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Company > Brunswick Corporation: Business Model, SWOT Analysis, and Competitors 2023

Brunswick Corporation: Business Model, SWOT Analysis, and Competitors 2023

Published: May 23, 2023

Inside This Article


    In this blog article, we will delve into Brunswick Corporation's business model, conduct a SWOT analysis, and explore its competitors in 2023. As a leading global manufacturer of recreational products for the marine and fitness industries, Brunswick has established a strong presence in the market. By examining its business model, we will gain insights into its key strategies and revenue streams. Additionally, a SWOT analysis will shed light on Brunswick's strengths, weaknesses, opportunities, and threats, providing a comprehensive understanding of its position in the industry. Lastly, we will explore the competitive landscape, identifying key players that pose challenges to Brunswick's market dominance.

    What You Will Learn:

    • Who owns Brunswick Corporation and the significance of its ownership structure
    • The mission statement of Brunswick Corporation and how it guides the company's operations
    • How Brunswick Corporation generates revenue and the key sources of its income
    • An explanation of the Brunswick Corporation Business Model Canvas and its relevance to the company's success
    • The major competitors of Brunswick Corporation and their impact on the industry
    • A comprehensive SWOT analysis of Brunswick Corporation, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns Brunswick Corporation?

    Overview of Brunswick Corporation

    Brunswick Corporation is a leading global manufacturer of recreational products, including marine engines, boats, fitness equipment, and billiards. With its headquarters located in Mettawa, Illinois, the company has a rich history dating back to 1845. Over the years, Brunswick has evolved and expanded its portfolio, becoming a prominent player in the industries it operates in.

    Major Shareholders of Brunswick Corporation

    A closer look at the ownership structure of Brunswick Corporation reveals a diverse group of major shareholders. These entities possess a significant stake in the company and often have a considerable influence on its strategic decisions.

    1. Institutional Investors

    Institutional investors, such as mutual funds, pension funds, and investment firms, are major stakeholders in Brunswick Corporation. These entities invest on behalf of their clients or for their own portfolios. Notable institutional investors who own a significant portion of Brunswick's shares include Vanguard Group, BlackRock, and State Street Corporation. Their investments reflect their confidence in the company's growth potential and long-term prospects.

    2. Individual Shareholders

    Individual shareholders also play a crucial role in owning Brunswick Corporation. These shareholders can include company executives, directors, employees, and individuals who have purchased shares on the open market. While their individual ownership percentages may be relatively lower compared to institutional investors, their collective influence should not be underestimated. These shareholders often have a vested interest in the company's success and actively participate in shaping its future.

    3. Exchange-Traded Funds (ETFs)

    Exchange-traded funds (ETFs) have gained popularity as an investment vehicle that provides exposure to a diversified portfolio of companies. Several ETFs hold shares of Brunswick Corporation as part of their investment strategy. For instance, the Invesco S&P MidCap 400 Pure Value ETF and the First Trust Mid Cap Core AlphaDEX Fund are among the ETFs that have invested in Brunswick. These funds offer investors a convenient way to gain exposure to the company's performance without directly owning its shares.


    Brunswick Corporation boasts a diverse ownership structure, with institutional investors, individual shareholders, and ETFs all having a stake in the company. This ownership diversity reflects the company's appeal to a wide range of investors who recognize its market leadership and potential for growth. As Brunswick continues to innovate and expand its product offerings, the support and involvement of these stakeholders will undoubtedly shape the company's trajectory in the years to come.

    What is the mission statement of Brunswick Corporation?

    Brunswick Corporation's Mission Statement

    The mission statement of Brunswick Corporation is to "inspire people to live life on the water." This concise statement encompasses the company's primary goal of promoting and fostering a deep connection between individuals and the water.

    Brunswick Corporation, a leading global manufacturer of recreational products, recognizes the transformative power that water-based activities can have on people's lives. Whether it is boating, fishing, or any other water-related endeavor, the company seeks to create products and experiences that enhance the enjoyment and fulfillment of such activities.

