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The Masthead

Design For Series Production

Continued

2. Cost history, materials, labor, O/H selling, advertising, G&A, R&D

3. Profits (net before taxes) including competitors if known

C. Distribution Channels

1. Identification of principal channels, sales history through each type, including competitors if known.

2. Buying habits and attitudes of principal channels, inventory policy, turnover, profitability.

3. Pricing policies vs. competitors'

4. Promotion, advertising, point of purchase aids vs. competitors'

D. Product Comparisons

1. Overall strengths and weaknesses

2. Price comparison with competition

3. Breadth of line vs. competition

E. Consumer or end user

1. Identification of potential buyer, age groups, sex, income levels, education, occupation, geographic locations.

2. Consumer attitudes or the firm's product vs. competition on quality, price, styling, performance, packaging.

3. Consumer purchase habits, time of purchase, place, cash, credit, frequency, etc.

4. Consumer use habits - how, where, when by whom

What is Important from this analysis is not the facts as facts, but the knowledge and understanding they provide when

viewed and interpreted in perspective. This can be broken down into four broad areas:

1.

Facts about the Product - We must define what the product is physically, what it is designed to do, how it works, com-

parisons physically and functionally with the competition, sized, priced, etc., and what trends and developments are

taking place that could affect our product and the competition.

2.

The Market - We need to gather as much insight and facts about the people to whom we intend to sell our boats. This

might start by analyzing the distributor channels through which our boats reach the public. The buying habits and at-

titudes of dealers, distributors on whom we must rely.

The main emphasis is the consumer. How many? Who are they? Where are they? What is our share of market? What

is our competitor's share? Are they gaining or losing share? Are we gaining or losing? Study the current customers,

their number, locations, how they use the

product. Be concerned with age groups,

income levels, education. Find out as

much as you can about the buyer, how

he uses the boat. We must always re-

member the marketplace is constantly

changing.

3.

Attitudes and Motivations - In house or

independent surveys can often help

gather this type of information. Discus-

sions with current customers at shows,

at the plant, and boating functions is also

helpful. It should provide answers to

questions like:

a. The interaction between the buyer

and the boat.

b. How important do they view the

need for our boats.

c. How they perceive its benefits vs.

competition models.

d. Their satisfactions, dissatisfactions,

brand loyalties for our boats and

Cabin sole pan installed showing numerous openings for access panels

and landings for bulkheads and joiner panels. — Island Packet Yachts

Dec. 2014 Page 5