A Case Study on the International Co-Creation Model in the Yacht Industry
Date Issued
2016
Date
2016
Author(s)
Huang, Janus
Abstract
The vast majority of the yacht group in the world outsources the yacht design and manufacturing part, and is only responsible for project management and marketing. However, based on a case study on a Taiwanese Company, we explore the possibility of establishing a new operating model by starting from own design, and then outsourcing production. Specifically, we try to understand the development process and the current situation of the yacht industry in Asia and Eastern Europe, analyzing their advantages and disadvantages and trying to find the design and production model especially for those small and medium sized yacht producers in Taiwan. This study uses the data from yacht manufacturers and design companies from Asia, Eastern Europe and the world during its developing process, and analyses the current situation and development of yacht industry in Asia and Eastern Europe, and also adopt secondary information from different sources to conduct industry analysis. Moreover, we also conduct field work to deeply dive into the yacht industry. What we found from and suggest in this research is that it is feasible for a yacht producer in Taiwan to apply the concept of ""cross-border strategic alliance"" to establish a breakthrough approach for value creation. Specifically, the company can outsource the production activities based on an own-design product, choose a specific shipyard to produce the main part of yacht, and acquire various components by different countries. Then the hull and the components will be shipped to the country where the buyers locate, and the local shipyard will assemble the yacht. In his way, it saves tariffs, and since components all are modular design, it’s not so difficult to assemble it; the local shipyards will be more familiar with the yacht after assembling, which also helps them to serve consumer in the future better for the maintenance; In addition, customers’ trust to the brand will certainly increase. If there’s possibility to change the business model of yacht industry like that, I believe we will be able to active the industry, and bring a brand new atmosphere.
Subjects
Yacht Design and OEM
Taiwan Yacht Industry
Eastern Europe Yacht Industry
Cross-border Strategic Alliance
SDGs
Type
thesis
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