Abstract
Like the majority of the world economy, the nautical market is going down. For many years, the Bénéteau Group has remained as the leader of this huge industry, and keeps its strong position in this weakening market. However, such economic situations generate perturbation in the market: create opportunities for some companies, and cause the bankruptcy of others. Starting from this situation, this study formulates and explains how to set up strategies to enable the improvement of the Bénéteau position. This document will be based on three parts: the first one will present the Group and the global market. Then, the second part will use the SFAS model and the Porter analysis to determine precisely the situation of Bénéteau in it's market. Finally, the study will conclude with strategic recommendations based on the previous parts.
