mgmt 490 ppt

Group 3

Yifu Zuo

Junjie Wang

Le Chen

Brigette Burton

Abdullh Alnasser 

California State University San Bernardino

Management 490

Professor V. Gupta

Our Company Bridgette 4/4

Eddie Marine was established in January 1993, principally as a distributor for manufacturers of boat accessories. Although the company still distributes some high-quality products from companies such as Gaffrig and Livorsi, they are now a leading producer of quality marine products. They specialize in manufacturing a billet aluminum hardware, Fusion Coat, a powder coating process and has since become the largest supplier of this type of hardware in the boating industry.  In addition the company introduced a new exhaust system for boat engines, EMI Thunder. They are located in Rancho Cucamonga, California. The company has since started Eddie Machine Corporation, which will help bring newer and better products to the market.

Future

To further develop opportunities for Eddie Marine in the boating industry, the company is looking to expand to the Philippines. To be successful, the company will need to develop winning strategies involving partnerships with local companies. The Philippines, a country in the South Pacific Ocean, consists of over 7100 islands, the world's longest discontinuous coastline is an ideal country in which to expand. 

Opportunities for and challenges to expansion in the Philippines:

· The Philippine country has a population of over 105,000,000 with a growth rate of 1.55%.  The population has a large male population between the ages of 25 and 65, the main consumers of boating accessories.

· The economy of the Philippines is relatively stable, with a robust fishing industry, both commercial and private, as well as a growing leisure and recreational boating community, so there is a robust market for Eddie Marine products.  

· Commercial fishing has rapidly increased due to the “Law of Sea Treaty” which allowed the Philippines to expand its marine resources.

· Potential local partners, Boat Depot Philippines, Broadwater Marine, Boat Shop Philippines, and Pacificfortia Marine Technologies can assist with client acquisition, distribution, and access to marketing channels. These partners have knowledge of the local market and will be fundamental in enabling Eddie Marine to connect with local consumers.

· Challenges to expansion:  Inclusive economic growth is threatened, as wealth is concentrated at the top which can be an impediment to overall sales. There is little infrastructure (marinas, limited local number of boat suppliers). In addition, coastal erosion due to overfishing is an environmental crisis that needs to be addressed by the Government...

Part I

Planning (Le Chen) 4/4 Comment by Vipin Gupta: No citation included

Eddie Marine has an interest in the local partner Pacificfortia Marine Technologies Inc, a local organization in the Philippines. Since Eddie Marine is new in the Philippines only relies on innovative technology and is new in the Philippines business market, it requires a partner like Pacificfortia Marine Technologies which understands the needs of the local clients. The company has a team of auto/boat mechanics who work with the instructions, blueprints, instructions, and drawings that enhance retrofitting, maintenance, and repair of various boat structures and amenities. In the long run, there is an inspection of completed work based on the specifications, compliance, and requirements of safety demands by the contractors. The technologies too require the involvement of carpentry projects with a realistic estimation of materials, cost, and time as a mechanism for success. The local Philippine population value customized services and close-involvement in their projects and the products they buy. Since Pacificfortia has mastered this process even in the technology and has utilized it for years, the differentiated operation process suits the culture of the people. It is essential for Eddie Marine to partner with this organization so as to maneuver through its market and technologically produce culturally suitable goods and provide services in a suitable way that pleases the customers. The target to satisfy the world-class consumers makes it engage in sustainable practices, apply expertise, utilize well-trained and verified engineers in the Naval Architecture, process and Quality Control Engineering, Mechanical Architecture, and Electronics Engineering. This unique technology serves in reputational processes which offer a differentiation strategy on the quality of products and credible goods that will serve the clients in the best way possible. Eddie Marine will offer the partner with new technologies that will argument the exclusive manufacture and its new products will also serve the interest of world-class customers, hence make it a great partnership arrangement with a stronger reputation and motivation process where price-quality segments can be infused and maintained. The process will as well serve in creating a hybrid business strategy where differentiation, outstanding quality products, and value chain is fostered.

Programming (Abdullah alnasser ) 3.5 /4 Comment by Vipin Gupta: Citation and 2 x 2 blue ocean matrix not included

What is the business strategy of your client firm that can help this partner firm grow?

