BUS106 Marketing: Strategic Analysis & Recommendations for OzCo Boats

This assignment presents a strategic analysis of OzCo Boats, a family-owned boat building business, using a SWOT analysis framework to identify the company's strengths, weaknesses, opportunities, and threats. The analysis reveals that while OzCo has a strong brand name and negotiating power, it faces challenges such as a declining product line, rising fuel prices, and technological advancements from competitors. Opportunities include innovation, manufacturing larger boats, and expanding into new markets. The report recommends adopting a market development strategy, particularly focusing on product development to enter the luxury boat segment, and leveraging government incentives. The assignment concludes by suggesting that OzCo can improve its competitive position and overall performance by implementing these strategies. Desklib provides access to similar case studies and resources for students.

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT
Table of Contents
SWOT Analysis...............................................................................................................................2
Threats and Opportunity Analysis...................................................................................................3
Opportunities Analysis................................................................................................................4
Threat Analysis............................................................................................................................4
Recommendations............................................................................................................................5
References........................................................................................................................................6

2STRATEGIC MANAGEMENT
SWOT Analysis
STRENGTHS
They have a wide product line which
tends to offer customers the product
line as well as the yards along
Their staff belong to different
cultured people which tends to help
the organization to engage in long
relationships with the different
suppliers as well as customers
(Alkhafaji and Nelson 2013).
The OzCo Boats Company has a
huge brand name around the globe.
The company builds a wide variety of
products which are luxury in nature
and it makes with the help of
traditional materials which are rich in
nature.
The company has strong negotiating
power with different suppliers and
vendors.
The company has a good success
record and strong cash flow in the
WEAKNESSES
The company is suffering with a
problem of debts due to the
construction of new boats.
With the rise in the prices of fuels, the
business has a negative impact on its
operations due to this. This has a long
term impact on the profitability of the
company.
The company needs to ensure that its
technology is updated. Currently, the
technology of the company is not that
advanced.
It has been a long time since the
company has taken up any new
initiative or innovation aspect. It is
strictly in need of a new innovation
aspect. The portfolio of the company is
on a decline mode (Hill, Jones and
Schilling 2014).
The company`s revenues have taken a
blow and the company is suffering

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past as well (Hubbard, Rice and
Galvin 2014).
from revenue drop problems.
OPPORTUNITIES
The company needs to concentrate on
the innovation aspect and is required
to ensure that the improvised models
are able to cater the needs of the
changing needs of the customers.
It can manufacture bigger boats
which can provide competition to the
different brands and customers
present in the market.
The company can start selling the
products to different customers who
are interested in purchasing such
products and this can thus increase
the market share of the company.
THREATS
The increase in the staff turnover
stands as a risk for the entire
organization.
There are different competitions
present in the market which act as a
threat for the organization.
There are various legal restrictions
which the firm needs to abide by in the
long run of the organization (Harrison
and John 2013).
There have been advancements in the
fields of technology which provide
better services and thus act as a threat
to the smaller companies like OzCo
Company and have an impact on the
different employees as well.
Threats and Opportunity Analysis
Therefore, as observed from the SWOT Analysis, different opportunities and threats
could be identified for the company. The company is performing fairly well however it has been

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facing certain challenges in the long run. According to Bettis et al. (2014), scanning of the
external environment of the organization goes a long way in identification of opportunities and
threats which tend to help the company in analysis of the opportunities and threats and formation
of the strategies for future purposes.
Opportunities Analysis
As identified from the SWOT, the company OzCo has a hood share over the market and
has gained competitive advantage in the given segment. The brighter side of the story is that the
government has tried to place some restrictions and raise other trends which tend to assist the
company in the long run. The company can make use of the technological opportunities available
to it and recreate advanced models for the company. This will help the firm to fight with the
existing competition in the market and also assist them in the innovation dimension (Barney
2014). The company can also can take advantage of the current development which takes place
due to the rise of the legal opportunities as being provided by the government to such companies.
Thus, the OzCo company should avail the opportunity which it is getting from the market.
Threat Analysis
The different threats that the company faces include the new competitions and the
builders who have used new technology to build the new ships and therefore providing new
products to the different customers. On the other and, the companies have been performing very
well financially as well which again puts them in a higher position as compared to OzCo
company. Therefore, it can be stated that, the different kinds of government legislation and strict
rules tend to act as a threat and trouble for the OzCo Company. These have long term impacts on
the organization`s wellbeing.

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Recommendations
In the given scenario, the Ansoff`s matrix will be applied in order to examine and find
out the different strategies related to the growth of the company and the alternative strategies that
may be adopted for the given firm OzCo company. The Ansoff Matrix goes a long way in
assisting the organization and helping it to analyse the competitiveness of the product as per
competition which is prevalent in the market. The boat companies generally tend to adopt the
market penetration strategy and market development strategy. They also tend to adopt
diversification as a strategy so as to ensure that it remains competitive in the growth and
diversity of the different products effectively (Stead and Stead 2013). Hence, from the analysis,
it can be analysed that the development strategy is the most effective strategy to be adopted by
the OzCo Company and it can adopt it carefully in order to meet up with the different threats
which are being faced by it. The different companies which sell luxurious boats can be taken
example from and the company can get into the luxury sector by adoption of product
development strategy.
Moreover, the product development strategy which has been suggested to be adopted can
also be used to gain a new segment of customers. Earlier, OzCo Company has faced different
issues from the government legislations and it has also observed that various products which
have been adopted by the company can act as an opportunity to gain new customer segment and
prosper in the long run.
Hence, as stated earlier the product development strategy will go a long way in assisting
the company and helping it to get into a new market and try to achieve the luxury boat segment
(Jarzabkowski and Kaplan 2015). This way it will be able to perform better than its competitors.
The employees will also be satisfied in thus and the work environment shall be innovative.

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References
Alkhafaji, A. and Nelson, R.A., 2013. Strategic management: formulation, implementation, and
control in a dynamic environment. Routledge.
Barney, J.B., 2014. Gaining and sustaining competitive advantage. Pearson higher ed.
Bettis, R., Gambardella, A., Helfat, C. and Mitchell, W., 2014. Quantitative empirical analysis in
strategic management. Strategic Management Journal, 35(7), pp.949-953.
Harrison, J.S. and John, C.H.S., 2013. Foundations in strategic management. Cengage Learning.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated
approach. Cengage Learning.
Hubbard, G., Rice, J. and Galvin, P., 2014. Strategic management. Pearson Australia.
Jarzabkowski, P. and Kaplan, S., 2015. Strategy tools‐in‐use: A framework for understanding
“technologies of rationality” in practice. Strategic Management Journal, 36(4), pp.537-558.
Stead, J.G. and Stead, W.E., 2013. Sustainable strategic management. ME Sharpe.