BUSINESS PLAN

Business Plan



Business Plan

Introduction

“Far Horizon” has been trading successfully for 15 years and is now poised for expansion. Starting out as a supplier to the marine leisure market? the company subsequently began the manufacture its own sailing dinghies? initially for novices.

Background

Far Horizon Yachts is a well-established? financially successful company with a strong reputation for quality and performance? and loyal and knowledgeable customers. The company has a reactive approach to selling? which is in part due to the little direct competition in its principal target market. Far Horizon Yachts has grown steadily over the years building a range of semi-custom finished sail and powerboats which now number close to two hundred. (Aaker? 2000? 33-41) Its products? high-performance yachts and boats? are made to order with a delivery time of 9-15 months? while prices are negotiated individually with clients? depending on the boat specifications. As Far Horizon Yachts has grown so have their services and facilities. Today? the family business has expanded into a complete yacht service organization including brokerage? chartering? winter indoor heated storage and custom yacht construction.

Although the demand for expensive luxury goods has increased in present time? the company faces demand of a continuous increase in its sales volumes? which proved not to respond to price cuts? but throughout the 15 year old history Far Horizon Yacht Company has developed sail or power? and the labor and design skills to handle routine maintenance inclusive of more complicated restorations and rebuilds to all yacht owners. (Aaker? 2000? 33-41)

Far Horizon Yachts is a family run business supported by a highly skilled team of professional boat builders? service technicians and sales personnel. Their goal is to build the finest semi-custom sail and powerboats detailed to each owner's vision and supported by exemplary after sales service. Fulfilling this goal they assure pride of ownership and outstanding resale value for our customers? as well as employee satisfaction? long term profitability and stability for the company. Their facilities are open to all visitors and gladly welcome the opportunity to show you first had the Far Horizon difference. (Aaker? 2000? 33-41)

Description of the ModelOne axis shows the market share relative to the industry leader which is always the leftmost circle.The other axis shows market growth rate for the industry.A circle is drawn for each competitor. The size of each circle represents that company's dominance.

 

Characterize Your EnterpriseThe expert system will position your enterprise on the chart based upon your description of:

share of market

condition of the market

You can trace through the supporting analysis and its conclusions? adjusting your input until you are satisfied your description accurately characterizes your enterprise.

Analysis of Your Enterprise Position

Stars

Cash Cows

Question Marks

Dogs

High growthHigh share

Low growthHigh share

High growthLow share

Low growthLow share

Business is likely to generate enough cash to be self sustaining. Recommended tactics:

promote aggressively

expand your product or service

invest in R & D

Business can be used to support other business units.

defend & maintain

Business requires a lot of cash to maintain market share.

invest more cash

or? divest

Business is a cash ...