BUS106 Marketing Principles: Ventura Boats Case Study Solution

This case study provides an analysis of Ventura Boats, a New South Wales based boat building company, using a SWOT framework to assess its internal strengths and weaknesses, as well as external opportunities and threats. The analysis identifies the shrinking domestic market, the rise of substitutes, and potential government restrictions as key threats. Opportunities include less restrictive overseas markets and the increasing demand for luxury goods in emerging economies. The report recommends that Ventura Boats adopt modern technologies, explore overseas trade, and utilize digital marketing strategies to overcome its challenges and ensure future growth. This document is available on Desklib, where students can find a wide range of study resources including past papers and solved assignments.

Running head: VENTURA BOAT CASE STUDY ANALYSIS
Ventura Boat Case Study Analysis
Name of the Student:
Name of the University:
Author note:

1VENTURA BOAT CASE STUDY ANALYSIS
Table of Contents
Introduction......................................................................................................................................2
1. Internal and External environmental analysis of Ventura Boats (SWOT)..................................2
Internal Analysis..........................................................................................................................2
External Analysis.........................................................................................................................3
2. Analysis of Threats and Opportunities........................................................................................3
3. Recommendations........................................................................................................................5
References:......................................................................................................................................7

2VENTURA BOAT CASE STUDY ANALYSIS
Introduction
This report will focus on the various issues in relation to the organizational tensions for a
successful strategy via the Ventura Boats case study. It will elaborate further with an objective of
analyzing the internal and the external environment of Ventura Boats by using the SWOT
matrix. Threats and opportunities for the company will be the main subject of concern in this
report. Lastly, it will end up with few strategic recommendations and suggestions so as to
manage the management risks that the company is facing in the current days.
Ventura Boats is a New South Wales based Business Company that is operating since
1961. It is a small boat building business that is operating only in the domestic area. This section
of the report will identify the internal and external factors that are presently affecting its nature of
business.
1. Internal and External environmental analysis of Ventura Boats (SWOT)
Internal Analysis
Strength Weakness
 Experienced company
 High quality and luxury boats
 Industry-respected employees
 Australian category market leader
 Confined only to Australian market
 Large range of its products are in
decline in the market of Australia
 Low employee morale
 Zero experience in the trading market
 Dependency on the traditional
manufacturing processes and materials

3VENTURA BOAT CASE STUDY ANALYSIS
for building boats
 Use of out dated technology and
designs
External Analysis
Opportunities Threats
 The overseas government has placed
less restrictions for using traditional
boats
 Ventura products will still be legal for
many of the coming years
 The emerging economies have resulted
in rich customers
 Rich customers tend towards luxury
boats, as they have a passion for luxury
and traditional products
 Emergence of substitutes
 Growing market of overseas along with
the presence of trading partners
 Notable staff departures from the
company
 People are moving towards more
ordered and efficient technologies
 Shrinkage of the domestic market in
Australian
 People no longer wants to use the old
boat models
 Australian government can place
restriction in the usage of majority of
the Ventura boats in the future.

4VENTURA BOAT CASE STUDY ANALYSIS
2. Analysis of Threats and Opportunities
Threats: The Australian domestic market is slowly shrinking and this is resulting in the
emergence of more number of substitutes in the market of Australia (Green, Sterner and Wagner
2014). With the same, though Ventura Boats is one of the category market leaders, it does not
have any experience regarding the overseas market and the overseas market is growing rapidly in
the majority of the countries and that too with the presence of trading partners. Moreover,
recently, the CEO of Ventura Boats has informed that the government of Australia may give
restrictions on the usage of some specific types of boats of the company. With much efficient
and well-experienced staffs, the company will still not able to make the necessary changes in the
technology in such a less time i.e., before the current products become illegal in the Australian
market. Not only Ventura, but the rest other traditional boat building companies that are present
in Australia are also going through the same crisis. They are also undergoing possible ruins. This
is one of the major challenges that Ventura Boats is facing in the present years. Furthermore, the
current generation tends more towards the modern and latest technologies that are efficient both
in terms of material and manufacturing process (Ellabban, Abu-Rub and Blaabjerg 2014). With
the same, some of the larger boat building companies inn Australia are looking forward for
buying smaller competitors such as Ventura Boats in order to liquidate their assets and get their
market share, which in turn will slowly bring them to their closure. This is why, the employees
of Ventura have low morale and most of its best employees are leaving the company because
there are very little chances of improvement of the company. As a result there are very
significant staff departures.
Opportunities: The major opportunity existing for Ventura is that there are lesser restrictions on
the usage of traditional boats from the overseas government and that the boats of Ventura will

5VENTURA BOAT CASE STUDY ANALYSIS
still be legal in few of the near years as well. Furthermore, the growing economies in the
emerging nations has generated wealthy customers, this is greatly beneficial for such traditional
boat builders (Reynoso et al. 2015). This is because most of the rich customers are generally
passionate for luxury products and there are very high chances that these customers will buy
traditional boats (Kang and Park 2016). Hence, it will help the Ventura boats to sell their boats in
the Australian market.
3. Recommendations
There are few recommendations listed below that Ventura Boats could use in order to tackle
the above situation.
 The company must make use of modern technologies, latest materials and latest
manufacturing processes for building their products, rather than relying on the traditional
methods.
 It must opt out the use of hand built boat building ways.
 In order to ensure that the international exporters are well familiarized with the business
culture of Australia, training programs must be conducted. It will help Ventura to
promote an effective intercultural communication within the company and this in turn
will also help it interact with the international or foreign customers.
 It must start overseas trade and expand its business internationally. This will help Ventura
to increase its customer segment as well, as more people will be aware of this brand and
its business. It will also result in making a world wide popularity of Ventura Boats, which
will save the company from shrinking in the near future.

6VENTURA BOAT CASE STUDY ANALYSIS
 Ventura boats can make use of social networking sites and various other advertising
medium for marketing and advertising its products. It is very important for a company to
make people aware of its existence in order to remain in this competitive market
environment (Olins 2017). Hence, Ventura must advertise its products though different
online sites to reach more number of buyers so that, its product portfolio could be saved
from shrinkage and declining (Scott 2015).

7VENTURA BOAT CASE STUDY ANALYSIS
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.
Kang, Y.J. and Park, S.Y., 2016. The perfection of the narcissistic self: A qualitative study on
luxury consumption and customer equity. Journal of Business Research, 69(9), pp.3813-3819.
Olins, W., 2017. The new guide to identity: How to create and sustain change through managing
identity. Routledge.
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.