A Case Study Analysis of Tudor Boat Building Company

This case study analyses the external and internal factors affecting Tudor Boat Building Company and provides recommendations for new strategies to improve its market position.

Running head: A CASE STUDY ANALYSIS
A CASE STUDY ANALYSIS
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1A CASE STUDY ANALYSIS
Executive summary:
Marketing strategy is a long-term plan for companies to achieve its target. It consists of
marketing plans, long-term objects and goals. The present study is a case study of the Australian
boat building company, Tudor. The Tudor is a boat building company that is challenged with
external as well as internal factors. The external elements of the company are examined with the
tool of Porter’s five forces. And there are analyses of the internal factors as well. Lastly, the case
study states the recommendation to improve the plight of the company.

2A CASE STUDY ANALYSIS
Table of Contents
Introduction:....................................................................................................................................3
Background:.....................................................................................................................................3
Tudor’s external macro-environment to reveal current issues and trends.......................................4
Determine the attractiveness of the industry environment for Tudor..............................................5
Identify issues in Tudor’s internal environment..............................................................................5
Tudor’s current strategies and their likely outcomes if unchanged.................................................6
Make justified recommendations for new strategies.......................................................................7
Conclusion:......................................................................................................................................7
References:......................................................................................................................................8

3A CASE STUDY ANALYSIS
Introduction:
One of the critical factors for a successful business is the strategic management. The
implication of right planning at the right time is the key to success of any business (Uhl &
Gollenia, 2016). Tudor boats Pvt Ltd is a boat building company that is facing a crisis in
Australian domestic market. The case study focuses on the current situation of the company. The
case study includes the strategic theory and analyses its current scope and methods to grasp the
market.
Background:
The Tudor boats Pvt Ltd is a family owned business of building boats in New South
Wales, Australia. The company is operating since 1951 and had successfully established its
market in the surrounding. It makes high quality cabin cruisers made from traditional materials
in an artisan way. Tudor deals with the wealthy customers who prefer high end modern products.
However, the company is facing various challenges.

4A CASE STUDY ANALYSIS
Tudor’s external macro-environment to reveal current issues and trends
Porters five force model is the tool that helps in identifying and analysing five
competitive forces that shape the industry and also assist in determining the strength and
weakness of the industry (Burns & Dewhurst, 2016). The following are the five forces that can
identify the external forces affecting the Tudor boat business.
• Competition in the industry (High): Many rival companies are in the same business of
making boats and having own strategies to grasp the market. Presence of too many companies
makes the competition high for the Tudor company in the boatbuilding market.
• Threats of new entrants (High): The demand in this sector is only increasing which makes
more and more companies in interested in investing in the boat industry. The increase in
demands results in the emergence of new companies. The market is open to all. Therefore, it is a
high-risk factor for the Tudor.
• Power of suppliers (Low): The suppliers are not very powerful in this aspect as there are
endless suppliers available in the market (Donegan, 2015). Many suppliers are manufacturing the
same product. Therefore, it is not an area for the companies to be affected by the suppliers.
Tudor too has the advantage of having a low power of the suppliers.
• Power of customers (High): Since there are many firms in the market, therefore, building
customer trust in a particular brand is necessary. The brand equity will help the company to
maintain loyal customers. Too many companies in the market give the customers the power to
switch to other brands if they wish to. Therefore, the power of the customers is high for Tudor.

5A CASE STUDY ANALYSIS
• Threats of substitute products (High): Tudor is a company that is still using the traditional
manufacturing methods and making the traditional products, this makes the company easily
irreplaceable. Many companies are offering similar and better products. Therefore, the threat of
substitute is high in the market for Tudor.
Determine the attractiveness of the industry environment for Tudor
There are defence maritime industry presence and non-defence governmental sectors too
involved in the boat business providing mechanism and technology for the boat building
business (Park, Seo, Kildow & Judith, 2014). Since Australia is an island country it has inbuilt
nature for water activities which is a major part of Australia’s commercialism that allows the
easy availability of the products and services (Kim &Mauborgne,2014). The locals, as well as
the tourists, are found to be extremely active in the bays for the recreational activities.
Identify issues in Tudor’s internal environment
To sustain in the market Tudor needs to continually update the products and services of
the company along with time. Although Tudor had built connections with wealthy customers
maintaining a direct relationship, the customers are turning toward other contemporary
companies. The buyer who invested in the company is facing rapid depreciation. Also, Australia
attracts the overseas companies to participate in the market (Birkler et al., 2015). Tudor has been
away from this aspect and lacks experience in the foreign market. Tudors have gained success in
the early days for its designs and deliveries, however, the company has continued proving the
same product which is unacceptable in today’s modern days. The manufacturing materials and
method used to make the boats are still traditional. Other rival companies have moved to eco-

