Etude de marché Mapaero

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Strengths:

Mapaéro has a huge competitive advantage in the market since their paints are eco friendly and less toxic than the previous years but also than current competitors.

They recently received the certification of their paints since they have Airbus as their biggest and loyalest customer. As a consequence, Mapaero has a notoriety that can be recognized by all the world.

According to the document, Mapaéro highly focused on the aeronotic industry. However, the company is as well open to other many field and provide them their services.

Weaknesses:

Mapaero is dependant to its biggest customers, Airbus. Indeed, in order to stay as loyal as possible with them, Mapaero decided to open new offices in California, where Airbus just opened recently.

Opportunities:

The company invests 15% of its turnover to innovation. Therefore, they usually have the opportunity to find new outcomes that can answer the request of a customer whatever the market is

The company is present at an international scale, meaning that they can provide their business to foreign customers.

Threats:

Many competitors available in the wind market which are highly positioned already. This can put the company in uncomfortable situation after entering the market.

We can say that since the wind market is constantly growing, the opportunity for Mapaero is high. Indeed, the wind energy is known as being safer and more efficient and offshores installation will become the most significant with the years coming.

As we can see on the radar chart of communication, we observe that the investment on the environmental protection is low for all the competitors. However, as we saw before, Mapaero is

providing their product as the less toxic and the eco-friendliest. It is therefore an axe where the company can install itself. We find as well only one company having a certification for their products. Meaning that other competitors do not have certified products.

Those 2 points are the ones where Mapaéro has its strong points. In other words, the company can go further their competitors and become the first one on the market.

However, the radar shows us that the communication on specialized technology is the highest point for all competitors which is a direct competition for the company. Therefore, in order to enter the market, the company had to be ready to invest more and efficiently in the researsh and development department since all the competitors have a high position on this field.

The demand on the wind market is different. Indeed, it requires special paints and different from what is providing Mapaero. The company is providing paint eco-friendly but also protective from toxic particles. However, the wind market -especially the OEM’s- doesn’t need protective paints but more the anti-erosion, frost protection and shadow paints. Mapaero is not providing today this kind of products.

We can however consider that the company is investing a lot to provide innovation. This issue can then be fixed in few times after entering the market.

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