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Kelli Smith

MG-325-OLO1
4 May 2014
Chapter 2Strategy at Regal Marine Case Study
1. Regal Marines mission is to provide customers around the world with
top-of-the line performance boats.
2. Strengths:
Regal Marine is a family-owned company that prides themselves
in having unique features, constant innovation, high quality, integrity,
honesty, and best-in-class products. They offer many different models
more than most of their competitors and have close ties to their
suppliers to ensure that their products are up to their high quality
standards. They currently operate in 40 different countries making
them an international company.
Weaknesses:
Production can be time consuming and ideas can be copied
quickly by competitors, not leaving much room for personal innovation.
Production can also be extremely costly and they can have difficulty
trying to access certain markets to produce boats quickly.
Opportunities:
Regal Marine can always build their relationships by partnering
with companies overseas to have better access to resources and
distribution networks in all areas that they operate. They can
implement a more pro-active differentiation strategy to make boats
better and faster. They can also try to emerge into even more
countries than they are currently operating. An opportunity apparent in
all industries is trying to find a way to produce and distribute items at a
lower overall cost.
Threats:
A major threat for Regal Marine is competition. Regal Marine,
being a family owned and operating company, they are extremely
concerned with quality which is great but is also costly. If they are
producing boats at a quality level, they will certainly keep the
customers they have but new customers may be tempted to explore
other optionscheaper options. Their competition is also large
companies who market all kinds of boats and probably have a larger
customer base. If Regal Marine expands their product offerings, they

may be able to bring in a larger customer base. They should only do


this if they can do so in a cost-efficient manner.
3. Regal Marines Strategy is largely differentiation. It differentiates its
products through constant innovation, unique features, and high
quality (53). They focus on staying up-to-date with customer wants
and needs, and responding to them by introducing new models to
comply. They focus on implementing their strategy with the highest
level of quality and value while still staying cost-competitive. They use
a computer-aided design system to help reduce time and development
cost while producing a top-notch product. Ultimately, they use the
available resources to produce and distribute products that are
superior to their competitions while keeping costs low and value high.

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