Project Report

On
BoAt’s Organizational behavior toward
its stakeholders
Submitted by
Group-2

Term-1
Organizational behavior (OB) I

Under the guidance of

Prof. Atri Sengupta
 Acknowledgment

We, the members of Group-2, would like to express our sincere gratitude and appreciation to all those who have
contributed to the successful completion of our Marketing Management End Term Project Report.

First and foremost, we would like to thank our professor, Prof. Atri Sengupta, for their invaluable guidance and
support throughout the duration of this project. Their expertise and insights have been instrumental in shaping our
understanding of marketing concepts and in steering us in the right direction.

We extend our heartfelt thanks to our classmates and friends for their encouragement and constructive feedback
during the project. Their perspectives and discussions have enriched our project and helped us to refine our ideas.

2
 INDEX

S.no Particulars Page no.

1. Introduction 2
2. Success story 3
3. Marketing model 5
4. Organization’s behavior – stakeholder review 6
5. Organizational behavior – employee review 8

6. Organizational behavior – customer review 10

7. Funding and CSR Activity 11

8. Current issue to impact ORGANISATIONAL BEHAVIOUR 12
9. Primary data of internal stakeholders 13

10. Stakeholder POV 15

11. Analysis of the company's internal dynamics 16

12. Theories 18

3
 CRITICAL ANALYSIS OF THE ORGANISATIONAL BEHAVIOUR OF THE COMPANY: BOAT

History and Timeline

BoAt (legal name Imagine Marketing Services Pvt. Ltd.) is an India-based company established in November
2013. The company is an online brand that provides consumer electronics in multiple categories. BoAt sells
headphones, earphones, stereos, clippers, power banks, travel chargers, smartwatches, and cables. Aman
Gupta and Sameer Mehta founded BoAt and has grown to become one of the largest electronics
companies since 2022.
boAt is growing in the dynamic consumer electronics industry that plays an important role in India's
emerging technology environment. Due to the increasing demand for electrical and electronic products,
the sector experienced significant growth. BoAt is at the forefront of this dynamic market with its
substantial presence and is ready to meet the changing needs of technology enthusiasts and consumers.
According to Statista, the Consumer Electronics market in India is set to reach a revenue of $69.15 billion in
2023, with an annual growth rate of 5.89% (CAGR 2023–2028)

About the CEO

Aman Gupta is the Co-Founder and Marketing Director of BoAt. Prior to founding BoAt, Gupta served as
Director of Sales for Harman International, where he managed brands of consumer electronics brands such
as JBL, Harman Kardon, and AKG, for which Harman International is a distributor in India. Gupta's first
venture was Co-Founder and CEO of Advanced Telemedia Pvt Ltd, which helped launch global brands such
as Beats Audio, Sennheiser, and Telex in the Indian market.
Sameer Ashok Mehta is the founder of BoAt. Mehta had business and leadership experience before
founding BoAt.
Designers want to create a lifestyle brand that will bring beauty products and accessories to millennials.
boAt is the brain of this idea. They have created a consumer technology brand that solves the most
common problems faced by millennials and millennials by providing production-oriented, solutions with
the best technology and standards.

Company - Vision and Mission

Vision & Mission: "Sole aim of bringing affordable, durable, and more importantly, 'fashionable' audio
products and accessories to millennials"
During their research, founders Aman Gupta and Sameer Mehta discovered that the craziest people in our
country are looking for affordable, durable, and quality products. In 2014, they kickstarted a great voyage in
Indian consumer waters.
The tagline of the boAt company is, 'Plug into nirvana'.

4
BoAT Success Story:
Consumer-first approach and improvisations
This company has a special message for its user community. Anyone who owns boAt items is selected as
boAthead and becomes part of the group. This gives users a sense of collaboration. The company firmly
believes in paying attention to customers' needs and developing products accordingly.

