Craft Marine Corporation

CRAFT MARINE CORPORATION 1.How would you characterize the U.S. boating diligence? ? patience dollar sales 1999---- $22.2 one million million 2000----$25.5 billion 2001----$25.6 billion (Attributed to 13% increase in the price of vernal boat) ? to a great extent qualified on general economic conditions (should consider rough the mildew of 911), reflect personal discretionary income patterns in the US. ?oer cytosine full-line boat manufactures ?No one manufacture holds over 10% industry market sh atomic number 18 ?Many manufactures are privately own or are part of large companies that sell a variety of results ?Industry sales march on between surround and August with April, May, and June being the peak purchasing months. 2. How is the boat purchase decision made? Target market---- a married manlike in his mid to deeplyr forties with two adolescent children (annual household income of a boat possessor was $40450) Need recognition--- genial customer functional and physical request, customers need boat for fishing, cruising and water skiing.

Information search-----friends and relatives degree Celsius% Marine lead 98% catalog/Brochure 97% Magazine announce 93% military rank of alternatives--- the assistance of a principal sum or a salesperson, hapless price Promotionbusiness deal and customer shows are typically scheduled in the late fall and blend into consumer shows in the winter month. Purchase and consumption---- invite factors: Quality of construc tion 100%-----distribution, product Perf! ormance 81%-----ads, product Design purpose 78%-----ads, product value 68%-----price, promotion ?Craft Marine had introduced its new hull designs and offshore boats in the fall trade shows and aforethought(ip) to exhibit these innovations during the winter of 2002 at consumer boat shows. ?The expanded class included a promotion kit for company dealers, which consisted of five...If you necessity to get a full essay, order it on our website: OrderEssay.net

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