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.
[...] Owning an above-ground pool can also be a convivial area to gather friends and family. Some conditions must be taken into account to decide to buy a swimming pool: the place must be as sunny as possible, that is why people living in the South of France are more likely to buy a swimming pool. The number of units installed in the South East of France in 2003 was of whereas that number was of in Ile de France. Nevertheless we can notice that the biggest growth in number of installations between 2001 and 2003 happened in North West of France with acquisition intentions against in the South East of France. [...]
[...] Where would you buy your swimming-pool? ← Large-scale retail store (foodstores, DIY and specialists) ← Builders-Installers ← Dealers ← Mail order or Internet 9. Which accessories would you buy with your swimming-pool : ← Filter ← Heating ← Lighting ← Scale ← Border ← Leisure accessories ← Nothing 10. What would prevent you from buying a pool? ← The price ← The place it takes in the garden ← The lack of time for leisure ← Not aesthetic ← The maintenance ← Other 11. [...]
[...] 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. [...]
[...] ← 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). [...]
[...] 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. [...]
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