Seminar paper from the year 2004 in the subject Business economics – Business Management, Corporate Governance, grade: Credit, Deakin University (Faculty of Business and Law), course: Strategic Management, language: English, abstract: Part 1: Competitors on the Ski Boat Market
Which companies are Élan’s main competitors? How strong is each of these
competitors in relation to Élan? What competitive moves can Élan expect from each of
these competitors?
As Ben Favret wants to become „true market leader in profitability, quality, manufacturing
cost efficiency and eventually sale“, Élan has to compete with the actual market leaders
Master Craft and Malibu. Furthermore there will be direct competition in the niche of
tournament skier with Infinity Boats.
Actualy the market leader with 30 percent market share in the competitive boat industry is
Master Craft. Statistical Surveys counted 1, 434 registered sales of their competition ski boats
in the first six month 2001. Their facility gives them the possibility to produce about 6200
boats per year. With the widest range of 15 models in best quality on the market and ongoing
innovations reinforced by various R&D alliances, Master Craft’s brand name is well known
and on the ski boat market. Élan has to recognize that Master Craft proved to retain good sales
even in bad economic circumstances most likely because of their wide diversification and its
strong brand name. After the foundation of the concept boat idea which lowers their risk in
introducing new models and features, Master Craft might even bring more innovative products
on the market. On the other hand the new ownership of senior managers and a venture capital
company might cause disagreements in where to lead the company in the next years.
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