Marketing principles

Subject Name: Marketing Principles Assessment Title: Length: Individual Case Study Analysis 1000 words (+/- 10% allowable range)


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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 More worryingly, much of OzCo’s manufacturing technology is outdated and the CEO has told OzCo’s staff recently that ‘there is about to be Australian government legislation to restrict the use of some of our boat types.’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. 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)


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