Assume you are the Chief Executive Officer (CEO) of a small but
growing company in the sail boat manufacturing industry (in the U.S. and Canada). Currently you utilize
a differentiation strategy based on design, quality, and service. As part of your firm’s growth strategy you
are considering expanding to the power boat industry. Because the sailing market is quite different than
the power boat market, you may consider a new brand for this potential product division. A major issue
is choosing the competitive strategy your company will use to compete in the new market.
Assume you manufacture single hull sail boats (as opposed to catamarans). In your answers below, make
sure you describe some details about the product with the recommended strategy. For example, do you
recommend fishing boats, deck boats, family boats, center console, pilot house, yachts, etc?
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