Develop and implement plans to improve marketing and sales for the land-based business

This standard covers the development and implementation of plans to improve marketing and sales for the land-based business.

This will involve undertaking research and planning and setting targets for your sales and marketing. You will need to understand your market and how to sell your goods or services at a profit.

The standard also covers determining the success of your marketing and carrying out monitoring of your sales.

This standard is for those who are responsible for developing and implementing plans for marketing and sales.

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1. confirm what products or services your land-based business needs to market and sell
2. research the market for your line of business
3. find out about your competitors' activities
4. analyse your research to decide if there are opportunities for your current or potential new products or services
5. review your findings against the business targets
6. decide what it is you wish to achieve through marketing and sales and match this to the business targets
7. prepare a detailed budget for marketing
8. develop a plan to improve marketing, including all the information used to make your decisions
9. prepare a detailed budget for sales
10. develop a plan to improve sales based on your investigation of the market and your business targets
11. decide how you will measure whether your sales and marketing plans are successful
12. make sure all those involved are able to carry out the actions to market and sell the products or services
13. implement the plans to improve marketing and sales
14. monitor the progress of marketing and sales and communicate this information to those who need to be informed
15. identify any new opportunities or threats and change the plans as necessary
16. take action when marketing or sales differ from the plan
17. monitor customer service including complaints, comments or suggestions

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1. what products or services your land-based business can deliver
2. where to get market information for your line of business
3. how to find out about your competitors
4. how to analyse the results of your findings
5. how to match your findings to the business targets
6. how to set targets for marketing that will include considering your market position, sales and gross margins, profit and profit margins, cash flow and customer trends
7. what should be included in a plan to improve marketing
8. how to set targets for sales, including sales volume, profit margins, cash flow, and keeping previous clients and winning new business
9. what should be included in a plan to improve sales
10. how to measure whether you are meeting sales and marketing targets
11. who needs to know and understand your plans and progress
12. how to implement plans and get the best from those involved in selling and marketing the products or services
13. how to monitor customer satisfaction
14. the relevant legislation and regulations and how they may relate to your plans
15. how to make changes to the sales and marketing plans

A marketing plan could include:

• what the market is
• what customers want and need
• your forecasts for the business
• the types of marketing to be used
• how much marketing will cost
• what the products and services are and how much they will cost
• how and where products and/or services will be sold
• the details of quality assurance schemes, where appropriate

A sales plan could include

• what the market is
• what customers want and need
• the sales you wish to achieve
• the profit margin target
• the cost of selling
• where products and/or services will be sold

This will involve you undertaking research to determine:

• what the current market is
• the potential openings for new products or services
• what customers want and need
• how you will sell your products or services
• the type/s of marketing to be used, including the use of new technologies such as social media
• how much marketing will cost and sources of free marketing
• how much your products or services will cost
• your forecasts for the business