Portrayal as a lifestyle brand

The company is promoting itself as a lifestyle brand rather than a consumer electronics brand.
This concept was presented at Mumbai Lakmé Fashion Week 2019; here, boAt products were the only
accessories the models wore as they walked through the designer.
Continuously expanding catalogue
The company used customer feedback to determine that Indians love bass guitar. The headphone market is
estimated at 30-40 billion and is growing by 20-30% every year. BoAt launched speakers in 2018 and a
speaker and home audio system in 2019. In June 2023, boAt made a significant product launch with the
introduction of the Nirvana 525 ANC, the world's first wireless neckband earbuds powered by Dolby Audio.
Right targeting
BOAT Lifestyle has been a brand for thousands of years.
The company offers stylish and affordable products that will attract the attention of young people. In
addition, all of the representatives of the products consist of young faces. The company produces products,
especially for young people.

Business Model & USP:

BoAt's strategy is always to create knowledge rather than product. As a business name, boAt does not
create products and does not teach customers how to use them in their lives. Instead, he listens to his
audience and deals with their needs to create products that improve their lifestyle. What sets BoAt apart is
that it's a popular and affordable brand for hobbyists who want the latest technology while looking for style
and affordability.
BoAt has a flexible business model that focuses on customer needs, wants, and behaviours, provides a
competitive advantage, listens, and can meet customer needs in real-time. Most importantly, the brand
constantly updates and expands its products in order to offer technological solutions suitable for changing
customer needs and usage habits.

5
The company focuses on 3 main business strategies to create a good customer experience:
Customer needs
Customer fulfilment
Customer behaviour
People manufacture using their research on products to make them affordable, durable, and stylish. boAt
focuses on building customer and product relationships by treating buyers as members of the bot family.
They also focused on various aspects of the boAt brand and presented it as an Indian brand. BoAt decided
to choose athletes and other celebrities as the leaders of the bot to market the brand because Indians love
cricket and Bollywood movies.
All of this has helped the company build a huge customer base and become a multibillion-dollar company
in India with smart pricing and great looks. BoAt currently claims to sell 6,000 units per day, or 4 units per
minute.
It has the ability to instantly attract attention and initiate conversations about style and style, by elevating
audio and mobile accessories from mere products to fashion topics. From our deep experience in the
Indian market and consumers, we know that electronics products in India lack products designed with
Indian consumers in mind. Take into account dust and hot, warm weather. There is a huge gap in the
market for products designed to be durable and weatherproof while appealing to the beauty of Indian
consumers. BoAt products try to fill this gap by focusing on product development.
The brand offers a lot more than just functional benefits and this allows boAt to be viewed as the first
Indian lifestyle brand in the sound and audio space the growing boAt community is a testament to the
same.

Future Global Expansions:

BoAt, the world's second largest manufacturer of hearing aids and wearables, plans to expand into the
global market in 2023, including the Middle East and Southeast Asia, after becoming a leader in the
domestic market in 2022. Sameer Mehta, co-founder and CEO of Parent, Imagine Marketing Ltd. The
company's product manager said in an interview that the IPO proposal would not be ignored either, after
the company doubled its production capacity by combining it to 20-25 million units in the 2024 fiscal year.
and by establishing its own factory in India.
Last year (FY22) our income was Rs. 2700 crore and this year (FY23) our income should be around Rs. 3900
crores. We are developing our plan for Fiscal Year 2024. However, 20-25 percent growth seems possible
due to the fact that our base is higher than the competition.

6
boAt's 'Make in India' initiative: boAt has partnered with Dixon Technologies as part of its 'Make in India'
initiative. The joint venture aims to increase the boat's production capacity by producing key products such
as machinery, plastic moulds, speaker drivers and batteries. This strategic partnership reflects boAt's
commitment to supporting home production and bringing quality audio products to market. BoAt produced
around 15 million units in India in fiscal 2023 alone.

