Design For Series Production
e. What trends and developments in brand reputations and images and what impact this has had on consumer
Competition's Terrain - What are they claiming, with what weight, and through what media? What are their strate-
gies and tactics? Do they have the capability of countering our changes in prices, policies, product, etc.? How have
they positioned their product, expensive, low priced, race or cruise oriented, high quality, low quality?
With an understanding of our product, our market, the customer, and the competitor's environment, the problems and
opportunities confronting the business can be defined and thus a marketing objective established.
With the introduction of fiberglass reinforced plastic (FRP) after World War II as a commercially feasible boatbuilding ma-
terial, many designers and builders believed that design and construction restrictions imposed by traditional materials
would now be eliminated.
Years of experience with wood, steel, and aluminum had produced well-defined limitations for practical, economically
sound design and construction techniques. However, these limitations sometimes had an influence on the design from
cost or availability considerations.
For example, with some metal boats, developable section forms were chosen over designs having compound curvature in
the interest of cost. The width of the keel on a wooden yacht has in the past been controlled by the timber size available.
FRP sometimes referred to as the "miracle material" was erroneously portrayed as being devoid of any such limitations. It
certainly opened up many new areas for design expression utilizing shapes and forms heretofore considered impractical.
As the marine industry gained experience with FRP some very well defined problem areas became apparent. In general
terms, the designer should avoid:
1. Large Flat Panels - The highly reflective nature of gelcoated FRP laminates will accentuate even the smallest imper-
fections or distortions. During the curing process FRP flat panels tend to distort and with repeated usage the mold
surface from which the part is made exhibits a similar change. The combined effect, distorted mold and part, often
produces cosmetically an unsightly
2. Deep Narrow Appendages - The nor-
mal construction sequence for FRP
boats utilizes female molds*. Thus,
in effect, the boat is built from the
outside (gel- coated surface) to the
inner surface (last layer of FRP).
Starting from the gelcoat, each rein-
forcing layer of glass and resin is
applied and laminated to the adja-
cent surface using 8 variety of hand
tool applications*. For parts that are
deep and narrow the process be-
comes increasingly difficult as work-
ing space becomes smaller with
each successive lamination. The abil-
ity to control the amount of resin
retained in deep narrow pockets is
difficult. Sometimes due to drainage
or over application, the resin puddles
producing a resin rich laminate. Also,
during the curing process excessive
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