Salomon international strategy for communication

Docs en anglais | 18 pages | 30-09-2008 | Format : | Note : Non noté

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Résumé

To 1985 to 2002, the turnover of ski market has new a huge increase to 75 billions euros to 160 billions euros. However in 2002, sales began to be directed in the decline.

On this market, there are three different actors who share themselves the main part of this market:
The number one is Salomon, with 492 millions euros in 2002 in Winter (684 millions of euros at the end of the year), the number two is Rossignol with 468 millions euros (in Winter) and at least, Atomic, the world number three of the market of the equipment of the winter sports, with some 200 millions euros of turnover, and which expects a stagnation of the world market in 5 million units (unities).
Also, the sales of snowboards are not directed in the increase (1,7 million units approximately), further to the difficulties of the Japanese market, formerly the most important, and the effects of September 11th which slowed down the American economy, the first market of the "snow"...

Table of contents:

Introduction

- SWOT
- Group mapping
- Positioning
- 5 forces Porter
- All the media planning for media opportunities

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