    By encouraging people to live life on the water, Brunswick Corporation aims to promote a healthy and active lifestyle. The company firmly believes that being on the water not only provides a source of relaxation and recreation but also contributes to personal well-being and overall happiness. The mission statement reflects the company's commitment to making water-based activities accessible, enjoyable, and safe for individuals of all ages and backgrounds.

    Moreover, Brunswick Corporation's mission statement highlights the company's dedication to innovation and excellence in its product offerings. Through continuous research, development, and technological advancements, the company strives to create cutting-edge, high-quality products that enhance the overall boating experience. By staying at the forefront of industry trends and customer demands, Brunswick Corporation ensures that its mission of inspiring people to live life on the water is fulfilled with the utmost satisfaction.

    In conclusion, Brunswick Corporation's mission statement encapsulates its core values of promoting an active and fulfilling lifestyle centered around water activities. By inspiring individuals to embrace the water as a source of enjoyment, the company aims to improve the overall well-being and happiness of people around the world.

    How does Brunswick Corporation make money?

    Boat sales and services

    One of the primary ways that Brunswick Corporation generates revenue is through the sale of boats and related services. As a leading manufacturer of recreational boats, the company offers a wide range of boat brands and models to cater to different customer preferences and market segments.

    Through its various boat brands like Sea Ray, Boston Whaler, Bayliner, and Lund, Brunswick Corporation targets both the luxury and mainstream boating markets. These boats are sold through a network of authorized dealerships, both domestically and internationally. The company also offers after-sales services, including maintenance, repairs, and warranty support, to ensure customer satisfaction and loyalty.

    Marine engine sales

    In addition to boat sales, Brunswick Corporation also generates income from the sale of marine engines. The company manufactures and sells engines under its Mercury Marine brand, which is a trusted name in the boating industry. These engines are designed to power a variety of boats, ranging from small recreational vessels to large commercial and government boats.

    Mercury Marine offers a comprehensive range of engines, including outboard, sterndrive, and inboard engines, to cater to different boating applications. The company focuses on innovation, incorporating advanced technologies to enhance engine performance, fuel efficiency, and environmental sustainability.

    Parts and accessories

    Brunswick Corporation also earns revenue through the sale of boat parts and accessories. As boats require regular maintenance and upgrades, customers often need to purchase replacement parts or additional accessories to enhance their boating experience. Brunswick Corporation offers a wide range of branded parts and accessories, including propellers, controls, gauges, and electrical systems, to meet these customer needs.

    By providing high-quality parts and accessories directly or through its authorized dealers, Brunswick Corporation not only generates additional revenue but also strengthens customer loyalty. The company's extensive distribution network ensures that customers can easily access the required parts and accessories, further enhancing their overall boating experience.

    Fitness equipment sales

    Aside from its core boating business, Brunswick Corporation also generates income through the sale of fitness equipment. The company's fitness division, known as Life Fitness, manufactures and sells a variety of exercise machines, including treadmills, ellipticals, stationary bikes, and strength training equipment.

    Life Fitness is a well-known brand in the fitness industry, renowned for its innovation, durability, and performance. The company caters to both commercial and residential markets, providing fitness solutions to gyms, hotels, rehabilitation centers, and individual consumers worldwide.

    Through its diversified product portfolio and a strong presence in both the boating and fitness industries, Brunswick Corporation ensures a steady stream of revenue and sustainable growth.

    Brunswick Corporation Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It was developed by Alexander Osterwalder and Yves Pigneur and has gained popularity among entrepreneurs and business professionals.

    The canvas consists of nine building blocks that capture the key elements of a business: customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure. These building blocks are interconnected and together form a comprehensive overview of how a company creates, delivers, and captures value.

