Regal Marine Case

504 Words3 Pages
Product design, Continuous innovation Profile Regal Marine constantly seeks design input from customers, dealers, and consultants CAD machines used in translating the design ideas - concept to prototype to production time reduction Existing boat designs always evolving to stay stylish and competitive 3-year life cycle, steady stream of new products, rapid response Suppliers participation - material changes and availability viz cost competitiveness while maintaining high quality products (good value) Discussion Questions 1. How does the concept of product life cycle apply to Regal Marine products? 2. What strategy does Regal Marine use to stay competitive? 3. What kind of engineering savings is Regal Marine achieving by using CAD technology rather than traditional drafting techniques? 4. What are the likely benefits of the CAD design technology? Answers 1. Regal Marine products have a short life span of 3 - 5 years. New products are being developed while the latest product offering is being launched. This is to keep up with the trend, respond to customers' wants and demands, and basically, to keep their competitive advantage. At the start of product development, Regal Marine invests substantial amount resulting in negative cash flow. After its product launch and it becomes successful, the company recovers its investments and even earns profit before its decline. Otherwise, it has to recover such investment from other product offerings. 2. Regal Marine uses a combination of the three strategies, namely: product differentiation, rapid response, and low cost. In its quest of being one of the top boat manufacturers, Regal Marine continuously innovate by introducing new products, which are usually different in features, characteristics, and performance from those already existing in the market. Along with that, stakeholders'
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