Marketing Principles and Strategy Analysis of OzCo Boats

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 Outdated manufacturing technology of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