    Understanding Brunswick Corporation's Business Model Canvas

    Brunswick Corporation, a leading global manufacturer of recreational and commercial marine products, can be analyzed using the Business Model Canvas. Let's take a closer look at each building block and how it applies to Brunswick Corporation:

    1. Customer Segments:

      • Brunswick Corporation serves a diverse range of customer segments, including recreational boaters, commercial boat operators, and marine enthusiasts.
    2. Value Propositions:

      • Brunswick offers high-quality marine products and services that enhance boating experiences, improve performance, and ensure safety and reliability.
    3. Channels:

      • Brunswick distributes its products through a multi-channel approach, including direct sales, dealerships, online platforms, and partnerships with boat manufacturers.
    4. Customer Relationships:

      • Brunswick focuses on building long-term relationships with customers by providing exceptional customer service, technical support, and warranty programs.
    5. Revenue Streams:

      • Brunswick generates revenue through the sale of marine engines, boats, parts, accessories, and services. It also benefits from recurring revenue through maintenance and repair services.
    6. Key Activities:

      • Brunswick's key activities include product design and development, manufacturing, distribution, marketing and sales, as well as aftersales support and customer service.
    7. Key Resources:

      • Brunswick relies on a range of key resources, such as manufacturing facilities, research and development capabilities, a skilled workforce, distribution networks, and intellectual property.
    8. Key Partnerships:

      • Brunswick has strategic partnerships with boat manufacturers, suppliers, distributors, and service providers to enhance its product offering and reach a wider customer base.
    9. Cost Structure:

      • Brunswick incurs costs related to manufacturing, research and development, marketing, distribution, employee salaries, and operational expenses. It also invests in maintaining its manufacturing facilities and technological advancements.

    By analyzing Brunswick Corporation's business model using the Business Model Canvas, it becomes evident how the company creates value for its customers, generates revenue, and manages its key resources and partnerships. This strategic framework provides a holistic view of the company's operations and helps identify areas for optimization and growth.

    Which companies are the competitors of Brunswick Corporation?


    Brunswick Corporation is a leading global manufacturer and marketer of recreational products, including boats, marine engines, fitness equipment, and billiards tables. As a prominent player in the industry, it faces competition from several companies that strive to capture market share and attract customers. In this section, we will explore some of the key competitors of Brunswick Corporation.

    1. Malibu Boats Inc.

    Malibu Boats Inc. is a renowned manufacturer of high-performance sports boats and yachts. With a strong focus on innovation and cutting-edge technology, Malibu Boats Inc. competes directly with Brunswick Corporation's boat segment. Both companies offer a range of recreational boats, including wakeboard boats, ski boats, and luxury yachts. The competition between Brunswick Corporation and Malibu Boats Inc. is driven by factors such as product features, pricing, quality, and customer satisfaction.

    2. MasterCraft Boat Company

    MasterCraft Boat Company is another major competitor of Brunswick Corporation in the boat manufacturing industry. Known for its premium-quality towboats and watersports boats, MasterCraft Boat Company aims to cater to the needs of watersports enthusiasts. This company focuses on delivering exceptional performance, durability, and versatility in its boat offerings, which directly competes with Brunswick Corporation's boat segment. The competition between these two companies often revolves around factors like design, technology, brand reputation, and customer loyalty.

    3. Yamaha Motor Corporation

    Yamaha Motor Corporation is a well-established global company that competes with Brunswick Corporation in the marine engine segment. Both companies offer a range of outboard engines, sterndrive engines, and inboard engines for various types of boats. Competition between Yamaha Motor Corporation and Brunswick Corporation centers around factors such as engine performance, fuel efficiency, reliability, maintenance, and customer support. These companies constantly strive to innovate and introduce new technologies to gain a competitive edge in the market.

    4. Nautilus Inc.

    Nautilus Inc. is a significant competitor of Brunswick Corporation in the fitness equipment industry. This company specializes in manufacturing home fitness equipment, including treadmills, ellipticals, and strength training machines. Nautilus Inc. competes with Brunswick Corporation's fitness segment, which includes brands like Life Fitness and Hammer Strength. The competition between these companies is driven by factors like product quality, innovation, price points, user experience, and brand recognition.

