Brunswick Corporation Company Profile

Company Overview:

Brunswick designs, manufactures and markets recreation products. Apart from the US, the company operates in Canada, Europe, Asia-Pacific, Latin America and Africa and the Middle East.

The company operates through three business segments: Marine Engine, Boat and Fitness.

The Marine Engine segment comprises the Mercury Marine Group (Mercury Marine), which manufactures and markets a range of sterndrive propulsion systems, inboard engines and outboard engines. These products are sold under the Mercury, Mercury MerCruiser, Mariner, Mercury Racing, Mercury Sport Jet and Mercury Jet Drive, Mercury Diesel, Sea Pro, Axius and Zeus brand names to independent boat builders, local, state and foreign governments, and to the company's Boat segment. Mercury Marine's outboard engines are also sold to end-users through a global network of more than 6,000 marine dealers and distributors, specialty marine retailers and marine service centers.

Mercury Marine is also engaged in manufacturing and marketing of marine parts and accessories including marine electronics and control integration systems, steering systems, instruments, controls, propellers, trolling motors, fuel systems, service parts and marine lubricants. These are sold under the Quicksilver, Mercury Precision Parts, Mercury Propellers, Attwood, Garelick, Whale, Land 'N' Sea, Kellogg Marine Supply, Payne's Marine Group, BLA, Seachoice and MotorGuide brand names. In addition, Mercury Marine supplies integrated, high-speed diesel propulsion systems to the worldwide recreational and commercial marine markets. The company's engine manufacturing plants are located primarily in the US, China and Japan. In FY2016, the Marine Engine segment reported revenue of USD2,138.2 million, which accounted for 47.6% of the company's total revenue.

The Boat segment consists of the Brunswick Boat Group (Boat Group), which manufactures and markets fiberglass pleasure boats; yachts and sport yachts; sport cruisers and sport boats; offshore fishing boats; aluminum and fiberglass fishing boats; pontoon boats; utility boats; deck boats; inflatable boats; and heavy-gauge aluminum boats. The branded products of Boat Group include Sea Ray L-Class yachts, yachts, sport yachts, sport cruisers and sport boats; Bayliner sport cruisers, runabouts and Heyday wake boats; Meridian yachts; Boston Whaler and Lund fiberglass fishing boats; Crestliner, Cypress Cay, Harris, Lowe, Lund and Princecraft aluminum fishing, utility, pontoon boats and deck boats; and Thunder Jet heavy-gauge aluminum boats. Boat Group has active manufacturing facilities in Florida, Indiana, Minnesota, Missouri, Tennessee, Washington, Brazil, Canada, Mexico, New Zealand and Portugal. It also utilizes contract manufacturing facilities in Poland. Boat Group sells products to end-users through a global network of approximately 3,000 dealers and distributors. In FY2016, the Boat segment reported revenue of USD1,369.9 million, which accounted for 30.5% of the company's total revenue.

The Fitness segment encompasses the operations of Fitness division (Fitness). It designs, manufactures and markets a full line of cardiovascular fitness equipment (including treadmills, total body cross-trainers, stair climbers and stationary exercise bicycles) and strength-training equipment under the e Life Fitness, Hammer Strength, Cybex, Indoor Cycling Group and SCIFIT brands. The fitness segment also includes Brunswick's billiards business (including billiards tables, accessories and game room furniture) and InMovement products for productive well-being. Fitness' commercial customers include health clubs, corporations, schools and universities, hotels, professional and collegiate sports teams, retirement and assisted living facilities and the military and governmental agencies.

The segment sells its products to customers either directly, through domestic dealers or through international distributors. The Fitness segment's principal manufacturing facilities are located in Illinois, Kentucky, Massachusetts, Minnesota, Oklahoma, Wisconsin and Hungary. The company also utilizes third party contract manufacturing partners in China and Taiwan. In FY2016, the Fitness segment reported revenue of USD980.4 million, which accounted for 21.8% of the company's total revenue.

The company also provides financial services. The financial services business operates through the Brunswick Financial Services Corporation (BFS) subsidiary, which owns a 49% interest in a joint venture, Brunswick Acceptance Company (BAC). The remaining 51% stake in the joint venture is owned by CDF Ventures (CDFV), a subsidiary of Wells Fargo & Company. BAC provides secured wholesale inventory floorplan financing to the company's engine and boat dealers. Brunswick also offers financial services through Brunswick Product Protection Corporation (BPPC) and Blue Water Dealer Services (BWDS). BPPC specializes in extended product warranties to retail customers whereas BWDS provides retail financial services to marine dealers.

Geographically, the company classifies its operations into two segments, namely the US, and International Operations. In FY2016, the US segment accounted for 67.5% of the company's total revenues, and International Operations 32.5%.

Scope of the Report

• About the Company - Historical Details, Current Ownership Structure and basic overview of Brunswick Corporation in terms of revenue, net income, and operating income.
• Financials - Details about Brunswick Corporation listing status, annual financial reports (for the past 5 years), key financial highlights and region wise and category wise breakdown of their net revenue.
• Products / Services - Listing of the company’s entire portfolio along with description of individual products / services providing a clear picture of their target audience.
• Company SWOT Analysis - Outlines Brunswick Corporation’s strengths, weaknesses, and opportunities and threats facing the company.
• Recent Developments - Showcases Brunswick Corporation’s recent developments including mergers, acquisitions, partnerships, collaborations, new product launches, investment and divestment plans.
• Strategic Evaluation - Provides an overview of Brunswick Corporation’s corporate goals and strategic initiatives and evaluates their outcomes along with outlining any persisting legal issues and outlook of our in-house analyst panel on the particular company.
• Technology Landscape - Details how the company allocates its IT budget across the core areas of its business, CIO/CTO Profile, Key IT Initiatives and Deals undertaken buy the company at present along with outlook.

Key Questions Answered

• What domain does Brunswick Corporation operate and what are key points about it?
• What is the product / service portfolio of Brunswick Corporation?
• How has Brunswick Corporation performed financially from the 2013?
• How does Brunswick Corporation rank among its peers in terms of revenue and market share?
• What are Brunswick Corporation strengths and weaknesses and what opportunities and threats does it face?
• What are Brunswick Corporation’s main growth strategies and how successful has the company been at implementing them?
• What is the in-house technical capability of Brunswick Corporation? Where does it procure / outsource it?

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