Elements and Performance Criteria

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 individual, accessibility of the item, and local industry and regional contexts) may also be included.
Research may include:
primary research accessed or commissioned from external sources
primary research conducted in-house, including:
qualitative research
quantitative research
search of publicly available annual reports for listed companies
search of publicly available business records
secondary research, including publicly available data accessed through desk-based research.
Strengths and weaknesses of competitors may be analysed using tools, including:
mystery shopping to identify customer service standards and products or services offered
analysis of substitute services, such as:
use of internal and informal skill development
free vendor training
interviews with clients regarding past experiences
document and website analysis
Porter’s Five Forces analysis
SWOT analysis.
Opportunities and threats may be generated by factors, including:
changed client needs and preferences
changed competitor environment
changed government policy settings
declining industries
emerging competitors
macro-economic trends that can dampen or stimulate demand and influence client confidence
new and emerging industries
new or changing technologies
size and profile of the potential market.
Internal documentationmay include:
customer profiling data
payroll data and trends
sales data and trends
stock turnover data
strategic and business plans.
Financial analysis may be conducted using a range of techniques, including:
balance sheet analysis
break even analysis
cash flow analysis
cost-benefit analysis
daily sales and trend analysis
gross profit
profit and loss analysis
return of assets analysis
return on investment (ROI) analysis
sales per employee
sales per square metre of floor space
sales to inventory ratio
stock turnover rate.
Business development initiatives:
are diverse and reflect the nature and structure of the industry in which the organisation operates
may include the following broad categories:
developing and selling new services to existing clients
developing and selling new services to new clients
expanding volume of current services sold to existing clients
selling current services to new clients.
Legislative and regulatory requirementsmay include:
alcohol and liquor laws
emergency management
employment laws
environmental standards and protection
food safety and handling
intellectual property and licensing
local government authority planning and permit requirements
merchandising licensing
public safety, including fire safety
responsible serving of alcohol
Australian consumer law
traffic management
work health and safety (WHS).
Marketing and communication processes may include:
advertising
brand management
internet and ‘viral’ marketing
personal selling
product placements
promotions
public relations
social networking sites
sponsorships
word of mouth.

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.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
researches and consults to identify areas for future business development
uses analysis and judgement to weigh risks and establish priorities for development
develops a business plan that demonstrates business viability and resource requirements for success
develops an implementation process to ensure effective roll-out of the business initiative
evaluates success of business initiative against clear performance indicators.
Context of and specific resources for assessment
Assessment must ensure access to:
a retail work environment
current and varied range of relevant text and online information sources
relevant internal documentation, including:
customer profiling data
payroll data and trends
sales data and trends
stock turnover data
strategic and business plans
relevant publicly available data.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
observation of performance in the workplace
a role play
customer feedback
answers to questions about specific skills and knowledge
review of portfolios of evidence and third-party workplace reports of on-the-job performance.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.