The "Orsol" case

Résumé du document

This study aims at confirming the timeless of the strategic choice of wooden swimming pools and being able to offer a range of products adapted to the market. The problem revolves around the following queston: Is it relevant for SUD Piscine to enter the market of above-ground swimming pool and especially to turn toward wooden pools. In addition, is it strategic to develop a range of product for wooden pools? We have viewed that the market for above ground swimming pool is an emerging sector. Indeed, this market has witnessed a constant growth since 1999, as it goes from 35,625 units sold in 1999 to 52,665 in 2003, with a variation of 15% between 2002 and 2003 compared to the 9%-variation the previous years. The cause can be the fact that pools are becoming mass-market product and above-ground pools are easy to place in your garden (no excavation work and can be moved). Moreover, even if the growth in value is less important, it is still encouraging due to a rise of 13% between 2002 and 2003. Therefore, the above-ground swimming pool market has grown at a high annual rate, as shown in the following graph.

Extraits

[...] < number > SAMPLING METHOD POPULATION BASE OF SAMPLING TECHNIQUE SIZE OF SAMPLE PUT INTO ACTION < number > SAMPLING People with gardens without pools = The number of gardens able to contain a pool are estimated to 5 millions. Explanations : People with a garden generally fit the target we define. Indeed, very often a garden means a family or retired people. Single person tend to live in the city. Nevertheless the size of the population targeted is hard to define very precisely. [...]

[...] So, here is the major problem : Is it relevant for SUD Piscine to enter the market of above-ground swimming pool, and especially to turn toward wooden pools ? In addition, is it strategic to develop a range of product for wooden pools ? What does this study aim at ? NB : « Above-ground swimming pools » means pools which are put in without excavation work. wooden_gardi_pool.jpg < number > ANALYSIS OF THE SWIMMING POOL MARKET < number > Analysis of the market and its needs < number > Opportunities Threats The market experiences a continuous growth since 1993. (doubled in size during the last 10 years). [...]

[...] You should send the construction project to the town council (each town has its own rules). You should make a declaration of work for the above-ground swimming pool when they are higher than 1m and bigger than 20 m² or if the distances with the house limit are up to 3m. You should obtain a public declaration of work for the semi in-ground swimming pool. You should obtain a construction license for the closed swimming pool bigger than 20m². Moreover, there is a strong security legislation for private in-ground swimming pool since 2003. [...]

[...] (annual MOT) < number > Marketing recommendations Place Diversify distribution channels to offer more affordable pools, and be present in malls and major outlet More retailling points in the north of France (investment more profitable because the use of the pool is reduced to the summer months, difficulties to go to the beach . ) < number > Marketing recommendations Promotion Communicate on the wood (ethical, trendy, resistant ) Communicate on the aesthetical aspects of the wooden pools (shape, trendy it represents an added value to the property. Idea of luxury. Communicate on the family aspects (time shared ) Communicate on the positive aspects on health of pools???(depends on the results of the questionnaire) < number > Marketing recommendations Price Intermediate. Our objective is to show people that a pool is no-longer only a luxury product. [...]

[...] THREATS: 80% of above ground pools are sold in major outlets main leaders in the wooden pools distribution : HYWARD POOL EUROPE (32,5 M euros in 2002), ZODIAC (64,4M euros in 2002), AQUALUX (31,5 M euros in 2002). Internet is also a threat to above-ground pools retailler since more and more people buy items on the internet. of people use internet everyday). Nevertheless a market study shows that blogs that provides advices to customers are scarce. Therefore professionals still have a < number > SUD PISCINE Study part II < number > I QUESTIONNAIRE < number > 1-What are the objectives of the questionnaire? [...]