Ventura Boats: Market Strategies & Analysis

This assignment analyzes Ventura Boats' current market situation and recommends strategies for future growth. It utilizes the Ansoff Matrix to evaluate market penetration, product development, market development, and diversification options. The analysis considers factors like declining domestic markets, shrinking customer base, and the company's strengths in handcrafted, high-quality boats. Recommendations include global expansion, strategic partnerships, and investments in research and development to remain competitive.

Marketing Principleswin

Marketing Principles 1
Contents
SWOT Analysis of Ventura Boats...................................................................................................1
Strengths......................................................................................................................................1
Weaknesses..................................................................................................................................1
Opportunities...............................................................................................................................2
Threats.........................................................................................................................................2
Threats and Opportunities Analysis.................................................................................................3
Analysis of Ventura Boats through Ansoff matrix..........................................................................3
Recommendations............................................................................................................................4
References........................................................................................................................................6

Marketing Principles 2
SWOT Analysis of Ventura Boats
Strengths
Historical Presence
Ventura Boats is operating since 1961 and this is one of the major strengths that the company
holds such a strong historical presence and thus there is huge brand recognition of Ventura Boats
in the Australian markets (Ventura-boats, 2018).
High Quality
The next key strength of Ventura Boats is that it builds luxury boats which are of supreme
quality and it offers a sense of assurance to the customers which help Ventura in retaining its
loyal customers (Ventura-boats, 2018).
Hand-built
In the contemporary business world, Ventura still offer the hand built boats to the customers and
it is one of the strengths of the company as it cannot be duplicated and it’s one of a kind.
Strong cash reserves
The company holds strong cash reserves and with such large capital reserves there are vast
opportunities available with Ventura Boats to invest and earn high revenues (Case Study, n.d.).
Weaknesses
No experience of foreign market
It is the biggest weakness of Ventura Boats that it does not possess any experience of the
overseas region as the company has not expanded in the global markets.
Relied on traditional methods
Another major weakness of the company is that in the modern and globalised business world,
Ventura Boats still relies upon the traditional methods of manufacturing and thus it cannot
compete with the technologically advanced boats (Case Study, n.d.).

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Opportunities
Global expansion
There are immense opportunities present to Ventura to have international expansion in number
of countries so that there can be gained extended market share in the overseas regions.
Technological Intervention
The next key opportunity for Ventura Boats is to have technological intervention in the
manufacturing as till now the company only takes use of traditional methods so it will be helpful
in providing the customers with technologically advanced boats (Case Study, n.d.).
Coming up with new and innovative models
The next opportunity with Ventura is to develop more innovative and new models of the boats so
that the new generation customers can also buy the boats.
Supportive government legislations
In the overseas market, there are fewer restrictions imposed on the usage of the traditional boats.
Thus, it offers business opportunities to Ventura Boats to perform business in the overseas
markets (Case Study, n.d.).
Threats
Shrinking domestic market
The domestic market of Australia is continuously shrinking as well as there are increased number
of substitutes which are available for the companies and the direct consumers. Thus it is a threat
for Ventura as the company is completely dependent upon the Australian market for its sales.
Technological advancements
The competitors of Ventura are extremely innovative and offer technically advanced boats to the
customers and thus the continuous use of updated and innovative technologies by the
competitors is a major threat for the sustainability of Ventura Boats (Edmonds and Bradley,
2017).

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Increased market competition
There are several global players who have entered in the market and are gaining several
competitive benefits and thus the increased number of competitors is a threat to the existence of
Ventura Boats in the domestic market (Iggulden, 2017).
Acquisition
There is a major threat of acquisition of Ventura Boats as there are companies which are
technologically advanced and acquire the small domestic companies to extend their market
share.
Employee Turnover
With the declining market share and due to increased threat of acquisition, the morale of the
employees have turned down which have resulted in a threat of increase rate of employee
turnover (Case Study, n.d.).
Threats and Opportunities Analysis
From the above discussed opportunities and threats, it has been analysed that there are high
threats of business acquisition of Ventura Boats by another large competitors. But on the other
hand, there are still room for hope for the sustainability of Ventura Boats in the market. It has
been analysed that the organisation have never utilized its capital and efficiency in the global
markets. Thus, if the company will perform business operations in the overseas market, then it
can once again gain the market share with its traditionally manufactured and supreme quality
boats (Laaksonen, 2012).
Analysis of Ventura Boats through Ansoff matrix
Market Penetration
The market share of Ventura Boats is decreasing and there has been declined customer base.
Because of this, there is a need to search new markets for the boats of Ventura for defending the
market share and the position. This can also be performed through effective marketing (Case
Study, n.d.).

Marketing Principles 5
Product Development
In the declining growth of Ventura, there is a need that Ventura must bring new products in the
market with innovative technology and must upgrade itself from traditional manufacturing to
innovative manufacturing of boats.
Market Development
As the domestic market of Australia is continuously shrinking, therefore, it is essential for
Ventura to have geographical expansion in various overseas nations where there are supportive
government legislations and favourable business environment (Boatsales, 2018).
Diversification
The other competitive organisations have attained huge growth by business diversification but
Ventura still deals only in manufacturing of traditional boats. Thus, it is a peak time when
Ventura must diversify its markets by also indulging in various other industries so that it may not
merely depends upon a single source of revenue (Case Study, n.d.).
Recommendations
From the above Ansoff matrix analysis and threats and opportunities analysis, following
strategically alternative has been recommended to Ventura Boats:
 It has been recommended that Ventura Boats has huge cash reserves and still it had not
entered in the global markets. Thus, the key strategic move for the success of Ventura
boats is that the organisation must take use of the capital and have global expansion in the
most lucrative markets (Case Study, n.d.).
 Secondly, it is recommended that it is the key strengths of the company that it provides
hand built and supreme quality boats to the customers. Thus, Ventura must have a global
partnership with some renowned players so that it can help in attaining the market share
with its unique models but with improved distribution channel.
 Lastly, it is also recommended to Ventura Boats that it must have investments in the
research and development so that there can be implement innovative technologies in the

Marketing Principles 6
boats. This will help Ventura in giving a tough competition by offering unique and
technologically sound products to the customers (Miller, 2017).

Marketing Principles 7
References
Boatsales, 2018. Boat A Home Ventura [Online]. Available from:
https://www.boatsales.com.au/editorial/details/boat-a-home-ventura-25638/ [Accessed 31
January 2018].
Case Study, n.d. Ventura Boats Case Study. Pp.2.
Edmonds, D. and Bradley, T., 2015. Mechanical boon: will automation advance
Australia. Research paper, 7, p.2015.
Iggulden, T., 2017. Questions surround Australia's new submarine fleet's ultra-stealth
propulsion technology [Online]. Available from: http://www.abc.net.au/news/2017-10-19/new-
subs-fleets-promised-stealth-technology-questioned/9058858 [Accessed 31 January 2018].
Laaksonen, T., 2012. A market analysis on the global boating industry.
Miller, H.M.L., 2017. Archaeological approaches to technology. Routledge.
Ventura-boats, 2018. About [Online]. Available from: https://ventura-boats.com/about/
[Accessed 31 January 2018].