Marketing Model:
BoAt follows a 4P Marketing strategy.
boAt Products strategy
1. boAt started with only accessories, but today offers a wide range of audio products, including boat
headphones, boat earphones, wireless speakers, wireless earbuds, home audio equipment, wireless
earphones, etc. They have something for everyone.
2. Affordable prices or high-end gear range.
3. boAt brand is known for delivering exceptional audio.
4. Often use premium materials to ensure optimal sound quality.
5. This helps further boat marketing strategy as they can position good quality products at affordable
rates compared to the competition in this category.
boAt's pricing strategy
1. Offer quality products at an affordable price.
2. Biggest audio superstore in India.
3. Their prices are highly competitive, and they regularly offer discounts and promotions on their
website.
boAt's Promotion Strategy
1. To break into the audio market, boAt had to establish itself as one of the significant premium brands
and invested heavily in digital marketing and influencer marketing to reach a wider audience.
2. Digital campaigns included creating digital content for its target audience, advertising on major
digital platforms like Instagram and YouTube, and engaging with online influencers to a brand
development hype.
3. Collaborated with celebrities and content creators
4. Strategy –
 Lifestyle Marketing strategy
 Personalized message strategy
 Traditional marketing strategies
 Organizing events and meet-ups
boAt's Promotion Channels
1. Online- offline, and word of mouth.
2. Online digital marketing, the company invested heavily in search engine positioning so that they
appear as the top result when users search for keywords related to their products.
3. Word-of-mouth marketing is also critical for boAt's success. They have leveraged their strong and
loyal customer base to spread the word about their products via community-building initiatives.
4. Their focus on creating an omnichannel presence along with engaging customer relationships has
enabled them to become one of India's most recognized brands in the audio equipment segment.

7
ORGANISATIONAL BEHAVIOUR – Stakeholder Review
The company follows a Supportive Model of organization, wherein the leadership motivates people to
work and not for the power of money, achievement or responsibility. BoAt being a small company of
approx. ~350 employees have a coordinated set of employees well led for the leaders.

As per the researched data, there are a great set of leaders who lead the team. Owing to whom the
motivation factors as per Herzberg’s theory of motivation is quite high. Below are all the stakeholders in
question.

As of Dec 02, 2022's latest post-round ownership report, Founders hold 53.52% at a net worth of INR
5,760Cr.
Founders own the majority of Boat Lifestyle's shares, accounting for 53.52%, while Fund holds 45.51%,
ESOP holds 0.74%, Other People hold 0.18% and Enterprise holds 0.00%.
We understood that Theory Y is the kind of theory to refer to for the employees of the company. Most of
them are self-motivated and are involved in decision-making and take up responsibility.

8
A Peek into Boat Lifestyle's Unique Work Environment
At Boat Lifestyle, they do something pretty cool – they celebrate all sorts of festivals together! This means
that everyone who works there gets to enjoy special moments and have fun as a big group. But that's not
all – they also give out special rewards to the people who work there. These rewards make everyone feel
appreciated and excited about their jobs. Boat Lifestyle has a special way of making everyone feel like
they're part of a team and that their hard work is really important

https://www.linkedin.com/posts/boat-lifestyle_boatcrew-boathead-activity-7097849687432450048-
tMb7/?utm_source=share&utm_medium=member_desktop
Boat Lifestyle's Humorous Twist: Strengthening Employee Bonds with Memes
Boat Lifestyle knows how to keep the workplace fun and connected! They use a clever trick – sharing funny
pictures called "memes." These memes make everyone laugh and feel like they're part of a big inside joke.
It's like having a secret language that only Boat Lifestyle employees understand. This brings everyone closer
together and makes the work environment feel friendly and relaxed. Just like in this LinkedIn post, they
even share memes about the different types of office buddies, adding a personal touch to their employee
connections. It's clear that Boat Lifestyle values not only hard work but also the joy of being a team.

https://www.linkedin.com/posts/boat-lifestyle_happyfriendshipday-activity-7093823547004923905-HOpF?
utm_source=share&utm_medium=member_desktop

9
Fuelling Positivity: Boat Lifestyle's Engaging Weekend Fun Games
Boat Lifestyle knows how to infuse weekends with energy and positivity! They regularly organize interactive
games and activities that encourage employees to come together and enjoy their time off. While not every
weekend follows this pattern, these specially planned events create a vibrant atmosphere where colleagues
can connect, relax, and have a great time. By setting aside selected weekends for these engaging activities,
Boat Lifestyle ensures that its employees feel rejuvenated and connected, fostering a sense of unity and
enthusiasm that carries over into the workweek.

