Syngenta Case

ISAM

MARKETING STRATEGIC

HOMEWORK

CAMERON BALLOONS

MARKETING STRATEGIC

HOMEWORK - CAMERON BALLOONS

1. A GLOBAL COMPANY

This is a company founded in 1971 by Don Cameron. Cameron is the best-selling brand of hot-air balloon in the world. Since 1971 the company 've built more than 8,000 hot air balloons worldwide. The company became first on it market. With a quality positioning, a diversity in her products, she eliminated almost all her competitors. Nowadays, it is the reference in terms of hot-air balloons around the world. In recreational fun, competition, advertising, passenger ride operations, or special-shape balloons and others fields like balloons for sport, marketing, advertising, and commercial purposes Cameroon is the best. So, it is more than simply a constructor of hot-air balloons.

MARKETING STRATEGIC

HOMEWORK - CAMERON BALLOONS

2. ORGANIZATIONAL STRUCTURE

The organization of the firm is a mixture of styles, as is commonly the case with family-controlled, small to medium sized business organizations.

MARKETING STRATEGIC

HOMEWORK - CAMERON BALLOONS

3. AN EXPANSION STRATEGY

In the years ninety, she showed her strength. Indeed, she bought most of her competitors. First, she acquired its main British competitor Thunder & Colt balloons. Then, it bought the smaller Sky Balloons and two-thirds ownership of Lindstrand Balloons.

Finally, Cameron bought the majority stake in Lindstrand Balloons from Rory McCarthy, a British industrialist.

Last year, 2011, was a very special one for the company because on April 1 it celebrated its 40th birthday.

This is a business with a long-term future, where life feel is good. Cameron became a long-lasting company which has already acquired the confidence of all the market.

4. THE MARKET DESCRIPTION

The hot air balloon is the oldest successful human-carrying flight technology. On November 21, 1783, in Annonay, France, the first untethered manned flight was made in a hot air balloon created on December 14, 1782 by the Montgolfier brothers. Beginning in the mid-1970s, balloon envelopes have been made in all kinds of shapes, such as hot dogs, rocket ships, and the shapes of commercial products, though the traditional shape remains popular for most non-commercial, and many commercial, applications. Thus, its use changed well over time. Today companies (societies) propose brief excursions - a few hours - in hot-air balloon. It is about a rather expensive leisure. We have to notice an important thing: the market is in decline. They built 141 hot air balloons in 2004 and 117 in 2010.

MARKETING STRATEGIC

HOMEWORK - CAMERON BALLOONS

2. THE COMPANY IN ITS MARKET

Cameron Balloons is leader in the national and global market of balloons. This company has chosen to position itself in a niche market to have a few competitors. Cameron balloons exports 85% of its products worldwide. it is thanks to its creativity, imagination and technique that the company has become the most sold brand in its field.

THE SWOT ANALYSIS:

STRENGTHS:

- Largest manufacturer of hot-air balloons

- Design diversification, special shapes can meet the needs of different customer

- The export market is an important market (a worldwide company)

Quality conscious customers and highly skilled workforce.

WEAKNESSES:

- It maybe hard, nowadays to reach a new market, companies are sometimes afraid of investing in a "new" thing due to the world crisis

- Products are expensive

- Low demand

OPPORTUNITIES:

- Even if everybody knows what is a hot air balloon, we do not see a lot of balloons flying in the air, some companies are using it, but there is for sure a segment to reach.

- Nowadays, exporting is the key of success

THREATS:

- Sales are getting down

- The world crisis is affecting the business and companies are afraid to invest in a new kind of product.

3. WHY CAMERON BALLOONS ARE GOING TO ROCK THE WORLD !

Incontestably, hot air balloons are one of the largest flying billboards in the world. They offer an advertising space decked out in the client's colors and range from 25,000 to 500,000 cubic feet in size. Not only are such balloons seen by thousands of people each time they take