With hundreds of competitors in the boat business, Regal Marine must work to differentiate itself from the flock. As we saw in the Global Company Profile that opened this chapter, Regal continuously introduces innovative, high-quality new boats. Its differentiation strategy is reflected in a product line consisting of 22 models.

Discussion Questions
1. How does the concept of product life cycle apply to Regal Marine products?
2. What strategy does Regal use to stay competitive?
3. What kind of engineering savings is Regal achieving by using CAD technology rather than traditional drafting techniques?
4. What are the likely benefits of the CAD design technology?