https://www.linkedin.com/posts/boat-lifestyle_insideboat-activity-7090274827512553472-neCZ?
utm_source=share&utm_medium=member_desktop
Boat Lifestyle's Giving Spirit: BOAT CREW Drives Blood Donation
BOAT CREW, the heart of Boat Lifestyle, leads impactful social initiatives like blood donation drives. These
events showcase the company's dedication to corporate responsibility and community welfare. By actively
participating in such noble causes, Boat Lifestyle and its team demonstrate a commitment to making a
meaningful difference beyond the workplace.

https://www.linkedin.com/posts/boat-lifestyle_boatcrew-worldblooddonorday-activity-
7074648639171624962-jdxs?utm_source=share&utm_medium=member_desktop
10
ORGANISATIONAL BEHAVIOUR – Employee Review
Below are all the data collected with respect to the organizational behavior of the company and its
employees.

Below are a few positive reviews from former interns/employees which showcase organizational behaviour
 https://www.linkedin.com/posts/jyoti-golia-370314211_dowhatfloatsyourboat-boat-workculture-
activity-7032588437404663808-O9tu/?utm_source=share&utm_medium=member_desktop
 https://www.linkedin.com/posts/abhinav-singh1012_dowhatfloatsyourboat-hustleculture-activity-
6980180387599691778-4ev1?utm_source=share&utm_medium=member_desktop

11
ORGANISATIONAL BEHAVIOUR – Customer Review
Below are few snippets from BoAt customers as well:

These are varied responses from multiple people across the country regarding similar products of the same
company.

Funding/Endorsements/CSR:
12
Boat Lifestyle has raised a total funding of $171M over 9 rounds. It's first funding round was on Apr 06,
2018. Its latest funding round was a Series C round on Oct 28, 2022, for $60.7M. Two investors participated
in its latest round, led by Warburg Pincus, and Malabar Investments.
Boat Lifestyle has 8 institutional investors including Fireside Ventures, Qualcomm Ventures, and Warburg
Pincus. Warburg Pincus is the largest institutional investor in Boat Lifestyle. Boat Lifestyle does not have any
Angel Investors. Boat Lifestyle is a Unicorn, with a valuation of $1.32B.

boAt has acquired 2 organizations. Their most recent acquisition was KaHa Pte on Jan 15, 2022.

Imagine Marketing Ltd (Boat) is committed to quality & continuous improvement in Environment,
Occupational Health & Safety Performance through maintaining documentation, Compliance & periodic
review of the Environment, OHS legislation & Regulatory requirement, Resource Conservation, Prevention
of ill health and injury, Zero Accident & Occupational Health Monitoring.

Current Issues faced by the company with the potential to impact Organizational Behaviour:
13
Imported Products:
BoAt products are mostly produced in China by third-party companies, and in 2020 these companies faced
many problems in shipping from China due to the China-India conflict and COVID-19. To address this issue,
as part of their PLI strategy, they partnered 50:50 with Dixon
But even this will not solve the problem in the short term because production in India is expensive and
even up to 50% of BoAt products will be produced in China by 2024
Brutal competition and lack of warranty:
There are a lot of initiatives in this field thanks to new-age initiatives where even old companies are making
progress in this category. BoAt's competitors include Mivi, Skullcandy, Noise, pTron, Xiaomi, Samsung, etc.
is located.
In addition, boAt does not currently provide post-warranty service, although customers are willing to pay
extra in case of problems with the product after the warranty period has expired.
BoAt IPO
BoAt's parent company, Imagine Marketing, filed for DRHP with SEBI in early 2022. The issue size of DHRP is
Rs 2,000 crore and the value of the company is expected to be $150-2 billion this year. Year. The initial
public offering will include the issuance of new shares and the sale of shares. It is expected that Imagine
Marketing will IPO before the end of this year.

