The purpose of this assignment

Updated by Dr Geoffrey Chow, March 2018 1
Melbourne Institute of Technology Pty Ltd
CRICOS Provider No: 01545C, 03245K NSW

Assessment Details and Submission Guidelines
Unit Code:	BM312
Unit Title:	Entrepreneurship
Assessment Type:	Individual Assignment
Assessment Title:	Case Study Analysis
Unit Learning Outcomes covered in this assessment	The purpose of this assignment is to assess the following Learning Outcomes: a. Define and explain the concepts of entrepreneurship b. Analyse opportunities and apply these principles to decision making c. Review and evaluate opportunities and create innovative plans in the real world d. Communicate new ideas and plans clearly
Weight:	10%
Total Marks:	10 marks (scale to 10 marks)
Word limit	1,500 words
Due Date:	Week 7
Submission Guidelines:	x All work must be submitted via Turnitin by the due date along with a completed Assignment Cover Page. x The assignment must be in Ms Word format, 1.5 spacing, 11-pt Calibri (Body) font and 2 cm margins on all four sides of your page with appropriate section headings. x Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using APA referencing style.
Extension	x If an extension of time to submit work is required, a Special Consideration Application must be submitted directly to the School’s Administration Officer, in Melbourne on Level 6 or in Sydney on Level 7. You must submit this application three working days prior to the due date of the assignment. Further information is available at: https://ift.tt/2JPj4MM procedures-and-guidelines/specialconsiderationdeferment

Updated by Dr Geoffrey Chow, March 2018 2
Assessment details: Case Study Analysis Report
You are required to critically analyse the Bennetts Boots case given below. You are encouraged to use the
“Case Analysis Guidelines” provided on Moodle. Your report submission should be written in a Business
Report Format and submitted via Moodle.
BENNETTS BOOTS
Boom and bust
It was 2005 when Melbournian Amanda Bennett came up with a new business idea. After continually being
disappointed that new fashion boots would not fin her wider calves she wondered if other women suffered the
same lack of choice. Amana undertook some market research and discovered that 62 per cent of the women
she researched shared her frustration. They could not buy boots to fit. A gap in the market existed and so
Amanda set about creating a company to design, manufacture and sell to this niche market-women wanting
wider boots in fashionable style.
Amanda had previous experience working in China and was confident that she understood the local customs
there. China also had the right price and the right capabilities to manufacture footwear, so the newly created
Bennetts Boots hired a Chinese-based manufacturing manager and began production in China. Its first range
of boots was a huge success with customers, so much so that Bennetts could not keep up with the demand. In
2010, freshly opened Bennetts store in Melbourne sold AUD$700,000 worth of boots in just six weeks. Bennett
says of this time that ‘for every pair of boots we were selling, we could have sold two more pairs (Hendy, 2014);
customers were even prepared to wait 12 weeks for a pair. Delighted and overwhelmed with orders and eager
to establish themselves in this niche market, Bennett and her husband mortgaged their home in order to
finance a larger shipment of stock from China.
In 2011 the market was hot and demand was high for a pair of Bennetts boots. Amanda had identified and
unmet need and major retailers clamoured for stock. Stores eagerly awaited the arrival of new provisions but
the quality of the new stock, when it arrived from China, shocked Amanda and began a downward spiral that
ended in the company’s liquidation. Expensive zips that had been supplied for the new boots had been replaced
with cheap imitations, the boot leather was of an inferior quality and the boots were poorly stitched. Out of
one consignment, 80 per cent of the boots supplied were identified unsaleable.
Now in heavy debt and having no boots to sell (approximately $1 million dollars) Bennetts Boots continued to
look at alternatives such as manufacturing in other regions and using different suppliers. It struggled on for a
few more years but without any real success. After four years of cash flow challenges and manufacturing
problems the company was unable to recover and closed in May 2014 (Hendy, 2014).
Amanda Bennett attributed the decline in the quality of the production of her boots to cultural differences with
China (Hendy, 2014). She believes the drop in the quality resulted from a strategy common to Chinese
manufactures where the first shipment arrives at expected standards the quality drops off as manufactures
seek to recoup costs and profit.
The supplier’s concern for improving their own margins conflicted with Bennett’s concerns for her company’s
brand image and sustainable business development.
Issues with product supply were certainly significant problems experienced by Bennetts Boots but its business
model had other challenges. Boots are a seasonal product, which meant that, to be profitable, Bennetts was
faced with several difficulties. Should it have invested its time are meagre funds into diversifying its product
range? This was very difficult without a reliable supplier and with limited cash flow. What about the investment
Updated by Dr Geoffrey Chow, March 2018 3
in brick and mortar stores? This gave the brand a presence and an opportunity to be seen and experienced by
unfamiliar customers, but while it focused on paying rent (another drain on cash flow) customers in other
regions of the globe were neglected due to the lack of managing an online presence.
*****
In the critical analysis of the case BENNETTS BOOTS, students should include the following:
1. The entrepreneurial characteristics of Amanda Bennett as she built her innovative business.
2. The key tests of new idea/innovation that created the problems in the company.
3. The actions that could have been taken, if anything, to prevent these problems.
4. The managerial lessons arise from this failed innovation.
5. If you were starting up an innovative garment business, how would you preclude such instances of
supply problems?
[Source: Danny Samson and Marianne Gloet (2016), Innovation and Entrepreneurship: Creating New Value,
Oxford University Press, Australia].
Case Analysis report:
x The word limit is 1,500 words and this should be strictly adhered to.
x This should be written in a business report format (see below).
x Pay attention to spelling, grammar and presentation, as this will impact your mark.
x Minimum of 5 external references are to be included to demonstrate your research.
Report requirements:
x Title page
x Executive summary
x Table of contents
x Section numbers and headings
x Conclusion
x Recommendations
x APA referencing & reference list
Updated by Dr Geoffrey Chow, March 2018 4
BM312 Entrepreneurship
Marking guide: Case Study Analysis Report (10%)
Student Name: ___________________________ Student ID: __________________

Criteria	Possible Marks	Marks Allocated
Addresses the requirements of the report ¾ completeness of tasks as specified in the assessment details ¾ accuracy and thoroughness of critical analysis ¾ use of appropriately labelled graphs/tables/charts/diagrams where applicable Comments:	40%
Structure and clarity of the report/assignment ¾ strong introductory paragraph ¾ logical flow of ideas and arguments ¾ appropriate use of paragraphs and headings to explain and discuss ideas ¾ appropriate concluding paragraph ¾ recommendations Comments:	40%
Written communication skills ¾ formatting ¾ spelling/grammar/proof reading ¾ appropriate use of in-text referencing/references list; appropriate number of references; and quality of information sources ¾ appropriate use of appendices Comments:	20%
Total	100%

Updated by Dr Geoffrey Chow, March 2018 5

Other Comments (if any) Assessor:

Date:

 

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