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Cumberland (French Version)

In: Business and Management

Submitted By izou
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Analyse du cas : Cumberland Metal Industries
__________________________
Cumberland Metal Industries (CMI), l’un des plus grands fabricants de produits métalliques recourbés au pays, souhaite introduire un nouveau produit sur le marché. Ce nouveau produit consiste en un coussinet métallique, utilisé dans le processus de battage qui est supérieur à tous les autres produits sur le marché. Plus efficace et sécuritaire, il s’agit d’une innovation sur le marché par rapport au coussinet actuellement disponible sur le marché qui sont fait de bois ou d’amiante.
Pour CMI, l’introduction réussie de ce produit sur le marché pourrait permettre de doubler les ventes de la compagnie, ainsi que compenser le déclin de certaines lignes existantes. Le principal défi auquel est confronté CMI est de déterminer le mix marketing pour lancer ce produit, et plus important encore, de décider du juste prix.
Le nouveau coussinet de CMI offre un avantage concurrentiel en terme d’efficacité par rapport aux coussinets en amiante. Selon les tests effectués, les coussinets de CMI permettent une augmentation de la performance de 33 %. Toutefois, Thomas Simpson estime que ces résultats sont inhabituels et qu’une augmentation des performances de 20% est probablement plus raisonnable surtout qu’il n’y a aucune certitude que des coussinets d’un plus grand format performeraient aussi bien. Ce gain d'efficacité fournit une argumentation de poids face aux clients de l’industrie qui devraient influencer leurs décisions d’achat et faciliter la pénétration du marché pour CMI.
Il existe peu de statistique qui permettrait à CMI d’évaluer la taille du marché potentiel aux États-Unis. Un rapport de « Construction Engineering magazine » estime entre 19 500 et 26 000 le nombre de marteaux-pilons en en activité aux États-Unis. En raison de la saisonnalité, les opérations s’effectueraient pendant environ 25 semaines par année, à raison d’environ 30 heures par semaine. Thomas Simpson estime à 20 pieds, le nombre de pieds effectués à l’heure pour la plupart des travaux et entre 290 et 390 millions par année.
Sur la base de ses chiffres, la demande pour les coussinets pourrait être de 174 000 à 234 000 (tableau 1). Toutefois, Thomas Simpson estime le volume à 250 coussinets par mois.
Afin de déterminer le prix de vente, j’ai analysé deux types de stratégie de prix. Le prix basé sur le coût et celui basé la valeur perçue.
La stratégie de prix basé sur le coût cherche à définir un prix par rapport aux coûts et à la marge de profit désirée. Le coût du coussinet de 11.5 pouces est de $148.12 en utilisant l’équipement actuel et de $69.18 après un investissement en outillage de $50 000. Il s’agit ici du prix plancher. En tenant compte que l’équipe de direction souhaite obtenir une marge de 50 %, le prix de vente sera alors de $296.24 ou encore, après investissement en outillage, de $138.36.
La stratégie de prix basé sur la valeur perçue correspond à ce que vaut le produit dans l’esprit du client. Il est facile de croire que Colerick serait susceptible de payer le même prix, soit $1000, pour obtenir le nombre de coussinets nécessaires pour effectuer le même travail. Si le prix actuel est de $1000 pour un paquet de coussinets en amiante et que six coussinets de CMI sont nécessaires par paquet, le prix pour un paquet de coussinets de CMI serait de $166.67. Pour Fazio, cinq coussinets étant nécessaires à un coût de $2000 pour faire le même travail, le coût serait donc $400. En assumant que les clients de l’industrie se soucient de l’efficacité, nous pouvons facilement penser que le client serait prêt à débourser un peu plus pour le coussinet de CMI.
Dans l’industrie de battage, les entrepreneurs sont payés au pied. Donc plus vite le travail est fait, plus c’est payant. Donc la performance a certainement une grande valeur.
Le tests effectués par Colerick et Fazio démontrent que le coussinet de CMI permet de réduire le temps de travail de 30 %, soit 31.6 heures (voir tableau 3). En utilisant le taux horaire standard de 138 $ de l’heure (voir tableau 2), la réduction du temps de travail permet à l’entrepreneur de générer des économies en terme de productivité de $3450. Et des économies pour le temps de changements des paquets de $911.30 pour un grand total de $4361.26. En simulant que CMI souhaite garder pour lui toutes les économies, nous pouvons donc évaluer le prix plafond à $893.54 (voir tableau 4). Une stratégie risquée selon moi. Quelle serait alors la valeur ajoutée pour le consommateur ?
Je suggère à CMI d’offrir un prix de vente de $166.67 et d’investir en outillage. Ce prix permettrait à CMI d’avoir la marge de profit souhaitée et d’avoir un avantage nettement concurrentiel sur le marché. Le produit est actuellement inconnu du marché, le marché et le réseau de distribution est mal défini, et pour l’industrie, le produit est vu comme un mal nécessaire. De plus, il n’y a aucune certitudes que les coussinets de plus grand format performeraient aussi bien, donc difficile de faire passer l’économie aux consommateurs.
En plus de payer sensiblement le même prix qu’avec les coussinets en amiante, le consommateur bénéficiera d'un gain substantiel en productivité, ce qui fait un argument intéressant pour le consommateur.…...

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