Within the scope of the recent executive changes experienced at Ferreira de Sá, one of the main objectives of the new commercial strategy was to prospect and expand into new markets. One of the market segments that the company showed interest in deepening its presence, was in the segment of luxury yachts, also known as superyachts. These concern a high level of customization and technical specificities, thus representing top engineering and design projects. By mobilizing an extensive value chain, the production of yachts proves to be of enormous complexity, either because of the demands of its customers, or because of the difficulty in combining the interests of a large number of stakeholders.
The present research aims to understand the luxury yacht market segment and how the company can apply its skills to the requirements imposed by the segment. To be part of the yacht industry as a rug supplier, Ferreira de Sá needs to keep several notions in mind. Such are related to know the segment and its dynamics, and how to communicate and establish business relationships in it.
For this purpose, the research carried out was based on a case study, in which it was sought to discover what skills were needed to supply this industry. From a social point of view, the supplier's relationships and reputation have proved to be crucial factors. On the other hand, in a productive and creative environment, functionality and stylistic identity were also defined as essential.
The results contribute to a successful entry into the desired market segment and serve as a guide for planning the commercial strategy to be drawn up. By aligning its existing capabilities and knowledge with the impositions of the yacht industry, Ferreira de Sá will be able to increase its international recognition and its economic growth
