Website Launching

Tools
Graduation Project at AffairesDeGolf.fr
April to July 2010
Table of content
TABLE OF CONTENT ..............................................................................................................................1

EXECUTIVE SUMMARY .........................................................................................................................3

INTRODUCTION .....................................................................................................................................4

CH 1: INTRODUCTION ...........................................................................................................................5
1. PRESENTATION OF AFFAIRESDEGOLF.FR ............................................................................................................... 6
1.1 Presentation of the company .............................................................................................................. 6
2. STRUCTURE ..................................................................................................................................................... 7
3. INTERNSHIP DESCRIPTION .................................................................................................................................. 7

CH. 2: AFFAIRESDEGOLF.FR .................................................................................................................9

1. PESTEL ANALYSIS ................................................................................................................................................ 10
1) Political factors ...................................................................................................................................... 10
2) Economic factors ................................................................................................................................... 10
3) Social cultural ........................................................................................................................................ 11
4) Technological ........................................................................................................................................ 11
5) Environmental ....................................................................................................................................... 12
6) Legal ...................................................................................................................................................... 12
2.MARKET ANALYSIS .............................................................................................................................................. 13
2.1 Global market analysis ............................................................................................................................ 13
2.1.1 Supply ................................................................................................................................................................. 13
2.1.2 The French market ............................................................................................................................................. 13
2.1.3 Demand .............................................................................................................................................................. 13
2.2 Regional market analysis ........................................................................................................................ 13
3.SWOT ANALYSIS .................................................................................................................................................. 15

CH.3 COMPETITORS ANALYSIS.......................................................................................................... 16

1. MAJOR COMPETITORS ..................................................................................................................................... 17
2. MICHAEL PORTER 5 FORCES ............................................................................................................................. 18

CH.4 EXPENDING ON THE INTERNET ...............................................................................................21

1. MY MISSION ................................................................................................................................................. 22
1.1 Role.................................................................................................................................................... 22
1.2 Tasks .................................................................................................................................................. 22
2. MY PROJECT REALIZATION ............................................................................................................................... 22

1
 2.1 Discovering and finding the best ways to get new clients by launching an e-commerce website .... 22
2.1.1 Technical tools.................................................................................................................................................... 23
2.1.3 Social Networks .................................................................................................................................................. 24
2.1.4 Links ................................................................................................................................................................... 25
2.2 Website involvement and optimization ................................................................................................... 25
2.2.1 Animated flash banner ....................................................................................................................................... 25
2.2.2 Article templates ................................................................................................................................................ 26

CONCLUSION ........................................................................................................................................ 27

RECOMMENDATIONS .........................................................................................................................28

THANKS ................................................................................................................................................. 30

APPENDIX ............................................................................................................................................. 31

Distance and estimated time between Mougins and the major golf courses in this sector .......................... 31
Facebook AffairesDeGolf.fr page .................................................................................................................. 32
Twitter AffairesDeGolf.fr page ...................................................................................................................... 33
My Space page .............................................................................................................................................. 34
SEO ................................................................................................................................................................ 35
Google Map general page ............................................................................................................................. 36
Free business directory .................................................................................................................................. 37

2
Executive summary
Launching an e-commerce website is always the result of a long reflection. Even if a store
is already on the market, it’s like opening a new store in a new area. A new adventure
begins…

Two stores already exist for AffairesDeGolf.fr and suitable business plan was made.
However a new market study has to be done to actualize those figures including : global
market (web) and regional market (web + customers catchment area), new SWOT
analysis and competitor’s analysis.

Now comes the question: how being easily and quickly seen by potential customers? This
is the goal and the solution must meet several conditions.

AffairesDegolf.fr is a Golf discount specialist. To gain and attract potential customers,

many efforts are focused on competitors and keep a watch all along the e-commerce web
presence.

Internet tools must fit to the website: mapping creation is the first and general tool
which contributes to the rest of the internet extension. Design (graphic plan), social
network, last technologies (Photoshop, Flash CS4), Google free internet services, free
business directories: here is the cocktail to be seen by internet users so potential
customers.

