Beneteau, an international market's leader

Résumé du document

Beneteau, the giant in the nautical industry, was founded by Benjamin Beneteau in 1884, with the creation of a familial shipyard. After the long wars period, the apparition of the polyester had cost the yard to develop itself considerably, by starting a mass production. Thus, Beneteau has really swamped the market particularly with sailboats and motor crafts. Thanks to this revolution, the Group proposed affordable boats, light, and easy to look after when compared to the high steel which can rust and the wood which may stain.

Pleasure crafts industry is an expanding one and its production has doubled in each period of ten years. For evidence, Beneteau exports about the three quarters of its production, through the main developed countries. The pleasure craft is a matured industry and competition is much stronger in it. However, the market is not saturated and Beneteau increase its turnover by more than 10% in each year from the last 10 years. Thanks to its age-long experience in this sector, the Group keeps up its leading position in the pleasure craft industry.

The international market of the Beneteau is composed of some big competitors and of a heap of small shipyards. The small shipyards subsist as they are more specialized than the French giant who is diversified in all the nautical markets. The direct competitor of the company's core activity is Bavaria Yachts which possess 14% shares of the world market (against 30% for Beneteau). Regarding the big motor yachts, Italia is the leader. The top pleasure craft's industry dedicated for the wealthy people and the analysts forecast a strong growth for the industry, despite the bad economic situation.

Extraits

[...] Le reste des actions est détenu par l'entreprise elle-même avec 6,39% des parts. Assemblées générales Le Groupe a publié sur son site les informations suivantes afin de faciliter la participation et le vote des actionnaires aux AG : - Un agenda financier complet présentant au moins les 6 prochains mois. - L'avis de convocation à l'AG présentant les projets de résolution et les modalités de participation, ainsi qu'un formulaire de vote par correspondance - Le rapport annuel, non publié sur le site, mais disponible sur demande. [...]

[...] Les principales sociétés du Groupe, à savoir Chantiers Bénéteau et Chantiers Jeanneau), ont obtenu le renouvellement de leur certification ISO et la société O'Hara l'a obtenu en décembre 2005. Système qualité Eco conception des produits : le Groupe a engagé une démarche d'éco conception de ses produits et reporte deux initiatives dans ce domaine en 2006. Au sein des chantiers Bénéteau, le groupe a déposé un brevet sur la mise en place d'un moteur hybride sur l'un de ses bateaux. [...]

[...] Little Model[31], we can conclude that the Mobile-homes sector is definitely in a growing phase. M. Porter analysis of the S.B.U. Mobile-homes Bargaining power of the customers: It's the most important pressure factor, because people are very exigent regarding the comfort, the fitting-out of the space, the design and the size (the trend is to make bigger product, even if the AFNOR law restricts the surface to 40m2. Furthermore, the type of buyers is split in two categories: private individuals who buy only one unit and holiday centers who buy by bulk. [...]

[...] The rules concerning the security's norms are more severe and slacken the entrance of product in the market. M. Porter analysis of the nautical market (by S.B.U.) “Pleasure Craft” S.B.U. analysis: Pressure of the customers: The strength of the customer is very strong because the market of the pleasure craft presents various type of clients (sailing schools, private individuals, renters etc), and each has its own expectations. Notation: 7/10 Bargaining power/Pressure of the suppliers: The pressure of the suppliers is high concerning the raw materials. [...]

[...] Thus, Beneteau has really swamped the market particularly with sailboats and motor crafts. Thanks to this revolution, the Group proposed affordable boats, light, and easy to look after when compared to the high steel which can rust and the wood which may stain. Pleasure crafts industry is an expanding one and its production has doubled in each period of ten years. For evidence, Beneteau exports about the three quarters of its production, through the main developed countries. The pleasure craft is a matured industry and competition is much stronger in it. [...]