SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Develop and manage customer strategies to meet business objectives 
SAQA US ID UNIT STANDARD TITLE
10090  Develop and manage customer strategies to meet business objectives 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 6  Level TBA: Pre-2009 was L6  42 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2005-09-13  2008-09-13  SAQA 0160/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2009-09-13   2012-09-13  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This unit standard is a core standard and forms part of the qualification, National First Degree, and is registered at Level 6 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing Environment, specialising in either Marketing Communication, Marketing Management, Market Research or Customer Management, where the acquisition of competence against this standard will add value to one's job.
This standard will also add value to learners who are starting their own business and recognises that Marketing forms an integral component of any business.

The qualifying learner is capable of:
  • Analysing and assessing customer strategies and activities
  • Developing customer strategy to meet business objectives
  • Implementing approved customer strategy plans
  • Monitoring and controlling customer strategy performance 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification, will have demonstrated competency against the standards in the qualification, National Diploma in Customer Management or equivalent at NQF Level 5. 

    UNIT STANDARD RANGE 
  • Analyses including customer profiles, product / consumer profiles, comparative analysis, competitive analysis, SWOT analysis, value chain analysis, life-cycle analysis
  • External factors including competitive, technological, economic, political, environmental, legal, social, cultural, logistical problems
  • Internal factors including sales policy, marketing policy, production, purchasing, human resources, financial, equipment, building,
  • Marketing including all forms of marketing communication, direct marketing, relationship marketing, sponsorship and event marketing, sales promotions, public relations and alternative strategies 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Analyse and assess customer strategies and activities 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Analysis and assessment include a comprehensive Strengths, Weaknesses, Opportunities, and Threats analysis. 

    ASSESSMENT CRITERION 2 
    2. Customer needs and objectives are identified. 

    ASSESSMENT CRITERION 3 
    3. Analysis and assessment evaluate current competitive position, regional, brand and/or category, performance and customer profiles and performance. 

    ASSESSMENT CRITERION 4 
    4. Strategic factors are analysed, and influences on business objectives, serviceability and the ability of the customer strategy to meet customers' expectations and needs are identified. 

    ASSESSMENT CRITERION 5 
    5. Cultural factors that affect the customer strategy and outcomes are identified. 

    ASSESSMENT CRITERION 6 
    6. Information gathered is assessed and translated into data, which in the required format and provides optimum in-sight into future activities. 

    SPECIFIC OUTCOME 2 
    Develop customer strategy to meet business objectives 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Customer strategy development applies existing and new technology, which enables the organisation to maintain a competitive advantage in its market. 

    ASSESSMENT CRITERION 2 
    2. Risk assessment is completed. 

    ASSESSMENT CRITERION 3 
    3. Objectives are determined in line with other relevant or associated strategies. 

    ASSESSMENT CRITERION 4 
    4. Critical success factors are determined. 

    ASSESSMENT CRITERION 5 
    5. Strategy is tailored to meet specific customer needs. 

    ASSESSMENT CRITERION 6 
    6. Strategy is aligned to overall business strategies. 

    ASSESSMENT CRITERION 7 
    7. Customer strategy determination optimises the use of available material, capital and human resources. 

    ASSESSMENT CRITERION 8 
    8. Quantitative and qualitative data is used in the determination of strategy options for customers. 

    ASSESSMENT CRITERION 9 
    9. Customer strategy is established that defines and includes quality goals for meeting organisational and customer requirements. 

    ASSESSMENT CRITERION 10 
    10. Customer strategy is established that incorporates total quality management processes. 

    ASSESSMENT CRITERION 11 
    11. Marketing research functions are identified that provide accurate, timely information in relation to customer strategies. 

    ASSESSMENT CRITERION 12 
    12. Customer strategy is established that provides for effective communication and monitoring throughout the organisation. 

    ASSESSMENT CRITERION 13 
    13. Relationship marketing criteria are determined and formulated in relation to the customer strategy. 

    ASSESSMENT CRITERION 14 
    14. Cultural and ethnic values and expectations are identified and recognised in the customer strategy. 

    SPECIFIC OUTCOME 3 
    Implement approved customer strategy plans 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Customer strategy plans are communicated in a manner that ensures that all relevant parties are clear on their roles in the plans. 

    ASSESSMENT CRITERION 2 
    2. Customer strategy plans are implemented within given time and resource constraints. 

    ASSESSMENT CRITERION 3 
    3. Procedures for customer strategy implementation conform to business plans, policies and procedures. 

    ASSESSMENT CRITERION 4 
    4. Information regarding customer strategy implementation is presented to relevant groups and individuals and specifies outputs and performance standards. 

    ASSESSMENT CRITERION 5 
    5. Existing and additional resources are optimised to achieve customer strategy implementation. 

    SPECIFIC OUTCOME 4 
    Monitor and control customer strategy performance 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Customer strategy implementation is monitored and deviations from plans are identified and ensure remedial action is taken. 

    ASSESSMENT CRITERION 2 
    2. Opportunities arising due to market dynamics are identified and incorporated into the strategy. 

    ASSESSMENT CRITERION 3 
    3. Deviations and problems are identified promptly and recommendations for improvement made to the relevant people in an appropriate and timely manner. 

    ASSESSMENT CRITERION 4 
    4. Corrective action to eliminate poor compliance is taken within agreed time frames and resource constraints. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this standard will be accredited by the Educational &Training Quality Assurance Body (ETQA) of the services SETA and/or by GENFETQA. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A broad and general understanding of techniques and methods for designing, writing and producing customer strategies.
  • A general understanding of techniques and methods for conducting Strengths, Weaknesses, Opportunities and Threats, (S W O T) and situational analyses.
  • A broad understand of techniques for researching and analysing customer strategy, plans and procedures.
  • A general understanding of corporate and organisational business and marketing strategies.
  • A comprehensive understanding of techniques for implementing and monitoring customer strategy interventions.
  • A general understanding of techniques and methods for verbal, written and visual presentations.
  • An all rounded and generic understanding of the industry, the product and the industry role players.

    Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out jointly by the relevant educating and training quality assurance body (ETQA) and the services ETQA. 
    		•


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to customer strategy requirements in a presentation. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others in order to ensure that presentation of strategy to all stakeholders is fully accepted and applied. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative strategies exist in the event of current strategies being rejected or failing or there are insufficient resources available to implement strategies and plans. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that strategies developed are accurate and inline with organisational requirements. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting customer strategy and related information so that all stakeholders correctly interpret and apply strategies. 

    UNIT STANDARD CCFO SCIENCE 
    Understand the world as a set of related systems where ongoing assessment and control efforts lead to overall success of customer strategy implementation. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Be culturally sensitive across a range of social contexts when strategies to all stakeholders. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  48888   National Diploma: Hiring Operations Management  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered"     		 2016-12-31  SERVICES 
    Elective  20909   National First Degree: Customer Management  Level 6  Level TBA: Pre-2009 was L6  Passed the End Date -
    Status was "Reregistered"     		 2018-06-30   


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.