Moreover, final SWOT analysis shows that Golf discount market has no real threat.

The result: traffic and purchases are growing fast in addition to a niche market. Futures
recommendations are more based on money investments (Google ad words, professional
SEO).

By respecting those solutions, success will be there. I’m now convinced.

Axel Orenstein, July 2010

3
Introduction
This report details how a brand new e-commerce website can be easily and quickly seen
by potential customers.

This research aimed at the validation of IBMS Final year graduation at Hogeschool
Zeeland.

AffairesDeGolf.fr is a store specialized on the market of golf discount material. Before

named Destock Golf (affiliate dealership) the goal is launching a new brand to compete
with others existing golf discount brands and developing their own dealership market.

The purpose of this report is to find and use the best tools to obtain and create traffic
and visitors and the new e-commerce website.

In the first part, you will see a general presentation of the company, it will continue in
the second part by discovering AffairesDeGolf.fr by using general marketing tools, then in
the third part the competitor analysis can be seen and finally in the last part you will see
how to expand on the internet.

4
 Ch 1: Introduction

5
 1. Presentation of AffairesDeGolf.fr

1.1 Presentation of the company

AffairesDeGolf.fr is a store that provides discount golf material for amateurs and
professionals. In the year 2008, Christophe Flambart the main creator opened his first
store in Paris under the name “Destock Golf” and changes in 2009 to AffairesDeGolf.fr.

In June 2009, a new store opened in Mougins in the south of France to get new type of
clients: strong buying power.

During January 2010, AffairesDeGolf.fr website is launched to promote products and

enlarge the potential customers.

Typed of product sold by the company is:

- Golf clubs
- Chariots
- Bags
- Bowls
- Shoes
- Gloves
- Clothing
- Accessories
- Gifts and services

The company deals with famous golf brands like Mizuno, Longridge, Nike, Bridgestone
Golf, Cougar and others brands more confidential like MD GOLF, Duca Del Cosma, Trolem
etc...

6
 2. Structure
Store Paris (Chaville) 91 Mougins (06)

Manager Christophe Flambart Alexandre Algoedt

(Creator and general
Director)

Surface 90m2 120m2

3. Internship Description
The internship has as a goal to get new clients for the website, by finding and using the
appropriate tools to increase company market shares. During this 18 weeks internship
from April to August, many points are defined by the director:

- Discovering and finding the best ways to get new clients by launching an e-commerce
website.

- Put in place supply chain techniques

7
- Website involvement and optimization

- Improvement of graphic plans

- Management of shipping, tracking

- Selling on commercial point

- Commercial point: outdoor panel’s creation and strategic points

The daily working time is 4 hours, from 2pm to 6pm.

8
 Ch. 2: AffairesDeGolf.fr

9
 1. Pestel Analysis
All businesses operate in a industry, it is essential to see how the environmental
influences affect organizations and identify future tendencies of the sector.

PESTEL analysis is a format type document that you create to help understand market
risks and market growth or decline. PESTEL allows an organization to have an in depth
insight into their current status and weaknesses. It helps leaders to manage better and
define dangerous areas for the organization and greener marketing pastures. Commented [HZ1]: What do you mena

Here is decrypted the French Pestel analysis.

1) Political factors
The French Republic is a unitary semi-presidential republic with strong democratic
traditions. The executive branch itself has two leaders: the president of the Republic ,
currently Nicolas Sarkozy, who is head of state and is elected directly by universal
suffrage for a 5-year term (formerly 7 years), and the Government, led by the president-
appointed Prime Minister, François Fillon.

The French parliament is a bicameral legislature comprising National Assembly and a

Senate.

French politics parties are divided in two major opposed groups:

- French Socialist party (left side)

- UMP ( right side)

The actual government is composed of UMP’s adherents.

2) Economic factors
France is the 5th worldwide largest economy behind the USA, Japan, Germany and China
and 9th by GDP.

French economy is almost exclusively a service market who represent 75% of the active
population. This is an “open economy” with an important role in the international market.

