Accession Number : ADA446052


Title :   Marketing Strategy for Merchant Shipbuilders


Corporate Author : A AND P APPLEDORE INTERNATIONAL (UNITED KINGDOM)


Personal Author(s) : Scott, Paul W


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a446052.pdf


Report Date : Jan 1995


Pagination or Media Count : 19


Abstract : 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 a shipyard are examined to review how they can be utilized in a strategic sense to match a shipyard to a targeted market sector.


Descriptors :   *SYMPOSIA , *MARKETING , *SHIPBUILDING , VOLUME , COHERENCE , PRODUCTIVITY , EXTERNAL , STRATEGY , ENVIRONMENTS


Subject Categories : Economics and Cost Analysis
      Marine Engineering


Distribution Statement : APPROVED FOR PUBLIC RELEASE