University Case Study Analysis: OzCo Boats and Marketing Principles

This case study analysis examines OzCo Boats, a family-owned boat building and repair business. The analysis includes an evaluation of OzCo's three business divisions using the BCG matrix, classifying them as Stars, Cash Cows, and Question Marks. Perceptual mapping is utilized to understand customer perceptions of OzCo's products, highlighting their stylish design and high quality. The analysis also explores four strategic alternatives from the Ansoff Matrix: market penetration, market development, product development, and diversification, recommending product development as the most suitable strategy for OzCo Boats. The assignment provides insights into applying marketing principles and tools to address real-world business challenges and propose strategic solutions for the company's growth and market positioning.

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Management
Name of the Student
Name of the University
Author note

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Answer to Question 3
Analysis of the BCG Matrix for OzCo’s Three Business Divisions and Analysis of
Classification
The three major business divisions which constitutes of Small Vessels Division,
Medium Vessels Division and Repair and maintenance services. As per the BCG Matrix,
the first division of Small Vessels Division falls under the Stars segment which is the high
growth and the high share businesses or products. There are three major competitors of the
OzCo’s hand-built rowing boats in Australian economy, however, the company has been
capable of offering the lower-priced alternatives available for the customers which makes
them effective.
Moreover, the medium vessels Division falls under the category of the Cash Cows
Segment as it is the low growth and the high market share related aspect or division. Until
last year, the company’s medium vessels division has been able to generate the maximum
level of sales and profitability in the market that enhances the overall sales and growth
prospects of the company sustainably (Tse et al. 2019).
Lastly, the Repair and maintenance services falls under the Question Marks in the
business of OzCo Boats as they are the low share business units in the high growth markets.
The repair and maintenance division of the company serves the business as the final units
wherein the company is now deciding whether to continue with the respective option of
repairing the boats companies along with other parts of the boats which play a vital role in the
rowing of the boats successfully (Suksantilap, Leelasantitham and Glesner 2017).
Therefore, from the analysis of the BCG matrix of the OzCo Boat Company, it can be
seen that there are three major divisions of the company which plays various role in the

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business and some are of the huge importance than the others which are present in the
market.
Perceptual Mapping of OzCo Boat
Perceptual Mapping helps the companies in analysing the perception of the customers
regarding the products. The entire process of perception mapping assists in identifying the
thinking of the different customers regarding the different products which are sold by them. it
has been analyzed and surveyed that the different customers find the products of OzCo Boat
stylish and it improves the effectiveness of the products and services sustainably. The success
as well as profitability of the company mainly depends on the perceptions of the customers
and it helps in managing effectiveness.
Figure 1: Perceptual Mapping of OzCo Boats Company
(Source: Created by author)
As described by Prasetyo and Rahman (2018), it is highly essential for the companies
to understand the needs as well as preferences of the customers wherein they can apply the

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necessary developments which will be appreciating the growth prospects of the company
suitably. The different customers have been successful in finding out the facts that boats
which are prepared by OzCo are of high quality and luxurious in nature. In addition, the boats
are well-designed and it serves the purpose of the company and customers as a whole.
Additionally, it has been noticed that the entire business of OzCo Boats has been able to
generate high level of profitability and revenues in the market in comparison to other
competitors present in the market who have the capability to produce such products. From the
perceptual mapping aspect, it has been found that OzCo Boat Company has been able to
serve the customers in the market appropriately through offering the different products at
lower prices and there are few luxurious items which needs to be maintained effectively that
will be capable of improving their pattern of performing the different business activities
sustainably (Olson et al. 2018).
Answer to Question 4
Analysis of Four Strategic Alternatives of OzCo
Market Penetration- It mainly occurs when the business penetrates the market
wherein the current product already exists. The organization needs to gain the customers of
the competitors as to achieve this, the organization needs to attract the non-users for the
product. The strategy is suitable for OzCo Boats as the existing customers are easier to
convince in comparison to the new ones. It is inclusive of the providing high-quality services
to the different existing customers and value them for continuing business in the long-run
(Madsen 2017).
Market Development- In case of OzCo Boats, the target of the overall market
development is the development of the customers who are not purchasing the products of the
company. As commented by Koks and Kilika (2017), the market development assists the

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company in targeting the new customers for expanding in market. In order to perform this,
the organization needs to identify strength that should lie in the products and they require to
commit that the products have the respective strengths as well. In such scenario, the
customers can be easily attracted towards the products and the company can be achieving
profitability.
Product Development- It is the other aspect which includes two designing of the
product along with engineering and it includes the market research and analysis. Through
application of the strategic process, the organization can see the development of product on
first aspect and the organization needs to apply the strategy of product development as the
strength that lies within product (Key and Czaplewski 2017).
Diversification- It is the last method that assists in increasing profitability of the
organization as well as the sales of new products in market. The organization needs to apply
the Ansoff Matrix diversification strategy for expanding business in new market, however,
there is high risk with diversification. The organization needs to apply process of
diversification when it can provide high return on investment.
Recommendation of One of Best Alternatives
From the analysis of the Ansoff Matrix of OzCo Boats, the company needs to apply
the New Product Development Strategy as the products which are sold by OzCo are made
with the different traditional products and techniques. The organization needs to apply the
various new kind of technological innovations for remaining at par with the competitor
companies. Moreover, they need to adopt the different advanced technology for expanding
their business in market and OzCo has constantly tried in applying traditional methods in
designing their boats (Gurcaylilar-Yenidogan and Aksoy 2018).

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Due to the respective reason, they are unable to experience their profitability and
business in the overseas market. In such scenario, the organization is required to move to the
different new advances in the technological front in process related to manufacturing. For
applying the strategy related to development, the organization needs to prepare and develop
boats with advanced technologies that has been used by other competitors for remaining in
competition and yet again, they will be able to maintain their competitive position in the
entire competitive market scenario which will be making them highly efficient.

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References
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Madsen, D.O., 2017. Not dead yet: the rise, fall and persistence of the BCG
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