BUS106 Marketing Principles

BUS106 Marketing Principles

Assessment Information

Subject Code:BUS106
Subject Name:Marketing Principles
Assessment Title:Individual Case Study Analysis
Length:1000 words (+/- 10% allowable range)
Weighting:40%
Total Marks:100
Submission:Online via Turnitin
Due Date:Week 13 (Monday 9th of October 2017, 15:55PM AEDT)
* Please remember the time difference between states

Assessment DescriptionBUS106 Marketing Principles

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:

Ventura Boats Case Study

Ventura Boats is a family?owned boat building business based in Coffs Harbour, New South Wales. Operating since1961, Ventura 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. Ventura 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, Ventura has no experience in overseas markets. Ventura 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, Ventura has a portfolio of products in decline In the Australian market.

More worryingly, much of Ventura’s manufacturing technology is outdated and the CEO has told Ventura’s staff recently that ‘there is about to be Australian government legislation to restrict the use of some of our boat types.’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, Ventura will not be able to make the technology changes fast enough before their current products become ‘illegal’ in Australia. This is not just affecting Ventura: 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 Ventura in order to acquire their market share, liquidate their assets and then close them down. Because of all of this, Ventura’s employees have low morale and significant staff departures are a risk (that is, Ventura’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 Ventura’s current products will be legal there for many years to come. More than

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

this, the growing economies of emerging nations are generating wealthy consumers who have a passion for luxury products.

Based on the case study information above you are to:

  1. Perform SWOT analysis of Ventura Boats
  1. Analyse the threats and opportunities you have discovered about Ventura Boats future.
  1. Based on the Ansoff’s Matrix and identified threats and opportunities, suggest a strategical alternative that Ventura 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 analysis document MUST follow a professional report structure:

Title Page

Table of Contents

SWOT Analysis

Threats and Opportunities 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

Students must submit their individual analysis via Turnitin on Monday 9th of October 2017, 15:55PM AEDT.

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 ofPenalty
days
1* – 9 days5% per day for each calendar day late deducted from the total marks
available
10 – 14 days50% deducted from the total marks available.
After 14 daysAssignments 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).
NoteNotwithstanding 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

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 Marketing Principles

Assessment Information

BUS106 Assessment Marking Rubric – Case Study Analysis 40%

CriteriaHD (High Distinction)DN (Distinction)CR (Credit)P (Pass)NN (Fail)
85%-100%75%-84%65%-74%50%-64%0%-49%
AnalysisYour analysis clearly andYour analysis stronglyYour analysis satisfactorilyYour analysis partially identifies andYour analysis does not
/40thoroughly identifies andidentifies and applies relevantidentifies and applies relevantapplies some relevant BUS106satisfactorily identify and apply
applies relevant BUS106BUS106 theories and conceptsBUS106 theories and conceptstheories and conceptsrelevant BUS106 theories and
theories and conceptsconcepts
SuggestionsFrom your comprehensiveFrom your comprehensiveFrom your comprehensiveYou have drawn some usefulYour market analysis lacked
/30market analysis, you havemarket analysis, you havemarket analysis, you have drawnsuggestions although a moredepth. This has impacted on the
drawn dynamic anddrawn convincing suggestionsmostly useful suggestionscomprehensive market analysisquality of your suggestions
convincing suggestionswould have been helpful
ReportCorrect grammar and spellingCorrect grammar and spellingMostly correct grammar andMostly correct grammar and spellingSpelling and/or grammar is
Formatthroughout the analysis withthroughout the analysis, withspelling used throughout, withused throughout, with consistentconsistently incorrect, impacting
no errorsthe occasional minor erroroccasional minor and/or majorminor and/or major errorson the flow and readability of your
/30error(s)analysis
Your analysis isThe format chosen for your analysis
professionally presented andYour analysis is professionallyis appropriate, but majorThe format chosen for your
have been submitted in anpresented and have beenThe format chosen for yourimprovements would enhance itsanalysis lacks thought and
entirely appropriate formatsubmitted in appropriateanalysis is appropriate but somepresentationconsideration for the intended
formatimprovements would enhance itsaudience
In-text referencing and thepresentationMostly correct in-text referencing
resultant reference list areIn-text referencing and theand a reference list with major errorsIn-text referencing and/or
correct, with no errorsresultant reference list areMostly correct in-text referencingreference list is mostly incorrect
correct, with only theand a reference list with minor
occasional minor errorerrors and the occasional major
error
Score
Out of 100
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.

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