Download
1 / 72
720 likes | 888 Vues
Description of Company & Industry. Netherlands has 15 main shipyards These specialize in larger yachts over 24 Mt market leader is that of the Large Flybridge over 150 feet ( ≈50Mt) Definite Market leader in sailing yachts Dutch yards demonstrate high competitive ability
E N D
Description of Company & Industry • Netherlands has 15 main shipyards • These specialize in larger yachts over 24 Mt • market leader is that of the Large Flybridge over 150 feet (≈50Mt) • Definite Market leader in sailing yachts • Dutch yards demonstrate high competitive ability • They Build an estimate €500 million worth in luxury ships • Ship building industry is worth over €5 billion world wide • The last shipbuilding year the market has grown for an overall value of $1,22 billion • World order book equal to 651 units and an overall length of 75.996 feet (2004-2005)
Description of Company & Industry (cont’d) Top 10 yacht builders 2004 (projects, average length in meters)1. Azimut Benetti (It), 56 yachts, 35 m.2. Feretti (It), 38 yachts, 31 m.3. Rodrigues (It), 27 yachts, 31 m.4. Sunseeker (UK), 24 yachts, 28 m.5. Lürssen (Du), 7 yachts, 86 m.6. Royal Denship (Den), 15 yachts, 39 m.7. Feadship (Nl), 9 yachts, 63 m.8. Maiora (It), 14 yachts, 30 m.9. Amels (Nl), 7 yachts, 59 m.10. Horizon (Taiw), 12 yachts, 30 m.
Mission statement Building an unrivaled yachting experience for the demanding yachtsman through innovative design and technology.
Strategies to Take Advantage of the External Environment • Promote the high quality and craftsmanship of Dutch built yachts. • Promote Dutch naval architecture/design • Strengthen relationships with suppliers, brokers and other distribution channels • Include and further develop maintenance and ship management programs • Improve involvement of regulatory agencies (SI and RH) into the building process • Promote sailing under Dutch Flag (tax incentives) • Offer a transparent picture in pricing in both acquisition and operational costs.
BCG Strategies • Keep building Mega Yachts but start putting more attention into Sailing yachts • Drive more attention to the benefits of having a yacht built in NL • Offer ship management and Crew placement • Offer seasonal maintenance programs • Offer quality control and assurance • After Sales Department • Developing a service network divided into warranty, maintenance, and refit & spare parts activities.
GE Matrix 3.67 2.33 1.00 5.00 3.67 2.33 1.00
GE Matrix • Holland Jacht Bouw and Vitters are both at a point where they have to work on their strengths and minimize their weaknesses. • Amels and Feadship are both growing at a steady pace. Feadships 2 yards are now both fully operational and should be used to their full potential. • Royalhuisman should try to work itself up to the point where it can start a direct fight for one of the foreign market leaders • A&F should build to fight the US. Builders, but wait with challenging the Italians. • Jongert has fallen a bit to the background in recent years but should try to get to build selectively box.
GE Matrix Conclusion • Dutch shipbuilding operations have good representation in the global market but own a relatively small share in it. The industry itself is strong with the potential to gain a higher percentage of market share.
Porter Model (cont’d) • Suppliers ranked 6 • Can have a lot of influence on delivery time and pricing (margins) • Industry ranked 5 • It is not that easy to get kicked out of the industry but there is strong competition • Buyers ranked 8 • The buyers have the power and money to make or brake you • Substitutes ranked 3 • There are not many substitutes if any for a mega yacht • Potential entrants ranked 4 • It is very difficult to suddenly enter this market because of this it can be considered a minor element.
Strategies to take advantage of the competitive environment • The Dutch are not strong enough to wage a full frontal attack but they can start Flanking the Italians by pushing deeper into the S/Y segment. • An option to go heads on with some of the competition is possible by using new tax related price advantages. • It should be possible to bypass some competition by diversifying into the smaller yacht segment (80<Ft) • Eventually this and more will lead to a encirclement attack, but first we need to place our selves correctly as can be seen above.
