Operations Strategy for Competitive Advantage

1
Operations Strategy for Competitive Advantage

• Chapter 2

2
What is Regal Marine?

• Regal Marine was established in 1967 as a family
  owned business (Florida).
• One of the ten most important boat manufacturers
• Currently, they sell new and used luxury boats
• Customers can shop online
• Company provides many services
•                - mechanical service
•                - boat fit out
•                - sounder and electronic
  installation
•                - trailer service

3
Regal Marine - Mission

• IN GENERAL
• As a service company, their mission is
  to satisfy their customers immediate needs and
  wants by providing them with a wide variety of
  goods and services at multiple locations.  

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Regal Marine - Mission

• To provide
• Quality and reliability.
• Value distinctable feactures that add value to
  their products. Innovations.
• Satisfaction to costumers. Good and quick
  service.
• To be profitable but continue being a honest
  company with character.

5
Regal Marine - Strategy

• How mission will be achieved.
• They use the strategy of differentiation
• To accomplish the mission they
• Reduce cycle times
• Improve processes
• Use alternative products
• Constantly innovate
• Include unique features
• Produce High quality goods

6
Regal Marine - Strategy

• Broad product line 22 boat models.
• Best in class, distinctive products.
• Computer-aided design, high quality molds, close
  tolerances, charts and rigorous visual
  inspections
• Large number of suppliers to ensure flexibility
  and perfect parts
• To must compete with, not only other boat
  manufacturers, but also with other fun
  providers/bussinesses. Associating boats and
  sailing with entertaining.

7
Regal Marine Product Design

• Factors that affect the Product Design in Regal
  Marine
• Customer tastes
• Trends
• Competitive products
• Material Innovations
• Government Regulation
• Taxes

8
Regal Marine Product Design

• The process starts with coming up with new ideas
  Workteam
• New Product Management Team
• where engineers, manufacturers, salesmen,
  marketing experts and more, work together.
• Always taking into account opportunities and
  fluctuations in the marketplace (Flexible) and
  ensuring that environmentally-friendly products
  are made.
• Use of a fully functional, real scale boat for
  tests before comercialising the product.

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Regal Marine Product Design

• CAD design -gt Molds (handmade)
• Quick product development by getting the
  suppliers on board early and urging them to
  participate at the design stage
• 3 year life cycle needs quick response
• Existing boat designs are always evolving in
  Regal Marine.

10
Regal Marine Supply-Chain Management

• The supply-chain management is important to Regal
  because
• Cost Control Reduce or even eliminate raw
  materials inventory
• On-time deliveries
• Reduce cost and increase contribution margins.
  Without reducing value and quality.
• Importance of dealers/distributors not only in
  USA but in every country they sell. First class
  distributors are crucial for a good
  representation of the company (public image) and
  to assure high quality.

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Regal Marine Supply-Chain Management

• Techniques
• Partnering
• Commitment with the key suppliers to
  achieve realibility of products, cost..
• Continuous improvement process
• Participation in ABA (American Boat Association)
  with other boat manufacturers
• Higher qualities/volume levels