OzCo Boats Case Study: BUS106 Marketing Principles and Strategies

This case study provides a comprehensive marketing analysis of OzCo Boats, a family-owned boat building business facing challenges in the Australian market. The analysis includes a SWOT assessment, identifying strengths, weaknesses, opportunities, and threats. Key threats involve technologically advanced competitors and strict government regulations, while opportunities include developing new boat models and leveraging overseas market growth. The report recommends strategies based on Ansoff's matrix, particularly market development and penetration, along with adopting new technologies to enhance manufacturing processes and gain a competitive advantage. The analysis concludes with actionable recommendations for OzCo Boats to adapt to market changes, improve profitability, and secure a sustainable future in the boating industry. This document is available on Desklib, a platform offering study tools and solved assignments for students.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
Table of Contents
1. SWOT Analysis of OzCo BOATS.........................................................................................2
2. Threats and Opportunities Analysis.......................................................................................3
3. Recommendations..................................................................................................................5
References..................................................................................................................................7

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1. SWOT Analysis of OzCo BOATS
Strengths
 The OzCo Boats Company has
extremely huge presence in the
entire globe
 The goodwill of the firm is effective
in nature
 The staffs are experienced in nature
 The firm sells different kinds of
products which are luxurious in
nature (Flora, Schooler and
Pierson 2018)
Weaknesses
 The management of OzCo does not
have any kind of experience for
dealing with the different overseas
market across the various countries
 The company uses the different
kinds of outdated kind of
technologies for the designing the
different boats which are not
preferred in nature
 The employee’s morale is
decreasing in nature as the main
concern is due to the conditions of
the market along with the strict
regulations of Australian
government (Domegan and
Hastings 2017)
Opportunities
 The company can gain huge
opportunity in form of the different
customers who are passionate about
the different luxurious and
traditional kinds of boats
Threats
 The different kinds of technological
advancements which are being
utilised by the respective boat
company are utilized by the various
rivals in the entire market can result

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 There are various kinds of
legislations of the overseas
governments which will support
the different old models of the
company which is legal for some
years (Kotler and Armstrong
2015)
in threat as this will shift the entire
focus of the customers towards them
 There are various kinds of
substitutes available in the market
which will be increasing threat to the
OzCo Boat Company
 The new entrants are using the
different technological
advancements which are used in
building the boats and this will
directly affect the sales of the OzCo
Boat Company in a negative manner
(Goworek, McGoldrick and
McGoldrick 2015)
 The major threat of imposing
legislations by the government of
Australia can result in the stoppage
of the preparing and trading of the
different boats of the traditional
procedures (Rivera 2017)

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2. Threats and Opportunities Analysis
The SWOT analysis has helped in analysing the different kinds of opportunities and
threats which are required to be adopted which will help in managing the same. The external
environmental analysis will be helpful in managing the different external threats and
opportunities:
Threats
From the above, this can be analysed that there are various types of threats of the
OzCo Boats as there are different other technologically advanced boat builders in the entire
market. The OzCo Boats Company is one of the small competitors in the market and they are
not able to perform in an efficient manner in comparison to the other competitors. The other
technologically advanced companies of boat in the entire competitive market is a huge threat
for OzCo Boats Company (Domegan and Hastings 2017).
Moreover, this can be seen that the OzCo Boats Company has more threats than the
different opportunities and due to the different kinds of threats, the other competitors are
trying to close the small competitors in the market and liquidate the different assets as well.
Additionally, this can be seen and analysed that the different kinds of legislations of the
government is affecting the overall market share of OzCo Boats Company and this will be a
huge trouble for the company in a negative manner (Lees-Marshment 2014).
Opportunities
There are various kinds of opportunities for OzCo Boats Company in which this can
be seen and noticed that this helped in gaining competitive advantage in the entire market
(Serrat 2017). On a brighter note, this can be analysed that the government has included
different kinds of rules and regulations on the traditional type of boats, in this scenario, the

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OzCo Boats Company has the actual opportunity to create the different new models of boats
with proper implementation of the different kinds of innovative procedures in an appropriate
manner (Tanner and Raymond 2015). Additionally, the OzCo Boats Company has other
opportunity wherein there will be current development of the new kinds of products which
will be legal in the future as well.
3. Recommendations
From the above, after the entire analysis of the different kinds of strengths,
weaknesses, opportunities and threats, this can be recommended that there are different kinds
of strategies which will be helpful for the company in gaining competitive advantage. There
are alternative growth strategies of the OzCo Boats. With the help of the Ansoff’s matrix, this
will be helpful in focusing more on the potential kinds of products in the entire market. As
per the respective strategy, the respective OzCo Company utilizes the strategy of market
development which is the part of the Ansoff’s matrix. With the respective strategy, this will
be helpful for the organization to enter into the different markets which are new in nature
with the help of the different existing kinds of products.
There are different kinds of difficulties regarding the actual experience of continuing
the business effectively in the entire overseas market, however the same can be reduced with
providing proper training and development of the employees. Furthermore, the organization
will be enjoying the legislation benefits of the overseas government wherein they can create a
new base of customers with the unique kind of luxurious technology and changing the
traditional products in an efficient manner. Furthermore, the respective market development
strategy will be helpful in reducing the different threats of the various new entrants in the
market as this will assist the organization in the existing market and this will be helpful in
enjoying the different privileges of the goodwill in an efficient manner.

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Additionally, when the company OzCo Boats will be able to analyse their activities
and they will be accepted in the new market, then the company can adopt the new
technologies along with innovative kind of strategies for the development of the product
along with market penetration as well. However, on the other hand if the respective
organization do not want to enter into the new kind of market, then it can be recommended
that the company can follow the market penetration strategy and this will help the company
in increasing their profitability in an appropriate and efficient manner. There are different
kinds of technical changes which can be adopted in the process of manufacturing which will
be helpful in managing the changes effectively.

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References
Domegan, C. and Hastings, G., 2017. Social marketing principles. In Social Marketing (pp.
26-51). Routledge.
Flora, J.A., Schooler, C. and Pierson, R.M., 2018. Effective health promotion among
communities of color: The potential of social marketing. In Social Marketing (pp. 353-373).
Psychology Press.
Goworek, H., McGoldrick, P.J. and McGoldrick, P.J., 2015. Retail marketing management:
Principles and practice. Harlow, UK: Pearson.
Kotler, P. and Armstrong, G., 2015. Marketing Principles: Global and South African
Perspectives.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Rivera, J., 2017. Marketing Principles.
Serrat, O., 2017. The future of social marketing. In Knowledge solutions (pp. 119-128).
Springer, Singapore.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota
Libraries Publishing.