SEB Research

)SEB

SEB =Group SEB (Société d'Emboutissage de Bourgogne) is a large French consortium that produces small appliances. The precursor to the Group SEB consortium was originally formed by Antoine Lescure in 1857.

→ Brands of the group = Notable brand names associated with Group SEB include Tefal, Rowenta, Moulinex, Krups, Lagostina,All-Clad (Brands developped all over the world)

Locales brands:

• France-Belgium= calor/seb
• Scandinavia = OBH Nordica
• North America = mirro/T-fal/WearEver/AirBake
• South America = Arno/Clock/Imusa/Panex/Rochedo/Samurai/T-fal/Umco
• Asia = Asia/Supor/T-fal/Maharaja

Source = http://www.groupeseb.com/fr/content/marques-mondiales

→ Politic of the groupe = Seb group want to stay in long term the leader in the industry of Small domestic equipment.

4 strategic axes:

• Product leadership
• Geographic leadership

• Customer service
• Competitivity
  

→ marketing Strategy = Groupe SEB's strategy is based on a long-term vision that consists of finding precisely the right balance between growth and competitiveness in order to create value for all its stakeholders.

• promoting growth by:

- aggressively implementing a strong product innovation and brand differentiation policy,

- leveraging the strength and complementarity of its brands;

- deploying a clear and well-segmented approach by retail distribution channel and brand and reinforcing its presence in all existing channels in the country, regardless of their format, taking into account specific local features;

- international expansion in both mature and emerging markets, became local leadership, or, at least, to significantly improve its competitive position in the market.

4 mains advantages: (of growth) source = http://www.groupeseb.com/en-en/node/1139/

• An unrivalled portfolio of strong, differentiated and complementary brands,
• A culture of innovation,
• Uninterrupted international development,
• A diversified commercial approach

• maintaining its competitiveness over time thanks to:

- the continuous and responsible adaptation of its industrial facilities, to rely on some of the best standards in the world and preserve the competitive advantage forged over the years

- rigorous daily management, strict control over all operating costs, simplification of structures and reduction of stock keeping units operated by the Group, reduction of purchase costs – and monitoring of working capital requirements

- a systematic optimization of our supply chain.

Source= http://www.groupeseb.com/en-en/node/583

→ sustainable development: Driven by the demand of customers anxious to protect the environment, the SEB group has decided to invest in the reparability of all its products. Unlike a planned obsolescence policy that would be expected to generate more sales, Alain Pautrot, Director of customer satisfaction, believe that each product fixed it is a sale that is wrong with our competitors. " All new products must be designed to be repairable in a simple way. This policy allows to better know failing parts of the products, so to improve the future manufacturing, which is a guarantee of quality.

→ Innovations = “Groupe SEB strives to make life better and easier for its customers. That is why we have made innovation a key element of our strategy. Innovation is a key factor in differentiating products and tackling market standardisation. But innovation is not restricted to products. It also applies to every level of the company, from manufacturing process to market launch means and methods, via management tools. The clear objective is to implement the best practices to optimize performance.”