Best Case Study

Marketing Situation Analysis

32 models, 18 family pleasure, 3 offshore, 7 cruiser, 4 fishing/waterskiing

-95%of craft marines sales are in contitnetal us, Canada in remaining 5 %

-600,000 on advert in in 2001, 500,000 in 2000, and 415,000 in 1999 – typical in industry – focusing on print media – 312,00(52%) in national/vertical boating magazines – 66,000(11%) in dealer catalogues/consumer brochures – 132,000(22%) cooperative newspaper advertising with dealers – 90,000(15%) production costs.

-two major competitors spent .53% and .4% of sales in vertical boatfing magazines. Craft marine spent .26%

-insudtry avg of adcertsising spending was .7% of sales – large nationalmanufactureres of pleasure boats spent .9%

-advertising from other companies was concentrated during peak selling months

-most advertising for small models had factual emphasis, whereas those larger more epensive sophisticated boats emphasized the boats ‘sizzle’, along with the facts. This is particularly true for cruisers – ‘people buy boats to escape stress and get away from on-land cares’

STATES AND MONTHSWITH HIGHEST BOAT REGISTRATIONS

Market and competition

Company and Brand

Strengths and weaknesses

-Traditionally, promotional activites were limited to the development and distribution of jackets, banners, cups, and glasses. Recently, and consumer shows have been added-where new models are introduced

-Company had lowest top of min awareness among new boat owners, in regards to ten major brand names

-Competitively priced ‘ company competes on quality and performance rather than price’,says frank

-120.5 million in sales in 2001, after tax earnings expected to be 5 million

-Historically, company distribution had been weakest in areas where offshore boatsales were highest(florida and califonira)- 20 footoffshore boats to help this

SOURCE OF INFORMATION ON BRAND OF BOAT PURCHASED

Opportunities and Threats

-Pleasure boat industry sales are heavily dependent on general...