6A CASE STUDY ANALYSIS
friendly and more efficient technologies whereas Tudor has also not come up with any new
models for years. With the growth in the market of boat industry, local people as well as tourist
demands and advanced technology, the government has also decided to discontinue the Tudor
boats since the materials are unsuitable for the safety purpose. There are few competitors in the
market looking for the old boat making companies for taking the old company’s market share
and closing them down.
Tudor’s current strategies and their likely outcomes if unchanged
The loyal customers are choosing the modern companies, and the investors are faced with
depreciation. The company lacks experience in the overseas market, however, hiring expertise
who would take the company in the overseas market. The traditional methods of manufacturing
and selling should be changed with other modern techniques. As the luxury boats are not
particularly in demand in Australia it needs to come up with new products, as it has not been
producing new products for decades (Park & Kildow, 2014). In case there are no possibilities of
the changing the products soon, it can work overseas. The CEO has already confirmed the
government’s decision of not allowing the traditional boats for the safety from the other supplier
companies from buying the Tudor needs attention if the company is determined to remain in the
market. The company needs strategies to retain the employees as well. Lastly, overseas areas of
Australia are not having the restriction as Australia (Colgan & Judith, 2013). Therefore changes
require time, energy and money, and therefore, if the company is incapable of making significant
changes, it can simply transfer to overseas as there is more scope of economic growth, wealthy
consumers and no restrictions on old boats.

7A CASE STUDY ANALYSIS
Make justified recommendations for new strategies.
The company can rebuild and modify its strategies to grasp the market again. The
significant step would be to develop new models in the market. The company had loyal
customers, and also a well-known company however due to specific factors it is on the verge of
extinct. The company needs young minds to work on the marketing strategies. The young
members would be able to deliver enthusiasm and innovative ideas required to attract the
customers with tailor-made designs and additional necessaries. Social media is an excellent
platform for the company to create its image and draw people towards the company’s product.
Conclusion:
Every company needs good marketing plan and strategies which help them achieve their
objective. At present, the condition of Tudor is on the verge of disappearing. The company needs
serious attention in modifying the strategies and the in product development. The company
failing in building relevant strategies will result as a diminishing and obsolete company in the
market. However, with the planned strategies the company will able to compete with the new
companies.

8A CASE STUDY ANALYSIS
References:
Birkler, J., Schank, J. F., Arena, M. V., Keating, E. G., Predd, J. B., Black, J., ... & Lough, R.
(2015). Australia's Naval Shipbuilding Enterprise. Rand Corporation.
Burns, P., & Dewhurst, J. (Eds.). (2016). Small business and entrepreneurship. Macmillan
International Higher Education
Colgan, C. S., & Judith, T. (2013). Understanding the ocean economy within regional and
national contexts.
Donegan, L. R. W. (2015). A Just and Sustainable Solution to the Boat People Predicament
in Australia?.
Kim, W. C., &Mauborgne, R. A. (2014). Blue ocean strategy, expanded edition: How to
create uncontested market space and make the competition irrelevant. Harvard
business review Press.
Park, D., Seo, K., Kildow, D., & Judith, T. (2014). Rebuilding the classification system of
the ocean economy. Journal of Ocean and Coastal Economics, 2014(1), 4.
Park, K. S., & Kildow, J. T. (2014). A study on rebuilding the classification system of the
Ocean Economy. Center for the Blue Economy in Monterey Institute of International
Studies, Monterey, California. http://centerfortheblueeconomy.
org/wpcontent/uploads/2014/11/10.29, 14.
Uhl, A., &Gollenia, L. A. (Eds.). (2016). Business transformation management methodology.
Routledge.