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Details of Assessment
Term and Year T3 2018 Time allowed
Assessment No 1 Assessment 100%
Weighting
Assessment Type Practical and Simulation Exercises (Individual In-Class Assessment)
Due Date Role Play (Task 3 Session 1) and Final Room 715
Assessment submission – Week 7 & 8
Details of Subject
Qualification BSB51915 Diploma of Leadership and Management
Subject Name Team Effectiveness
Details of Student
Student Name Doci mitra
Details of Assessor
Assessor’s Name Ali Kauser / Nadia Chowdhury
Assessment Outcome
/ 100
Results Competent Not Yet Competent Marks
FEEDBACK TO STUDENT
Progressive feedback to students, identifying gaps in competency and comments on positive improvements:
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Student Declaration: I declare that I have been Assessor Declaration: I declare that I have
assessed in this unit, and I have been advised of my conducted a fair, valid, reliable and flexible
result. I am also aware of my right to appeal and the assessment with this student, and I have provided
reassessment procedure. appropriate feedback
The purpose of this assessment is to assess the student in the following Competent Not Yet
learning outcomes: (C) Competent
(NYC)
Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student
can only achieve competence when all assessment components listed under “Purpose of the assessment”
section are recorded as competent. Your trainer will give you feedback after the completion of each
assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.
Resources required for this Assessment
Note: The organisational details used in this assessment have been sourced (and to some extent
paraphrased) from the organisation’s website and other relevant external sources. The information
used here is solely for educational purpose.
The Lee family, from Grandfather Bing through to father Ken and son Lionel, comprises classic
outside-the-square thinkers, and that's one part of the story of how it has created an enduring retail
brand. It all started when Lionel's grandfather Bing Lee and dad Ken purchased an electrical repair
business in Fairfield, in Sydney's southwest, in 1957.
"Bing and Ken saw a future in the electrical business, particularly with the release of television in
1956," Lionel Lee says. "That, plus they saw the ambitions of the waves of migrants, and that
suggested to them that the demand for electrical appliances would be strong for many years to
come." The location for the first business showed that the Lee family understood market demand.
"Fairfield was right in the middle of the hostels housing many of the migrants when they first arrived in
Australia," Lionel Lee says. "As migrants themselves, both Bing and Ken understood how migrants
would want to improve their lifestyles and along the way take advantage of the many benefits of
household electrical appliances."
The early phase of growth was conservative, with Bing keen to stay close to the migrant community.
As those communities moved beyond Fairfield to places such as Merrylands, Villawood, south to
Wollongong and west to Blacktown, Bing Lee moved with them. When Bing died in 1987, Ken Lee
became more expansionary.
"We began to open stores in places that were not necessarily migrant strongholds but more
mainstream," Lionel Lee says. "Between 1987 and 2007 we've opened more than 20 stores between
Canberra in the south and Port Macquarie in the north. With that expansion came a brand
development program taking us from our Chinese-Hong Kong roots to a mainstream brand with a
distinct Chinese flavour."
Start-up businesses that quickly achieve an impressive growth story have to have a competitive
advantage. So, what was Bing Lee's? "Its original competitive advantage was providing credit to
migrants who couldn't get finance through regular sources," Lionel Lee says. "
Bing and Ken trusted the migrants. The migrants trusted them and that mutual trust was the core of
the business in the early days." While Bing Lee has reached the heights that a publicly listed vehicle
would be proud of, it remains a family business.
This could explain its success. "Essentially, the business has grown of itself over the years," Lionel
Lee says. "It's still a family business. We treat the business as a family. Our staffs are family. Our
customers are family. If you're not a part of the family, you're not really Bing Lee." Lionel's younger
brother Greg Lee runs the Carlingford store and their cousin Gary is the company's whitegoods buyer.
Lionel was destined to be part of a family business from a young age. "I attended my first board
meeting with my father when I was 10 years old," he says. "It was during the school holidays. Mum
put me in a suit and tie, and when dad and I arrived, I was put under the board table and told to be
quiet, sit still and listen. I finished my HSC in 1983 on a Thursday, started with the business on Friday
and I became CEO on the death of my father in December 2007." Typical of businesses built to last,
Bing Lee has had the security of a leadership team of six, who have run the business with Ken Lee for
many years. This means the operation sits on solid foundations, despite the death of its inspirational
co-founder.
