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Etude De Marche Croisiere Boreale

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Etude De Marche Croisiere Boreale Étude de marché Croisière Transboréale Rapport final présenté à Monsieur Roger Dumas Promoteur et Comité d’encadrement Gouvernement du Québec par Desjardins Marketing Stratégique Vanier 11 octobre 2002 Table des matières 1. Préambule................................................................................................2 1.1 La croisière en eau froide : un marché qui ne se dément pas............................................2 1.2 Croisière Transboréale ou le défi de cerner l’expérience du produit..............................2 1.3 Trouver la meilleure adéquation produit-marchés ..................................................................3 2. Rappel du mandat et des objectifs .....................................................7 3. Considérations méthodologiques.................................................... 10 3.1 Symposium des croisières de St John’s, Terre-Neuve.........................................................10 3.2 L’analyse des comparables.............................................................................................................10 3.3 Les entrevues en profondeur.........................................................................................................11 3.4 L’atelier de créativité..........................................................................................................................12 3.5 La recherche de données secondaires ......................................................................................12 3.6 Les limites de l’étude.........................................................................................................................12 Partie 1 : La validation du projet initial 4. L’évolution du marché des croisières en eaux froides de 1990 à aujourd’hui .............................................................................. 15 4.1 L’importance du marché et les profils types des clientèles ..............................................15 4.2 Les destinations en eaux froides..................................................................................................18 4.3 L’effet du 11 septembre 2001........................................................................................................26 4.4 Les tendances influençant l’offre des croisières ....................................................................26 5. Les principaux paramètres du projet selon le plan d’affaires..... 29 6. L’analyse des conditions comparables au projet de Croisière Transboréale ........................................................................................ 34 6.1 Le cas de quatre opérateurs en Mer Baltique.........................................................................34 6.2 La Côte Ouest et le cas de BC Ferries........................................................................................52 7. Le cadre d’implantation du projet ................................................... 61 7.1 L’environnement concurrentiel......................................................................................................61 7.2 L’environnement légal .......................................................................................................................64 7.3 L’environnement économique et touristique ..........................................................................66 7.4 L’environnement d’opération.........................................................................................................67 Desjardins Marketing Stratégique \\Serveur\mes document\Croisière Transboréale\Rapport final\Rapport final 11 octobre 2002 (version finale).doc 8. L’estimation du marché potentiel des croisières .......................... 69 9. Diagnostic stratégique du projet ...................................................... 75 9.1 Les forces et les faiblesses..............................................................................................................75 9.2 Les menaces et les opportunités..................................................................................................76 10. Les orientations stratégiques et les conditions de réussite........ 79 10.1 Le concept d’introduction ...............................................................................................................79 10.2 Les produits : les différentes options d’expérience à vivre ..............................................80 10.3 Le type de navire et les conditions d’opération ....................................................................81 10.4 La mise en marché..............................................................................................................................82 10.5 Les partenaires.....................................................................................................................................82 Partie 2 : Le concept d'introduction 11. La vision des grossistes ..................................................................... 84 12. La définition des expériences touristiques..................................... 92 12.1 Le positionnement..............................................................................................................................92 12.2 Le produit en haute saison .............................................................................................................93 12.3 Le produit en basse saison.............................................................................................................97 12.4 L’adéquation entre les couples produits-marchés-segments ..........................................98 13. Les marchés potentiels des croisières et les revenus estimés.101 13.1 Estimation de l’achalandage.........................................................................................................101 13.2 Estimation des revenus pour les cinq premières années d’opération .......................116 14. Le concept d’introduction ...............................................................122 14.1 Son environnement ..........................................................................................................................122 14.2 Ses grands enjeux .............................................................................................................................123 14.3 Ses conditions de réussite ............................................................................................................125 15. Conclusion..........................................................................................128 15.1 Les recommandations.....................................................................................................................129 Desjardins Marketing Stratégique \\Serveur\mes document\Croisière Transboréale\Rapport final\Rapport final 11 octobre 2002 (version finale).doc 16. Annexes ..............................................................................................131 16.1 Quelques faits sur la région de la Mer Baltique ...................................................................131 16.2 Les conditions climatiques et ses comparables...................................................................140 16.3 Liste des experts sectoriels...........................................................................................................174 16.4 Liste des grossistes ..........................................................................................................................178 16.5 Liste des autres contacts................................................................................................................180 16.6 Références des données secondaires......................................................................................181 Desjardins Marketing Stratégique \\Serveur\mes document\Croisière Transboréale\Rapport final\Rapport final 11 octobre 2002 (version finale).doc Préambule Étude de marché 1. Préambule 1.1 La croisière en eau froide : un marché qui ne se dément pas Les tendances mondiales favorisent le développement des croisières en eaux froides. La clientèle des croisières qui ne cesse de grandir, des clients satisfaits qui veulent vivre de nouvelles expériences, l’arrivée des baby-boomers dans le profil d’âge des croisiéristes, les attentats dans les pays qui bornent la Mer Méditerranée,…bref, une multitude d’événements qui contribuent tous à la croissance de ce nouveau concept de croisière. De plus, l’axe Québec/Nouvelle-Angleterre ne cesse de voir de nouveaux bateaux et de nouvelles compagnies de croisière venir y faire leurs expériences. Plusieurs en demandent encore plus. De destination d’automne, peu à peu, elle est devenue une destination estivale et automnale. 1.2 Croisière Transboréale ou le défi de cerner l’expérience du produit Si nous pouvions être confiants dans l’avenir sans avoir à prendre de précautions, tous les paramètres de la vie seraient transformés. Toutefois, hélas, cela n’est pas encore possible. Il en est de même du projet de Croisière Transboréale. Tous les gens sensibilisés y voient la réalisation d’un rêve qui leur tient également à cœur : celui d’avoir un paquebot neuf battant pavillon canadien sillonnant le Saint-Laurent douze mois par année. Est-ce du domaine du rêve ou de la réalité ? Ce rapport a essayé d’aller au-delà du rêve et d’établir les paramètres de réussite pour que ce projet soit réalisable. Pour cela, nous avons interrogé plus de quarante personnes, étudié des comparables dans la Mer Baltique, regardé les conditions
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