Case Study Merbatty Boat Company Merbatty boat company Merbatty the facts Luxury boat manufacturer Enjoyed rapid growth in sales and profitability Customizable offerings outsources interior design ID: 601526
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Slide1
CGMA Business Game:Case Study
Merbatty
Boat CompanySlide2
Merbatty
boat companySlide3
Merbatty – the facts
Luxury boat manufacturer
Enjoyed rapid growth in sales and profitability
Customizable offerings – outsources interior design
Opening third facility – located in Surania
Currently uses sales agents – proposal to open up sales offices
Opportunity to build larger boats
Established supplier relationshipsSlide4
Your
challenge!
You are a management consultant to Merbatty
Aqua designs has declined all requests to provide interior design in Surania – a new partner is needed.
Cooper Designs
Multi-national business based in Western Europe.
New office in a city 200 miles from the new Surania boat facility.
High quality. Makes full use of Computer Assisted Design.
Provides an extranet service allowing customers to remotely view the current design of their boat at any time – customers cannot makes changes on the system.
Bespoke design fees for a typical mid-size boat would by $100K.
Cooper has spare capacity to design all of the Merbatty boats wherever they might be built.Slide5
Your
challenge!
You are a management consultant to Merbatty
Arabian Interiors
Suranian based – formed four years ago.
Rave reviews for Arabian flavoured design. Won award at recent boat show.
Financed by a wealthy Sheik – limitless funds.
Employs local people – well educated.
Expectations from AI – whole of Merbatty’s Suranian production capacity could be used by local sales by 2017 with an aggressive growth strategy.
AI would charge around $90K for design work.
The Board want you
to discuss the major factors to consider in choosing between the two options.
You have a three minute presentation available to you.Slide6
Focus – did each team follow the brief/clear reasoning?
Prioritization – did each team order their recommendations, pick up on the key issues
?
Judgment – how commercially and financially sound are the recommendations?Teamwork – did they work as a team, support each other in the presentation?
Judging the presentationsSlide7
Working in collaboration to connect the dots
CEO’s want people with:
Strong technical skills in their disciplineMulti-disciplinary expertise and ability to collaborateSkills in management competenciesStrong strategic understanding of the business as a wholeSlide8
So what have you done……..Slide9
CGMA Competency Framework
and the CGMA progra
m