Case Memorandum #1- Personal Watercraft, aka Jet Skis

What non-market strategy should a company such as Bombardier adopt? How should it be integrated with its market strategy?

The non-market environment of jet ski manufacturers is shaped by the safety concerns that result from difficulties controlling these fast marine vehicles under exceptional circumstances, as well the environmental concerns resulting from high potential water pollution and air emissions from its engines.
Since the non-market issues listed above are fairly young and have yet to reach the legislative stage, the non-market strategy of a company such as Bombardier should be focused around establishing conditions that affect further development of the issue. By allowing the company to shape the evolution of the issue, rather than react to it, it would be possible to minimize any further potential impact. Such non-market strategy should include a multipronged approach aimed at leveling the industry playing field by establishing clear rules and legislation, as well as efforts to position the company as a leader on technologies that neutralize, or at least minimize, the concerns listed above. The latter component could be used to integrate the non-market and market strategies, opening opportunities for the company to benefit commercially from its non-market positioning.
The specific components of such strategy are identified below:
1. Propose industry wide push for legislation outlawing two-stroke engines and calling for annual inspection and training requirements – The Company should continue its collaboration with the Personal Watercraft Industry Association (PWIA) calling for the enactment of legislation banning the use of two-stroke engines in recreational marine vehicles. Legislation should also mandate annual inspection as a requirement for granting permit to use jet skis on lakes