While the retailer has carried the brands that sell themselves, a big part of this success story has
been the marketing of Bing Lee with only two advertising consultants in the business's history. "The
first was Wayne Bell, who took us into the 'Kung Fu man' territory with 'the best prices this side of
Hong Kong' punch line," Lionel Lee says. "In those days it was right for Bing Lee, using our Chinese
heritage and focusing almost entirely on price. It positioned us correctly within our then limited
geography, mainly migrant suburbs, and stockholding."
After Bing's death, as Ken Lee began to expand the business rapidly, the marketing as well as
advertising changed to reflect this. "First, we began to stock a lot more brand-leading products; and,
second, we started working with big-brand suppliers to enhance our mutual interests," Lionel Lee
says. "Third, we had to move away from straight price advertising and competition because price
alone could send you broke. And, fourth, we had to become more mainstream so that we can appeal
to all Australians." To do this they engaged Barry Anderson, head of Grey Advertising. "He's taken us
down the "best advice, best price' and 'everything's negotiable' routes," Lionel Lee says.”He's also
instilled family into the advertising, first with Ken and now with Yenda in Sydney and me rurally. "We
use the electronic medium to position and get us on shopping lists.”Press and catalogues are about
selling."
Bing Lee started advertising on radio but really didn't take long to dive into television commercials,
with its first ads broadcast in the late 1970s. Both media have been and still are important to the
brand's development. And while the retailer has all the apparent professionalism of the big retail
names, the management team has always preferred a family approach, even when it comes to its
externally sourced marketing.
It is worthwhile to mention that this has been created inside a hotly competitive market with big names
such as Harvey Norman, JB HiFi, the Good Guys and Clive Peeters, to name but a few. However, in
business, as in sport, you don't become a champion playing in B-grade.
Around the turn of the century, the franchisee concept was introduced to the business especially in
Australia. Today 16 of the 40 Bing Lee retail outlets are run by franchisees. Bing Lee also has the
management rights to the "Sony Centre" concept in NSW and the ACT and currently has stores
located in Chatswood, Drummoyne and World Square in Sydney’s' CBD.
To know more about the organisation, please visit their website at https://www.binglee.com.au/
Bing Lee also has a dedicated YouTube channel at https://www.youtube.com/user/BingLeeElectrics
Sponsorships
Bing Lee sponsored the Bulldogs Rugby League Football Club until allegations that players were
allegedly involved in a gang rape in Coffs Harbour. Bing Lee signed a 2-year sponsorship deal with
A-League club Sydney FC in February 2007. On Sydney's Home strip the front is taken up with Bing
Lee, and on the away jersey it is on the front and back of the right leg of the shorts. In July 2009 Bing
Lee re-signed for another year along with Japanese electrical company Sony as Sydney FC's major
sponsors. The firm is also one of the major sponsors of the Sydney Swans AFL team and sponsored
channel 7's The Amazing Race Australia.
Currently Bing Lee is proud to be partnering with New South Wales Netball and their two teams the
New South Wales Swifts and Giants Netball in the 2017 Suncorp Super Netball competition.
Organisational Vision
Bing Lee’s vision statement focuses towards a different customer service goal that everyone in the
firm share, where everyone is treated as a family. The company’s vision for the future is to be the “top
electronics retailer in Australia that not only provides bricks and mortar stores but also specialised in
online shopping”.
Organisational Values
To treat customers and employees as family members
To work as one team that provides services in a traditional Chinese concept
To provide the best possible before and after sales service to the customers
To grow as a family but also to be a mainstream organisation in Australia
Bing Lee’s values reflect who they are as individuals and as an organisation. They serve as a
compass for the actions and are the guiding principles with which all the staff members carry out their
duties and responsibilities.
TABLE OF CONTENTS
CONTENT PAGES
TASK 1B. Develop Key Performance Indicators (KPIs) for team members
TASK 2A. Develop a policy statement for performance management and a policy
TASK 4A. 4A. Prepare a formal communication and liaison with stakeholders
TASK 4B. Evaluate and take corrective action on unresolved issues and problems
The learner is required to update and adjust the page numbers and topics based on the amount of their content
and the responses made to each task. Actual tasks follow after this page.
TASK 1: Based on the organisational scenario and the context, your TASK 1 is to prepare a
team performance plan for your team of 8 sales staff. Your plan should include:
1A. Prepare a roster for your team based on the opening hours, staff numbers, peak times and off-
peak times.
1B. Allocate individual KPIs for each team member based on sales division KPI and work roster.
1C. Prepare a “Performance Agreement Letter” for your sales team that you will communicate with via
meeting and also in email.
1D. Prepare a planning meeting agenda for your team where you will get input from your team in
regards to the operations, sales targets and customer service.
