Marketing Analysis of OzCo Boats: SWOT and Recommendations

This report provides a marketing analysis of OzCo Boats, a family-owned boat building business. It begins with an introduction to the company and its global business operations. A key component of the analysis is a SWOT analysis, evaluating the company's strengths (direct sales, quality products), weaknesses (decreasing Australian market, outdated technology), opportunities (international market expansion, wholesale distribution), and threats (competition, low employee morale). The report then delves into specific threats and opportunities, such as direct selling affecting the domestic market and the potential for expansion in growing economies. Recommendations are provided to address the identified challenges and capitalize on opportunities, including focusing on technology, employee morale, pricing strategies, and diversification. The conclusion summarizes the findings, emphasizing the importance of adapting to the market to ensure the firm's success.

Running head: Marketing principles
Marketing principles

Marketing principles
Table of Contents
Introduction.................................................................................................................................................3
SWOT analysis............................................................................................................................................3
Threats and opportunities analysis...............................................................................................................4
Recommendations.......................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................6
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Marketing principles
Introduction
The primary object of this task is to outline the business activities and operations of OzCo boats.
It explains that how the firm is flourishing its business globally. SWOT analysis, threats and
opportunities for OzCo . At the end, some recommendations have been given to prevent threats
and weaknesses of the firm. More detail of the task are discussed below.
SWOT analysis
SWOT analysis plays a significant and empirical role in each and every company to identify and
analyze the opportunities and threats of the market (Scherger et al, 2014). By applying this
analysis, the firm can measures the strengths and weakness of the competitors in the competitive
market. The SWOT analysis stands for strengths, weaknesses, opportunities and threats. The
SWOT analysis for OzCo boats has been discussed below (Bull et al, 2016).
Strengths Weaknesses
 OzCo sells its boat direct to the
customers in the global market. It saves
time and money of the firm.
 It designs and develops excellent
quality, size and luxury boats for the
customers in the competitive market.
 It also has a strong and unique portfolio
of products in the Australian market.
 OzCo also uses unique and advanced
technologies in manufacturing process
and material. It is one of the strengths
for OzCo.
 There is high and intense competition
in the global market therefore
Australian market is decreasing. It
could affect the success and growth of
OzCo boats in the Australian market.
 There is more and more substitutes
available in the global market which is
one of the unique weaknesses for OzCo
boat.
 Along with this, OzCo boat uses
traditional methods and materials thus
it can affect the profitability of the firm
adversely.
 The company is failed to make the
changes in technology and process.
Opportunities Threats
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Marketing principles
 The company is using high quality of
material and process thus it can get
ample of opportunities in the
international market.
 The firm can acquire market share by
using new and innovative technology
and resources.
 It is noted that OzCo boats is
continuing expanding and exploring the
business worldwide.
 Development and expansion of the
wholesale distribution relationship.
 There is high and intense competition
in the marketplace.
 Products are already sold by major
competitors in the competitive market.
 Low and poor morale among the
workers could also lead to losses in the
organization.
Threats and opportunities analysis
After analyzing the SWOT analysis, the main opportunities and threats for OzCo boats have
been discussed bellow.
Threats
 OzCo is direct selling their boats to the customers thus, it is affecting the domestic market
of the country adversely.
 The product portfolio of the company is decreasing in the Australian market. It also may
influence the sustainability of the firm.
 Outdated technology and resources are used by the company thus it is a biggest and
leading threat for OzCo boats (Walker, 2016).
 There is a restriction in Australia to use some of the boat of the company.
 OzCo workers have low morale that could become a significant risk and challenge for the
company. High employee turnover and employees resistance is another threat for OzCo
boats.
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Marketing principles
 Along with this, high and heavy competition in the international market may also affect
the business operations and activities of OzCo boats adversely. These are the main and
significant threats for OzCo boats that can adverse impact on the outputs and returns of
the firm.
 The company is unable to make any correction and modification in the technology and
process thus; it affects the business functions of the firm negatively (Jensen, Patel and
Messersmith, 2013).
Opportunities
 The company sells their boats to boat yards and also customers directly. It can become a
significant opportunity for the firm.
 The company focuses on the plans, policies and strategies of the competitors to stand out
against the rivalries.
 The rising and growing economies can also provide a wonderful and greater opportunity
to the company.
 The firm is rapidly growing its business operations in a large extent (Gegan, 2012).
Recommendations
On the above mentioned threats and opportunities, some of the recommendations have been
given towards the achievement of the goals that are discussed below.
 It has been found from the various analysis that OzCo should focus on the technology,
process and resources to gain competitive benefits. New and innovative technologies
must be used by the firm to cope with the rivalries globally (Gray-Stanley and
Muramatsu, 2011).
 OzCo boats must focus on the morale and satisfaction level of the employees to
maximize the profitability and outputs.
 The company should set the appropriate prices of the products to overcome on the
competitors in the marketplace (Hancock et al, 2013).
 Along with, the leaders and top management should motivate and encourage the workers
for performing roles and responsibilities within the organization. It will help to reduce
absenteeism and high employee turnover at the workplace.
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 In addition, the firm should focus on the rules, regulations and policies of the different
countries to run the business successfully and effectively.
 Diversification strategy must be used by the firm distinguish its products from the
rivalries.
In this way, OzCo boats can prevent the future challenges and risks in the competitive market.
Along with this, it also helps in making a dynamic and unique image in the minds of the
customers (Kehoe and Wright, 2013).
Conclusion
On the above mentioned analysis, it has been concluded that OzCo boats is a family owned boat
building business that is based in the Coffs Harbour, New south wales. The company is dealing
in boats and ships. the above mentioned analysis shows that how the company reducing its
challenges and threats and how it is gaining opportunities in the international market. The SWOT
analysis has been done by the firm to analyze and measure the issues and challenges of the
market.
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References
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths,
Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem services, 17, pp.99-111.
Gegan, B.E., 2012. A Case of Depraved Mind Murder. St. John's Law Review, 49(3), p.1.
Gray-Stanley, J.A. and Muramatsu, N., 2011. Work stress, burnout, and social and personal
resources among direct care workers. Research in developmental disabilities, 32(3), pp.1065-
1074.
Hancock, J.I., Allen, D.G., Bosco, F.A., McDaniel, K.R. and Pierce, C.A., 2013. Meta-analytic
review of employee turnover as a predictor of firm performance. Journal of Management, 39(3),
pp.573-603.
Jensen, J.M., Patel, P.C. and Messersmith, J.G., 2013. High-performance work systems and job
control: Consequences for anxiety, role overload, and turnover intentions. Journal of
Management, 39(6), pp.1699-1724.
Kehoe, R.R. and Wright, P.M., 2013. The impact of high-performance human resource practices
on employees’ attitudes and behaviors. Journal of management, 39(2), pp.366-391.
Scherger, V., Vigier, H.P. and Barberà-Mariné, M.G., 2014. Finding business failure reasons
through a fuzzy model of diagnosis. Fuzzy economic review, 19(1), p.45.
Walker, P., 2016. The Theory of the Firm: An overview of the economic mainstream (Vol. 184).
Taylor & Francis.
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