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Société Aquacorniche

Société Aquacorniche. Best in France Case Study May 2004 . By: Jihyun Jun, Patrick Sloukgi, Martin Steindl, Guive Tavildari. Core Business Overview of products Main families of products The Clients Why did Aquacorniche come to France Company values Constraints in France

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Société Aquacorniche

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  1. Société Aquacorniche Best in France Case Study May 2004 By: Jihyun Jun, Patrick Sloukgi, Martin Steindl, Guive Tavildari

  2. Core Business Overview of products Main families of products The Clients Why did Aquacorniche come to France Company values Constraints in France Key benefits in France Essential advice Executive Overview

  3. Core Business • Aquacorniche started operating in France in 1980 • The core business is designing, manufacturing and selling a large range of luxury aquariums • Origin of the company: Iran • Key figures: • Average unitary selling price: 1500€ • 85% of turnover made in France, 15% in Europe and North Africa (Other figures are not given for confidential reasons)

  4. Overview of products • There is about 100 different products • These products are grouped into 5 families: bars, classics, columns, aqualampes and tables • These products are sold in France because the original designs fit the French sensibility • There’s an expansion plan for aqualampes because their price level is low and attracts a larger market segment

  5. Main families of products Colonne Bar Classique Aqualampe Table

  6. The clients • The clients are: laboratories (e.g. CNRS, Centre International d’Océanologie d’Endoume), schools (e.g. ESIM, Université d’Aix-Marseille), companies (e.g. BNP, Société des Eaux de Marseille), hotels, restaurants, individuals and public institutions (e.g. Conseil Régional) • Their main expectation is to have as less maintenance as possible and to be delivered on time

  7. Why did Aquacorniche come to France ? • Aquacorniche decided to come to France because: • Strategic localization to cover both Europe and North Africa • The proximity of the port (Marseille) helps to reduce transportation costs (between France and North Africa) • Aquacorniche was the first mover in the luxury aquarium segment in France

  8. Company values • Aquacorniche positions itself as a craft aquarium designer which is very well perceived by the French people who are attracted by genuine and handmade products • The company develops a human dimension with his clients. This human dimension is very well perceived and bring new clients through word of mouth

  9. Constraints in France • The main constraint the company has are the high social charges when it comes to hire people • The second constraint is the lack of flexibility to employ people temporarily

  10. Key benefits of being in France • At a strategic level: France is both in Europe and near North Africa • On the employees side: the quality of life is a key benefits factor • On the sales side: the French purchasing power is high enough to make the luxury aquariums affordable to a significant market segment

  11. Essential Advice for Investors • The main advice Aquacorniche would give to future investors is to get a deep understanding of the French culture because it has a big impact on the French consumer

  12. Company address and contact person • Headquarters address: 199 av. J.F. Kennedy 13007 Marseille • Contact person: Bernard Tavildari, General Manager

  13. Our Team • Jihyun Jun jijyun.jun@mailhec.net • Patrick Sloukgi patrick.sloukgi@mailhec.net • Martin Steindl martin.steindl@mailhec.net • Guive Tavildari guive.tavildari@mailhec.net

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