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Operations Strategy for Competitive Advantage

Operations Strategy for Competitive Advantage. Chapter 2. What is Regal Marine?. Regal Marine was established in 1967 as a family owned business (Florida). One of the ten most important boat manufacturers Currently, they sell new and used luxury boats Customers can shop online

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Operations Strategy for Competitive Advantage

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  1. Operations Strategy for Competitive Advantage Chapter 2

  2. What is Regal Marine? • Regal Marine was established in 1967 as a family owned business (Florida). • One of the ten most important boat manufacturers • Currently, they sell new and used luxury boats • Customers can shop online • Company provides many services:                - mechanical service                - boat fit out                - sounder and electronic installation                - trailer service

  3. Regal Marine - Mission • IN GENERAL: As a service company, their mission is to satisfy their customers’ immediate needs and wants by providing them with a wide variety of goods and services at multiple locations.

  4. Regal Marine - Mission • To provide: • Quality and reliability. • Value : distinctable feactures that add value to their products. Innovations. • Satisfaction to costumers. Good and quick service. • To be profitable but continue being a honest company with character.

  5. Regal Marine - Strategy • How mission will be achieved. • They use the strategy of differentiation • To accomplish the mission they: • Reduce cycle times • Improve processes • Use alternative products • Constantly innovate • Include unique features • Produce High quality goods

  6. Regal Marine - Strategy • Broad product line : 22 boat models. • Best in class, distinctive products. • Computer-aided design, high quality molds, close tolerances, charts and rigorous visual inspections • Large number of suppliers to ensure flexibility and perfect parts • To must compete with, not only other boat manufacturers, but also with other ‘fun’ providers/bussinesses. Associating boats and sailing with entertaining.

  7. Regal Marine – Product Design • Factors that affect the Product Design in Regal Marine: • Customer tastes • Trends • Competitive products • Material Innovations • Government Regulation • Taxes

  8. Regal Marine – Product Design • The process starts with coming up with new ideas : Workteam “New Product Management Team” where engineers, manufacturers, salesmen, marketing experts and more, work together. • Always taking into account opportunities and fluctuations in the marketplace (Flexible) and ensuring that environmentally-friendly products are made. • Use of a fully functional, real scale boat for tests before comercialising the product.

  9. Regal Marine – Product Design • CAD design -> Molds (handmade) • Quick product development : by getting the suppliers on board early and urging them to participate at the design stage • 3 year life cycle needs quick response • Existing boat designs are always evolving in Regal Marine.

  10. Regal Marine – Supply-Chain Management • The supply-chain management is important to Regal because: • Cost Control : Reduce or even eliminate raw materials’ inventory • On-time deliveries • Reduce cost and increase contribution margins. Without reducing value and quality. • Importance of dealers/distributors not only in USA but in every country they sell. First class distributors are crucial for a good representation of the company (public image) and to assure high quality.

  11. Regal Marine – Supply-Chain Management • Techniques: • Partnering : Commitment with the key suppliers to achieve realibility of products, cost.. Continuous improvement process • Participation in ABA (American Boat Association) with other boat manufacturers : Higher qualities/volume levels

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