Regal Marine Case Study
What’s Regal Marine?
Regal Marine has become the world’s third largest boat manufacturer
and its mission is to satisfy their customers immediate needs,
providing them with a wide variety of good and services at multiple
locations.
- Quality and reliability.
- Value: distinctable features.
- Satisfaction: good and quick service.
To be profitable but continue
being an honest company.
Regal Marine Case Study
New Strategy
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Strategy of differentiation: unique features.
Reduce cycle times.
Improve processes.
Use of alternative products.
Innovation.
High quality goods. Best in class.
Wide product line: 22 boats.
Computer-aided design.
Large number of suppliers to ensure flexibility.
Real scale boat for testing before commercialising.
World-wide distributors, not only in USA. First class dealers to
maintain a good public image.
 Partnering and participation in the ABA (American Boat
Association)
Regal Marine Case Study
Product Design
 CAD Design and handmade molds
 Quick product development: getting suppliers to
participate in the design stage.
 3 year life cycle, quick response.
 Evolve already existing boat design.
 Cost control: avoid raw material’s inventory.
 On-time deliveries.
 Reduce cost without reducing value and quality.