SWOT ANALYSIS
Strengths
1. Global market share of 8%
2. Sales agents market knowledge
3. Chairman Alberto Blanc awarded
business person of the year
4. Management resources emanating
from JKL investment
5. Merbatty uses Computer Numerical
Controlled (CNC)
6. Brand recognition due to signing of
two sponsorship contracts
7. Merbatty invested in a newly
released ‘off the shelf’ state-of-the-
art production management
software system
Opportunities
1. Growing base of wealthy customers
and industry
2. High market for large boats in
Middle East and market expansion
3. Proposition to open a third boat
building facility in Surania to cater to
high demand in Middle Eastern
markets
4. Installation of CAD and CAM would
minimize cost and labor hours
5. Sales staff
Weaknesses
1. Reliance on a limited number of
suppliers
2. Overspending of time and money
on charity by Alberto Blanco
3. Sales agents generally sell the
cheaper boats
4. Conflict of interest between JKL and
Alberto Blanc
Threats
1. Stiff competition in the industry with
a number of international boat
builders
2. Falling demand of boats if sales
agents are not continued
3. Goodwill impairment due to Paulo
incident
Opportunities

Growing base of wealthy customers and industry

High market for large boats in Middle East

Proposition to open a third boat building facility in Surania to cater to high demand in
Middle Eastern markets.

Installation of CAD and CAM would minimize cost and man hours.

Threat

 Stiff competition in the industry with a number of international boat builders.

Weaknesses

 Overspending of time and money on charity by Alberto Blanco

Strength

 High experience and industry knowledge

 Flexibility and value added services offered by Merbatty
 Global market share of around 8%.
 Most of Merbatty’s agents worldwide work exclusively for Merbatty
 Owing to high goodwill, Merbatty has a number of financing options
 Experienced and committed employee base
Merbatty’s Chairman, Alberto Blanc, was awarded the ‘Business Person of the Year’
in European awards ceremony in 2010 and this, together with Merbatty’s listing, and
has raised the global profile of Merbatty.

 Useful management resources emanating from JKL’s investment in Merbatty.

 Merbatty is currently on target to achieve the budgeted number of 300 new boats
to be commenced in 2013.
 Merbatty currently uses the latest in modern marine production technology,
including Computer Numerical Controlled (CNC) machining and robotic spray
systems for automated precision spray painting for maximum hydrodynamic
efficiency.
 Merbatty has signed two different sponsorship contracts which both generate a
lot of positive public relations (PR) and have helped to increase Merbatty’s brand
recognition.
 Topcrest, MNE Engines and Aqua Design as suppliers
 Merbatty invested in a newly released ‘off the shelf’ state-of-the-art production
management software system. This software system is designed to improve
productivity and increase resource utilization.