The second partner for Eddie Marine is Broadwater Marine, a company with a national and global presence. The global presence of Broadwater Marine offers Eddie Marine a great potential to grow by expanding its business operations into the Philippines by taking advantage of the firm’s blue ocean strategy framework. At present, Broadwater Marine is recognized as the largest yacht chandler in Asia Pacific where it sells boats, boat parties, and provides marine supplies. Because of its extensive business networks in the region, Broadwater Marine has an excellent customer procurement, supply, and marketing channels. Over the years, the company has been offering a wide range of services and products that has made it stand out from the rest of competitors in the industry. It offers marine deck and cabin parts accessories, safety equipment, electronics, engines and generators. Moreover, it supplies jet skis, water sport equipment, and stand-up paddleboards. It also provides an online locator for chandlery products, a crucial resource that could benefit Eddie Marine Company. 

Broadwater Marine operations in the Philippines provides a red-ocean scenario that Eddie Marine could exploit by formulating its blue ocean strategy. First, Eddie Marine possess innovative technology and for many years, it has been offering innovative products within the Gold Coast region at a lower price than most competitors. By partnering with Broadwater Marine, the company will effectively create a cost efficiency strategic framework that will enable it to identify an alternative group of customers or non-customers within the Asian Pacific region that may prefer new designs of different products such as engines, generators, marine deck and cabin parts accessories, safety equipment, and electronics but at an affordable price. The partnership between the two companies would enable Eddie Marine to revolutionize marine industry within the AsianPacific region by offering boat services and physical products that are of high value but affordable for all customers. On the other hand, Broadwater Marine Company would benefit by having a strong business presence within the Gold Coast region by expanding its operations through identification an alternative group of customers as well as non-customers and it turn increase its revenue. The company offers diverse products and services, which include outboard motors, boat for sale, marine electronics servicing, boat trailers, refurbishing services, water sports equipment, yacht charter, generators, jet skis, water sports equipment, and stand-up paddleboards. With such a wide range of products, it will be possible for the company to reach out to new markets within the region and expand the business with the client company. This strategy of business will indeed help our company to grow while we give them innovative technology and new products for sale in the stores they have. Moreover, it will help to create uncontested market space. Since our respective firms will be operating in new spaces, a vicious competition will be avoided. Additionally, it will be easier to achieve high product differentiation and low operational costs.

 Performing (Yifu Zuo）4/4 Comment by Vipin Gupta: Citation not included

Among the major ship dealers, Boat Depot is the proud dealer of Trevallyboats, the country's premier shipyard. The quality and reliability of Trevallyboats have been tested and proven by many shipowners, not only durable but also the most comfortable dry boat on the market today. Due to its deep V-hull design, it not only allows the customer to feel the novelty of the product and provides a good customer experience.

For example, Boat Depot Philippines' product is STABIL. Each STA-BIL® product is specially formulated to treat each of your vehicles or equipment differently, whether on the road, in the water, or the backyard tool shed. STA-BIL® products have been recommended by more than 100 original equipment manufacturers and have been used and trusted by consumers for more than 50 years. Whether it's for everyday use or long-term storage, you can rely on STA-BIL®'s powerful fuel additives to protect your vehicle or equipment from today's fuels. Boat Depot's water sports brand, BIC SPORT. World-class performance and continued to grow in the sales and rental of BIC surfboards in the Philippines for 10 years.

The company is made up of four different frameworks that form the global service supply chain and value chain. Parts, maintenance, sports, and entertainment as well as new boat sales. A range of products and services to allow customers to enjoy one-stop service. Also, from vacation boats, dive boats, fishing boats, expedition boats, patrol boats and yachts, the shipping company can help customers build the right boat. Then Eddie Marine provides products and services, and The Boat Shop Corporation provides vessels.

According to module 3. A global value chain is one of the processes companies can use to achieve strategic performance and build purposeful organizational value. As a new member of the market, we need a global value chain, and Eddie will focus on managing various value chains in all forms of resource management. Eddie Marine's leading coating technology can be applied to ships and accessories made by Boat Depot, providing quality in coatings and creating a win-win situation.

