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Artelite Inc. Case Analysis

1381 words - 6 pages

Artelite Inc.

Artelite Inc. est une entreprise Montréalaise spécialisée dans la fabrication de meubles de bureau haut de gamme en bois. Elle a été fondée en 1991 par George Sayegh, un entrepreneur avec plus de 35 ans d’expérience dans les meubles de bureaux. Cet entrepreneur Syrien a fait des études à l’Institut des Art Appliqués de l’Université de Montréal, en design industriel, qu’il a complété avec un diplôme en gestion des opérations et du secteur d’activité. C’est une personne qui fonctionne beaucoup de manière impulsive et qui suit le plus souvent son instinct pour prendre des décisions. Il a prouvé, tout au long de sa carrière, avoir un talent certain pour sentir et profiter des ...view middle of the document...

Il est aussi exigeant avec ses enfants qu’avec tout autre membre de sa société, et n’a pas hésité par le passé à licencier son propre fils quand il a senti que celui-ci confondait vie professionnelle et vie privée, au détriment de l’entreprise. Depuis, le conflit a été réglé, et tous les membres de sa famille ainsi que de l’entreprise ont compris l’importance de garder cet esprit professionnel, ainsi que l’unité familiale, pour réussir à diriger Artelite le plus efficacement possible.
Cette efficacité à gérer les situations de crise, et l’équilibre entre vie privé et travail a permis à George Sayegh de construire une solide réputation pour son entreprise, qui se démarque par la qualité et le design de ses pièces. Les meubles créés par Artelite sont réservés aux clients haut de gamme c'est-à-dire les cadres d’entreprise, ainsi que les hauts dirigeants des gouvernements. Pour répondre à leur besoin, Artelite a trois différentes collections de meubles et accessoires de bureau, auquel s’ajoute la possibilité de commander des meubles personnalisés, produit à la pièce. Cette dernière option représente 60% de l’ensemble des ventes et constitue un avantage concurrentiel non négligeable qui rend les meubles Artelite absolument uniques.
George Sayegh n’est pas inquiet à propos de l’argent ou des revenues de sa compagnie. Ce qui l’effraie, c’est la vitesse à laquelle s’opèrent les changements qui sont en train de métamorphoser l’industrie qu’il connait depuis de nombreuses décennies. Dans ce contexte de globalisation, la stratégie choisie, d’aller vers le marché Américain, est-elle la meilleure durablement ? Est-il possible pour Artelite de continuer à grandir tout en gardant cette culture familiale et cette unité ?
Pour répondre à ces questions, une analyse de l’industrie dans laquelle Artelite évolue semble nécessaire.
L’industrie du meuble est l’une des industries les plus anciennes au Canada. C’est une industrie qui s’est implantée localement, et qui est constituée, pour la plupart, de petites entreprises familiales. Après une crise passagère au début des années 1990, la demande est constamment en hausse depuis 1994. En 1998 la taille du marché du meuble est de $6.8 milliards, et peut être divisée en trois majeurs segments : le meuble de maison, le mobilier et accessoire de bureau et autre meubles. Plus particulièrement, nous nous intéresserons au deuxième segment, le mobilier et accessoire de bureau. Cette particulière industrie représente 28.4% de l’industrie du meuble, et 0.5% de l’industrie manufacturière globale ce qui se traduit en 1998 par $2.2 milliards en vente. Une part non négligeable de ce revenue, 65%, est attribuée aux exports. Les meubles et accessoires de bureau au Canada ont un taux annuel de croissance de 4% (1990-1996) et, selon les estimations, devraient continuer à croître entre 2.5 et 3% durant la prochaine décennie. On peut donc remarquer que la croissance de cette industrie va ralentir dans les années à venir.
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