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 handbuilt 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 More worryingly, much of OzCos manufacturing technology is outdated and the CEO has told OzCos staff recently that there is about to be Australian government legislation to restrict the use of some of our boat types.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, OzCos employees have low morale and significant staff departures are a risk (that is, OzCos 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 OzCos 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. Provide a perceptual mapping of OzCos 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 Ansoffs 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) 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 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. 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

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