Also, when Eddie marine enters the Philippine market, Boat Depot can provide resources for Eddie Marine (eg manpower, raw materials, advertising, etc.) and learn from Boat Depot how to manage the products they sell or the manufacture and maintenance of the products we own. Because these resources are related to diversification strategies and business expansion. It will become the direct partner of Eddie Marine as it focuses on providing quality and reliable marine components and maintenance for the Philippine boating community.

Profiting（JunJie Wang）4/4 Comment by Vipin Gupta: Excellent inclusion of citations

 What is the technological capability of your client firm that can help this partner firm grow? We decide Boat Shop Philippines as the fourth partner for Eddie Marine. Boat Shop Philippines is a highly technological company whose advanced level of skills and innovation is of value to us.  The company's innovation is showed in three aspects: its variety boat modules, its repairing process and its highly customized boat designing process.

I. Variety boat modules

The technology push unveils new design specifications that result in unique production and performance which satisfies customers and offers inherent value to them. Boat Shop Philippines Company utilizes growth technology in producing resort boats, patrol boats, yachts, fishing boats, and dive boats made in the right manner. (Boat Shop- Boat series)

II. Repairing process

Boat Shop Philippines developed creative ways in repair process, including replacing rotten floors with fiber glass, converting stern drives to outboards and rewiring process, which are leading in the Philippines cruise industry. According to model 5, perpetuation, championing, and sustained value in the technology, the culture of discovery and value development of products has helped the firm to grow and make profits. Based on the kind of research and development a company is conducting as well as the targeted product categories, the geographical segments, the market segments, and core technologies applies, there is an improves supply chain management and growth whose new strategies and processes are functional. (Boat Shop- Repairs)

III. Highly customized boat designing process.

Boat Shop Philippines has a highly customized designing process, which is not only its innovation in product design, but also an innovation in customer service and satisfaction guarantee. The technologies Boat Shop Corporation uses enhances interactive experience among the customers who can modify, and customize the boats to their desires through drawing the yard construction. According to the promise on Boat Shop Philippines's home webpage, it believes that "customers should always have a say in what they are getting and that the best way to let them realize this is to give them creative control on their purchased boats." (Boat Shop) And the process mentioned above has resulted in customized opportunities that please the customers as well as afford the time and convenience value which are functional to every individual and the overall planning of a company. (Boat Shop-About)

IV. Technology team supporting

With the fifty years of experience, the organization has a team of innovative designers, and highly skilled and committed mechanics. There are electricians, craftsmen, and upholsterers who work closely in the manufacturing process.  (Boat Shop- Boat Builds)

V. What to expect from Eddie Marine

From the homepage of Boat Shop Philippines, we may see that although the company has creative and fashion design on the module, they have simple design on the outfit painting and shipboard clothing (Boat Shop- Boat series), which is exactly the what Eddie Marine good at. Eddie Marine has a well-known technology of called Fusion coating, which makes the hull smooth and even. Fusion coat also works to prevent the hull from corrosion, which extend the life of the boat. What's more, the fusion coat is recyclable, reducing the cost on the next purchasing. Boat Shop Philippines may also benefit from making partnership with Eddie Marine.

According to Gina Marie Esmaña, Head of the Cruise Team at the Philippines Department of Tourism, "As a new player, we’ve been performing well and consistently, attracting more calls,", it becomes possible for the company to gain internal and external appropriability of products that are protected by the increasing and large amount of the local demand (Caroline Uy). There is technical superiority too as the company competes for success and excellence, hence the boat designs made are unique and open for the market. The process manages the technology sequence and the life cycle of the products, a valuable resource, and competence as well as the capacity for any company.

Part II

Step 5 (Junjie Wang & Le Chen) - 5/6 Comment by Vipin Gupta: 5.5/6 for part 1 and 2 for Junjie, and 5/6 for Le Chen, since no citations added here.

Development. 