References
1. https://www.boat-lifestyle.com/pages/who-are-we
2. https://tracxn.com/d/companies/boat-lifestyle/__1-6OVEvWhIXhXscfbwOm0-
i2W0wUXlKyhF6rf5bSZCI
3. https://pitchbook.com/profiles/company/228346-84
4. https://www.analyticssteps.com/blogs/success-story-boat
5. https://www.livemint.com/companies/news/boat-eyes-global-markets-scale-local-production-
11673882291457.html
6. https://www.boat-lifestyle.com/blogs/news/boat-creates-history-becomes-5th-biggest-wearable-
brand-in-the-world
7. https://stockify.net.in/blog/boat-plans-to-target-overseas-markets-for-global-expansion/
8. https://www.outlookindia.com/website/story/business-news-customer-centricity-and-innovation-at-
its-core-boat-set-to-ride-the-ipo-wave/404523/
9. https://startuptalky.com/boat-success-story/#boAt_-_Acquisitions
10. https://www.business-standard.com/article/companies/ipo-bound-boat-parent-to-scale-up-local-
manufacturing-for-global-expansion-122092500616_1.html

14
 Primary data of internal stakeholders
We as a team reached out to several individuals within Company BOAT, and they graciously assisted us in
acquiring valuable primary data. Their collaboration proved instrumental in enhancing our research by
providing firsthand insights and information that greatly enriched our study or project.
We arranged a meeting with two company employees at a later time to discuss specifics.
Please note that the names and details of these individuals cannot be disclosed.
Provided below is the Zoom meeting recording containing comprehensive primary data information.
Furthermore, we have included subtitles and a script for your convenience.
Q1. How would you describe the leadership style within the organization?
A: Well, that depends mostly on their roles and teams they are mapped to. Commonly, we aim to showcase
transformational, and collaborative leadership styles to foster innovation and teamwork.
Q2. Do leaders set clear expectations for employees' behaviour and performance?
A: We generally set clear expectations for employee behaviour and performance to ensure alignment with
company goals and values. Also, timely metrics are provided to them to keep them in the loop.
Q3. How do leaders communicate the organization's values and mission to employees?
A: This is given on the company website and an overview is given to them when they join the company.
Also, they are kept in the loop for any changes through email communication.
Q4. How do employees typically communicate with each other?
A: Employees on a company boat typically communicate through a combination of methods, including face-
to-face conversations, meetings, and digital messaging platforms.
Q5. Are there regular team meetings or collaboration sessions?
A: We do have meetings on a regular basis ranging from huddles to the All-hands meet.
Q6. Do employees feel their ideas and opinions are heard and valued? Is there a system for sharing
information and knowledge across departments?
A: We do have a knowledge repository that is accessible to all employees. All employees regardless of their
job position have an equal voice to raise any opinions or suggestions.
Q7. How would you describe the current organizational culture?
A: I would use just 3 words for it: Transparent, Dynamic, and Rewarding
Q8. How does the organization handle conflict and disagreements among employees? Is diversity and
inclusion actively promoted and practiced?
A: We have a lot of meetings on a day-to-day basis to keep up with the fast-paced technology, and as much
as it gets a little difficult to juggle it is fun to work here and I can vouch the same for many of us here.
Conflicts hence are rare here. However, with the support of the team, these challenges become
opportunities for personal and professional development. Regarding Diversity I will encourage you to check
out our website.

15
Q9. How is employee performance recognized and rewarded?
Employee performance recognition and rewards can vary widely and also includes bonuses, promotions,
peer recognition, and more. Not just that we also have many other get together activities to encourage
employees like Star performers or team lunches/dinners etc.
Q10. Is there a process for providing feedback and addressing employee concerns?
A: The management at Boat promotes a supportive and inclusive approach. They prioritize open
communication, valuing employee feedback and ideas. The management team actively listens to concerns
and provides guidance whenever needed. Their focus on creating a positive work environment helps foster
a sense of belonging and encourages personal and professional development.
Q11. How are work-life balance and employee well-being at BOAT?
A: Great work-life balance! Management is friendly, helpful, available, and willing to teach. Sometimes it
still gets stressful due to fast-paced growth in technology, but it is refreshing to work at a place where your
ideas are valued.
Brief Analysis from Primary Data:
The company's organizational structure appears to be a flat or horizontal organization. Flat
organizations have little to no levels of middle managers, they promote employee
involvement in decision-making, and feedback reaches all involved personnel. This type of
structure relies on skillful workers' direct involvement and feedback. The company's founders
have cultivated a company culture where they support collaborations with innovators and
they have made themselves easily accessible to employees who wish to share their ideas.
This can be an advantage to the company due to fewer layers of managers involved,
decisions can be made more quickly and employees are more productive.
The company's organizational structure appears to be a flat or horizontal organization. Flat organizations
have little to no levels of middle managers, they promote employee involvement in decision-making, and
feedback reaches all involved personnel. This type of structure relies on skillful workers' direct involvement
and feedback. The company's founders have cultivated a company culture where they support
collaborations with innovators and they have made themselves easily accessible to employees who wish to
share their ideas. This can be an advantage to the company due to fewer layers of managers involved,
decisions can be made more quickly and employees are more productive.

