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In your answers below, make sure you describe some details about the product with the recommended strategy. For example, do you recommend fishing boats, deck boats, family boats, center console, pilot house, yachts, etc?

Description

Assume you are the Chief Executive Officer (CEO) of a small but

growing company in the sail boat manufacturing industry (in the U.S. and Canada). Currently you utilize

a differentiation strategy based on design, quality, and service. As part of your firm’s growth strategy you

are considering expanding to the power boat industry. Because the sailing market is quite different than

the power boat market, you may consider a new brand for this potential product division. A major issue

is choosing the competitive strategy your company will use to compete in the new market.

Assume you manufacture single hull sail boats (as opposed to catamarans). In your answers below, make

sure you describe some details about the product with the recommended strategy. For example, do you

recommend fishing boats, deck boats, family boats, center console, pilot house, yachts, etc?

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