BLEU AZUR II Maritime Transport Company: Enhancing Profitability through Strategic Management
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Maritime transport, BLEU AZUR II, company analysis, profitability, management structure, public service delegation
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Abstract
BLEU AZUR II is a maritime transport company operating in Guadeloupe, providing essential services for the transportation of people and goods between islands such as Terre de Haut and Terre de Bas. The company's activity is characterized by a high level of unpredictability, necessitating a robust management structure to mitigate inefficiencies and overcosts that can erode its profitability. Currently, BLEU AZUR II lacks a formal business strategy, and its decision-making process is centered on short-term operational needs. The company faces challenges including weak internal profitability, partial influence from public authorities due to its public service delegation, and limited competitiveness compared to other maritime transport companies. Moreover, the company's reliance on traditional methods deprives it of the benefits of digital marketing and sales through the internet. An internal diagnosis highlights the need for BLEU AZUR II to adopt a more robust management structure, improve its competitiveness, and explore new development axes to enhance its profitability. By addressing deficiencies in management and leveraging opportunities such as tourist development and potential new conventions with opera tours, BLEU AZUR II can work towards achieving greater efficiency and profitability.
Extract
[...] Transport Capacities, Transport Costs and Space Organization. In: Economic Review, volume 25, n°2, 1974. Observatoire Régional des Transports de Guadeloupe Census of Prerequisites for the Implementation of Maritime Shuttle Services in the Two Marine Culs-de-sac of the Rivière Salée, (July 2015). Olivier Crouzier, Feasibility Study of a Maritime Passenger Transport in Guadeloupe (Tourist Clientele), (March 2017) Olivier Dehoorne and Pascal Saffache, 'The Tourism in Tropical Islands and Coasts: Resources and Development Issues', Caribbean Studies Olivier Dehoorne, Nathalie Petit-Charles, Sopheap Theng. [...]
[...] - The company's tariffs are set by the Regional Council. The regional share of 50% of the tariff is allocated to residents. - The reimbursement of the regional share is made within 60 days. - Deficiency in general profitability generally observed on maritime shuttles in the Guadeloupe sector (ORT, July 2015). - Strong tourist dependence of the economic activity on the territory of the Îles Saintes. - Exodus of resident populations, either a flight of potential regular passengers, as well as skills (captains, sailors?). [...]
[...] The use of maritime routes is therefore the only solution (due to the lack of a landing strip on the island of Terre-de-Bas) to reach the two islands. Some residents of the two islands travel with their own boats or shared boats. From an ecological perspective (vis-à-vis the territory and the territorial community), and an economic perspective (vis-à-vis the residents and/or potential tourists who may be clients of taxi boats), the deployment of a regular transport service between Terre-de-Haut and Terre-de-Bas can represent a desirable compromise. [...]
[...] On the transportation offer side, a certain historical abundance is observable upon reading the ADEME report on inter-island coverage (August 2010)62. In fact, the historic shipowners would have established a quality service between the islands of Guadeloupe. In particular, it is about the following organizations: SOMADE, DEHER, BRUDEY, EXPRESS DES ILES, Valferry, CMC. The historically performed connections are: - La Désirade/Saint-François; - Pointe-à-Pitre/Grand-Bourg (Marie-Galante); - Links with Les Saintes: Terre de Haut/Trois-Rivières, Pointe à Pitre/Terre de Haut, Basse-Terre/Terre de Haut, Saint-François/Terre de Haut. [...]
[...] In 2003, the Îles des Saintes became involved in the political life of Guadeloupe, by refusing the institutional evolution recommended by the public authorities25. The small territory, opposed to the departmental status, orients its wills more towards a change of status in an overseas collectivity, like the islands of Saint-Martin and Saint-Barthélemy26. 2.1.2. Maritime transport anchored in Saintois culture A large annual festival takes place in Terre-de-Haut, in mid-August: the Fête des Saintes. It lasts two days. More particularly on August 16, a celebration takes place to commemorate local sailors who died at sea, by paying tribute to the Virgin Mary. [...]
