1. REGAL MARINE
$ Mo Money Mo Problems $

2. COMPANY
REGAL MARINE is the world's third-largest boat manufacturer (by global sales), Regal exports to 30 countries, including Russia and China. Almost one-third of its sales are overseas.

3. STRATEGY
The REGAL MARINE in their strategy, focus on product design which is critical in the highly competitive pleasure boat business.
Market analysis
New Product Development Management
New designs come to life via Regal's three-dimensional CAD system, borrowed from automotive technology (Regal's naval architects' goal is to continue to reduce the time from concept to prototype to production )
The process of production all of components takes abou 2 months
Finally the boat is sent to Regal's test tank for watertight, gauge, and system inspection.

4. STRATEGY
introduces innovative, high-quality new boats - Its differentiation strategy. It is reflected in a product line consisting of 22 models.
design input from customers, dealers, and consultants
speed the development process
life cycles as short as 3 years
key suppliers participate at the design stage
improves both innovations and quality while speeding product development
CAD designs yield product specifications.
Usually the same components are use to product few models of boats.