    5. Diamond Billiards

    In the billiards segment, Brunswick Corporation faces competition from Diamond Billiards, a prominent manufacturer of pool tables and accessories. Diamond Billiards is known for its high-quality materials, precision engineering, and superior craftsmanship, which directly competes with Brunswick Corporation's billiards segment. The competition between these companies revolves around factors such as table design, playability, durability, brand reputation, and customer preferences.


    Brunswick Corporation operates in a competitive landscape where it encounters several companies vying for market share in various segments of the recreational products industry. Competitors like Malibu Boats Inc., MasterCraft Boat Company, Yamaha Motor Corporation, Nautilus Inc., and Diamond Billiards pose challenges and drive innovation in their respective markets. As Brunswick Corporation continues to evolve and adapt, it strives to maintain its position as a leading player in the recreational products industry.

    Brunswick Corporation SWOT Analysis


    1. Diversified Portfolio: Brunswick Corporation has a diverse range of products and brands in the marine, fitness, and billiards industries. This diversification helps the company mitigate risks and capitalize on various market opportunities. With leading brands like Mercury Marine, Life Fitness, and Brunswick Billiards, the company enjoys a strong market presence and customer loyalty.

    2. Strong Market Position: Brunswick Corporation holds a prominent position in the marine industry, being the world's largest manufacturer of recreational boats. The company's strong market share is backed by its reputation for quality and innovation. This enables Brunswick to command premium pricing and maintain strong relationships with dealers and distributors.

    3. Robust Distribution Network: The company benefits from an extensive global distribution network, which allows it to reach customers across different regions efficiently. Brunswick's well-established relationships with dealers and distributors facilitate the effective distribution of its products, ensuring broad market coverage and easy accessibility for customers.

    4. Focus on Research and Development: Brunswick Corporation prioritizes research and development (R&D) to drive innovation and maintain a competitive edge. The company invests in developing new technologies, improving product performance, and enhancing customer experiences. This commitment to R&D enables Brunswick to introduce innovative products that meet evolving customer needs and preferences.


    1. Vulnerability to Economic Conditions: As a company operating in the leisure industry, Brunswick Corporation is susceptible to economic downturns. During economic recessions, consumer discretionary spending tends to decline, impacting the demand for recreational products. This vulnerability exposes the company to potential revenue and profit fluctuations.

    2. Dependence on External Suppliers: Brunswick relies on external suppliers for various components and raw materials required in its manufacturing processes. Any disruptions or issues in the supply chain, such as delays or quality problems, can adversely affect the company's production capabilities and result in increased costs or customer dissatisfaction.

    3. Intense Competition: The marine, fitness, and billiards industries are highly competitive, with numerous players vying for market share. Brunswick faces competition from both established companies and new entrants, which may offer similar products at competitive prices. This intense competition could impact the company's market share, pricing power, and profitability.


    1. Growing Health and Wellness Trends: The increasing focus on health and wellness presents opportunities for Brunswick Corporation's fitness division. The rising popularity of fitness activities, home gyms, and connected fitness devices creates a favorable market environment. By capitalizing on these trends, the company can expand its customer base and increase sales of its fitness equipment and digital fitness solutions.

    2. Expansion into Emerging Markets: Brunswick can explore opportunities in emerging markets where the demand for leisure products is growing. These markets, such as China, India, and Brazil, offer significant potential for the company's marine, fitness, and billiards products. By expanding its presence in these regions, Brunswick can tap into new customer segments and increase its global market share.


    1. Regulatory Challenges: Brunswick Corporation operates in industries that are subject to various regulations and compliance requirements. Changes in environmental regulations, safety standards, or import/export policies can impact the company's operations and increase compliance costs. Failure to comply with these regulations can result in fines, legal issues, and damage to the company's reputation.

