Analysis of the BCG Matrix for OzCo

Running head: MANAGEMENT
Management
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Answer to Question 3
Analysis of the BCG Matrix for OzCo’s Three Business Divisions and Analysis of
Classification
The three major business divisions which constitutes of Small Vessels Division,
Medium Vessels Division and Repair and maintenance services. As per the BCG Matrix,
the first division of Small Vessels Division falls under the Stars segment which is the high
growth and the high share businesses or products. There are three major competitors of the
OzCo’s hand-built rowing boats in Australian economy, however, the company has been
capable of offering the lower-priced alternatives available for the customers which makes
them effective.
Moreover, the medium vessels Division falls under the category of the Cash Cows
Segment as it is the low growth and the high market share related aspect or division. Until
last year, the company’s medium vessels division has been able to generate the maximum
level of sales and profitability in the market that enhances the overall sales and growth
prospects of the company sustainably (Tse et al. 2019).
Lastly, the Repair and maintenance services falls under the Question Marks in the
business of OzCo Boats as they are the low share business units in the high growth markets.
The repair and maintenance division of the company serves the business as the final units
wherein the company is now deciding whether to continue with the respective option of
repairing the boats companies along with other parts of the boats which play a vital role in the
rowing of the boats successfully (Suksantilap, Leelasantitham and Glesner 2017).
Therefore, from the analysis of the BCG matrix of the OzCo Boat Company, it can be
seen that there are three major divisions of the company which plays various role in the

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business and some are of the huge importance than the others which are present in the
market.
Perceptual Mapping of OzCo Boat
Perceptual Mapping helps the companies in analysing the perception of the customers
regarding the products. The entire process of perception mapping assists in identifying the
thinking of the different customers regarding the different products which are sold by them. it
has been analyzed and surveyed that the different customers find the products of OzCo Boat
stylish and it improves the effectiveness of the products and services sustainably. The success
as well as profitability of the company mainly depends on the perceptions of the customers
and it helps in managing effectiveness.
Figure 1: Perceptual Mapping of OzCo Boats Company
(Source: Created by author)
As described by Prasetyo and Rahman (2018), it is highly essential for the companies
to understand the needs as well as preferences of the customers wherein they can apply the