10
 3) Social cultural
Revenue model in France is divided in 3 tendencies:

- 77% services
- 2% primary ‘agriculture)
- 21% industry

Since the creation of the national insurance in 1945 who covers all the French population,
national insurance is divided in 4 parts:

- Disease
- Work accident
- Family
- Old age

This system is paid by social contributions. Today, the National Insurance is in deficit of
23.5 Billion Euros. The strong increase of the ageing population and the lack of people
that can’t pay increase the deficit year after year.

4) Technological
France has always been the country of majors findings like radioactivity, encyclopedia, 56
French citizen have received the Nobel Price.

France is worldwide leader in various domains:

- Cars (Renault, Peugeot Citroen)

- Space (EADS, Aerospatiale)
- Food industry
- Electronic
- Civilian Nuclear
- Pharmacy and cosmetics
- Luxury

1st worldwide rank:

- AREVA
- DANONE
- L’Oreal
- Michelin

11
 5) Environmental
The ministry for the Environment is the principal environment agency. The first ecological
law was been written in 1964 about the water protection.

France has a big problem with trashes: 17.5 million tons of solid waste is been throwing
away every year and there are also problems with drinking water due to acids rains.

Air pollution is another problem in France and new laws has been written to fight this
problem like in 2005, a carbon fee for the most polluting vehicles.

On the other hand, financial aids have been launched when ecologic acts are made by
private people and companies:

- Double gazing (maximum 5000 Euros)

- Solar panels (maximum 8000 Euros)
- Heat pump
- Thermic isolation

6) Legal
Since June 2008, European commission has created a law especially for SMC’s (Small and
Medium Companies) called “loi PME” (SMC’s law).

New legislative measures are proposed in 4 domains:

- Simplify procedures and reduce costs: allows small and medium businesses to
get more easily financial aids for trainings, research and development,
environmental protection.
- New status: European Private Company. This new company type allows European
Private Company who works according to others companies in Europe. Commented [HZ2]: And here ?

- New VAT rate reduced for local services and services with strong workforce.
- New laws for payment delays

12
 2.Market Analysis

2.1 Global market analysis

2.1.1 Supply

The supply of ADG products is composed of golf related products (bags, clubs, carts,
footwear, textiles and various accessories necessary for the practice of this sport).
This offer is perfectly suited to beginner’s golfers but also those
who want to complement their equipment to see improvement. The demand in PACA
region is strong.

2.1.2 The French market

The golf market in France is developing strongly. It is composed of approximately

400,000 to 600,000 licensed players. This proportion increases about 5% each year.
There are approximately 678 golf courses in France.

2.1.3 Demand

Potential customers are only individual consumers. Course communities such as works
councils or companies can order materials for their staff but the biggest part of the
activity is represented by individual consumers.

The goal is to reach many customers. In 2007 there were

387,067 licensees in France; including 39,000 graduates in the
PACA region (we can consider 30% of unlicensed and more)

2.2 Regional market analysis

There is many different reasons why the store is implemented
in the city of Mougins:

- The density of golf courses in the region is important

(15 golf courses within a radius of 20 km)
- The city of MOUGINS is known throughout the regional
population of the region PACA

13
 •The store has many positive aspects such as its proximity to the A8 motorway, it
is located on the edge of the A8 exit Cannes. It benefits from parking, great
visibility from 35,000 vehicles/day with a lot of salaried employees who work on
the area of the technopole Sophia Antipolis).

A comparative statement: distance and estimated time between Mougins and the major

.
golf courses in this sector (See Appendix)

We can see that within a radius of 50 kms there are 20 golf courses including 15 in less
than 20 kms.

The Mougins store is quickly accessible from the A8 motorway. Moreover potential
customers can park their car for free just next to the store entrance.

The interested customers may travel from throughout the region PACA knowing that for
obvious reasons of distance. Other stores will be developed as soon as possible closer
to the region of Marseille, Aix en Provence when opportunities permit.

Regional study market shows that local customers are interested in a physical store in
addition to the commercial website.

In PACA region, more than 30 competitors stores exist who generate 17 million Euros of
total sales during the year 2009.

