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Sea Ray Marketing Paper

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“Where Land Ends, Life Begins”

Sea Ray Marketing Plan

Executive Summary
The boating industry has suffered serious revenue losses since the 2008 downturn in the economy. Our strategy for Sea Ray of Knoxville minimizes risk yet strengthens and refines the current marketing campaign. Analysis indicates a concentration on families and communities would coincide with Sea Ray’s current image that “Where land ends, life begins.” Sea Ray is a private subsidiary of Brunswick Corporation. The company sells four product lines which include Sport Boats, Sport Cruisers, Sport Yachts, and Yachts. The company was founded in 1959 and was one of the first to use fiberglass in the construction of recreational boats. To differentiate
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Now that momentum is gone; however, sport boat manufacturers are optimistic about the next ten years. A tidal wave of retiring baby boomers could offer substantial new buyers when the economy rebounds. The boating industry in general forecasts better days ahead. D. Long Term Industry Outlook
There is a bright future for the sport boat industry; the market as a whole is expected to grow in the near future. In 2006 the sport boat market had a total value of $6.9 billion; that value has climbed by 9.3% each year, and that trend is expected to continue for the next 3 years. This means that the sport boat market will be worth $10.1 billion by 2014. This industry rebound is dependent upon the recovery of the market and a general change in attitude of banks to lend more money for boat purchases. In addition to this overall market growth and economic recovery, we can expect sport boat sales to increase due to an increase in the number of boat purchasers. As the baby-boomers reach retirement age, the number of boats sold can be expected to increase causing the overall market to increase at a rate greater than the expected 9.3%. With this explosion in the sport boat market, positive economic activity, and the increased willingness of banks to grant loans, it is expected that the sport boat market will expand beyond all future expectations.4
II. Economics A. Facts about Boat Building in the United States
The
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