The purpose of this paper is to describe and analyze Sabre Yachts, a firm that manufactures specialty sail and power boats.
A case research method including field interviews and secondary research was carried out. The case describes the dilemma that the Marketing Manager, Bentley Collins of Sabre Yachts faced in developing a profitable marketing mix given the firm's competitors, product line, industry and national economic trends and provides an analysis of the situation through structured case questions and answers.
Sabre decided to “stick to the knitting” (Peters and Waterman) and not expand geographically, as the authors suggested, into the largest state market segments. Instead, they took a more conservative approach and expanded their product line which expanded the breadth of their market into other boat market (size) segments.
The case analysis applies strategic management and marketing concepts to a specific real‐life business situation and demonstrates the value of using theory in practice.