14
 3.Swot analysis

Strengths (internal Weaknesses (internal

environment) environment)

- Highest quality product in market Price point is higher than average due to
as determined by customer and manufacturing process and fulfillment
distributor feedback costs
- Good quality products
- No physical presence
- Value for money
- SMB’s customer segment
- Current product meets SMB (Small
- Current product needs to be
and medium businesses) customer
enhanced and more promoted
needs.

Opportunities(external Threats(external environment)

environment)

- Cost of raw materials continue to

- National demand for international
rise
products is growing
- Number of global French offers is
- The top two accounts of General
increasing
Supply have their contracts up for
renewal in first quarter of 2007.
- General supply’s products aren’t
meeting quality demands.

15
 Ch.3 Competitors
Analysis

16
 1. Major competitors

Brand Name DEPTS City Sales*

GOLF PLUS 75 PARIS 7 475 481 €

GOLF PLUS 78 / 92 GARCHES 3 736 907 €

GOLF SHOP 91 / 78 ORGEVAL 2 157 697 €

GOLF EN STOCK 75 / 92 PARIS 2 006 609 €

GOLF LAND 91 CORBEILLES 1 844 218 €

ESSONNES

LE COMPTOIR DU GOLF 75 Paris 1 448 329 €

GOLF N SWING 78 LE PECQ 863 733 €

LA GOLF 95 ST OUEN L 680 544 €

AUMONE

GOLF SHOP 92 MARNES LA 355 437 €

COQUETTE

GOLF REPAIR SHOP 75 Paris 280 010 €

BOSQUET GOLF 75 Paris 269 724 €

GOLF PLUS 77 Paris 267 675 €

PLANETE GOLF / 75 Paris 201 560 €

BOULEVARD DU GOLF

GOLF SHOP PORTLAND 93 ROSNY SOUS BOIS 136 644 €

GOLF REPAIR SHOP 75 Paris 77 402 €

*2009

17
By analyzing competitors, we can see that sales policy is not the same. Comparing to us,
they are selling famous brand instead of ADG who is selling brands more confidential. Commented [HZ3]: Why confiddential

Other brands are parts of national groups; AffairesDeGolf is a new independent brand

Their purchasing power is more important that means when competitors like Golf Plus,
they buy more at best prices.

To be in opposition of this policy, ADG propose brands more confidential to propose an Commented [HZ4]: See remark 3
alternative and get best prices.

(camembert concurrence)

2. Michael Porter 5 forces

This framework is used to analyze the

microenvironment and more specifically the
forces that are affecting the cultural tourism
development. It will determine the competitive
intensity of this segment and its attractiveness.
In combination with the SWOT analysis, it will
facilitate identifying competitive advantages of
golf business.

Threats of substitute products (-)

The French market is characterized by 6 big

brands contrarily at the others country’s that
can be more than 50.

Due to the very low offer, prices stay at a very high level. That means we can find the
same material abroad half price.

ADG strategy is based on general substitute products and selling high quality at very low
price compared to the other stores on the golf market.

The only substitute products are products sold by ADG competitors like Destock Golf.

that means there is no threat. Commented [HZ5]: Why not there are competitors

18
Threat of new entrants (-)

Opening a golf store in France is quite difficult for many reasons: selling golf material in
France needs a selective contract given by suppliers that means there is no possibility.

To get this contract with suppliers you need:

- A minimum net selling area

- Buying a minimum stock
- No harming of direct competitors

By honoring those terms, not a lot of people can open their store so easily. Threat of new
entrants is low.

Bargaining power of customers (-)

Playing golf requires a certain buying power. Average taking per customers is around
100€.

Moreover, to get the entire equipment, the minimum price is 200€ for beginners and
going to 800€. After that players need to pay the practice. The average price is around
50€ each time you want to plays. (Green round)

Bargaining power of customers is high/low for ADG because they find in this store the
lowest prices of the market and they have a strong buying power.

Bargaining power of suppliers (++)

Suppliers in Golf industry exists only for confidential brands. For more common brands
like Mizzuno, Calaway, Taylor Made, Ping, there is no supplier. Each store (online or not)
needs to buy products directly to the factory. The result: a strong bargaining power by
keeping high prices.

