La marque Salomon sur le marché du matériel de ski

Étude de cas Marketing & marques Marketing sportif

Date de publication :

10/09/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

16 pages

Niveau :

expert

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

9,95 € Ajouter au panier

Sommaire :

Sommaire

Market and positioning
1. Ski market
2. Overview
3. Strengths of the Y generation
4. Importance for a brand such as Salomon to target the Y generation
Communication mix
1. Push or pull strategy
2. Push or pull strategy
3. B2B - Falling and intermittent

Résumé :

salomon is an international firm which is implanted in several countries.
But we can see that this brand is mostly established in Europe. The salomon's sales represents in this geographic area 64% of its turnover.
The second main market for salomon is North America with only 25% of its sales. This market represents the biggest blackhead of this company. For example, at the end of 2003, the order book of Adidas-salomon showed a 31 % recession in nominal value there with regard to the same date in 2002, and of 18 % except effects of exchange. Indeed, the competitors are more implanted in the US, which very profitable and mature, and the lone way to salomon to increase its marketshares, it's to stay focused on this market via Adidas.
At least, we can see that Asia and South America represent only 11% of salomon's sales in the world market.
To 1985 to 2002, the turnover of ski market has new a huge increase to 75 billions euros to 160 billions euros. However in 2002, sales began to be directed in the decline.

On this market, there are three different actors who share themselves the main part of this market:
The number one is salomon, with 492 millions euros in 2002 in Winter (684 millions of euros at the end of the year), the number two is Rossignol with 468 millions euros (in Winter) and at least, Atomic, the world number three of the market of the equipment of the winter sports, with some 200 millions euros of turnover, and which expects a stagnation of the world market in 5 million units (unities).
Also, the sales of snowboards are not directed in the increase (1,7 million units approximately), further to the difficulties of the Japanese market, formerly the most important, and the effects of September 11th which slowed down the American economy, the first market of the "snow".