Elan and the Competition Boat Industry
Case Study:
Élan and the Competition Ski Boat Industry
Robert Visser, 5002930146
Punnapa K. Pusayanonda, 4702641038
Patumporn Srikrisanapol, 4702640642
Thammasat University
Case Study, Strategic Management Fall 07
Group 5
Prof. James P. Fitzpatrick
Deadline: 19. September 2007
1. Company Overview 3
2. SWOT Analysis 4
2.1 Strength 4
2.2 Weakness 4
2.3 Threat 5
2.4 Opportunity 6
3. Situation Analysis 8
3.1 Financial Analysis 8
3.2 Marketing Analysis 9
3.3 Management Critique 11
3.4 Distinctive Competencies 12
3.5 Sustainable Competitive Advantage 12
4. Problems 13
5. Problem Statement 17
5.1 Rationale 17
6. Alternatives 18
7. Recommendations 21
7.1 First Recommendation 22
7.2 Second Recommendation 22 1. Company Overview
Jay Blossman, a politician, bought the American Skier, a competition ski boat company which has a reputation for high quality, exceptional product performance and cutting-edge innovation. It was owned by the financially troubled American Performance Marine and Blossman could buy it at a bargain price. Jay asked his friend, Ben Favret, a professional water-skier and world champion to join the team to resurrect the bankrupted company. Their goal is to become "the true market leader in profitability, quality, manufacturing cost efficiency and eventually sales."
Jay and Ben renamed the company to "Elan Boats" with the mission to be hyper-efficient in the manufacturing and marketing of inboard runabout boats for recreational and competitive water sport enthusiasts. Further Elan aims at building long-term relationships with customers through superior training and customer support.
Elan aims to offer better boats than the competitors at a lower price. As Favret assessed the market, he found out that none of the industry leaders are particularly cost efficient and that there are a group of excessive customers who are dissatisfied with overpriced and underperforming boats. To satisfy the need of these
Élan and the Competition Ski Boat Industry
Robert Visser, 5002930146
Punnapa K. Pusayanonda, 4702641038
Patumporn Srikrisanapol, 4702640642
Thammasat University
Case Study, Strategic Management Fall 07
Group 5
Prof. James P. Fitzpatrick
Deadline: 19. September 2007
1. Company Overview 3
2. SWOT Analysis 4
2.1 Strength 4
2.2 Weakness 4
2.3 Threat 5
2.4 Opportunity 6
3. Situation Analysis 8
3.1 Financial Analysis 8
3.2 Marketing Analysis 9
3.3 Management Critique 11
3.4 Distinctive Competencies 12
3.5 Sustainable Competitive Advantage 12
4. Problems 13
5. Problem Statement 17
5.1 Rationale 17
6. Alternatives 18
7. Recommendations 21
7.1 First Recommendation 22
7.2 Second Recommendation 22 1. Company Overview
Jay Blossman, a politician, bought the American Skier, a competition ski boat company which has a reputation for high quality, exceptional product performance and cutting-edge innovation. It was owned by the financially troubled American Performance Marine and Blossman could buy it at a bargain price. Jay asked his friend, Ben Favret, a professional water-skier and world champion to join the team to resurrect the bankrupted company. Their goal is to become "the true market leader in profitability, quality, manufacturing cost efficiency and eventually sales."
Jay and Ben renamed the company to "Elan Boats" with the mission to be hyper-efficient in the manufacturing and marketing of inboard runabout boats for recreational and competitive water sport enthusiasts. Further Elan aims at building long-term relationships with customers through superior training and customer support.
Elan aims to offer better boats than the competitors at a lower price. As Favret assessed the market, he found out that none of the industry leaders are particularly cost efficient and that there are a group of excessive customers who are dissatisfied with overpriced and underperforming boats. To satisfy the need of these