1. Read the Case Study.
2. Engage in relevant research.
3. Answer the questions at the end of the case.
4. You may work together during the research phase, however all suggestions,
analysis, and recommendations must be original and done by yourself.
5. Your report should be between 6-8 pages, double-spaced, and in PDF format.
Case Study Questions:!
1. What are the specifics of this industry that may present barriers to entry?!
2. Assuming that there is no significant debt to worry about, what kind of pricing strategy would you use for this kind of company?!
3. Should there be different strategies in place for New Smyrna Beach and Key Largo? If so, what should these strategies consist of? How are these locations different from each other? How are they similar? !
4. Understanding that it is not likely possible to conduct a sufficient IFEM in this amount of time, you are tasked to ONLY conduct an EFEM. What is the EFEM score for these markets? Conduct and EFEM for both New Smyrna Beach & Key Largo
(one for each location). Explain the scores for each.!
5. One of the key elements in a SITUATIONAL ANALYSIS is ?knowing where you?ve been?. Since this is a new company, there should be much more attention spent on ?where you are? and ?where you would like to be?. Take a look at these last two elements and explain your thoughts, and recommendations. !
6. What other suggestions do you have for Sand Dollar Charters?
Sand Dollar Charters
?Sand Dollar Charters is the number one Boat
Rental Company in New Smyrna
Beach. We offer our customers a boat
rental to fit all their needs. Whether it is a Offshore Boat
Rental, Bay Boat
Rental, Flats Boat
Rental, or Deck Boat
Rental, Sand Dollar Charters boat
rental has you covered.?
About The Company
Do you want to rent a boat
while visiting Daytona Beach, Ormond Beach, or New Smyrna Beach? Whether your on vacation or live here, why limit yourself to having only one type of boat
? We are one of Florida's best Boat
Rental Companies. Some days you are in the mood to relax with family and friends at a sandbar and other days you are in the mood to be fishing with the guys? Ever try to go wake boarding or waterskiing on a motor yacht, or even scuba diving or snorkeling from a
The point is there are different types of boats
for different purposes and at Sandollar Charters we offer a wide variety of boat
rentals. We are located in New Smyrna Beach which is just south of Daytona Beach and on the coast outside Orlando. We have everything from rigged out fishing boats
to inlet sleepers.!
And don?t forget, when you arrive at Sandollar Charters, your boat
is always ready to go. When you return, just throw us the keys and we?ll take care of the rest.!
A company that chooses this type of business has some difficult decisions to make. Here are the three major options Sand Dollar Charters offers.
: A pontoon is more of a pleasure boat
. Slow moving, easy to control, and it fits a lot of people. You can relax for a nice day on the water while you fish,
have lunch, or just lounge around.
Offshore Fishing Boat
: Want to catch the big fish? You will need to get out beyond the breakers! An offshore fishing boat
will allow you to go many miles away out into the ocean. Sturdy, safe, and plenty of room, we also offer the service of a captain if you need it.
Inshore Fishing Boat
: An inshore fishing boat
will allow you to move around at higher speeds than a pontoon boat
, while still being able to enjoy the comfort and convenience of staying close to home.
While it is certainly ideal for a company to offer different kinds of boats
to its customers, which is biggest ?bang for your buck?? How does a new company
decide how many to purchase? How does a company decide WHICH boats
Some additional company details
! FLEET INFO!
New Smyrna beach - 6 boats
Key largo location - 4 boats
, 3 wave runners and 2 motorcycles. ! !
HOW LONG IN BUSINESS!
New Smyrna beach --- been in biz for one year!
Key Largo ---------- been in biz for 2 months? just got down there! !
300 dollars for full day -- 200 dollars for half day the customer is responsible for gas. We take care of oil which is minimal and they can take boat
on trailer to their location free of charge if they have a vehicle to tow with. we will drop off at location for customers. If location is 30 miles or further we will charge a 100 dollar fee. ! !
Day Rental is from 8 am to dark which separates us from our competition. All other companies make the customer have boat
in around 4pm, so the additional time on water seems to be a value to customer. We do have a half day rental and it?s 4 hours which we stick to. We tell them ?hey you can pay 200 for 4 hours or 300 for 10 hours? to try and get them! into a full day.! !
RENTAL BEFORE 8!
We will accommodate any time frame. When customer wants boat
, we let them have it, So if the customer picks up at 6 am on a full day rental, the value is really good. 6 am to dark. ! !
Not really any issues on this. On busy weekends we have had to turn a few people down because of no boats
available, but not often! !
Only difference is 285 for full day in the keys and the half day rate in the same. Wave runners in keys are 65 dollars a hour. Motorcycle rentals are 155 for the day. ! !
We do not own docks.! !
New Smyrna location -- currently we have a agreement with a location where we keep all boats
in the water we pay them 30 percent. this includes water slips for all boats
, they handle all customers when they come to location as far as having customer fill out contracts, walking customers to boats
and going over operation of boats
and safety and they take all payments. In addition to that we keep all boat
related info in store front location.! !
Key Largo - Very different situation. Since we just got down there and are testing waters,! we currently rent a parking lot where we keep all boats
, wave runners and motorcycles, so they would either call us or see our location or driving down the road and stop in.
run $300 a day plus gas
After you become a regular customer (one rental a month)
we can rent at $200 a month
Or you can join our "Boat
Club" which allows Member to have 52 rentals per year at $3500 ($1000 deposit)
Member can use rental days in either location Key Largo New Smyrna Beach
Inquire by email or phone for more details Don / Joel
Pontoons / Center consoles - New Smyrna Beach
Center consoles - Inshore / Off Shore - Key Largo
Wave Runners - Key Largo
(List is subject to change)
All rentals DO NOT include FUEL FEES
& Require a 24 HR notice please
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