Marketing Analysis: Ventura Boats Case Study - University Report

This report presents a marketing analysis of Ventura Boats, a family-based boat building business in Australia. The analysis begins with an introduction to the company and its history, followed by a SWOT analysis that identifies the company's strengths (direct sales, experienced employees) and weaknesses (lack of foreign market experience, outdated technology). The report then explores opportunities (market growth in foreign markets) and threats (substitutes, competition, employee morale). Recommendations, based on the Ansoff matrix, include technological upgrades, expansion into foreign markets, and strategies to address employee motivation and market penetration. The report concludes by summarizing the key findings and suggesting that Ventura Boats should focus on technology upgrades, foreign market expansion, and employee engagement to overcome its challenges.

Running head: MARKETING ANALYSIS
Marketing Analysis on Ventura Boats case study
Name of the Student
Name of the University
Author Note

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MARKETING ANALYSIS
Table of Contents
Introduction................................................................................................................................2
SWOT Analysis.........................................................................................................................2
Threats and opportunity Analysis..............................................................................................3
Recommendations......................................................................................................................4
Conclusion..................................................................................................................................6
Reference....................................................................................................................................7

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MARKETING ANALYSIS
Introduction
Ventura Boats is a business that builds boats and is completely family-based. Since,
1961 it is situated in the Coffs harbor, in new south whales in Australia. The specialty of this
organization is that it designs boats with traditional materials but focuses on high quality.
However, it was successful until the domestic market in Australia started to shrink.
SWOT Analysis
Strengths
 Ventura sells their boats directly to their consumers, which is one of their strengths as
this provides the company with a chance so that they can improve the relationship
between their brand and the customers. It further helps in collecting the direct
feedback of the customers as well (Bone 2017).
 Ventura boats have employees who have many years of experience and knowledge
regarding boat building in Australia.
Weaknesses
 Having no experience about the foreign markets
 Ventura’s traditional method of building it’s boats in this fast grow technological era
is a very big weakness as they haven’t came up with any new model for many years
and so its products are sinking in the Australian markets.
 Having obsolete boat producing technologies many of their boats can be confined by
the Australian Government Legislation from using.

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MARKETING ANALYSIS
 They are unable to bring quick changes in their technology in spite of having skillful
and experienced employees, which can actually stop their present products from
becoming unlawful.
Opportunities
 Increasing market growth in the foreign markets
 As the foreign governments places very less limitations on the utilization of
traditional boats thus, their products can become lawful in the upcoming years
(Terpstra, Foley and Sarathy 2012).
 The nations, which are transpiring with their developing economies, are producing the
rich customers who can afford their passion for indulgence products.
Threats
 With the passing time, there is an availability of substitutes in this business due to
depreciation in the domestic market of Australia.
 More successful and updated companies of boat-builders are in search to buy small
companies that can be their competitors just like Ventura so that they can grab their
market share, dissolve their assets and finally close them completely.
 The employees are searching for better job opportunities because they are facing low
morale due to the conditions inside Ventura boats. Thus, getting better job prospects
they can leave Ventura boats.
Threats and opportunity Analysis
The opportunities that are discovered about Ventura Boats are that it has an increased
growth of market in the foreign markets where the availability of trading partners is huge.
However, as Ventura boats are the category leadership in this boat-building market is limited

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MARKETING ANALYSIS
to Australia only thus, they are very inexperienced in the foreign markets. Moreover, the
growth as well as the prospect in the foreign markets is vast. Another opportunity that came
out clear was that unlike the Australian government legislations, the foreign governments
apply very few limitations in utilizing traditional boats. Thus, from this it has been very clear
that if Ventura reaches out to the foreign markets with their present products then they can
definitely make their products lawful that are almost on the verge of becoming unlawful due
to Ventura’s outdated technologies. However, economically developing countries like china,
South East Asia, South Korea, Poland and Germany all have better opportunities for Ventura
to export their traditional boats because here the consumers are mainly rich and can afford
expensive products (Baldwin and Lopez‐Gonzalez 2015).
Ventura has few threats as well and the biggest of them are the emerging substitutes
because the internal markets in Australia are sinking and thus, customers are switching on to
the substitutes where they can get updated products in proper price range. Bigger companies
are searching to take over smaller companies like Ventura so that they can close them fully
by occupying their market shares. Larger companies have more recognition of their brands,
significant Human Resources along with their economy scale. Therefore, for them it becomes
very easy to take over small businesses and finish them. The largest threat is the de-motivated
employees in Ventura due to their market conditions. Thus, their experiences and skillful
employees are searching for better job offers, which is the biggest threat for any company.
Thus, threat can in future cause low productivity, huge turnover and negative organizational.
Recommendations
Thus from the above weaknesses, threats and opportunities of Ventura boats the
recommendations that can be suggested keeping in mind Ansoff matrix are as below-

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MARKETING ANALYSIS
 The first thing that they must focus on is to get them updated with technology. In
today’s era, technology is growing so fast that it is overtaking everyone under it.
Thus, they must also include technology in their boat manufacturing techniques. This
can not only help their market value from depreciating but also help their products
from getting illegal by the Australian Government. Thus, product development is
taking place that can satisfy the changing needs of the customers (Shaw 2012). Their
approach must be quick so that it becomes a challenge for their employees to involve
the flavor of technology to their business. This will also stop the employees who are
searching for better job opportunities.
 The next work that they must do is to try their luck in foreign markets. China, South
Korea, Germany are all having high opportunities for this type of businesses. They
have high market values and they it can be a huge success for Ventura if they try out
there. In foreign markets, they put fewer or no limitations for the use of traditional
boats that can be another advantage. Thus, market development is taking place with
new market segments with their own products (Proctor 2014). Apart from that,
foreign countries, which are having rich customers, can also buy the traditionally
designed boats of Ventura for fulfilling their boats. This will in a way help Ventura
from completely fade away from the developing markets.
 Lastly, to overcome the threats of the substitutes Ventura must focus on their
performance which is lacking. This is very much due to the de-motivated employees
and their internal conditions. For the time being they must lower, the products price a
bit to attract their customers and gain their support. Thus, the market penetration
strategy will work here where the company can sell their already existing products
and gain market shares (Zarzewska‐Bielawska 2012). Thus, Ventura must pay more
attention on their employees, start from zero, they must act carefully as fast as

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MARKETING ANALYSIS
possible, people must be calm rather than being anxious and the employees must be
aware of the true situation and get equal chance to turn around themselves for the
betterment of the company. This will further help them in diversification where they
can come up with new range of products with developing technology and motivated
staffs (Hussain et al. 2013).
Conclusion
Thus from the above case analysis it can be concluded that to deal with the current
conditions of Ventura boats the organization should quickly focus on upgrading their
technology and try to make connections to foreign markets.

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MARKETING ANALYSIS
Reference
Baldwin, R. and Lopez‐Gonzalez, J., 2015. Supply‐chain Trade: A Portrait of Global Patterns
and Several Testable Hypotheses. The World Economy, 38(11), pp.1682-1721.
Bone, J., 2017. The hard sell: an ethnographic study of the direct selling industry. Routledge.
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.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Shaw, E.H., 2012. Marketing strategy: From the origin of the concept to the development of a
conceptual framework. Journal of Historical Research in Marketing, 4(1), pp.30-55.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Zarzewska‐Bielawska, A., 2012. The strategic dilemmas of innovative enterprises: proposals
for high‐technology sectors. R&D Management, 42(4), pp.303-314.