    2. Fluctuating Raw Material Costs: The prices of raw materials, such as aluminum, steel, and fiberglass, can be volatile. Fluctuations in raw material costs can impact Brunswick's manufacturing costs and overall profitability. The company may face challenges in managing these costs effectively, especially during periods of rapid price fluctuations.

    3. Technological Disruptions: Rapid advancements in technology can pose challenges for Brunswick Corporation. The emergence of alternative propulsion systems, such as electric motors, and the integration of digital features in recreational products can disrupt traditional manufacturing processes and customer preferences. To remain competitive, Brunswick needs to continuously adapt to technological advancements and invest in research and development.

    Key Takeaways

    • Brunswick Corporation is a publicly traded company, and therefore its ownership is spread among several shareholders.
    • The mission statement of Brunswick Corporation is to "inspire new ideas and create exceptional products and experiences for people worldwide."
    • Brunswick Corporation primarily generates revenue through the sale of marine and fitness products, including boats, engines, and accessories, as well as fitness equipment.
    • The Business Model Canvas of Brunswick Corporation involves key activities such as manufacturing, marketing, and distribution, supported by strategic partnerships and a strong brand presence.
    • Competitors of Brunswick Corporation include prominent companies in the marine industry such as Malibu Boats, MasterCraft, and MarineMax. A SWOT analysis of Brunswick Corporation reveals its strengths, weaknesses, opportunities, and threats within the industry.


    In conclusion, Brunswick Corporation is a leading player in the marine industry with a rich history and a strong presence in the market. As a publicly traded company, it is owned by a diverse range of shareholders who have invested in its success. The mission statement of Brunswick Corporation is to relentlessly pursue innovation and excellence in providing products and services that enhance the recreational experience for customers around the world.

    The company generates its revenue through various means, primarily through the sale of marine engines, boats, and related parts and accessories. Additionally, it offers services such as boat financing and insurance, further diversifying its revenue streams.

    Analyzing Brunswick Corporation's business model canvas reveals a well-structured approach to delivering value to its customers. The company focuses on key activities such as research and development, manufacturing, marketing, and distribution to ensure the highest quality products reach the market.

    In terms of competition, Brunswick Corporation faces strong rivals in the marine industry. Key competitors include Yamaha Corporation, Mercury Marine, and Bombardier Recreational Products. These companies also strive to meet the needs and desires of boating enthusiasts worldwide, driving innovation and healthy competition in the market.

    Finally, conducting a SWOT analysis of Brunswick Corporation highlights its strengths in brand recognition, extensive product portfolio, and global presence. However, the company also faces challenges such as potential economic downturns, regulatory changes, and evolving consumer preferences. By capitalizing on its strengths and addressing weaknesses, Brunswick Corporation can continue to thrive in the competitive marine industry.

    Overall, Brunswick Corporation is a dynamic company that is committed to delivering exceptional products and services to its customers. With a solid business model, strong competitors, and a thorough understanding of its strengths and weaknesses, the company is well-positioned for continued success in the marine industry.


    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company website: Start by visiting the official website of the company you are interested in. Some companies may have a section dedicated to investor relations or corporate information where you can find SWOT analysis or similar reports.

    2. Business news or financial websites: Websites like Bloomberg, Reuters, Forbes, or Fortune often publish SWOT analyses or similar reports on companies. Use the search function on these websites and enter the company name followed by "SWOT analysis" to find relevant articles.

    3. Market research reports: Market research firms such as IBISWorld, MarketResearch.com, or Statista often provide SWOT analysis as part of their industry reports. These reports may require a subscription or purchase.

    4. Business databases: Online business databases like Business Source Complete, ProQuest, or Factiva provide access to a wide range of articles, reports, and academic journals. Search using the company name and the term "SWOT analysis" to find relevant content.

    5. Analyst reports: Financial analysts and research firms often publish reports on specific companies, including SWOT analysis. Check websites like Morningstar, Seeking Alpha, or Yahoo Finance for analyst reports.

