Orsol swimming pools

Résumé du document

The market for swimming pools in France has been constantly increasing over the past 15 years and his size has doubled between 1999 and 2009. The number on swimming pool installations went from 607 200 to 1 056 000 between 1997 and 2003. The company Sud Piscines has been in the swimming pool construction and installation business for 20 years. The company is contemplating to enter into a new market, the one of above-ground swimming pools, in order to cater to the growing demand. The segment of wooden pools seems interesting due to its growth, and in addition the company has already a number of models and good suppliers, which allows for a bigger profit margin. The company wants to carry out a complete market study, to confirm the strategic choice of the above-ground pools sector and more particularly of wooden pools. We will do a documentary research; firstly we will draw up a general diagnosis based on information supplied in the case and secondly we will do an external documentary research.

Extraits

[...] (Ex.) Questionnaire : 1. Do you live in : A flat A house with garden (If crossed, please skip to question A house without garden 2. Do you have a second home with a garden ? Yes No (If crossed, please skip to question 3. Would you buy a swimming-pool in the next years? Yes No (if crossed, skip to question 4. Using the following scale, please indicate to what extent you would like to buy a pool : 5. [...]

[...] Buying this kind of swimming pool is a way to get a pool without making a huge investment. It has become more accessible since its price has decreased by almost 22% between 1999 and 2003. Nevertheless its size is rather small, so swimming or playing in it is a little complicated. The tubular above-ground pool: It owns 34% of market shares of the general market of above-ground structures. It benefits from a strong structure and new techniques have been set up to make the installation easier. [...]

[...] This decision is also relative to the fact that people wish enjoy symbols of social success and at the same time increase their well-being. It is synonymous of luxury and pleasure. Moreover, families which own a secondary house are likely to decide to build a swimming pool to enjoy time spent in the garden during week-ends or holidays. More and more, people are milling to add value to their property; it is a kind of investment on the future. Plus, swimming pools' building has become more and more frequent. [...]

[...] The majority of above-ground pools in 2003 costs between 1000€ and 4000€ Buyers tend to buy more and more less expensive and easier to install pools A growing part of the buyers buy an above-ground pool as a compulsive purchase The offer: The offer is more and more diversified: less expensive pools and easier to install. Bigger pools are offered. Different types exist. It has become a real competitor of in-ground pools. Distributors: non specialists (hypermarket, garden stores, DIY stores), specialist stores (Lagon, Hydro Sud Direct), franchise stores (Aquapolis, Aquasteel, Everblue). Strong competition: Specialist manufacturers: Zodiac Desjoyaux Piscinelle Hayward Indirect competition: in-ground and semi in-ground pools. [...]

[...] We will do a documentary research: firstly we will draw up a general diagnosis based on information supplied in the case and secondly we will do an external documentary research. I. Documentary study a. General diagnosis (qualitative The market for swimming pools in France has been constantly increasing over the past 15 years and his size has doubled between 1999 and 2009. The number on swimming pool installations went from to between 1997 and 2003. Above-ground structures (on the contrary to in-ground structures) are simply placed on the ground. [...]