Comment adapter les gammes de produits Bar et Maral de l'entreprise Browning International à la demande des consommateurs européens?

Abstract

In Europe, the economic value of the hunt amounted sixteen billion of euros. This amount is spent by the seven million of Europeans hunters in different ways. In 1993, the hunter spent around 1,200 euros to live his passion. In 2015, it increases to 2,162. Browning International is a company active in the hunting-rifle market. It is one of the major players in this industry. The competition is innovative and Browning needs to review its offer. The project of the company is to develop two ranges of its products: The Browning Bar and the Browning Maral. These product lines are produced for a specific style of hunting, the driven hunt. The aim of this project is to make development proposals for the future of the Browning Bar and the Browning Maral. First, the consumer practices and his use of the product must be discovered in depth. After the analysis of the market and the offer of competition, hypothesizes are made and tested first with the Browning Dealer Partners. Finally, a consumer survey provides insights of the demand regarding a rifle for the driven hunts. The results of the analysis of the survey’s answers is the validation of some hypothesizes. This study allows to make recommendation to Browning for his future development of its rifles Bar and Maral concerning their components, their features and their calibers.