    6. Academic sources: University libraries often have access to academic databases like JSTOR, Emerald Insight, or ScienceDirect. These databases contain research papers and case studies that may include SWOT analysis.

    Remember, SWOT analyses can vary in quality and credibility, so it's important to cross-reference multiple sources and consider the date of the analysis to ensure it is up to date.

    What is the mission statement of Brunswick Corporation?

    The mission statement of Brunswick Corporation is as follows:

    "To instill Confidence to Move Life Forward. We believe everyone deserves a fit, healthy and active life, and we passionately work to create products that contribute to people’s well-being. We inspire active lifestyles through our innovative and sustainable solutions, enabling people to have fun, connect with nature and enjoy the outdoors. We strive to deliver exceptional value and experiences to our customers, while maintaining a commitment to integrity, teamwork, and social responsibility."

    Which company is good for SWOT analysis?

    There are many companies that can be good candidates for SWOT analysis, as it is a versatile tool that can be applied to various industries and sectors. However, one popular choice for SWOT analysis is Apple Inc.


    1. Strong brand reputation and loyal customer base.
    2. Diversified product portfolio, including iPhones, iPads, Macs, and services.
    3. Robust financial performance and high profitability.
    4. Innovation and design excellence.
    5. Strong supply chain management.


    1. High product prices compared to competitors.
    2. Dependence on third-party suppliers.
    3. Limited customization options.
    4. Potential inconsistency in product quality.
    5. Reliance on a single key product, the iPhone, for a significant portion of revenue.


    1. Expansion into emerging markets, such as India and China.
    2. Growth potential in the services sector, including Apple Music, Apple TV+, and Apple Arcade.
    3. Increasing demand for wearable devices, such as Apple Watch.
    4. Potential for further diversification into new industries, such as autonomous vehicles or augmented reality.
    5. Strategic partnerships and acquisitions to enhance product offerings.


    1. Intense competition in the smartphone market from companies like Samsung and Huawei.
    2. Rapid technological advancements leading to shorter product life cycles.
    3. Potential negative impact of trade wars and tariffs on international markets.
    4. Increasing regulatory scrutiny and legal challenges, especially regarding privacy and antitrust issues.
    5. Potential disruption caused by supply chain disruptions or natural disasters.

    Remember, this is just an example, and different companies in various industries can also be suitable for SWOT analysis based on their specific characteristics and circumstances.

    What are company SWOT analysis weaknesses examples?

    Some examples of weaknesses in a company SWOT analysis could include:

    1. Lack of brand recognition: The company may have a limited presence in the market and struggle to differentiate itself from competitors.

    2. Poor financial health: The company might have a high debt-to-equity ratio or face cash flow issues, which can hinder its ability to invest in growth opportunities or respond to market changes.

    3. Inefficient operations: The company may have outdated or ineffective processes and systems that result in wasted resources, increased costs, or delays in delivering products or services.

    4. Limited product portfolio: The company might have a narrow range of products or services, making it vulnerable to changes in consumer preferences or market trends.

    5. Dependence on a single customer or supplier: Relying heavily on one customer or supplier can create a significant risk if the relationship deteriorates or if there are disruptions in the supply chain.

    6. Lack of innovation: The company may struggle to introduce new and creative ideas, products, or services, which can lead to a decline in competitiveness over time.

    7. Weak online presence: In today's digital age, a weak online presence can hinder a company's ability to reach customers, generate leads, and compete with online-based businesses.

    8. Inadequate workforce skills: The company may lack employees with the necessary skills, knowledge, or expertise to perform their jobs effectively, limiting productivity and innovation.

    9. Limited geographic reach: If the company operates in a small geographic area, it may miss out on potential customers and growth opportunities in other regions or countries.

    10. Weak supply chain management: Inefficient supply chain processes, lack of coordination with suppliers, or inadequate risk management can lead to delays, quality issues, or increased costs.

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