...case study www.cimaglobal.com/globalbusinesschallenge Merbatty Boat Case Market overview The developing luxury boat building industry is one with a growing customer base of wealthy, successful individuals and corporate clients. The industry is mostly concentrated in Europe and the USA, although new boat building companies have recently entered the market in Australia and some areas of Asia. Classification of the market and its products can be done in different ways, but the most common are by boat length, engine performance or by hull type. In 2012, the luxury boat building industry generated approximately $5.5 bn in revenues and delivered nearly 3,600 engine-powered boats globally. The material in this case is confined to boats powered by engines and does not include sailing yachts, which are a completely separate market segment. There are a number of major international builders of luxury boats, which together produce a range of over 180 different models. Most luxury boats have living accommodation and crew quarters. The selling prices for these luxury boats range from around $0 4m to over $9m. Each boat type has a choice of different cost options, depending on customers’ specifications and engine size. Boat building companies typically appoint agents to secure sales from the end customer. The sales agent is the ongoing link with the customer from initial contact until delivery of the boat. Most boat building companies have agents in a wide variety...
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...1.0 Introduction Merbatty is a boat building industry which was formed 33 years ago by its current Chairman, Alberto Blanc. Currently, it has two boat building facilities in Europe and USA. Besides, Merbatty planned of opening the third building facility in Surania. SWOT analysis Strengths 1. A sale is secured through sales agent. 2. Advanced information technology 3. Long-term relationship with suppliers. 4. Well-known and high profile. 5. Customization product. 6. Just-in-time production. 7. Customer-oriented. 8. Loyal customer/ close contact. 9. Consistent growth. | Weaknesses 1. Time consuming to complete the product. 2. Inspection only from customer. 3. Currency exchange conflict. (Western Europe and United States) 4. Sales more in cheaper and smaller type of boat. 5. Excessive debt and loan for production. 6. Not fully utilize capacity (94%) 7. High cost of information technology (IT). 8. Too much reliance of sales agent. | Opportunities 1. Produce more ranges of new model boats. 2. Produce boat not only when the order and payment is placed. 3. Open sales office worldwide. 4. Increase marketing strategy. 5. Increase market share 6. Attract more investors. 7. Empower sales staff. | Threats 1. Supplier (Marinatron) also supply to other competitors. 2. Risk of leak information to Merbatty’s rivalry (by sales agent). 3. Quality of the product in Surania will not be the same as in Western Europe and United...
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