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D081 and C714V2 CASE STUDY

The U.S. fishing boat manufacturer wants to expand into India and is considering manufacturing a new foldable boat made from recycled plastics in India to gain endorsement from the National Fisheries Development Board. This would require a significant investment to build or contract a manufacturing facility, hire local workers, and test various designs with fisher input to create a portable boat suitable for all ages in India's fishing industry.

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420 views2 pages

D081 and C714V2 CASE STUDY

The U.S. fishing boat manufacturer wants to expand into India and is considering manufacturing a new foldable boat made from recycled plastics in India to gain endorsement from the National Fisheries Development Board. This would require a significant investment to build or contract a manufacturing facility, hire local workers, and test various designs with fisher input to create a portable boat suitable for all ages in India's fishing industry.

Uploaded by

steve mwas
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CASE STUDY

C714v2 and D081

A U.S. fishing boat manufacturer is known throughout the United States for its innovative
approach to product design, lean manufacturing, and responsive customer service since its start
three years ago. The mission statement of the company is “We will provide the most innovative
customer-driven design and growth in the industry.” The founders’ ideals for the company are
described in the vision statement: “We will be the most sustainable company in the industry.”
The company’s ethical statement that guides all conduct and decision-making is “We will make
decisions that are sustainable for customers and the environment.”

The company’s founders have created an organizational culture of innovation. They have
provided incentives for employees’ creative ideas and created testing laboratories where
customers use the products and provide design feedback. The founders have also invited
innovators in other industries, such as gaming and information technology, to improve on the
designs. The founders have cultivated a company culture in which employees and founders are
considered equal partners. The company structure is decentralized, and all employees can access
the founders at any time for collaboration, shared decision-making, or relationship building. All
company decisions are evaluated by all employees to ensure that everyone is committed to the
decisions.

The company has identified an emerging global market opportunity in India for its products.
Successful sales in India could represent a critical moment for the company if the company
establishes strategic partnerships that will increase the likelihood of product success. The
founders hope to capture profits and market share and expand into other parts of Asia within the
first year of selling products in India.

Research indicates market potential for the company’s sales in India because of the importance
of the fishing industry in the country. Fishing and aquaculture are primary industries in the
coastal regions of India. Economic zones have been established to support the over 14 million
people who are an important part of the fishing industry. This industry makes up 1% of the
nation’s gross domestic product and 7% of global fish exports (Hanko Hackberry Group, n.d.).

The company’s goal of the market expansion into India is to be the first foldable fishing boat
manufacturer reaching the country. An origami-inspired foldable fishing boat is the company’s
most popular product. This boat comes designed as a plastic carrying case that unfolds into the
water like an origami paper boat. This boat is suitable for uses in calm water, and the boat can be
recycled. The product retails for U.S.$200.

Traditional fishers use non-mechanized boats, which would be ideal for the foldable boat’s entry
into the market. Laws and regulations surrounding the use of non-mechanized boats favor
importing foldable boats, which would be easy for fishers to carry from home to the water. The
business climate in India is open to new partnerships to improve the fishing experience for those
who preserve the natural ecosystem with non-motorized boats. (NFDB) promotes the use of
natural fishing equipment to reduce disruption to the fishing ecosystem in India (National
Fisheries Development Board, n.d.).

The U.S. boat manufacturer’s founders met with the NFDB to request an endorsement for their
foldable boats because of the product’s sustainable design and net-zero environmental impact.
The founders discovered that the NFDB would only endorse the boat if it was made of plastics
used in India, in order to reduce the waste products in the nation’s landfills.

This endeavor would require the U.S. company to make a significant investment in India. The
company would need to purchase or build a manufacturing facility, or it would need to contract
with a facility owner to secure a manufacturing location. It would need to employ Indian
workers. Lastly, the company would have to manufacture a new foldable boat made from used
plastics in India with an environmentally friendly waterproof coating.

The new foldable boat could be designed in several ways, and the company would need to test a
series of paper products and waterproof coatings to determine which The National Fisheries
Development Board would be suitable for fishers in India. The fishers range in age from 13 to
70, so the design would need to be comfortable and portable enough for all fishers in this target
group.

The company decides to hire Indian fishers to help design the product to reach this market. These
fishers will provide qualitative, open-ended conversations and data that will be valuable in
communicating the product’s features and benefits to other fishers. The product will be tested by
a variety of fishers that represent different sectors of the fishing industry, different regions, and
different cultural segments. Testing will provide generalizable, qualitative data about the product
use and effectiveness.

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