Consumer Analysis • Status Seeking Individuals are insecure and stressed people. They feel that they have to buy boats or other expensive things to express their wealth or simply to fit in and get attention. They are mainly young males because they still don’t have their own opinion and they don’t feel comfortable in their skin. This is why they want to most eye catching and flashy yachts, just so they can show it off to their friends. They spend big percentages of their incomes and don’t care if it’s too much as long as they portrait a certain image. • The chic sheiks individuals are also mainly to not say all male. They too spend a lot of money on boats, the difference is that for these people it’s not that much of their overall income. For them the size of the boat is very important since it expresses their status. The main person has the biggest the son has a smaller etcetera. It’s all very hierarchical. Since these people are literally drowning in oil money they aren’t exactly planned buyers. They are more likely to wake up one day and simply buy a boat and ask for the biggest one out there, so they are basically impulse buyers.
Consumer Analysis (cont’d) • Overindulgent seniors ( 70% male) are classified age 60 and up, they fall under the category of rationalists because they have an ability to cope with unpredictable and complex situations. To them Personal fulfillment is more about self- expression than financial award. As they’ve already set a goal in life which was there career ,now they just want to enjoy life in any way possible. They search for a comfort and relaxation. They strive to be adventurous and take risks to obtain enjoyment. Owning a yacht in this case is there distraction and new objective in life. Their overall segment ranking on a scale of 1 – 10 would have to be a 3. • Midlife crisis millionaires / showoffs ( 95% male ) age 45- 55, fall under the category of Pleasurist because they emphasize sensual, emotional experiences preferring non-hierarchical groups built around self- reliance and regulation. As the name already says that these man are experiencing their midlife crisis. They are desperate man in need of attention, they need something remarkable to make them feel special and important. They don’t have any problems spending millions. They want to impress possibly young women with their yachts and show off that they are drained with money. Anything that is expensive, flashy, and has many gadgets attracts them that’s why they are the perfect candidates for these type of yacht. Their overall segment ranking on a scale of 1- 10 is a 7.
We cover a selective range of products for certain sections of society’s more elite individuals. These individuals are divided into several autonomous segments with their own needs and desires that must be catered to ensure customer delight and a high quality product. This relates to: SELECTIVE SPECIALIZATION Target a number of segments. There may be little or no synergy but each segment promises to be a money-maker (Differentiated) Coverage Strategy Analysis
P.O.D. Analysis • P.O.D • True customer involvement in the design and building process • Shorter delivery times • The pleasure of working with a Dutch Yacht builder • Our ships are build to last • We set a new standard for after-sales support and involvement • Continuous innovation • State of the art production line
P.O.P. Analysis (cont’d) • High quality • Customer customization • After sales support • Exterior styling • Hi-Tech components • Innovative design/engineering/layout • High Price/High Prestige
Positioning Analysis & Positioning Statements • We operate in the very upper top segment of a luxury industry following a long, proud shipbuilding tradition (It’s lonely at the top… very very lonely). • The elite segment of society can enjoy the exhilaration that comes from sailing our fully customized state-of-the-art ships made by the highest possible construction standards – the pleasure of putting your pleasure first…
Product Line Analysis • <80’Ft: Dutch have a very small and limited presence. • Should add new products (Down market stretch) • 80-99’Ft: Also a very small and limited presence. • Should add new products (Down market stretch) • 100-149’Ft:Have fairly good coverage in this segment • The Current yachts (finished and in production) are at the top of the line and in high demand. • 150’+Ft: The Dutch are the Market leaders in this segment for sailing yachts but should try to cover the M/Y better
Brand Analysis The Dutch have several Big Brands/ Company's
Brand Analysis (cont’d) • Collectively these brand represent: • Perfection = An investment in itself • Total reliability = Raising quality standards • The Dutch has come to stand for durability, security, beauty, comfort, and lasting value. They signify some of the finest luxury yachts that people and machines can build together. • Nothing is "typical" of an Dutch yacht . . . except that it's a masterpiece.
