brief environmental analysis of Elan and the competition Ski Boat Industry

Seminar paper from the year 2004 in the subject Business economics - Business Management, Corporate Governance, grade: Credit, Deakin University (Faculty of Business and Law), course: Strategic Management, language: English, abstract: Part 1: Competitors on the Ski Boat MarketWhich companies are Elan s main competitors? How strong is each of thesecompetitors in relation to Elan? What competitive moves can Elan expect from each ofthese competitors?As Ben Favret wants to become true market leader in profitability, quality, manufacturingcost efficiency and eventually sale , Elan has to compete with the actual market leadersMasterCraft and Malibu. Furthermore there will be direct competition in the niche oftournament skier with Infinity Boats. Actualy the market leader with 30 percent market share in the competitive boat industry isMasterCraft. Statistical Surveys counted 1,434 registered sales of their competition ski boatsin the first six month 2001. Their facility gives them the possibility to produce about 6200boats per year. With the widest range of 15 models in best quality on the market and ongoinginnovations reinforced by various R&D alliances, MasterCraft s brand name is well knownand on the ski boat market. Elan has to recognize that MasterCraft proved to retain good saleseven in bad economic circumstances most likely because of their wide diversification and itsstrong brand name. After the foundation of the concept boat idea which lowers their risk inintroducing new models and features, MasterCraft might even bring more innovative productson the market. On the other hand the new ownership of senior managers and a venture capitalcompany might cause disagreements in where to lead the company in the next years.