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Swot Analysis Of Mastercraft

Decent Essays

Internal Analysis
Client’s Current Positioning and Strategy:
MasterCraft Boat Company vision statement is to be the world's leading manufacturer of water sports boats in terms of initial quality and market share. Its mission statement is to be committed to improving the boating experience of its customers, by delivering innovations that improves enjoyment on the water, and offering products that promote rapid development of skills, generating memories that last a lifetime. MasterCraft was founded in 1968 and soon became recognized as a major force in the tournament ski boat market. Today Mastercraft employs over 400 people and is the largest producer of inboard ski, wakeboard and luxury performance powerboats in the world. It sells boats in over 30 different countries and has over 130 domestic and international dealers.
According to leading industry analysis MasterCraft makes up 21.5% of the total market share in the performance sports boat category. The majority of its sales occur in the United States and Canada, but sales growth in Europe and Australia is steadily increasing. MasterCraft business model is to sell its products at wholesale prices to independent dealers who partner with MasterCraft to sell the products to the public. The independent dealers mark up the products a little more to get to a retail price.
MasterCraft has a best-cost generic business strategy. It competes on both low costs and differentiation. MasterCraft differentiates based on its iconic brand

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