19
 Forces Impact on Branch

Substitute products -

New entrants -

Buyer power -

Supplier Power ++

AVERAGE THREAT -

20
 Ch.4 Expending on the internet

21
 1. My mission

1.1 Role
My job title is e-commerce consultant. I’m responsible for internet tools research for the French
market area. It also implies website management, writing article charts, advising clients at the
sales point, website graphics (Flash, Photoshop), customer relationship (privates, professionals).

1.2 Tasks
Improve the website visibility to get potential customers, control online website traffic, enhance
website graphics for a better navigation between the different parts and menu. Also create
mailings, advise customers inside selling point, proceeding of the checkout (payment),
managing shipment and receipts.

2. My Project realization

2.1 Discovering and finding the best ways to get new clients by
launching an e-commerce website
To get new clients online, I have to check which tools I’m going to work with. To bring
together all the information’s I need, I create a mapping.

22
-Purchase Keywords
Professional SEO
Opinion stars -Search new contacts
FIA Net: request Update Status
Optimization taskbar Photos
Renew existing flash banners Adding promotions
Creating new banners
Examine the items less sold

Social
Networks

-Golcontact.com -Registration
-Golftechnic.fr
Forums -Golf4style.fr
Track News Forum
Give notice
-Lapassiondugolf.com

-Francophone
Links Directory
Free Directories

-Golf Discount
-AmericangolfParis
Competitors - golfmonster
-Inesis
Analysis -Miamigolf
-Golfmania -Plusdegolf
-Augolf.fr - idgolf
-Futuragolf -TLB Golf
-Surplusdegolf -Decathlon
-Monsieurgolf

2.1.1 Technical tools

Online advertising with Google

Using Google today is one of the best ways to be known on the internet. Many solutions
are offered:

- Ad words : links associated to request : paying only when a customer “click” on

your link
- Google Maps : allow to display a
map with the store locate directly
on it. This service is free and
appears while taping the exact
name of the store in Google
search engine.
- Google Analytics : Link to the
website board control Google

23
 Analytics allows to follow in real time traffic, total sales per day and per sections.

SEO (search engine optimization)

This technic is only for webmasters. SEO consist of integrating to the website frame some
keywords to appear on the top of the search engine request. Those words can be
invisible (integrated to the html body) or visible by using menu’s into the website.

(See Appendix)

FIA Net

FIA Net is an organism who collects customer’s opinion after their transaction on a
web site. The website gains in reliability before purchasing.

2.1.3 Social Networks

To expend the original website, I created social network pages to increase the website
visibility. Links has been created on the first page of the website.

Facebook:

A Facebook page has been created. Every day, new offers and promotions are written to
allow customers benefit of this promotion.

The same thing has been made for Twitter, Video and My Space.

Social Network Facebook Twitter My Space

Visits 726

Suscriptions 62 35 2

Link http://www.facebo http://twitter. http://www.myspace.com/a

ok.com/posted.php com/affairesde ffairesdegolf
?id=104957612880 _golf
419#!/pages/Affair
es-De-
Golf/10495761288
0419?ref=ts

24
2.1.4 Links

To improve the search engine optimization (SEO) without fees, I register

AffairesDeGolf.fr to many business directories.

e.g. : (See Apendix)

http://www.annuaire-info.com/

http://www.reseau-annuaires.com/

http://www.webrankinfo.com/annuaire/

2.2 Website involvement and optimization

2.2.1 Animated flash banner

Using animated flash banner increase reactivity of the website. By using

Photoshop and Flash CS4 nice results can be obtained:

25
2.2.2 Article templates

Each article of the website needs to have a picture to illustrate the article. A
graphic plan has to be created to respect the global colors of AffairesDeGolf.fr. By using
Photoshop, a standard graphic plan is established.

By using this standard graphic plan, each article is cut off with Photoshop and
incorporates the original plan.

26
Conclusion
In conclusion, AffairesDeGolf.fr was a challenge to me because when I arrived in April in
this small company I had to enforce all the theoretical knowledge learns during my
school year in Hogeschool Zeeland University.

