Coral Divers Resort (Cdr)

In: Business and Management

Submitted By AlexBudrea
Words 2559
Pages 11
Problématique :
Coral Divers Resort (CDR) est une entreprise évoluant dans l’industrie de la plongée sous-marine dans le sud-ouest des Bahamas. Malgré le fait qu’entre 1989 et 2001 le marché ait présenté une croissance stable de 10 % par année en terme de plongeurs certifiés, cette entreprise est maintenant en difficulté financière et semble avoir atteint la saturation. La demande de l’organisation est devenue stagnante et l’entreprise enregistre des pertes depuis quelques années en raison de la baisse de ses revenus et de la faible diminution de ses coûts depuis 3 ans. Nous estimons que l’une des raisons de la dégringolade de CDR est liée à la concurrence accrue dans son secteur d’activité et dans sa région géographique. Également, même si nous pouvons dire que l’offre d’un service sécuritaire et le haut niveau de compétence des employés composent la compétence fondamentale de CDR, cette dernière n’est pas difficile à imiter, ainsi, l’entreprise ne possède plus un avantage concurrentiel durable. Qui plus est, son modèle d’affaires ne lui permet pas de se différencier de ses compétiteurs. En effet, la proposition de valeur offerte par CDR est plus faible que ses concurrents situés à Nassau où l’ambiance est plus touristique.
D’autre part, en plus des déficits des 2 dernières années, CDR n’est plus en mesure d’augmenter ses revenus ni sa part de marché. Afin d’assurer la survie de son entreprise, M.Greywell devra examiner de près les trois niveaux de sa stratégie. En ce qui concerne la stratégie d’entreprise, des choix devront être effectués au niveau des couples produits et marchés à partir de la matrice d’Ansoff (pénétration de marché; développement de produits; développement de marché; diversification). Pour ce qui est de la stratégie d’affaire, M. Greywell devra déterminer quel type d’avantage concurrentiel il désire développer (niche, coûts, différenciation)…...

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