BSBMKG608 - Adventure Case Study - Management Assignment Help

Asignment Task

Case Study – Adventure Case Study
Adventure Caravans is a family owned business in Melbourne. The company has been in operation for 30 years.
Mission To manufacturer quality family caravans to meet the needs of our target market. Everlasting family adventures and memories
are our number one priority.       
To be a responsible employer and provide our employees with a safe and secure working environment.      

Vision
To be recognised as the number one manufacturer and supplier of quality recreation and commercial caravan and campers in Australia.      

Organisational Chart
June and Barry Smith (Partners; Adventure Caravans)
Barry Smith: General Manager and Marketing 
June Smith: Administration and Finance  
Tony Smith (son): Design Manager
John Smith (son): Production and Quality Manager
Helen Smith (daughter): Human Resources
•    Mid-priced family caravans ranging from small pop tops to 23ft semi off-road units. 
•    Prices range from $30,000 to $70,000. 
•    The company sells around 200 caravans per year.  
•    The quality of the caravans is very good – the company reinforced it builds mid-market range products and the quality is at the upper end for its market segment. 
•    Adventure Caravans sells 90% of its caravan from its factory direct. The remaining sales are from non-dedication resellers in other states. These resellers also act as warranty and service agents.
•    Over many years, Adventure Caravans has operated at a profit and provided a good return to its owners.  
•    Most of Adventure Caravan’s promotions comes from caravan and camping shows, plus adverts, and advertorial in industry publications. 
•    Adventure Caravans undertakes inhouse warranty work and some major repairs and modifications to their brand caravans.  

Industry Information
In Australia there are over 130 caravan manufacturers. Other companies are also flat packing caravans from overseas and assembling them in Australia.

Market Trends
In the past 2 years, several caravan manufacturers have closed due to an oversupply of production in the industry. Well known and long-established builders are still operating.  However, the increase of flat pack vans could be a threat to the local industry in the long term.  

Market Forecasts
Industry forecasts show the market for caravans is expected to grow for the next 10 years.  
 
Instructions – The Brief
The owners of Adventure Caravan have contacted several Marketing Consultancy businesses to prepare a strategic marketing plan setting out marketing objectives for the business over the next 3 years.
You are required to take the role of a marketing consultant – and prepare a strategic marketing plan for Adventure Caravans – your assessor will take the role of the Adventure Caravans owner. 

This is a written report containing all the below sections 1-4.
(Note: this is not a Marketing Plan – it is a Strategic Plan to take the company forward for 0the next 3 years. No more than about 15% of the plan should be about the past and today. The PEST analysis needs to focus on future issues. The SWOT analysis need to focus on the planning gap.)
Students are encouraged to use the templates/ forms supplied in the report.
Report Submission Standards:
1.    Professional business report format: Table of Contents, Executive Summary, Main Contents, Conclusion etc.
2.    Font (size 11 or 12, Times New Roman, Calibri, Arial)
3.    No significant spelling and grammar errors
4.    Word limits: 2500-3000 Words
5.    Header: Unit Code, Unit Name and Task Name
6.    Footer: Student Name/ ID and page number
7.    Appendix: list all information resources and references

Section 1 - Identify Strategic Direction
a.    Detail Adventure Caravans’ organisational mission, vision, purpose and values from current organisational materials or from owners, directors or senior management.
b.    Analyse Adventure Caravans’ strategic organisational documents to identify organisational directions and targets.
c.    Complete a situational analysis identifying factors impacting the direction and performance of Adventure Caravan.
d.    Identification of legal and ethical requirements for Adventure Caravan.
e.    Document and confirm the strategic direction of the Adventure Caravan with the owners, directors or senior management, and identify its impact on marketing activities.
You will be observed gathering information from a range of sources to plan and develop the policy. Sources may include business website, colleagues, consultants, regulators, industry associations, legislation and compliance requirements. You must participate in discussions to elicit the views of others. 

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