BUS106 Introduction to Marketing Principles

Your task

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.

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.

Step 1: Complete the following tasks:

1. Create a perceptual map for any of OzCo’s products. Apart from showing OzCo’s positioning, use external research to plot two other actual companies’ boats on the same perceptual map. Include a short write up explaining your logic.

2. Perform the SWOT analysis for OzCo Boats. List all the relevant points from the case in the correct category. No further explanations are required. 

3. Create a BCG matrix for OzCo’s three business divisions and follow it up with a short write up explaining your classification. 

4. Using the Ansoff matrix, discuss the four strategic alternatives that OzCo has. Evaluate the suitability/unsuitability of each and recommend ONE best alternative that you think OzCo Boats 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. 

Step 2: Present your responses to the above in a professional report structure with the following headings:

Title Page

Table of Contents

Perceptual Map for OzCo 

SWOT Analysis for OzCo 

BCG Matrix for OzCo 

Strategic Alternatives’ Analysis & Recommendations for OzCo

Reference List (you must apply the Harvard Referencing Style)

In preparing your report, 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