BUS106 Marketing Principles: Ventura Boats SWOT Analysis Report

This report presents a SWOT analysis of Ventura Boats, a family-owned business operating since 1961. The analysis identifies the company's strengths, such as high-quality luxury boats designed in a traditional style, and weaknesses, including outdated technology and a lack of new models. Opportunities for Ventura Boats include overseas growth and mergers with advanced boat builder companies, while threats consist of advanced technology used by competitors, taxes, and government regulations. The report recommends market penetration and development strategies, along with product development and diversification to introduce new, technologically advanced products. It also suggests leveraging generic strategies for stability, expansion, and cost-cutting to enhance the company's performance in a competitive environment. Desklib provides access to similar solved assignments and past papers for students.

RUNNING HEAD: Marketing Principles 0
Ventura boats
Marketing Principles

Marketing Principles 1
Contents
SWOT Analysis.....................................................................................................................................2
Strength.............................................................................................................................................2
Weakness...........................................................................................................................................2
Opportunity.......................................................................................................................................2
Threats...............................................................................................................................................3
Threats and Opportunities Analysis.......................................................................................................3
Recommendations.................................................................................................................................4
References.............................................................................................................................................5

Marketing Principles 2
The Ventura boats is operating since 1961 and is a family owned business. The company is
based in Coffs Harbour, New South Wales. The boats are designed in traditional ways with
traditional material.
SWOT Analysis
The strength and weakness are internal and found within the organisation. However
opportunities and threats are external and found outside the organisation.
Strength
High quality: Ventura has shown itself to be a bright point in the marine industry. Ventura
made boats in high quality and small size.
Luxury boats: The Company produces luxury boats, which are inspired from the designs of
1960’s-1980s. The luxury boats are designed from traditional materials (Armstrong, et. al.
2015).
Traditional style: The Company designs boats in traditional styles. The company builds fast
wooden speedboats. It makes use of retro design which reflects 1960’s and 1970’s. The
company sell boats to both boat yards and consumers.
Weakness
Out-dated technology: Most of the Ventura’s technology is out-dated. The company uses
traditional techniques to design their boats such as 1960s, 1970s and 1980s.
No new models: The designs are made from traditional techniques and do not use modern
technology. The designs are inspired from 1960s and there are no new models due to lack of
efficient technology.
Restriction from government: The government has restricted use of some of boat types of
Ventura. The company will be able to change technology only after some products become
illegal.

Marketing Principles 3
Opportunity
Overseas growth: Ventura can expand operations internationally and manufacturing units can
be established in other countries too.
Merger with advanced boat builder companies: The advanced boat builder companies are
looking for the companies like Ventura to obtain market share. By merging with these
companies Ventura can get a hefty amount (Challagalla, Murtha & Jaworski, 2014).
Renovate technology: The Company can design boats by renovating technology. It can help
company to establish it’s image in the market, as the government has put restriction on some
type of boats.
Threats
Advanced technology: The advanced technology has slow down the production and is the
biggest threat for Ventura. The customers demand new technology whereas the company uses
traditional technology. Only a few persons like to buy designs inspired from 1960s.
Taxes and over regulation: The recent increase in property tax has become threat for the
company. The government has also banned the use of some boat types and has made
regulations for the techniques used in production.
Threats and Opportunities Analysis
Ventura has threat from the companies using advance technology because the manufacturing
of company is dependent on traditional techniques. The company basically designs boats
inspired from 1960s and 1970s. There are only few persons who like to buy boats of old and
traditional techniques, as retro designs cannot be everyone’s choice. The taxes and over
regulation implied by government can be biggest problem for the company. According to the
legislation of government certain types of boats can be restricted. Whereas the company
cannot easily change technology fast as long as the products become illegal in the country.
The advanced boat builders are also looking for the acquisition of small companies like
Ventura to increase their stake in the market (Totten & Cross, 2015). Because of this the
employees of the company have low confidence and are more likely to leave job if the things
are not going to improve.
Ventura has opportunity to expand operations on international level. The persons who have
royal taste always like to buy products of traditional techniques. The company can increase

