Individual Case Study Analysis: OzCo Boats - Marketing Principles

This case study analyzes OzCo Boats, an Australian boat-building and repair business. The analysis includes a perceptual map comparing OzCo Boats with competitors, a SWOT analysis identifying strengths, weaknesses, opportunities, and threats, a BCG matrix evaluating the company's business divisions (small vessels, medium vessels, and repair & maintenance), and an Ansoff matrix exploring market penetration, development, and diversification strategies. The study recommends that OzCo Boats adopt new technologies while maintaining its traditional craftsmanship to expand its market share and attract customers. The provided analysis covers marketing principles, strategic planning, and business management concepts, offering a comprehensive overview of the company's market position and potential growth strategies. The case study also highlights the importance of understanding consumer behavior and adapting to market trends.

Running Head: INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
Individual Case Study Analysis: OzCo Boats
Name of the Student:
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1INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
Table of Contents
Introduction................................................................................................................................2
Perceptual Map...........................................................................................................................2
SWOT Analysis.........................................................................................................................3
BCG Matrix................................................................................................................................4
Ansoff Matrix.............................................................................................................................5
Recommendations......................................................................................................................6
References..................................................................................................................................8

2INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
Introduction
OzCo Boats is an Australian company which is located in the Coffs Harbour, New
South Wales. The company is operating in the industry since 1961 in this industry. The
company mainly operates in designing as well as repairing many kinds of luxurious and
recreational boats (Woodhead and Acker 2014). The company also creates small vessel boats,
namely hand-built rowing boats as well as canoes and sailboats in the market.
Perceptual Map
The perceptual map that is being created is regarding the small vessel or hand-made
boats that the company made in the market comparing with the two of the competitors in the
market and they are: Horizon Aluminium Boats Pty Ltd. and Blue Fin Boat. The perceptual
map is as follows:
Fig. 1: Perceptual Map
(Source: Ponis and Christou 2013)

3INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
As per the perceptual map, the company OzCo Boats provides a high-quality product
is comparatively expensive. These are an additional advantage of competitive advantage for
the company to flourish in the market and to achieve the target what they are intending to
achieve from the marketplace (Ylä-Herttuala 2016). On the other hand, Horizon Aluminium
Boats charges a high price while providing low-quality products to the customers. Lastly, the
Blue Fin Boats charge high price concerning the quality of the product.
SWOT Analysis
Strength Weakness
 OzCo’s Boats are made up of high-
quality material.
 Build small boats and provide luxury
as well as a comfortable
environment for the customers
(Bragg et al. 2018).
 As the boats are made up of
traditional material, that is the reason
the company can reserve cash in the
process.
 The company use traditional
material as well as traditional
methods to build a boat (Palmer
2017).
 The technologies used are outdated.
 The substitution is easily available in
the marketplace.
Opportunity Threat
 The boats are expensive, and that is
the reason for the demand to
dependent on the level of income of
the customers.
 When the income of an individual
 The boats are comparatively
expensive.
 The demand for the product mainly
depends on the interest of the
consumers.

4INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
increase the demand, as well as the
purchase rate of the products, also
increases in the process
(Kalverkamp and Raabe 2018).
 The company possess the
opportunity to expand its market by
introducing new technologies in the
business.
 When the rate of the boat increases,
the finance becomes expensive, and
the demand decreases (Atwal and
Williams 2017).
 The company is facing loss, as they
are not applying the latest
technology in the production
process.
Fig. 2: SWOT Analysis
(Source: Created by Author)
BCG Matrix
Fig. 3: BCG Matrix
(Source: Mohajan 2017)

5INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
The BCG Matrix enables to understand the three market division in which the
company is operating in the process and the three business divisions in which the company is
operating in the market as per the case study are: small vessel, medium vessel and repair &
maintenance services (Madsen 2017).
There is no business division in the dog's section of the BCG Matrix as there are no
products that the company is dealing in falls under this section of the matrix. But in the
question mark section, the small vessel business of the company exists as the products are in
demand but as the company is using the traditional way to manufacture the products that are
the reason the market share is low (Khairat and Alromeedy 2016).
The star business division of the company is the medium vessels as per the case study,
as the division possess high growth potential along with the high market share. These are the
reason this business division is considered to be the star of the business (Madsen 2017).
The repair & maintenance service business division falls under the cash cow. These
are so as the growth is low, but the division generates high share in the market as per the case
study. Therefore, it is considered to be the cash cow of the company (Khairat and Alromeedy
2016).
Ansoff Matrix
The Ansoff Matrix will enable in understanding the alternative strategies for the OzCo
Boats so that they can expand in the market (Hussain et al. 2013) The company needs to look
after the alternative strategies, and according to the Ansoff Matrix, they are:
 Market Penetration: Market penetration is considered to be that segment in which
business penetrates the market where the company already exists. These enable
the company to attract those customers who have not avail their product or service

6INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
in the process. For these, the company need to target the competitor's customers in
the market. As this section is considered to be of the lowest risk there, OzCo
needs to create a strategy which will be beneficial for the growth of the company
in the market (Yin 2016).
 Market Development: As per the case study, the target of the market development
is the consumer development as they are not purchasing the product from the
company. The market development enables the company to target the new
consumers. These also assist the company in knowing about the strength that they
possess in the process as well as enable them to overcome the weakness so that
they can improve in the market (Lavriša, Erjavec and Pravst 2018).
 New Product Development: As per the case study, OzCo Boats need to develop
new product designing as well as engineering, which will also include marketing
analysis along with the research. The company can easily strategies the new
products as the company possess strength in their product as they use the
traditional method to develop a boat (Hussain et al. 2014).
 Diversification: The Company operates in diverse business, so the company needs
to strengthen this attribute. This method increases the profit earning of the
company. The company need to apply the strategy so that they can expand in the
market. There would be a problem if the company introduced a new product on
the market (Roma Greer 2013). The company should introduce a new product in
the market only if they possess the knowledge that the company will be able to get
high returns on the investment.

7INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
Recommendations
The company is following the traditional method to build a boat which is very much
time-consuming. On the other hand, competitors are using the latest technology to expand in
the market. Therefore, OzCo Boats needs to keep up the traditional essence, along with that
the company need to adopt latest technology to expand in the market. These will
automatically enhance the position of the company in the market and enable them to lure the
customers from the market as well as attract the customers from the competing brand.

8INDIVIDUAL CASE STUDY ANALYSIS: OZCO BOATS
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