Sea Ray Marketing Paper
“Where Land Ends, Life Begins”
Sea Ray Marketing Plan
Executive Summary
The boating industry has suffered serious revenue losses since the 2008 downturn in the economy. Our strategy for Sea Ray of Knoxville minimizes risk yet strengthens and refines the current marketing campaign. Analysis indicates a concentration on families and communities would coincide with Sea Ray’s current image that “Where land ends, life begins.” Sea Ray is a private subsidiary of Brunswick Corporation. The company sells four product lines which include Sport Boats, Sport Cruisers, Sport Yachts, and Yachts. The company was founded in 1959 and was one of the first to use fiberglass in the construction of recreational boats. To differentiate itself, Sea Ray focuses more on selling a boating lifestyle as opposed to a boat product. This is a tough era for the industry. Optimistically, our “Sea Ray Community” marketing plan should increase revenues by two percent over the next three years. We recommend that Sea Ray continue primarily marketing through print and radio. The company should expand to also include advertising in reader markets proven to reach customers in Sea Ray’s affluent 35-55 age bracket. Sea Ray Community events include sponsorship of the annual News-Sentinel golf tournament. The focus should continue attracting new customers as well as retaining current customers.
When families of all ages think about recreational boating, we want them to visualize one dream – The Sea Ray dream. I. General Company Description A. Mission Statement
The Sea Ray mission statement is as follows: “Emphasizing our 50-year history, tradition and heritage, Sea Ray will continue to lead the marine industry in the manufacture and sale of an extensive line of superior quality fiberglass boats.”1
Sea Ray is a private subsidiary of Brunswick Corporation. Sea Ray describes itself as, “the world's largest manufacturer of superior quality
Sea Ray Marketing Plan
Executive Summary
The boating industry has suffered serious revenue losses since the 2008 downturn in the economy. Our strategy for Sea Ray of Knoxville minimizes risk yet strengthens and refines the current marketing campaign. Analysis indicates a concentration on families and communities would coincide with Sea Ray’s current image that “Where land ends, life begins.” Sea Ray is a private subsidiary of Brunswick Corporation. The company sells four product lines which include Sport Boats, Sport Cruisers, Sport Yachts, and Yachts. The company was founded in 1959 and was one of the first to use fiberglass in the construction of recreational boats. To differentiate itself, Sea Ray focuses more on selling a boating lifestyle as opposed to a boat product. This is a tough era for the industry. Optimistically, our “Sea Ray Community” marketing plan should increase revenues by two percent over the next three years. We recommend that Sea Ray continue primarily marketing through print and radio. The company should expand to also include advertising in reader markets proven to reach customers in Sea Ray’s affluent 35-55 age bracket. Sea Ray Community events include sponsorship of the annual News-Sentinel golf tournament. The focus should continue attracting new customers as well as retaining current customers.
When families of all ages think about recreational boating, we want them to visualize one dream – The Sea Ray dream. I. General Company Description A. Mission Statement
The Sea Ray mission statement is as follows: “Emphasizing our 50-year history, tradition and heritage, Sea Ray will continue to lead the marine industry in the manufacture and sale of an extensive line of superior quality fiberglass boats.”1
Sea Ray is a private subsidiary of Brunswick Corporation. Sea Ray describes itself as, “the world's largest manufacturer of superior quality
Cited: cont. 11 (Brennan, B. (2009). Bridget Bennan, Why She Buys: The New Strategy For Reaching The World’s Most Powerful Consumers, p 17, New York: Crown Publishing Group).” 12 A Story of Strength and Stamina. Chaparral. Retrieved September 12, 2011 from http://www.chaparralboats.com/2011/chaparral/CSI.php?content=strength_stamina 13 Cobalt 226 Category. Cobalt Boat Owners Club. Retrieved September 12, 2011 from http://mycobalt.net/category/cobalt-226 14 Boat Building in the US: Products & Markets. IBIS World. http://clients.ibisworld.com/industryus/productsandmarkets.aspx?indid=853 15 Anonymous (2010). Recreational Boating & Fishing Foundation Quantitative Study of Consumer Attitudes, 52, Retrieved from http://www.rbff.org/uploads/RBFF_Study_-_Full_Deck_(Revised_09010).pdf