Marketing Principles

MARKETING PRINCIPLES

TABLE OF CONTENTS
Perception map.................................................................................................................................1
SWOT analysis................................................................................................................................1
BCG Matrix.....................................................................................................................................2
Ansoff matrix...................................................................................................................................3
REFERENCES................................................................................................................................................5
Table 1Perception map....................................................................................................................1

Perception map
Table 1Perception map
Perceptual map is the technique that is used to show customers perception. It can be observed
that while purchasing cruise and boats some of the factors that clients always taken into account
are price, quality of service, durability and luxury. On basis of external research, it is identified
that there are two competitors of OzCo namely TT Line company and Madrigal shipping lines.
TT line company make available boats and cruise at affordable price and they are also durable
but not have good service quality and luxury in cruise (TT Line the bridge to Sweden., 2019). On
other hand, in case of Madrigal shipping it is observed that service quality is also good and along
with these ships are also durable in nature but price is high and cruise are not luxurious
(Madrigal shipping lines., 2019). OzCo innovate its operations and due to this reason, it offers
ships at low price which are durable and luxurious. Also good after sale service is given. Hence,
OzCo is far ahead of its rivals.
SWOT analysis
Strength
Firm major strength is innovativeness. On
basis of case analysis, it can be said that
innovativeness is in the company culture. Firm
is using fibreglass instead of traditional
Weakness
Firm is delivering good after sales service but
not engaged in the boat manufacturing as
varied employees of the firm intended
company to do so. Thus, is restricting firm
1
Service quality
Durability
Luxury
Price
OzC
o
TT Line company
Madrigal
shipping lines