The Essence of Strategy and Strategic Management
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چکیده
Robert Braithwaite, CBE, founded Poole-based Sunseeker Boats in 1968. Its fi rst model was a 5-metre yacht. Today, its biggest yacht is over 37 metres long; some have top speeds of 60 knots. In a typical year, it sells several hundred new yachts. Depending on specifi cation, prices are upwards of £250,000. Sunseeker is presently the largest volume boat builder in the United Kingdom (UK) and one of an exclusive group of ‘super yacht’ manufacturers around the world. Like other yacht builders it is highly dependent on a wealthy, demanding, potentially fi ckle clientele. Its UK-based competitors include Fairline, Sealine and the French-owned Princess. Particularly at the luxury end of the market, it has major competitors based in France, Germany, the United States and Scandinavia. International competitiveness depends greatly on the comparative rates of sterling against the US dollar, the Japanese yen and the Euro. CASE STUDY: Sunseeker International Ltd
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