Swot Remy Martin
ARIELLE Kelly
AYOT Pierre
BAZZOLI Marie
CANDILLE Charlotte
For the SWOT analysis, we have chosen the company called Rémy Martin, which is specialized in champagnes, cognac and wines. STRENGHTS | WEAKNESSES | * The great origin of its raw materials (grape….) * Large offer (many cognac and cocktails associated) * Traditional and Familial company in its methods * A know-how transmitted from one generation to another one since 1724 * International brand: present on European, American, and Asian markets * Good and high notoriety: the quality of its products is internationally recognized. * Innovative company: create new design, create limited series… * Strong communication strategy: a rich and well developed website, apparition on songs (Jay-Z, Sean Paul, TI) to attract young adults, participation on parties ("After Parties in Europe, "Remy Dance Parties" in Asia…) * Involved into green projects like "Heart of Earth" a reforestation project in order to prove its respect of humans, nature and environment. * High qualified and very selected employees : only 4 cellar masters since its launch) | * The company has the 2nd place in the world's market * Affected by the crisis in 2008-2009 and by its exit of the retailing network "Maxxium" in Asia : lack of practice. * The company has not found the level that it had before the crisis | OPPORTUNITIES | THREATS | * Asian market (China, Japan, etc.) * Commercial hub in Singapore for importing and exporting cognac * USA and Extreme Orient are good import countries * Changes of the cognac's consumption habits * Growth of demand of cognac * Growth of international tourism | * Competition is targeting the Asian market too * Decrease of the French market (saturated) * Governments harden alcohol's imports (Russian) * Higher prices than other liquors * Few consumers worldwide * Sales point aren't so
AYOT Pierre
BAZZOLI Marie
CANDILLE Charlotte
For the SWOT analysis, we have chosen the company called Rémy Martin, which is specialized in champagnes, cognac and wines. STRENGHTS | WEAKNESSES | * The great origin of its raw materials (grape….) * Large offer (many cognac and cocktails associated) * Traditional and Familial company in its methods * A know-how transmitted from one generation to another one since 1724 * International brand: present on European, American, and Asian markets * Good and high notoriety: the quality of its products is internationally recognized. * Innovative company: create new design, create limited series… * Strong communication strategy: a rich and well developed website, apparition on songs (Jay-Z, Sean Paul, TI) to attract young adults, participation on parties ("After Parties in Europe, "Remy Dance Parties" in Asia…) * Involved into green projects like "Heart of Earth" a reforestation project in order to prove its respect of humans, nature and environment. * High qualified and very selected employees : only 4 cellar masters since its launch) | * The company has the 2nd place in the world's market * Affected by the crisis in 2008-2009 and by its exit of the retailing network "Maxxium" in Asia : lack of practice. * The company has not found the level that it had before the crisis | OPPORTUNITIES | THREATS | * Asian market (China, Japan, etc.) * Commercial hub in Singapore for importing and exporting cognac * USA and Extreme Orient are good import countries * Changes of the cognac's consumption habits * Growth of demand of cognac * Growth of international tourism | * Competition is targeting the Asian market too * Decrease of the French market (saturated) * Governments harden alcohol's imports (Russian) * Higher prices than other liquors * Few consumers worldwide * Sales point aren't so