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In a context of an emerging electric boating industry, our research aimed to assess the attractiveness of the electric outboard propulsion industry on pleasure boats in Europe and how a marine combustible engines incumbent such as Mercury Marine could successfully enter this market with products that customers are willing to buy thanks to a compelling Value Proposition. We analyzed the industry qualitatively through PESTEL and Porter’s five forces frameworks and quantitatively with primary data collection through cold phone calls (N=328), and conducted Customer Research with in-depth interviews (N=24) of boaters, marine dealers, and boat manufacturer in main European markets. Findings show that strong drivers across a range of domains create a favorable ground for the development of electric boating propulsion, that already represents about 22% units sold on the European outboard propulsion market, with a vast majority (87%) that are low-powered motors up to 5 kw. Current market offers a limited selection of mass produced electric outboard motors and is dominated by 2 players, Torqeedo as market leader, and E-Propulsion as challenger. We assessed that entering the high-powered electric outboard segment represents an opportunity space for Mercury Marine to earn first mover advantage in a Blue Ocean and highlighted several advantages of entering as quickly as possible the low-powered electric outboard segment. We proposed a distinctive Value Proposition for each of the 3 customer-segments, that provides boaters with a frictionless boating experience, allows boat manufacturers to distribute high-quality electric boats and helps dealers to operate as competent professionals and maximize their profit.
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Engineering mathematics is a branch of applied mathematics where mathematical methods and techniques are implemented for solving problems related to the engineering and industry. It also represents a multidisciplinary approach where theoretical and practical aspects are deeply merged with the aim at obtaining optimized solutions. In line with that, the present Special Issue, 'Engineering Mathematics in Ship Design', is focused, in particular, with the use of this sort of engineering science in the design of ships and vessels. Articles are welcome when applied science or computation science in ship design represent the core of the discussion.
Lead-Zirconium-Titanium (PZT) --- n/a --- H.O.M.E.R. nozzle --- finite element --- low-speed Diesel engine --- piezoelectric sensor --- AHP method --- environmental management system --- SPH --- state-of-the-art --- marine transport --- single-stepped planing hulls --- optimisation --- finite element method --- computational fluid dynamic --- slamming --- FSI --- roll motion --- harmonic excitation --- external forces --- towing tank tests --- modelling --- roll damping --- ISO 9126 --- selection --- stiffened plate --- numerical model --- damaged sensor --- CFD --- symmetric 2D + T theory --- hydroelasticity --- ISO 14001 --- water entry --- plate --- constitutive model --- turbulence model --- SHIPMOVE --- impact traction --- fixed pitch propeller --- stiffeners --- numerical simulation --- cavitation --- controllable pitch propeller --- ISO 14598 --- MMG Model --- hydrodynamic forces --- balanced scorecard --- finite volume method --- deflection --- constructal design --- fluid-structure interaction --- MCDM method --- marine industry --- ship design --- fracture mechanics --- coanda effect
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