Unit of competency details

Unit descriptor 

This unit describes the performance outcomes, skills and knowledge required to analyse and communicate information in a retail environment.

Application of the unit 

This unit involves gathering information from a wide variety of sources, analysing it and using it for planning purposes.

Prerequisite units 

Nil

Employability skills 

The required outcomes described in this unit contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the required performance needed to demonstrate achievement of the element. Where bold italicised  text is used, further information is detailed in the required skills and knowledge and/or the range statement. Assessment of performance is to be consistent with the evidence guide.

ELEMENT 

PERFORMANCE CRITERIA 

1

Review external operating environment.

1.1

Develop strategies to maximise the understanding of the store's external operating environment .

1.2

Review operating environment using relevant sources of information .

1.3

Analyse external operating environment using current, accurate information that reflects emerging and predicted trends.

1.4

Review systems to reflect possible future store operating policy and procedures , technology, partners, competitors and other relevant organisations.

2

Identify and evaluate competitors.

2.1

Identify and evaluate strengths and weaknesses of existing and potential competitors using accurate and current information.

2.2

Gain information from ethical, cost-effective sources according to store policy.

2.3

Adjust store plans and targets according to information gained from external operating environment to maximise success of store operation.

3

Assess internal strengths.

3.1

Evaluate opportunities for new and existing products and services in response to internal strengths and external factors.

3.2

Evaluate merchandise or service delivery using accurate, current information.

4

Forecast trends and developments.

4.1

Regularly project future trends and developments using accurate, current information.

4.2

Clearly identify impact of future trends and developments on store operations.

4.3

Regularly investigate and assess new technology for possible store application.

4.4

Report research , analysis and forecasts  using accurate qualitative and quantitative information.

5

Recommend and implement improvements.

5.1

Recommend and implement improvements based on forecasts.

5.2

Develop and implement strategies to maximise future business, customer service and profit.

6

Respond to change.

6.1

Identify changes in internal operating environment  accurately and promptly.

6.2

Develop and implement policy and procedures to effectively respond to changes in internal and external operating environment without undue delay.

7

Communicate internally and externally.

7.1

Implement internal and external correspondence or personal communications  according to store policy and procedures.

7.2

Ensure personal presentation is professional and in line with store policy.

7.3

Summarise written communications to convey key points that are clear, concise and in line with store policies.

REQUIRED SKILLS AND KNOWLEDGE 

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

• public speaking and group presentation
• qualitative and quantitative analysis
• evaluation of information
• using and applying technology
• literacy and numeracy skills in regard to preparation, analysis, evaluation, summary and reporting of forecasts, trends and recommendations and business correspondence.

The following knowledge must be assessed as part of this unit:

• store policy and procedures in regard to:

• information on internal and external operating environment
• review of internal and external operating environment
• interpersonal communication
• personal presentation
• business correspondence

• social, cultural environment
• characteristics of customers
• market for store products and services
• pricing policies and procedures
• sources of supply of products and services
• competitors
• existing and new technology
• principles and techniques in change management.

EVIDENCE GUIDE 

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

Evidence of the following is essential:

• identifies and analyses information about features of the operating environment that now, or in the future will affect store retail operations
• identifies and implements changes to maximise future business, customer service and profit
• develops and implements strategies to implement changes
• produces written communications to convey key points that are clear, concise and in line with store policy.

Context of and specific resources for assessment 

Assessment must ensure access to:

• a retail work environment
• relevant documentation, such as:
• store policy on communication
• legislation and statutory requirements
• information on:
• markets
• competitors
• products and services
• suppliers
• new technology.

Methods 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
• third-party reports from a supervisor
• written or verbal questioning to assess knowledge and understanding
• review of portfolios of evidence and third-party workplace reports of on-the-job performance.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessing employability skills 

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.

RANGE STATEMENT 

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 in the performance criteria is detailed below.

External operating environment  may include:

• markets, such as advertising and marketing targets, customers, local culture and environment
• competitors, for example, product and service range, pricing policies, marketing policies
• new or existing products and services, suppliers, technology
• government and legislative bodies affecting employment conditions, staff, trade practices, consumer law and OHS.

Relevant sources of information  may include:

• contacts with others inside or outside the store
• customers
• staff
• publications
• business journals
• newspapers
• conferences and courses
• internet
• statistics
• observation
• market research.

Store policy and procedures  in regard to:

• information and review of internal and external operating environment
• modes of communication and reporting.

Research , analysis and forecasting  techniques may include:

• written or verbal data
• surveys
• formal or informal meetings
• quantitative and qualitative data
• management of information technology systems.

Internal operating environment  may include:

• operating climate and culture
• existing merchandise and service range
• possible future merchandise and service range
• possible future retail technology systems
• problems in sales and service delivery
• customers
• staff
• management
• management information systems.

Communications  may include:

• internal or external contacts
• personal, face-to-face, or electronic media
• written correspondence
• memorandums
• routine or specialist reports.

Sector 

Cross-Sector

Competency field 

Management and Leadership