BUS106 Marketing: Ventura Boats Case Study - SWOT & Recommendations

This case study provides an in-depth analysis of Ventura Boats, a family-owned boat building business facing challenges in a shrinking domestic market. The analysis utilizes a SWOT framework to identify the company's internal strengths and weaknesses, as well as external opportunities and threats. Key threats include limited experience in overseas markets, potential government restrictions, and the emergence of more efficient technologies. Opportunities are limited but include fewer restrictions on traditional boats in some overseas markets and the potential to attract wealthy customers in emerging economies. Based on this analysis, the report recommends that Ventura Boats adopt modern technologies, expand internationally, implement training programs for international exporters, and leverage online marketing to reach new customers. Desklib provides students access to this and many other solved assignments for academic support.

Running head: ANALYSIS OF VENTURA BOATS
Analysis of Ventura Boats
Name of the Student:
Name of the University:
Author note:

1ANALYSIS OF VENTURA BOATS
Table of Contents
1. External and Internal Analysis of Ventura boats (SWOT analysis)..................................2
Internal Analysis................................................................................................................2
External Analysis...............................................................................................................3
2. Threat and Opportunities analysis......................................................................................3
3. Recommendations..............................................................................................................4
References..................................................................................................................................6

2ANALYSIS OF VENTURA BOATS
The main objective of this report is to focus on the issues related to organizational
tensions for successful strategy through the case study of Ventura boats. It has been
elaborated on the internal and external environmental analysis of the Ventura boats by
making use of SWOT analysis and will further elaborate on a detailed analysis of the threats
and opportunities of the same. Finally, the report will come up with future suggestions and
recommendations in order to manage the strategic and management risks that are faced by the
Ventura boats.
Based in New South Wales, Ventura boat is a business of boat building and is
operating from the year 1961. This section will identify the internal strength and weakness as
well as the external opportunities and threats present for the company.
1. External and Internal Analysis of Ventura boats (SWOT analysis).
Internal Analysis
Strength Weakness
 High quality boats
 Small in size
 Luxury boats
 Experienced company
 Industry-respected staffs
 Category market leader of Australia
 Industry-respected employees
 Relies on traditional manufacturing
methods and materials to build boats
 Out dated manufacturing technology
and design
 No experience in trading market
 Confined to Australian market
 Large portfolio of products that are in
decline in the Australian market
 Employees of the company has low
morale

3ANALYSIS OF VENTURA BOATS
External Analysis
Opportunities Threats
 Overseas government has placed less
restrictions on the usage of traditional
boats
 Growing economies have resulted in
wealthy customers
 The wealthy customers tend to move
towards or have passion for luxury
products.
 The product of Ventura will still be
legal for many more years
 Fast market growth overseas with the
availability of trading partners
 People move towards more efficient
technologies
 Significant departures of staff
 People no longer are willing to use
old models
 Shrinkage of Australian domestic
market
 Implementation of restriction in the
use of some of the Ventura boats by
the Australian government legislation
in the near future.
 Emergence of more substitutes
2. Threat and Opportunities analysis
Threats: Despite being one of the category market leaders, Ventura Boats has zero
experience in the overseas market and there is a presence of fast growing overseas market
with the availability of trading partners. This is one of the major threats, which this family-
owned boat building company is facing in the recent years. With the same, The CEO of the
company has recently informed that there is possibility that the Australian government
legislation may restrict the use of some of the type of company’s boats. Though the company
has experienced and efficient staffs but still it will not be able to make the required

4ANALYSIS OF VENTURA BOATS
technological changes so quickly before some of its current products become illegal in the
country. Not only Ventura is getting affected by this but the rest other traditional boat
builders present in Australia too are facing possible ruin. Furthermore, the present generation
is moving towards modern and more efficient technologies both in terms of material as well
as processes of manufacturing (Ellabban, Abu-Rub and Blaabjerg 2014). Also, some of the
more advanced and larger boat-builders are at present looking forward to buy the smaller
competitors like Ventura so that they can liquidate their very assets, gain their market share
and slowly close them down. Due to this reason, the employees working in Ventura have
very low morale and the best employees are leaving the company as there is very little chance
of improvement of it. As a result, Ventura is facing significant staff departures. Moreover, the
domestic market of Australia is shrinking slowly and therefore, more number of substitutes
are becoming available in the Australian market (Green, Sterner and Wagner 2014).
Opportunities: There are very less opportunities present for Ventura. Still, one of the
major opportunities include that there are fewer restrictions on using the traditional boats by
the overseas government and the boats of Ventura will still be legal in the upcoming years as
well. Moreover, with the growth in economies of the emerging nations, wealthy customers
are generated (Reynoso et al. 2015). Most of these customers are very passionate about
luxury products and there are higher chances of these customers to buy traditional boats
(Okonkwo 2016). This will help Ventura boats to sell their products in the market.
From the above analysis of Ventura Boats, it can be concluded that the company is
facing serious issues in operating its business smoothly in the current market. There is a long
list of threats that is being faced by the company. Opportunities are comparatively less for the
Ventura in recent days.

5ANALYSIS OF VENTURA BOATS
3. Recommendations
In order to tackle the same, few recommendations have been made. Hopefully, these
recommendations will lead the company towards a better and successful future.
 Ventura must implement the use of modern technologies and materials in building and
manufacturing their products rather than sticking on the traditional hand built ways.
 Ventura should start overseas trade. It must expand its business internationally as
well. This will help the expand its customer segment as more number of people will
be aware of it. Furthermore, this will also lead to world wide popularity of the
company, which in turn will save it from diminishing in the near future.
 Training programs are also recommended so that the international exporters could
familiarize with the Australian business culture. This will help the company to
promote effective intercultural communication in the company, which in turn will
help it while interacting with the foreign customers.
 It must start advertising and marketing its product online. It must make the use of
social networking sites to reach buyers and for advertising their products in order to
make people aware of them and so that they large range of product portfolio gets
saved from declining (Scott 2015). In current days there are a large rang of social
medium for such tasks and they are greatly helping the business environment,
especially in the developing countries such as Australia.

6ANALYSIS OF VENTURA BOATS
References
Ellabban, O., Abu-Rub, H. and Blaabjerg, F., 2014. Renewable energy resources: Current
status, future prospects and their enabling technology. Renewable and Sustainable Energy
Reviews, 39, pp.748-764.
Green, J.F., Sterner, T. and Wagner, G., 2014. The Politics of Market Linkage: Linking
Domestic Climate Policies with International Political Economy.
Okonkwo, U., 2016. Luxury fashion branding: trends, tactics, techniques. Springer.
Reynoso, J., Kandampully, J., Fan, X. and Paulose, H., 2015. Learning from socially driven
service innovation in emerging economies. Journal of Service Management, 26(1), pp.156-
176.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
directly. John Wiley & Sons.