Assisting and taking part to an e-commerce website is a real chance: everything has to
be done and lots of hope is on your shoulders.

Growing faster: this is an everyday competition and knowing which tools have to be
employed is the key of success. Since April, traffic on the website never stops increasing
and first purchasing came a few days after the launching.

Moreover, associated websites launched in parallel (social networks) gains more

subscriptions.

Golf discount market is a niche market. First Golf discount stores opened 5 years ago and
this is just the beginning.

Nevertheless, AffairesDeGolf.fr has to stay focus on using the right e-commerce tools to
grow and become a major actor of the French Golf Discount market online.

27
Recommendations
In addition to this thesis, it is recommended to achieve a list of suggestion for the future
development:

Getting the best Golf brands

Some famous brands are missing of the store catalog:

- Callaway
- Taylor Made
- Foot joy

In France to get those brands in a Golf shop, the only way is dealing with only one
distributor: this is an exclusive contract passed by the original factory. The result : prices
stay high and it’s almost difficult to sell those article at very cheap prices. The only way
could be buying the same material abroad. (United States, China)

Selling abroad

Once the French market is enough developed, selling products abroad could be an added
value. The whole website need to be translate into English first and others languages
could follow (Italian, Spanish, German)

Customer feedback

Feedbacks are really appreciated when someone wants to buy a product in particular. I,
addition to press magazine, videos, potentials customers look for a real experience with
the desired article. Stars system is now developed with e-commerce websites.

Local market

Local market has to be developed. Flyer campaign has to be done with all regional Golf
Club and proposing discount prices to get a real impact with the local customers.

Sponsoring

Lots of professional players live in the Provence Alpes Cote d’Azur region. A partnership
could be sign between the store and the player to gain more customers and achieve a

28
professional view of potential customers. Moreover, local competition could be sponsored
by offering some equipment.

Key Words

Google offer the opportunity to buy key words. By writing a special word like “golf
discount”, the store appears in the right side of the results. The company only pay when
someone “click” on your link. Results are significant to achieve new customers and
increase market shares.

Emblem

Compared to direct competitors, AffairesDeGolf.fr doesn’t have an emblem. This could be

a real added value to identify more easily the store and imprint the website in minds.

29
Thanks
I would like to thank my company AffairesDeGolf.fr: Christophe Flambart and Marie
José SARTORI which offered me a great internship and a large support for my report.

Thank you to Alexandre Algoedt, Mougins store Manager for his support.

Thanks to HZ University for offering such an opportunity to prove our skills abroad,
particularly to Ms Maja Audenaerde-Huibregtse for her help in the elaboration of this
report, quick answers and flexibility.

30
Appendix
Distance and estimated time between Mougins and the major golf
courses in this sector

Dept Golf Distance from Time

Mougins

06 GOLF DE CANNES MOUGINS 1 2

06 ROYAL MOUGINS GOLF CLUB 3,8 6

06 GOLF COUNTRY CLUB DE ST DONAT 4,7 8

06 VICTORIA GOLF CLUB 5 9

06 GOLF DE LA GRANDE BASTIDE 7,3 13

06 GOLF DE SAINT PHILIPPE 9,2 15

06 GOLF OPIO VALBONNE 10,9 17

06 GOLF DE TOUR D'OPIO 10,9 17

06 ACADEMIE AUTIERO 11,8 19

06 RIVIERA GOLF CLUB 13,2 14

06 GOLF DE BIOT 13,3 22

06 GOLF DE MANDELIEU 13,9 17

06 GOLF DU CLAUX-AMIC 18,3 23

06 GOLF DE VILLENEUVE-LOUBET 19,6 16

06 GOLF COUNTRY CLUB DE NICE 29,4 20

83 TERRE BLANCHE GOLF CLUB 39,1 33

83 GOLF DE CAP ESTEREL 41,6 34

83 GOLF ESTEREL 43,7 39

31
Facebook AffairesDeGolf.fr page

32
Twitter AffairesDeGolf.fr page

33
My Space page

34
 SEO

35
Google Map general page

36
Free business directory

37