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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of the competitive environment and product positioning 
SAQA US ID UNIT STANDARD TITLE
252211  Demonstrate an understanding of the competitive environment and product positioning 
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 4  NQF Level 04 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2015-07-01  2018-06-30  SAQA 10105/14 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2019-06-30   2022-06-30  

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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
10020  Demonstrate an understanding of the competitive environment  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
The person credited with this unit standard will be able to collect information on the products and services of competitors and explain the nature of the competitive environment. The learner will be able to describe the positioning of products and the different stages of product life cycles.

The qualifying learner is capable of:
  • Collecting information on the competitors products or services.
  • Explaining the nature of the competitive environment.
  • Describing product positioning.
  • Explaining the stages of the product life cycles. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this unit standard will have demonstrated competence in:
  • Communication at NQF Level 3 or equivalent.
  • Mathematical Literacy at NQF Level 3 or equivalent. 

  • UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Collect information on competitor's products and services. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Sources of competitive information are identified and responsibility for collection allocated to team members. 

    ASSESSMENT CRITERION 2 
    Competitor's information, products and services are reviewed regularly. 

    ASSESSMENT CRITERION 3 
    Marketing industry advancements and technological changes and their impact on competitive advantage are reviewed regularly. 

    ASSESSMENT CRITERION 4 
    A competitive information collection process is established and maintained by relevant team members. 

    SPECIFIC OUTCOME 2 
    Explain the nature and the extent of a competitive environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The competitive environment is identified and explained in relation to organisational threats. 

    ASSESSMENT CRITERION 2 
    Strengths and weaknesses of competitors are identified and documented for ongoing evidence reference. 

    ASSESSMENT CRITERION 3 
    Organisational tactics to match competitive strategies are identified according to marketing requirements. 

    ASSESSMENT CRITERION 4 
    Roles and responsibilities of team members are identified and explained as they relate to relevant defensive activities. 

    SPECIFIC OUTCOME 3 
    Describe and explain product positioning. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Target market analysis is explained in relation to existing own organisation's and competitors products. 

    ASSESSMENT CRITERION 2 
    Comparison between existing organisational products and competitor's products are made according to relevant marketing strategies. 

    ASSESSMENT CRITERION 3 
    Opportunities for new product development and modification of existing products are identified and assessed to meet market changes. 

    ASSESSMENT CRITERION 4 
    Customer perceptions related to organisational products are identified and explained. 

    ASSESSMENT CRITERION 5 
    Customer preferences for the ideal product position are identified and explained in relation to organisation and competitors products. 

    SPECIFIC OUTCOME 4 
    Explain and describe the stages of the product life cycle. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Phases of product life cycles are identified and explained for each stage. 

    ASSESSMENT CRITERION 2 
    Product life cycle stages are evaluated and implications for new product development or modification of existing products are described. 

    ASSESSMENT CRITERION 3 
    Implications for marketing programs related to product life cycles are identified and described for each stage. 

    ASSESSMENT CRITERION 4 
    New marketing opportunities are identified for each stage. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Methods and techniques for maintaining a competitive environment.
  • Methods and techniques for obtaining competitive information. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to maintaining a competitive environment. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that the competitive environment is kept up to date at all times to maximise commercial advantage. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that a competitive environment will remain at all times. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems in that the competitive environment inevitably affects the success of the organisation as whole and/or marketing strategies. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    This unit standard replaces unit standard 10020, "Demonstrate an understanding of the competitive environment", Level 4, 6 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  67464   Further Education and Training Certificate: Marketing  Level 4  NQF Level 04  Reregistered  2018-06-30  As per Learning Programmes recorded against this Qual 
    Elective  63409   National Certificate: Wholesale and Retail Operations  Level 3  NQF Level 03  Reregistered  2018-06-30  W&RSETA 
    Elective  50479   Further Education and Training Certificate: Advertising  Level 4  NQF Level 04  Reregistered  2018-06-30  MICTS 


    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.
     
    1. Artshub Institute (Pty) Ltd 
    2. Footprint Media academy Pty ltd 
    3. Nela Kahle 80 cc 
    4. NEMISA 
    5. The Ed Agency 



    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.