BUS106 Subject Name: Marketing Principles, Case Study Analysis

Assessment 3 Information
Subject Code: BUS106
Subject Name: Marketing Principles
Assessment Title:
Length:
Individual Case Study Analysis
1000 words (+/- 10% allowable range)
Weighting: 40%
Total Marks:
Submission:
40
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More worryingly, much of OzCo’s manufacturing technology is outdated and the CEO has told OzCo’s staff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.
Assessment Information
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.
Based on the case study information above you are to:
a. Perform the SWOT analysis of OzCo Boats
b. Analyse the threats and opportunities you have discovered in the SWOT analysis.
c. 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:
Assignment Coversheet (Signed)
Title Page
Table of Contents
SWOT Analysis
Threats and Opportunities Analysis
Recommendations
Reference List (you must apply Harvard Referencing Style)

Assessment Information
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.
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
days
Penalty
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-SCform-and-Med-Cert_final.pdf
Assessment Information
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.
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 https://www.essaybishop.com/write-my-essay/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.
BUS106 Assessment Marking Rubric – Individual Case Study Analysis 40%
Criteria NN (Fail)
0 – 49
P (Pass)
50 – 64
CR (Credit)
65 – 74
DN (Distinction)
75 – 84
HD (High Distinction)
85 – 100
Analysis Your analysis does not satisfactorily identify and
apply relevant BUS106
theories and concepts.
Your analysis partially
identifies and applies
some relevant BUS106
theories and concepts.
Your analysis satisfactorily
identifies and applies
relevant BUS106 theories
and concepts.
Your analysis strongly
identifies and applies relevant
BUS106 theories and
concepts.
Your analysis clearly and
thoroughly identifies and
applies relevant BUS106
theories and concepts.
Suggestions Your market analysis lacked depth. This has
impacted on the quality of
your suggestions.
You have drawn some
useful suggestions
although a more
comprehensive market
analysis would have been
helpful.
From your comprehensive
market analysis, you have
drawn mostly useful
suggestions.
From your comprehensive
market analysis, you have
drawn convincing suggestions.
From your comprehensive
market analysis, you have
drawn dynamic and
convincing suggestions.
Report
Format
Spelling and/or grammar
is consistently incorrect,
impacting on the flow and
readability of your
analysis.
The format chosen for
your analysis lacks
thought and consideration
for the intended audience.
In-text referencing and/or
reference list is mostly
incorrect.
Mostly correct grammar
and spelling used
throughout, with consistent
minor and/or major errors.
The format chosen for your
analysis is appropriate, but
major improvements would
enhance its presentation.
Mostly correct in-text
referencing and a
reference list with major
errors.
Mostly correct grammar and
spelling used throughout,
with occasional minor and/or
major error(s).
The format chosen for your
analysis is appropriate but
some improvements would
enhance its presentation.
Mostly correct in-text
referencing and a reference
list with minor errors and the
occasional major error.
Correct grammar and spelling
throughout the analysis, with
the occasional minor error.
Your analysis is professionally
presented and have been
submitted in appropriate
format.
In-text referencing and the
resultant reference list are
correct, with only the
occasional minor error.
Correct grammar and
spelling throughout the
analysis with no errors.
Your analysis is
professionally presented and
have been submitted in an
entirely appropriate format.
In-text referencing and the
resultant reference list are
correct, with no errors.
Feedback and Grades will be released via Turnitin