Marketing Principals

Running Head: MANAGEMENT 0
MARKETING PRINCIPALS

MANAGEMENT `1
Table of Contents
Introduction................................................................................................................................2
Perceptual map of Customer Segments......................................................................................2
Industry Trends..........................................................................................................................3
SWOT Analysis.........................................................................................................................4
Ansoff Matrix.............................................................................................................................6
Recommendations......................................................................................................................6
References..................................................................................................................................8

MANAGEMENT `2
Introduction
In this globalized era, technological advancement is the key by which an organisation can
achieve competitive advantage in the industry with changing its old way of production and
adoption of new technologies (Armbruster et al, 2008). This will also helps the organisation
in its future sustainability and profitability for the long run. This report outlines the related
situation of a case study describing “OzCo Boats”, a boat-building organisation founded in
1961. As per the case study, the company is facing various difficulties due to its outdated
manufacturing, tight government regulations and no experience in overseas markets.
This report attempts to state customer segments with the help of perceptual mapping, relevant
industry trends, strength and weakness in the market, strategical alternatives and necessary
recommendations.
Perceptual map of Customer Segments
High Price
OzCo
Boats
Standardized Innovative
Low Price