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Tropicana Analyse Interne/Externe/Swot

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Tropicana Analyse Interne/Externe/Swot
Préambule : identifier et délimiter le marché :

Le marché du jus de fruits fait partie du marché générique des boissons. Si l'on considère le marché du jus de fruits comme le marché principal, ses marchés environnants sont : les boissons rafraîchissantes plates, l'eau du robinet, l'eau en bouteille, les sodas, le lait, le sirop, le café, le thé et les boissons alcoolisées.

A. Quantifier le marché

• La taille du marché en valeur, en volume, et en nombre de consommateurs :

En 2005, le marché français des jus de fruits s'élevait à 1 350 000 000 Litres soit 22,4 L par habitant et par année. Le chiffre d'affaires de ce marché en France s'élève à 1,3 milliards d'euros en 2005. L'Union Interprofessionnelles des Jus de fruit (L'UNIJUS) estime le nombre de consommateurs sur ce marché à 60 292 397 personnes. Ainsi, sachant que la population française est de 62 900 000 en 2005, le taux de pénétration est de 95,85% donc le marché est saturé.

Source:Unijus (L'Union interprofessionnelles des jus de fruits).
Source: Euromonitor from trade sources/national statistics 2005.

• L'évolution globale du marché :

La consommation de jus et nectars de fruits a connu une croissance importante : elle a été multipliée par 4 en 17 ans, passant ainsi de 2,5 millions d'hectolitres en 1988 à 11,34 millions d'hectolitres en 2005. La croissance de la consommation, très importante jusqu'en 1995, s'est toutefois ralentie depuis cette date et atteint un niveau stable.

➢ Evolution en volume.

[pic]

Entre 2000 et 2004 on peut observer une certaine stabilité dans les ventes en volume (millions de litres) de jus de fruits. Les jus « 100% pur jus » restent toujours les leaders sur le marché avec en 2004, année la plus forte, 734,4 millions de Litres vendus.
Entre 2000 et 2005 on peut observer une baisse des ventes de nectars : leur volume de vente baisse de 22% passant de 330,3 millions de

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