The Home Country
Porter Analysis (1)
FACTOR CONDITIONS
 Basic factors:
 5000 companies and 45000
employees in the industry
 Most important nautical space
in Europe – 5500 kms of coast
 Advanced factors:
 Volontarist politic to enhance
innovation and higher
education financed by
administrations and
companies
DEMAND CONDITIONS
 4 millions of amateur sailor
in France
 Most buyers have high
revenues – retired persons,
executives, etc…
 Evolution of the demand
toward more and more
personalized and long boats
 Democratization of nautical
leasures
Porter Analysis (2)
RELATED AND SUPPORTING
INDUSTRIES
 Boat equipment industry
(barometers, boat wear, rope…)
 Navimo
 Boat distribution industry
 Yamaha Motor, Rodriguez Group,
etc…
 Specialized competitors
 Zodiac Marine & Pool (motorboats),
International Sailing Boats
(sailboats), etc…
 Involvment of other industries
(transport, security,
environment, tourism, luxury…)
FIRM STRATEGY, STRUCTURE AND
RIVALRY
 Leader of the industry

The company is generalist
– not the case of most
competitors
 Structure reorganization :
 Sell of some subsidiaries
 Construction of motorizes
yachts of more than 15m
• The french sector of boats construction increasingly employs Social
(2000/2010 = + 46.7%)
• Very important impact of the economic crisis on the industry Economic
and the french consumption
• The European Union support the industry by harmonizing the Political
legislation
• Boating is linked to local attractiveness and infrastructures
PESTEL Analysis
Constraints of the Country –
• Directive 94/25/CE – Harmonization of the European Market Legal
• Compulsory technical requirements for boats of 2.5m to 24m
• Written compliance declaration
• Boating represents only 1% of maritime pollution Ecological
• Environmental preoccupation is very important in the boating industry (centered
around the industrial tool, the boat use and the end of life of the boat)
• Increasing innovation in the industry (based on the efficiency and Technological
the ecological concerns)
• Eco-technology
Push Factors

 Numerous companies liquidation and drastic staff

cuts due to the economic crisis

 Important shrinkage of the exportation (2/3 of the

activity) due to buyers’ feebleness

 Lack of place in french harbors

 French consumers more and more prefer

secondhand or rented boats