Craft

In: Business and Management

Submitted By lfuri001
Words 853
Pages 4
Lauren Furicchia

Craft Marine Case

* An Internet ad campaign taken on by CM should include links to the website. In addition, it should have links to compare CM to the top of mind brands to show the comparison and how CM is better. * They need to appeal to men, and focus on the quality and performance rather than the price. * Craft Marine should expand to Florida. According to the case, most buyers care more about quality as opposed to price. Due to this, in order to improve craft marine’s reputation they should bring in JD power and associates. This is a known company that evaluates boats based on quality. This will help Craft Marine get into consumers mind as being a top quality product. More over Craft Marine should also bring in trusted celebrities that use boats a lot. Though this would cost more, the consumers would trust the celebrity, as it is someone who frequently uses boats. AN example could be Pitbull, though he doesn’t use boats often he is viewed favorably, and he could do a music video on the boat. This would make men want to buy the boat, as the boat in the music video is seen as a way to get girls. The major boat buyer is a 30-year-old guy. In addition, Pitbull is a symbol/figure of Florida. Though it would be better to hire a celebrity directly tied to boating. * They should get more involved in luxury trade shows in Florida. In addition, CM needs to partner with distributors and dealers to offer the products in better areas of the store where consumers will notice it more. * They should have interviews with boating experts to show why their boat is better Moreover hire sales representatives to go to places in Florida and show off the boat. They could also answer consumers questions as they will be experts. This goes hand in hand with how consumers care the most about performance and quality. * CM could…...

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