The main goal of this in-company project is to analyse and identify interesting opportunities in the Asia Pacific catamaran market and to develop a winning strategy for Sail Lanka Yachting Group. The first chapter gives a brief introduction of the company and their current product offering. It mainly comprises the backstory of the company and how its establishment is related to recent events in Sri Lanka. Additionally, a brief introduction is given on recent local and international events and how the affect the business. In chapter 2 the research question is presented and divided into three different stages of analysis. These follow the STP-framework: segmentation, targeting and positioning, which will serve as the foundation of the analysis. Chapter 3 describes the literature and methods used for the research and the project. It describes the methods used for data gathering, as well as the overall structure of the analysis. The main sources for data were literature and desk research on the one hand, and qualitative interviews on the other hand. In this chapter a thorough description of the methodology for conducting and analysing interviews is given as well. The fourth chapter starts with the segmentation analysis. In this chapter, the choice of regional segmentation and the variables linked to it are described. These variables are used for the creation of a model (regional grading model) which can be used for segmenting the market and identifying interesting regions. Chapter 5 will discuss the most interesting segments resulting from RGM and highlight the groups which are most interesting for Sail Lanka to target. The segments are split up into a professional and a private target group. In chapter 6 Sail Lanka’s positioning in the market will be discussed. The positioning is the result from the secondary research on the industry and the primary data gathered through the interview. In this chapter Sail Lanka’s competitive advantage is identified. In chapter 7 the analysis comes together and three strategic recommendations are given focusing on the needs and wants of the target segments, Sail Lanka’s capabilities and its current product offering. These three recommendations also keep the core message of the company in mind and take the effects of the current COVID-19 crisis into consideration. Additionally, some recommendations aimed at improving Sail Lanka’s international brand name are briefly discussed. At the end of the chapter the discussion focuses briefly on the Chinese customers as this market has some untapped potential. In summary, the secondary and primary data gathered throughout the project and the STP analysis resulted into three specific recommendations for Sail Lanka to develop into the Asian Pacific market. These recommendations can aid the company to expand its business to the Asia Pacific and to generate more revenues, even during the COVID-19 crisis.
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