To accelerate its growth, Eddie Marine will study and learn from its partners in Philippines. These partners have their specific core competencies, which include nine functional strategies. Taking these strategies as the main points, we will analyze the future of our cooperation that also benefit our partners. ( Junjie Wang )

Human Resources (manpower). To achieve business goals and meet the demands of world-class consumers, Pacificfortia Marine Technologies Inc. trains and recruits certified engineers to participate in sustainable practices, who has expertise knowledge, or who has participated in naval construction processes and quality control engineering, or who has been trained in mechanical architecture and electrical engineering. Such kind of certified engineers obtains unique technology that might always serve the customers in the best way and provide them with the highest quality products. (Junjie Wang) 

Supply Chain (materials power). In order to respond the market demand, Boat Depot, which is our second partner, is committed to investing in business processes that provide an instant inventory system. In the process, Boat Depot created network that connects major shipping companies with each other and with other potential suppliers to provide support when needed. Boat Depot carefully selected for its long-term, well-chosen marine brand selection. Customers can view all the brands on their website. At the same time, if the customer is looking for available parts, they can find it out in the directory page of the website and establish a sound supply chain network. (Junjie Wang)

Customers (marketing power). Interacting with customers on new products development is the key to brand and quality recognition. In case of that, we choose Broadwater Marine as our third partner, which has excellent customer sourcing, supplying and marketing channels. Broadwater Marine also has an effective cost-efficiency strategic framework that enables it to identify the different preferences of many customer service groups in the Asia Pacific region, who may like the engine or new designs of different products such as generators. (Junjie Wang)

Knowledge (methods power). Broadwater Marine will increase revenue by identifying strong business needs in the Gold Coast region by identifying the different needs of different customer segments. The company offer varieties of product and service. The products and services they provide include outboard engines, ship sales, marine electronic services, boat trailers, refurbishment services, water sports equipment, yacht charters, generators, motor boats, Water sports equipment and stand-up paddle boards. With such a wide range of products, companies can enter new markets in the region and expand their business with their client companies. (Junjie Wang)

Technology and Innovation (machine power). Eddie Marine has the famous Fusion coating technology, which is based on their own technology, which makes the hull smooth and even. The Fusion coating also protects the hull from corrosion and extends the life of the boat. More importantly, the fusion jacket is recyclable, reducing the cost of the next purchase and achieving greater value for the product. (Junjie Wang)

Investments (money power). The Philippines has a large market and a large demand for manufacturers of boat accessories, which means fierce competitive pressure. So our partners provide more technical support than financial investment. Advanced technology and innovation are valuable to us. At the same time, they also have extensive business networks in the region to give us a greater competitive advantage. (Le Chen)

Operations (manufacturing power). In addition to producing specialized billet aluminum hardware, fusion coat, a power coating process and other boat accessories, they also launched a new exhaust system for boat engines, EMI Thunder. And Boat Shop Philippines as a partner firm for us, they use growth technology to produce boats in the right manner. The firm has an innovative design team and highly skilled staff. The team discovered new ship design and manufacturing processes by interacting with customers. This strategy is r&d because it results in new products and designs. (Le Chen)

Leadership (motivating power). These companies have innovative design teams and extensive business networks. They all seek to lead their companies in transformative ways. They lead highly skilled technicians to develop new ship design and manufacturing processes through customer interaction. And because of the excellent customer procurement, supply and marketing channels, it also makes them stand out from other competitors in the industry. (Le Chen)

Stewardship (manipulating power). Eddie Marine needs to work with the organization to operate in its markets and to produce culturally appropriate products and services in a way that satisfies customers. The partner firm will check the completed work according to the specifications, compliance and safety requirements, and we will also be closely involved in their projects and products purchased. Both sides will work together to produce new products using technologies we share. (Le Chen)

All the companies we cooperate with have innovative technologies and unique marketing strategies suitable for us, giving us a greater competitive advantage. For example,Pacificfortia Marine Technologies Inc .and Boat Shop Philippines all have highly skilled and dedicated technicians. Their innovative technologies and marketing strategies have made their products popular in the market. The design of the ship is unique and open to the market, because the company has technological advantages while pursuing success and excellence. In addition, this will help create an uncompetitive market space. Since our respective companies will be doing business in new areas, we will avoid vicious competition. In addition, it will be easier to achieve high product differentiation and low operating costs. (Le Chen)

Transforming （Yifu Zuo）5/6 Comment by Vipin Gupta: Since no citation added, Yifu’s final grade for part 1 and 2 remains 5/6

The developed shipbuilding industry in the Philippines offers Eddie Marine the opportunity to expand its market. The Philippines market and the possibility to make Eddie Marine a global leader in the marine parts and services industry. Eddie Marine can operate locally with the Philippines during the market economy. The ship service industry brings a model of economic promotion and maximizing benefits to achieve a win-win situation.

