Abstract Brunswick Corporation has been in business since 1845. The company has been through many depressions, recessions, and economical fluctuations. Over the years they have emerged to be one of the global leaders in markets such as Marine engines, boating, fitness equipment, bowling, and billiards. In this report there is a wealth of information on Brunswick Corporation, from their marketing plans and strategic management tactics to future growth and global plans. This report also includes basic information on the company including SIC codes, financial reports, and the company breakdown. The report also contains some issues the company is facing and the strategic plans that will be used to overcome these issues and continue company growth plans. SIC Codes 3732- Boat building and repairing- “Establishments primarily engaged in building and repairing boats” (Economic Census). 3519 Internal Combustion Engines, Not Elsewhere Classified- “Establishments primarily engaged in manufacturing diesel, semi-diesel, or other internal combustion engines, not elsewhere classified, for stationary, marine, traction, and other uses” (Economic Census). 3949 Sporting and Athletic Goods, Not Elsewhere Classified- “Establishments primarily engaged in manufacturing sporting and athletic goods, not elsewhere classified” (Economic Census). Vision Statement “Brunswick will operate and lead the world’s best-known, most profitable recreation and lifestyle brands. We won’t be satisfied until we’ve redefined marine, recreation and wellness experiences for generations to come. By leveraging our expertise and passion for innovation, we’ll create the most coveted products and experiences for fun- and fitness-seekers all over the world-with the goal of helping people live life well” (Brunswick). Mission Statement “Brunswick is a market leader in the marine, fitness and billiards industries. We have made a commitment to focus our efforts on our core businesses and, as a result, have drawn upon decades of experience to design, build and market world-class recreational products. No company has Brunswick’s breadth and scope in the marine industry. No company rivals Brunswick’s quality and innovation in fitness equipment. And no company possesses Brunswick’s knowledge and heritage in billiards” (Brunswick). Brunswick’s mission statement is missing their target market, employees, and investors. Brunswick’s target market consists of distributors, dealers and retailers of boats, marine engines, fitness, bowling and billiards. Brunswick inspires to attract and retain talented employees. Some of their efforts include business and financial leadership development programs, products managed and engineered by local and regional talent, and performance management process. It is important to Brunswick to grow shareholder value. They are doing so by investing in the Brunswick brand, creating game-changing products, strategically positioning the businesses for stronger growth, and continuously improving productivity and cost structures (Brunswick). Corporate Strategy The Brunswick Corporation specializes in a wide range of products that include fitness equipment, boats, billiards, and marine engines. The majority of their growth and sales comes from the marine engine segment. With so many competing brands of marine engines, Brunswick seems to have attacked the market head on by offering a wide array of parts, services, and styles of marine engines. This assortment includes anything from outboard engines, to inboard engines, and even trolling motors. Instead of focusing the company’s time and resources on one small niche group or area of business they have decided to attack several aspects of the boating motor industry in a wide and diverse way which has included a large global presence. Innate strategic advantage While the company does not have any real innate advantage or interest that would push it forward or benefit it in the marine engine industry, however they do utilize the techniques that they have developed over 160 plus years in existence. While it may seem simple many of these tactics are extremely important to any company. These strategies can include trying to deliver a high quality product at the lowest price, employing the best and brightest workers, and maintaining a high global presence. One of the most important strategies involves leaving customers with an experience that creates retention and influences the customer to purchase Brunswick brand products in the future. Current and Future Outlook on Growth Brunswick’s overall strategy is a growth strategy that can be seen with the help of a strong global presence and market diversification. The company uses more than one corporate strategy to compete in the marine engine market. For starters while the company’s main revenue in the marine engine industry is from outboard motors they are diversified within the industry. The company pr