Assessment 3 Information
Subject Code: BUS106
Subject Name: Marketing Principles
Assessment Title: Individual Case Study Analysis
Assessment Type: Length: Written Analysis
1000 words (+/- 10% allowable range)
Due Date: Week 13
Individually, you are required to analyse the given case study, conduct external research and create a report that includes your responses to the four tasks listed below the case study.
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.
Step 1: Read the following case study carefully:
Koala Boats Company Case Study
Koala Boats Company (KBC) is a family-owned boat building and repairing business based in Coffs Harbour, New South Wales. Operating since 1961, KBC designs builds and repairs many kinds of luxury and recreational boats. They operate three distinct business divisions. Their ‘small vessels’ division creates a line of hand-built rowing boats, canoes and sailboats, which are sold to consumers who personally use them for racing, fishing or other recreational purposes. The maximum competition KBC faces in Australia is in this segment as there are at least three other companies that have grown substantially in the last few decades and pushed KBC’s market share down. They have been able to achieve this primarily by offering lower-priced alternatives (by importing cheaper inputs, using technology-intensive methods of production or offshoring production completely). KBC, on the other hand, takes pride in supporting its Australian suppliers and the Australian workforce by keeping manufacturing local.
KBC’s second business division manufactures ‘medium vessels’ that are luxurious and expensive, such as cruisers and catamarans. These boats too are mainly sold to end-users, but a few of KBC’s customers are tourism and hospitality businesses that lease out the rooms or boats to an elite clientele. Historically, this is KBC’s oldest division and was its primary focus and revenue driver until the year 2000, when the ‘small vessels’ division was launched. Even now, over 50% of KBC’s revenues come from this division and KBC is the market leader in this category by a huge margin. It has been KBC’s conscious decision to stay ahead of the technological curve by continually innovating and using newer materials to improve the longevity and reduce the costs of their boats. In Australia, KBC was the initiator of using fibreglass instead of traditional materials, such as wood and steel, for boat making. Lately, KBC has been spearheading the move to advanced material such as Kevlar and carbon fibre. Of course, these advancements come at a high cost, which KBC has been able to pass on to the consumers in this category.
‘Repair and maintenance services’ constitutes their third business division, and it serves businesses as well as final users. Questions have been raised in past business meetings about whether KBC should focus on boat building, rather than repairing, as the latter is mostly labour intensive and wage rates in the country are quite high. Thus, this doesn’t allow for huge profit margins. While only about 20% of KBC’s income is generated from this division, the decision was made to continue it as it contributes to increased customer satisfaction. KBC is the only big manufacturer offering these services in a market that is otherwise unorganised and scattered over numerous small repair businesses.
Till 2010, this Australian industry was in its growth stage, with more and more of the population entering upper-middle and upper classes while working a smaller number of hours weekly. More and more people were turning to water-based recreational activities and owning a boat became a prestige symbol. Though this decade did not bring substantial growth for KBC, until 2015, KBC was enjoying decent profits. It had managed to build up strong reserves of cash and keep its employees extremely satisfied by paying them well above the industry standards. Thanks to this, KBC’s employees have been immensely loyal for decades and KBC attracts the best talent from the nation.
However, the last few years have not been too kind to the Australian economy. Unemployment is on the rise with some manufacturing moving offshore, and many industries are experiencing recession (especially the mining, construction and automobiles industries). The service industries of tourism, hospitality, arts and recreation, and education have been faring better. These sectors have been able to experience growth mostly due to foreign income being spent in Australia. Other sectors such as defence and health, which are largely driven by government spending, have also been stable. The Australian households haven’t been experiencing healthy wage or wealth gains and their purchasing power, on the whole, is decreasing. Though the government is trying out various means to revive the economy, it warns that the next few years will be tough. As a result, consumers’ preferences have continually shifted from luxury and more expensive products to basic and less expensive ones. Due to the gloomy economic outlook, consumers have even tended to postpone purchases of consumer durables, preferring to restore or refurbish them instead.
Though some neighbouring emerging economies show the promise of growth, KBC’s boats are not competitive in those markets due to high production costs and unsuitable foreign exchange rates. The consumers in those countries are price sensitive and local producers there already enjoy the advantages of low costs, established marketing channels and favourable brand reputation.
Step 2: Complete the following tasks:
A. Create a perceptual map for anyone of KBC’s products. Apart from showing KBC’s positioning, use external research to plot two other actual companies’ boats on the same perceptual map. Include a short write up (100 words) explaining your logic.
B. Perform the SWOT analysis for KBC. List all the relevant points from the case in the correct category. No further explanations are required. (200 words)
C. Create a BCG matrix for KBC’s three business divisions and follow it up with a short write up (200 words) explaining your classification.
D. Using the Ansoff matrix, discuss the four strategic alternatives that KBC has. Evaluate the suitability/unsuitability of each and recommend ONE best alternative that you think KBC should pursue now and explore how they could go about it. Provide reasons for your choice and use credible external research to support your recommendations. (500 words)
Step 3: Present your responses to the above in a professional report structure with the following headings:
Table of Contents
Perceptual Map for KBC (100 words)
SWOT Analysis for KBC (200 words)
BCG Matrix for KBC (200 words)
Strategic Alternatives’ Analysis & Recommendations for KBC (500 words) Reference List (you must apply the Kaplan Harvard Referencing Style)
In preparing your report, you will need to use at least 5 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.
This file must be submitted as a ‘Word’ file 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 an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot 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 the 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/documents/assessment-policy
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.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties? How can I appeal my grade?
Click here for answers to these questions:
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
BUS106 Assessment Marking Rubric – Individual Case Study Analysis 40%
Criteria F (Fail)
0 – 49% P (Pass) 50 – 64% C (Credit) 65 – 74% D (Distinction) 75 – 84% HD (High Distinction) 85 – 100%
Your report indicates poor understanding or application of relevant marketing concepts. Your report indicates only a basic understanding or
application of relevant marketing concepts. Your report indicates good understanding or application of relevant marketing concepts. Your report indicates a strong understanding or application of most relevant marketing concepts. Your report indicates a thorough understanding or application of all relevant marketing concepts.
__/20 marks Your company and market analysis lacks depth. Your company and market analysis could have been more comprehensive. Your company and market analysis are comprehensive. Your company and market analysis are insightful and comprehensive. Your company and market analysis are impressive and comprehensive.
__/10 marks Your research may be superficial. Your research may be very basic. Your research may bring out the salient points. Your research may be in-depth. Your research may be thorough.
__/20 marks The quality of your recommendations may be poor. You may have made some useful recommendations. You may have made mostly useful recommendations. You may have made useful and persuasive recommendations. You may have made dynamic and convincing recommendations.
__/10 marks The format chosen for your
report may lack thought and consideration for the intended audience. The format chosen for your report may be appropriate, but major improvements would enhance its presentation. The format chosen for your report may appropriate, but some improvements would
enhance its presentation.
The report may be professionally presented and in an appropriate format.
The report may be professionally presented and in an entirely appropriate format.
__/10 marks Spelling and/or grammar is consistently incorrect,
impacting on the flow and readability of your analysis. Mostly correct grammar and spelling used throughout, with consistent minor and/or major errors. Mostly correct grammar and spelling used throughout, with
occasional minor and/or major error(s). Correct grammar and spelling throughout the analysis, with the occasional minor error. Correct grammar and spelling throughout the analysis with no errors.
__/100 In-text referencing and/or reference list is mostly incorrect or non-existent. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with major errors. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing
Style, with minor errors throughout and the occasional major error. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing
Style, with only the occasional minor error. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with no errors.
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