The five forces of the Ship fittings and services in Philippines are:

1. Threat of potential new entrants: Medium (3/5) is relatively difficult to enter the marine parts and services market in the Philippines.

. Building supply and demand: building a new supply partnership in the Philippines is relatively easy, domestically rich in raw materials and relatively low manufacturing costs. The Philippines has good geographical advantages and a very developed shipping industry. The demand for the service industry is very large.

. Retaliation from existing firms: In the Asian market, the ship's parts and services industry has many competitors. But Eddie Marine has a certain strength and relatively leading equipment and technology.

1. Supplier bargaining power: medium (3/5)

a. The products manufactured by the company require special equipment and raw materials to replace the supplier without affecting any cost. It is difficult to replace the supplier. The agreement to sell the patent limits the sales range of the ship, making it difficult to expand the output of the ship. When a shipowner orders a ship, it will generally also designate a ship of a certain brand. Therefore, the bargaining power of ship and auxiliary system suppliers is generally strong.

b. Substitution: Based on the developed shipbuilding industry in the Philippines. It is conceivable that there will be many different ship product suppliers to manufacture the materials needed for ship fittings. Then, Eddie Marine has the advantage of having its own special products with this company. Unique technology. Since the introduction of melt coating hardware, ED has become the largest supplier of such hardware in the custom ship industry.

1. Buyer bargaining power: medium (3/5)

a. First, due to the cost structure of marine products, supporting equipment and other materials (such as steel, welding materials, etc.) account for a large proportion, which allows ship owners to shop around and price suppliers.

b. Leverage: There are more companies in the market and the competition is large, so the buyer's bargaining power is high. This leads us to provide a good customer experience and high-quality products to attract customers.

1. Substitution: There are very few alternatives on the market. Although West Marine provides the corresponding marine accessories and related services, it is a minority based on Eddie Marine's unique technology and products.

1. Threat of substitute products: low (2/5)

a. Because of the particularity of the ship's accessories, such as the surface coating of the ship, it has almost no substitutes. Therefore, the threat to substitutes is low.

1. Competitive Rivalry within the Industry: High (3.5/5)

a. Presence of major competitors: Companies from the local and Asia Pacific marine parts manufacturing industries will influence the development and operation of Eddie Marine. For example, SHANGHAI DIESEL TECHNOLOGY CO., LTD and ATTWOOD CORPORATAION. Whether it is sold alone or wholesale, it poses a huge threat.

b. Government support policies: Since the global shipbuilding industry has been fierce for a long time, the global shipbuilding industry has basically been a low-profit industry. However, the shipbuilding industry is also a strategic industry. Therefore, the governments of major shipbuilding countries have supported the shipbuilding industry in the country for a long time. Most shipbuilding companies will not survive without government support. However, enterprises that can enjoy government support must have certain conditions, not all enterprises can enjoy it, which forms a barrier to entry into the shipbuilding industry.

Step 6b (Abdullh Alnasser) = 0.5/6 Comment by Vipin Gupta: 4.5/6 final grade on part 1 and 2. This part is well done! You have not added citations to this section, and have not updated your part 1.

Analysis of strategic groups for Eddie Marine reveals that there are three strategic groups within the Philippines. The mobility barriers between the three strategic groups are the level of product variety differentiation and scale of operations. Pacificfortia Marine Technologies Inc. belongs to the first strategic group that consists of firms that target customers that value customized

products. Any firm in this category could be considered to be a differentiator. Broadwater Marine is a middle-performing company based on its product differentiation and the range of services it offers. The company is mostly involved in the sale of boats, and spare parts. On the other hand, Boat Depot and Boat Shop Philippines belong to the third strategic group of companies termed as performers because of their high level of differentiation and huge scale of operation.

