Strategic Marketing Analysis of OzCo Boats: BUS106 Case Study

This case study provides a SWOT analysis of OzCo Boat Company, a family-owned boat building business, identifying its strengths, weaknesses, opportunities, and threats. The analysis reveals that while OzCo has a strong brand image and diverse product line, it faces challenges such as debt issues, outdated technology, and intense competition. The study further analyzes opportunities like innovation and market penetration, and threats including staffing issues and legal considerations. Recommendations are made based on the Ansoff Matrix, suggesting a product development strategy to enhance competitiveness, increase market share, and cater to new consumer segments. The report concludes that utilizing the Ansoff Matrix will give OzCo a competitive edge in the market. Desklib provides access to similar solved assignments for students.

Running head: OZCO BOAT COMPANY CASE STUDY
OZCO BOAT COMPANY CASE STUDY
Name of the Student
Name of the University
Author Note

1OZCO BOAT COMPANY CASE STUDY
Table of Contents
SWOT Analysis...............................................................................................................................2
Strengths......................................................................................................................................2
Weaknesses..................................................................................................................................2
Opportunities...............................................................................................................................4
Threats.........................................................................................................................................4
Threats and Opportunity Analysis...................................................................................................4
Analysis of Opportunities............................................................................................................5
Analysis of Threats......................................................................................................................5
Recommendations............................................................................................................................6
Reference List..................................................................................................................................8

2OZCO BOAT COMPANY CASE STUDY
SWOT Analysis
Strengths
The strength can be described as a capability which assists the organization in combatting
with the forces in the external environment (Moutinho and Vargas-Sanchez 2018). The strengths
of the OzCo boat company are as follows:
 OzCo has a strong employee base who have been associated with the company since a
long period of time. These employees belong to culturally diverse backgrounds which
goes a long way in helping the company to engage in effective relations with the different
suppliers and customers alike.
 The OzCo Company has a strong brand image which increases the goodwill of the firm.
 The product line of the company is comparatively very diverse and cater to the needs of
the customers along with the yards.
 The materials used by the firm to make the luxury products are rich in nature which
thereby increases the quality of the products.
 As the company is relatively stronger company in the market, their bargaining power
with respect to the suppliers is quite strong in nature (Grant 2016).
 In the financial dimension as well, the company has a history of strong cash flows and
revenue.
Weaknesses
A weakness can be described as a shortcoming of a company which hinders its growth in
the future of the organization. The weaknesses of OzCo Company are as follows:

3OZCO BOAT COMPANY CASE STUDY
 The company is going through debt issues as it paid for the construction of new boats and
products through loans
 The technology being used by the company is quite outdated in nature which tends to
reduce efficiency in the operations.
 In the past few years the company has been facing problems with respect to the income
earned (Eden and Ackermann 2013).
 The rising price of the fuels has been an increasing cause of concern as it has affected the
profitability as well as operational efficiency of the company.
 The company is operating on outdated ideas as well and does lack innovation which is
very crucial for the wellbeing of the firm.
Figure 1: The SWOT Analysis Framework (Source: As created by the `author’)

4OZCO BOAT COMPANY CASE STUDY
Opportunities
Opportunities can be described as those factors lying in the external environment of the
firm which assist it in achieving long term success (Stead and Stead 2014). The opportunities
being faced by OzCo are given as follows:
 There are various innovation opportunities available for the firm which can be adopted in
order to ensure that the firm remains updated with the latest trends and efficiency of
operations as well
 The company can penetrate deeper into the market and sell the products to a different
targeted segment in order to ensure a wider market share.
 It can diversify its product line to compete with its competitors.
Threats
A threat in the business environment can be described as a factor in the environment
which may lead to problems for the organization (Lasserre 2017). The threats for OzCo are as
follows:
 Staffing issues may lead to a pause in the operations of the organization
 There exists intense competition in the given industry
 Legal considerations may also pose a threat in the long run
 The company is relatively small in size and is unable to face the intense advancements in
the field of technology.
Threats and Opportunity Analysis
Hence, the SWOT Analysis went a long way in the identification of the threats and
opportunities for the OzCo Boat Company. It could be examined that the company has been

5OZCO BOAT COMPANY CASE STUDY
performing well but there are certain strategic factors which pose a threat. The SWOT analysis
contributes as the basis for the Threat and Opportunity Analysis.
Analysis of Opportunities
From the given analysis, it was examined that the company already has a strong market
share and hence, it could make use of this to gain a competitive advantage (Barney 2014). The
company has set up various supporting legislations for the smaller companies like OzCo which
could be taken advantage of. Furthermore, in lieu of improving the operational efficiency, the
company can utilise the latest technology and even use it to produce modern designs.
This shall help the firm to fight with competition and become competitive in nature.
Analysis of Threats
The threats which are being faced by the OzCo Company includes threats such as
inefficient funds to build up technology. Lately, the firm has been facing issues with respect to
the income and for this reason, it is unable to update to the latest technology. The intense
competition present in the given environment also acts as a threat as these companies have a
strong base both financially and technology which fulfils the customer demands easily.
They are being able to come up with innovative designs which places them at a higher
position than OzCo.

6OZCO BOAT COMPANY CASE STUDY
Recommendations
Figure 2: The Ansoff Matrix Framework (Source: Eden and Ackermann 2013).
For the given recommendations which are required to be presented for the improvement
of the OzCo company, the Ansoff`s Matrix needs to be applied. The Ansoff Matrix will assist in
examining and the application of various strategies for the improvement and growth of the firm.
The Ansoff matrix is very useful in the analysis of the competiveness of the offerings made by
the firm with respect to the competition which is prevalent in the given industry.
According to Hill, Jones and Schilling (2014), companies in the same line of business as
that of OzCo, generally apply market penetration and development strategy. In certain cases,
they also apply the diversification strategy in order to ensure it is able to extend its market share
and grow the product line. With respect to the given case study, the most appropriate strategy
which can be applied by OzCo is the product development strategy (Hussain et al. 2013). This
way, it will be able to cater to the needs of the competition in the industry and its offerings will
be able to compete with the offerings of the competitors. The competitors have been offering
products like luxurious boats which is a fairly attractive sector which OzCo can cater to using its

7OZCO BOAT COMPANY CASE STUDY
experience and strong brand image. The product development strategy has another advantage for
OzCo Company by helping it to develop a new consumer target market which shall contribute to
the increase of its revenues.
Therefore it can be stated that the product development strategy will be highly beneficial
for the chosen boat company and help it to overcome its threats by providing a means to increase
market share, consumer base and fight competition. The usefulness of the Ansoff Matrix should
be utilized to gain a competitive edge in the market.

8OZCO BOAT COMPANY CASE STUDY
Reference List
Barney, J.B., 2014. Gaining and sustaining competitive advantage. Pearson higher Ed.
Eden, C. and Ackermann, F., 2013. Making strategy: The journey of strategic management.
Sage.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated
approach. Cengage Learning.
Hussain, S., Khattak, J., Rizwan, A. and Latif, M.A., 2013. ANSOFF matrix, environment, and
growth-an interactive triangle. Management and Administrative Sciences Review, 2(2), pp.196-
206.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Stead, J.G. and Stead, W.E., 2014. Sustainable strategic management. Routledge.

9OZCO BOAT COMPANY CASE STUDY