16
 Stakeholder POV

Primary sources

Interviewed five students at campus regarding their view on Boat as a product or company

Student 1: had bought a wired boat earphone which malfunctioned within 1 month yet she had given try to boat the
product again after this the new product she bought is working well and she is happy with the product, this creates
mixed feelings about the boat company with respect to their product in their customer base.

Student 2: Not happy with the after-service of boat, she had mailed the company about product malfunction but
didn’t get any decent reply, there was no tracking system for getting the returned product and she had received the
returned product after 2 months and this would create a resistance for buying the boat product again.

Here are some of their reviews –

Student 3

“Boat customer support is very negligent. Neither they reply to mail nor they respond to calls.

My replaced product was in transit and yet no intimation to me was provided.”

Student 4-

“The experience with boat customer support was quick and efficient. The chatbot helped with quick query
responses. The dedicated customer service answered my call with less than a minute’s delay. The employee was very
well behaved listened to my query properly and was quick with a solution”

Student 5-

“I had a problem with my microphone in my boat product. I contacted chat support.

It promptly replied to me to understand my exact query. After understanding it asked me to contact my seller, if the
product was bought recently then (within 7 days) it will be returned, or else to claim a warranty I have to log in to the
boat website. Enter the product name and pin code they will direct me to the nearest supplier if no supplier is
available, they will ask me to upload the invoice and after Confirmation, an agent will pick up the product and send
the replacement.

Their response was to the point and quickly guided me on how I could resolve it. As a customer, I am satisfied that
my concerns are taken care of, even after one year of the purchase.”

Conclusion

So, we can see that there are mixed responses from the customers in terms of services, however, the majority of
them feel that there should be an improvement in terms of experience with boat customer support employees and
the technical improvement in interface and tracking services to cater to the customer’s query effectively.

Link of the interview: https://drive.google.com/drive/folders/195kYTej2QkHvm12T56PkSxJfPG5Cgznd?usp=sharing

17
 Analysis of the company's internal dynamics

Organizational Behaviour Insights from Interviews: Our team conducted discussions with two employees from Boat
to delve into the company's internal dynamics.

Leadership Dynamics: The firm is known for its transformative and cooperative leadership approach. This model is
designed to promote creativity and collective effort, which has the potential to enhance job enthusiasm and output.

Role Clarity: The leadership at Boat often delineates precise expectations regarding work ethics and results to ensure
they resonate with the organization's objectives and ethos. By constantly updating employees with performance
indicators, they ensure everyone is on the same page, promoting superior job performance and contentment.

Value and Vision Communication: Boat actively shares its guiding principles and overarching goals via its official
website and introductory sessions for new hires. Regular email updates are dispatched to keep the workforce abreast
of any modifications. When employees comprehend the bigger picture, they feel a stronger bond with the company.

Inter-Employee Communication: The firm encourages interactions through various means like direct conversations,
official gatherings, and electronic communication tools. Such diverse communication avenues promote seamless
information transfer and collaboration.

Routine Collaborative Engagements: Boat schedules periodic team discussions, from brief touchpoints to extensive
sessions, fostering unity, shared goals, and pioneering thoughts.

Employee Input: There's a prevailing sentiment among Boat's workforce that their insights and viewpoints are
respected. With a universally accessible knowledge bank, every team member, irrespective of their rank, feels
empowered to share feedback. Such a democratic ethos stimulates an environment ripe for innovation and
refinement.

Cultural Underpinnings: Boat's prevalent cultural fabric is characterized by its openness, adaptability, and rewarding
nature. Such an environment tends to enhance employee commitment and motivation, while also attracting and
retaining the best talent.