1B. Develop and allocate individual Key Performance Indicators (KPIs) for each team member
Instructions: You may search the internet for a generic understanding on KPIs and performance
standards. You can also visit the webpage link by the Victorian Government for additional guidance
on KPIs and standards.
https://www.vwa.vic.gov.au/__data/assets/pdf_file/0019/12394/Performance_standards_and_indicator
s_FINAL.pdf
1C. Using the KPIs developed earlier; prepare a performance agreement letter for your sales
team. In your performance agreement letter you need to mention them on how to:
1. increase sales
2. retain existing clients
3. improve customer service behaviour
4. time-management
5. discipline and punctuality
<Organisation name>
<Date>
1D: Using the template below, prepare a planning meeting agenda & minutes for your team
where you will get input from your team in regards to the operations, sales targets and
customer service.
Instructions: For this task you will need to get input from team members (your class mates can play
the role of team members in providing inputs).
Location:
Date:
Time:
Agenda Description:
[Agenda detail 1]
[Agenda detail 2]
[Agenda detail 3]
Minutes
Inputs by:
Name Team member Input
Decision Made:
TASK 2: Your next TASK is to develop and facilitate team cohesion. This must include
2A. Develop a policy statement for performance management and a policy statement for team
responsibility.
2C. In following-up performance, prepare TWO feedback letters to your team members. You may
wish to use the names of two staff members mentioned in scenario.
2C. Based on the policies and procedures that you have written and using the TWO templates
provided below, prepare “TWO Feedback Letters” to follow-up on performance and to
encourage & reward for contributions. You should have consistency in both letters when
putting the dates and the performance issue.
Instructions for letter 1: Write a formal letter to your team because they did not reach the last
quarter sales targets. You may provide suggestions, advise, and gently remind them of
consequences for not meeting targets. (maximum 200 words)
<Date>
<Insert name>
<Insert position>
Instructions for letter 2: Write a letter appreciation and encouragement to your same sales team
because they have reached the sales targets this quarter of the year. You may provide motivation
and may reward them for reaching the sales targets. (maximum 200 words)
<Date>
Yours sincerely,
<Insert name>
<Designation>
TASK 3: Your TASK 3 as a manager is to facilitate teamwork within your departmental sales
team. To complete this task, you are required to perform TWO role-play sessions.
3A. The first role-play session is based on maintain an open communication process with your team
and to clarify the organisational policies and objectives.
3B. The second role-play session is based on supporting the team, identifying performance problems,
resolving problems and advising them on better work methods that you personally use.
ROLE-PLAY INSTRUCTIONS:
Pairs are required in this assessment. One learner will play the role of the team with performance
issues and you will play the role of the manager. To participate in the role-play, you will have to
prepare scripts for both roles. You will work on the role-script in electronic document and submit the
assessment in a hard copy. Your role-play partner will not be assessed for this task.
Provide formal and informal feedback on team performance. Your feedback must include (but not
limited to):
Introduction and Ice breakers (Greetings)
Informal suggestions and praise on team strengths
Team:
Review date:
Next review date:
Supervisor/Reviewer Name:
Your Signature:
TASK 4: Your final TASK as a manager is to liaise with various stakeholders of the
organisation. You will need to:
4A. Prepare a formal communication and liaison with organisational stakeholders such as top
management.
4B. Evaluate and take necessary corrective action using an Action Plan template regarding
unresolved issues and problems raised by the top manager.
4A. Using the template below, communicate with the top management by writing a formal letter
to the area manager of the store. Explain him/her about the individual and team performance
plans and also the performance results as mentioned in your-role play script. Also mention
how you are meeting the organisational goals. (Maximum 200 words)
Date:
Subject:
Dear Sir/John/Jane,
Regards,
Your Name:
Sign:
Position: Sales Team Manager
4B. Evaluate and take necessary corrective action using the Action Plan template below
regarding unresolved issues and problems raised by the top manager. The manager has
raised the following issues and problems to you.
Sales targets not being met by some team members
It will effect budget and operational costs for the store
Performance bonuses will also be affected
To meet the whole team targets for the next quarter
Month Tasks, goals and objectives for the month Deadline Responsible
Person
September - xxx
- yyy
- zzz
October -
November -
December -
Additional comments:
State your actions to address poor performance identified (at least 2 action
plans)
Explain your work methods and your contributions to the team as a leader
to influence them to work efficiently.
APPENDIX 1
Links to further resources, theory, guides and templates
APPENDIX 2
Attach both role-play scripts here.