Wednesday, April 14th, 2010
Fleetwood Corporation Limited (ASX:FWD) commenced business in 1964 with its operations being based around the sale of caravans and caravan accessories. Fleetwood Corporation listed on the Australian Stock Exchange in 1987, at which time the group activities had been expanded to include the operation of caravan parks and the manufacture of park homes.
The activities of FWD today are focused around three of Australia’s growing sectors – Recreation, Retirement and Resources.
The company has two key divisions, recreational vehicles and manufactured accommodation.
FWD has a 20-25% market share for the construction of caravans in Australia. Competition in the recreational vehicle market centres on price, features and quality of products. A brand segmentation strategy targets customers who place emphasis on different features.
Competitive advantages stem from an ability to provide a variety of recreational vehicles that meet different needs and budgets with different brand offerings.
FWD has a number of brands that service the recreational vehicle market:
The Camec Group, established in 1962 is the largest caravan spare parts, accessories and marine equipment manufacturer, wholesaler and retailer in Australasia. It is headquartered in Melbourne with branches in Sydney, Brisbane, Perth and Auckland.
Coromal Caravans, established in 1977 manufactures a range of products including Camper trailers, Pop-top caravans and full size Caravans. Coromal is Western Australia’s largest caravan manufacturer and one of the largest in Australia.
Windsor Caravans, is the fourth largest caravan manufacturer in Australia and is headquartered in Melbourne. Its Campers, Poptops and Caravans are distributed nationally through the dealer network.