Perceptual Map for Ozco Assignment

Perceptual Map for OzCo
Image 1: Consumer perception map of the OzCo while considering two major direct
competitors in various other segments where the company can face direct and indirect
competition
Image one represents a fractional map of the various services offered by the Australian boat
study. On the lower level of the perception map, we have homemade boats and repair facilities.
On the middle level, we can see the market for second-hand boats and commercial boats. On the
top level, we have luxury boats. This perception mapping image establishes Yatchall as the
game-changer in the market during the recession periods. Yatchall is a place where old boats can
be sold and purchased. The second significant player in the market is Maritimo, this company
offers high-end luxury boats and commercial boats (Ocean's Apart, 2020).

The past sales record of the OzCo clearly indicates that under the matrix of the consumer
perception this company finds a position of being a trustworthy name offering handmade boats
and repairs. During the last few years, the company figured out a place in the segment of luxury
boats. The consumer market perception here indicates that OzCo is acting as a challenger in front
of Maritimo in their lower segment. At the same time, this company is also facing competition
from Yatchall in the price segment because Yatchall is offering some value for money offers to
the customers and recycling the high-end boats of Maritimo at a much lower price (SeaHelp,
2020).
SWOT Analysis

Image 2: SWOT analysis based on the case facts and external research
Strengths
1. OzCo maintained a healthy balance sheet during the period of the recession by selling
goods to the government sector. It can serve as a stabilizing factor for the company in the
coming future.
2. The core competence in the field of handmade boats and repairs is the biggest strength of
the company.
3. The brand value of the company is increasing; the pre-recession stints of the company in
the higher segments are encouraging.
4. Expertise in using carbon fiberglass can make this company a market leader in terms of
pricing.
Weaknesses
1. Over-dependence on the division of “medium Vessels” can serve as a limiting factor for
the company during the upheavals of the market.
2. The maintenance and repair unit can be considered as an important feature for marketing
in a perception driven market. The dismal performance in this area can act as a barrier
(Section 14. SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats, 2019).
3. Higher production costs are acting as a restriction for the expansion of the company in
the neighboring market.
4. The company is losing market share because other players are performing better with
their unique methods of redefining the service and products.
Opportunities