We are challenging our suppliers to bring us alternative ideas for components and materials as well as challenging the suppliers to develop alternative qualified sources in countries where trade tariffs do not exist.”Ī second challenge to containing costs is the strike at General Motors, which was one month old at time of publication. “We have begun looking for alternatives,” Morton says. The challenge of containing costs has taken three permutations. “I will collaborate with the collective MasterCraft Boat Holdings group to develop and implement supply chain processes, mitigate supply chain risk and leverage our collective materials expenditure to further improve our position in the market place.” “My vision is that MasterCraft Boat Holdings companies’ supply chain will operate efficiently and effectively, will drive continuous improvement, be disciplined with process, and will exceed company expectations by delivering superior quality, cost and delivery to support our business,” Morton says. With the two acquisitions and the introduction of the Aviara brand, part of Morton’s responsibilities will be to standardize the supply chain across the company. In late 2018, MasterCraft bought Crest Marine of Owosso, Mich., a pontoon manufacturer. In 2017, the company acquired NauticStar of Amory, Miss., a manufacturer of bay boats, deck boats and offshore center consoles. She joined MasterCraft in July, at a time when the company was digesting two major acquisitions. Morton is a 35-year veteran of the marine industry who began her career as a boat laminator and worked her way up through materials, operations management, purchasing and strategic sourcing. The company maintains long-term contracts with preferred suppliers. The supply chain team at MasterCraft works with approximately 200 suppliers that provide components and raw materials including resins, fiberglass, vinyl, engines, electronic controls, billet aluminum and custom components. As an example, MasterCraft currently produces all upholstery in house and builds all trailers in house. “We are constantly reviewing potentials for vertical integration in efforts to better control our costs, quality and delivery,” Morton says. MasterCraft is highly vertically integrated and, where it makes sense, plans to become even more vertically integrated. In February, the company introduced a new brand called Aviara, a luxury recreational day boat with European styling and American engineering that comes in lengths of 32, 36 and 40 feet. The DockStar steering system has more precise steering while reversing, for example, making it easier to move around tight spots like docks. Over the past five years, MasterCraft has revamped its 12 models. “The new product development process is quite intensive and thorough.” “We have an excellent group of engineers and designers,” Morton says. MasterCraft competes against them based on its name recognition, price, performance and innovative features and design. The competition is both fragmented and fierce, says Jan Morton, vice president of supply chain, with large OEM, low-volume builders and small independent producers all vying for market share. Today, MasterCraft is located in Vonore, Tenn., about one hour southwest of Knoxville, and manufactures thousands of boats each year. The company was founded in 1968 in a two-stall horse barn on a farm in Maryville, Tenn., and during its first year produced 12 boats. More than 130 dealers sell its boats around the globe. MasterCraft Boat Holdings is the largest manufacturer of inboard ski, wakeboard and luxury performance powerboats in the world. MasterCraft Boat Holdings plans to improve its supply chain as it continues to grow.īy Mark Lawton, Senior Editor at Knighthouse Publishing
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