STRATEGY AT REGAL MARINE
There is a short video (7 minutes) available from Prentice Hall and filmed specifically for
this text that supplements this case.
1. Regal Marine’s mission is to provide luxury performance boats to the world through
constant innovation, unique features, and high quality that will differentiate the boats in the
marketplace.
2. A strength of Regal Marine is continued innovation that is being recognized in the
marketplace. One current weakness is
maintaining an effective, well-trained labor force in a tight Florida labor market. The
opportunities for Regal include an increase in boat sales brought about through the
reduction of the luxury tax and Regal Marine’s increasing market presence in the world
boat market. The threats to Regal are a huge number of small competi-tors going after
various parts of the market. Brunswick goes after the mass market, and hundreds of small
boat manufacturers go after various niche markets.
3. Regal Marine’s strategy is to focus on constant innovation, high quality, and good
value for the money with sales through effective dealers.
4. Each of the 10 operations management decisions is important to Regal’s success.
n Product: Must be unique, full of features, and richly appointed, which puts constant
pressure on the design, styling, and appointments
n Quality: Because the typical Regal Marine customer is interested in exceptional quality
for his/her substantial investment
n Process selection and design: Because of the large number of boats and custom features,
building via repetitive pro-cesses in a modular way has proven to be an effective and
