What Is Magellan Selling? What Are the Benefits of a Cruising Yacht?

1. What is Magellan selling? What are the benefits of a cruising yacht?

Located in Georgetown, South Carolina, Magellan was a midsize manufacturer of customized, power cruising yachts. The benefits of a cruising yacht could be different depending on the person that is purchasing the yacht itself. For many it can be seen as a lifetime achievement, or a sign of success. There is also that feeling of freedom and adventure that owning a boat provides to the customer, sailing in the open sea.

2. Describe the consumer decision-making process for Magellan’s boats. What are the roles and timing for advertising, promotions, and sales interventions in this process?

A consumer that is successful in life tends to purchase luxury item just as exotic cars, mansions, jets and also, yachts. When they are in the market for a yacht, they most likely will search for it online or get a recommendation from a friend or coworker. During this process they will start to realize what type of yacht they are looking for. Sometimes it can be a need for a spacious yacht or sometimes a speedster. The searching process helps them get an idea of what they might have an interest for. After searching through different sites or looking at different recommendations a consumer might speak with a sales person and be informed of some type of incentives that can be provided if the consumer purchased a boat from the. The sales person would give them a tour of the yacht and take them on a test drive, this will help sell the boat more depending on the performance. Once the customer has decided what they want, they will make the purchase of the yacht.

3. What are, and what should be, the objective(s) (i.e., the mission) of Magellan’s communications program? Should Magellan’s marketing message be altered? What message is appropriate?

The objective for Magellan’s communication program should be to target not only the wealthy customers who are after luxury but customers that are seeking an adventure. They know they can get customers who are after luxury; it is difficult at times to sell someone an idea or a picture. “Why live at the beach, when you can own the ocean.” That was brought up in the meeting and that is something that I believe is a right message that will move them into targeting the adventurous customers. That is the message that I think is the most appropriate and will push Magellan further.