Conflict Resolution and Inclusivity: Conflicts within Boat are seen as avenues for growth and are managed with team
assistance. For details on their diversity initiatives, one is directed to their official website. Such a nurturing and
inclusive stance paves the way for a harmonious workplace and ground-breaking ideas.

Acknowledging Excellence: The Company employs a diverse range of methods to appreciate and reward outstanding
work, from financial incentives to growth opportunities and peer accolades. Periodic events like honoring standout
employees or group outings further boost morale. Such gestures play a pivotal role in motivating and retaining the
best in the business.

18
Feedback Mechanisms: Boat has established channels for feedback reception and addressing workforce grievances.
By emphasizing transparent dialogue and cherishing employee input, the management ensures everyone feels
valued and supported.

Balancing Professional and Personal: Boat is often lauded for its commendable equilibrium between work and
leisure. The leadership's accessibility, willingness to mentor, and the inherent value attached to innovative thinking
make it a stimulating place to work, even amidst the rapid technological advancements.

19
 Theory X and Y
Theory X and Theory Y in organizational behaviour are two opposing theories that attempt to explain how
managers view and influence their staff members. These theories, which were created by Douglas
McGregor in the 1960s, aid in explaining various management approaches and the effects they have on
employee behaviour and motivation.
Based on the available data, applying Theory X and Theory Y to the boat lifestyle:
Theory X:
Management Approach: Theory X holds that workers are innately lazy, despise their jobs, and require
management's supervision and direction.
There isn't enough solid data to support a Theory X management approach in the case of Boat Lifestyle.
The company's focus on group celebrations of holidays, special prizes, and encouraging a welcoming
workplace hint at a more supportive and participatory approach.
Motivational Factors: According to Theory X, financial incentives, job stability, and the threat of
punishment serve as employees' primary sources of motivation.
According to the information, the Boat Lifestyle does not place a significant emphasis on financial rewards
or fear-based control. Instead, they emphasize fostering a supportive and fun work atmosphere and
recognizing accomplishments.
Leadership Style: According to Theory X, managers like to closely monitor and direct their staff.
Boat Lifestyle appears to have a less controlling management style because they encourage their staff to
socialize, take advantage of their free time, and take part in charitable activities like blood drives without
constant oversight.
Employee Qualities: According to Theory X, the majority of employees are not self-motivated and prefer to
have their work assigned to them.
The company's emphasis on self-motivated individuals, participation in decision-making, and accepting
responsibility, on the other hand, is more consistent with Theory Y traits.
Theory Y
Management Style: Theory Y asserts that workers are innately driven, imaginative, and capable of taking
initiative.
The emphasis put by Boat Lifestyle on creating a warm, connected workplace and valuing the satisfaction of
working with others points to a Theory Y management style.
Motivational Factors: Motivation among workers is supposedly influenced by a sense of responsibility,
accountability, and personal progress, according to Theory Y.
The company's initiatives to encourage employees to feel valued, engaged, and enthusiastic about their
work are consistent with Theory Y's focus on non-monetary incentives.
Leadership Style: theory Y managers frequently have a trusting attitude, give their staff members
opportunity for growth, and empower them.
A trust-based, participatory leadership style is demonstrated by the company's strategy of scheduling
enjoyable weekend activities, exchanging memes for fun and connection, and celebrating holidays together.
Employee Qualities: Theory Y presupposes that employees are self-motivated, inventive, and capable of
making a constructive contribution to the firm.
20
Boat Lifestyle's focus on self-driven workers, participation in decision-making, and responsibility-taking
suggests agreement with Theory Y traits.
In conclusion, based on the facts supplied, Boat Lifestyle seems to adopt a Theory Y perspective on
organizational behaviour. They build a dynamic and stimulating work atmosphere that promotes a sense of
teamwork and enthusiasm among the members of the team. They also trust and empower their
employees.