The main barrier to entry into the market segment controlled by Pacificfortia Marine Technologies is a high level of customization. An incomer targeting this market will face uncertainty from the pot market if he inters it unintegrated. On the other hand, entering the market using the integrated approach would have the effect of increasing the capital cost.  A five forces analysis for this strategic group reveals that it is difficult for new firms to enter this strategic group because such firms would have to change their production function from large economies of scale to diseconomies of small scale and in the process incur a great increase in fixed costs. In the short run, it would also be relatively difficult to build supply and demand network because most customers in the target market tend to value customized services and get closely involved in the products they buy. However, Eddie Marine could leverage its high equipment and technology to create demand for its products. Concerning supplier bargaining power, it is relatively hard for Eddie Marine to establish suppliers that would enable Eddie Marine to manufacture products that will rival those of Pacificfortia Marine Technologies without affecting cost. Within this strategic group, buyer bargaining power, the threat of substitute products, and competitive rivalry are low.

There are no specific mobility barriers for the second strategic group identified. Any firms can move into this group with ease. Broadwater Marine, the only company in this group, has not invested in any entry deterrence. In the third strategic group, however, mobility barriers include scale-economy barriers. Entrant firms will require huge initial resources to acquire the right technology, attract the right skills, and provide a broad range of services offered by firms in this category. The high level of risk and costs make it harder for smaller firms to overcome this barrier. For Pacificfortia Marine Technologies to strengthen its position within its strategic group, it would need to partner with bigger firms such as Eddie Marine. This would, in turn, enable it to improve its cash flows, increase its resources, and serve more customers. As other firms become more innovative, the disrupting change would affect Broadwater Marine. However, it could partner with Eddie Marine to become the next generation of an innovative company. On the other hand, Eddie Marine could work with firms in the third strategic group and help them survive the prevailing cutthroat competition and become leading differentiators within the Philippines. 

Related and Supporting Industries: In the local country, several companies offer similar services like those provided by Broadwater Marine. They include Shipserv, Red Mango Patisserie, and Azimouthio Yachting. Red Mango Patisserie produces environmentally friendly composite decking from both wood and plastic. There is also a host of local partners such as Boat Depot Philippines and Broadwater Marine that could assist with client acquisition, distribution, and access to marketing channels.

Factor Conditions: The Philippines has the world’s largest discontinuous coastline

and is made up of thousands of islands. This makes it the ideal country for Eddie

Marine to expand to in the boating industry.

Demand Conditions: Through linkages with the above three factors, the huge boasting industry has created a strong demand for related services. For instance, the growing leisure and recreational boating community, the robust fishing industry, and

a relatively stable economy have ensured a constant demand for marine supplies.

Step 7 (Bridgette Burton) – 5/6 Comment by Vipin Gupta: You have not added citations. Therefore, your final grade for part 1 and 2 remains at 5/6

Designing Alternatives

Eddie Marine can develop an integrative global strategy by utilizing their four partners, Boat Depot Philippines, Broadwater Marine, Boat Shop Philippines, and Pacificfortia Marine Technologies. This will ensure a successful expansion of the company to the Philippines, but that the Eddie Marine will be considered a reliable choice for the purchase of boat accessories. White ocean strategy involves creating partnerships that assist the company in transforming technological growth threats and weaknesses and norming local capability opportunities and global capability strengths. There are four steps to value globalization:  Factor Multipliers, Demand Multipliers, Complement Multipliers, and Value Multipliers. 

Each partner can act as one of the above multipliers as follows:

· Factor Multiplier – In country local vendor who can offer additional value beyond the company’s product. Boat Depot Philippines provides reliable sources of parts and maintenance for boats for the Philippine Boating community. As a partner, the company can provide valuable information regarding the expansion of the business, such as the marketing of our products, regional regulations and requirements, and valuable distribution channels. Access to Boat Depot’s value supply chain is a key strategic advantage which will provide insight into developing our client’s global value chain.

