Craft Marine Corporation

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

Information search-----friends and relatives degree Celsius% Marine monger 98% catalog/Brochure 97% Magazine publicise 93% military rank of alternatives--- the assistance of a bargainer or a salesperson, hapless price Promotion care and customer shows are typically scheduled in the late fall and blend into consumer shows in the winter month. Purchase and consumption---- process factors: Quality of construction 100%-----distribution, product Per formance 81%-----ads, produ! ct Design purpose 78%-----ads, product cling to 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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