A smooth sea never made a good yacht: the Azimut Yachts Brazil case
DOI:
https://doi.org/10.18568/internext.v19i2.737Keywords:
International marketing, Consumer behavior, Global products, Luxury yachtsAbstract
Objective: This teaching case aims to report the dilemma of Azimut Yachts, a shipyard consolidated in the global scenario. However, due to the solid standards to be followed, the company has an obstacle: how to improve its brand experience performance with the national consumer.
Method: This teaching case was developed based on the author's perception and experience in the role of marketing analyst. Primary data collection was conducted through interviews with the head of the marketing department, commercial manager, designer, and CEO of Azimut Yachts Brazil. In the case, the names of the characters and sensitive data are fictitious; however, the story is grounded in interviews, meetings, and recurring ideas in the company's daily life. Secondary data were collected through a study of the company, its clients, and based on its market performance.
Main Results: Despite the positive outcome of the changes made, the study of many behavioral, technical, and other factors is needed. The case exposes Azimut's need to create a differential in the experience and loyalty of Brazilian customers, encouraging a sense of belonging and love brand.
Relevance / Originality: The case is original and unpublished. The adaptation of luxury vessels to consumers from different cultures is analyzed, based on the yacht Azimut 62 case, which brought the kitchen to the stern square due to the Brazilian public's appreciation for the usability of the external area of the boat, in a process called " tropicalization”.
Theoretical / Methodological Contributions: After the discussion, the class is expected to suggest the best decisions, and explore what the company could have done. From selected strategies, the class should analyze the proposed strategies and be able to produce a more correct decision.
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