Assessment 3 Information

Subject Code: BUS106

Subject Name: Marketing Principles
Assessment Title: Individual Case Study Analysis
Length: 1000 words (+/- 10% allowable range)
Weighting: 40%
Total Marks: 40
Submission: Online via Turnitin
Due Date: Week 13

Assessment Description
.

The purpose of this individual case study analysis is to further your skills in applying relevant
marketing analysis tools. It will also test your ability to identify a range of marketing problems and
propose strategical solutions. This will enable you to apply marketing theories and concepts to a “real
world” business case. Your first task is to read the following case study:

OzCo Boats Case Study

OzCo Boats is a family‐owned boat building business based in Coffs Harbour, New South Wales. Operating
since1961, OzCo designs and builds high quality, small- sized, luxury boats that are made in traditional hand-
built ways from traditional materials. Until now the business has prospered and it has built up strong reserves
of cash. OzCo sell their boats to boat‐yards and also direct to consumers in Australia. However, the Australian
domestic market is shrinking and more and more substitutes are becoming available.
In contrast, there is fast market growth overseas where trading partners are available but, despite being the
category market leader in Australia, OzCo has no experience in overseas markets. OzCo has always relied on
traditional methods and materials to build its boats; this was fine in the 1960s, 70s and 80s but in recent
decades there has been a move to newer and more efficient technologies both in materials and manufacturing
processes. With no new models for decades, OzCo has a portfolio of products in decline In the Australian
market.
More worryingly, much of OzCo’s manufacturing technology is outdated and the CEO has told OzCo’s staff
recently that ‘there is about to be Australian government legislation to restrict the use of some of our boat
types.’ Despite having experienced and industry –respected staff, OzCo will not be able to make the technology
changes fast enough before their current products become ‘illegal’ in Australia. This is not just affecting OzCo:
other traditional boat‐builders in Australia face possible ruin too.
Indeed, some of the larger and more technologically advanced boat‐builders are now looking to buy out their
smaller competitors such as OzCo in order to acquire their market share, liquidate their assets and then close
them down. Because of all of this, OzCo’s employees have low morale and significant staff departures are a
risk (that is, OzCo’s best employees are likely to leave for other jobs if things don't improve). On the brighter
side, overseas governments place fewer restrictions on the use of traditional boats and OzCo’s current
products will be legal there for many years to come. More than this, the growing economies of emerging nations
are generating wealthy consumers who have a passion for luxury products.

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.

Assessment Information
 Based on the case study information above you are to:
a. Provide a perceptual mapping of OzCo’s customer segments
b. Use IBISWorld and provide an insight from the industry trends
c. Perform the SWOT analysis of OzCo Boats
d. Analyse the threats and opportunities you have discovered in the SWOT analysis.
e. Based on the Ansoff’s Matrix and identified threats and opportunities, suggest a strategical
alternative that OzCo Boats should pursue in the future. Provide reasons for your answer and
support your recommendations with credible sources of information.

In preparing your recommendations, you will need to reference at least 5 sources of information.
These may include corporate websites, government publications, industry reports, census data,
journal articles, newspaper articles, and textbook material.

Your case study analysis MUST follow a professional report structure:

Title Page
Table of Contents
Perceptual map of Customer Segments
Industry Trends
SWOT Analysis
Threats & Opportunities Analysis
Strategical alternative Analysis & Recommendations
Reference List (you must apply Harvard Referencing Style)

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.

Assessment Information
Assignment Submission

This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur
from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate
submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you
must contact your lecturer via email and provide a brief description of the issue and a screen shot
of the Turnitin error message.

You are also encouraged to submit your work well in advance of the deadline to avoid any possible
delay with the Turnitin similarity report or any other technical difficulties that may occur

Late assignment submission penalties

Penalties will be imposed on late assignment submissions in accordance with Kaplan Business
School “late assignment submission penalties” policy.
Number of Penalty
days
1* - 9 days 5% per day for each calendar day late deducted from the total marks
available
10 - 14 days 50% deducted from the total marks available.

After 14 days Assignments that are submitted more than 14 calendar days after the
due date will not be accepted and the student will receive a mark of zero
for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given
a mark of zero if they are submitted after assignments have been
returned to students

*Assignments submitted at any stage within the first 24 hours after deadline will be considered to be one
day late and therefore subject to the associated penalty

For more information please read the full policy via

https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-
form-and-Med-Cert_final.pdf

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.

Assessment Information
 Important Study Information

Academic Integrity Policy

KBS values academic integrity. All students must understand the meaning and consequences of
cheating, plagiarism and other academic offences under the Academic Integrity and Conduct
Policy.

For details on academic integrity policies and penalties, the reassessment process, and the
appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/.

Word Limits for Written Assessments

Submissions that exceed the word count by more than 10% will cease to be marked from the
point at which that limit is exceeded.

Study Assistance
Students may seek study assistance from their local Academic Success Centre representative
or refer to the study help on the MyKBS Academic Success Centre page. You can find this by
clicking on the top page toolbar:

My Services>Academic Success Centre>Study Support Resources

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.

Assessment Information
 BUS106 Assessment Marking Rubric – Individual Case Study Analysis 40%
Criteria NN (Fail) P (Pass) CR (Credit) DN (Distinction) HD (High Distinction)
0 - 49 50 - 64 65 - 74 75 - 84 85 - 100

Analysis Your analysis does not Your analysis partially Your analysis satisfactorily Your analysis strongly Your analysis clearly and
satisfactorily identify and identifies and applies identifies and applies identifies and applies relevant thoroughly identifies and
apply relevant BUS106 some relevant BUS106 relevant BUS106 theories BUS106 theories and applies relevant BUS106
theories and concepts. theories and concepts. and concepts. concepts. theories and concepts.

Suggestions Your market analysis You have drawn some From your comprehensive From your comprehensive From your comprehensive
lacked depth. This has useful suggestions market analysis, you have market analysis, you have market analysis, you have
impacted on the quality of although a more drawn mostly useful drawn convincing suggestions. drawn dynamic and
your suggestions. comprehensive market suggestions. convincing suggestions.
analysis would have been
helpful.

Report Spelling and/or grammar
Format is consistently incorrect,
impacting on the flow and
readability of your
analysis.
Mostly correct grammar Mostly correct grammar and Correct grammar and spelling Correct grammar and
and spelling used spelling used throughout, throughout the analysis, with spelling throughout the
throughout, with consistent with occasional minor and/or the occasional minor error. analysis with no errors.
minor and/or major errors. major error(s).

The format chosen for The format chosen for your The format chosen for your Your analysis is professionally Your analysis is
your analysis lacks analysis is appropriate, but analysis is appropriate but presented and have been professionally presented and
thought and consideration major improvements would some improvements would submitted in appropriate have been submitted in an
for the intended audience. enhance its presentation. enhance its presentation. format. entirely appropriate format.

In-text referencing and/or Mostly correct in-text Mostly correct in-text In-text referencing and the In-text referencing and the
reference list is mostly referencing and a referencing and a reference resultant reference list are resultant reference list are
incorrect. reference list with major list with minor errors and the correct, with only the correct, with no errors.
errors. occasional major error. occasional minor error.

Feedback and Grades will be released via Turnitin

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.