Marketing Principles 4
it’s business overseas by setting up manufacturing plants or it can export products to the
subsequent countries. The company can also merge with advance boat builder companies. So
that modern and efficient techniques can be used in production other than traditional. Now
days the buyers are more interested in buying boats with modern technology. By merge ring
with other companies, Ventura can renovate technology and can charge hefty amount from
customers. Moreover the overseas government has placed fewer constraints on using
traditional boats (Popescu & Baban, 2014). The current products of the company are going to
be legal for many years to come. The customers who have taste for royal and luxury products
will always appreciate products of Ventura.
Recommendations
Based on the Ansoff’s matrix, market penetration is used by Ventura to sell existing products
into the existing market. It increases the market stake of current products. The traditional
technique is used in the existing products of company. In the market development, Ventura
sells boats in new markets (Brunswick, 2014). It can increase sales of the company by getting
new distribution channels. Ansoff’s market penetration and market development are used for
the existing products of company, whereas product development and diversification are used
for introducing new products and can be assumed as opportunity for the company. The
company can use product development to introduce new products into the existing markets.
The new products will be enriched with new technology. The product development identifies
need of customers and spends on research and development and innovations (Kiseleva, et. al.
2016). Diversification can be used by the company for the new products in the new market. A
company using diversification should have idea about risks and what it can gain in the new
market.
Based on the threats identified Ventura should start using modern and efficient techniques
which can help in increasing production and sales. The opportunities like growing overseas
can actually help company to expand it’s operations in the international market. The company
can use generic strategies as a strategic alternative to pursue it’s activities in future. It is
going to help for survival in the competitive environment (Polat & Akgün, 2015). The
generic strategy includes grand strategies and market oriented strategies. These grand
strategies are useful for stability, expansion and cost-cutting. Ventura can stable it’s business
in the market by grand strategy, it can also help in expansion and cutting cost of products. By
following this strategy the company can do enhance it’s performance. The market oriented

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strategies can be used for product differentiation. Ventura can make use of market oriented
strategies for the launching of new products. The company can also differentiate boats by
using new technology (Dibb, 2017).

Marketing Principles 6
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Challagalla, G., Murtha, B.R. and Jaworski, B., 2014. Marketing doctrine: a principles-based
approach to guiding marketing decision making in firms. Journal of Marketing, 78(4), pp.4-
20.
Totten, J.W. and Cross, J.N., 2015. Marketing the Introductory Marketing Course: an
Analysis of Changes in the" Buyers’" Perceptions. In Proceedings of the 1992 Academy of
Marketing Science (AMS) Annual Conference (pp. 250-254). Springer, Cham.
Kiseleva, E.S., Eryomin, V.V., Yakimenko, E.V., Krakoveckaya, I.V. and Berkalov, S.V.,
2016. The essence, purpose and principles of marketing relationships.
Popescu, A.M. and Baban, A., 2014. SOCIAL MARKETING IN HEALTH BEHAVIOR
CHANGE: A PRACTICAL REVIEW. In SGEM2014 Conference on Psychology and
Psychiatry, Sociology and Healthcare, Education (Vol. 2, No. SGEM2014 Conference
Proceedings, ISBN 978-619-7105-23-0/ISSN 2367-5659, September 1-9, 2014, Vol. 2, 831-
838 pp, pp. 831-838). Stef 92 Technology.
Dibb, S., 2017. Changing Times for Social Marketing Segmentation. In Segmentation in
Social Marketing (pp. 41-59). Springer, Singapore.
Polat, V. and Akgün, A.E., 2015. A conceptual framework for marketing strategies in web
3.0 age: Adaptive marketing capabilities. Journal of Business Studies Quarterly, 7(1), p.1.
Brunswick, G.J., 2014. A chronology of the definition of marketing. Journal of Business &
Economics Research (Online), 12(2), p.105.