Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • June 2017
  • Case
  • HBS Case Collection

Magellan Boatworks

By: John A. Quelch and James T. Kindley
  • Format:Print
  • | Language:English
  • | Pages:9
ShareBar

Abstract

Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017. Important questions abound. Can Robinson's team increase sales even with a lower budget? Should the company reallocate its advertising and promotion budget? Should Robinson consider changing Magellan's marketing message and narrowing its target market? Why are Magellan's two best salespeople so significantly outperforming their colleagues? This case can be used in an introductory or executive course that covers integrated marketing communications (IMC), including sales. It is also suitable for elective courses in advertising strategy and sales force management. The case's focus on a luxury item that symbolizes success for many individuals should generate lively discussion.

Keywords

Marketing; Marketing Communications; Advertising; Strategy; Salesforce Management

Citation

Quelch, John A., and James T. Kindley. "Magellan Boatworks." Harvard Business School Brief Case 917-547, June 2017.
  • Educators
  • Purchase

About The Author

John A. Quelch

→More Publications

Related Work

    • June 2017
    • Faculty Research

    Magellan Boatworks (Brief Case)

    By: John A. Quelch and James T. Kindley
    • June 2017
    • Faculty Research

    Magellan Boatworks, Spreadsheet for Students (Brief Case)

    By: John A. Quelch and James T. Kindley
    • June 2017
    • Faculty Research

    Magellan Boatworks, Spreadsheet for Instructors (Brief Case)

    By: John A. Quelch and James T. Kindley
Related Work
  • Magellan Boatworks (Brief Case) By: John A. Quelch and James T. Kindley
  • Magellan Boatworks, Spreadsheet for Students (Brief Case) By: John A. Quelch and James T. Kindley
  • Magellan Boatworks, Spreadsheet for Instructors (Brief Case) By: John A. Quelch and James T. Kindley
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College