Marketing Strategy for Merchant Shipbuilders

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Author(s)Stott P
Publication type Conference Proceedings (inc. Abstract)
Conference NameSNAME Ship Production Symposium
Conference LocationSeattle, Washington
Year of Conference1995
Source Publication Date25 January 1995
Series Editor(s)Society of Naval Architects and Marine Engineers
Sponsor(s)Society of Naval Architects and Marine Engineers
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Much has been published over the years about technology and productivity in shipbuilding, and much also about the shipbuilding market and its potential. Little has been published to-date, however, about the all important techno-economic interface between the two. This paper sets out to explore this interface, and to identify how a shipyard can be matched to its external environment through the adoption of a coherent strategy. The elements of external forces are considered (in particular prices and market volume), and the internal factors within the control of the shipyard are examined to review how they can be utilised in a strategic sense to match a shipyard to a targeted market sector.
PublisherJournal of Ship Production: Society of Naval Architects and Marine Engineers