minimum page requirements.

Guideline:

· to prepare for Task 3.2, the student is required to create a slideshow presentation which they will use during the session