Individual Case Study Analysis
1000 words (+/- 10% allowable range)
Online via Turnitin
Week 13 (Monday 9th of October 2017, 15:55PM AEDT)
* Please remember the time difference between states
The purpose of this individual case study analysis is to further your skills in applying relevant marketing analysis tools. It will also test your ability to identify a range of marketing problems and propose strategical solutions. This will enable you to apply marketing theories and concepts to a “real world” business case. Your first task is to read the following case study:
Ventura Boats Case Study
Ventura Boats is a family‐owned boat building business based in Coffs Harbour, New South Wales. Operating since1961, Ventura designs and builds high quality, small- sized, luxury boats that are made in traditional hand-built ways from traditional materials. Until now the business has prospered and it has built up strong reserves of cash. Ventura sell their boats to boat‐yards and also direct to consumers in Australia. However, the Australian domestic market is shrinking and more and more substitutes are becoming available.
In contrast, there is fast market growth overseas where trading partners are available but, despite being the category market leader in Australia, Ventura has no experience in overseas markets. Ventura has always relied on traditional methods and materials to build its boats; this was fine in the 1960s, 70s and 80s but in recent decades there has been a move to newer and more efficient technologies both in materials and manufacturing processes. With no new models for decades, Ventura has a portfolio of products in decline In the Australian market.
More worryingly, much of Ventura’s manufacturing technology is outdated and the CEO has told Ventura’s staff recently that ‘there is about to be Australian government legislation to restrict the use of some of our boat types.’ Despite having experienced and industry –respected staff, Ventura will not be able to make the technology changes fast enough before their current products become ‘illegal’ in Australia. This is not just affecting Ventura: other traditional boat‐builders in Australia face possible ruin too.
Indeed, some of the larger and more technologically advanced boat‐builders are now looking to buy out their smaller competitors such as Ventura in order to acquire their market share, liquidate their assets and then close them down. Because of all of this, Ventura’s employees have low morale and significant staff departures are a risk (that is, Ventura’s best employees are likely to leave for other jobs if things don’t improve). On the brighter side, overseas governments place fewer restrictions on the use of traditional boats and Ventura’s current products will be legal there for many years to come. More than
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this, the growing economies of emerging nations are generating wealthy consumers who have a passion for luxury products.
Based on the case study information above you are to:
a. Perform SWOT analysis of Ventura Boats
b. Analyse the threats and opportunities you have discovered about Ventura Boats future.
c. Based on the Ansoff’s Matrix and identified threats and opportunities, suggest a strategical alternative that Ventura Boats should pursue in the future. Provide reasons for your answer and support your recommendations with credible sources of information.
In preparing your recommendations, you will need to reference at least 5 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.
Your analysis document MUST follow a professional report structure:
Table of Contents
Threats and Opportunities Analysis
Reference List (you must apply Harvard Referencing Style)