Case Study Analysis: Marketing Strategies for OzCo Boats (BUS106)

This case study analysis examines OzCo Boats, a family-owned boat building and repair business. It utilizes marketing tools such as perceptual maps, SWOT analysis, BCG matrix, and Ansoff matrix to evaluate the company's market position, strengths, weaknesses, opportunities, and threats. The analysis identifies strategic alternatives and provides recommendations for OzCo Boats to improve its marketing efforts, including product development, advertising strategies, and the incorporation of new business models. The study also highlights the importance of understanding consumer perception and adapting to the changing market dynamics to enhance the company's performance and competitiveness.

Perceptual Map for OzCo
Image 1: Consumer perception map of the OzCo while considering two major direct
competitors in various other segments where the company can face direct and indirect
competition
Image one represents a fractional map of the various services offered by the Australian boat
study. On the lower level of the perception map, we have homemade boats and repair facilities.
On the middle level, we can see the market for second-hand boats and commercial boats. On the
top level, we have luxury boats. This perception mapping image establishes Yatchall as the
game-changer in the market during the recession periods. Yatchall is a place where old boats can
be sold and purchased. The second significant player in the market is Maritimo, this company
offers high-end luxury boats and commercial boats (Ocean's Apart, 2020).

The past sales record of the OzCo clearly indicates that under the matrix of the consumer
perception this company finds a position of being a trustworthy name offering handmade boats
and repairs. During the last few years, the company figured out a place in the segment of luxury
boats. The consumer market perception here indicates that OzCo is acting as a challenger in front
of Maritimo in their lower segment. At the same time, this company is also facing competition
from Yatchall in the price segment because Yatchall is offering some value for money offers to
the customers and recycling the high-end boats of Maritimo at a much lower price (SeaHelp,
2020).
SWOT Analysis

Image 2: SWOT analysis based on the case facts and external research
Strengths
1. OzCo maintained a healthy balance sheet during the period of the recession by selling
goods to the government sector. It can serve as a stabilizing factor for the company in the
coming future.
2. The core competence in the field of handmade boats and repairs is the biggest strength of
the company.
3. The brand value of the company is increasing; the pre-recession stints of the company in
the higher segments are encouraging.
4. Expertise in using carbon fiberglass can make this company a market leader in terms of
pricing.
Weaknesses
1. Over-dependence on the division of “medium Vessels” can serve as a limiting factor for
the company during the upheavals of the market.
2. The maintenance and repair unit can be considered as an important feature for marketing
in a perception driven market. The dismal performance in this area can act as a barrier
(Section 14. SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats, 2019).
3. Higher production costs are acting as a restriction for the expansion of the company in
the neighboring market.
4. The company is losing market share because other players are performing better with
their unique methods of redefining the service and products.
Opportunities

 The knowledge pool in the form of the employees can establish the company as a
promising player in the secondary market.
 Institutional players in the field of Tourism are constantly looking for better service
related options. The company can add value to their products by offering service
contracts.
 The company can emerge as a technology leader because of its competence with
unconventional materials.
Threats
 Unstable position of the domestic market
 Unstable nature of the secondary buyers
 Changing dynamism of the markets and advertising fields
 Ever-increasing competitive nature of the market.
BCG Matrix

Cash Cow
The BCG matrix of the company shows that the “Repair and maintenance” unit of the company
is acting as a cash cow. This unit is catering to a ransom demand. This segment is heavily
dependent on external factors; however, this is a key result area because the Company can utilize
its best resources because the best of the technicians in the field are serving as an assent for the
company (Sanders, 2019).
Poor Dogs
“Medium Vessels Unit” was performing well, however, this success can be attributed to the
superficial demand created by a boom in the industry sector. The company cannot invest heavily

in this area because of the vulnerabilities attached to it. This area failed in responding to the
ongoing recession in the market.
Question Marks
The company’s failure in the neighboring market is a question market, its failure to handle the
pricing factor generates a big question mark on the success and sustenance of future operations.
Star Product
Small boat making division can be considered as the star product of this company, this is the
oldest unit of the company and delivering goods consistently since its inception.
Strategic Alternatives’ Analysis & Recommendations for OzCo
A cumulative analysis of the case facts and the reports developed with the help of the BG matrix,
SWOT matrix, and Perception matrix indicates some key result areas that can make a difference
in the economic performance of the company. These results can be further explored with the help
of the Ansoff Matrix.

 The company can be considered as a technology leader in the field, the technology curve
of the company is enriched with vast experience in the field because of their stints in the
repairing of the boats. The present attempts of the company to introduce carbon fiber in
the boats can act as a game-changer. It can bring down the price of the goods and
establish the company as a large scale producer catering to an upcoming segment in the
market (Francis, 2018).
 The product development quadrant shows that the company failed in projecting its core
competencies for the buyers in the primary markets. The addition of lifestyle-related
elements in the offerings of the company is needed. The rivals of the company are
making a good fortune because they are catering to the high-end customers where profit
margins per unit are higher. OzCo has a convincing presence in the market, however,
monetization of this presence is the need of the hour for the company.

 The company has carved a niche for it in the secondary market, under the present
circumstances the company this company can redesign its products with affordable
maintenance and service contracts and beat the pricing of other players in the market. The
penetration of the company in the market is another factor that can be utilized as a USP
for the company (Sanders, 2019).
 The advertisement strategy of the company needs an overhauling; it should focus more
on lifestyle-related aspects of the products. The current focus is more on technical
superiority and durability. Marketing efforts can be divided into two layers. The first
layer can cater to the secondary markets where technical denominations are important.
The rest of the advertising effort can be utilized to lure the primary market. This
diversification can support the brand image of the company.
 The introduction of new business models can be another area where the company needs
overhauling. Under the current situation, players like Yatchall are using the tools of the
“knowledge economy” to carve a niche for themselves. Established players like OzCo
can incorporate “Knowledge economy tools” and redefine their position in a changing
market.

References
Section 14. SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats. (2019). CTB,
(Online ) (Available At) https://ctb.ku.edu/en/table-of-contents/assessment/assessing-
community-needs-and-resources/swot-analysis/main. Accessed 16-02-2020.
Ocean's Apart. (2020). Maritimo official Website, (Online) (Available at)
https://www.maritimo.com.au/oceans-apart/. Accessed 16-02-2020
SeaHelp. (2020). Yatchall, official website , (Online) (Available at)
https://www.yachtall.com/en. Accessed 16-02-20.
Francis, C. (2018). Pontoon Boat Market: Intense Competition but High Growth & Extreme
Valuation. (Online) (Available at) Reporting 99, https://reporting99.com/pontoon-boat-market-
intense-competition-but-high-growth-extreme-valuation/. Accessed 16-02-2020
Sanders, U. (2019). Leveraging digital capabilities to win in Shipping. BCG, (Online) (Available
at) https://www.bcg.com/industries/transportation-travel-tourism/shipping.aspx. Accessed 16-02-
2020.