Marketing Principles and Strategy Analysis of OzCo Boats

This paper provides a SWOT and Ansoff matrix analysis of OzCo Boats, a boat manufacturing company in Australia. Based on the analysis, recommendations are provided to enhance the company's sustainability in the market.

Running head: MARKETING PRINCIPLES AND STRATEGY ANALYSIS
Marketing Principles and Strategy Analysis of OzCo Boats
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1MARKETING PRINCIPLES AND STRATEGY ANALYSIS
Table of Contents
1. Introduction......................................................................................................................2
2. SWOT Analysis...............................................................................................................2
3. Threats and Opportunities Analysis.................................................................................3
4. Recommendations............................................................................................................5
5. Conclusion.......................................................................................................................6
References............................................................................................................................7

2MARKETING PRINCIPLES AND STRATEGY ANALYSIS
1. Introduction
In the recent era of technological advancements, companies require changing old
production methods and technologies for attaining competitive edge in the market (Blockeel et
al. 2016). The objective of this paper is to explain such situation with OzCo Boats case study in
which SWOT and Ansoff matrix analysis will be carried out based on which certain recommendations
will also be provided in dealing with the identified threats and weaknesses identified from the analysis.
2. SWOT Analysis
SWOT analysis can serve as an effective strategic analysis technique that can facilitate
OzCo Boats in realizing its strengths, weaknesses, opportunities and threats based on which the
company can develop marketing strategies. Moreover, implementation of such strategies based
on SWOT analysis can facilitate the company in attaining competitive edge in Australian boat
manufacturing industry (Bull et al. 2016).
Strengths
 OzCo Boats have an established
position in developing high quality,
small sized and luxury boats in
traditional hand-built ways and
traditional manner.
 Availability of strong cash reserves
 Presence of diversified product
portfolio
Weaknesses
 No experience of OzCo Boats company
in the overseas market
 Outdated manufacturing technology of
OzCo Boats
 Due to lack of advancements in
technology the company’s boats are
turning out to be “illegal” in Australia
 Low employee morale and high staff

3MARKETING PRINCIPLES AND STRATEGY ANALYSIS
turnover
Opportunities
 OzCo Boats can modify its existing
technology in developing their boats
 Considering merger strategy for
attaining high market shares in global
market
 Entering in market where consumers
have increased passion for acquiring
luxury boats
Threats
 Sudden shrink in the Australian
domestic boats market
 Increase in the newer and highly
efficient technologies regarding
materials and manufacturing process
 Restriction from Australian government
legislation in restricting use of some
types of boat
From carrying out the SWOT analysis it has been gathered that the organization has
increased weaknesses in comparison to its strengths and there are increased treats in comparison
to the weaknesses. In this scenario, it is not possible for the organization to deal with the treats in
maintaining competitive advantages (Chiang, Chen and Ho 2016). The stability of the company
is also observed to be at stake because of unavailability of latest technologies. To deal with the
same, the company needs to consider technological advancements through adding number of
features in the manufactured luxury boats in order to attract consumers. Moreover, to deal with
its identified threats and weaknesses OzCo Boats Company requires selecting a market that has
increased potential for business with less government restrictions (dos Santos and Fukushima 2017).

4MARKETING PRINCIPLES AND STRATEGY ANALYSIS
3. Threats and Opportunities Analysis
To analyze the treats and opportunities of OzCo Boats, Ansoff Matrix analysis strategy is
carried out that is indicated in the figure below:
Figure 1: Ansoff Matrix
(Source: Gürel and Tat 2017)
 Market Penetration: This strategy is suitable for OzCo Boats for the existing consumers are
always cheap and easy to attain than attaining new consumers. This encompasses offering
superior quality services to the company’s existing consumers along with valuing them to carry
out business over the long term (Loredana 2016).
 Product Development: This strategy encompasses introducing new developments and
products in the market. This strategy is justified to be implemented by OzCo Boats as it can
facilitate in utilization of maximum production ability, dealing with new entrants and sustaining

5MARKETING PRINCIPLES AND STRATEGY ANALYSIS
reputation in the organization as an innovator in order to secure its market shares (Medarac,
Vignali and Vignali 2016).
 Market Development: This strategy encompasses entering within the new markets with
the existing products of OzCo Boats Company. In a situation where the existing products have
the ability to attain revenue in the market, the company can implement market development
strategy to position sustainable position in the foreign market. Moreover, this strategy is deemed
to be advantageous for OzCo Boats for the reason that international regulations are not
prohibiting the implementation of old models in the manufacturing process of the company
(Medarac, Vignali and Vignali 2016).
 Diversification: This strategy is deemed to be distinct than others as it needs shifting
from operating business in the current markets and products to manufacturing innovative
and new ones. In such scenario, diversification can be conducted in related or certain
unrelated areas. Related diversification is deemed to be suitable in case of the issues
faced by OzCo Boats Company (Rudnicki and Vagner 2014)
4. Recommendations
After carrying out SWOT and Ansoff Matrix analysis for OzCo Boats certain
recommendations have been provided to the company in enhancing its sustainability within the market. It
is strongly recommended that the company must employ market development strategy through which it
can enter the new market with existing products. In such strategy implementation, the organization might
also deal with difficulties regarding the experience of carrying its business in the international market but
it can be decreased through suitable training and development. OzCo Boats is also recommended to attain
benefits of legislation in the foreign market and it can be ensured by the company through generating new
consumer base with employing its exceptional luxurious products and traditional technology. Such
strategy implementation can decrease the threat of new entrants within the existing market. This is for the

6MARKETING PRINCIPLES AND STRATEGY ANALYSIS
reason that the organization will work in new market and can therefore attain benefits of goodwill and
brand value generated in the domestic nation. In case OzCo Boats Company does not consider entering a
new market then the organization is recommended to implement market penetration strategy. Through
implementing this strategy and developing technical changes within the manufacturing process the
organization can maintain its stability without making increased investments.
5. Conclusion
It was gathered from analyzing SWOT and Ansoff Matrix analysis of OzCo Boats in the
paper that the organization has increased weaknesses in comparison to its strengths and there are
increased treats in comparison to the weaknesses. Based on such scenario, recommendations have
been provided to the company in enhancing its sustainability within the market. It is strongly
recommended that the company must employ market development strategy through which it can enter the
new market with existing products.

7MARKETING PRINCIPLES AND STRATEGY ANALYSIS
References
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dos Santos, A. and Fukushima, N., 2017. Sustainable Product Service Systems Design: Tools For
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Loredana, E.M., 2016. The Use Of Ansoff Matrix In The Field Of Business. In MATEC Web of
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Medarac, H., Vignali, G. and Vignali, C., 2016. Improving relations between business strategy
and marketing tactics. International Journal of Business and Globalisation, 16(1), pp.50-65.

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Rudnicki, W. and Vagner, I., 2014. Methods of strategic analysis and proposal method of
measuring productivity of a company. Zeszyty Naukowe Małopolskiej Wyższej Szkoły
Ekonomicznej w Tarnowie, (2 (25)), pp.175-184.