Market penetration strategy: a SWOT analysis

Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES
Name of the Student
Name of the University
Author Note

MARKETING PRINCIPLES1
Table of Contents
Perceptual Map for OzCo:.....................................................................................................2
SWOT analysis.......................................................................................................................3
Strengths:............................................................................................................................3
Weaknesses:.......................................................................................................................3
Opportunities:.....................................................................................................................3
Threats:...............................................................................................................................3
BCG Matrix............................................................................................................................4
Strategic Alternative Analysis................................................................................................5
Ansoff Matrix.........................................................................................................................5
Market development-.........................................................................................................5
Market penetration strategy-..............................................................................................5
New product development-................................................................................................6
Diversification-..................................................................................................................6
Recommendations:.................................................................................................................6
Appendix:...................................................................................................................................9

MARKETING PRINCIPLES2
Perceptual Map for OzCo:
High Price
Low quality High quality
Low Price
The use of premium material, high pricing for the medium vessels and continual
process of improving the in-built structure and style creates a strong and positive impression
on consumers. The focus of the boat manufacturing company, OzCo is directed towards
improving the quality of the materials that form the final product (OzCoasts 2020). The
placement of OzCo reflects its high quality and premium pricing boats, especially the product
category, ‘medium vessels’. Other two competitors of OzCo portrayed in the perceptual map
are Riviera and Stessco. Riviera offers luxury products with only premium pricing other than
OzCo, which also offers small vessels. Stessco, another competitor offers premium quality
boats in affordable prices.
Riviera
OzCo
Stessco

MARKETING PRINCIPLES3
SWOT analysis
Strengths:
The main strength of the company is that it focuses on the quality and design of the
materials. The boat manufacturing company offers both luxury and premium boats with
smaller sized and affordable boats. OzCo acquires support from the trusted and prestigious
local suppliers creating a win-win situation. The boat manufacturing, OzCo Company has
strong cash reserve. OzCo is a reputed company and is an established company. The
company invests in technological implications for better, more durable and innovative
products.
Weaknesses:
The company, OzCo is facing high competition in the boat manufacturing business in
Australia. The repairing division of the company results in high investment and only services
20 percent profit. The company has zero experience in operating business activities or is not
known in the international market.
Opportunities:
Boat manufacturing companies can invest in the International market by expanding
their business. Another opportunity for the company can be its potential for decreasing the
overall cost by outsourcing a few services. Internationalization opportunities in developing
countries such as India and China can be beneficial for the company.
Threats:
The decreasing market share of OzCo due to increasing competition in the market is
the most evident threat. The company is experiencing a financial downturn for maintaining
the strategic position in the market. The sifting economic condition of the country is another