West marine should go for acquisition of boatus as

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West Marine should go for acquisition of BoatUS as they now have better management, strategy, trained workforce and up-to-date systems and processes with greater end-to-end supply chain visibility and effectiveness. Dual Branding Strategy West Marine should go with dual branding strategy so that it won’t create confusion among their loyal customers and affect their peak season sale. In order to go with dual branding strategy, the company must maintain a more varied product base as there are only 10,000 common SKUs between both the brands. As the peak season is approaching, there are certain issues which needs to be addressed like BoatUS has same number of stores as of E&B Marine with large and growing catalogue, less mature port supply division and not clearly defined customer base, it is recommended that West Marine should go with dual branding. New Management: To integrate the companies within 60 days, new Organization structure – a team needs to be setup to just work on the merging and acquisition to plan to overcome and manage the many obstacles and risk that might prevent it from quickly getting the newly combined organization on an even kneel. A Gantt chart needs to be prepared to meet the 60 days deadline. As Gantt chart will help us to identify when,
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