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Coast4 Life Essay

1607 words - 7 pages

MÉMO

Objet : Analyse des enjeux stratégiques et recommandations

À : Conseil d’administration de Coast4Life

De : Pat Brown, CMA

Date : 1er novembre 2010

INTRODUCTION
Ce rapport présente une analyse des options qui s’offrent à Coast4Life ainsi que des recommandations afin d’aider l’entreprise à faire face à ses enjeux stratégiques. Une approche stratégique et systématique sera utilisée pour examiner la situation.
ENJEUX STRATÉGIQUES (voir Annexe 1)
1. Continuer d’accroître son rendement tout en maintenant son offre de croisières sécuritaires, agréables et abordables.
2. Exploiter la présente croissance de l’industrie touristique ainsi que du secteur des
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- Éviter de concentrer ses efforts sur un segment de marché non rentable.
- Obtenir un avantage sur la concurrence en attirant une clientèle précise.
Inconvénients :
- Insuffisance des renseignements disponibles sur les passagers et sur l’équipage dans
la base de données.
- Impossibilité de déterminer à quels clients se rapportent les différents produits
d’exploitation.
- Impossibilité pour un cabinet-conseil en TI de fournir un rapport détaillé.
Analyse quantitative (détails à l’annexe 3) :
- Un passager dépense en moyenne 47$ de moins par jour que la moyenne sectorielle.
- Le groupe d’âge en importance est formé des passagers ayant moins de 40 ans.
- Les passagers ont un revenu familial moyen inférieur de 5,588$ que la moyenne de l’industrie.
- Il y a 20% de plus de nouveaux clients que la moyenne sectorielle.
Option #3 Implanter un système de réservations en ligne
Avantages :
- Tendance croissante des voyageurs à faire leur réservation en ligne.
- Diminution de 10% des commissions versées aux agents de voyages.
Inconvénients :
- Frais d’établissement et de logiciel (50,000$) ainsi que frais d’intégration du module comptable avec le module de réservations (25,000$).
- Retour sur l’investissement non garanti.
Analyse quantitative (détails à l’annexe 4) :
Économies suite à l’implantation du logiciel : 139,600$
Taux de rendement du projet : 11,4%
Option #4 Immatriculer les paquebots de Coast4Life au Libéria
Avantages :
- Possibilité d’offrir des croisières tout au long de l’année dû aux températures plus clémentes qu’au climat canadien.
- Diminution des salaires de 30%.
Inconvénients :
- Dégradation de la qualité du service
- Problèmes de relations publiques
Analyse quantitative (détails à l’annexe 5) :
Économies réalisées sur la main-d’œuvre : 1,423,530$
Taux de rendement du projet : 12,5%
RECOMMANDATIONS
- Je recommande de ne pas se départir de la cale sèche, car cela viendrait à l’encontre de la mission de l’entreprise et que le taux de rendement du projet est inférieur à 16%.
- Je recommande de réorienter la cible de marché vers les moins de 40 ans, étant le groupe de passagers en importance. Ceux-ci ayant des revenus plus faibles, je recommande de revoir les forfaits et les prix afin de rendre les croisières plus abordables.
- Je recommande d’implanter le système de réservations par Internet, car cela attirerait de nouveaux clients, ceux-ci autrefois rebutés par le fait de devoir passer par une agence de voyages.
- Je recommande d’éliminer l’option d’immatriculation des paquebots au Libéria, car cela engendrerait une forte diminution de la qualité du service, allant à l’encontre de la mission de l’entreprise visant à offrir des croisières sécuritaires et agréables.
CONCLUSION
En ciblant une clientèle plus jeune, l’entreprise attirera de nombreux nouveaux clients. De plus, les consommateurs font de plus en plus leurs transactions sur Internet, d’où l’importance d’implanter un système de...

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