Strategic Management Assignment : strategic analysis and recommendations for the Bénéteau Group

Résumé du document

Like the majority of the world economy, the nautical market is going down. For many years, the Bénéteau Group has remained as the leader of this huge industry, and keeps its strong position in this weakening market. However, such economic situations generate perturbation in the market: create opportunities for some companies, and cause the bankruptcy of others. Starting from this situation, this study formulates and explains how to set up strategies to enable the improvement of the Bénéteau position. This document will be based on three parts: the first one will present the Group and the global market. Then, the second part will use the SFAS model and the Porter analysis to determine precisely the situation of Bénéteau in it's market. Finally, the study will conclude with strategic recommendations based on the previous parts.

Extraits

[...] The brand is quite important for consumers who want to differentiate themselves by purchasing a boat, and Bénéteau is too classic (regarding Xyacht18 for example). The company tries to develop good relationships between the employees (notably by obligating them to take part in a nautical sport). But the relations are deteriorating because 600 employees19 have been fired in 2009 April. The Group offers semi-custom build possibilities to the customers who have the choice between different styles and interior layouts. Competitors such Doug Peterson offers unlimited customization possibilities. [...]

[...] Strategic Management Assignment : strategic analysis and recommendations for the Bénéteau Group SUMMARY Introduction 3 I Bénéteau and the nautical market 4 II- Bénéteau environmental scanning 6 EFAS analysis 6 IFAS analysis 7 SFAS analysis 8 III - M. Porter analysis of the nautical market 9 “Pleasure Craft” analysis - 9 Pleasure Craft” analysis 10 IV Strategic plan 11 Where is the company today Sum up 11 Where the company must go - Strategy formulation 12 How to get there Strategy implementation 12 Bibliography 14 Web sites : 14 14 Financial statements Introduction Like the majority of the world economy, the nautical market is going down. [...]

[...] Moreover, the subsidiary is specialized in selling all the Bénéteau second-hand boat through the world Strengths - Process-oriented R&D X X X Bénéteau invests a lot of money in research and development. Each year, the company is able to market twenty new boats on the market ( all Bénéteau brands taken together). As a result; the offer of boat longer than 50 feet has doubled between 2005 and 2010. During the past decade, the company has raked in a lot of profit. [...]

[...] However, the market is not glutted and Bénéteau increases its turnover of more than 10% each year since 10 years. Thanks to its agelong experience in this sector, the Group keeps up its leader's position on the pleasure's world market. Thus, the international environment of the Group is composed of some big competitors and of a heap of small shipyards. The little shipyards subsist insofar as they are more specialized than the French giant who is diversified on all the nautical markets. The direct competitor on the main company's activity is Bavaria Yachts. [...]

[...] Moreover, the subsidiary is specialized in selling all the Bénéteau second-hand boat through the world12. The growth rate of the market is going down but thanks to its leader position, Bénéteau limits the losses - Financial crisis involves a purchasing power reduction - Growth rate of the market Total scores http://www.journaldunet.com/management/0511/0511111beneteau.shtml Bénéteau Group, September 28th “BENETEAU : 2009 annual sales in line with forecasts”: available at http://www.euroinvestor.fr/news/story.aspx?id= http://www.info-financiere.fr/upload/CNS/2009/11/FCCNS023431_20091104.pdf 11 www.voilesnews.fr/fr/info_14_1453.html 12 http://www.sgbfinance.fr/ 13 http://www.beneteau-group.com/ressource/piecesInfo/514/2009-09-28-com-fin-fr.pdf 6 IFAS analysis Weight Rating Weighted score Strengths Know-how and experience of the market Process-oriented R&D Bénéteau was built 125 years ago what has enabled the company to develop a strong knowledge regarding the boat construction, particularly for the hull elaboration which is reputable all over the world. [...]