18961 version 2

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Use image to market a road transport operation

Level / 5
Credits / 8

PurposeThis unit standard is for people in management positions in the road transport industry, and is applicable to both goods and passenger services.

People credited with this unit standard are able to: determine desired market position for a road transport operation; assess a road transport operation’s current presentation against the desired market position; analyse benefits and costs of desired changes to presentation of a road transport operation; and produce an implementation plan for changes to presentation of a road transport operation.

Subfield / Commercial Road Transport
Domain / Road Transport Management
Status / Registered
Status date / 25 June 2007
Date version published / 25 June 2007
Planned review date / 31 December 2012
Entry information / Open.
Accreditation / Evaluation of documentation and visit by NZQA and industry.
Standard setting body (SSB) / NZ Motor Industry Training Organisation (Incorporated)
Accreditation and Moderation Action Plan (AMAP) reference / 0092

This AMAP can be accessed at

Special notes

1A road transport operation may form part of an organisation’s activities or it may constitute a complete organisation.

2This unit standard may be assessed against in a real or simulated situation.

3Desired market image for a road transport operation may include: safe, timely, responsible, competitive, environmentally friendly, professional.

Elements and performance criteria

Element 1

Determine desired market position for a road transport operation.

Performance criteria

1.1Services provided by the road transport operation and the external market are analysed to identify strengths, weaknesses, opportunities, and threats (SWOT).

1.2The resources, facilities, and finances of the operation are assessed for the operation’s ability to develop opportunities identified.

1.3The strengths and opportunities are compared to identify the actual and/or potential competitive advantage the operation may have over its competitors.

1.4The market position chosen is consistent with the SWOT analysis, the ability of the operation to provide the desired services, and the operation’s actual and/or potential competitive advantage.

Element 2

Assess a road transport operation’s current presentation against the desired market position.

Performance criteria

2.1The visual presentation of the operation is assessed for compatibility with the desired market position and any differences identified.

Rangevehicles, printed materials, premises, staff.

2.2The verbal image of the operation is assessed for compatibility with the desired market position and any differences identified.

Rangecustomer contact at operation’s premises, customer contact away from operation’s premises, language.

2.3The perceived credibility of the operation is assessed for compatibility with the desired market position and any differences identified.

Rangemedia image, financial image, organisational culture.

2.4The differences between the operation’s current presentation and the desired market image are reviewed to develop a list of desired changes in order to meet desired market image.

Element 3

Analyse benefits and costs of desired changes to presentation of a road transport operation.

Performance criteria

3.1The costs of undertaking the changes to the visual image of the operation including any costs of professional services and repeat costs, are analysed.

Rangechanges may include but are not limited to – logo and/or slogan, vehicle livery, uniforms and/or corporate wardrobe, printed material, premises.

3.2The benefits to the operation of making the changes to the visual image of the operation are estimated for a five-year forward time-span.

Rangechanges may include but are not limited to – logo and/or slogan, vehicle livery, uniforms and/or corporate wardrobe, printed material, premises.

3.3The costs and benefits identified are compared with the operation’s financial position and proposed budget for image marketing.

Element 4

Produce an implementation plan for changes to presentation of a road transport operation.

Performance criteria

4.1The mix of changes recommended is consistent with the analysis of desired market image, evaluation of current market image, the benefit/cost analysis, and the operational budget.

4.2Sequence of actions is determined in accordance with operational requirements and management priorities, and is logical and practical to implement.

4.3Use of external services is scheduled in accordance with management requirements regarding disruption to ongoing services and is consistent with operational budget.

4.4Implementation plan includes processes for motivating and training staff for any changes to operational procedures.

Rangemay include but is not limited to – customer contact, language, organisational culture, service commitments, payment and/or credit policies.

Please note

Providers must be accredited by NZQA, or an inter-institutional body with delegated authority for quality assurance, before they can report credits from assessment against unit standards or deliver courses of study leading to that assessment.

Industry Training Organisations must be accredited by NZQA before they can register credits from assessment against unit standards.

Accredited providers and Industry Training Organisations assessing against unit standards must engage with the moderation system that applies to those standards.

Accreditation requirements and an outline of the moderation system that applies to this standard are outlined in the Accreditation and Moderation Action Plan (AMAP). The AMAP also includes useful information about special requirements for organisations wishing to develop education and training programmes, such as minimum qualifications for tutors and assessors, and special resource requirements.

Comments on this unit standard

Please contact NZ Motor Industry Training Organisation (Incorporated) if you wish to suggest changes to the content of this unit standard.

 New Zealand Qualifications Authority 2018