Abstract
This study aims at confirming the timeless of the strategic choice of wooden swimming pools and being able to offer a range of products adapted to the market. The problem revolves around the following queston: Is it relevant for SUD Piscine to enter the market of above-ground swimming pool and especially to turn toward wooden pools. In addition, is it strategic to develop a range of product for wooden pools? We have viewed that the market for above ground swimming pool is an emerging sector. Indeed, this market has witnessed a constant growth since 1999, as it goes from 35,625 units sold in 1999 to 52,665 in 2003, with a variation of 15% between 2002 and 2003 compared to the 9%-variation the previous years. The cause can be the fact that pools are becoming mass-market product and above-ground pools are easy to place in your garden (no excavation work and can be moved). Moreover, even if the growth in value is less important, it is still encouraging due to a rise of 13% between 2002 and 2003. Therefore, the above-ground swimming pool market has grown at a high annual rate, as shown in the following graph.
