Abstract
Beneteau, the giant in the nautical industry, was founded by Benjamin Beneteau in 1884, with the creation of a familial shipyard. After the long wars period, the apparition of the polyester had cost the yard to develop itself considerably, by starting a mass production. Thus, Beneteau has really swamped the market particularly with sailboats and motor crafts. Thanks to this revolution, the Group proposed affordable boats, light, and easy to look after when compared to the high steel which can rust and the wood which may stain.
Pleasure crafts industry is an expanding one and its production has doubled in each period of ten years. For evidence, Beneteau exports about the three quarters of its production, through the main developed countries. The pleasure craft is a matured industry and competition is much stronger in it. However, the market is not saturated and Beneteau increase its turnover by more than 10% in each year from the last 10 years. Thanks to its age-long experience in this sector, the Group keeps up its leading position in the pleasure craft industry.
The international market of the Beneteau is composed of some big competitors and of a heap of small shipyards. The small shipyards subsist as they are more specialized than the French giant who is diversified in all the nautical markets. The direct competitor of the company's core activity is Bavaria Yachts which possess 14% shares of the world market (against 30% for Beneteau). Regarding the big motor yachts, Italia is the leader. The top pleasure craft's industry dedicated for the wealthy people and the analysts forecast a strong growth for the industry, despite the bad economic situation.
