Marketing Analysis Report for OzCo: Strategies and Recommendations

This report provides a comprehensive marketing analysis of OzCo, focusing on its internal and external environments. It begins with an introduction to marketing analysis and the tools used, such as SWOT. The report then delves into OzCo's strengths (traditional methods), weaknesses (technological limitations), opportunities (cost leadership and partnerships), and threats (competition and government restrictions). A perceptual consumer map is included to visualize market positioning. The report also discusses threats and opportunities in detail. Based on the analysis, the report recommends the adoption of the Ansoff Matrix, specifically market penetration and diversification strategies, to mitigate threats and capitalize on opportunities. The conclusion summarizes the findings and reiterates the importance of adapting to market changes. References to support the analysis are also provided. This report is designed to provide a detailed overview of the marketing analysis process and how it applies to a specific case study.

Marketing Analysis

MARKETING ANALYSIS 1
Contents
Introduction...........................................................................................................................................2
Perceptual Consumer Map.....................................................................................................................2
...............................................................................................................................................................2
...............................................................................................................................................................2
SWOT Analysis.....................................................................................................................................2
Threat and Opportunity.........................................................................................................................3
Recommendations.................................................................................................................................4
Conclusion.............................................................................................................................................5
References.............................................................................................................................................7

MARKETING ANALYSIS 2
Introduction
Marketing analysis is a business plan which contains all the information related to the
operation market of the company. The company develops its strategies in order to achieve the
success in the future (Doz, 2017). The company has to analyse the market before developing
the strategies by using the marketing analysis tool. There are many tools of marketing
analysis which is used by the companies to analyse the market environment such as SWOT,
PESTLE and the many others (Hill, 2017). In this report, the case study of OzCo’s has been
taken to analyse the internal and external environment.
Perceptual Consumer Map
Modern Method
Traditional Method
(Source: By Author)
SWOT Analysis
Strength Analysis
Modern
Method
Traditional
Method
Less Risk High Risk
OzCo’s

MARKETING ANALYSIS 3
It has been seen that the traditional methods and material to build their boats are the main
strength of the company due to which the company achieved success in the market. As the
technology developed, the other overseas companies change their boats as per the technology.
But it is founded that the OzCo is the only company which have the features of traditional
boats. There are many consumers attract towards the traditional items.
Weakness Analysis
It has been analysed that the company is not able to make the changes in the technology as
per developing technology. The company also has less support in the terms of cash reserves
due to which it face the issues.
Opportunity Analysis
The company has the opportunity to adopt the new technologies with the cost leadership
strategies. It can be said that the company has the opportunity to expand the business by
combining with the other company in the terms of partnership.
Threat Analysis
It is observed that the company has the high degree of threat of competitors due to traditional
methods and material. The company also has the threat of government restriction for the
future survival (Bull, et. al, 2016).
Threat and Opportunity
Threat
As the above discussion, it has been founded that the company has high level of threat due to
its weaknesses. It has been seen that the company will not change its boats because of lack of
cash to adopt the new technology. The other threat of the company is government

MARKETING ANALYSIS 4
interference because the government put the restrictions on the traditional boats of the
company. It is a risk for the riders to visit the traditional boats because sometimes due to
heavy rainfall and the other environmental issues these boats cannot be able to handle it.
Opportunity
As discussed above, the company has less experienced in advance technology which reflects
that it has to adopt the new technology. It is observed that the company has to adopt the new
technology with the cost leadership strategy so that it can expand the business at the
international level. The government stop putting the restriction after adopting the new
technology adopt by the company. It is also an opportunity for the company to merge with
the other companies by using its strength in order to expand the business at the large area.
The company can attain the funds to adopt the new technology by merging with the other
company or by performing the role as a partner.
Recommendations
As per the analysis, it has been observed that the company face the high level of threat and
have the good opportunity to expand the business at the international level. It has been
recommended that the Ansoff Matrix should be adopted by the company in order to reduce
the threat and take the advantage of its opportunity.
Ansoff Matrix

MARKETING ANALYSIS 5
(Source: Mind Tools, 2018)
Diversification Strategy
It has been evaluated that the company has high value of goodwill for its traditional boats but
the government put the restriction for its traditional boats. The riders have the risk just
because of that the boats cannot handle the heavy rain and the other natural disaster. The
company has to adopt the new technologies to handle the natural disaster. The company has
to diversify its services so that the large number of consumer attract towards it services. The
company has to use its strength of traditional methods and material with the new technology
(Schawel, and Billing, 2018).
Market Penetration
As the company adopt the new technology it requires the large amount of funds which can be
taken by the company by merging with the other companies. The companies have to trial
these new services in the existing market. It has to analyse the demand of the consumer and
the other environment of the company. After analysing the demand and behaviour of
consumer, the company has to expand the business at the international level. Market
Penetration is the strategy of Ansoff matrix which states that the company has to expand the
business in the existing market (Ansoff, Kipley, Lewis, Helm-Stevens, and Ansoff, 2019).
Product development is also a strategy of Ansoff Matrix which is suitable for the company
but it has been seen that the Market penetration and diversification are more appropriate
strategy for the company.
Conclusion
From the limelight discussion, it has been concluded that the company has the less scope to
survive for long time in the market. Traditional methods and materials are the strength of the

MARKETING ANALYSIS 6
company which can be used by the company as the opportunity in the future. The company
has high degree of threat which can directly affect its brand value. As per the analysis of
threat and opportunity of the company, it has been recommended that the company has to
adopt the Ansoff Matrix strategies. Market penetration and diversification are the more
appropriate strategies for the company. The company can expand the business at the
international level by following the strategies.

MARKETING ANALYSIS 7
References
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R. (2019) Implanting
strategic management. Springer.
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E. (2016) Strengths,
Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem Services, 17, pp.99-111.
Doz, Y.L. (2017) Strategic management in multinational companies. In International
Business (pp. 229-248). Routledge.
Hill, T. (2017) Manufacturing strategy: the strategic management of the manufacturing
function. Macmillan International Higher Education.
Mind Tools. (2018) The Ansoff Matrix. [online] Available from:
https://www.mindtools.com/pages/article/newTMC_90.htm [Accessed 8/2/19].
Schawel, C. and Billing, F. (2018) Ansoff-Matrix. In Top 100 Management Tools (pp. 31-
33). Springer Gabler, Wiesbaden.