· Demand Multiplier – In country high purchasing foreign customer power capable of forming a new business with the company’s product and offer the product as a technological input. Boat Shop Philippines is an excellent strategic partner for this endeavor because of this company’s outstanding level of technological innovation and employees with advanced level of skills. Boat Shop Philippines Company produces quality and well-crafted resort boats, patrol boats, yachts, fishing boats, and dive boats. The organization has a team of innovative designers, and highly skilled and committed mechanics, which will be a value in forming new business utilizing Eddie Marine products.

· Complement Multiplier – Overseas vendor partner who can fit the company’s product into its units so the products can be used by service providers who own the unit or troubleshoot critical environmental contingencies. Pacificfortia is a custom boat designer, builder and manufacturer of various naval platforms from 3 meters to 25 meters in length and versed in both fiberglass and aluminum construction. Eddie Marine provides fusion coated hardware as well as exhaust systems that Pacificfortia can input into their product as well as ensure that Eddie Marine products meet environmental standards.

· Value Multiplier – globalizing in-country partner who can help the company target partners in the entire region to help grow demand for Eddie Marine products. Broadwater Marine has a national and global presence and is recognized as the largest yacht builder in the Asia Pacific where it sells boats, boat parts, and provides marine supplies. Due to its national and global presence, broad business networks in the region, extensive customer base, and reputation for offering a wide range of services and products, Broadwater Marine is in a unique position to assist Eddie Marine in targeting other strategic partners in the South Pacific region that can aide in its desire to increase its presence in the region.

Part III

Execution （JUNJIE WANG & YIFU ZUO ） Comment by Vipin Gupta: Excellent full points on this section. Junjie 17/17.5 – will update once you add citations to part 2. Yifu 16.5/17.5 – will update once you add citations to part 1 and 2.

Eddie Marine needs to build strong relationships with local partners to achieve maximum project efficiency and maximum profitability. At the same time, the company's biggest challenge is to create value and to increase market share in the local market, while having a positive impact on ship manufacturing and production value, surpassing local stakeholder networks. Eddie Marine is committed to become a global, individual, technology and responsible company. Eddie Marine's Yellow Sea strategy is as follows:(JUNJIE WANG)

Product Integrity. (JUNJIE WANG)

Eddie Marine will have a product and service center to ensure the integrity and technology of the partner's products. Pacificfortia Marine Technologies Inc. will serve as Eddie Marine's local service center, which will sell ships and components conducting of Eddie Marine product technology and undergoing market quality inspections. Their customer service department will accept product-relate complaints and recommendations, which helps Eddie Marine to ensure product quality.

Process Integrity . (JUNJIE WANG)

Eddie Marine will establish a joint venture product center and service center to ensure process integrity. Establish strategic partnerships with local companies that specialize in marine accessories. In cooperation with Boat Shop Philippines, Eddie Marine will produce varieties of new high-tech performance accessories. For instance, with Boat Shop Corporation technology, Eddie Marine can modify and customize vessels to meet their needs by drawing the yard structure. Customers can choose from several designs and make the order. Eddie Marine will retain some of its design ownership and meet the individual needs of its customers to the greatest extent.

Value Integrity. (YIFU ZUO)

Eddie Marine will establish a product and credit center and after-sales service center to ensure the integrity of the value and industry chain. The product and credit center cooperates with Boat Depot Philippines. Eddie Marine is mainly responsible for product development and technical support, because the products guaranteed by customers are guaranteed. It is a genuine product, we will launch the anti-counterfeiting code of each material for verification. Boat Depot Philippines is mainly responsible for the procurement of raw materials and product promotion. The after-sales service center can help customers solve the quality problems encountered in product application. Eddie Marine will work with Boat Depot Philippines to ensure product quality and customer experience.

Entity Integrity. ( YIFUZUO)

Eddie Marine will establish a franchise and franchise system. Eddie Marine has a franchise that can be a product, service, business technology, trade name, logo, and other special forces that bring operational benefits. Eddie Marine will cooperate with Boat Depot Philippines to send advertising information. eddie marine will give local franchisees a complete set of operating systems for information, knowledge, etc., and at the same time grant franchisees the use of certain areas such as store names, trade names, trademarks, service marks, etc. Monopoly use rights, and continue to conduct business guidance during the contract period. Ensure the integrity of business entities and industry chains.