Reinforcement theory
Reinforcement theory is a psychological idea that focuses on how conduct is influenced by the results that
follow it, whether they are favourable or unfavourable. It implies that if a behaviour is followed by a reward
or a good outcome, it is more likely to be repeated; if it is followed by a punishment or a negative
consequence, it is less likely to be repeated. Let's use the boat lifestyle as an example of reinforcement
theory:
Positive Reactions:
Celebrating Festivals Together: Boat Lifestyle creates a happy and pleasurable work atmosphere by
participating in team-wide festival celebrations. This could be considered a type of reinforcement. When
employees take part in these events, they are rewarded with a feeling of community, fun, and camaraderie.
Consequently, they are more inclined to interact
Rewards: Boat Lifestyle offers its staff members exceptional prizes. These benefits act as encouragement
for their efforts and contributions. When they receive praise and awards for their work, employees are
more likely to keep up their good habits and efforts.

Sharing Memes: Spreading memes within the company helps to maintain a welcoming and laid-back work
environment. Employees are rewarded with a feeling of community and connection when they share and
appreciate memes, which motivates them to keep engaging in this activity.
In conclusion, Boat Lifestyle largely uses tactics of positive reinforcement to mold and influence employee
behaviour. Celebrations, unique incentives, and a welcoming work atmosphere are used to reward and
encourage actions that support a strong workplace culture. There is no proof that their organizational
behaviour strategy makes heavy use of punishment or negative reinforcement.

Herzberg's Theory in a Boat Company

Herzberg's theory can be applied to a boat company in a number of ways. For example, hygiene factors for
boat company employees might include:

 Competitive salary and benefits

 Safe and comfortable working conditions
 Job security

Motivation factors for boat company employees might include:

21
  The opportunity to work on challenging and interesting projects
 The opportunity to learn and grow
 The opportunity to take on more responsibility
 The opportunity to be recognized for their achievements

Secondary Data on Herzberg's Theory in Boat Companies

A study by the National Marine Manufacturers Association found that the top three job satisfaction factors
for boat company employees were:

1. Compensation and benefits

2. Job security
3. The opportunity to work on challenging and interesting projects

The study also found that the top three job dissatisfaction factors for boat company employees were:

1. Lack of opportunities for advancement

2. Poor communication from management
3. Unrealistic expectations from management

The ABC model is a strategic cost management tool that classifies activities into three categories: A, B, and
C.

 A activities are the most important activities and account for the majority of costs. These activities
are typically high-value and require a high level of attention and management.
 B activities are less important than A activities, but they still account for a significant portion of
costs. These activities should be managed efficiently, but they do not require the same level of
attention as A activities.
 C activities are the least important activities and account for the smallest portion of costs. These
activities can often be streamlined or eliminated without sacrificing quality or customer
satisfaction.

The ABC model can be used in a boat company to identify and manage costs more effectively. For example,
A activities in a boat company might include:

 Designing and building new boats

 Providing customer support
 Marketing and selling boats

B activities in a boat company might include:

22
  Maintaining and repairing boats
 Ordering and managing inventory
 Accounting and billing

C activities in a boat company might include:

 Answering the phone

 Making coffee
 Cleaning the office

Once a boat company has identified its A, B, and C activities, it can develop strategies for managing each
category of activity more effectively. For example, the boat company might focus on:

 A activities: Investing in new technologies and processes to improve efficiency and reduce costs.
 B activities: Outsourcing or automating tasks to free up resources for more important tasks.
 C activities: Eliminating or streamlining tasks that are not essential to the business.

Secondary Data on the ABC Model in Boat Companies

A study by the National Marine Manufacturers Association found that the top three cost categories for
boat companies were:

1. Manufacturing costs
2. Selling and marketing costs
3. General and administrative costs

The study also found that the top three cost reduction strategies for boat companies were:

1. Reducing inventory costs

2. Improving manufacturing efficiency
3. Outsourcing non-core activities

Conclusion

The ABC model can be a valuable tool for boat companies looking to reduce costs and improve
profitability. By identifying and managing A, B, and C activities more effectively, boat companies can free
up resources for more important tasks and invest in new opportunities.

Here are some specific examples of how a boat company could use the ABC model to reduce costs:

 A activities: Invest in new manufacturing technologies to improve efficiency and reduce waste.

23
  B activities: Outsource non-core activities, such as accounting and billing, to save money on staff
costs.
 C activities: Eliminate or streamline tasks that are not essential to the business, such as sending out
paper catalogues.

By implementing these and other cost-reduction strategies, boat companies can improve their bottom line
and become more competitive in the marketplace.

24