University Case Study: Strategic Management of Ozco Boats Analysis

This document presents a strategic management analysis of Ozco Boats, a family-owned boat building and repair business. The analysis includes a perceptual map comparing Ozco with its competitors, a SWOT analysis identifying the company's strengths, weaknesses, opportunities, and threats, and a BCG matrix assessing its market position. The assignment further explores strategic alternatives using the Ansoff matrix, focusing on market development strategies. It also offers recommendations for Ozco, such as market research, increased marketing budget allocation, and marketing strategy implementation. The analysis aims to provide insights into Ozco's strategic positioning and potential growth strategies in the competitive boat manufacturing market, as required by the BUS106 Marketing Principles course.

Running head: STRATEGIC MANAGEMENT OF OZCO
Strategic Management of Ozco
Name of the student
Name of the University
Author Notes:

1STRATEGIC MANAGEMENT OF OZCO
Table of Contents
Perceptual Map for Ozco...........................................................................................................2
SWOT analysis for Ozco...........................................................................................................3
BCG Matrix for Ozco.................................................................................................................4
Strategic Alternatives’ Analysis.................................................................................................5
Recommendations......................................................................................................................7
REFERENCES...........................................................................................................................8

2STRATEGIC MANAGEMENT OF OZCO
Perceptual Map for Ozco
A perceptual map is a tool that companies use to evaluate the position of a company
with respect to the position of the competitors in the market (Yumusak, Yilmaz and
Gungordu 2016). The three business units of the Ozco will be assimilated into one after
which it will be compared with Rivera Australia and Maritimo in the following perceptual
map.
Figure: Perceptual map (Source: As created by the Author)
OZCO
Rivera
Maritimo
Price
Product Diversity

3STRATEGIC MANAGEMENT OF OZCO
There are two factors in accordance with which the perceptual map is being
developed; Price and product diversity. The position of Ozco in the map is as a result of the
diverse products that are offered and the prices that is coupled with the product offerings.
Rivera is placed in the position due to the limited products that they offer while Maritimo has
been placed in the said position as a result of the limited yet luxury products that they offer.
SWOT analysis for Ozco
Following is the SWOT analysis of Ozco
Strengths
 Segregated into three divisions for organizational effectiveness which allows the
company to increase the efficiency of each department
 Ozco offers repair and maintenance services that are offered by no other boat
manufacturing company
 Offering different pricing options thus appealing to the different Australian Consumers
 Favourable employee remuneration ensuring that employees are motivated and loyal.
Weaknesses
 Some divisions of the company are considered too expensive as a result of the luxury
products that are offered by the luxury division.
 Innovation coupled with rise in cost of manufacturing. The company is subject to lack of
innovation that can pose threats to the sustainability of the company.
Opportunities
 Increasing consumer interests in water leisure could imply that there could be rise of
consumption of products offered by the company.

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 Growth of the leisure and tourism industry ensures that there will be growth in the
consumption of products offered by the company.
 Growing GDP and high per capita income of the Australian gives the consumer the
purchasing powering parity to purchase products offered by the company.
Threats
 Rising number of competitors, effective marketing strategies employed by the
competitors pose threats to the sustainability of Ozco.
 Ozco has low market share and thus, this poses threat to the needs of the company in
terms of generation of favourable amount of revenue.
BCG Matrix for Ozco
Figure: BCG Matrix

5STRATEGIC MANAGEMENT OF OZCO
The main motive behind the use of a BCG matrix is to evaluate the current state of a
company in terms of growth in the market and the relative market share that they possess
(Shanbhag, Dutt and Bagwe 2016). From the case, it has been found that Ozco operates in the
Questions marks quadrant as they have relatively low market share in a market that is deemed
to be growing. The companies that are operating in the question mark quadrant of the matrix
are a position that is questionable in nature. Ozco operates in a market where the economy is
deemed to be favourable. The per capita incomes are deemed to be rising and that latter is
couples with a favourable GDP. Hence, companies should be able to gain favourable nature
of outcomes in terms of performance in the market. However, lack of innovation or too much
diversification is keeping the company from capitalization on the market that they operate in.
The company should aim to operate in the stars quadrant of the BCG matrix and thus, the
nature of activities to be carried out by the company should be to carry out activities that can
help the company in sustaining favourable outcomes with the help of which the company can
position themselves in the stars quadrant of the BCG matrix.

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Figure: Ansoff Matrix
The main motive of the company would be to capitalise on the opportunities that are
coming towards the company. It should be the aim of the company to follow the trends in the
market and position themselves in the market development quadrant.
The above motive can be obtained by the company only if they can communicate their
value proposition in the market. Putting emphasis on marketing can help the company in
putting forward the motives of the company in front of the consumer community. Ozco
should show urgency and identify marketing measures through which they can increase the
efficiency of the company in terms of communicating the value proposition of the company
to the consumer community and the diverse stakeholder groups. The company has enough
capital to allocate higher amounts of capital in the marketing budget. Traditional marketing
mediums such as advertisements on television, print media such as newspapers and
magazines and radio can help in communicating the value proposition of the company to the
masses (Kumarasamy and Srinivasan 2017). The latter techniques are deemed to be
expensive, however, Ozco should opt for the same to increase the exposure. The company

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can also opt for digital marketing. Digital marketing is a medium with the help of which
companies can use tools such as Social media, Search Engine Optimisation (SEO) or Pay Per
Click Content (PPC) in order to economically promote the motives of the company in the
consumer community (Musa et al. 2016). Furthermore, it can be said that the company
should engage themselves in sustainable activities that help them in generating world of
mouth in the market that they are operating in.
Recommendations
Following are the recommendations for Ozco in accordance with the strategic
alternatives that have been presented;
 Carry out market research regarding the tastes and preferences of the consumers.
 Carry out marketing research to identify marketing approach to be adopted.
 Increased budget allocation for marketing activities.

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REFERENCES
Kumarasamy, T. and Srinivasan, J., 2017. Impact of social media applications on small and
medium business entrepreneurs in India. International Journal of Commerce and
Management Research, 3(10), pp.50-53.
Musa, H., Li, S.C.H., Abas, Z.A. and Mohamad, N., 2016. Adoption factor of mobile
marketing: the case of small medium enterprises in Malaysia. International Review of
Management and Marketing, 6(7S), pp.112-115.
Shanbhag, M., Dutt, M.L. and Bagwe, S., 2016. Strategic talent management: A conceptual
analysis of BCG model. Imperial Journal of Interdisciplinary Research, 2(7), pp.552-556.
Yumusak, T.U.B.A., Yilmaz, K.G. and Gungordu, A.Y.B.E.G.U.M., 2016. Perceptual maps
of smart phones with multi-dimensional scaling analysis. International Journal of Research
In Social Sciences, 6(5), pp.40-44.