BÉNÉTEAU FOCUS RÉGIONAL : AMÉRIQUE DU NORD
George ARMENDARIZCEO, Groupe Beneteau Americas
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GROUPE BENETEAU AMERICAS
MARKET TRENDS 2017 - 2020
GROWTH STRATEGIES
CONCLUSIONS
GROUPE BENETEAU AMERICAS
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GROUPE BENETEAU AMERICAS
A GROWING BUSINESS
31% of Global Revenue
3 Business Units
Cadillac, Michigan
2 Manufacturing Sites
All 10 brands are represented
Beneteau Americas
Jeanneau Americas
Cadillac Operations
Cadillac, Michigan
Four Winns
Glastron
Wellcraft
Scarab Jet
Jeanneau power (July 2017)
Marion, South Carolina
Beneteau sail
Jeanneau sail
Marion, South Carolina
Groupe Beneteau is the only European boat company with manufacturing in the USA4
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GROUPE BENETEAU AMERICAS
MANUFACTURING SYNERGIES
Cadillac, Michigan
Proximity to Market
Serve markets with highest density
Maximizing Existing Capacity
Deployment of 'best practices' from each site
Marion, South Carolina
Common Platform Product Development
Reduced cost Quicker time to market
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MARKET TRENDS 2017 - 2020
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MARKET TRENDS 2017 - 2020
A COUNTRY, A CONTINENT
USA / CANADA MARKET
USA Recreational Boat Market (retail registered units)
344.6 million population
11.9 million registered boats
Retail sales of boats: $7.6 Billion
87.5% of boat sold > 18 feet (5.5m)
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MARKET TRENDS 2017 - 2020
SPECIFICITIES OF NORTH AMERICAN MARKET
Clients
Brands & Products
Distribution Channel
Aging "Baby Boomers"
Evolution from sterndrive to outboard power
Less engine centric vs Europe
Polarized "Gen Xers"
Specialised boats
Multi-brand dealerships
Growing "Millenials"
Several "mega-dealer" groups
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GROWTH STRATEGIES
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GROWTH STRATEGIES
2020
Achieve Top 3 market share ranking in each segment served:
premium, value, fish and jet
Since 1986
Present and leading with sailboat production
Since 2014
Present with motorboat production Entered mainstream American markets
Growth potential in the world's largest recreational boating market
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GROWTH STRATEGIES
2014
External growth to penetrate small powerboat segment (RBH / Cadillac brands)
2016
Product revamp for Cadillac brands
2016 - 2020
Channel Management
Sales training
Dealer development
Sharing economy
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GROWTH STRATEGIES
PRODUCT DEVELOPMENT
New Four Winns outboard powered model H290 - 29ft (8.8m)
New Glastron deck boat GTD205 - 20ft (6.1m)
Scarab with wake surf features 25ft (7.6m) 12
Bénéteau SA published this content on 07 June 2017 and is solely responsible for the information contained herein.
Distributed by Public, unedited and unaltered, on 06 July 2017 09:40:10 UTC.
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