Magellan Boatworks Case Study: Sales, Marketing, and Consumer Behavior

This case study analysis examines Magellan Boatworks, a manufacturer of customized power cruising yachts, focusing on its marketing strategy, customer decision-making process, and sales performance. The analysis begins by outlining the customer decision-making process, including recognition, information search, analysis of substitutes, purchase behavior, and post-purchase behavior, emphasizing the role of advertising, promotions, and sales interventions. It then delves into Magellan's integrated marketing communication strategy, highlighting the need for potential changes to address declining sales. The study recommends a focus on both traditional and social media marketing, along with the appointment of specialized personnel to enhance the marketing strategy. Furthermore, the analysis suggests adopting competitive strategies within the workforce to boost employee performance and sales. The conclusion emphasizes the importance of efficient leadership in implementing and executing these strategies, particularly in identifying customer needs and developing effective marketing approaches to increase sales and market share.

Running head: CASE STUDY ANALYSIS – MAGELLAN BOATWORKS
CASE STUDY ANALYSIS – MAGELLAN BOATWORKS
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1CASE STUDY ANALYSIS – MAGELLAN BOATWORKS
Introduction
The case study analysis reveals the strategic analysis of Magellan Boatworks. The
analysis will begin by giving an overview of the customer decision making the process of the
company. This part of the discussion includes promotion as well as sales interventions. At the
same time, the second part of the discussion is the thorough analysis of the marketing strategy of
the company. The analysis includes a recommendation in regard to the fact that whether the
company needs to bring any changes in the marketing strategy or not.
Consumer-decision making process for Magellan Boats
The customer decision making process refers to the process that comprises five different
steps that are recognition, analysis of substitute, information search, purchase behavior,
recognition and post-purchase behavior (Lysonski and Durvasula 2013). These steps are
extremely helpful for the marketers in order to understand the consumer nature and develop the
strategy to attract through the way of effective communication. Below the discussing will be
elaborating on all the steps of decision making process.
Recognition
The very first step of the decision making process would be recognition. In terms of
recognition, the company needs to identify the requirement of the customers. Marketers need to
develop the strategy based on this step of decision making process. Thus this will be right to state
that the decision making process will be very useful since the decision making process is one of
the most useful ways for Magellan Boatworks (Lysonski and Durvasula 2013). In order to
increase the sales, the company needs to understand what the customers actually want as well as

2CASE STUDY ANALYSIS – MAGELLAN BOATWORKS
whether there is an immediate change in the consumer behavior. The company needs to
understand through which way the company will be able to persuade its customers in terms of
recognition. After addressing the need of the customers, the company will be using the consumer
for the purpose of marketing and promotional activities.
Information search
Under this section, the customer will be identifying the information that is required in
order to develop a strategy based on the consumer decision making process (Maity and Dass
2014). After the company identifies the customer need, it needs to identify the several alternative
selections through which the customer satisfaction can be satisfied.
Analysis of substitutes
Analysis of alternatives or substitutes determines whether product offered by Magellan
Boatworks or not. This includes consideration of customer feedback or reviews (Lysonski and
Durvasula 2013). Once the customers understand which product will satisfy their needs upon
reading the feedbacks or reviews, they proceed to buy that particular product.
Purchase behavior of customers
The purchase behavior of the customer determines what the perceptions that play a role in
the purchase behavior of the customer are. Generally, before buying any products, customers tale
into consideration, several aspects and then takes the final decision (Maity and Dass 2014).
The post-purchase behavior of customers
In this stage, after the purchase of products, customer behavior is reviewed. The review
considers whether the product of the company satisfies the requirement of the customers or not,

3CASE STUDY ANALYSIS – MAGELLAN BOATWORKS
whether the customers need further improvisations in the product or not and so on (Lysonski and
Durvasula 2013).
Roles and timing for advertising, promotions and sales interventions in this process
The customer decision making process of Magellan Boatworks will include advertising,
promotions and interventions in order to persuade the customers. Marketing and promotions play
a major role in decision making process since it centers around the drawing the attention of
customers.
Magellan’s integrated marketing communication strategy
The integrated marketing communication of the company needs to be changed or altered
in order to develop effective communication with the customers. The effective integrated
marketing communication strategy will consist of both the traditional media based marketing as
well as the social media-based marketing (Csikósová, Antošová and Čulková 2014). However,
before developing the strategy, Magellan Boatworks need to keep the consumer requirement in
mind.
Since social media marketing is one of the most useful ways to reach out to maximum
customer base within a limited time. The recent challenge that the company faced and needs to
overcome it is the decline in the sales scale of the company. Thus social media marketing
strategy apart from other media marketing strategy will be extremely useful (Bhupathi 2016).
However, in this regard, it must be mentioned that the over marketing strategy will be
considering improvisation since the present marketing strategy is unable to persuade or attract
the customers. Specialized personnel must be appointed in order to assure that the marketing
strategy is of premium and successful to grab the attention of the customers.

4CASE STUDY ANALYSIS – MAGELLAN BOATWORKS
The entire strategy will be aiming to increase the sales rate of the products of Magellan
Boatworks. Apart from developing a marketing strategy, the company needs to take internal
strategy in terms of the workforce of the company (Barger and Labrecque 2013). The
competitive strategy needs to be adopted thus, which will encourage the employees to give their
best effort while competing which each other. By implementing a competitive environment
within the organization, the employees will tend to compete with each other. This, in turn, brings
out the best effort of the employees while assuring the sales rate of the company. The above
mentioned ways or steps will be extremely helpful for the marketers in order to understand the
consumer nature and develop the strategy to attract through the way of effective communication.
Conclusion
Thus to conclude it will be right to state that the entire strategy demands efficient
leadership who will set the strategy without any fail and execute the same successfully. The
specific initial step of the basic leadership process would be acknowledgment. Regarding
acknowledgment, the organization need to distinguish the prerequisite of the clients. Advertisers
need to build up the technique in view of this progression of the basic leadership process. The
organization needs to comprehend through which way the organization will have the capacity to
convince its clients as far as acknowledgment is concerned.

5CASE STUDY ANALYSIS – MAGELLAN BOATWORKS
References
Barger, V.A. and Labrecque, L., 2013. An integrated marketing communications perspective on
social media metrics.
Bhupathi, M.M., 2016. Integrated Marketing Communications. In Strategic Marketing
Management in Asia: Case Studies and Lessons across Industries (pp. 425-445). Emerald Group
Publishing Limited.
Csikósová, A., Antošová, M. and Čulková, K., 2014. Strategy in direct and interactive marketing
and integrated marketing communications. Procedia-Social and Behavioral Sciences, 116,
pp.1615-1619.
Lysonski, S. and Durvasula, S., 2013. Consumer decision making styles in retailing: evolution of
mindsets and psychological impacts. Journal of Consumer Marketing, 30(1), pp.75-87.
Maity, M. and Dass, M., 2014. Consumer decision-making across modern and traditional
channels: E-commerce, m-commerce, in-store. Decision Support Systems, 61, pp.34-46.