Step 9 (Brigette Burton & Abdullh Alnasser ) Comment by Vipin Gupta: Excellent – full points on this section. 16.5/17.5 to Brigette – will update once you add citations to part 1 and 2. 14.5/17.5 for Abdullah – will update once you fix part 1 and add citations to part 2.

Visioning

Step 9 (Brigette Burton & Abdullah Alnasser)

Critical Success (Brigette Burton)

Eddie Marine Company is poised to enter the global market by expanding to the Philippines, ranked as the country with the 39th largest economy in 2018, and ranked 13th among the 43 countries in the Asia–Pacific region. By partnering with the four local companies, Eddie Marine can utilize its strategic advantages, of development and distribution to introduce its own products to the global market and broaden its distribution into the Asia-Pacific region. 

Critical Growth (Brigette Burton)

It is necessary for Eddie Marine to look to new locations outside of the United States, to grow the company and develop a global presence in the boat accessories industries. The global recreational boating market is expected to reach an estimated $ 30.0 billion. The company considered the Philippines as the country in which to expand as it offers an opportunity for Eddie Marine to further manufacture quality marine products, but work with partners to develop other quality products to be sold in the Asia- Pacific region and beyond. 

To expand globally, Eddie Marine Inc. will develop the four following scenarios:

· Scenario 1 (Brigette Burton):  Eddie Marine will offer its own designs to customers. Through a local partnership with Boat Depot Philippines, the company will expand its distribution of boating accessories as well as sell the products they manufactured, Fusion Coat and the EMI Thunder which is already sold in North America to customers in the Philippines. Through a marketing and distribution partnership with Boat Depot Philippines, Eddie Marine will offer American products that appeal to the Filipino boating enthusiast as well as fishing industry consumers.

·  Scenario 2 (Brigette Burton):  Eddie Marine will work with Boat Shop Philippines to design custom boat accessories that can be sold in both the Philippines and in the US. By working with Boat Shop Philippines, Eddie Marine has access to the company’s excellent innovation technology as well as highly skilled employees that develop boating equipment that will appeal to customers in the Philippines, as well as North America.

· Scenario 3 (Abdullah Alnasser):  Eddie Marine will partner with Broadwater Marine to arrange contracts with other local companies to display the products they manufacture such as boat engines as well as their Fusion Coat, boat parts. This will create an easier channel of communicating with their customers who will need their services.

· Scenario 4 (Abdullah Alnassar):  Eddie Marine will use its web services by use of XML to encode all its Web communications to a web service in partnership with PacificFortia. Therefore Eddie Marine will help PacificFortia recommend the boat designs to boat user customers all over the world by displaying new designs. With PacificFortia Technologies they will develop better web services.

As Eddie Marine strategically expands into the global market by partnering with the above four companies in the Philippines, the company can utilize the local market as a launch pad to create a global presence in the international boating industry. By establishing a market in the Asia-Pacific region Eddie Marine is competing in existing market space, creating and capturing new demand, creating opportunities for growth and further success and increased profitability.

Step 10. Implementation – Accountability and Contingency Plan (Le Chen ) Comment by Vipin Gupta: Not submitted. Therefore, final grade for Le Chen is 10/17.5. Will update once complete implementation plan and add citations to part 1 and 2.

References

Boat Depot. http://www.boatdepot.ph/about.html

Boat Shop. (n.d.). Boat Shop Philippines. Retrieved from http://boatshopphilippines.com/about/

Caroline Uy, (2019). Philippines ‘Attracting More Calls’. Retrieved from https://www.cruiseindustrynews.com/cruise-news/20816-philippines-attracting-more-calls.html

Eddie Marine (n.d.). Eddie Marine. Retrieved from https://www.eddiemarine.com/

Gupta, V. (n.d.). Business Strategies based on Value Chains – Differentiation, Cost Leadership and Blue Ocean.

Module3 ：The Global Value Chain

https://www.coursera.org/lecture/global-strategy-two/the-global-value-chain-ceKf3

Pacificfortia Marine Technologies Inc. (n.d.). Retrieved from http://www.pacificfortia.com/